The rapid development of the outdoor furniture domestic market is urgently needed

In today's increasingly fierce competition in the outdoor furniture market, many outdoor furniture companies advocate "terminal is king", let their sales staff and competitors battle the terminal. In fact, some sharp-minded corporate leaders have begun to realize that "channels are king", they are more concerned about the development trend of channels, and can clearly realize that channels can not only activate logistics, capital flow and information flow, but also Can enhance brand value.

In recent years, with the deterioration of the external economic environment, the homogenization of products has intensified, the cost of raw materials and other materials has continued to rise, and due to poor management, some outdoor furniture companies have even begun to "make a living". At the same time, some well-known home building materials companies are also trying to launch outdoor furniture products to seize the outdoor furniture market, which further intensifies the market competition of the entire industry, and future industry reshuffle is inevitable.

Nowadays, the number of outdoor furniture companies is increasing year by year, and the original business model and marketing tricks of the companies are obviously invalid. Many companies have been pushed to the cusp of the storm, and they have begun to transform and upgrade, and export to domestic sales. How to break through the bottleneck of the existing industry development and allow enterprises to better open the domestic market is a problem that Changchun outdoor furniture companies urgently need to solve.

The rapid development of the domestic market

The rise of the domestic outdoor furniture market is only 10 years old, from the earliest rattan chairs, wooden tables, bamboo chairs, and bamboo stools to a series of outdoor furniture that has been professionally designed and processed, and has diverse materials and different styles. The demand for the outdoor furniture market has been maintaining rapid growth, and it has gradually spread from the commercial and professional fields to the mass consumer field.

With the continuous development of the national economy, especially the rapid development of the real estate industry, and the gradual establishment and improvement of modern commercial sales models, the demand for outdoor furniture products is growing at an amazing rate. In particular, the market has gradually expanded from the initial professional needs, such as high-end clubs, star-rated hotels, restaurants, leisure venues, residential quarters, etc., to mass demand, such as villa gardens, roof terraces, balconies, etc. Development is still accelerating. Whether it is an internationally renowned brand or a professional outdoor furniture manufacturer in China, it is gradually aiming at the domestic market.

Channel construction is urgent

In today's increasingly fierce competition in the outdoor furniture market, many outdoor furniture companies advocate "terminal is king", let their sales staff and competitors battle the terminal. In fact, some sharp-minded corporate leaders have begun to realize that "channels are king", they are more concerned about the development trend of channels, and can clearly realize that channels can not only activate logistics, capital flow and information flow, but also Can enhance brand value.

For outdoor furniture products to become branded and popularized, the role of channels is irreplaceable. Only through channels can the brand value and the actual needs of customers be fully reflected. For the outdoor furniture industry, one of the main points of the channel is the outdoor furniture professional store. According to the survey, more than 85% of domestic consumers are eager to purchase outdoor furniture products in professional hypermarkets with rich products and excellent shopping environment, hoping to get the "one-stop" service of professional hypermarkets. However, due to the short history of the development of the outdoor furniture industry, the business philosophy and business model are not yet mature, and enterprises are still mainly export-oriented. For a series of reasons, so far, there are still few outdoor hypermarkets in China. But this is an inevitable trend in the development of outdoor furniture channels.

It is foreseeable that with the rapid development of the outdoor furniture industry, the sales channel will also show a rapid development momentum, and some emerging channel models will emerge at the historic moment. So, in what direction will the channels of Changchun outdoor furniture companies develop in the future? The author believes that there are mainly the following development trends:

1. Flattening of channels.

The sales channels of any industry will expand with the expansion of the market, and the number of general agents, regional distributors, regional agents and retailers will increase gradually.

For small and medium-sized outdoor furniture companies with limited financial strength, this flat channel will be a trend in the early stages of development.
However, in the domestic market, second-tier merchants have limited knowledge of the outdoor furniture industry, and some brand manufacturers directly choose to open direct stores in domestic first-tier coastal cities. It is also a helpless move. Flagship store of 1000㎡.

2. Diversification of channels.

In the increasingly fierce market competition, domestic outdoor furniture companies have shifted their focus from exports to the domestic market, with a view to deploying their sales network to domestic first- and second-tier cities to third- and fourth-tier cities.

In the national market strategy, the sales channels of various outdoor furniture companies present a coexistence of multiple formats. For example, some companies are mainly high-end clubs; some companies are mainly star-rated hotels; some are catering and leisure venues. Lord etc. "Eight Immortals Cross the Sea, Each Shows Magic", channel diversification is an inevitable process for an industry that is still in its infancy, but from another perspective, diversified channels are also orderly competition in the industry and accelerate industry norms Portrayal.

3. Informatization of channels.

The information construction of outdoor furniture channels mainly includes two aspects: one is information management, which adopts advanced management system to manage and utilize the information flow of sales channels, to help enterprises understand and optimize the logistics and capital flow in sales channels, Quickly grasp market information such as product prices and fashion trends, and improve the efficiency of responding to the market; the second is to open up channels for online sales.

The construction of informatization of sales channels is conducive to the optimization of information flow. At present, the information flow of the outdoor furniture industry is seriously lagging, and it is usually summarized only once a month or longer, which is not conducive to the outdoor furniture companies' timely response to market changes. Moreover, the current information flow is based on paper documents and manual reports, with poor accuracy and usability, plus multiple tedious links, the data is easily distorted. Therefore, channel information construction can optimize the entire information flow and maximize the value of information. Information construction is by no means simply to provide a set of computer hardware and software, it will provide a more sufficient basis and a more effective method for management.

4. Specialization of channels.

As competition intensifies, outdoor furniture companies are constantly improving their competitive strength. In fact, the process of specialization is the process by which companies continuously improve the core competitiveness of product brands.

The consumption of outdoor furniture products is a rational consumption. More than 80% of consumers who shop in terminal stores have a certain social status and economic strength. Most of them have a good education and have a good cultural taste. Therefore, the sales channels of outdoor furniture should highlight specialization, including the specialization of sales terminals and the specialization of store image. With a professional image, let terminal stores infect consumers with high-quality services and professional shopping guide knowledge, so that they have a strong desire to buy.

Now, more and more outdoor furniture companies begin to pay attention to channel specialization. The author believes that in the specialization of channels, the following five points need to be noted: first, to create a distinctive image of the store (direct store); second, do professional training for terminal shopping guide; third, do a good job in terminal products Effective combination and in-store display; fourth, do a good job in the management of the terminal store's "incoming, selling, and storing" products; fifth, prohibit the terminal store from selling other miscellaneous brands and inferior products.