Sophia, Weishang, Kefan, Schneiman, Canoa, Federal Gordon, Gold Medal Kitchen Cabinet, Freewell, Aodu, Yongtenai... 100+ companies gathered in Kunming to discuss the breakthrough development of dealers the road
2023-09-13
In recent years, urbanization has slowed down, real estate dividends have faded, and the home furnishing market has entered a stock era. The original business logic can no longer adapt to the new competitive environment. Home furnishing dealers face problems such as weak growth, industry involution, and difficulties in transforming their operating capabilities. Their survival and development face many challenges.
On September 6, the third stop of the "Breaking the Circle (Volume)" 2023 Customized Home Industry Tour Seminar was held in Kunming with the theme of "How to Survive and Breakthrough for Dealers in the Era of Stock Competition". This event is guided by the Yunnan Provincial Customized Home Furnishing Industry Chamber of Commerce, Guangdong Provincial Customized Home Furnishing Association, and Guangdong Wardrobe Industry Association. It is jointly sponsored by China Customized Home Furnishing Exhibition, Yunnan Desheng Home Furnishing Group Expo Store, and Bojun Media. The event is supported by Yongtenai. Sophia, Weishang, Gold Medal Cabinet, Schneiman, Kefan, Canoa, Federal Gordon, Yunnan Desheng Home Furnishing, Holley, Yongtenai, Fuliwell, Aodu, Gobeshi, Liangkesong, More than 100 companies including Feilin Panels, Zhongsen Panels, 3TREES, Champions Alliance, Micro-Shopping Fair, Home Inspection, and Botian International gathered in Kunming to explore ways for dealers to survive and break through, and promote the upward growth and healthy development of the industry.
On the day of the event, the guests came to the Expo store of Yunnan Desheng Home Furnishing Group and visited stores of home furnishing companies such as Sophia, Kefan, Liangkesong, and Cabrili, and exchanged ideas with each other and learned the management methods of each store.
Yunnan Desheng Home Furnishing Enterprise Group is a diversified large-scale group company integrating commercial operations and real estate development, and is a leading enterprise in the home furnishing circulation industry in Yunnan. For more than 20 years, it has been based in Kunming, deeply cultivated in Yunnan, and served millions of families in Yunnan. It has 14 home furnishing chain stores in Yunnan, located in Kunming, Qujing, Yuxi, Honghe, Wenshan, Dali and other areas, with a total operating area of 1.5 million square meters.
Cao Shengkun, President of the Yunnan Customized Home Furnishing Industry Chamber of Commerce, Founding President of the Guangdong Customized Home Furnishing Association/Guangdong Wardrobe Industry Association/President of Kefan Customization Wang Biao, Zhao Chuanguo, President of Yunnan Desheng Home Furnishing Group, Vice President of the Yunnan Customized Home Furnishing Industry Chamber of Commerce / Zhong Xingming, chairman of Liangkesong Furniture, delivered a speech for this event.
Ouyang Xi, Vice President of Weishang Group, gave a wonderful speech. He believes that for the home furnishing industry, "pain points" are the most urgent needs, and whether the "pain points" can be solved is one of the keys to whether home furnishing companies and even dealers can break out. Ouyang Xi also said that the industry has been hotly discussing prices recently, ranging from 799 to 1980 to 699, but success is not achieved by price. Appearance, service, and reputation are what home brand companies really need to focus on.
Zhu Lang, vice president of the Yunnan Customized Home Furnishing Industry Chamber of Commerce/Chairman of Fuliwell Custom Furniture, analyzed the future development direction of small and medium-sized home customizing enterprises in his speech. He believes that small and medium-sized enterprises should go deep, adopt differentiated strategies, make more efforts in market segments and directions that leading companies are unwilling to do, and work hard on the last 100 meters of service to truly achieve accuracy and punctuality. , complete delivery.
Home furnishing store operations are now facing many challenges, and how to improve customer acquisition efficiency is one of the biggest pain points. Guan Qilin, Secretary-General of the Champions League/Founder of the Micro-Shopping Club/Chairman of Home Inspection, said that digital transformation can inject certainty into store operations. The epidemic has boosted customer acquisition through live broadcasts and short videos, and has now become the norm. Therefore, even in the post-epidemic era, customized home furnishing companies still need to strengthen digital marketing to empower operations.
The home furnishing industry has entered an era of stock competition, and market competition is becoming increasingly fierce. Chen Longfei, the customized marketing director of Kunming Sofia, shared the key strategies for Sofia store operations. This includes maintaining the appearance of the showroom and products online, formulating high-quality marketing strategies and marketing activities, integrating a high-standard service team, and combining professional online promotion with multi-dimensional offline channels to acquire customers.
Botian International has been deeply involved in the retail home management training industry for 20 years. It has conducted in-depth discussions on future development directions with many outstanding dealers across the country and accumulated rich practical experience. Li Yongqi, head of Poten International's Chengdu branch, introduced Poten International's methods and cases for dealers to improve terminal performance, providing reference for dealers to break through and develop.
Zeng Yong, Secretary General of Guangdong Customized Home Furnishing Association/Founder of China Customized Home Furnishing Exhibition/General Manager of Bojun Media, shared with the guests how Bojun Media empowers the development of the industry through system services. Bojun Media has been deeply involved in the customization industry for more than ten years, with its three major service systems of exhibition, media and integrated marketing as its core link industries. From the establishment of the first wardrobe exhibition in 2011, to the upgrade from the wardrobe exhibition to the customized home furnishing exhibition, as well as the creation of the customized home furnishing supply chain innovation exhibition, industry database, etc., Bojun Media has been actively innovating in response to the needs of industry development.
Forum dialogue
How to survive as a dealer
Single product category or whole home or decoration? How do dealers find their own positioning to respond to market changes? Under the new situation, new challenges and new opportunities, how can dealers and manufacturers better achieve win-win results?
Focusing on the above topics, Wang Biao, Founding President of Guangdong Customized Home Furnishing Association/ Founding President of Guangdong Wardrobe Industry Association/ President of Kefan Customization, Ouyang Xi, Vice President of Weishang Group, Vice President of Yunnan Customized Home Furnishing Industry Chamber of Commerce/ Kunming Feilin Group General Manager Mao Shunguo, Yunnan Desheng Home Furnishing Group President Zhao Chuanguo, Gold Medal Kitchen Cabinet Kunming Marketing Director Yang Yang, Sineman Home Furnishing Chairman Xin Fumin, Federal Gordon General Manager Lin Fulai, Canoa Whole Home Customization Vice President Lai Yongjing, Yunnan Provincial Customization Cai Guanxian, executive chairman of the Home Furnishing Industry Chamber of Commerce/general manager of Aodu Cabinet Customization, and Feng Yu, general manager of Kefan Customization of Yunnan Desheng Home Expo Store, launched two in-depth forum dialogues. Yang Shitang, secretary of the Yunnan Customized Home Furnishing Industry Chamber of Commerce, and Jia Weizhen, founder of Uncle Jia Brand Studio, served as moderators.
Wang Biao, the founding president of the Guangdong Customized Home Furnishing Association/the founding president of the Guangdong Wardrobe Industry Association/the president of Kefan Customization, took Kefan Customization as an example and concluded that in order to break the rules, it is necessary to know more about the dealer's situation and conditions, because the dealer It is the premise that determines how much a company can do.
Ouyang Xi, vice president of Weishang Group, said that in recent years, the industry has been full of difficulties for dealers. To break the situation, dealers need to combine their own local characteristics and advantages, and at the same time, they must also rely on some manufacturers to integrate their advantages. This is the way for future dealers to survive.
Nowadays, dealers are also engaging in price wars. Mao Shunguo, vice president of the Yunnan Customized Home Furnishing Industry Chamber of Commerce/general manager of Kunming Feilin Group, believes that companies need to constantly coordinate and manage various dealers, even in order to maintain the dealer's sales model and profits. Enterprises need to make appropriate balances and concessions.
Zhao Chuanguo, President of Yunnan Desheng Home Furnishing Group, said that this year, Desheng Home Furnishing will focus on empowering dealers` operations. In addition to serving consumers, it also needs to serve dealers, select excellent brands for dealers, and break out together with dealers. .
Nowadays, dealers face many challenges for their survival and development. Xin Fumin, chairman of Schneiman Home Furnishings, analyzed that companies must provide dealers with more powerful weapons so that dealers can sit still in the current competitive stock era.
Lai Yongjing, vice president of Kanoa Whole Home Customization, believes that "Broken" requires a differentiated competitive strategy to provide consumers with a whole home solution, as well as the whole design, the whole service and a good delivery reputation. In addition, we must advocate healthy competition and rational consumption, so that we can truly prosper in the customized home furnishing industry.
Lin Fulai, general manager of Federal Gordon, said that the vast majority of Federal Gordon dealers have gone through a lot of training and guidance and are deeply involved in the road to customized homes. Even in the face of the involution of the market, Federal Gordon believes that consumers with different needs and budgets can find new ways out.
In the face of the "699 strategy", Cai Guanxian, executive chairman of the Yunnan Customized Home Furnishing Industry Chamber of Commerce/General Manager of Aodu Cabinet Whole Customization, believes that this is also an opportunity for regional customized home furnishing companies. As a local enterprise in Yunnan, Aodu Kitchen Cabinets is also actively responding and plans to increase its production lines to strengthen its own strength.
Yang Yang, marketing director of Gold Medal Kitchen Cabinets in Kunming, said that in the face of the current involution of the market, Gold Medal Kitchen Cabinets has taken a new direction and established a special bureau reform project. The bureau reform will involve demolishing walls and other aspects of the decoration sector, so we will work with third-party companies to develop the old housing market.
Feng Yu, general manager of Kefan Customization at Yunnan Desheng Home Expo Store, said that whether it is a company or a dealer, the most important thing is how to deliver good products to the final experiencer at a more affordable price.
At this event, the China Customized Home Furnishing Exhibition and the Yunnan Customized Home Furnishing Industry Chamber of Commerce also reached a strategic cooperation with Yunnan Desheng Home Furnishing Enterprise Group. In the future, all parties will mobilize more of their own industry resources to jointly empower major member companies and exhibitions, strengthen industrial exchanges and cooperation, and promote the future vigorous development of the customized home furnishing industry.
At the exchange dinner, Zeng Yong, Secretary-General of Guangdong Customized Home Furnishing Association/Founder of China Customized Home Furnishing Exhibition/General Manager of Bojun Media, Yu Xianggui, Executive Chairman of Yunnan Customized Home Furnishing Industry Chamber of Commerce/General Manager of Gebeishi Home Furnishing, Yunnan Customized Home Furnishing Zhao Chuanguo, Chairman of the Board of Supervisors of the Industry Chamber of Commerce/President of Yunnan Desheng Home Furnishing Enterprise Group, delivered a speech, hoping that everyone can communicate and share with each other through this platform and work together to promote the high-quality development of the industry.
"Breaking the Circle (Volume)" 2023 Customized Home Furnishing Industry Tour Seminar, through in-depth industry dialogue, has built a platform for experience sharing, exchange and learning for the home furnishing industry. This Kunming station`s [How to Survive and Breakthrough for Dealers in the Era of Stock Competition" has been successfully concluded. See you at the next stop in Xi`an on September 25th!
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