Products, channels and terminals have been eliminated
You may wish to review: Before 2000, as long as the manufacturers had strong production capacity and the dealers could get the goods, they would make a lot of money. This stage is called "product is king".
From 2000 to the end of 2008, hypermarkets began to rise, with hundreds of thousands or even hundreds of thousands of square meters, which made the "Red Star Macalline" as a typical hypermarket highlight. It really envied furniture manufacturers. At the same time, furniture fairs were popular at the same time, which gave birth to the prosperity and development of the "exhibition economy", and it is not an exaggeration to cover up with the sky. These two forces work together, the "shop-in-shop" has grown N times, and a large number of excellent shopping guides have begun to become "little bosses". They are looking for "dark horses" at the exhibition. Who can become "channel brands" at this stage, That is, the brands recognized by dealers and hypermarkets will be slightly better, but when looking at the entire furniture market, there is still a lack of real mass brands and consumer brands. It is in a mixed situation. This stage can be described as "channel" Is king ".
Since 2009, the home furnishing industry has gradually entered the "terminal is king" stage, which is manifested in the increasingly fierce competition in hypermarkets, the homogeneity of products in general, the serious diversion of consumer groups, and the diminishing number of customers. . Admittedly, the occurrence of the above phenomenon is not unrelated to the impact of the economic crisis, but we must see that today's consumer market is becoming more and more mature. With the change in people's concept of life and changes in lifestyle, the "one trick" marketing method It has been left behind by the fast-paced market, and "terminal is king" came into being, which can also be regarded as a replica of "a hero in troubled times".
The arrival of comprehensive brand display
What is "terminal is king"? It is to reflect the brand culture, brand thinking, brand value, and lifestyle advocated by the brand through terminal upgrades. It is no longer a separate sales function, but a comprehensive display of brand functions. It will take the brand as the link and the full service as the axis, fully reflect the individualization and differentiation of the products, and truly turn sales into consumption. This is "terminal is king".
Entering the era of "terminal is king", the format of the store will also change greatly. The pattern of unified hypermarkets has been broken, and multiple business forms have been carried out simultaneously, especially the business model of independent heads, which is much concerned and favored. As a manufacturer, it is necessary to select the terminals that are most suitable for you, protect and support the terminals that best match your own brand, and try to gain a competitive advantage.
Judging from the current market situation, China's furniture market is not short of terminal space, but it is an indisputable fact that well-managed and first-class service terminals are scarce. In order to cope with the challenges of the era of "terminal is king", after reviewing the situation, a new marketing model-"Guice · Home Furnishing" came into being. This model emphasizes the concept of "whole home" in a store, Consumers can see as many household items as possible, from furniture in the living room, bedroom, dining room, study, to bedding, home accessories, etc., and even wooden doors, curtains and other items that are closely related to the home, and these homes The style of the supplies is basically the same as the furniture. In this way, the "front-end" of sales can be achieved to meet consumers' "one-stop shopping" needs. As a trade name in the field of furniture circulation, "Guisi Yijia" has been successfully registered on December 28, 2007. For the majority of dealers, taking "Guisi Yijia" as a business name has unparalleled advantages. The appeal of the brand and culture has attracted a large number of loyal consumers, and the unified business image is "live advertising". Reflects the overall strength and deepens consumer trust in Guice.
One-stop whole home becomes a trend
The emergence of "Guisi Yijia" not only filled the market gap, but also adapted to the trend of "terminal is king". It can be said without exaggeration that Jisi Yijia is the best business in the second and third tier markets The model has the following characteristics: The Guice product line is gradually expanding. Upholstered furniture has formed 15 major series, hundreds of varieties, suites, wooden door series has also begun to take shape, and other items such as bedding and accessories can meet the needs of the terminal. In this way, the variety is complete, the quality is guaranteed, and the cost is reduced by own production, which can really benefit consumers and lay a solid foundation for the winning terminal. Brand influence further increased. Guice has now integrated Chinese famous brands and well-known trademarks in China, and its investment in CCTV is continuously increasing. The Guise brand has been recognized by more consumers. resonance.
Profound cultural heritage will make "terminal is king" a reality. An enterprise or a brand has no vitality if it has no cultural heritage. When you walk into "Guisi Yi Home", a sense of elegance and freshness comes out, why? It is because the company has integrated into the brand culture. The brand song "Auspicious Like This" has been heard throughout the country and is unique in the Chinese furniture industry. "Auspicious like this" partition, upright "Gis seal", make people's eyes bright and refreshing. Haiyan screens, Haiyan curtains, Haiyan inflatable models, Haiyan models, "Song of Haiyan", etc., vividly display the Guice culture. There are success models that can be copied. Since the end of 2008, after careful market research, we have tried and explored the business model of "Guisi Yijia". In 2009, we have successively achieved great success in Yantai, Longkou, Penglai, Laizhou, and Muping. Success. Yantai “Guisi Yijia†conducted a trial operation in April, and “May 1†officially opened, which can be described as unprecedented. The sales volume reached more than 1 million yuan in a short period of three days. In the city, it must be said to be a miracle.
The independent gate has won more free space. "Guisi Yijia" requires an independent door as far as possible, and the second and third-tier market area is 2000-3000 square meters. The independence of the door means independence, and it can fully reflect its own style in decoration. In many other aspects, it can also be free from the constraints of large shopping malls.
Will "fool" shopping guides are popular
"Gis billion home" is a trend, it represents the development direction of the furniture industry, is a bridgehead to realize the terminal is king, but if you want to "terminal is king", you must also do the following:
1. Build the belief that you dare to fight to win. The crisis is terrible. It has brought an impact on the furniture market and sent a chill, but what is more terrible is that the winter jacket cannot be found when the winter is coming. The implementation of "Guisi Yihuo" conforms to the trend of the era of "terminal is king". Once you enter Yijiu, household items no longer need to go around. The humanized service allows you to spend the same money, but there are different Enjoy ... These will be destined to "Gis billion home" will become an iconic flag, flying high in the Qilu land and even the country. "Guisi Yijia" is now on the right track, and the successful model is in front of us. The Jisi Group will implement the "Guisi Yijia" business model with great fanfare from the second half of the year. And the mode that can be simply copied will definitely become popular and popular. If you do n’t do it, you ’re sure someone else will do it, otherwise you can only be eliminated. It's better to move than to act. Now is the best time to set up the banner of "Guice billion home", gather the popularity with Guise culture, occupy the mind, and ensure that you can make a profit.
2. Comply with the transition from "shopping guide" to "home consultant". In the era of "channels are king", the status and actions of shopping guides are very important. The shopping guides who will "flick" are very popular, and the "terminal is king" stage. Make customers feel bored. With the rise of "Guisi Yijia", a "home consultant" who is truly responsible for customers and makes them feel trusted in the store needs to give customers a new feeling from the product placement, home style, jewelry matching and so on.
3. Make the service "home". There are many factors for the success of the terminal, such as the location of the terminal, the image of the terminal, and the strong product vitality. I believe that as long as the distributors do as required by the company, it is not difficult to meet the standards. But one thing must arouse everyone's great attention: real sales start after sales. In today's fierce market competition, when consumers buy products, they not only pay attention to the product entity itself, but also value the after-sales service of the product. In this regard, Haier Group has done a good job and is a model worth learning. The development of Haier products from the original local brand to a world brand is inseparable from quality service. The establishment of a service system requires the joint efforts of manufacturers and dealers. The company's customer service center is available 24 hours a day, accepting customer consultations, resolving doubts raised by customers, and conducting regular telephone visits to customers. Only these are still far away. It is far from enough. Only if you really think about the consumers and provide the services in place and "home" to let the consumers get the most satisfaction can you really win the hearts of consumers.
The era of "terminal is king" has come. It breaks the old business pattern and shows strong power. It must be dare to seek change, change is common, and general is reached. This step is the broad sky. The "home" "Sunshine Avenue" will definitely go wider and wider.
In the furniture industry, "terminal is king" can be called a new thing, and its own research on it is relatively superficial, and some opinions may not be in line with everyone's appetite.
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