2019 The year was a year of ups and downs for the home furnishing industry. Whether it was the impact of consumption upgrading, the adjustment of real estate and environmental protection policies, or the sudden change of the international environment, many adverse factors put the already competitive home furnishing industry into a dilemma again. In the case of market decline, as the industry media, we hope to go deep into the industry, spy on the industry development ecology, interpret the industry development status, give the industry inspiration, and jointly explore the way to break the situation under the new situation.
As the most important link in the sales channel chain from the enterprise to the terminal to meet consumers directly, dealers play a huge role in the market, and they can obtain the most market information. Therefore, From 2019, we will go deep into the home building materials market all over the country to find outstanding representatives of the industry, and explore more inspiration and ways of success from their experience.
In the eighth issue of Interview with Big Business: Jingjing Ledao, we came to Sichuan Chengdu , and was lucky to have invited Huang Zuojun, General Manager of Chengdu Oupai Home Furnishing Co., Ltd., Zhang Yiming, General Manager of Chengdu Lianxing Building Materials Co., Ltd, Listen to them talk about the current new trends and future plans.
About Dashang:
Huang Zuojun: General Manager of Chengdu Oupai Furniture Co., Ltd, since February 1, 2007 Started to act as an agent for Oupai brand, and has 12 years. Previously worked in the headquarters of Oupai Home Furnishing Group for 5 years, mainly responsible for early investment promotion and later procurement, and Guangzhou Relevant work of the branch company in Guangzhou market.
Zhang Yiming: General Manager of Chengdu Lianxinghang Building Materials Co., Ltd, Earliest stay Shenzhen The head office is the agent of Kohler and German Gaoyi Sanitary Ware, In 2000, he came to Chengdu and continued to cultivate two brands for 20 years, witnessing the cyclical development of the building materials industry and the home furnishing industry. For a long time, he has carried out all-round cooperation with Fantasy Home from big cities to second and third level counties and cities.
Let the product carry more customer value
In recent years, affected by market changes and channel diversion, the advantages of the home building materials industry have gradually shifted from offline to online. Even online, more costs will be invested in any link, and the cost of customer acquisition is also increasing. In this regard, Huang Zuojun said that costs are everywhere, and there is only one real income entrance, which is customer recognition. First, you can contact consumers, and then you can carry more customer value, so that customers have more trust in your products, and can constantly, repeatedly, and even introduce products. This may be a thing that must be done in the future, We should even do more, more thorough and deeper.
stay Zhang Yiming It seems that although the sales model of the home furnishing industry will continue to change, this industry is always needed by the public and will not fade away. Self agency Kohler, German Gaoyi Sanitary Ware Since the two brands, from retail to terminal, the opening of channels, the establishment of the distributor team, all the places that can get sales must be meticulous and comprehensive.
Zhang Yiming The introducer said, Twenty years ago, in order to spread Kohler's brand, he visited designers from house to house. Now Kohler has become a popular brand, which means that after the promotion of the whole brand, some products and prices that can be accepted by the public have been used to meet the needs of the whole society. As a supplier, buying is the real start of service. It is worth thinking about how to maximize the service so that the brand can continue to extend and improve the reputation of the people. For example, in the pre-sales, sales and after-sales links, the salesperson can explain every product function to the customer in detail, and pay a return visit 2 or 3 years after use, Make customers more impressed with the product and suppliers, and use the better brand again.
Jointly build a community of interests of manufacturers
After 2017, it entered the watershed of the real estate industry, and home furnishing also entered the post cycle era. The concept of "manufacturer integration" has been mentioned more and more. In this regard, Huang Zuojun He said that both the manufacturer and the dealer belong to a production or sales link, and they are also members of the community of interests or even comrades in arms in the same trench. For the manufacturer, providing good guns, ammunition and product quality is also the continuous demand and requirement of the dealer for the manufacturer; As a dealer facing customers directly, it is a communication medium between the headquarters and customers. It is necessary to find a better fit point so that each product can meet the customized demand as far as possible or the manufacturer can carry out large-scale production. This is also one of the biggest pain points facing the moment, which requires long-term close cooperation between both parties.
Huang Zuojun said for example that when developing new products, he would collect a group of excellent agents to the headquarters for advice, understand the needs of the terminal market and customers, and then give feedback to the R&D manufacturers in a timely manner. Of course, limited by energy, financial resources and human resources, every brand and every product has many aspects, which consumes resources and time. "Focus on a certain product or a certain category and go all out. Only by drilling deep can water and oil be produced, and even water can continue to flow."
In this regard, Zhang Yiming They also have their own views: "The manufacturer and the dealer have their own responsibilities and obligations. The dealer's task is to achieve the purpose of market promotion and sales, how to do a good job in sales and after-sales, so that the brand can bring customers the ultimate sense of experience. However, multiple brands and a single brand actually depend on their own management. After all, each brand has existed for decades, or even hundreds of years, and must have certain value. "
Seize the opportunity to open up the stock and second-hand housing market
When it comes to market layout Outward expansion 's plan, Zhang Yiming express, Every time node will change with the needs of the whole society, and even the sales model will change, at present except Project Department goes to real estate service Hardbound real estate 's market , can also do some old customers 、 Second hand housing business, also I believe the market will become larger and larger. Of course, there will be some difficulties. For example, many customers report that In the current situation of "furniture is customized" and "like chicken ribs", Zhang Yiming believes that people are divided into rational and emotional, and rational customers are generally not affected by fashionable things. Sensual people are prone to impulse and follow the trend, so it depends on the choice of consumers themselves. Take a room for example. It is difficult to unify the decoration style of a family, so Mix and match It is also a good choice.
Zhang Yiming emphasize, In the whole real estate square noodles, meeting With manufacturer conduct Close cooperation, And The national chain real estate headquarters signed a new national strategic cooperation, and Responsible for Sichuan Native region field 。 He believes that, The local real estate in Sichuan is of high quality, also The same is to provide them with good service throughout China.
by comparison, Huang Zuojun It is considered that, Fertilization decoration impact, new house market more and more Limited , but With the continuous improvement of consumers' economic conditions and quality demand in the future, the stock housing market is expected to be in the future. "When God closes a door, he will also open a window as long as he makes efforts. It is normal to try to integrate the strength of the headquarters, the strength of the staff, and even the strength of the peers to create a better life together, so that more Chengdu people will be happier because of European style. This is also my dream." Huang Zuojun Proud.
Jingcai's perception: from the above two dealers, we can see that they have been persisting in their brands for decades, and they are loyal and trust. They work closely with the manufacturers and share common interests; It may be the only way for every excellent dealer to take the initiative to attack customers and listen carefully.
