Dealer three magic weapons to choose the mahogany brand

In recent years, with the continuous development and expansion of the mahogany furniture industry, the business model of mahogany furniture manufacturers is constantly changing, from the single store to the professional store, and then the store direct sales, the company and the store joint venture to the dealers to join. At present, many large-scale enterprises have entered the development stage of using dealers as their main sales channel. At the same time, with the development of the market, the brand competition of mahogany furniture is becoming increasingly fierce. The “brand war” in the mahogany furniture industry has enabled all companies to have the opportunity to become well-known companies and to provide dealers with more choices. Dealers are watching the changes, some of the slower-developing brands are gradually loosening their position in the dealers' hearts, and dealers are beginning to change their minds. They prefer the first-line brands.

The mahogany furniture industry is one of the important traditional industries in China. For a long time, mahogany furniture has only factions in the minds of consumers. There are only a few mature brands, and there are no leading enterprises or monopoly brands. In recent years, China's economy has developed rapidly, people's living standards have been continuously improved, and consumer attitudes have also changed. The market space for mahogany furniture has become larger and larger, and mahogany furniture manufacturers have begun to pay attention to brand building. Although the mahogany furniture is a traditional industry, there are few well-known big brands in the country. Unlike the tobacco and alcohol industries, when it comes to brands such as “China”, “Moutai” and “Wuliangye”, almost no one knows. Before the industry has yet to show strong brands, there are still opportunities and opportunities for companies to build their brands. This is the root cause of many second- and third-line brands of mahogany furniture that can quickly reach the ranks of the first line. However, if it is 3-5 years later, the mahogany furniture industry will enter a mature stage, and if you want to create a brand, you will get twice the result.

The brand war has become an inevitable trend, and the space for dealers to choose brands is growing. If the brand of the enterprise cannot become a weapon for the profit of the dealer, it will be abandoned, and the sales channel of the enterprise will face shrinking. The road to development will become narrower and narrower, and it will even go to a dead end. According to the author's understanding, in the case that the mahogany furniture industry has not yet matured, monopoly enterprises and strong brands have not yet appeared, dealers choose agent brands mainly through the following channels:

Public publicity investment is larger

The publicity of the mahogany furniture enterprises for consumers is generally based on TV stations, popular newspapers, and outdoor advertisements. In terms of TV advertising investment, few companies choose local stations, and they will basically consider CCTV. CCTV's advertising investment is huge. At present, there are not many mahogany furniture manufacturers that can have this strength and strength. The publicity expenses of the public newspapers and magazines are much smaller than those of the TV stations, but after all, they are mass media, which is about ten times higher than the industry publications. In this way, companies generally only choose to serve one or two ads for tentative delivery. The arrival rate of newspapers and magazines is limited. There are many newspapers and periodicals in airplanes, trains, cafes, etc. These consumers have limited reading time, fewer readers, and fewer impressions on advertisements. Moreover, the mahogany brand is not the mainstream in various popular publications, and its attention rate is not as good as that of automobiles, watches, clothing, liquor and other consumer goods. There is also outdoor advertising, outdoor advertising generally refers to advertising on the intersection billboards and highway signs, which are mostly high-speed road billboards. In contrast, the arrival rate of such advertisements is still relatively high, and the effect on displaying the corporate image is also good. It is only limited, the promotion is only for the local area, and the consumers outside the region can say that there is no direct effect. There are very few foreign dealers who come here because of their names.

Industry media close to dealers

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