Cross-border integration in the era of large home furnishings has three major problems that plague the cabinet industry

The 2014 Pan-Home Furnishing Industry Fair and Guangdong Home Furnishing Industry Annual Conference will be held in Guangzhou Gymnasium on January 10, 2015. It will focus on 'home furnishing industry chain integration, The 11th China Home Furnishing Development Forum, home furnishing industry 'Oscar'-style awards ceremony, concerts, etc.

  The cabinet industry has been developed in China for more than 20 years. The industry has matured, but the market structure has not yet formed. The 'brand war' is still fierce. The concept of 'big home' seems to have helped cabinet companies find To break the bottleneck, the cabinet companies are now paying more and more attention to the attempt of 'big homeOf course, a new attempt is unlikely to be successful right away, and the existing problems are relatively normal. In the cross-border integration of the home furnishing industry, many companies have encountered problems, which are concentrated in the following aspects:

  First, the issue of 'brand'

  'Brand' is actually equivalent to consumers' recognition of the company and its products to a certain extent. Therefore, the first consideration in cross-border integration is the issue of brand names. At first glance, this problem may not seem big, but there are considerable contradictions in actual production. Most companies choose to merge the brand names and continue to use the original cabinet brand names. This will not only increase people's intimacy with the brand, but also make it easier to gain the favor of regular customers. But in this way, it is also equivalent to increasing the possibility of negative impact on the original brand.

  Of course, there are still some companies that choose to start new brands to fight the cross-border home furnishing market. However, having too many brands under the name of a cabinet company will not only interfere with consumers, but also easily destroy the brand management of the cabinet company itself. Unable to form a synergy of brand awareness. Therefore, in the first step of cross-border operations, cabinet companies need to think carefully as much as possible to not only reduce the negative impact on the cabinet business, but also improve the reputation of the cabinet brand.

  Second, team integration problem

  Secondly, it is the adaptation of the original enterprise team to the new market. Judging from the feedback from the current market, cross-border cabinet companies are not only very different in the production link, but also in the product sales link. Take the furniture industry where a large number of cabinet companies enter across borders as an example, they are not all the same in the construction of sales outlets, shopping guide skills, and sustainable final requirements. How to change thinking and quickly adapt to the new sales model is the number one problem that cabinet companies need to overcome.

   Third, maintenance of relationship with dealers

   Finally, the most headache problem for cabinet companies is how to maintain the relationship with existing distributors after crossing the border. After deciding to cross-border development, the cabinet company found that in order to further spread the sales network, it was ultimately inseparable from the support of the original distributors. Persuading distributors to cross-border together has become a subject of painstaking research for the distributors. In other words, I am different from a large-scale supplier company, and the cross-border risks are too great. Once an unpredictable situation occurs, the consequences cannot be borne by myself. Therefore, how to remove the worries of dealers is a cabinet company that needs to think seriously. Because this is not only related to the success of cross-border operations, but also related to whether the basic board of the cabinet business is solid.
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