Turn training into sales supervision
——Interview with Zeng Xuhui, Chairman of Yuting Furniture
Since the development of the market, the threshold of the furniture industry has been reduced, which directly promotes the increase of employees in this industry. Dealers also present a mixed situation. As an enterprise, you must escort dealers with your own experience. For training, although many furniture has not fully realized its importance, but in recent years, many companies have begun to establish relevant training departments in-house. This department alone provides support and assistance to its dealers in terms of operation and management. Last year, Yuting Furniture set up such a department and started to do a large-scale training of shopping guides, and then from northwest to east China, training in districts. But its training should be described as "supervising", supervising and guiding the survival and development of the enterprise.
Teaching methods
Zeng Xuhui said that their current dealers are new and old, some dealers do not understand these industries, and some are not well-versed in management. Many dealers who have just entered this industry do not know how to operate, and are confused in terms of management, personnel, and cost-effectiveness. Of course, this situation will also happen to some disoriented old dealers. Business establishes channels, but terminal performance still depends on store management. Therefore, when you invite business, you must give this dealer support, help them run the store, and teach them how to operate. Therefore, after the new store is opened, the company will have steps and methods to assist the dealer to open the store.
There are many theories about opening a store. Enterprises have to teach these theories, and they need to be concrete and formalized, and even make a table. Generally, the management of the dealer is first taught. Of course, for all types of dealers, different methods will be used to teach. If the training is effective, the dealer will also hope that the company will consolidate the training again.
Market needs
Mentioning why training is needed, Zeng Xuhui said: "Training is the need of the market and the needs of our business. Now the development of dealers is very difficult, and our business needs them to live. The dealers live to support our business Growth. This is mutually beneficial. Of course, the previous era of extensive and sellable products certainly did not require this kind of training. â€Although dealers need training most, they do not have this ability and resources, and a Dealers have a long journey to explore how to do training. The training is conducted by the enterprise, and the teaching can be comparable, and many dealers can give advice. In this way, a spiral growth can be formed slowly. Therefore, in fact, the most benefit is the enterprise.
Supervision system
When it comes to who should do the training, Zeng Xuhui believes that furniture training is still dominated by enterprises, and you can also find professional teachers to do some ideological and strategic planning at intervals. But basic training is the most important, and it must be done frequently and continuously. The training of Yuting, specifically called "supervision", is to supervise and guide dealers to carry out. Supervision, not only to teach dealers how to do, but also to see their specific implementation, to evaluate, and finally to guide. Give specific action recommendations and produce a diagnostic report. Referring to the development of this system of supervision, Zeng Xuhui said: "I haven't thought about a problem very deeply. If we can cover the sales staff of two or three hundred stores across the country, it will be very successful. It must be chained, reproducible, effective and simple. "
Take the road of furniture culture
——Interview with Marketing Director of Dongguan Kaisheng Furniture Co., Ltd.
In recent years, as the competition in the furniture market has become more intense, the seller's market has changed to the buyer's market. Furniture companies have introduced brand concepts in an attempt to increase their added value to differentiate their products. Especially nowadays, China's international status is increasing day by day, and Chinese cultural traditions have begun to form a certain influence in the world. Therefore, Chinese furniture companies no longer copy foreign development routes, and no longer rely solely on Western culture to attract domestic consumers. Chinese style and Chinese style began to prevail in the furniture industry. On the other hand, modern people pay more attention to fashion and fashion. As a result, more and more companies want to show the traditional Chinese characteristics while catering to the modern people's fashion taste. Dongguan Kaisheng Furniture Co., Ltd. is one of them. Its newly launched Kaifuxuan series includes two styles of fashion and Chinese, and strives to create a blessing culture and take a road of furniture culture.
Breakthrough development route
Dongguan Kaisheng Furniture Co., Ltd. was established in 2004 and is a large furniture manufacturing enterprise with independent import and export rights. Kai Sheng originally made American furniture. It followed the European and American culture, art and furniture styles, combined with the living environment and living habits of Chinese people, adhering to the business philosophy of "American furniture that Chinese people can afford", launched "Meishumeijia "American style products. In recent years, the company broke through the original development route, began to explore the domestic market, and established Kaifuxuan Furniture Co., Ltd. This year, its main strategic mission is to operate research and development, and strong sales. The first is to achieve R & D to an excellent industry standard, and then build a strong brand operation team.
Create Fu Furniture
For the newly launched new product series, we introduce forward: "Our product is positioned to take a fashion + 20% classical route. This classical includes Chinese classical elements and cultural elements. Whether it is plate type, plate wood, or to develop in the future Solid wood, we will always implement this cultural route. Because the design of panel furniture is similar, either European style or all Chinese style. All Chinese style is more dull. European style, which existed for centuries ago, also There is no room for change. Therefore, we want to go our own way in product development. "Kaifuxuan's products now include 20% classical elements and 80% fashion elements. What it wants to create is a kind of blessing furniture, including Chinese blessing culture and a sense of happiness of people into the furniture. To embody this culture, it is first presented in terms of product design, and then cooperated with the company's brand promotion and terminal specific marketing.
High-profile restart Hengli, innovative ways of management
——Interview with Leng Yue, general manager of Yaobang Group
According to market changes under the control of the property market and accurate analysis of the furniture market in three aspects, Yaobang Group relaunched the Hengli brand with a high profile. And will apply new standards and new operating modes to the middle class. As Hengli ’s new slogan says, “Hengli Furniture, a happy life for the middle class!â€
A five-color, improve the output of a single store
At present, compared with entering stores, the single store business model is becoming more and more popular, and it has also become a trend. However, the cost of operating a single store is very high, and it is increasing year by year. More importantly, high cost does not bring high profits. Many specialty stores operated by dealers are in a stalemate that does not know how to increase sales. So how to reduce costs and increase single output is particularly important.
As a panel furniture, it is difficult to obtain double sales in a terminal store with a single color system, so only by using multi-color systems to meet the consumption needs of different colors can the purpose of increasing sales be achieved. Therefore, the Hengli brand uses five different colors to serve the consumer groups of five color systems at the same time. In this way, the target population has expanded, the cost of a single store has been reduced, and the natural output has also been improved. And operating with five color systems can increase profitability, reduce the pressure caused by high costs, and reduce operational risks.
Process optimization and improvement
For the optimization and improvement of Hengli's products in the process, Leng Yue introduced: "The basic concept of Hengli's new product series design and process is 'let the product speak, so that consumers can see the value'. Optimization and improvement are embodied In three aspects. Firstly, in terms of materials, we use German Schatz's facing materials, international E1 level environmental protection standard plates and high-grade Dongtai hardware. Secondly, the adopted rails are silent cold-rolled steel three-section rails. All the plates are thickened, and the service life and load-bearing capacity have been improved. In addition, many details have been improved in the bedside, the interior of the wardrobe, etc. In short, the new technology makes the furniture more valuable and more humane. "Aesthetics, mechanics, practicality, durability" is still our consistent pursuit of products. "
Demand marketing model
Dealers operating the Hengli brand in the early stage need to pay attention to the following: First, the ordering model. In the early days of operation, dealers may be confused when facing the stocking of multi-color products. Therefore, Hengli requires dealers to adopt the ordering model in the early stage. After operating for a period of time, the market law is obtained, and then appropriate stocks are prepared. Second, the service model. Because a single shop needs to put five color products, the structure of the products in the store will be more complicated. Due to the limitation of the size of the single shop, many products cannot be displayed at the terminal. Therefore, a single shop is equipped with a large number of shopping guide props , Must also be equipped with 5 to 6 shopping guides. And these shopping guides must be proficient in the five color systems and process innovations of the product. Finally, the brand promotion model. Although the development of Hengli has gone through 25 years, the new products launched this time belong to the latest technology of Guangdong furniture. Therefore, it is not possible to rely solely on the promotion of mass media. It is also necessary to promote some specialty stores in the region. Hengli will also send professional market instructors to cooperate with distributors to do these promotions.
Brand new terminal promotion
The terminal promotion of the newly launched Hengli products adopts a brand-new experience consumption strategy. At the terminal, Yaobang allows consumers to see their ideal pursuit of room dressing, and truly feel the charm of furniture in the room. In addition, a large number of shopping guide props can consciously guide consumers to buy, which breaks the only pattern in which the shopping guide staff in traditional specialty stores play a decisive role. In terms of promotion and support, Yaobang also follows the consistent principle of vigorously supporting dealers with development potential and management capabilities, and will provide different support policies and conditions in different markets, and actively and flexibly use and support.
Multi-faceted brand promotion
In 2011, in addition to the continuous high-density media delivery, Yaobang will also increase its investment in key periods, such as major festivals and peak sales seasons. And use the specialty store as a base for brand promotion, and conduct training and guidance on brand culture, product knowledge, competitive product analysis, sales skills, terminal pragmatism and other aspects to the shopping guide staff of the specialty store. In addition, Yaobang will also guide dealers to conduct marketing activities through professional market analysis in terms of promotion strategies, market management, advertising investment, training shopping guides, terminal construction, and store activation. In terms of advertising slogans, both Yaobang Furniture and Hengli brand adopted new advertising slogans. The advertising slogan of Yaobang Group changed from "choose brand, choose Yaobang" to "aesthetics, mechanics, practicality and durability", and Hengli's slogan was "happy life of middle class". The adjustment of the advertising slogan is to attract a specific target group and to add a stronger support point for the consumer buying industry. In short, Yaobang's brand promotion is multi-faceted, and every aspect needs to be strengthened, as well as the active cooperation of dealers.
Internal and external training
To become bigger and stronger, an enterprise must go out and enter a global perspective. All aspects of Yaobang from production to service have been perfected, and it has been able to balance both internally and externally. Therefore, after the financial crisis, major adjustments have been made in the market strategy. One of them is internal and external. Moreover, in view of the impact of the new domestic real estate policy on the furniture industry, furniture companies should not ignore the long-term market demand in foreign markets while actively exploring the domestic market. Therefore, Yaobang decided to take the route of both internal and external cultivation, once again to increase the proportion of foreign sales, plans to increase overseas marketing efforts this year.
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