With the advent of the rainy season, the hotness of Liuzhou's decorative building materials market began to subside and turned to the off-season. Many businesses are gaining momentum both inside and outside during the off-season, with sufficient preparation to meet the "golden nine silver ten".
2011 is the "market development year" of the overall wardrobe industry. According to the new number of home building materials stores in Liuzhou in the past three months, the number of wardrobe stores is far more than other industries. However, with the advent of the rainy season, the hotness of Liuzhou's decorative building materials market began to subside and turned to the off-season.
How to make adjustments with the short off-season so as to occupy a place in the peak decoration season in the second half of the year has become one of the urgent tasks of the overall wardrobe dealers.
Wardrobe industry is poised to win in the off-season
Create a high-quality workforce
From shopping guide to after-sales, the quality of employees has become a strong standard for the brand. The low average salesman level and unsatisfactory recruitment of employees have become the bottleneck for many Liuzhou dealers to develop the market.
A good salesperson must not only be familiar with his own products, but also have an understanding of the product characteristics of his peers. Well-known brands will carry out special R & D according to their own strategic principles and product positioning, such as Holocaust European-style wardrobes, Korean fashion with Shangpin house, Marg solid wood veneer sliding doors, top solid series sliding doors, etc. But not every customer will spend a lot of time to do enough homework. If the shopping guide understands the characteristics of peer products, he can answer customer inquiries in time and provide customers with the best solution.
In the Liuzhou Xihuan building materials market, a newly-wed couple once told the author: "We usually have to go to work, and we don't have time to study the quality of custom wardrobes. , But it is not convincing. If the shopping guide in the store can give some professional advice, we will be more at ease to buy. "
It can be seen that if the shopping guide can give accurate solutions from the consumer's lifestyle, consumption concept and home layout and other information, answer the questions of raw materials, hardware prices, the relationship between inventory and prices, etc., they will definitely win The trust of consumers shows the professional value of a brand.
Carry out high-yield publicity
The author once did a simple survey in the Liuzhou building materials market. 20% of consumers locked the brand for selection based on the introduction of relatives and friends. 10% of the consumers went to the physical store for selection after learning the brand online. 10% Consumers belong to the secondary purchase customer group, 60% of consumers have no designated brand, and they will "compared to three" when buying.
At present, there are many ways of advertising in enterprises, such as television, newspapers, magazines, outdoor, online media and flyers. Television advertisements and newspapers are relatively expensive and weakly targeted, but they have large coverage and high timeliness, and are often the first choice for many businesses. The cost of outdoor and leaflets is low, but the coverage is also low, the mobility is insufficient, and the timeliness is poor, but it is better than TV and newspapers in terms of the promotional activities. As an emerging promotion platform, online media is widely used in first-tier cities due to its wide coverage, high timeliness, strong pertinence, and low cost. However, in second- and third-tier cities, online media is an area that many dealers do not want to contact. Some large international stores do not even update and maintain their own websites.
In fact, the Internet is not only a media, but also a carrier for corporate product display and cultural dissemination, and its impact on the home furnishing industry will increase. Many consumers now want to buy a wardrobe, will first go online to understand the brand, and then go to the physical store to buy. Online media not only saves consumers time to purchase, reduces brand promotion costs, but also allows consumers to interact directly with the brand and is more targeted.
Build a high united front
According to the fierce momentum of Liuzhou real estate development, this year's "golden nine silver ten" will be a "golden period", the wardrobe industry will usher in a fierce market competition.
However, in the face of huge market profits, many dealers still hold a negative attitude. Or is the price of the overall wardrobe higher than the consumption level of residents? The author believes that in a city where overall wardrobes have not yet become popular, distributors of various wardrobe brands should stop "infighting" and jointly promote the development of custom wardrobes, that is, change consumers' perceptions of overall wardrobes in terms of concepts, and use the experiential style flexibly The sales model conveys the concepts of space saving, beautification of life, and improvement of quality of life to every consumer, thus making Liuzhou's overall wardrobe a healthy development path.
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