Export furniture companies barely got involved in the domestic market before 2008, because there are endless orders, and it is simple and quick to make money in a single processing mode. Although there is no brand and channel, it still makes many processing “predators†become Rich man. The crisis in 2008 has brought unprecedented challenges to export furniture companies that have been developing smoothly for more than a decade. When these enterprises are transforming into domestic sales, channel construction has become a major problem. There are many ways to build domestic sales channels, and each enterprise can choose according to its own economic strength and management capabilities.
The first is the direct channel of enterprises. The direct mode requires enterprises to have a huge talent system and financial strength to achieve precise management. Nowadays, domestic consumers are increasingly demanding the personalization of furniture. The singles under the merchants are small and complex. This has led to the need for companies to produce a wide variety of furniture, which puts higher demands on delivery and often sends a wrong bedside table, which will result in the entire order being undeliverable. But when companies do direct sales channels, it is faster to process orders. Because the characteristics of domestic sales orders are small and large, they are not mass-produced as a single product like an export order.
The second is the dealer agent model. The advantage of this model is that it can quickly spread the sales network across the country with the help of dealers. This is also the channel model adopted by most domestic companies. This model has certain requirements for dealers, and most companies require their business philosophy to be consistent with the company's development philosophy. Moreover, companies must compete for mature dealers who have years of sales experience and have more consumer resources and industry resources in the local area, so that they have strong competitiveness. However, these mature dealers have been crawling in the industry for many years, and their selection of products is very strict.
The third is to use third-party mature channels. The export model is said to be a transaction through the sales channels of large foreign buyers. On the domestic sales channel, if you don't want to, or have no confidence to quickly open up your own independent channels, you can also use third-party channels to achieve sales. Although there are no mature large buyers in China, the first companies account for 99% of the industry's sales, and 99% compete for the other 1%.
The fourth is the e-commerce channel. As an emerging and revolutionary new channel, e-commerce has received much attention in recent years. At present, e-commerce has created the first brand of Taobao furniture - Lin's forestry, and also achieved Qumei's billion-dollar sales myth. At Lecong, many small and medium-sized enterprises are also selling furniture products through Taobao. There is even such a saying in the industry that the furniture industry has been involved in the golden age of e-commerce in the past five years, and it is a period of low cost of intervening e-commerce. Because in the field of e-commerce, the phenomenon of winners eating is very common, often the ranking method is less invested, making full use of the existing resources, but whether it is suitable for the domestic market, the company needs in-depth research.
When domestic companies are involved in e-commerce, how to deal with the interests of existing dealers becomes the first problem they must face. On the contrary, export-to-domestic sales companies can be said to start from scratch. Without the vested interests, they are almost drawn on a blank sheet of paper, which can be planned from a global perspective. At present, the use of the Internet by domestic furniture companies can be said to be still in its infancy. The network only undertakes the functions of brand building and shopping guide in the furniture industry, and even these functions are in a low-level stage. For example, companies have only established their own website homepages, but they have not implemented news updates. Even the homepages of many companies have not been updated for several years. Therefore, furniture e-commerce has unlimited potential, and with the "post-80s" and "post-90s" becoming the main force of furniture consumption, e-commerce is gradually showing an upward trend.
The fifth is to use upstream and downstream industry channels. In furniture stores and dealers, there has been such a phenomenon in recent years, and cooperation between different industries has extended between the upstream and downstream. For example, the Red Star Macalline store has not only furniture but also building materials. Even these stores have cooperated with home appliance circulation giants such as Suning and Gome, integrated into the same business district or jointly carried out some promotional activities, because consumers between them have higher convergence. There are also many home appliance dealers who are involved in furniture distribution. They report that the market share of home appliance sales in a certain area is already high, there is not much room for expansion, so look at the furniture industry related to it because consumers are buying At the same time as home appliances, you may also need to buy furniture. Domestic sales furniture companies can find breakthroughs in these areas.
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