Breakthrough hand made vulnerable industries upgrade is the only way out of Cabinet business

China cabinets industry is experiencing an unprecedented butterfly.

Butterfly's performance has two aspects: on the one hand, more and more enterprises to enter the Cabinet industry, home appliances, furniture, bathroom ... In the enter, this is in the next five years to achieve jiqianyi market cake is a great temptation; on the other hand, an increasing number of cabinets enterprises feel the existence of pressure and confusion, personnel bottlenecks, competitive pressures and market flagging that many enterprises have to or close shop or battlefronts.

Butterfly reasons also has two aspects: on the one hand, the external environment, since the second half of last year's financial crisis that has received Cabinet industry, it used to "eat rice" cabinets situation in the industry have to deep reflection on their own development strategies; on the other hand is an internal environment, after a decade of rapid development, the Cabinet industry some disadvantages such as low-threshold, no organization, all exposed, the industry has entered a period of adjustment.

Recently, soufun reporters interviewed called China cabinets industry first person ya Diehl cabinets General Manager Cui shou, he believes that China cabinets to break through the bottleneck, the key now is to overcome the "manual workshop" forms a natural "human factors", industrial upgrading, and the international standards on the operation method.

Ya Diehl cabinets General Manager Cui Shou officer

Decrypt the Cabinet behind the slow development of industry

In a press interview, art, press, and Choi, the first of which is why during the course of the past 20 years, but not out of the closet industry has too many "big" industry?

"This and cabinets industry related congenital vulnerable!" Choi officer determined that the "Cabinet profession is the human factor is one of the highest of industry, handicraft workshops of format is, it's easy to cause a range of issues. ”

First of all, for its own conditions and basic status, also includes the immediate interests into account, the cabinet operators are less likely to be the essence of the "Cabinet" and "quality" and "full of human factors" on the operation of the community, to disclose to the consumer, leading to low status of Cabinet industry, credibility is low;

Second, the company invested capital, subject to the "common" formats, always unable to break through the marketing of it;

Third, the low dark business skills become mainstream, such as "buy over the counter" and "sent the following cabinet", such as "packages", such as "discount price", and so on; at the same time, some enterprises to interests, so that some poor high-priced products through the gray "partnership cooperation" to market, disrupting the market order.

In addition to the inherent manual workshop format, enter the threshold is low and the lack of industry organizations and other factors are causing the slow development of Cabinet industry.

In fact, the present Cabinet Enterprise mainly do fall into three categories, one is to make furniture, a bathroom, do hardware to do, and one is doing kitchen electrical appliances, and these three are not known as a specialization of production; in addition, the Cabinet industry has always been the lack of a good organization to lead, lead enterprise all the things to do, there is no concerted efforts to develop.

The most stupid company or the smartest companies?

Some say ya Diehl is smart, and some say ya deer are stupid.

As General Manager of the Cabinet Jacob Diehl Choi officer has been persevering wanted to do field "first person", he did not do scale, does not engage in diversified operations, he just wanted to make his undivided attention of Cabinet and he in the industry's first "price transparency", completed the Chinese cabinet breakthrough price transparency, to various specifications and features of a single Cabinet as a unit, according to a different layout and design, the formation of evidence-based "complete cabinets" price, this is the first in the industry until years later, other companies also began to single-Cabinet as a unit, which also makes ya deer become "public enemy" and have suffered from censure and exclude.

At the same time, careful people will find that, compared with other kitchen cabinet companies, and deer are advertising marketing and not large, Cui Shou officer said that instead of spending money to advertise, it is better to take these results to the benefit of consumers, for consumers in a more affordable price get a better product.

However, this is easier said than done but, at the moment, advertising flying many enterprises could, by relying on their own products to win, some say Choi, silly naive, but Choi officer believes that this is a belief, he always says, "you know, give immediate interests to pursue some of what you want, to have the mentality, to have faith. ”

Interests will inhibit market rules in effect

And Choi officer chat feel strongest is he a deep sense of responsibility and mission, he could hardly talk about what Jacob Diehl met difficulties and bottlenecks, and deer and what successes, but everywhere around the entire cabinet industry development and speculation.

In the first half of 2009, when the whole household industry seems to be a sign of the "warmer", in Cui Shou officer's eyes are mixed, "a measure of data, cannot become the basis for judging the situation, the current situation excellent just slogans and table

Like, does not cover financial impact of the crisis, while warmer, industry, in large part attributable to the enterprise's promotional price war between, price reduction is not a core competency. ”

It seems the Choi officer, market and warm, the situation is good or bad is not the determining factor in the end, the key is the maturity, "we face the commercial platform is too confusing, this is not a market, but their own."

"If you do not have a good business to lead the market in this sector, there would be no way out. "Cui shou, full of deep concern.

Cui Shou officer to do business hero, but when the hero requires more than before, more need to endure loneliness and stand up to time of waiting!

What kind of kitchen cabinet enterprise to be able to stand out

What kind of kitchen cabinet enterprise to be able to stand out in a professional kitchen cabinet? human eyes, very simple.

First of all, business leaders need to have a long-term operating guidelines, and a cohesive team;

Second, the need for industry characteristics, forms its own corporate culture and management style, excluded echoed exclusion to blindly follow, follow the crowd, overcoming exclusion persuade impetuous mentality;

Third, you must have a strong sense of self improvement, self improvement, need to constantly improve on its own requirements;

Fourth, we must know ourselves and the industry missing, study the end consumer demands, constantly make up for missing would be closer to the consumer demands, such as price transparency, openness, and so on.

Any commercial techniques are not likely to replace the "delivery capabilities". Marketing of the delivery capacity, is the word of mouth is the Cabinet company Foundation and internal strength, is the fundamental, benign operation has a direct impact on cost efficiency, directly affect consumer "pin, design, production, installation services" in the system.

Finally, Choi, always repeated on journalists stressed, not too commercialized, not too fancy, this is the simplest and most superficial, the most important of the two issues, one is the product quality guaranteed, the second is the price to be reasonable.

"I am not going to lie, I'm not trying to deceive people. This is my character, do business and to be a token, not Katsuyuki not Wu, "but this is the CUI Shou Crown, this is ya Diehl, hero of mettle, heroic courage, will realize the return of the King!