unity is strength
2011 shopping malls, factories and dealers held hands for a win-win meeting
In 2011 , China's furniture industry has emerged many new problems that need to be solved: how to make local brands stronger to resist "foreign enemies" in the face of the entry of Ashley and other foreign brands; how to guide the successful transition of channel brands to consumer brands; how to Promote the smooth expansion of new marketing channels ... At the same time, merchants are accused of disordered expansion, manufacturers bear the charges of chaotic price increases, dealers are complaining, and it is really difficult to survive in the cracks. So, under the current situation, how should dealers, factories and shopping malls work together to achieve a win-win situation?
May 10, 2011, "unity is strength  ——A win-win meeting of shopping malls, factories, and dealers held together in the multifunctional hall of Suzhou International Expo Center as scheduled. The meeting was hosted by Suzhou Furniture Exhibition, "East China Furniture" magazine, "Shenzhen Furniture" newspaper, "Ya Co-organized by "House" magazine and Sunshine Advertising Co., Ltd. and undertaken by Zhao Yixue's business planning agency, with the tenet of "finding sellers for buyers and buyers for sellers." The purpose of the meeting was that nearly fifty furniture stores from all over the country were invited Two hundred furniture companies and around 800 furniture distributors from around the country. At the meeting, the three parties' furniture colleagues gathered together to address the organizer's question "How can the three parties win together under the current situation?" "On this topic, face-to-face communication and exchange have added a significant sum to the deeper and smoother cooperation between the three parties.
Mr. Cai Weizhong, President of Foshan Deying Furniture, was invited as the chair of the meeting. In his opening speech, Mr. Cai used the story of fish, shrimp, and crab to pull a cart as a metaphor. He said that although the current shopping malls, properties, and dealers are all working hard, they have not worked in one direction. Mr. Cai also called on the three parties to make good use of the favorable platform of meeting and talk freely and seek common development.
After the simple opening remarks, the representatives of the three parties spoke. The first speaker is Ms. Su Xuan, the planning director of Shandong Dingshi Furniture Store, the representative of the shopping mall. On the one hand, Su Xuan explained some of the bottlenecks encountered in the current operation of the furniture store, on the other hand, he also put forward professional suggestions. She first proposed that home furnishing stores should have their own unique commercial value, saying that there are no worthless home furnishing stores, only worthless business planning. Of course, no “universal†store value standard meets all home furnishing stores. Therefore, each store should be based on its own commercial value, and at the same time can not blindly pursue "big names". Faced with the problem of insufficient execution due to improper employment, she suggested that the store should hire someone who really knows what to do to run the store, rather than just looking for relatives and friends. Regarding competition between peers, Su Xuan's suggestion is to "shake people first" and use their own resource advantages to compete with them. Finally, Su Xuan called on the stores to keep the information unblocked and learn more about the status of domestic furniture factories and local distributors. At the same time, we must innovate our own operation mode and rationally build new stores.
Subsequently, Junuo Furniture General Manager Zhu Guojun spoke as a distributor representative. He first pointed out that one of the biggest bottlenecks facing the furniture industry can be summarized in three words: multiple, dense and wide. With the warming of the real estate market in the past few years, there have been more and more furniture stores, and the scale is getting larger, and the growth rate and size of the store have tripled. The result of this is that the market's popularity is getting lower and lower, and the share of each merchant is also reduced. The size of the dealer's storefront is increasing, the cost of opening a store is increasing, but the profit is decreasing. Zhu Guojun bluntly said that the current market is not what it used to be, and it is a very painful period. He also believes that stores and distributors should choose brands reasonably according to their market positioning. He pointed out that the second bottleneck is the problem of talents. With the development of the market, the requirements for talents are getting higher and higher, and it is difficult to find suitable talents. Finding the right person and doing the right thing is even more difficult. The furniture industry is developing too fast, the talent development cannot keep up, and it lacks the backbone. Although there are many difficulties, Zhu Guojun firmly believes that as long as there is a ray of hope, it must be a hundred-fold effort. As long as the three parties work together to do a good job in the store, do a good job and serve the customers well, tomorrow will be even better.
Then, Hu Weidong, chairman of Skexin, spoke as a manufacturer representative. He first pointed out that the rapid development of Chinese private enterprises has made important contributions to the country. Next, he took Suzhou furniture enterprises as an example, and pointed out the current common problems of furniture enterprises, namely, low industrial structure, small enterprise scale, serious brain drain, Suzhou furniture enterprise brand miscellaneous, product grade chaos, quality and technology varied, enterprise scale Small, non-standard industries, lack of corporate culture, lack of attention to talent management, industry exchanges and cooperation surfaced. Hu Weidong predicted the new trend of the furniture industry in the next ten years: high standardization of the industry, low carbonization of products, and a gradual shift to low carbon and cleanliness; scale of the enterprise, standardized governance structure, win-win cooperation in the industry, and internalization of social responsibility into the enterprise Values. He also pointed out that no company in the current industry occupies a large share, and no company can have a great impact on the furniture industry. The current furniture brand is at best an industry brand, and it will take nearly ten years to form a consumer brand. The way to go. Hu Weidong also talked about the triple pressures faced by current dealers from the perspective of dealers: the number of stores has soared and rents have skyrocketed; some big names have begun to open independent stores by themselves, competing with dealers for the market; consumers are more critical and shopping guides are more and more Difficult to stay. Faced with the current uneven dealer group, he believes that dealers should change their business model, help companies build brands, and change their precarious survival status at an early date.
Mr. Qiu Gang, general manager of Red Star Macalline Zhongxiang Shopping Mall, also gave a speech as a guest, thanking the Suzhou Furniture Exhibition Organizing Committee and also cheering for the peers, calling on everyone to unite, do their own work, and establish their own brands. .
Then came the time for all parties to communicate freely. Shopping malls, factories, and dealers are all affixed with labels prepared by the organizer to represent their roles. All parties walk on the site of the exchange meeting, freely communicate, and take their own needs, with good results. The reporter interviewed Mr. Xie Jianhua, Director of East China Operations of Avashino Classical Furniture, the brand has settled in Shanghai Yuexing Furniture and Suzhou Sixth Space. He said that the brand's choice to enter the mall is determined by factors such as brand positioning and mall positioning. He also said that he is optimistic about the Suzhou furniture market. Red Star Macalline has three distribution points in Suzhou, which shows the consumption potential of this city. In addition, he said that the introduction of the real estate policy is more about cracking down on investment, and it can also stimulate the real purchasing power. The furniture market development is not greatly affected by real estate.
In the afternoon, enter a very important part of this meeting-group discussion. Participants were freely divided into fourteen groups, and each group also had representatives from shopping malls, factories, and distributors, and some groups also included media representatives. Each group conducted an hour-long in-depth discussion on the topic "How do the three parties work together for a win-win situation under the current situation?" Representatives of all parties expressed their opinions, or raised their own problems, or shared some of their suggestions with the team members, or given some thoughts on the furniture industry. One hour later, each group sent representatives to the stage to summarize and share. The sharer of Skink believes that the intellectual property issue is a big problem facing the furniture industry at the moment, and also points out that it is necessary to vigorously support dealers instead of killing chickens to get eggs. The sharer from Shunde Furniture Mall believes that the store should not attract investment for investment, and should consider the specific strength and philosophy of the dealer; at the same time, the training of salespersons should be strengthened. In addition, many sharers of shopping malls and manufacturers also said sincerely: "It is the world that dealers have laid for us, and we should treat the dealers kindly." The atmosphere of the sharing scene was warm, and everyone was "unity is strength" Deeply infected.
The evening reception will culminate in this meeting. Mr. Zhao Yixue, the founder of Suzhou Furniture Fair, led the crowd to shout "We are touched to have the luck of meeting here today, cheering for our sincere cooperation tomorrow, and toasting our future realization of win-win". At this point, the arrangement of the entire meeting was completed, and "Unity is power-the 2011 win-win meeting of shopping malls, factories, and dealers" successfully ended.
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