Real estate purchase restrictions, the difficulties faced by the home industry have surfaced, how to get rid of the market dilemma has become the focus of attention in the industry. At present, the industry is actively adjusting strategies, seeking "ice-breaking measures", focusing on innovative marketing, improving service systems, and expanding channel layout. Among them, the three strategies of “competitive expansion to win by scaleâ€, “strengthening brand influence†and “cultivating internal strength and improving soft power†have become the consensus in the industry.
Home industry winter and winter heating three strategies to help win
Strategy 1: Contrarian expansion to win by scale
Although affected by the property market, the market share of the home market has shrunk sharply, but many first-line home brands still maintain a high-speed expansion pace. At present, the top ranked companies in the market have all started to expand against the trend and win the market with scale.
Throughout the home market, large-scale distribution companies such as Red Star Macalline, Real Home, Yuexing Home, Jimei Home, and Ou Yada are all strong in the country, and some even have nearly one hundred chain stores. At the same time, those furniture, home improvement and building materials enterprises with certain strength and brand reputation have also increased the speed of channel layout in recent years. Some enterprises even go deep into the village-level market.
In this regard, some insiders have analyzed that under the extremely fragmented commercial structure of China's home furnishing industry, scale advantage has become an indispensable condition for home furnishing enterprises to compete. While size is not the only driver of corporate profitability, it is critical to get the highest relative share of the market. Based on this, if home furnishing enterprises are not eliminated at this stage, they must first expand their volume and penetrate their spheres of influence into different levels of market.
Strategy 2: Strengthen brand building to influence influence
After more than 10 years of development, the Chinese home furnishing industry has entered the era of brand competition. Brand means quality, but also means responsibility. If the home industry needs higher and better development, it needs to work hard on the brand to enhance the competitiveness of the company.
More and more companies are beginning to focus on brand building, and the ways and means of building brands are also flourishing. The way companies build brands has changed a lot from the past, from the original straight-through theme to the stage of forming influence. In this regard, some industry experts said that brands play an important role in the marketing activities of enterprises, not only conducive to consumers to identify products, protect the interests of consumers and enterprises, but also help enterprises to promote advertising and expand the field of business. It can be said that the brand is a symbol and representative of the company and products. In the market crisis "high tide" to build brand influence, after the "falling tide", the advantages of the company will naturally be highlighted.
Strategy 3: Improve service and management capabilities to win with soft power
After more than ten years of development, the home furnishing industry has undergone tremendous changes in terms of product category, quality, design, and marketing. However, compared with other mature industries, soft power such as service quality and management capabilities are still very lacking. To this end, many CEOs have indicated that they will build a large and perfect soft power system by upgrading their service quality and management capabilities to enhance their competitiveness.
In this regard, some insiders said that behind a successful company, it is a leading service concept and management model. In the unpredictable market environment, enterprises can effectively win the market through soft power through continuous innovation of service concepts and management levels.
As the saying goes, "Enterprises rely heavily on capital and rely on strategy." At this stage, the overall market of the home is getting colder, and the strategy of the company is particularly important. In the interview process, the reporter learned about the coping strategies. In addition to the above points, the company also adjusted the marketing model and product structure, strengthened the cooperation alliance and so on. The strategy is always ever-changing. However, in the decision-making process, the enterprise still needs to follow the actual situation of the enterprise itself and cannot be blind.
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Foshan Liqia Hardware Products Co., Ltd. , https://www.liqiamei.com