Mid-Century Modern Dining Table INCHEE FURNITURE CO.,LTD , https://www.incheecasa.com
Marketing as a cabinet company into the marketing misunderstanding
Now, for the cabinet industry, marketing has not only meant a point, an advertisement, but a complete set of processes and management practices. In order to gain more revenue through marketing, cabinet companies must work harder. However, looking at the current marketing model of the cabinet industry, there are still many imperfections, and it is urgent to improve the cabinet enterprises.
Heavy price is not important
In order to compete for a limited market share, some composite cabinet manufacturers will not hesitate to lure consumers at the cost of “bleedingâ€. The industry is not standardized, but if you want to use a "speculative" approach to run a business, it will surely go extinct. The price of a product cannot be maintained because it does not reflect its value, and of course consumption cannot continue. "One penny and one share", this is just the use value of the product itself. To achieve "a very good amount of money," you must give "goods" something more valuable.
Fish and bear's paw size
Despite the expanding market capacity, companies have found it increasingly difficult for consumers to pick up their wallets. The root cause lies in the fact that cabinet companies cannot adapt to changes in consumer spending habits and consumption abilities, do not pay attention to market segmentation, and invest limited products in an infinite mass market.
The size of the whole eats, often leads to a market that is rich in profits and benefits, and the market with low added value cannot be controlled. In this case, some foreign companies entering Shanghai have even come up with a "smart" approach to multi-brand production in order to bring products into the market. That is to say, several brands are produced in the same factory, but they have adopted different surnames, company names or trademarks. After being put on the market, they eventually lead to channel conflicts and price conflicts. The dealers are suffering.
Excessive promotion lacks core competitiveness
Once there was a well-known large-scale building materials store, after the "Cabinet Festival" over the "Cabinet Week" and then the "cabinet event", etc., first seen in the market, the film is thriving. But after consumers wait and see for their paralysis, the mall is a poor man.
In the regional market, each cabinet brand also has a variety of promotional methods, speculation concept, shopping price, and finally form a vicious circle. If you are not sure about the company's continued competitiveness and development, and will not enhance its core competitiveness, it will only survive more difficult or decline more rapidly.
Over-promotion is the result of homogenization of products. The problem to be solved is naturally the innovation of products. In order to prevent competitors from imitating, it is necessary to change the technology of the new product development model, and form market barriers before the birth of the product to strengthen the market appeal of the product.
Heavy corporate image ignores product image
This image is concentrated in large and medium-sized composite cabinet enterprises. In the consumer's impression, most of them only heard that their advertisements or certain companies are strong and have good reputation, but they know very little about their products. Corporate image is important, but the competition for market share depends mainly on the product image, that is, the construction of product brand, not just the prominent brand. Consumers buy products rather than the name of a business.
Personnel management only results
Most of the marketing staff in the composite cabinet industry have no sense of occupational safety. In the process of assessing talents, many companies focus on performance and create performance. Adopt a simple salary model and not pay attention to the career development of employees. There are very few companies that can conduct formal training, and many training jobs are just passing through and endorsing books. Enterprises should not only train to improve the company's performance, but also provide systematic strategic training for employees' career development to enhance their adaptability to change. To do this, we must fundamentally change the concept of employing people, that is, to create value for their employees, not just to obtain value from them.
Pre-sale and after-sales in resale
When selling products, you can get a lot of quality, and any brand of products can be guaranteed for 15 years and 20 years. Consumers will be competing for problems after they use them. If the situation is serious, they will simply leave behind. In fact, many companies are also concerned about after-sales, but because this service requires a lot of cost, the customer management system alone requires a lot of financial, human and material resources. If the after-sales service management is too rough, the customer information is not up to the level of marketing services, and it is impossible to segment the market.