In the just concluded in Changsha, the National Federation of organizers of the 2010 annual meeting of the Cabinet, is the history of the participating enterprises, the largest industry event.
In the afternoon the Cabinet industry, high-end dialogue, Chinese cabinet industry, several big-man, the pointing jiangshan, describing the type, offers a sumptuous feast of China cabinets industry thought. Dialogue focused in China cabinets industry most hotspots of four issues on four issues, expand a bingbuxueren wisdom contest and thinking.
A, diversified VS professional
Square: oupai door yaoliangsong. Yao total while heads of small, but his voice is very large, reminiscent of the "concentration is essential." Optima Yao total awareness of diversity, very good at diplomatic compound, they are in place, said the plurality of Optima ® is "extremely cautious related resources advantage diversified" is a choice based on the customer, reseller channel and several sharing, enterprise resource sharing, Enterprise core resources to support the diversification of related, from Cabinet, wardrobe, bathroom, wallpapers, wooden doors, are based on the above considerations related to diversity. Optima ® is positioned on a pan-home of the group, not because of external temptation to pan beyond the area of home.
Negative side: Gold Pan Xiao Chen-cupboard. Pan total image vantech, talented bunch. Pan always adhere to the Cabinet, a specialization of routes because the market is far from saturated, arrived at the bottleneck of enterprise development; the second is the closet to do deeper, it feels like a circle art grows, the greater the unknown regions, and do, the higher the standard, is far from reaching the limit of the enterprise. Therefore, the Cabinet industry to achieve ultimate, you can make your own report, do not eat a bowl of watching the pot.
Summary: in the face of China's opportunity-market opportunities, each boss did not want to miss this opportunity, diversity on a lot of the boss is not fatal to resist temptation. The diversity of the world, successful companies are very rare. Diversification of the three prerequisite: one is not in the existing industry have done one; second, there is no good cash flow, and haematopoietic system; third, the enterprise has not ready to deal with the diversity of the team.
Second, the direct marketing VS Alliance
Square: Gold Pan Xiao Chen-cupboard. Gold cabinets in 13 provinces and have a 1960 's direct store. Direct store turnover accounted for half of their total sales. Gold start direct store nor a proactive strategy to choose, but the early development of enterprises, because the brand weak, especially in a secondary cities, the appropriate selection of passive distributors. This passive select later became an active strategy of gold medals was direct store's two great advantages: first, the market due to direct management, the Executive power, manufacturers will be able to quickly implement and enforce this is to join the impossible; the second is direct marketing can fully integrate a market penetration of deep, do, to join the incomparable sales scale. Of course, direct marketing needs manufacturers have very powerful management system and system support is likely to be a bottomless pit. Gold Medal in this regard have been accumulated.
Negative side: pianuo cabinets Ma Li bin. Kenema General softness humility, smiling. Kenema General has consistently opposed to direct marketing. Professional people do things professionally. Manufacturers are brand carriers, distributors are the channel operators. Manufacturers do a product, quality, brand, etc. is tiring, ready to have it, Terminal channels and marketing should be to the dealer. In the present world and domestic situation, many manufacturers rely on distributors to operations. Such as auto 4S shop, kuaixiaopin industry of many major brands, etc.
Summary: as the Cabinet industry, 100% customizable and sectoral processes complex, links and more, service, strong industry property, whether direct or to join, there is a reasonable, no urgency of finalised for guidance and verified in practice to theory.
Third, the original VS plagiarism
Square: pianuo Ma Li bin. Pianuo insists on independent research and development of original designs. This is a skin-cabinets next to create the core competitiveness. Cabinets for not only appearance, but more intensive Chinese consumer habits, in line with the Chinese people use habits of Chinese-style kitchen function in research and development. Pianuo has large input do work in this area, but a long way to go. Currently, the industry's widespread plagiarism, also do original enterprise was injured.
Negative side: the copying of a large number of domestic enterprises. A line cut, copied a line of the second line. This is the home building industry of a reality, not only in the Cabinet industry, there are embodied. Plagiarism is low cost, quick copy. But soon face product homogeneity of market competition, forever, always very passive. Summary: the original is to be encouraged and advocates, but also to the current status quo of China-based, not as to when the original pioneer and become "martyrs". Plagiarism, certainly not a long-term plan, plagiarism, and then increased by a grade, is the imitation of innovation. To imitate, and innovation. It should be borne in mind that the final destination is copied to transcendence.
Four, brand-building: big VS small cost inputs
Square: Optima Yaoliangsong. Optima ® 2010 in brand advertising investment of approximately $ 1.2, pull the dealer put in $ 200 million, total investment of nearly 3 billion. Optima is the future for sure a public knowledge, a household's popular brand. Brand is the consumer's purchase of barometer of confidence.
Negative side: a large number of small and medium-sized kitchen brand. Optima in industry is a Q1, the envy of many enterprises, but to achieve Optima ® Optima's launch, the almost impossible task. The brand is not just advertising, no money is it can't do any brand?, small and medium-sized enterprises in the cupboard in brand building to a new path, find a more cost-effective way to build brand to achieve low cost.
Summary: no matter how large or small cost inputs, brand-building is a marathon, not a 100 m sprint. Enterprises do not stage a pinch of Hebei province and, once and for all. The future of China's cupboard is definitely the era of the brand.
No comments:
Post a Comment