Outdoor furniture enterprise transformation "quartet"

Most foreign trade-oriented Chengdu outdoor furniture companies have large production capacity, high supply chain integration and management efficiency, long-term stable customer sources, high standardization of operation, and advanced production management. None of these advantages can change their low-end position in the industrial chain. — Processing link. However, with the changes in the global economic situation and the adjustment of national policies, the aura of the “core advantages” of foreign trade companies is gradually dimming, especially with the formation of an internationally integrated competitive landscape, the export environment has deteriorated, foreign trade orders have plummeted, and profits have become increasingly scarce The incense of "foreign trade" has increasingly become "chicken ribs." In 2012, most outdoor furniture export enterprises are facing greater challenges, how to deal with the dilemma? Deng Xiaoping, chief designer of reform and opening up, once said: "Development is the last word, and without reform is a dead end!"

Export to domestic sales need to pass through the "fourfold door"

Switching to the domestic market is the only way for many foreign trade enterprises to seek development. What they test is how to transform their wisdom under the new environment, new situation and new challenges, and break through the predicament before they can find a way out.

Dilemma 1: The number of domestic orders is not large

Dilemma 2: Difficulties in recovering funds in the domestic market

Dilemma 3: It is much more difficult to enter the store without a smooth channel

Dilemma 4: Different domestic positioning, consumer market still to be guided

Active change seeks a way out

At the strategic level of transferring from outside to inside, outdoor home companies must first clearly understand themselves, have a comprehensive and systematic analysis and positioning of themselves, and then customize a series of precise development plans to find the right direction and play their advantages in the domestic market. Open up the way.


Way one: change channels and seize the market

Outlet 2: Exhibition promotion, brand building

Outlet 3: Stabilize customer relationship and maintain marketing relationship

Way out four: adjust product structure and support dealer upgrades

In the domestic outdoor furniture industry, the brand concentration is low. According to a survey and analysis, the share of leading companies in the domestic market does not exceed 10%. If this state continues, it will affect the healthy and orderly development of the entire industry, and the domestic market will also be dragged down. Therefore, if outdoor furniture companies want to grow bigger and stronger, they must build their brands and vigorously promote them. For now, the lack of a "brand" sword is an important reason that currently hinders the rapid development of the domestic outdoor furniture market.

At present, leisure outdoor furniture products that are widely used are more popular than professional outdoor furniture products. Mid-to-high-end consumers pay more attention to product-related services when purchasing outdoor furniture products, such as providing home furnishing design services for free. Outdoor furniture companies should adjust the product structure according to consumers' needs. In addition to improving product categories, they should also increase the bundled sales of service items to form a complete set of "product + service" sales programs.

Product structure adjustments can also be reflected in the form of brand upgrades. In addition to the enterprise's own adjustments, it is also necessary to implement comprehensive upgrades to dealers. Enterprises can implement training, furniture products , discounts and other support policies for dealers according to their own circumstances and brand plans, and improve the overall quality of the enterprise by upgrading terminal channels, thereby expanding product market share.

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