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It is imperative for manufacturers to digest inventory at the end of the year.
In 2012, there will be more than ten days to come, whether it is for the end of the year or for the “opening of the door†in 2013. It is the best choice for many home brands to make a good start to the promotion, whether active or passive. Must do. Unlike the previous year's investment, this year, many brand managers have no idea at the end. I don't know if the closing promotion will be rewarded. Therefore, many home brand managers are very entangled.
Digesting inventory into the common goal of the manufacturer
At the beginning of this month, the reporter was invited to attend the annual meeting of the sanitary industry in Foshan. At the meeting, the leaders of many sanitary ware manufacturers said that the sales of sanitary products were hindered by the influence of the national real estate control policies. Therefore, digesting stocks has become a top priority for many sanitary ware manufacturers. Manufacturers only find dealers to digest inventory, which will increase dealers' sales pressure. If dealers have strong sales ability, they can digest the corresponding inventory of manufacturers, otherwise they will stop purchasing. Therefore, on the issue of digesting stocks, manufacturers and distributors are in a relationship of advance and retreat.
However, in order to achieve the purpose of digesting stocks, manufacturers may make a killer--cancel the dealer's agent qualification or reduce the rebate, which will be a fatal blow to the dealers. Therefore, the New Year's Day promotion dealers must do both active and passive. As the high manager of Gujiajiao said: "Whether it is bigger or bigger, New Year's Day promotion is a prescribed action that must be done!"
Different size brand promotion strategies
In the past years when the home market was good, the size of the home brand was almost every weekend. The situation this year is different from previous years. From the beginning of the year to the end of the year, most of the time I only saw first-line home brands or brand alliances doing promotion. The small brands that dominate the market seem to have disappeared from the market.
In fact, many small brands this year mainly rely on the activities of home stores to survive, and few small brands will take the initiative to produce enough strength for promotional activities. In the case of such a disparity in strength, the first-line brand has developed rapidly, just as Wang Yurong, manager of Chihuahua Sofa Jinan Company, said: “In the case of a sluggish home market, the 28th law is more obvious, consumers The purchasing power of the first-line brand, which accounts for about 20% of the market, is an inevitable trend. The growth rate of Zhihuashi sofa this year is about 30%, which is one of the best years for Chivas to grow in the Jinan market.†This is also the size. There are two inevitable results caused by different market behaviors of home brands. Stronger and weaker are weaker, and individual small brands are even facing the danger of elimination.
Jinan home market will be warming overall
Regardless of the size of the Jinan home market brand, brand managers will decide their own brand activities based on their own judgment on the market. Therefore, the judgment of the future Jinan home market has become a key factor in the brand behavior. This topic has also become a discussion in the industry before the New Year's Day. The most topic.
Last weekend, the reporter accompanied a friend to the Sanjian Ruifuyuan in the west of the Bayi overpass to see the house. The reporter found that many decoration companies are working on the construction of the building. Zhang Dawei, the designer of the Wantai decoration, told the reporter: "The company in the second half of this year The activity is obviously a lot more, sometimes in order to catch up with the design, often work overtime until midnight, which is more substantial." According to the statistics of the construction department of Jinan City, up to now, Jinan commercial housing has been trading more than 4,000 sets per month for five consecutive months. The sales volume has increased significantly compared to last year. It can be inferred that the overall warming of the Jinan home furnishing industry is an inevitable trend. The key is to see which brand can seize the opportunity before the warm-up. Therefore, the New Year's Day promotion is crucial as the first battle before the warm-up. At this time, it is unnecessary to entangle.