Dongguan Famous Furniture Fair this year, the old furniture brand in Guangdong debut as scheduled on behalf of Hu Yaobang, in the past mostly on the new booth is different this time, Hu Yaobang only show "has been excellent products." "We are actively do 'thin' movement, from the product line to the reseller channel, a series of Hu Yaobang to filter out, the better the competitiveness of products to optimize the dealer's profit model to adjust." Face has been teenage "old age" of the enterprise and large scale, Hu Yaobang, general manager of Group Furniture Division coldest clear thinking, that "would slim down after intensive products and channels, to extract the core competitiveness."
Cut: no competitive products to eliminate
In Beijing, in addition to professional large furniture stores and other stores, Hu Yaobang furniture products can also be a "Home Outlet," said Ole Fumei buy, but here only sell Yaobang, "the door of a generation" series of all products, this series is the equivalent of Hu Yaobang, "split into the wooden board to sell," the price of all "off" to the United States Ole blessing.
Cheap goods dumped like this happened many times in the Hu Yaobang, but not a whim or desperation, but there are plans to cut off gowns justice. Furniture business with Hu Yaobang, general manager of the Group coldest month of the words, "Who is Hu Yaobang active 'thin' it? If it wants to 'thin', we have to start with the establishment of the huge accumulation of ten years starting products."
As early 80s of last century plant, from the manufacturing process, material applied to the marketing industry veterans are already very much at home, furniture, product size of Hu Yaobang did people catch up. Elegant and refined the "door" family, fashion, classic "source of innovation in your" series, pure European and American pastoral school "European and American Style" series, personalized "Fujiki Wind" series, the glory of luxury "Louis family" series, naturalistic "Life elements" series of ... ... from the plate to the wood, from European classical to modern Korean, each trade show will take the opportunity to participate in one or two new products launched, Yao's series of brand licensing has up to 16.
This has also allowed Hu Yaobang overwhelmed. "Product line more, the market changes too fast, can not keep up internal management, agents can not keep up, other human and material resources are also not keep up." Coldest stressed that some of the most critical because the market place brand change, do not meet the consumer's tastes, and basically does not have the profitability of the enterprise instead of dragging the hind legs. To this end, in the international financial crisis, when Hu Yaobang decided to slow down and filter out the existing products, to lose do not have competitive products, the remaining products that do meticulous precision. "We cut the 16 brand series of 6, only the remaining 10."
Stock was all "buy" and "the door generation" products that Hu Yaobang cut, given the "door" has been known for many old customers, Hu Yaobang in the reserves, "the door" brand developed on the basis of second-generation products. According to reports, "the door of the second generation," mainly for the color of white light, with light khaki color, overall color clean, competent, float to the surface trace of the young nobles of the wave.
Off: No prospect of a closed shop
In addition to product structure, doing "downsizing" campaigns, Hu Yaobang in the channel also began reducing the burden, such as help dealers close the store has no future. October of this year, Hu Yaobang and the number of stores nationwide more than 1,200 reduced from more than 800, of which only Macalline Beijing, Jimei, Dragon House has 9 stores.
What is no future in store? Explain the coldest month, is currently making money, but not optimistic about its future stores. "Found these stores have a good prospect of the main reasons is the fear that we may carry live dealers, some dealers shoulder the burden is too heavy." Coldest month, said a few years ago in order to rapidly expand its influence, occupy a greater market share, the management of Hu Yaobang in the dealer some slack, basically what dealers want to give any series of series, even if they hold hands while three series of brand distribution rights do not interfere, which makes some of But strength is not enough appetite to eat the bitterness of distributors.
With the acceleration of urbanization, increased regional consumer trends, dealers in a city must be more open several stores in order to make economies of scale. To a brand at least open a store, a store requires an investment of at least 50 yuan terms, three brands into the open a shop would have 150 million, more open a few stores for each brand must have a thousand million funds, the general distributor is not the strength, and can only be a series to open a store, you can not do the market through a profound, long run, their enthusiasm and loyalty of Hu Yaobang and gradually reduce, the overall development of Hu Yaobang furniture extremely unfavorable.
To this end, from the end of 2009 when the development strategy formulated in 2010, Hu Yaobang to make a resolve to turn off some dealers "Gubuguolai" stores, while the establishment of new mechanisms joining agency - "One City One Product multi-shop", that is, a city, a dealer can only do a brand agency, but to the brand to open more stores. "This strategic adjustment achieved good results, now we just heard where the dealer stores, soon to spread, once a shop is successful, quickly copied the second, three, four, is a proxy record Business on a brand out of the eight stores, also address the pressure on the stock. "coldest month revealed that 10 brands if both do, there are 2000 products, an inventory of each product has a 2000, if you specialize in a brand, much less inventory.
To do: provide good brand good products
Active off stores, out of products, although they appear in the outside world is time-consuming, the consumption of "blood," the big move, but in the coldest month it seems, are simply gone through years of rapid development of enterprise and must slow down to a turning point, as long as through the turning point in the future of business will be better.
"With years of brand, scale, Hu Yaobang, and other plant competition has no problem, how to meet the needs of the consumers themselves is a big problem. After all, the era of mass to do more in the past, and now the market demand is made meticulous precision, consumers prefer to see the sincerity behind product. "third-line areas, whether rural consumers Ye Hao, a second-tier cities, no matter whether white-collar family, coldest month that they are not stupid, not soil, what good or bad products, they have steelyard to measure heart, so do product Yaobang to sense the ultimate good brand.
Coldest month, said Hu Yaobang will not use inferior materials to challenge some of the intelligence and the eyes of consumers, not only for the price due to the expense of quality. In order to maintain brand awareness and dissemination of degrees, Hu Yaobang and down furniture is still some advertising and marketing efforts. For example, Hu Yaobang Group spent a lot of TV series sponsored by the "big girl when married" in April this year at the CCTV-8 sets of hot air, there's all the family drama scenes, all with the Hu Yaobang furniture.
In addition, Hu Yaobang furniture also point into the communities in marketing, distributing leaflets to ensure effective information received from the owners, including whether there is demand for furniture, and if so, will immediately send the invitation. "In the past we found that, if issued 1,000 leaflets, may only get only 300 feedback, and now invitations through this point to point the way, keep them coming back almost 80%, very precise." Say this , coldest feeling proud of the small exposed. Hu Yaobang in his mind, has done "downsizing" exercise, the brand will be louder, more unique products, to grab a bigger market cake, the interpretation of a more exciting story.
