Children's furniture manufacturer The company's Health Equipment Co., Ltd. mainly produces kindergarten furniture, children's toys, outdoor expansion equipment, fitness equipment, naughty castles, etc. It is a technology-based enterprise integrating design, production, sales and after-sales. Website:. Consultation telephone. Our company is happy to serve you wholeheartedly! Factory address: No. 16, Chuangqiang Road, Light Industry Industrial Park, Lucheng District, Wenzhou City.
Research on the Risk of China's Furniture Terminal Market
A successful dealer is a master of resource integration, a top-level designer of a system operation store, a planner who can fight tough battles, is good at mastering and weighing various factors conducive to success, is a multi-level, A trader who thinks in multiple dimensions and angles. In the past year, what outstanding problems appeared in the furniture terminal market are analyzed together.
1. The sales performance of the mainstream building materials and furniture market dropped significantly
The cumulative sales of building materials and home furnishing market above the national scale last year was 100.94 billion yuan, a year-on-year decrease of 22.80%. This shows that the furniture terminal retail industry has entered an inflection point from prosperity to decline, and the dividend period relying on high real estate growth has ended. The incremental sales model of extensive store opening is bound to shrink.
2. The phenomenon that there are more shopping guides than customers in the home store becomes more obvious
Compared with supermarkets and department stores, home stores have fewer passengers, and fewer passengers in 2017, especially from Monday to Friday. The tens of thousands of square meters of hypermarkets can be counted by pulling a finger. When you walk into a tall store, what you see is not the customer, but the shopping guide.
3. The "promotional blasting increment" model of terminal stores is no longer sustainable
The incremental mode of promotional blasting has been going on for almost 10 years. With the regulation of the real estate market and the diversification of sales channels for furniture products, the simple and crude incremental mode of promotional blasting showed full fatigue in 2017. The high-performance promotional blasting case of a third-party planning agency in the industry that makes a living in blasting is already a small probability event.
4. Furniture dealers enter a period of deep confusion
The confusion of furniture dealers has reached an unprecedented level. Once thought to be a very correct perception, once proud of the management style, once led the market operation model, once competed in the world invincible competition strategy, once the original team assessment system, it seems that it will not work in 2017. Faced with a sharp decline in sales performance and high operating costs, most furniture dealers were completely confused.
5. Most furniture dealers are compressing storefronts and labor costs
Facing the decline in performance, the failure of the incremental sales model, and the high rents, most furniture dealers have chosen to protect themselves with broken arms. In particular, furniture dealers with multiple stores in the same city are reducing their stores and reducing staff.
6. The problem of lagging in the management of furniture terminals becomes more apparent
Under the condition that stores dominate the market, the management level of furniture dealers is extremely backward. With the increase of stores, excess real estate, downturn in real estate, intensified competition, and changes in sales model (from sales to marketing). The lack of management skills of furniture dealer bosses has become increasingly prominent, especially in 2017, in the case of poor performance, it seems that everything has changed. Factories are harder to deal with; employees are not obedient; the products in the store seem to be disliked by consumers; even if they give employees more money, it seems that employees are not interested anymore. In the past, employees were afraid of being resigned, but now the boss is afraid of employees leaving. Some bosses even dare not mention the basic job requirements because they are afraid that others will not come to work. In 2017, the active and passive relationship between employers and employees was completely changed.
7. Employees are difficult to recruit, difficult to train, and difficult to stay as the biggest headache for store owners
People are fundamental to the performance of furniture stores. Without anyone, everything is empty talk. Nine of the ten furniture dealer bosses said that capable employees are difficult to find and difficult to retain even if they are found. Has the employee changed or the boss changed?
8. The chaos of custom furniture, the dispute between sellers and consumers is highlighted
"Whole House Customization" seems to be a time-saving, labor-saving, and money-saving option. In fact, you spend no less time, energy, and money. In the end, you originally planned to spend 150,000 to complete the renovation in 2 months, and finally it may take 4 months to spend 250,000 yuan. In the end, you may have communicated with the factory and the seller (merchant) numerous times due to various details of the custom furniture. The decoration has not been completed, you have been blown up several times! Even some of you have paid a deposit, even the merchants are looking Not yet. Industry problems such as low customer satisfaction, high error rates, and long cycles for custom-made furniture are prominent.
9. Systematic operation and management of furniture terminal stores is difficult to break through
For furniture terminal stores to maintain sustained profitability, furniture stores and furniture dealers need to have certain store system operation and management capabilities. However, under the market conditions of sellers who once opened the store (store), rented, opened a store (specialized store), and sold goods that could sell. Furniture stores and furniture dealers simply do not have the ability to operate and manage the system. However, today, with the increase and surplus of stores, the sales performance has dropped significantly, the sales model (from sales to marketing) has changed, and the sales channels have been diversified. Consumers have become the market leader. The active and passive relationship between buyers and sellers is completely reversed.
All the advantages that furniture dealers used to have are almost completely lost. Furniture dealers who used to win by a single factor, until 2017, seem to have not been very good. Win a good position in the store, win a low rent, win a promotional event, win a big brand in an industry, win a good marketing, win after-sales service and word of mouth, win a good store manager . Rely on the factory's strong advertising support to win, rely on low product prices to win, and rely on differentiated operations to win. All of this seems to be difficult in 2017. Because the power of these single factors is getting smaller and smaller.
A successful dealer is a master of resource integration, a top-level designer of a system operation store, a planner who can fight hard battles, is good at mastering and weighing various factors conducive to success, and is a multi-level and multi-dimensional , A trader who thinks from multiple angles. However, achieving a breakthrough in the operation of the store system is very difficult for the furniture dealer owner! Because there have never been so many factors to consider before. It doesn't matter now, but where should I start thinking systematically? For a frog that has been in warm water for a long time, he can jump out without a scoop of cold water.
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