Comfortable Home Furnishing will explain to you the distributors of small home brands, how to play with big brands? More than 90% of enterprises are SMEs. More than 90% of the dealer shop owners represent small and medium-sized brands and sell local brands. The cruel reality now is that the coverage of the outlets of the big brands in the home building materials industry continues to expand. The total number of outlets of all listed home building materials companies may add up to hundreds of thousands of outlets, and everyone is still engaged in channel sinking. , Meaning that in all markets, we will compete with big brands. According to a statistic, as of the end of the first quarter of 2019, the four major brands of Oupai, Sofia, Shangpin Home Furnishing and Holocaust have a total of more than 14,000 stores, an increase of 200 faster than the end of 2018. Continuously expand the coverage and enhance the distribution density of the store. In terms of publicity and terminal construction, national home furnishing brands far surpass regional home furnishing brands . So, how can local small and medium-sized enterprises and distributors representing small and medium-sized brands face direct competition and how to break through? ? The advantage of a big brand is its influence. It will bring its own traffic. As long as it opens a store, it can bring some customers to take the initiative. And small and medium-sized brands also have their own advantages. In the local area or within a region, the reputation can be made large enough to be a deep regional market, which can still be invincible. In terms of specific strategies, there are the following five suggestions: 1. Evaluate the competitiveness of national brands in product design, quality, delivery, service and other links, find out their own gaps and advantages, find ways to make up for their shortcomings, and continue to expand their advantages. In most cases, the short board is difficult to make up in a short period of time. After all, SMEs have limited capabilities. It is best to start from the needs of local consumers and start from their pain points, and find ways to start from the selling points that consumers are most concerned about. It is possible to make some of your own advantages better and outperform big brands. 2. In areas where the national brand penetration rate is not very high and the store opening is not very large, focus on investment and establish a marketing network covering multiple channels such as decoration, community, designer, foreman, developer, store, etc. to achieve The airtight effect. This is your moat, which is equivalent to you digging a deep trench and moat somewhere, and at the same time repairing a very high city wall, there are people in all aspects of you, even big brands have hired local dealers, It is not an easy task to attack. 3. The factories and headquarters of regional brands are often located locally, and product delivery and service response can be docked faster. Short-term fast is precisely the core competitiveness of the home furnishing industry, it is difficult for national brands. You can start with product delivery, service efficiency, after-sales service quality, and word of mouth from the local circle to highlight your own advantages. The survey found that a certain percentage of buyers have very high requirements for the speed of product delivery. When they buy furniture, they do not reserve a long time. They often need it in a few days before they go to the store to buy. . If it is a big brand store, they have to return to the factory to do it, plus the time for queuing for production and logistics, they may not be able to deliver the goods within one month. But local manufacturers are different. It is estimated that they will be available within half a month. Some may be made within a week. Fast delivery will attract many people. At present, a phenomenon is that many listed home furnishing companies build production bases in various places. There are many considerations in this. For example, a production base will correspond to the number of customers in the surrounding cities. Orders from neighboring distributors are produced by the nearest factory, thereby improving delivery efficiency. Perhaps in a few years, the delivery advantages of small and medium-sized brands will be lost. 4. Focus on resources, concentrate manpower and material explosion in the region, strengthen marketing efforts, provide high-quality products and fast and thoughtful services. For example, can product delivery be faster; can service response be more thoughtful; can marketing be done deeper, can we build a great wall against intruders. 5. Localized design and production of products, this is mainly based on the needs of local residents, such as some specific living habits, local cultural elements, etc., can affect the purchase of consumers. For example, furniture in Sichuan, combined with elements such as the Three Kingdoms culture and pandas, may not be possible to drive sales. Local businesses can do this by customizing furniture around tens of millions of people. However, it is more difficult for a national brand to do this. He puts the consumer demand into consideration nationwide, taking into account popular elements, fashion trends, etc., but it is difficult to take into account the preferences of consumers in each locality. Distributors can also take advantage of this when doing marketing. For example, according to their own consumer groups, discuss with manufacturers to produce products that better match their needs, negotiate with small and medium-sized manufacturers, and estimate with large manufacturers that it is difficult to negotiate. In marketing, you can also consider what kind of routine locals like. From the reality, there are many very good regional home furnishing brands, whether they are manufacturers or distributors, and the business is doing very well. All we have to do is learn from them. Very importantly, we must be prepared not to be afraid of tough battles in mind, and don't always use brand size as an excuse for our performance. If there is more than one excuse, the battle is frightened at the beginning, and there is almost no possibility that you want to do well. Curved Smart Glass,Decorative Curved Glass,Privacy Curved Glass,Double Curved Smart Glass Shenzhen YuGuang New Material Co.,Ltd , https://www.ygsmartfilm.com