Human resources management focuses on results but not processes Most marketers in the furniture industry have no sense of professional security. When evaluating talents, many companies value performance rather than creating performance. Adopt a simple salary model and pay no attention to the career development of employees. The concept of employment must be fundamentally changed, that is, to create value for their employees, not just to obtain value from them. There are few companies that can carry out formal training, and many trainings are just passing through and endorsement. Value is not value In order to compete for a limited market share, some furniture manufacturers do not hesitate to lure consumers to hook at the cost of "bleeding". Industry non-standardization is one aspect, but if you want to use "speculation" methods to manage your business, you will definitely go to extinction. The price of the product cannot be maintained because it does not reflect the value it deserves, and of course the consumption cannot be sustained. "A penny is a penny of goods," which just means the use value of the product itself. To achieve "a good price for a good", it is necessary to give "goods" to something more valuable. Focus on corporate image, ignore product image This image is more concentrated in large and medium-sized furniture companies. In the impression of consumers, at most they only hear about their advertisements or XX company's strength and good reputation, but little is known about their products. The corporate image is important, but the competition for market share mainly depends on the product image, that is, the construction of the product brand, not just the prominence of the corporate brand. Consumers buy products rather than the name of a business. Over-promotion, lack of core competitiveness There was once a well-known large-scale building materials shopping mall, after the "Furniture Festival", "Furniture Week" and then "Furniture Festival", etc., I saw the traffic in the market, and I was thriving. But after consumers watched for their numbness, the mall was so poor that it was not good. In the regional market, various brands are also full of tricks in promotional methods: hype concept, shopping prices, and ultimately form a vicious circle can not extricate themselves. If you are unsure of the company's continued competitiveness and development power, and do not enhance its core competitiveness, it will only survive more difficultly or decline more rapidly. Excessive promotion is the result of product homogeneity, and the problem to be solved is naturally product innovation. In order to prevent competitors from imitating, it is necessary to change the technology of the new product development model, and form market barriers before the birth of the product, and strengthen the market appeal of the product. Re-sale, light pre-sale and after-sale When selling products, there is a lot of hype. Any furniture brand's products can be guaranteed for 15 or 20 years. Consumers are blamed for problems after use, and the situation is serious. They simply go behind the scenes. In fact, many companies are also concerned about after-sales, but because of the large cost of this service, the customer management system requires a lot of financial resources and manpower. And material resources. If the after-sales service management is too rough, the customer information possessed cannot reach the level of marketing services at all, and market segmentation is impossible.
Guangdong Jishengke Industrial Co., Ltd. , https://www.suronart.com
What are the disadvantages in the furniture industry marketing process
Furniture is closely related to people's daily lives, so it has received special attention from consumers and investors. In China's furniture industry, merchants' marketing methods are emerging one after another, such as: sofa promotion, bedding promotion, etc., but these marketing methods are enough for the sustainable development of enterprises? This article mainly analyzes the shortcomings of these marketing methods.