When a certain domestic cabinet brand was just listed, it adopted a unique marketing strategy, which subdivided the brand and proposed the concept of “smart kitchenâ€. It quickly expanded at the terminal speed of 100 per year, two years later. There are nearly 300 specialty stores in the country, which is known as the industry "dark horse", but the good times are not long, the rapid expansion of brand marketing potential does not have the benign support of the factory backstage, supply delay, quality decline, shirking responsibility, product error, etc. A series of problems were quickly exposed, and the dealers complained that they had turned their backs and lost their confidence, replacing the brand or finding another business.
Don't blindly follow the custom furniture, know how to grasp the rhythm direction
Another new brand, after entering the cabinet market, was unusually low-key. It took half a year to conduct market research, understand the industry characteristics, and market segmentation. Then it took another year to prepare the factory and team, including half a year. In the R&D products and exhibition hall performance, a year and a half passed, I thought that I should enter the market with great fanfare. The brand executives spent another three months renovating a 500-square-meter first-class kitchen experience hall, grabbing store sales. Continue to summarize the problems at the factory and refine its own marketing model.
After one year, the hard work pays off, sales grow steadily, and the expected sales and profits are achieved every month. Then it made a big splash into the domestic market, and copied the exhibition hall and sales model, but it achieved an extremely hot sales performance. It was almost a store that successfully built a store, and quickly set off a boom in the country, and the brand grew geometrically. The brand has spent nearly three years from the establishment of the brand to the domestic market. The three-year period is the basic management, the order and service back-office, the external marketing model, and the entire store output profit model and finally achieved rapid expansion.
Today's Chinese custom home market is already a smoker, and has attracted a lot of attention from many cross-border predators. They have invested heavily in custom industries. These predators are among the best domestic brands, but unfortunately the successful cross-border There are only a handful of brands.
Cross-border marching into the custom home brand is strong, and often face today's customized market based on past successful experience. It is believed that large-scale investment in the regional market, rapid construction of large stores, and construction of multiple stores can quickly break through the regional market.
"This idea is correct. We used to use this routine often, and tried it out!" A general manager of a cross-border brand seems to be winning the custom home market. Building a big store, and quickly opening more stores, expanding influence, and establishing the influence of the regional market. With one belt and three, this model is very powerful. This is the typical "model power" and "star fire". It can be "the original" theory, but it is a big mistake in the custom home industry.
This is a typical marketing "myopia". The great success in his industry has made decision-makers confident in their own brand. They believe that their success is "all-in-one" and can be replicated successfully.
The custom industry is not appreciated. Midea Group has entered the cabinet industry with “three ins and three outsâ€, and now it has become “chicken ribsâ€; Haier Group launched the cabinet project more than 10 years ago, and absolutely did not expect to fall into the situation of merger and acquisition by Japanese companies today; Mingxuan Furniture, Filminger Floors, Aucma appliances and other cross-border brands are no longer there.
Behind the rapid expansion must be supported by a strong system. Customized home marketing is a very complex "system marketing" and "engineering". This systematic performance is:
1. Strong production system, providing first-class products and services; custom home furnishing industry has the saying that “production determines salesâ€. Without a good internal production supply system, it will directly lead to slow loading of the terminal, slow ordering, and thus the production cycle. Long, customized products do wrong goods, do not ship, delay orders, and often see, will directly lead to terminal dissatisfaction, customers complain greatly.
2, product performance is expressed in the form of exhibition halls in the terminal, is the most direct first impression of consumers. The display system is the shape of the brand, and the product performance is the soul. The exhibition hall is the consumer's initial understanding of the brand and the most complete display of brand positioning and style.
3. The terminal training system is the source of brand development. As a specialized and sophisticated home furnishing industry, manufacturers have realized the importance of the training system early. Through the closed basic training of nearly one month, the dealers have been fully recognized and the manufacturers need Through training, it conveys a series of guiding systems such as brand positioning, corporate culture, core appeals, terminal language caliber, service standards, etc., and these can never be achieved overnight. It takes half a year or even one to two years to run--combat-summary - Perfect to complete. It is the crystallization of collective wisdom, which is the key to the long-lasting brand tree, and these are not valued or even ignored in the industrial finished product industry.
4. The manufacturer's internal and external service system for dealers is the core essence of franchise. Customized home is a typical franchise industry in essence. The franchise industry has very high requirements for standardization, standardization and process. It is through a series of actions to complete the control and mode creation of the terminal, thus ultimately ensuring the "whole store output."
Therefore, it is not unreasonable to customize the “three-point product, seven-point service†in the home industry. Under the large-scale production system of the finished products, the OEM can complete the initial products, but in the custom industry, there is no perfect production and order service, no order support, matching quotation, customer service, after-sales, technical and production support. The faster the initial store is built, the higher the requirements for back-office operation support of the company. On the surface, it seems to be developing very fast, but behind the bustling, there may be hidden reefs.
The “fast and slow theory†belongs to the characteristics of the custom industry, which is also an important reason for many cross-border brands to enter the custom industry. Only by grasping this characteristic can we truly achieve the "fast" in the target, preferring the "slow" in the early stage and the "fast" in the later stage.
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