Wardrobe enterprises take the initiative to find sales
If consumers do not take the initiative to buy things at home, then we will give them reasons for home consumption. With more innovation in marketing, it is possible to cut an extra piece from the market cake.
The golden nine and silver ten sales season will finally pass, and the decline in wardrobe sales, coupled with the downturn in the property market, makes the wardrobe industry even more chilly. The winter of the wardrobe market is coming together with the winter of the Northeast. Are wardrobe companies in Changchun, especially small and medium-sized wardrobe companies prepared for the winter?
Refuse "Hibernation" and take the initiative to find a market
The continued downturn in the property market has also reduced the sales of wardrobes, and the life of wardrobe companies has become more difficult. When the pan-home furnishing industry arrives in winter, enterprises cannot "hibernate", but must rely on their own strength and courage to "winter swimming". They must be good at finding business opportunities in winter and forming advantages.
"If consumers do not take the initiative to buy things, then we will give them reasons for on-site consumption. Enterprises should increase marketing expenses, they must increase marketing expenses in time, and more innovation in marketing, it is possible to cut more from the market cake Come together. "This is the advice given by Jiang Xiaodong, the manager of Rensheng Huibang.
In fact, there are already a group of wardrobe companies that, as he said, quietly drive sales through various innovative marketing activities. In addition to winning customer favor at attractive prices, innovative marketing methods such as online spikes, group purchases, buying wardrobes and mahogany have also become important levers for leveraging the market.
Innovative marketing is only a means for enterprises to overwinter, and many enterprises also use the mode of diversified management to survive the winter. If the cabinet brand has a large scale, it strives to extend to the upstream and downstream industries, forming a deep development pattern. Wardrobes, wooden doors, floors, etc. are the areas that cabinet companies are most often involved in. After all, these products have commonality with cabinets in terms of raw materials and craftsmanship. Companies can even produce without special transformation. Expanding into areas such as wardrobes and wooden doors can greatly improve the overall competitiveness of cabinet enterprises, and increase the overall profitability and anti-risk capabilities of enterprises. In addition, small and medium-sized enterprises can also take the form of joint wintering and foreign trade alliances to enhance competitiveness.
Third and fourth tier markets become winter holy places
Sales of wardrobes in first-tier cities are close to saturation. In the third- and fourth-tier markets, sales have doubled. Many wardrobe manufacturers have already set their sights on a broader market-urban and rural markets. The wardrobe companies that started laying the third- and fourth-tier markets a few years ago have already tasted the sweetness, and this market has become the source of their profits.
The low-end market may become a straw for wardrobe companies to survive the severe winter. The author understands that under the premise that the government will increase the construction of policy houses this year, the rigid demand of affordable housing and two-restricted housing has also become the goal of wardrobe companies to "attack". The demand for wardrobes in the third- and fourth-tier markets is still huge. Most companies have not fully understood this market, and it will take time to complete the layout.
With the gradual advancement of new rural construction and the promotion of urbanization, the number of new buildings in the countryside has increased, and the demand for wardrobes in the rural market is also increasing. This part of consumers has become an important consumer in the low-end market. The emergence of new business opportunities has prompted companies to update their products. Some small and medium-sized wardrobe companies have begun to strengthen the productivity of low-end wardrobes, and actively explore the third- and fourth-tier markets and township markets.
The products provided by small and medium-sized brands to customers are almost the same in quality as the well-known brands, but the price is one-third of the latter. This is exactly the advantage of small and medium-sized wardrobe companies. Taking the low-end route, the return is equally impressive. The local wardrobe enterprises in Changchun can certainly survive this winter by virtue of geographical advantages and channel advantages in the low-end market.
Strengthen yourself and greet the next spring
The wardrobe market itself is very competitive, and companies such as electrical appliances, home furnishing and sanitary ware have entered the wardrobe field, making the competition even more fierce. The rapid increase in costs, shrinking market demand, and disorderly competition have led to a significant reduction in the profits of wardrobe companies. Some poorly-developed wardrobe companies will eventually escape the fate of being eliminated by the market.
In order to survive, companies need to improve internal management, increase incentives, improve personnel quality, and strengthen services in addition to layoffs, salary reductions, and shrinking investment projects. In particular, product research and development should be placed first. More consumer choice.
Compared with previous years, this year's wardrobe industry presents a very obvious feature, that is, the overall technology of the wardrobe products is higher.
First-line brand wardrobes such as Sofia, Jiu Shidu, Shangpin Home Furnishing, Han Li, Opie, etc. have joined the ranks of "intelligent wardrobes". The intelligent wardrobe can maximize the brand image and popularity, and is also the focus of future competition of the overall wardrobe.
In addition to higher technological content, environmental protection is still a hot spot for consumers to chase. Many consumers still give top priority to environmental protection when buying wardrobes.
In the off-season, instead of bleak operation, wardrobe companies may better understand the development direction of wardrobes and take the opportunity to develop new fist products with a view to achieving better sales performance when the market warms up.
There is no need to complain too much about the external environment. In the face of difficulties, wardrobe companies only have to "actively save themselves", quickly make strategic adjustments, practice internal skills, and enhance their cold resistance. I believe that in the coming spring, you still have your bright smile.
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