"Never take the initiative to take risks, but as long as there is an opportunity, we will strive for the upper reaches." This is the voice of some furniture dealers. In the blink of an eye, the marketing frequency of furniture dealers has accelerated significantly in the fourth quarter. Perennial immersed in the furniture industry, has formed a fixed thinking, that is, "the last quarter of the sprint is related to the annual performance, and even affect the operation of the coming year." And the "business" that dealers talk about is nothing more than continuing to expand, maintain the status quo, or Scale shrinks.
Judging from the situation of the visit, the management adjustment of the furniture dealers is not as simple as the imagination.
Want to expand? Is it really not your own?
Before the visit, I thought that as long as the dealers are developing well this year, it is natural to expand next year. However, after visiting a circle, the conclusion was: "Furniture dealers are also expanding against the trend, and they are taking advantage of the trend. The decision is made by themselves. The main reason is that external forces, stores and brands are the determining factors."
Why do you say this, or the dealer's own feelings are the most suitable for the market.
In the dealer's view, the era of the “staking of the business†is gone forever. Everyone knows that in the past, “proxy a brand, open a store, and then the business is continuous, just make money easily†The situation has ceased to exist.
Therefore, even if you earn money this year, you can't be the reason for expansion next year. And if you continue to lose money, and "there is no hope of turning over," then shrinking or even withdrawing is possible.
Compared with shrinking the scale of operations, in the eyes of dealers, the scale of expansion will be much more complicated. In the dealer's view, the current expansion is nothing more than active expansion and passive expansion.
The so-called active expansion, according to the dealer's view, is to hold the superior resources, the most suitable for active attack.
Some dealers said, "For example, the location of the store, whether it is a chain store or a local store, a good business store or a business store, as long as it is a good location, business is very difficult. If you have a chance to get good Position, there is really no reason not to expand."
The same is true for furniture brands. If you can get a best-selling brand, expansion is inevitable.
Because the market competition is intensifying, “now the competition for dealers is more intense than before. When encountering good brands, dealers also attach great importance to it. If dealers can get good brand resources, the possibility of winning in market competition is greatly increased. It is undoubtedly worthwhile to expand for this."
For passive expansion, there is a certain risk.
Take the brand as an example. For a dealer, it is worthwhile to get a good brand, but it is not worry-free.
Manufacturers are also very realistic. If the brand's own strength is strong, the right to speak to dealers will become stronger. At this time, dealers with general business capabilities and insufficient willingness to expand are easily eliminated.
At this time, the dealer is more passive. Considering the market cultivation time, dealers often choose to “change space with timeâ€, first expand, meet the continuous cooperation conditions of the manufacturers, and wait until the layout is completed, and then achieve the market expectations.
These two types have the willingness to expand?
"Business is difficult to do, it is just the words on the face. The rents of the stores have risen year after year, from the upstream manufacturing costs to the terminal operating costs, and ultimately they have to fall on the shoulders of the merchants. It is too normal to complain."
In the dealer's view, "As long as the business time exceeds a certain period of time, no one is willing to easily withdraw from the furniture industry. Even if the brand replacement rate is high, it is also the brand swap in the business circle, the real exit is limited." Actually In addition to novices, a large number of dealers who have withdrawn from the industry before, most of them belong to the kind of arbitrage.
According to the judgment of the merchants, most people will maintain the status quo and adjust the brand at most.
For those dealers who have superior resources, they are more inclined to continue to expand. Unexpectedly, although the custom home is growing rapidly, the concentration is more obvious, and the dealers are more cautious. In comparison, many seemingly traditional subdivided furniture markets also contain many opportunities.
For example, Nordic simplicity. "To put it bluntly, the Nordic minimalist is just the need, the customer price is not as good as those of high-end solid wood or European and American style furniture, but the market is big. From next year, many new communities will gradually enter the delivery period, which is also the brand opportunity."
The same is true in the field of children's furniture. The children's furniture market has grown steadily over the years, and unlike most furniture categories, prices are often a secondary consideration as long as the quality of the product passes. So as long as you operate properly, once you open your word of mouth, your performance will not be bad.
Not only that, but in the dealer's view, the children's furniture field is now also subdivided, that is, baby furniture, "simple crib, price 2000+, latex mattress 3000+, this customer price and profit, even More than ordinary adult furniture. Not only that, but the baby furniture store has a wider range of applications, and the store can be opened to the Shopping Mall."
Of course, whether it is Nordic simplicity or children's furniture, really want to consider expansion, or refer to the above criteria, whether you can get a good brand and location. "To put it bluntly, the purchasing power has always been there, and it depends on whether the business has the best resources."
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