Exploring the new trend of building a furniture business model in the post-crisis era
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October 30 08:07:39, 2023
Yesterday, I said that the times create heroes. Today we have to say that heroes create the times. China's furniture industry suffered a big twist in 2009, focusing on new product development, cross-border cooperation, enclosure expansion, president signing, celebrity endorsement, channel expansion, and concept innovation, which was originally staged in the furniture industry that was not optimistic last year. One scene after another. Among these numerous initiatives, as the leading figures in the furniture industry, what new models have they found in the development of furniture companies? What is the relationship between brand, technology and business model? On January 11, 2010, the "China Furniture Industry Magazine" and the Furniture Channel jointly launched the 3rd China Furniture Industry Annual General Rating List and the "Turning--China Furniture Industry Development Summit Forum". Experts and scholars from all over the country, furniture elites, The industry gathered together to launch a battle against the development of the business model of the furniture industry. How to build a new model of enterprise business development in the post-crisis era The survival of each enterprise depends on different business models to support and build a business model suitable for the development of its own enterprise. It is the continuous exploration of sustainable development of the enterprise. At the forum, Zhang Jun, the general manager of Southern Furniture, introduced the “Southern Model†to everyone. He believes that from sales to production, from strategy to capital, from service to the construction of the entire dealer team, it is indispensable. Finally, a key conclusion is made. "The success or failure of a company is first and foremost a strategic issue. Many companies do not do well. Limited to tactics, strategy and planning are key issues, and strategic goals and strategic goals must be resolved.†Wang Bin from the passing company believes that the best marketing is not a price war, but a brand alliance, emphasizing the system. The concept of business is from production to equipment to marketing. In the future, the business model will only introduce equipment and improve efficiency, so that it will truly usher in a new war. Brand and business model complement each other. Brand building is a problem that enterprises can't ignore. So, in the process of brand building, what are the key points for the importance of the entire business building model? Li Yizhou, a brand marketing society, believes that a company needs two “accountsâ€: one that operates in the bank, manages the tangible assets of the company – the currency; one that opens in the hearts of consumers and builds the intangible assets of the company – the brand. So how does the brand build a relationship with the business model? He believes that the first is to do product management, the product management is to sell the product just fine, a factory, a store, the development is too slow, and then there is capital operation, if it can be financed and When it goes public, it will open a lot of store chain operations and open a lot of factory-scale production. This is the era of capital operation. What is the brand in the era of brand management? Brand is the carrier of spiritual culture. From this point of view, with the most stringent professional standards, the furniture industry can really call the brand very few, mostly shallow brands. Going back and talking about the relationship between business model, product management to capital management, to brand management, brand management is the most advanced stage that everyone can find, this is integrated, the brand is not equal to LOGO, that is the brand's most basic On the basis of this, the back of the brand is a unique business model, without a unique business model, the brand can not be built for a long time, such as Dell's unique business model. Think about it, many successful brands are like this. From this perspective, including many domestic industries, the furniture industry I believe is the same, and is still in the initial stage of brand building. Brand is not a certain area of ​​the enterprise. If the company has many business lines, production lines, management lines, etc., the brand is macroscopic and vertical, and it is necessary to use the brand to lead everything. To build a strong brand and comprehensively control marketing is a hurdle that enterprises can't do, and they must face it. Brand management, promotional advertising, channel marketing, and which one is not, this is what every company must pass. Building a good business model technology is the key to the future development of core marketing, marketing channels are important, but as the furniture industry, now is the quality era. Huang Weiye, president of the Shenzhen Furniture Industry Association, believes that the furniture industry will continue to have a higher capital content and technical content in the next 5-10 years. For example, the red apple enterprise in Shenzhen, Guangdong, has a very high technical content in Jiangmen's Jianwei enterprise, and the labor productivity level is now more than 200,000. This is absolutely uncompetitive. Secretary Wang Yang emphasized industrial transfer and industrial upgrading at the annual work conference. Two things need to be done, but for many of us, the place that is not willing to leave the industrial chain has developed. He believes that industrial upgrading is very important. This is the core of future competition. If the per capita output value remains 20 Tens of thousands, your company is absolutely uncompetitive, you will be eliminated by others, when the per capita output value reaches 500,000 or more, even 600,000, your company is very competitive. Therefore, as an entrepreneur, not only marketing , the network, but also pay attention to the technology of the insider. The birth of every business model is the inevitable result of the continuous development of enterprises. A good business model can make the company develop more. A bad business model will bring unintended consequences to the enterprise. The key is how entrepreneurs can build a business model suitable for their own development. At the same time, we have also seen that any business model has a close relationship with the company's brand, technology, channels and systems.