The international outdoor Furniture market has shrunk. Foreign trade-oriented outdoor furniture companies have turned to the domestic market in order to minimize the risk of export. Although this strategic shift balances the risks of individual industries in the international market, it also brings new challenges to the enterprise. The unfamiliar domestic sales environment, immature consumer groups, weak brand building capabilities, domestic sales capabilities and channel building capabilities … The new problems brought about by the transfer of the enterprise market must be resolved by He Lijiao, relying on the basic market strategy, namely Doosan Futong and strengthening marketing, and making good use of the “Yi Tianjian†and “Shaoxing Dragon Swordâ€. A new development path was reopened, and foreign trade enterprises learned to succeed in the “gold rush†in the domestic market.
Channels mean that companies seek sales paths in order to develop their own markets. At the beginning of the development of the industry, the sales volume of the enterprise may only be able to use the personnel owned by the enterprise for marketing, which has achieved the purpose of selling products to win profits. This method is very effective in the case of a small number of companies, but if there is competition, the company's sales will be affected.
When the development of the furniture industry is relatively mature, in order to quickly increase sales, companies will find merchants willing to cooperate with themselves and work with the vendors to share profits. This is the most common investment attraction at this stage. Both large and small brands can participate in investment promotion.
In market competition, companies with strength or influence use their own brands to do market research and product research and development, and at the same time hand over the task of sales to dealers. Enterprises only seek suitable distributors based on market conditions, which not only simplifies sales, but also distributes the sales pressure in the development of enterprises to distributors, and distributors have become the most important sales channel.
In the current market competition, dealers are an indispensable channel for enterprise development. At this stage, enterprises are not hesitating to establish "big market" marketing centers in many places in order to spread their own channels. Taking the flooring industry as an example, Yuxi Flooring in Gushi County, Xinyang City, after the industry moved inward, the local marketing information network was not mature. In order to develop its own channels, Yuxi established a marketing center in Zhengzhou City, Henan Province, and at the same time Set up finished product warehouses in Nande, Zhengzhou, Jiangsu and other places to establish and stabilize marketing channels.
Channels and marketing are indispensable
The enterprise is a whole, and its development is not only the development of the quality of furniture products , but also digging up the market demand, which is inseparable from the new marketing methods and the presentation of channels.
Channels and marketing must go hand in hand. If a company does not have a marketing strategy, then the company ’s channels will lose their marketing touches, even if the channels are more complete. It will also lose the vitality of the channel due to its poor marketing, resulting in the inability to fully utilize its channel advantages.
On the other hand, if an enterprise blindly launches its endless marketing plan and ignores channel construction, its marketing plan is useless and cannot achieve the expected marketing effect.
In terms of development speed, channels and marketing should also be commensurate. If the channel cannot keep up with the marketing, the marketing effect will be unsatisfactory; if the marketing plan is not in line with the development of the channel, it will increase the channel pressure and cannot play its due role.
Marketing is as important as channels and the development of both must go hand in hand, so that companies can grow rapidly and eventually grow bigger and stronger.
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