Seven trapped in Office furniture industry Council

China Ningbo office furniture industry over the past 30 years of development, recently, 10 of the most soul-stirring, from selling products to selling products for the market, from waiting to push sales, production office furniture made in Ningbo from advertising, from sales to marketing, never sent money to poor market ... ... We experienced a traditional industry of fast fission. Triggers of the financial crisis set off a transformation of the Office furniture industry in Ningbo, and today, we stand in Shi Zi road, is around is the way forward? Ningbo office furniture industry go from here? We are serious, restrict the development of industries what is the root cause?
Business strategy dilemma
Ningbo office furniture business bandwagon, seeing any Ningbo office furniture products sold, put into production immediately, ignoring the existing positioning product positioning and consumer groups, short-sales, without considering the long-term business development plan. Instead, short-term operating results are often fast development of Ningbo office furniture is not a product, with no apparent business line, which entered a junior competition trap, resulting in considerable waste. Office furniture business enterprises in Ningbo, many are more focused on short-term performance of marketing, instead of focusing on how many businesses during this period were in a production of the same style office furniture in Ningbo, has much of their output, this market to do what long-term plans? Your sales goals, can achieve much higher? Ningbo office furniture once the same supply conditions, vicious competition by means of price war, battle for customers will come, because product sales declines triggered payment cuts, thus a vicious cycle, companies increasingly trying to think in a short period back, therefore pay more attention to short-term action.
Ningbo office furniture brand planning practice senior experts, coordinates planning and design agencies in Shenzhen Chairman Zhang Jianian said marketing strategies including: market research, market segmentation, target marketing, market planning, market positioning. Now Ningbo office furniture enterprises is the core problem of a lack of overall strategic planning and technology, to solve this, businesses need to have to have a clear strategy. Companies don't understand it doesn't matter, but at least they should have the awareness of marketing strategy, change the extensive management awareness, through professional cooperation, combined with their own corporate resources to develop scientific marketing management strategies, and serious and sustained implementation.
Second, product development dilemma
① currently Ningbo office furniture products is relatively extensive, including some of the books from the perspective of the production, there is no divide according to the market. Most businesses cannot plan a clear product line that they can't support the brand image. More businesses to stay in the competition phase. "What the market needs is what" business thinking, develop product strategies.
② Ningbo office furniture research and development is in fact a computer draftsman. Is one of the most important tasks of the designer, "copy", many business owners is the Chief Architect, sees any good models on the market or their own imagination and preferences, draw a sketch or sitting directly next to the designer, command how to sketch. Led to the design of the lack of the spirit of innovation, lack of markets for product demonstration. Ningbo office furniture small businesses or exports this phenomenon is most prominent in the business, the core problem is competition between firms focused on Ningbo office furniture products. From a marketing point of view, product value is divided into core level (value), that is, products for the consumer (consumer) brings direct benefits form (external appearance), that is, appearance, weight, volume, texture, feel, logo, color, packaging and so on; extension-layer (added value), as a service, commitment status, honor, dignity and so on. Now Ningbo office furniture the value of the product itself is the same, core values of homogeneity is very serious. In fact Ningbo office furniture should be in form and extension-layer products as the main means of competition. If the enterprise from the original production of an expert in marketing experts, may suddenly find that "could be better"
Third, price control dilemma
Ningbo rental of office furniture stores and higher, and higher dealer price-sensitive, and manufacturers to drive a hard bargain, retail prices remain high, affecting sales. Ningbo office furniture business profits are mainly concentrated in the hands of dealers. Competitive market, dealers have no loyalty, companies do not have to establish an independent channel to control Terminal, losing terminal business is like losing markets. Firms in Guangdong as an example, thousands of office furniture factory in Ningbo, can effectively control Terminal and a few? When price becomes competitive, by new profit is natural. Unable to end price controls so that prices deviate from market positioning, manufacturers gave up on marketing is the core problem. I think it can be improved through four aspects:
① improving overall quality of sales staff, enhance the assessment of the ability to select resellers, dealers choose identical or similar distribution concept and business;
To strengthen investigation and study on the local market, for dealer status should be timely and efficient;
Establish factory direct control dealer networks, according to market indicators, setting and distribution of the number and types of dealers, building loyal business relationships;
④ develop branding and building, to establish their own brands Ningbo office furniture customers, so that all parts of the market the brand pull so strong dealer team. End price regulation and control.
Four, implementation difficulties
Enterprise marketing organizations is needed to achieve a series of marketing actions, but Ningbo office furniture companies are often found existing organization does not really meet the needs change. Many enterprises to establish marketing agencies currently faces two major problems, that is, on the level of understanding of the marketing function and limitations of the current situation of human resources. Major dilemma in the recruitment of human resources, stability and supervision difficult aspects. I think that the job is not difficult,
① on the one hand as long as reasonable salary levels through professional talent market or Web site can solve on the other, enterprises can also be appropriate to consider Center strategic decision to move to big cities, because of the high quality talent is concentrated in big cities, than to the township enterprises in the area of Office.
II addressing the plight of stability, should strengthen the management of human resources to the hiring of senior human resources manager, code of practice for the recruitment selection process, improving the stable rate of recruits and reduce wastage, on the other hand, make reasonable mandate, Commission and index evaluation system of the pay system, fully mobilize the enthusiasm of staff, provide a good working basis for sales personnel.
And aim at addressing the plight of supervision, to improve the level of marketing, general management, and personnel management into the scope of the assessment of middle-level managers, sales personnel supervision and management.
Five, service support dilemma
Local market dealers no perfect after-sales service, delivery, installation, commissioning and maintenance clean with no follow-up. Ningbo quality of office furniture manufacturers on their no confidence, no commitment to product quality to distributors and dealers only to customers within one year quality guarantee. As for the delivery, installation, commissioning, because dealer because of cost considerations, unwilling to provide additional services to customers. I think for both dealers and consumers, is an explicit demand of services, is effective competition between firms, manufacturers if the height of awareness from the research and development service, is very smart.
① conception and consciousness of brand service, relying on competing services strategy.
② manufacturers to strengthen quality management of production of office furniture in Ningbo, Ningbo office furniture quality assurance commitment to the factory, to the dealers with better products and more reliable quality assurance.
③ the evaluating local market dealers cost services such as delivery, installation, commissioning, factory Ningbo office furniture sales management Department, all distributors to provide services to the local market tracked showed better values and image of the brand.
VI advertising dilemma
Every enterprise have been or are being put on the various forms of advertising, but still can not change the status of the sales slump, dealers saw the advertisement would look at, but not necessarily contract partner. Profits are unlikely, as advertising losses as possible. In the form of advertising is often simply considered advertising, celebrity endorsements is best. Advertising is a communication process, communication, dissemination and to whom what is required and how to spread scientific planning. Right now most of the Office furniture business in Ningbo of advertising is called dealer, in the present market circumstances, such advertising is unable to play its due role. Advertising strategies including strategy, course policies, forms, and so on. Remember Andy Lau, Chow Yun-fat, but could not remember these stars who advertise. This advertising strategy focused only on loan star fame, but no stars and associated product benefits, end up advertising star. Good advertising strategy provided that:
① precise brand positioning, a clear target population;
II appropriate ads and media mix;
③ employing good advertising company to produce high quality creative advertising. Only use scientific advertising strategy, integrated brand management skills, practice for brand management, can completely change the advertising industry's predicament.
Seven, brand-building quagmire
Now Ningbo office furniture companies are paying attention to the brand building, importing CIS, in the form of national chain stores, began their own brand promotion. But overall, the brand building of Ningbo office furniture business, is still at an early stage. In brand building, there are many problems:
① the brand concept errors, some businesses on the verge of the market difficulties, decided to establish the brand, innovation pathways form, and once the new Giro, and brand-building left behind. Many business operators for the existence of errors in the concept of brand management, that building a brand is money in enterprise's goal is to make money, brands cannot adhere and continuity.
② brand definition and, some enterprises to import a VI system, but just a fraction of the brand-building brand recognition. Many enterprises with VI did not establish a brand's core philosophy. Customer brand perception is only coming from the visual impression, the brand connotation without a better understanding. Brand core value needed promotion communication can get.
③ brand understands a single, corporate branding, is a comprehensive system, you need to purchase, production, marketing and other departments involved in, more important is the need for management of the brand-building strategy and specific management implementation. Many companies focus on network-building awareness of importance to maintaining customer relationships, and not on building core competitive ability of enterprises, forming pathways combining business strategy with brand strategy, therefore, simple path operations, into the account is divided up confused, and never able to embody the brand strength in the pathway.
II national specialty stores lack of market consumption. Ningbo office furniture stores have also begun to take shape, but overall business interests first, consumer consciousness, cannot catch the actual market demand. Some independent stores, branding has a certain role, but also because of small size, could not meet the diverse needs of consumers.
Ningbo China brand Union Committee Cao Hongfu Ningbo Director Office furniture office furniture companies to build strong brands, both pathways of enterprise's brand management, brand helped, but also industrial Media Guide. No market was unchanged, only the changes in the market is unchanged. Ningbo office furniture enterprises in the marketing difficulties will gradually resolve, and new difficulties will arise, these difficulties on the market is a matter of personal observation and their service business the problem summary, imperfect only talking about, perhaps to inspire some Office furniture enterprises in Ningbo. But at the same time we must soberly, Ningbo office furniture industry is becoming more competitive, especially in Ningbo office furniture marketing, development and upgrade of competition very quickly, which requires us to Ningbo office furniture manufacturers must keep a clear mind, actively seeking help from brain, using reasonable market strategy to adapt to the new market needs.
China Ningbo office furniture industry over the past 30 years of development, recently, 10 of the most soul-stirring, from selling products to selling products for the market, from waiting to push sales, production office furniture made in Ningbo from advertising, from sales to marketing, never sent money to poor market ... ... We experienced a traditional industry of fast fission. Triggers of the financial crisis set off a transformation of the Office furniture industry in Ningbo, and today, we stand in Shi Zi road, is around is the way forward? Ningbo office furniture industry go from here? We are serious, restrict the development of industries what is the root cause?
Business strategy dilemma
Ningbo office furniture business bandwagon, seeing any Ningbo office furniture products sold, put into production immediately, ignoring the existing positioning product positioning and consumer groups, short-sales, without considering the long-term business development plan. Instead, short-term operating results are often fast development of Ningbo office furniture is not a product, with no apparent business line, which entered a junior competition trap, resulting in considerable waste. Office furniture business enterprises in Ningbo, many are more focused on short-term performance of marketing, instead of focusing on how many businesses during this period were in a production of the same style office furniture in Ningbo, has much of their output, this market to do what long-term plans? Your sales goals, can achieve much higher? Ningbo office furniture once the same supply conditions, vicious competition by means of price war, battle for customers will come, because product sales declines triggered payment cuts, thus a vicious cycle, companies increasingly trying to think in a short period back, therefore pay more attention to short-term action.
Ningbo office furniture brand planning practice senior experts, coordinates planning and design agencies in Shenzhen Chairman Zhang Jianian said marketing strategies including: market research, market segmentation, target marketing, market planning, market positioning. Now Ningbo office furniture enterprises is the core problem of a lack of overall strategic planning and technology, to solve this, businesses need to have to have a clear strategy. Companies don't understand it doesn't matter, but at least they should have the awareness of marketing strategy, change the extensive management awareness, through professional cooperation, combined with their own corporate resources to develop scientific marketing management strategies, and serious and sustained implementation.
Second, product development dilemma
① currently Ningbo office furniture products is relatively extensive, including some of the books from the perspective of the production, there is no divide according to the market. Most businesses cannot plan a clear product line that they can't support the brand image. More businesses to stay in the competition phase. "What the market needs is what" business thinking, develop product strategies.
② Ningbo office furniture research and development is in fact a computer draftsman. Is one of the most important tasks of the designer, "copy", many business owners is the Chief Architect, sees any good models on the market or their own imagination and preferences, draw a sketch or sitting directly next to the designer, command how to sketch. Led to the design of the lack of the spirit of innovation, lack of markets for product demonstration. Ningbo office furniture small businesses or exports this phenomenon is most prominent in the business, the core problem is competition between firms focused on Ningbo office furniture products. From a marketing point of view, product value is divided into core level (value), that is, products for the consumer (consumer) brings direct benefits form (external performance
Establish factory direct control dealer networks, according to market indicators, setting and distribution of the number and types of dealers, building loyal business relationships;
④ develop branding and building, to establish their own brands Ningbo office furniture customers, so that all parts of the market the brand pull so strong dealer team. End price regulation and control.
Four, implementation difficulties
Enterprise marketing organizations is needed to achieve a series of marketing actions, but Ningbo office furniture companies are often found existing organization does not really meet the needs change. Many enterprises to establish marketing agencies currently faces two major problems, that is, on the level of understanding of the marketing function and limitations of the current situation of human resources. Major dilemma in the recruitment of human resources, stability and supervision difficult aspects. I think that the job is not difficult,
① on the one hand as long as reasonable salary levels through professional talent market or Web site can solve on the other, enterprises can also be appropriate to consider Center strategic decision to move to big cities, because of the high quality talent is concentrated in big cities, than to the township enterprises in the area of Office.
II addressing the plight of stability, should strengthen the management of human resources to the hiring of senior human resources manager, code of practice for the recruitment selection process, improving the stable rate of recruits and reduce wastage, on the other hand, make reasonable mandate, Commission and index evaluation system of the pay system, fully mobilize the enthusiasm of staff, provide a good working basis for sales personnel.
And aim at addressing the plight of supervision, to improve the level of marketing, general management, and personnel management into the scope of the assessment of middle-level managers, sales personnel supervision and management.
Five, service support dilemma
Local market dealers no perfect after-sales service, delivery, installation, commissioning and maintenance clean with no follow-up. Ningbo quality of office furniture manufacturers on their no confidence, no commitment to product quality to distributors and dealers only to customers within one year quality guarantee. As for the delivery, installation, commissioning, because dealer because of cost considerations, unwilling to provide additional services to customers. I think for both dealers and consumers, is an explicit demand of services, is effective competition between firms, manufacturers if the height of awareness from the research and development service, is very smart.
① conception and consciousness of brand service, relying on competing services strategy.
② manufacturers to strengthen quality management of production of office furniture in Ningbo, Ningbo office furniture quality assurance commitment to the factory, to the dealers with better products and more reliable quality assurance.
③ the evaluating local market dealers cost services such as delivery, installation, commissioning, factory Ningbo office furniture sales management Department, all distributors to provide services to the local market tracked showed better values and image of the brand.
VI advertising dilemma
Every enterprise have been or are being put on the various forms of advertising, but still can not change the status of the sales slump, dealers saw the advertisement would look at, but not necessarily contract partner. Profits are unlikely, as advertising losses as possible. In the form of advertising is often simply considered advertising, celebrity endorsements is best. Advertising is a communication process, communication, dissemination and to whom what is required and how to spread scientific planning. Right now most of the Office furniture business in Ningbo of advertising is called dealer, in the present market circumstances, such advertising is unable to play its due role. Advertising strategies including strategy, course policies, forms, and so on. Remember Andy Lau, Chow Yun-fat, but could not remember these stars who advertise. This advertising strategy focused only on loan star fame, but no stars and associated product benefits, end up advertising star. Good advertising strategy provided that:
① precise brand positioning, a clear target population;
II appropriate ads and media mix;
③ employing good advertising company to produce high quality creative advertising. Only use scientific advertising strategy, integrated brand management skills, practice for brand management, can completely change the advertising industry's predicament.
Seven, brand-building quagmire
Now Ningbo office furniture companies are paying attention to the brand building, importing CIS, in the form of national chain stores, began their own brand promotion. But overall, the brand building of Ningbo office furniture business, is still at an early stage. In brand building, there are many problems:
① the brand concept errors, some businesses on the verge of the market difficulties, decided to establish the brand, innovation pathways form, and once the new Giro, and brand-building left behind. Many business operators for the existence of errors in the concept of brand management, that building a brand is money in enterprise's goal is to make money, brands cannot adhere and continuity.
② brand definition and, some enterprises to import a VI system, but just a fraction of the brand-building brand recognition. Many enterprises with VI did not establish a brand's core philosophy. Customer brand perception is only coming from the visual impression, the brand connotation without a better understanding. Brand core value needed promotion communication can get.
③ brand understands a single, corporate branding, is a comprehensive system, you need to purchase, production, marketing and other departments involved in, more important is the need for management of the brand-building strategy and specific management implementation. Many companies focus on network-building awareness of importance to maintaining customer relationships, and not on building core competitive ability of enterprises, forming pathways combining business strategy with brand strategy, therefore, simple path operations, into the account is divided up confused, and never able to embody the brand strength in the pathway.
II national specialty stores lack of market consumption. Ningbo office furniture stores have also begun to take shape, but overall business interests first, consumer consciousness, cannot catch the actual market demand. Some independent stores, branding has a certain role, but also because of small size, could not meet the diverse needs of consumers.
Ningbo China brand Union Committee Cao Hongfu Ningbo Director Office furniture office furniture companies to build strong brands, both pathways of enterprise's brand management, brand helped, but also industrial Media Guide. No market was unchanged, only the changes in the market is unchanged. Ningbo office furniture enterprises in the marketing difficulties will gradually resolve, and new difficulties will arise, these difficulties on the market is a matter of personal observation and their service business the problem summary, imperfect only talking about, perhaps to inspire some Office furniture enterprises in Ningbo. But at the same time we must soberly, Ningbo office furniture industry is becoming more competitive, especially in Ningbo office furniture marketing, development and upgrade of competition very quickly, which requires us to Ningbo office furniture manufacturers must keep a clear mind, actively seeking help from brain, using reasonable market strategy to adapt to the new market needs.
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