With the deterioration of the international market environment, China's outdoor furniture companies have turned their attention to domestic. The domestic market is constantly heating up, and channel construction has become the focus of the company's work. Although the horn of channel competition has already sounded, the outdoor furniture market is narrow in scope and there is no mature circulation and channel model. The competition for investment is bound to become increasingly fierce. Therefore, companies should change or improve traditional sales methods and expand marketing channels so that they can take the lead in seizing the domestic market.
Properly open direct-operated stores and establish a fast development lane
Dijia Garden, a high-end outdoor furniture brand in Foshan, and Asia-Pacific Furniture, both established their own direct stores when they first entered the Chinese market a few years ago. Established its own high-end direct-operated stores, and Asia-Pacific furniture settled in Pazhou Jisheng Weibang. Asia-Pacific furniture Chen Wenqing introduced to the author that in the process of direct sales, companies can not only directly understand the market needs, but also find out a set of successful operation models to help the survival of dealers. The Asia-Pacific furniture Pazhou Jisheng Weibang store was also successfully taken over by the dealer because of the success of the direct sales. Zhejiang Zhengte Group's "Sunny Garden" brand began to develop the domestic market a few years ago from the establishment of direct sales stores. According to incomplete statistics, there are currently more than 40 franchise stores in China.
With the rapid development of the home furnishing industry , the distribution model of home furnishing brands has also undergone tremendous changes. Outdoor furniture companies do direct sales, skip the middle links, can better control the channel, but it is a good strategy, direct sales model may become a trend, become the touchstone of outdoor domestic sales.
According to local conditions, the establishment of special channels is affected by climatic conditions, use environment and local culture, and the requirements for outdoor furniture materials in different regions are also different. For example, some materials are suitable for the humid climate in the south, but they are easy to crack or have a shorter service life in the outdoor environment of a thousand baths in the north; the popular iron products in the north are not suitable for the high temperature weather in the south; the rattan rattan is more popular in the south Furniture is not so common in the North. Therefore, in the process of inviting investment, enterprises should conduct accurate market analysis of the environment in different regions through detailed market surveys and external environmental assessments based on their product characteristics to find the most suitable market for in-depth development.
In addition, the different cultural environment, geographical characteristics and urbanization degree of various places are also important factors that need to be considered when investing in outdoor furniture companies. Provinces and cities such as Hainan, Guangdong, Qingdao, and Hangzhou have beautiful natural scenery and modern city construction. The local tourism and leisure industries are well-developed; while Shanxi, Shaanxi, Beijing and other provinces and cities have advantages in the leisure tourism industry based on human landscape, a Dominated by historical monuments. Therefore, the demand for outdoor furniture products in these areas is also different. Enterprises should formulate different investment plans for different markets, make full use of the "geographical advantage" factor, and achieve "knowing each other and fighting each other".
Of course, with the application of high technology, the influence of urban geography, climate, culture and other factors on the outdoor home market is gradually weakening. For example, wood-plastic products incorporating high-tech processes are much more adaptable to the environment than traditional solid wood, which gives companies a wider choice when building channels.
In summary, outdoor furniture channel innovation and diversification must combine their own positioning and market characteristics, establish distinctive sales channels, and open up new markets.
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