The post-80s generation has gradually become the main force for new house decoration, and the new generation of post-80s generations are more inclined to custom-made furniture full of personality and fashion factors when choosing decoration furniture. Its important characteristics are the sensitivity to price and the focus on design.
In order to achieve the above two functions, the following two paths can be made: One is: replace the expensive solid wood with a relatively low-cost "health and environmental protection" plate, and evolve the cumbersome carving technology into a simple design with the highest purpose of user experience; The second is to use online sales as the main channel to expand the display of customized products, so as to provide customers with a large number of choices, and at the same time reduce the rent and decoration costs of dealers-this is naturally accompanied by the growth of Xinju.com The best, can be called a national role model.
The first worry is how to use the advantages of channel construction.
A salesman of the “customization department†of a well-known finished product company described their work frustration as follows: “Compared with professional custom-made enterprises like Shangpin Zhaipin, our design is worse than others, products are worse than others, and costs are higher than others, especially What is terrible is the company's after-sales system, which is completely different from the previous finished product company, but many companies are completely unaware of this, and they are also blindly working on channel pressure, but lack the previous few basic and core factors, business There is nothing to do. Indeed, our advantage in the channel is definitely that there are many dealers in your hand, but if you want the dealer to make money and let him have less trouble, people will be willing to follow you. Otherwise, , Undoubtedly kidnapping the dealer. "
In the interview, the distributor of Yichuan Enterprise leading the brand enterprise said: "The customer's eyes are sharp. If your stuff is not good, no matter how good the furniture brand is, it will be zero. For me, no matter how good the brand is, it will not be profitable. , I can also give up. Especially for customization, at the initial stage, I can also find more small products with good products and good services to cooperate with each other and support each other, I believe it is more effective. "
The second worry is how to do a good job in terminal sales.
Compared with finished products, customized projects lack the on-site presentation of products, so they need more point-to-point communication between relevant storefront personnel and consumers, person-to-person correspondence services, order-follow-order-after-sales continuity tracking.
"Terminal forward" and "different industry alliances" have always been effective means of marketing for Sichuan furniture enterprises. But compared to "custom furniture", the original publicity was too extensive and not targeted-all furniture stores are concentrated on "low prices", but each property owner may consider more after staying They are willing to pay a certain cost for their beauty and comfort.
To this end, salespeople often sighed: "We have done enough, why no one came into the store?"
Some small and medium-sized finished furniture companies want to take shortcuts in this regard, hoping to cooperate with professional customized enterprises or finished product enterprises that have expanded customized projects, so as to digest their excess capacity and even expand production. In their beautiful imagination, The number of customized companies has skyrocketed, but the current situation is just the opposite. The orders received by customized companies are still unsaturated, especially in the low season of summer, which consumes a lot of manpower and store costs every day.
In addition to the staff work related to the storefront, such as: peer-to-peer communication with consumers, person-to-person correspondence services, order-follow-order-after-sales continuity tracking. Another core point is the products directly related to customization, including the successful completion of the task chain of product design and product effect presentation. In view of this, online sales as the main channel, and network technology as the core of the work connection have become the top priorities of customized enterprises-technology brings efficiency and no ERP improvement. Traditional enterprises still have to do this. difficult. From the factory, customized products cannot be industrialized, and the cost performance of the products cannot be reduced; from the customer's perspective, the product design effect cannot be seen, the product product and the effect are expected to be very different, disputes or disappointment are inevitable.
The third worry is the after-sales problem of customized enterprises.
The current process of furniture customization can be summarized as "home size + furniture matching design + distribution installation + after-sales start". It is understood that first, furniture customization companies send people to measure the size of the house, then the designer produces the first draft design drawing, communicates with the customer, revises, and then conducts a second measurement to make the design more accurate, then determine the plan, and finally produce Completed, the logistics department distribution and installation master came to the door to install. And all the omissions in the link will be revealed in the after-sales link-the most headache problem appears, once the after-sales problem occurs, the expenditure will suddenly rise, even leading to a loss.
How to solve the after-sales and allow consumers to get a good consumer experience, this problem is the most obvious gap between the latecomers and the pioneers of home customization such as "Shangpin home delivery", "European". Moreover, narrowing such a distance seems to become an "impossible task." And "Shangpin's home delivery" has obviously gone further. With the technological advantages of his software development, he has connected the three links of production, sales and after-sales into a positive and benign "closed conduction ring", and the after-sales problems have been solved.
To this end, for ordinary enterprises to transform customized enterprises or add customized projects, it is necessary to enhance the equipment of customized professional teams (including production, design, measuring scale, consulting and other positions) and strengthen the professional team awareness. The experience and combat effectiveness of this team determine the development of customized enterprises.
Because of this, although ordinary finished enterprises hope to cooperate with mature customized enterprises to complete the construction of customized projects or even make a profit, such hope is undoubtedly because they are very reluctant to lend the power of the formed customized special team to others. ——If you do not have the corresponding customized production consciousness and team in ordinary finished product enterprises, then the cooperation between you and me will only be troublesome. In the process of conversion from finished products to customization, this will become the "difficult point" and "pain point" of development. (Editor: Peter)
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