It was hot, and the rats went out to cool. Just out of the door, being beaten by two cats, the sound of the same cat is the laughter of the familiar cat. "Whoever grabs it, black cat, white cat, catching the mouse is a good cat..."
The rise of the third and fourth-tier markets, the furniture wholesaler "who grabs who it is."
Furniture
Third, fourth-tier market money is better earned
"It should be spent on the rural market." Ya Yongbao furniture manager Ye Yongfei described this to reporters.
On August 5th, a customer in Gongyi Rural bought two sets of bedroom furniture in a few minutes.
“It’s very simple.†Ye Yongfei said that mid-end products are better sold in the third and fourth-tier markets than in big cities.
“Young people who go out to work can accept a slightly higher price.†He said that while the same product, consumers in big cities often choose to buy when they engage in activities.
A merchant who is a third- and fourth-tier market has the same feelings as him.
Shang Xia, the general manager of Shangshi Ya Shiju Fabric Sofa, said that the third and fourth grades made her a very good performance.
status quo
Not all businesses value
In fact, as early as 2010, Henan's furniture industry veteran Hu Shuzheng called for Henan furniture to occupy the third and fourth-tier markets.
At that time, he issued a document stating that with the acceleration of new rural construction and the increase in farmers' income, the third and fourth-tier markets have started. After the foreign brands entered Henan, they have gradually turned their eyes to the third-tier market. In fact, in addition to some high-end brands in Henan, the larger market should be in the second, third or even fourth (township, town) market in Henan Province. Many furniture brand positioning in Henan Province is more suitable for sales in the second, third and fourth grade markets.
But even now, not all merchants are doing third- and fourth-tier markets.
Open shop
Relatively low operating costs
The cost of opening a store in the third and fourth grade markets is quite low.
"300,000 yuan can buy the goods needed for a 1000 square meter store." Ye Yongfei said.
This is not a small number for dealers in county towns and townships. In this case, if you are a dealer with a long cooperation time, you can also enjoy the free distribution.
“The third-tier market has shop-in-shops, and the four-tier market is mostly street-side independent stores. Some areas are still large.†Shang Xia said, “Like more than 2,000 square meters of storefronts, we will operate as a whole, with our own goods, and also help. He is equipped with other people's goods, and all kinds of products are purchased in one stop."
Make a store, have a model, and others can be copied.
First- and second-tier city store rent
City store monthly rent (yuan / square meter)
Guangzhou Jisheng Weibang 200
Beijing Red Star Meikailong 300～360
Chengdu Real Home 300
Chengdu Red Star Meikailong 300～360
Qingdao Ginza Home 135
Chongqing Red Star Macalline 170
Hangzhou New Era Home Market 140
Third and fourth line market store rent
The store rent is not more than 25 yuan / month 26 ~ 50 yuan / month not less than 50 yuan / month
(Per square meter)
The proportion is 10.8 46.2 43
Note: According to "2012-2013 China Household Industry Manufacturers White Paper"
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Who is doing early, who is the market leader
Sichuan Furniture, such as Quanyou and Shuanghu, has penetrated into these markets as early as a few years ago. The main reason is that the panel furniture, the products are “grounded†and the price is close to the people, which makes these brands have higher brand recognition and possession. rate.
However, the third and fourth grade markets are still in development, as market demand is far from being met.
“For the brand-name products, consumers there do not recognize it.†Ye Yongfei said that the actual purchasing power of most county and township consumers is at a medium to low level, and cost-effective products have become their first choice.
"Looking for an influential person can drive the market." Shang Xia said that these consumers often have a comparison.
“Rural people love to sneak in the door and see who is good at furniture.†Ye Yongfei said.
Ye Yongfei believes that this must focus on quality, word of mouth, and good quality and cheap. In addition, there must be products suitable for the market.
“A brand of products has many levels, we can't lose money.†Shang Xia said that it can produce large-sized, brightly colored or dark-colored furniture for the rural market, “joyful and dirtyâ€.
"These markets are preconceived. Whoever does it early, does it well, and who is the boss." Shang Xia concluded.
(Cluster provided: Zhengzhou Fumont Home Logistics Center Wang Xiaojuan Zhang Yujie)
Business log
Before doing business, relying on luck
Now rely on wisdom to do
"In the past, this line was very good. The sofa was moved from here to the place. It was all bought and sold by the dealers in the morning, and the supply was in short supply." Shang Xia, general manager of Shangpin Yashiju Fabric Sofa said.
She founded the brand 10 years ago and now has several sub-brands under the brand.
Accordingly, she began her MBA at a business school in Beijing. She said that what prompted them to change was the "pattern."
"I have never used my heart to manage it before, and the business is no different. Now, even if I don't manage it, I can run it." Shang Xia said, "I used to think that there is a car in Zhengzhou."
But when these were realized, she found that it was not the case. "This is not what I want."
"Now it is still based on dealers, and it will be an agent in the future." Shang Xia said that although the current dealers mainly develop to relatively close provinces such as Shandong and Anhui, the long-term goal is to be a national agent. "There are hundreds of people now, and it will be fine to manage a few people later."
Change also, she began to set up an after-sales service team, and is a 24-hour service.
All of this is called Shangxia's brand influence.
“Business used to be done by luck, and now it is done by wisdom.†She said, “If you go to business school for 3 days, you will get 30,000 yuan. In 3 days, there may be a point that will inspire me.â€
Although the cost is a bit big, she said: "If you have a position, don't do it."
“The height of the station is higher, the people who come in contact are from all over the country, and the level is higher.†She concluded that the pattern of one person is very important.
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