Nowadays, the competition in the wardrobe industry is very fierce. Many wardrobe dealers say that consumers' purchasing standards are no longer limited to simple product quality, and added value such as service and after-sales will often become the reference for consumers. The change of consumer demand directly triggered the overall reform of the wardrobe industry.
From the newly released financial statements of wardrobe enterprises in the first half of 2014, it is not difficult to find that nearly half of the top ten Sofia wardrobe, top solid wardrobe, Yigao overall wardrobe, Paterson wardrobe, Shangpin Home Furnishing, Nierno overall wardrobe, Bangyuan famous craftsman wardrobe, Karnoya wardrobe, Novijia wardrobe, Shiniman wardrobe are new enterprises, Some traditional brands have fallen out of the top ten. It can be seen that in the face of changes in this industry, wardrobe dealers and enterprises must change their concepts, innovate their profit models, learn new management methods, open up new channels, and increase their sales, so as to have a stable foothold in the market.
At present, in order to improve the profitability of wardrobe dealers, they must increase revenue and reduce expenditure, optimize the inventory structure, strengthen information management, reduce operating costs, and transition from a cost center to a profit center. In addition, it is also necessary to innovate the profit model, which is mainly reflected in three aspects: first, give full play to the linkage effect and reputation effect of customer groups, serve old customers and attract new customers; 2、 Take advantage of the strength to increase the development of invisible channels; For example, for the target customer group, we should cooperate deeply with home decoration companies, and use the authoritative recommendation effect of designers to drive and stimulate customers' purchase desire; 3、 Targeted joint promotion with real estate companies, community properties, media, etc.
At the same time, we should also realize that the earliest business model of wardrobe dealers was very simple, just trying to sell the products. Now the wardrobe market is an era of many brands seizing resources, and dealers can't stick to the beaten track. With the fierce market competition, many dealers begin to choose a diversified business model, take the initiative to use the concept of "big home", cooperate with the same brand level of decoration, wallpaper, carpet and other brand businesses, to achieve customer resource sharing, achieve "hat covering" centralized marketing of products, so as to reduce the overall cost of brand promotion and jointly seize a larger market share. Multi category cross industry marketing will be the future development trend of wardrobe dealers, and there will be many new models.
No brand can be separated from sales, and no sales volume can make a brand. A good brand must have good service, and good service must bring good reputation. Therefore, service is the foundation of brand marketing. For a long time, wardrobe enterprises and dealers have been striving to build brand awareness, and their willingness to expand brand influence is becoming stronger and stronger. On the one hand, they can prove their strength and attract more attention from consumers; On the other hand, it can also improve the loyalty of consumers, and building brand influence will become the future development direction of dealers.
No matter how the consumer demand changes, and which direction the wardrobe industry develops, in today's frequent changes, it is a feasible method to innovate the brand profit model, whether enterprises or dealers, but more importantly, it is the unremitting efforts and persistence of enterprises and dealers!
