Furniture sales channel

With the increasing strength of furniture stores in ethnic areas in China, it is one of the development trends of furniture market for furniture sales enterprises to operate their own brands. The following are the furniture sales channels I have arranged for you. Welcome to read!

Furniture sales channel

1. It is necessary to establish and complete the personality creation, publicity and promotion of core brands (Pearl of the Palm, Xinyue, Menglisha, Xinhongyang, Yilan and Suibao) and the promotion of dual-brand combination (Yilan and Suibao sleep series combination, Menglisha and Xinhongyang living room series combination). Through a year's time, to build key brands, the ultimate goal is to let consumers first recognize the brand's personality characteristics.

2, need to spend a lot of effort, pay attention to organizational construction and professional management of personnel, to clear the system, standardize behavior, tabular operation, thus forming a simple management model, the system should be implemented in batches to ensure implementation;

3. To complete the publicity and distribution of the community that has lived for 20xx years, mainly promote XXX Furniture City;

Organizational structure adjustment and workflow optimization

Regarding the organizational structure, the main idea is to transform the flat organizational construction into depth, which is conducive to the liberation of high-level people from concrete things;

(1) organization chart

(2) Description of organizational structure

1, and make an organization chart according to the implementation of 20xx strategic objectives. The general idea is to make the flat organizational structure vertical, establish the manager responsibility system and clarify the responsibility and rights mechanism under the overall planning of the general manager.

2. Set up the office promotion section, divide the office promotion platform separately, separate it from the civil furniture, and directly manage and promote it by the general manager;

3. Marketing personnel mainly assist the store manager in dealing with promotion, store image management and training.

(3) Job description

1, presiding over the company's major policies, presiding over management meetings, and discussing strategic policies and work arrangements;

2. Set up the company's various functional organizations, formulate the responsibilities of each functional post and set work indicators;

3. Fully supervise and guide the work of the finance department, the store manager and the marketing department, and supervise the completion of relevant sales tasks;

4. Be responsible for ruling the company's affairs, handling daily affairs, training, guiding and motivating employees, etc.

5. Enrich employees' spiritual and cultural life, organize employees' spiritual study life, understand employees' mentality, and talk with employees at any time;

6. Handle the relationship between the company and the external environment;

Responsibilities of marketing director:

1, formulate the annual marketing work plan (publicity plan, promotion plan, sales performance measures, etc.). );

2. Responsible for the implementation of specific marketing work (organizing activities and coordinating company resources);

3, study the publicity plan, and formulate and mobilize personnel to carry out publicity work;

4. Assist the store manager in handling relevant management processes and training of shopping guides;

price strategies

1. For Pearl of the Palm, Yilan, Xinhongyang, Menglisha and Xinyue, the price coefficient of 80% products in these brands should be raised to 2.5, others should be sold as special prices, and the coefficient should be controlled at 2.5, and then a 60% discount will be given to ensure that each brand has a special price and brand furniture will be phased out? Is it expensive? Concept, thus forming a word of mouth;

2. For the general goods in the supermarket, unified pricing and sales, the whole audience has a special price all the year round;

It takes a slow process from high-standard low-discount sales to fixed-price sales. We can make 20% of the products in the form of special price, and gradually increase them according to the situation;

market strategy

1. Focus on promoting the sales form of weekend specials and focus on small-scale sales. The main operation mode is to send gifts for shopping on weekends, and the basic sales method remains unchanged;

2. Further strengthen the community promotion work and handle the relationship with the property. It is best to bring the property into our sales service system;

3. Strive to broaden the channels of office furniture and find a breakthrough in sales;

Activity strategy

1, under the guidance of the policy of giving priority to single-brand marketing propaganda and supplemented by furniture city propaganda, carry out colorful brand personality propaganda and brand combination propaganda; (But it should be noted that a single brand only does marketing promotion, not advertising promotion, and advertising promotion should be based on the promotion of XXX Furniture City);

2. Insist on special group purchase and carry out hidden promotion; (Special group purchase is different from general group purchase, which can be divided into single brand full series group purchase, full brand small series group purchase, single brand small series group purchase and full brand full series group purchase);

3. Take brand promotion of a large-scale event as the explosion point, and push the market sales to a climax;

4. Long-term activities (Labor Day, National Day), monthly promotion based on weekend promotion;

Positioning of sales channels in furniture market

Face-to-face marketing is the most important link, which relates to the success or failure of the transaction. Because the product is a high-end product, unless consumers deliberately struggle with the price, don't struggle too much with the price. If customers show certain interest in products, sales staff should focus on introducing product features and brand connotation, let consumers know the brand with scientific data and brilliant experience of the brand, and eliminate consumers' doubts and hesitation in buying. After all, furniture is a bulk item, which needs careful investigation and careful consideration, especially for a strange brand, it will inevitably lead to distrust. One of the important tasks of salespeople is to make customers feel trust by introducing products and brands. In addition, when introducing to customers, we should emphasize the differences of products. You are different from other people's furniture. Customers only buy yours, not just because of the price.

Experiential marketing, as its name implies, is to create more opportunities for consumers to experience and get real and unique feelings from the perspective of the target audience. As mentioned earlier, it is not enough to put the most exquisite furniture in the most conspicuous position. Let consumers touch enough, try enough, and never say anything again? Don't buy or touch? Don't make such silly remarks.

Consumers' enthusiasm for buying. Many people go shopping and buy what they like, especially women, often believe that they have experienced it, so don't? Keep your breasts clean? .

The attitude towards customers must be good, especially after-sales service. As a new brand, the early stage is the key stage of word-of-mouth formation. If a customer is dissatisfied, the negative effect he brings may be that you lose at least ten customers. Such activities can be carried out to let existing customers introduce new customers. If the client introduced is successful, you can give the client who introduced him a gift.

Channel management:

Upgrading from the original bulk goods to monopoly is also the main purpose of this reform, making full use of the existing customer information, optimizing the composition of dealers, upgrading from mom-and-pop stores and self-employed stores to collective units and group units, and gradually developing to regional, provincial and municipal total distribution. This is not far away. As long as our product quality and service can stand the test of customers and communicate well, big customers will naturally be interested. If there is a chance to make money, someone will look for it. The problem is that we should be ready for the opportunity.

Information management and utilization:

At present, there are more than 2,000 contact ways for dealers, furniture stores and shopping malls (more than 800 for foreign investors), which have not been reasonably divided and utilized due to unclear powers. In addition, the statistics of population and economic data in various regions of the country and the ranking of the top 100 counties in the country. There are also online shopping mall investment information, take the initiative to contact customers with monopoly intentions and so on. These are precious materials for marketing. Due to the passive thinking of the sales department and the decision-making of the leaders, it is a pity that these things are put in the drawer. We should make full use of it to determine the target market and target customers more quickly and accurately.

About communication

At present, the newspaper media is very weak, only XX Street Furniture Newspaper is doing it, and it is a waste not to do soft articles that can be given away. In addition, through the promotion of blogs, some furniture newspapers have published some articles recently, which has a certain impetus to brand building. Due to the continuous promotion in recent days, the spread on the Internet has achieved good results. * * There are four advertising spots in the publicity, and the registered number of this forum exceeds 200,000. Other websites have also changed three advertisements. In addition, Sohu's furniture blog has been visited more than 40,000 times, and SouFun's blog has more than 30,000 times, and articles are often recommended to the home page. The number of views of our website is close to 20 thousand, and there are more than a dozen platforms being promoted. The total flow is about 200,000. Of course, the customer may not be able to convert it into a purchase after reading it. The purpose of promotion is to let more people know our brand and form a word of mouth. Since there is no other publicity channel, it is necessary to increase online publicity.

About dealers:

At present, there is basically no strategic support for dealers or specialty stores, and there is no other way except to give special prices. Dealers are basically single-handedly, not to mention loyalty. It is the support and help that manufacturers should do to help dealers and specialty stores make sales (promotion) plans. Only in this way can the feelings between dealers and manufacturers be increased and must be improved in the future. The promotion strategies and advertising methods in various places mainly include: outside shopping malls: local network platforms, TV stations, short messages, community distribution of publicity materials, DM direct mail, community elevator advertisements, radio advertisements, newspaper clippings, etc. ; Inside the shopping mall: X display stand, floor stickers, channel flags, glass stickers, information poster clips, shopping mall light box paintings, atrium hanging, etc. There are also flags, booths, posters, promotional labels and leaflets in the store. There are off-season sales plans in the off-season and promotional activities in the peak season. Not all plans have to be paid by the manufacturer. What dealers want is a feasible reference scheme, because the education level of our dealers is generally not high at present. Although many retail investors are not suitable for these at present, we have not only given support to a few specialty stores. Yes, on the one hand, it gives the dealers confidence and reputation (for example, there are other dealers who want to be our brand to visit our current store. What do we want the existing dealers to say? We have done almost nothing except delivery and collection! On the other hand, it is to sum up the experience of promotion for us to open stores in a larger area in the future.