The main reason for the market slump
The evolution of the European debt crisis has not only hindered the recovery of the global economy, but also kept the financial markets in turmoil. In such a big environment, it is difficult for China to stay out of the situation. Professor Xing Tiancai, Dean of the School of Finance at Dongbei University of Finance and Economics, said that China's economy is facing structural transformation. Although it continues to maintain strong growth momentum, it is increasingly affected by the negative impact of the European and American debt crisis. He believes that China is currently facing the following major problems: the situation of trade with Europe and global trade is severe; the fluctuation of the RMB exchange rate has intensified, and the path of internationalization has become more tortuous; China's economic growth has slowed down, and economic growth has fallen back; The contagion of the capital market has increased.
Grasp the current status of the industry and break through the "bottleneck" of outdoor furniture investment
Export pressure has accelerated the pace of transformation of outdoor furniture companies and increased the intensity of building their own brands. However, due to the combined effects of unfavorable factors such as a sluggish market, rising raw material prices, tight financing, rising labor costs, and difficulty in recruiting workers, the market in 2012 was filled with wait-and-see mood. Many people in the industry have said that at present, "cash is king", dealer investment has become more cautious, and the road of business investment has also been extremely difficult.
Lack of competitiveness is the key to the problem
With the increasingly fierce market competition and the increasingly mature consumer psychology, China's outdoor furniture market will soon enter the era of brand competition. How to achieve independent innovation and build an enterprise brand with independent intellectual property rights on the basis of introducing, digesting and absorbing advanced foreign technology has become a key factor for enterprises to improve their core competitiveness and win future markets.
For outdoor furniture companies, cultivating new competitiveness will bring tangible benefits to the company in terms of cost, quality, delivery time and profit. It will also help companies develop resilience, problem-solving capabilities and enhance employees Awareness of quality, so that companies from software to hardware have the core competitiveness to respond to market changes.
Quality is the life of the company, but many outdoor furniture companies just stay on the slogan and do not implement it. The reason for this is, in the final analysis, the problem of the leadership of the enterprise. It does not regard quality as a strategic issue, and does not regard improvement as a strategic guideline.
If a product is to be approved by consumers, it must first be tested by a dealer. "Gold can shine everywhere", but if you want to shine, you must first become gold. Therefore, when faced with the problem of difficulty in attracting investment, enterprises must first conduct a self-examination to find out the root cause of the problem. Strictness and self-discipline can only be recognized by dealers.
Lack of investment skills is another factor
Nowadays, enterprises should recognize investment at a strategic level. Most of today's dealers are already industry experts, and some are even more professional than business owners. They often contact multiple similar companies at the same time. The first step to successful marketing.
Successful investment is the key to establishing a competitive advantage, allowing companies to quickly occupy the market, but many outdoor furniture companies have entered the predicament.
In fact, there are many ways to attract investment, but it is important not to focus on the point, grab a beard and eyebrows, companies should learn to choose the one that suits them.
First of all, attracting investment by participating in exhibitions is a common method used by most enterprises. On the one hand, it can show the comprehensive strength of enterprises and products; on the other hand, this kind of visual display is easier to achieve the purpose of attracting investment and sales. However, the cost and energy invested are large, including booth rent, booth design, construction, product logistics and transportation, staff accommodation, etc., often tens of thousands, hundreds of thousands or even millions. In general, the cost is still very high.
Second, find partners through friends, family and industry. This is a method that most companies have used. Although it can temporarily ease the difficulty of attracting investment, for companies that need large-scale expansion, this path is not desirable.
In addition, the placement of investment advertisements should be regarded as the most common method of investment promotion.
Merchants must first attract the attention of dealers, so it is necessary to create a good public opinion environment. To jump out of many investment products and advertisements, effective communication methods must be adopted. Propagation in place and effective communication can enable dealers to build trust. In the current market environment with a single investment strategy and strong advertising similarity, communication must be innovative.
In practice, we have found that if enterprises can comprehensively use the two major communication methods of news reporting and business advertising, and work together in a two-pronged manner, they can create the best communication efficiency.
In the actual process of investment promotion, the company must cooperate with all aspects to systematically and comprehensively display the corporate image and strength to the dealers, thus completing the investment invitation.
Distributor Zhongyi Brand
It is a very realistic and widespread phenomenon that dealers favor big brands. From the perspective of the dealer, such an idea is understandable. However, the enterprise investment team cannot use this as an excuse to think that the difficulty of attracting investment is the problem of dealers. If such an idea arises, then the investment promotion work cannot be successful.
In fact, the most fundamental reason why most dealers look at major brands is that the big brands are well-known to end consumers, and their publicity is very effective. In view of this, companies must first show their strength to dealers in order to increase dealers' awareness of the enterprise.
Secondly, we must learn to take advantage of and integrate various social resources for my use. We must extensively use the government, associations, news media, successful dealers, and benefited consumers to influence other dealers to increase dealers ’ Trust.
Third, many good products and projects sometimes cause dealers to lose confidence because of the roughness of the promotional materials, or because the content of the investment proposal leaves the dealers at a loss, which wastes great business opportunities. A good investment handbook should be both an essential tool for business investment personnel and an important channel for dealers to judge issues such as enterprise strength, product technology content, market prospects, and profit returns. To allow dealers to have an intuitive and comprehensive understanding of the strength, background, products and responsible persons of the enterprise, to establish the image of the enterprise in the minds of the dealers, the use of multimedia promotional films can often receive strange effects, and can further strengthen the dealers to the enterprise Identification.
Fourth, sort out the development history of some big brands in some industries to make dealers understand that big brands are also starting to grow bigger and stronger from small businesses. No company is famous overnight. At the same time, we must let dealers understand that growing together with the brand, the ultimate gain is the most.
The fit is the best. The best dealers in the industry and the dealers who help enterprises the most are often not the largest in the local area. In fact, sometimes it is difficult to attract investment because the company excessively requires the size of the dealer. Regardless of the size, as long as they can recognize the enterprise and develop together in good faith, such a dealer is what the enterprise really needs.
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