To do foreign trade, enterprises only serve as providers of products, while doing domestic sales, in addition to providing products, enterprises must become providers of marketing strategies and brand values. Therefore, if a company wants to achieve good results in the domestic market, it must first change its thinking. Secondly, it must do a good job in the marketing organization division of the domestic market, product structure adjustment, and brand value system construction.
In order to resist the negative impact of the sluggish international market and promote the healthy development of enterprises, outdoor furniture enterprises such as Hangzhou Juri, Zhongyi Industrial and Hangzhou Manor have turned their attention to the domestic market, and most of them have completed preparatory work, including brands. Construction, product design, channel structure, domestic sales team formation, etc.
At present, most outdoor furniture companies still use the foreign trade sales model to deal with the domestic market. However, there is a fundamental difference between foreign trade and domestic sales: in foreign trade, enterprises only serve as providers of products, while domestic sales, in addition to providing products, enterprises must become providers of marketing strategies and brand values. Therefore, if a company wants to achieve good results in the domestic market, it must first change its thinking. Secondly, it must do a good job in the marketing organization division of the domestic market, product structure adjustment, and brand value system construction.
First, build a marketing organization
When Hangzhou Juri Company plans to enter the domestic market, it has divided the export and domestic sales into two parts. The marketing department of the domestic sales department leads the marketing department, the direct sales department and the engineering department to jointly develop the domestic market. Zhongyi Industrial Company directly established a subsidiary, Hangzhou Ruiyi, to open up the domestic market.
It is a strategic adjustment for outdoor furniture enterprises to develop the domestic market, and the realization of strategic goals must be ensured by a sound system. Without an organizational system that matches the strategy, relevant functions cannot be implemented. The realization of the goal is nowhere in sight. The organizational structure of the domestic sales system is often more complex than the foreign trade system, requiring multi-post, multi-sector system integration.
At the same time, the company builds a marketing center, and also increases product cooperation, product design, and market supervision groups for the domestic market to ensure that customers can meet their needs and help customers solve problems in the market. Various problems.
Second, planning product structure
At present, the homogenization of domestic outdoor furniture products is more serious, and the variety is relatively simple. But this also points out the direction of development for the company - rational planning of product structure. Enterprises should adjust the product line structure according to the needs of the target consumer groups. For example, the product line is divided into star products, mass products and special products, which are as clear and concise as possible. Volkswagen products should be the main products for enterprises to guarantee sales, and also the main way for enterprises to obtain working capital. Not only can reduce the production pressure of the enterprise, but also reduce the pressure on the terminal dealers. Characteristic products need to work hard on styles, crafts, raw materials, etc., and strive to make a difference, to ensure that consumers can recognize brands through cognitive products. Star products can be described as the killer of the enterprise, and it is the physical display of corporate culture and brand culture.
Third, build a value system
Brand building is an important task after the company has developed to a certain scale and entered the mature stage. In a market economy society, a competitive enterprise must build core competitiveness including technology, brand, capital, management, channels and rules. The brand is one of the important factors of the core competitiveness of the company. In the process of marketing, the most fundamental role of the brand is to deepen the customer's impression and arouse the good feelings of customers. It is an important symbol of the company. An excellent brand may become synonymous with certain products in the industry, and it contains a lot of association power.
When digging and refining the core value of the brand, first determine the product positioning, that is, what kind of impressions the company's products leave in the target market and target users, and must consider the enterprise's ability under the premise of clear market and user needs. What value products are offered to such markets and users. Then according to the characteristics of the company and the product itself, combined with the development trend of the market environment, the core value of the enterprise brand is accurately extracted.
Practically speaking, compared with international brands, the brand building of domestic enterprises is still at a preliminary stage, and there are still many places worth exploring and upgrading. However, some outdoor furniture companies have achieved certain results in brand building, such as Yadi, Tenghua story, Glades, agio and so on.
Welch once said: "Once you have a simple and firm idea, as long as you keep repeating it, it will eventually turn it into reality. Refine, persist, repeat - this is the magic weapon of your success, persevere It will reach the critical value." As long as the company has perseverance and persists, it will form a unique style, leaving a deep impression on the market and the hearts of users, thus achieving the goal of brand building.
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