The survey results show that there are currently few outdoor furniture dealers in the country, and they are mainly distributed in developed cities such as the first line and coastal areas. Whether these dealerships are concentrated in the home store, or sporadic distribution outside the store, the professionalism and product grades are mixed. Among the more than 200 outdoor furniture dealers surveyed, 51 indicated that they had changed their brand intentions, accounting for about 23% of the total.
In 2011, the outdoor furniture domestic market continued to move forward at a steady pace during the depression of the pan-home industry, with sales increasing by about 30% compared to 2010. The international brands and leading enterprises have strengthened their efforts in developing the domestic market, and the proportion of domestic sales of the original foreign trade enterprises has been continuously improved. It is expected that in 2012, the competition in the outdoor furniture domestic market will become more intense, and the “channel†will become the focus of enterprise competition. From October to December 2011, Asia-Pacific Media used more than 900 employees to conduct a large survey of dealers in more than 2,600 cities across the county (including county), and the outdoor furniture industry dealers also investigated this situation. Within the scope.
The survey results show that there are currently few outdoor furniture dealers in the country, and they are mainly distributed in developed cities such as the first line and coastal areas. Whether these dealerships are concentrated in the home store, or sporadic distribution outside the store, the professionalism and product grades are mixed. Among the more than 200 outdoor furniture dealers surveyed, 51 indicated that they had changed their brand intentions, accounting for about 23% of the total. Most dealers choose to retain the original brand and avoid the risks and challenges brought about by changing the brand. More than 20% of the dealers who want to change the brand, they said that after a period of operation, they have a deeper understanding of the local market. The brand is not suitable for natural changes. But is the “changing†brand the best way for dealers to overcome the local market? Let’s take a look at the survey data:
60% of dealers tend to be high-end brands
Outdoor furniture is a mass consumer product abroad, but its consumer groups in China are still dominated by high-income people. It is expected that in the next 3-5 years, the demand for outdoor furniture by ordinary consumers will gradually become more prominent. Therefore, dealers not only consider the needs of high-end consumers when changing brands, but also consider the future development trend of the market. Among the dealers who want to change their brands, they want to represent the most high-end products, accounting for 59%, so the market has the widest range of products; the dealers who want to represent high-end and mid-range products account for 20% of the total number of dealers who want to change brands. 14%, while dealers with the agent's top product intentions account for only 5%, and only 2% for general products (Figure 1).
From this chart you can see:
1. The domestic outdoor furniture market is still dominated by the demand of medium and high-end products. Due to factors such as consumer life concept, consumption concept and housing conditions, the market demand for ordinary outdoor furniture products is small. But it also means that with the development of the industry and the gradual maturity of the market, ordinary outdoor furniture products will have a huge market potential.
2, high-end brands, top outdoor furniture products, although the profit margin is large, but the agent high-end brands need dealers to have certain financial strength and excellent management and management capabilities. The high operating risk and high agent threshold lead to the proportion of dealers capable of operating high-end brands, which is always only a small part of the pyramid.
3, the market demand for high-end, mid-range products is still the mainstream of the market, but the positioning of a single product to deal with the market is weak, so the market-wide positioning, high-product integration of high-end products is most favored by dealers. It is expected that for a long time in the future, medium and high-end products will continue to dominate the outdoor furniture domestic market.
Nearly half of the dealers are conservative in their investment in brand capital
Due to the coldness of the pan-home industry in 2011, the overall market sales have fallen sharply. Most of the distributors in the pan-home industry are taking a wait-and-see attitude toward the current situation. Even if the existing brands are not ideal, they will not be willing to act rashly. The attitude is more cautious.
The overall sales of the outdoor furniture industry in 2011 was not affected by the big environment, showing a steady upward trend, but due to economic turmoil, outdoor furniture dealers are also conservative about investment. As can be seen from the second chart, the number of dealers with an ideal investment of 100,000-200,000 is the largest, accounting for about 50%. About 1/3-500,000 yuan is about 1/3, and the investment is less than 100,000 and more than 500,000, which is about 10%.
Most dealers have the mentality of “less investment, more returnsâ€, especially in the case that the outdoor furniture market is not mature. The more investment, the greater the risk. “Seeking stability†is the general mentality of dealers. But no matter what industry, if you want to have a return, you will have to pay, especially in the outdoor furniture industry. If dealers are eager to manage with eagerness and quick success, they will not be patiently cultivated and market, and they will find a unique and innovative marketing model. Unable to wait until the fruitful harvest season. On the one hand, dealers should establish a correct business mentality and philosophy, do not blindly follow the trend, and must not only consider short-term immediate interests, but also take a long-term view of market development, plan and strategically choose brands and open up markets. Control the proportion and rhythm of input and output; on the other hand, enterprises should fully understand the investment and management psychology of dealers, and adjust them in a targeted manner when formulating investment promotion strategies. “Knowing ourselves and knowing each other†will help enterprises to take the lead in initiating distributors. Seize the favorable market channels.
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