With the total industrial output value of the furniture market from more than four billion yuan four years ago to the trillion-dollar scale last year, in just three years, the furniture market has grown steadily and efficiently at a faster rate than the automobile and home appliance industries. It is a famous saying that Grandpa Deng’s “Let some people get rich firstâ€. At the same time of the rapid development of the furniture market, it has also created a batch of super dealers with multiple brands and chain operations. Under the pursuit of capital and the desire to expand human nature, there are more and more brands that are distributed by friends. From the plate to the solid wood suite, from the software to the European French, etc., from the screaming to the bigger and stronger category When the warrior breaks the wrist in the downturn of the market, the development of the floating and heavy can not help but look back and reflect, in the face of category expansion, are you really ready? I have had a similar discussion with a company's VIP dealers on this issue before the day. Now I have a little misunderstanding about the external environment of the market, the company itself, the brand and the dealer itself. Let dealer friends have a clear target when choosing a brand. 1. The external environment of the market - the first layer of flowers in the fog Since the store's predator, Red Star, Meikailong Gao, and Jiji Shengwei, the biggest integration of China's home furnishing industry, the footsteps and scale of the store's expansion have become larger and larger. The author even encountered such a flaw: in a city that can only count four lines, there are three at the same time. More than 100,000 square meters of home stores are under construction! In addition, in the end market, the endless stream of blasting activities and the frequent performance of the news, the market is really optimistic as we imagined? If people drink water and know, this issue is probably the clearest It is still our dealers themselves, the author believes that in the face of irrational outbreaks and the market behavior of drinking and quenching thirst, we just need to return to the most essential terminal management and services through false prosperity. 2, the company itself - are you the true love of the company? I don’t know when it’s time for domestic home furnishing companies to represent international home brands as a fashion. In the face of the media’s help and self-promotion of the company, can foreign children really adapt to the highly jungled Chinese market? In the competition process of product-category-industry-industry chain, which side should resources lean toward? Is it a free brand or a proxy brand? Taking Gujiajia as an example, in March 2012, Gujia Home signed the LA-Z-BOY, the top function sofa in the United States, and launched a new fabric sofa in September. From the original Gujia craft all the way to cover more and more categories, across the industry more and more, but from the current sofa, living room, soft bed and real estate, the agent brand can be ranked in the heart of the enterprise? The product structure determines the profit. The high-end brands like LA-Z-BOY are always small and high-priced. At present, the functional sofa is headed by Zhihua Shi, the fabric is the king, and the leisure sofa is hot and the competition is hot. The current competition is only the competition of stocks, and the stock is very small, which determines the future market size and living space of the selected sofa brands. In addition, in the case of imperfect channel development, the company itself does not have any positional choice before the scene of such a predator in Red Star and actually, and how important the position is to a brand is self-evident! In addition, the brand channel construction And its own influence is a long-term behavior. The dealer resources are limited in the short-term. Whether it is for the purpose of enterprise expansion or image engineering, the brand that can not bring actual profits to the enterprise will eventually be buried by the enterprise and the market. Where should the dealers with long-awaited and long-suffering knows where to go? So, from the first sight of the brand, you should ask yourself if this brand will be the true love of the company? 3, the brand itself - I am me It is undeniable that the brands of certain corporate agents are indeed the best in the category abroad, and the increasingly serious psychology of consumers and the increasingly strong consumption power give the enterprises and dealers great confidence. Similar to the above mentioned brands in the domestic import, 10 years warranty and other services are still very sincere, but the consumer model is very limited, the Chihuashi focus on the function sofa has been for a long time, the scale is currently any The brand can't match, the scale determines the cost. In addition, under the condition that the quality of domestic brand products and foreign brands are not much different, the homogenization of products determines the homogenization of price trends, and the brand will eventually have a price war in the market. When the market threatens, the price wars of industry leaders to maintain market share and leadership are extremely unfavorable for entering the brand. Foreign brands are likely to be terminated by leaders like the case of Galanz. The frozen three feet is not a cold day. The brand needs continuous concentration and long-term management of the company in the Chinese market. This is also the cornerstone of the brand's completion of the market and the channel improvement. The history of brand development is also a history of corporate tears. There is still a long way to go to the competition! 4, the dealer itself - step by step? As a company, often companies are only willing to focus on their own brands. At this time, the dealer's own resources are the resources of the enterprise, which can quickly maximize the regional market share of the enterprise, and the dealers have their own instinctive desires. To a certain extent, enterprises and dealers are in opposite directions, and various contradictions need to be reconciled according to actual conditions. In addition, from the quantitative and qualitative analysis, our own operating costs such as rent, logistics and warehousing, staff salaries, marketing fees, invisible public relations fees and new store renovation, product depreciation and inventory from the factory, etc. Have sufficient cash flow support; operating soft power aspects such as pre-sales storefront warning system, sales terminal sales skills, after-sales installation delivery service, team building and brand marketing, etc. have been able to coordinate all parties to form a perfect benign Sales cycle. Otherwise, on this basis, we are still building a wall and building a grain to slow down the title of the king! More exciting information is available in Suzhou Home Network, please continue to pay attention to Suzhou GO Jiaju! 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Analysis of the road of dealers' diversified brands