The furniture retail owners are in the dealers. Therefore, the key to improving and improving the status quo of the industry is how to properly coordinate the relationship between the parties to achieve a win-win situation. Mr. Hou Kepeng, Secretary General of the Shenzhen Furniture Industry Association, once worked at the Southwest Home Furnishing Industry Development Forum. This problem has been resolved as follows:
The status quo of the dealer's "sandwich"
(1) Store and dealer relationship
The core of the relationship between the store and the dealer is the store rent. The dealer hopes that the lower the rental cost, the better. The store certainly hopes that the rent will be collected as much as possible, so this is a pair of inevitable contradictions. This contradiction is now increasingly stimulated, especially in The performance of first- and second-tier cities is particularly obvious, so many large cities are now experiencing the “demolition of storesâ€, but this contradiction is always present and will exist for a long time. Although they are contradictory, they can coexist or even win together. In the process of development, properly handle the relationship and interests of both parties, strengthen communication and take into account the interests of both parties, and ensure that this harmonious development of contradictions is feasible and necessary. Distributors can promote their own brands through hypermarkets. You can get more profit through brand distributors.
(2) Factory and dealer relationship
The factory has the core relationship of the dealers in the number of stores. The factory hopes that the dealers will open more stores. The more stores, the better, so that more products will be put on the storefront and the goods will be received in time. And dealers are more concerned about which factory and which product to choose to make money? Now the dealers are no more than before, generally only get the goods to make money, especially since last year, this market everyone understands that there are not many dealers who really make money. It is very troublesome to pick goods under such a market. One thing, so dealers will be more cautious in opening the store to get goods, saying that this is also a relatively hidden contradiction.
(3) Relationship between factory and store
The relationship between the factory and the dealers used to be less sharp. It was a dealership anyway, but now some hypermarkets are going to let the dealers quickly enter their stores, they will set up a routine with the factory and let the factory come to the dealers. Pressure is applied, dealers can not enter, so the dealer's current situation is like the "sandwich layer", squeezed on the top, do not open the store does not make money, the store does not necessarily make money, the speed is not fast may be eliminated by the factory, so say the day Not too good.
(4) The relationship between the store and the consumer
The relationship between consumers and hypermarkets mainly depends on consumers being dissatisfied? Now the promotion activities of furniture stores are flying all over the sky: there are so many activities to buy 2000 to send 1000, so who is the one to send to the bottom? Factory delivery or delivery? In fact, most of them are sent by dealers? Even if you do this, consumers will buy it? Can tell you, never! Most of them feel that the home industry is too hydrated, and it is a profiteering industry. Especially when the Da Vinci incident comes out, consumers are more convinced of this, so what is the reason for this kind of consumer distrust of the store? What? In fact, fundamentally speaking, consumers cannot be blamed. They can only blame some practitioners in the industry for failing to abide by the rules of the game, blindly advocating vicious competition and fighting price wars. Therefore, it is necessary to create a good consumption atmosphere and the industry must work together to contain improper practices. competition.
ã€opportunity】
The potential market for urbanization and new rural construction is huge. At present, the average level of urbanization in China is 49%. The continuous urbanization means that the rural population will enter the city in large quantities. By 2030, the urbanization level is expected to reach 65-70%. The potential is huge. Our Shenzhen Furniture Research and Development Institute has conducted research: there are currently 1.34 billion people in China, but the population that can afford to buy furniture is less than 400 million, which means there are more than 800 million potential of nearly 900 million people. The market, so the dealers you are working on are still in their infancy, and the entire furniture industry is still in the middle of development. This is why the Chinese furniture retail industry has been growing for so many years, and the work you are doing has potential and prospects. jobs.
Hard demand still exists
Although the real estate regulation and control exists, it has a certain impact on the home furnishing industry. However, China’s population base is so large, the absolute consumption value is still very large, the hard demand will not change, and it can only increase, because everyone wants to consume better. Things, live a better life, so as long as the economy keeps growing, consumption will certainly grow.
ã€challenge】
Most dealers have a "pick-up" mentality
At present, the biggest challenge for domestic distributors is the mentality and ability of challenge. Whether they have changed their own ideas and courage to change the industry. Most dealers are still sticking to the principle of “sitting businessâ€, choose a place to open a store, please Even if everyone is in good shape, in fact, can this kind of "easy-minded" ease of mind put furniture; the retail industry continues to grow bigger and stronger? The answer is obviously no, the old saying that "the country is rich must first widely" is the truth. If the country is rich and prosperous, it must first expand its borders. If furniture dealers want to be bigger and stronger, they should not just enjoy the business. The ease of being, and the fear of rejecting the challenges of doing business.
Reform and development
Become a knowledge dealer
It is easy for everyone to understand that one's progress requires knowledge as a support, and the principle of one industry advancement is the same. The progress of the entire furniture industry requires the continuous accumulation of knowledge of the dealers.
To do this, we must first improve the spirit of the dealers. Doing business is not limited to "supporting the family." Most dealers now say that there are dozens of thousands of them. It is certainly not a problem to support the family. Therefore, We must expand our business and stick to it as a belief.
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