Foreign trade-oriented outdoor furniture enterprises turn to domestic, facing different market environments , they must adopt a different business model when doing foreign trade OEM, combine consumers, competitive environment and their own conditions to rationally locate, identify the market entry point, and develop a set of A development strategy that is compatible with the domestic market environment. Determine the direction of your own development, and do a good job in brand building, channel planning, product structure adjustment and organization management.
Outdoor furniture enterprises create model market channel management is more important than innovation
Channel construction is a key link in the marketing process of enterprises, and it is the only way for enterprises to bring products to market. At present, enterprises are talking about the flattening of channels, as if they clear the channels, they will continue to be "live water." In fact, regardless of whether the company uses direct sales or distribution, customer-centric is the true meaning of channel construction.
Unchanging and steady change
The "barrel principle" tells us that the shortest piece of wood determines the amount of water stored in the barrel. Because the shortest planks constrained the other planks, it determined the team's combat effectiveness and affected the team's overall strength.
The trend of channel development today will evolve into three-dimensional, decentralized, refined and professional. In the past, the history of market development through a single channel has come again, multi-channel marketing will become a new trend in today's market competition. Organic integration of multiple channels and multi-channel synergy will be a new theme in channel strategy research. The diversified channels of outdoor furniture enterprises mainly include direct and franchise operations, network marketing and group purchase, courtyard landscape design or cooperation with home improvement companies. As the competition continues to intensify, the practical application of channel strategy must focus on innovation, and can not simply imitate others. The enterprise should structure the most suitable channel structure for different target markets, because the use of channels is not customary.
The enterprise construction channel system is like tying a wooden barrel, and the barrel is filled with the market. At the beginning of market development, outdoor furniture enterprises should follow the existing model in a down-to-earth manner to build channels and solid and stable channels, and seize the already developed market. Only the foundation can make this "wooden barrel" impeccable, so that enterprises can go further, and only on a solid basis can they better innovate and help enterprises navigate the blue ocean.
Intimate cooperation with channel partners
After clearly selecting and defining the channel model, how to effectively manage channel partners becomes a key issue. Enterprises can start from the following aspects: First, tailor the pricing system according to the selected channel model; Second, ensure that channel partners get reasonable and Competitive return on investment; Third, strengthen the management and evaluation incentives for channel partners.
In the process of promoting channel reform, enterprises also need to improve the ability of their sales teams to effectively promote reforms to channel partners. In order to improve the sales team's ability, the company needs to reform the following three aspects: design a reasonable organizational structure and staffing, formulate relatively uniform sales processes and standards; formulate corresponding assessment indicators and incentive mechanisms; strengthen personnel management, training and stay Live excellent people.
The universality of contact allows us to know that nothing or process in the world can exist in isolation, and is connected to other things and processes in the surrounding world. The construction of the channel cannot be done by the enterprise alone. First of all, the internal departments of the enterprise should closely cooperate, and the enterprise and the distributors or other partners should actively cooperate. Only by unity and cooperation can we achieve a win-win situation.
Create a model market based on products
The terminal is a place where enterprise products, brands and consumers directly contact. Whoever seizes the terminal consumer market will seize the opportunity of development. For outdoor furniture companies that are going to the domestic market, it is their urgent task to seize the consumer market, but don't “eyebrows and beardsâ€, we must distinguish the primary and secondary, and grasp the key points. Therefore, it is the last word to “make the beach landing†to do a few model markets and create a good image of the terminal.
At present, the outdoor furniture industry is still in a low-level competition stage in the domestic market. There is no real sales giant. The immaturity of the market means that there is still a lot of room for development. Since the domestic sales channels of outdoor home enterprises are in the primary construction stage, on the road of future development, we must do a solid foundation to lay a solid foundation, stabilize and seek innovative channels, and seize the key points to break through, in order to go faster and more stable. .
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