In recent years, with the increasing living standards of the Chinese people, the concept of consumption has gradually joined the European developed countries. The custom-made furniture such as cabinets and wardrobes in the whole country has become relatively mature in Europe. As a "sunrise industry" in the building materials industry, the whole cabinets and wardrobes have attracted huge attention from the "predators" of home appliances, furniture and sanitary wares! According to the author's understanding from the circle, before May 2012, only the Pearl River Delta region will have more than 30 building materials industry to test the water custom furniture industry. At present, the "predators" that have entered this line have already had beautiful, Haier, Kohler, Wrigley, Dynasty, nature, all-friends, Liansu, and the Pearl of the Pocket. The "2012" that was rumored before the Internet is just a worry for some netizens. Even spoofing, but for customized furniture, 2012 will be destined to be a bleak year!
Competition is not terrible, competition will only promote the progress of the industry, guide the industry to mature, and go to formal! A non-competitive industry is not vital! Therefore, with so many “predators†entering the threshold of this industry, we can only fully prove that this industry is truly a “sunrise industry†and an industry with “moneyâ€! There is nothing wrong with the choice!
As we all know, customized furniture is different from the "what you see is what you get" sales model of the previous products because of the tailor-made speciality of its products. Relatively speaking, its profit margin is relatively large! The author has been in this industry for 7 years and is familiar with the entire industry. Custom furniture originated in China and can be traced back to the mid-to-late 1990s. For example, the cabinet industry started in the 94th year of the European Union. Later, in this period, the North, such as Kangjie, Bolognese, etc., the South, such as Europe, Debao, etc. East China, such as my music, Zhibang, gold medals, etc., these companies have sprung up and began to set foot in the rise. The overall wardrobe is 5-8 years later than the cabinet. At present, the wardrobe leader Sofia is only established in 2003. As of today, for the whole cabinet, 18 years have passed, and the overall wardrobe is almost 10 years old. At present, in the market, in the industry, the development is relatively good, and there are only a handful of those! These also fully explain that the water in this industry is also relatively deep. If you are not careful, you may have a few mouthfuls of water mixed. What's more, you may sink until you overwhelm your head! This can be seen from the "premium" of the home appliance predator!
The rise of a brand is inseparable from the most basic 4P (product product, price price, promotion promotion, place channel). The author has been serving the last company (Piano Cabinet) for 6 years. This company is also a star enterprise in the custom industry. During the period we grew up with the company. I remember very clearly, but also a very deep feeling, the leader of this enterprise, Ma Zong said: Recalling the development process of Piano in the past few years, I was confused in the middle, is it marketing from FromEMKT.com.cn Can you skip this part of production? Later, I found that some links can't jump! The development and growth of an enterprise must be inseparable from the profound internal strength of our own cultivation! Therefore, cross-industry "predators" cut into the custom industry is also the same, can not be separated from the most basic products! Products are the key, as far as I know, the current "predators" have entered some of the custom is not very good There are many reasons why the product has not yet understood! Standard confusion, even the standard configuration module of the sample store in the store has such a problem, no mistakes! Even some people want to eat big fat at the beginning, like the mature enterprises in the industry, how many color plates in the early stage, how many standard cabinet series, etc., are too optimistic about their own market entry, often lead to "indigestion" ", the franchisee complained! At the beginning of the start, I was beaten, this is not necessary! My current all-customer custom wardrobe project is very cautious on this point. In order to test our products, we started our own flagship store in the early stage. In the process of opening our own flagship store, we also exposed our product problems, but these are good things, we can also fix them. In the operation of the flagship store, each positive order is produced and then tested in the workshop, and shipped without problems! After joining this part of the franchise store, the model of the franchise store must be shipped in the workshop before the problem-free delivery, so that you can solve the problem of some repair orders that appear when the franchise store is on the sample! These are just basic, cross-industry "predators" want to enter the industry to come to a beautiful start, but also must have their own unique fist products! Therefore, the research and development of products must keep up!
Secondly, after entering the custom industry, cross-industry “predators†must set their own posture! Maybe in the previous industry, how successful you are, but that can only represent the past! Entering this industry, you are still a newborn baby. You are only a high-profile in a certain field compared with others. The money is more! Many places are immature and imperfect! So at this moment, the limited advantage you cut into is your popularity. I also know that some "predators" want to step into this industry, and they worry that their poor operation will affect their own parent brand. Considering a lot, concealing, custom projects can not be used to play the mother brand, then you can even The advantages of limited points are gone! Although the money is more, but each investor is not a fool, just started to invest 10 million into this threshold and can not accept the money to accept, and then let him additional investment of 20 million, 50 million. . . . . . Don't make money or see the prospect of making money, will he still vote? Therefore, it is recommended that the "predators" should not be obscured when they come in. It is necessary to play "XX" with "XX" and Huashan one road, so that they have no retreat and fight back! It turns out that some of the veiled "predators" who came in early are not ideal for developing this piece of customization.
Once again, the investment in the full set of operating systems must be improved and then shot! The imperfect early stage must be perfected, even if it is slower, it doesn't matter! All kinds of operation management materials, supporting documents, etc., can not be leaked in one link. They often meet and try to go through the process to see if they can get through, brainstorm, and ask questions. Mature companies have their mature models. Although we started out as a "predator" in a certain field, it is definitely not comparable in this link! Especially for the store design, this is an important part of the franchise, the effect of the store design will directly affect the brand image, the effect of terminal sales, this link must work hard! At this time, we should refer to the design of the exhibition halls of the excellent enterprises in this industry. It is not unreasonable to accumulate deposits for so many years! At the same time, the design of the storefront should be standardized, the template should be finished, the brand image should be maintained, and consistency should be maintained!
Fourth, the selection of business should be cautious, don't be afraid of high thresholds, rather than lack of abuse! Cross-industry “predators†are relatively high in brand awareness compared to existing companies in the custom industry. This is the biggest advantage! Since there are advantages, we must maximize our advantages! From the development of the past custom industry, due to the early stage of the start-up, that is, the national stage of the staking, in order to survive, the general threshold is very low, what kind of business as long as you want to do, give it, this is also the brand development must After the stage, the network was almost finished, and began to intensively work before it began to adjust and optimize. Looking at the entire custom industry, from quantitative change to qualitative change, Ou Pai and so on have actually started a full-scale outbreak around 2006, and the adjusted high-quality franchisees have begun to enter the harvest period! Cross-industry "predators" can rely on their own advantages to quickly cross this link, directly to select quality suppliers to join in one step, greatly shortening the harvest period! Because it is like farming, we use "efficient fertilizer"! The author's company enters the custom industry is also using my ideas, greatly improve the threshold of joining, is the business I want to play together, not what I want you to play other! Be confident in yourself, because there is a high reputation of "predators", it is not afraid to find a good business! Besides, the threshold is low, and all the bad businessmen are getting in. It takes several years to adjust, which will greatly affect the whole process of custom business! At the same time, in any industry, the resources of big brands are limited and unique, so you must have enough confidence to bring in the high-quality business district you want!
Fifth, the quality of the business that comes in the circle really needs to be "nanny-style" and "fool-like"! "Nanny-style" service system, "fool-like" service model! This sentence is not empty talk, if you want to succeed, you must be able to land! Because of the special nature of custom furniture, the requirements for professional knowledge and professional skills are relatively high, and the talents in the industry are rather scarce. Many times, we can only train ourselves. This requires a relatively complete training system! The all-friend custom wardrobe has completed the 001th training under my leadership, and the effect has reached my expectations! More importantly, after I have a high threshold, the high operating management fee is a substantial help to the franchisees. After the initial professional training, I will send a professional opening team to help ensure the success in the early stage of the opening. Opening! Later, after being included in the normal sales track, there will be regional managers who can do practical things from time to time to provide market-oriented training and help, truly "nanny-style" and "fool"! Just like McDonald's and KFC, you only have to invest in my way after investing, and there is no problem!
If you are strategizing, you can win thousands of miles! Apply the old saying on the stock market: the stock market is risky, investment needs to be cautious! Although the cakes in the custom furniture industry are very large, cross-industry “predators†enter the custom furniture industry. Are you ready?
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