Four corners furniture, choose us, not wrong!
1
Differences in business characteristics
Generally speaking, a large part of the final product distribution model in terms of terminal costs is inventory . There is no inventory cost in the custom home industry, but the one-time investment is high and the replacement cost is high. Finished product stores, especially some small-sized product stores (such as kitchen appliances stores), have a small storefront area.
If there is an error in our store selection, the readjustment loss will not be great. But for custom home shops, because the sampled products and the accompanying decoration are not very easy to replace, they are relatively fixed, so the cost of site selection, design, installation and decoration of terminal stores is quite high.
2
Differences in terminal requirements
The distributor function of the finished product model is completely different from that of custom home. Finished product distributors are more required to have warehousing, logistics and marketing capabilities. The core functions of customized home furnishing distributors include design, installation, shopping guide, after-sales, advertising, marketing, logistics and other aspects.
From the perspective of capability structure, the distributors who make finished products will be relatively extensive. What they need is strength and courage, but the distributors who make customized home furnishing industry need to have comprehensive quality and literacy.
Either you have a certain design ability, installation ability, sales ability, or you have a relatively strong management and resource integration ability, and have higher requirements for the dealer's personal ability.
3
The difference between selling products
The finished product is sold as a product in the terminal, and the consumer is concerned about price, style and quality.
But for the custom home furnishing industry, what is delivered to consumers is actually a project. Whether it is a kitchen cabinet or a wardrobe, what is displayed in the store is just a sample.
The consumer's home is a project that involves products, design, and installation. What he really cares about is the furniture style , decoration style , and delivery time.
This involves the control of the entire process, whether there will be errors, and whether the customer needs can be well understood in design, so the product form of the finished product and customized home is completely different.
4
Management focus
In terms of sales management, finished products and custom homes are also very different . The terminal sales management of finished products is more about controlling inventory, strengthening order control and reducing operating costs, which is the focus of finished product sales management.
However, for customized homes, what is needed is store image management, team training, business capability improvement, and order error rate management.
The number of orders for customized home furnishing is far less than the number of orders for finished products, but each order will involve design, measurement, installation, after-sales, transportation, which is completely different from the sales management of finished products.
5
Sales channels
It is relatively simple to market finished products on the terminal, either by promotion or by brand, so the marketing of finished products is about brand creativity, advertising placement, and promotion strength.
In the custom home furnishing industry, consumers are not very sensitive to price. Market promotion is more about product experience, designer promotions, and community activities. Relatively speaking, the brand's pull on the consumer group is far more than the experience of the product itself.
A very important influence group in the current home improvement market is designers. Communication, communication and promotion for designers are more efficient than promotions for end consumers.
From the perspective of the marketing of the entire custom home furnishing industry, the community is a very important battlefield. The new community is where the house is centrally decorated. It is locked in one community for marketing and targeting the entire large market population. The operation method is definitely Different.
6
Target audience
For the finished product, the target audience is uncertain, it may be either a unit, a project, or a family.
Because the target consumer group is not specific, the methods and methods of product planning and marketing cannot be focused, and they must rely on the media or creativity.
But for the customized home furnishing industry, its target consumer group is very clear, that is, the owners of new houses and secondary decoration.
In a sense, you already know where the target customer is. All you have to do is find the target customer, and then convince him or influence him to close the deal.
The biggest advantage of doing customization is that the communication time with the target consumer is relatively long, and the orders are relatively large, and the communication cost with the customer is relatively low after being diluted. The operating methods and means of the market are very different from the finished products.
7
Customized in raising, finished products in grab
To sum up, the difference between the terminal marketing model of finished products and the terminal marketing model of custom homes is summarized in one sentence: "The customized market is nurturing, and the finished product market is snatching."
Why is the custom home market nurturing; on the one hand, the development of the national market is not consistent. The popularity of custom homes in the third and fourth tier markets is still very low. Local target consumers have limited knowledge and acceptance of custom homes and are in the nurturing stage of a market.
On the other hand, professionals in the custom home furnishing industry are scarce. Therefore, it is important to learn to "support" the team so that the team can survive for a long time.
For the customized home furnishing industry market, whether it is the cultivation of the consumer market or its own team, growth requires a training process.
The finished product market, whether it is flooring, bathroom or electrical appliances, is more mature than the customized home furnishing market, with stronger brands participating in the market competition and more mature consumers. In such a market, if you do not fight for it, and do not compete for price promotion or brand promotion, you will have fewer market opportunities.
Understand the difference between the marketing model of customized home and finished products, help to find the mode and method of market operation, and reasonably arrange the investment of resources.
Many cross-border brands can't make custom homes. In fact, they just take some finished product marketing thinking into the custom home industry. Although it has the advantages of channels, products and brands, it still cannot do well.
More information on the home furnishing industry is on GO Jiaju!
Suzhou Furniture, Wenzhou Furniture, Shanghai Furniture
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Wireless CCTV Kit
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