Furniture rumors, domestic demand, except for Western thinking
Looking back on the roads that foreign-invested and domestic-funded enterprises have taken in recent years, one can draw a basic conclusion: products are the basis of the extension of the market, and the first hurdle for whether the brand is accepted by domestic consumers. Holding the foreign single product intact to the domestic exhibition or sales will hit the wall. After these hits and re-adjusted products, the domestic sales situation of enterprises often opens. Such as the foreign minister's home to the domestic market. Because domestic and foreign consumers have great differences in cultural background, aesthetic concept and housing conditions, it is reflected in the adjustment of furniture, such as details and product size.
Product adjustment to domestic sales
The person in charge of the Taisheng Group said that through the domestic sales pavement in the past two years, it plans to expand domestic sales on a large scale this year. It is a new choice for many export-oriented enterprises. However, during the process of external transfer, product adjustment is crucial.
Products are the basis for the survival of enterprises. Most of the export furniture manufacturing enterprises have obvious manufacturing advantages. They have great advantages in product cost control and factory management. They have cooperated with foreign buyers for many years to make them in manufacturing details, environmental performance, product ideas, etc. The aspect is in line with international standards and fosters a Western-style way of thinking. If this way of thinking is used to open up the domestic market, it often has little effect.
In the selection of domestic products, companies can choose the right products based on their existing product lines and in combination with consumer behavior. When exporting companies choose products for domestic sales, most of them have the following ideas:
First, combined with the consumer's consumption behavior habits, the single category products are extended to the overall home. For example, Fuheng Furniture's export products were originally functional sofas, but in order to enter the domestic market, the company specially built factories to produce solid wood suite furniture, launched the "model" brand, and quickly participated in major furniture exhibitions, and achieved good results, numerous The dealer is rushing to join.
Second, continue to do familiar with the same category products. The advantage of this is that it can use existing production equipment and, when the export orders are reduced, extract some manpower and material resources to develop products suitable for the domestic market. This kind of doing all kinds of markets has some third-party channels that can be used. For example, cooperation with complementary products of the same type is a good choice.
In the context of economic globalization, countries and regions with different levels of development have also formed various strategic alliances to achieve complementarity, such as the EU and various economic cooperation bodies. If the furniture industry can reasonably integrate resources and products, and complement each other's advantages, it will be able to quickly open up the domestic market.
Recently, the author participated in the establishment ceremony of the strategic sales center of Shengjiali and Tongshida. St. Jiali is a large enterprise in the decorative lighting industry and has many domestic sales points. Tongshida is the manufacturing leader of the energy-saving lamp industry. It is a state-owned enterprise in Xiamen. Its sales in 2010 reached 3 billion yuan, and its annual export energy-saving lamps ranked first in China. Through the alliance, the two have achieved product complementarity and channel mutual benefit, which has achieved twice the result with half the effort.
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