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Since the 2008 financial crisis, the global economy has faced an unprecedented test, and the real estate and home furnishing industries have not been spared. Declining housing consumption, credit crunch, and falling consumption have all brought immeasurable effects to the furniture industry. The alternation of spring and winter always gives people a great drink, making it too late to preview. Faced with the impact of changes in the economic environment and the Chinese government's planning and promotion of the Chinese market economy, transformation has become an unavoidable topic. How to transform, what are the basic and fundamental points of transformation, are placed in front of every furniture company. Objectively speaking, Chinese furniture faces another choice after thirty years of reform and opening up, how to continue and break through, it requires furniture enterprises to seriously consider and make a quick decision.
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So what determines the key to the success or failure of the transformation and upgrading of the Chinese furniture industry, there are four main points: The first is the mentality, the Chinese furniture industry has achieved unprecedented favorable development in the past 30 years of reform and opening up, and achieved large-scale development from small to large, Therefore, our furniture entrepreneur mentality is in a selfish position; second, consumption, the era of large-scale economy is that supply is less than demand, regardless of whether it has sufficient design and brand system operation can get a slice of soup; third is the product R & D, because supply is less than demand, many furniture companies do not pay attention to product design, product quality inspection, and product design structure; the fourth is the top-level design of the company, which lacks from strategic thinking to brand system marketing. Therefore, it is difficult to adapt to the development needs of the modern market during the transition. In order to gain the initiative and development in the present and future development, to break through and become a black horse, you must do the following four points:
1. Starting from the enterprise itself, making products for consumer demand
Most companies are now lamenting the surplus of products and the warehouse backlog cannot be sold. This is not just a question of sales. It is also a matter of cost, labor cost, raw material cost, etc. But in fact, these are all external factors to consider, we did not reflect on the enterprise itself. The boss of our furniture company lacks the attitude to go to the front line of the market to understand the real needs of consumers, resulting in products that may not meet the needs of the market. The target consumer group of the enterprise is locked to the 80s and 90s, and it provides customized furniture and after-sales integration services, and promotes product sales with customized furniture personalized design, which has achieved very good results. Plagiarism of other people's products can only be followed, can only wait for others to eat, and can not lead and surpass. Only by knowing another way and providing product design according to the needs of consumers can they get the approval of consumers and obtain orders.
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Therefore, furniture business owners should open their minds, go out, go to the market, go to consumers, feel their needs and changes, and master their thoughts and dynamics, instead of always thinking about problems and making decisions in the office. This point of Wahaha ’s Zong Qinghou should be said to be the most worth learning. Mr. Zong Lao spent most of the year in the field, grasping information and data at any time, and made many effective strategic decisions. In addition, the Japanese furniture company boss is also worth learning. In many cases, they are not thinking about how much money a set of furniture can be sold, but whether the furniture can bring consumers a comfortable enjoyment, will consumers like. It can be seen that Japanese, European and American furniture companies will spend a lot of energy to study aesthetics, ergonomics, and mechanics, focusing on consumer needs, rather than blindly thinking about how to sell products. Therefore, our business bosses must learn to change themselves when they cannot change the environment, and in the state of impetuosity and dynamic instability in the environment, think about what products are needed in the market and how to provide targeted products based on consumer demand during this period. Only in this way can the products be favored and achieve forward-looking performance breakthroughs.
Second, do a systematic brand marketing
Furniture brand is the foundation of a company's long-term development, the foundation of consumer recognition and trust, and the foundation of the longevity of our foundation. Only the brand can inherit, and only the brand has representative soul value. The brand is not only a symbol, but also a reflection of the value of honesty, a reflection of social commitment and consumption value. Systematic brand marketing can not only help us obtain commercial profits, but also help us obtain consumer loyalty and lasting support. Therefore, our enterprises should reflect on how well brand marketing is done, whether their products meet the brand needs of consumers, clearly know their target consumer groups, and break through the current dilemma. Therefore, enterprises should interpret their own brands, package them, express stories, inject value and soul, establish a brand marketing system, and do a systematic brand marketing. They must learn to tell brand stories and use brand stories to interpret products. Features and advantages that allow products to be automatically marketed. Instead of relying on flickering sales to please customers and realize one-time consumption, it is necessary to do branding and marketing from a medium- and long-term perspective, rather than selling. Only when we truly recognize the value of the brand, and the dialectical relationship and mutual aid relationship between marketing and brand, can we effectively plan and promote.
Many companies now regard sales as marketing, which is actually wrong. These are two concepts. Sales are purely product trading behaviors, and are purely profit-oriented. You can achieve the purpose of selling products through promotion and price difference attraction; while marketing is temptation, attraction, bonding, communication, marketing Through a series of product innovation design, value extraction, story description and services to achieve multiple sales, the formation of continuous sales target behavior. Non-simple profitable sales behavior is a permanent service behavior. Therefore, enterprises should carry out systematic planning and systematic communication of brand marketing. Some companies feel that my products are good, and they have opened stores in hypermarkets, so they do n’t need to promote them. This is wrong. Hypermarket is just a platform, if the consumer does not go to the store to buy furniture, he will not know your furniture brand. Therefore, good brand marketing is very important. It is necessary to continuously let customers know the existence of our brand and product advantages through different channels and communication channels, let consumers fully understand us, recognize us, walk into us, realize communication at any time, and keep the information smooth.
3. The boss must understand decentralization and do internal management
Establishing system brand marketing and product development are inseparable from the market and talents. Talents need an environment and a platform. The platform needs the boss to be fully authorized, give full play to the subjective initiative of talents, and realize the talents of talents. However, many furniture company bosses have to be not only nannies, but also mentors, even coaches, salesmen, and everything. In fact, it is a highly centralized management within the enterprise, and everything must be determined by the boss. Even if you buy a screw, you must ask the boss for approval. This is very unreasonable for a modern enterprise, which not only makes the boss feel tired, but also suppresses everyone's subjective initiative, wastes human resources, causes talent loss, and bloated corporate management.
Therefore, the boss should let go of the figure and know how to delegate authority. Trust employees, let professional people do professional things, fully mobilize the enthusiasm and initiative of employees, so as to achieve the benign development of the enterprise, attract talented personnel to join, promote the company's standardized operation, achieve management breakthroughs, and let Cohesion and explosiveness are stronger. For example, Lu Baigang, the boss of Shandong Freehand Forest, is known for his design. He basically never manages the factory, but his factory is still operating very well. This is why he has established an internal management mechanism that is consistent with the development of the enterprise. Delegate power to the person in charge and manage and restrict everyone's work and behavior through the system.
Therefore, enterprises must first establish a set of internal management mechanisms that are consistent with their own development, and this mechanism has been recognized and supported by most employees, which are very important. With such a mechanism. Let employees go from passive to active, and afraid to assume to take the initiative. Only in this way can the boss be freed and can he have more energy to do important things and focus. If a boss devotes too much energy to specific and trivial matters, and ignores the company's strategy and resources, it will be eliminated in the development process.
In the future, if a furniture company wants to develop, it must clarify the responsibilities of each employee in the company's organization, make plans for each organization sector, and fully realize the breakthrough and upgrade of enterprise management through the improvement of internal organizational structure and system improvement. With the development of the economic situation now, the requirements for managers have increased, and our bosses must continue to learn, strengthen communication with the team, and make progress together, instead of all day long, they must learn. Authorization is not decentralization, authorization is not indiscriminate, but the responsibility is assigned to the responsible person within the scope of the system, so as to achieve the realm of human management to cultural management, and realize the development of personal will and organizational decision.
Fourth, strategic thinking must also be transformed
Strategic thinking refers to the boss's understanding of strategy, the thinking of the company's development status and future design. As the saying goes: "Those who do not seek a domain are not enough to seek the world." Only by fully ideologically recognizing one's own shortcomings and future goals and plans can one learn from each other's strengths and make up for shortcomings, and achieve a phased breakthrough. On the other hand, many furniture companies are only doing factories, not enterprises; they are only making products, not R & D; they are only advertising, not brands. Many furniture company bosses even narrowly believe that the brand is to invest more on TV or the media, and think that product research and development is to find a template in the market to do the same, always thinking that the strategy is to do 10 million this year and 30 million next year. Simple digital thinking. Instead of really analyzing opportunities from the market situation, comparison of product development, resource allocation, talent allocation, etc.
Simple individualism has replaced systematic strategic thinking, which many furniture owners must recognize and value. Therefore, the transformation of furniture companies must accept the facts from the mentality and lack of cognition. At the same time, they must pay attention to open source and throttling and innovation management from management, and pay attention to consumers from brand marketing. This is the mainstream thinking. Finally, we must always maintain the continuous innovation and continuous improvement of strategic thinking, so that we always lead the team forward, instead of relying on personal will or boss authority, but to use thinking to gain recognition, so as to achieve the transformation of strategic thinking.
Simply talking about strategy, management, and branding is not enough. Our business boss not only needs to have a good mentality and a broad-minded mind, but also needs a world-wide view. Don't just focus on the interests in front of you, you need to take a longer view, stand at a higher level, make strategic planning for the enterprise, and improve the top-level design of the enterprise, so as to ensure the long-term development of the enterprise. In a word, we must adjust ourselves mentally, do emotional control, do team mentality management, and do business mentality control; at the same time, we must maintain vigilance and innovation in strategic thinking, and we must improve and pay attention to brand marketing. The importance of system construction should always check and track related issues reflected in brand marketing, gradually enhance the value of the brand, and form consumer loyalty to the brand. In order to achieve internal standardized management, promote the orderly promotion of the brand marketing system, and achieve the brand marketing purpose of management escort.
As the saying goes: "A journey of a thousand miles begins with one step", "Frozen three feet is not a cold day". If our furniture companies want to develop and get better development, they should work hard on management, pay attention to brand marketing, and pay attention to strategy, so as not to despise, do not autistic, not proud, and promote the enterprise and The integration of the market realizes the benign and healthy development of the enterprise, so as to realize the smooth transition and upgrade of the enterprise transformation.
Therefore, in the long run, our furniture companies not only need to pay attention to the design of their own profit model, but also need to pay attention to the standardization of system organization and management, the creation of system brand marketing, and the adjustment of enterprise mentality. The development of a thing will never be unilateral, but a systematic turning point. I believe that our Chinese furniture company will be reborn after experiencing Phoenix Nirvana.
As the saying goes: It ’s not terrible to have problems. What is terrible is that we do n’t have the courage to face them and fix them. It has only been more than 30 years since the development of Chinese furniture companies. I believe that for another 15 years, we will definitely do an internationally excellent job. However, before becoming an international company, please strengthen our management, product, brand, and strategic system planning and attention. (Editor: Peter)
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