Modern stone enterprises, whether it is to dig into the transformation of the game or change the pattern of culture, there is only one purpose, that is, sales. In other words, everything is for sales.
As far as the sales model is concerned, there is no direct sales and distribution. Taking direct sales as an example, actively seeking cooperation with real estate developers is quick, but the share is not large. The expected effect of opening a store directly to the market is ideal, but there is a lack of capital and management. In contrast, distribution seems to be a mature choice generally accepted by the stone industry. When you carefully examine the distribution of stone materials in the agency system, you will still find problems of one kind or another, such as lag in information feedback, inadequate implementation of management, passiveness in the face of the market, and so on.
The various problems exposed to the terminal reflect the management weakness of the stone enterprise on the terminal. Once the utility of the terminal is restricted, the company cannot quickly make judgments and adjustments in the face of market changes. It cannot see the market, can not grasp business opportunities, and continues to be depressed or even waiting in the confusion. This is naturally the most unwilling situation for the Chinese stone industry.
All know that "control the terminal", we all know that controlling the terminal is far-reaching, but there are few specific and effective actions. If the former stone enterprise has been thinking about it, using thought to precipitate depth and accumulate power, then it is time to blow the assembly number!
The performance of the terminal is related to the fate of the company. While the majority of stone companies are paying attention to the research and development of new products, they must pay close attention to the terminal. Through multi-dimensional means to control the terminal and guide its direction, to avoid various problems, promote standard development, and make it truly a weapon for stone enterprises to face the market.
The terminal is out of control and the speed is not up. In order to better seize the market, enterprises often choose to open a direct store in other provinces and cities or seek distribution partners. Straight-pipe storefronts Because the staff themselves work for the company, even if there are occasional whip lengths in management, they generally do not leave the preset track. Terminal out of control is more manifested in the agency's dealers.
First, market information feedback is not timely or perfunctory, causing stone enterprises to collect and sort out accurate and useful business information at the first time. The market under the current economic system can be described as ever-changing, and information will be missed by competitors. In the words of Zhang Ailing, it is called "singing and singing, and can't keep up with Hu Qin." Even if the enterprise only slows down the acquisition of information resources, it will probably have a domino effect of varying degrees. Because of this squat, this board, no one can afford to.
Second, the promotion and sampling of new products are relatively lagging behind. Stone enterprises invest a lot of manpower, material resources and financial resources to engage in research and development and launch new products. They are counting on the market as soon as possible, and then they will build up the market after the market. The dealers often choose to postpone the display of new products based on market wind direction and profit maximization. The price of new products is generally higher, and the market reaction is mostly slow. For dealers, slow heat means that once the hot product booth is replaced by new products, it will not be able to quickly occupy the market in a short time. On the one hand, the strategic layout of the stone enterprise needs, and on the other hand, the profit of the dealer is the indicator. It is understandable that a businessman is profitable. It is only a long time ago. After all, it is a difficult situation to get rid of.
The relatively mature home appliance industry's performance in this aspect of the terminal is relatively outstanding. Take a large home appliance sales company as an example. There are hundreds of stores all over the country. With the development of the company, how to achieve effective management has also caused high-level headaches. Later, the launch of the SAP system helped them solve this problem better. With the powerful features of SAP, managers with instructions can view procurement, on any networked computer in the enterprise, no matter where they are. A large amount of information such as inventory, logistics, sales, etc., truly "strategic, winning thousands of miles."
Of course, this is not to promote the system of the enterprise stone, the cost is huge, the key is not necessarily suitable for its own characteristics. It is hoped that the Chinese stone enterprises in development can think more and improve their methods and efforts at the terminal control. From a small point of view, they are trying to grasp the market and in the long run are the necessary foundation for future scale development.
The power game is a long-term change. The terminal's control of this problem can actually be seen as a game process, in the words of Mr. Wu, the head of a company's marketing. On the one hand, stone enterprises try to do a good job of the terminal and give full play to their sales functions. On the other hand, they worry that the terminal is too powerful, ignoring the management authority of the enterprise and surpassing it. From the point of view of the terminal dealers, they also want to do a good job of sales, to become bigger and stronger in order to fight for the right to speak, but in order to protect some of their immediate interests, it is common to disobey corporate arrangements.
The game between the stone enterprise and the terminal dealers, the grasp of the bad "degree" will often result in both losses. Resolving conflicts requires a more advanced management model and performance system. From the institutional point of view, relying on each other, relying on each other, helping each other, and building a harmonious communication model, can not fully play the terminal effect, but also can not let it out of control, and believe in horses.
The rebate costs increase sharply. With regard to rebates, the industry has gone from ignorance to ignorance, and today it is on the table. How many people stand on the moral system of commentary, but the rebate is accompanied by the market economy. Along the way, it plays an extremely rich role. At some point it can be an industry booster, but more often it is the embarrassment that restricts the healthy development of the entire Chinese stone industry.
A single statement of the rebate behavior in the terminal generally reflects between the home improvement company and the stone seller. The owner asked the designer of the home improvement company to help design the house. The designer used the CAD to get a few renderings for the designer according to the owner's requirements. After the style was set, the owner purchased the stone. Then the choice of which style and which stone brand's dominance is mostly in the hands of the designer brand recommendation, this time depends to a large extent on who has given a high rebate. The reporter interviewed Mr. Qian, a designer of the famous designer company in Chengdu, and learned that the rebate rate between the home improvement industry and the stone merchants generally depends on the brand. The high-profile stone merchants give relatively low rebates, sometimes without a rebate. Said, and the low visibility is the big kickback offensive. As for the rebate rate, Mr. Qian seems to be more jealous and does not want to talk deeply.
In fact, the level of this rebate rate is not so important. The important thing is that the emergence of rebates not only makes the home improvement owners suffer a dark loss, but also makes the stone enterprises clear. The rise in production costs and operating costs is only a superficial phenomenon. The combination of brand influence and industry image is the crux of the matter.
There is currently no way to quickly eliminate this ill-health for kickbacks. Said to promote the transparency of stone prices, accidentally touched the sensitive nerves of countless people. Because they understand that once the price is transparent, their own interests will be seriously damaged, even if this move is more for the future of the entire Chinese stone industry. Kickbacks, how many people love and hate, love it, because under its "help", the company opened up the situation and broadened the market, grasping the immediate interests; hating it, even more because of its cost The growth was drastically high, and the price of dragging was so high that it was difficult to get out of the mud.
The rebate has become the "Alohas" of the Chinese stone industry. The scars of the industry show people the bitterness and pain behind the scenery. The pottery industry has seen so many landscapes, and they have become increasingly determined and have a tired body.
To be honest, stone enterprises should make more efforts in their own brand building, and strive to win the approval and favor of ordinary consumers, in order to resist kickbacks to a certain extent. After all, when night falls, the sounds of dogs and horses lingering in hotels and KTV, please eat and drink, and the economic era of kickbacks is a twisted and deformed era, and the country is paying more and more attention to regulating the development of the economy. Today, there are not too many living soils for this unspoken rule of deformity.
Drawing on the relatively mature approach of the home appliance industry, we may end up with a path of price transparency, and ultimately return to brand building, which will save costs and enhance image. Committed to brand promotion and construction, the Chinese ceramics industry will be introduced into a good track, creating a clean sky for the stone sales terminal. Why not?
Achilles who overcomes the weakness can only be invincible and invincible. If the myth is true, the stone enterprise is like this.
Passive traction to occupy Nestle These years of rapid development of the national economy led to the popularity of real estate, but also led the booming development of the home improvement industry. The home improvement enterprises all over the country are springing up, no matter the size, it is magnificent. Today, the home improvement industry is maturing and gradually dominates the market.
In fact, many stone companies also have a team of designers in the terminal store, but their role is rarely reflected. Because of the dominant position of home improvement business designers, stone enterprise designers are more playing the role of after-sales service. The home improvement designer and the owner set the decoration style together, and to a certain extent, the stone brand is influenced by the former, and then the stone designer is finished to complete the final layout design. In this process, the stone enterprise has become a passive acceptance of the choice, and its unique resource advantages can not be fully reflected. I really don't want to use the phrase "dancing with é•£é“ é•£é“", but what words can better express the embarrassment and helplessness of the stone designers who face passive choices, and even a little bit of it. I am not tired of it!
The inherent mode does not play its intended role. Is it seeking improvement or chasing? Perhaps the various aspects involved in the workaround are too complicated, and there are a lot of things to do. It is not so realistic to accomplish his work. So improvement, it is inevitable to seek cooperation with the home improvement company and to circumvent the old road, and it seems that it has become a breakthrough point to build your own home improvement reputation. Stone enterprises should choose more elites in the appointment of terminal designers. With perfect sales services and professional design plans to expand the influence and enhance the reputation, after all, as the factory staff, they have the resource advantages that the home improvement company does not have, and persist for a long time. I have not tasted a piece of the market.
Home improvement stone has been dominated by designers of large and small home improvement companies for a long time. For a long time, many stone enterprises have gradually forgotten that they can also take the lead. It is time to reflect and improve. If our stone enterprises want to go further in the turbulent tide of the market, they should not hesitate to fight for the dominant power, and turn passive into initiative, which is the way to stand up.
Brand Alliance Integration Resources During the Warring States Period, there were outstanding representatives of the cross-straits, Su Qin, and the six countries of the Qin Dynasty. The alliances of various countries, regions or organizations in the world based on political and economic interests have emerged in an endless stream. It is not uncommon. The advantage brought by the alliance is to build up individual strengths and complement each other and seek strong synergy in balance.
Taking the construction stone industry as an example, what are the industries related to architectural decoration? Or what do you usually buy after the owner buys a home? Such as stone, ceramics, bathroom, furniture, kitchen and bathroom, paint, lighting, curtains, etc., too many to mention. These cross-industry related companies have joined forces to form a brand alliance, sharing customer resources between terminals under the common goal of promoting sales. For example, if a customer purchases furniture at a certain enterprise terminal store, then the employee of the enterprise has the responsibility to ask the customer what else he needs, and to promote the products of other companies. Or the availability of customer resources, so that companies within the brand alliance can have targeted promotional products.
The formation of the Stone Brand Alliance is conducive to reducing the intermediate links, and to a certain extent, can close the distance between stone production enterprises and ordinary consumers, effectively reducing unnecessary costs. On the one hand, consumers get benefits, on the other hand, stone enterprises can benefit from the people through the irrational cost compression and active reduction of profits, and can gain a reputation.
Don't underestimate the influence of ordinary consumers on the description of a company based on personal impressions. In many cases, the information dissemination between consumers is fatal to the enterprise. In this year, whoever treats consumers as fools? It is the biggest fool.
The construction of brand alliance can better reflect the interests of stone enterprises in the terminal. Establishing industry brand alliances and realizing resource sharing will undoubtedly benefit the long-term development of the industry.
The terminal is hidden behind the stone enterprise. The so-called one-stop action and the whole body, inadvertently one mistake, and one with a lack of measurement, will become an obstacle to stone enterprises seeking development. To analyze problems and solve problems, you need not only attitude but also courage!
As far as the sales model is concerned, there is no direct sales and distribution. Taking direct sales as an example, actively seeking cooperation with real estate developers is quick, but the share is not large. The expected effect of opening a store directly to the market is ideal, but there is a lack of capital and management. In contrast, distribution seems to be a mature choice generally accepted by the stone industry. When you carefully examine the distribution of stone materials in the agency system, you will still find problems of one kind or another, such as lag in information feedback, inadequate implementation of management, passiveness in the face of the market, and so on.
The various problems exposed to the terminal reflect the management weakness of the stone enterprise on the terminal. Once the utility of the terminal is restricted, the company cannot quickly make judgments and adjustments in the face of market changes. It cannot see the market, can not grasp business opportunities, and continues to be depressed or even waiting in the confusion. This is naturally the most unwilling situation for the Chinese stone industry.
All know that "control the terminal", we all know that controlling the terminal is far-reaching, but there are few specific and effective actions. If the former stone enterprise has been thinking about it, using thought to precipitate depth and accumulate power, then it is time to blow the assembly number!
The performance of the terminal is related to the fate of the company. While the majority of stone companies are paying attention to the research and development of new products, they must pay close attention to the terminal. Through multi-dimensional means to control the terminal and guide its direction, to avoid various problems, promote standard development, and make it truly a weapon for stone enterprises to face the market.
The terminal is out of control and the speed is not up. In order to better seize the market, enterprises often choose to open a direct store in other provinces and cities or seek distribution partners. Straight-pipe storefronts Because the staff themselves work for the company, even if there are occasional whip lengths in management, they generally do not leave the preset track. Terminal out of control is more manifested in the agency's dealers.
First, market information feedback is not timely or perfunctory, causing stone enterprises to collect and sort out accurate and useful business information at the first time. The market under the current economic system can be described as ever-changing, and information will be missed by competitors. In the words of Zhang Ailing, it is called "singing and singing, and can't keep up with Hu Qin." Even if the enterprise only slows down the acquisition of information resources, it will probably have a domino effect of varying degrees. Because of this squat, this board, no one can afford to.
Second, the promotion and sampling of new products are relatively lagging behind. Stone enterprises invest a lot of manpower, material resources and financial resources to engage in research and development and launch new products. They are counting on the market as soon as possible, and then they will build up the market after the market. The dealers often choose to postpone the display of new products based on market wind direction and profit maximization. The price of new products is generally higher, and the market reaction is mostly slow. For dealers, slow heat means that once the hot product booth is replaced by new products, it will not be able to quickly occupy the market in a short time. On the one hand, the strategic layout of the stone enterprise needs, and on the other hand, the profit of the dealer is the indicator. It is understandable that a businessman is profitable. It is only a long time ago. After all, it is a difficult situation to get rid of.
The relatively mature home appliance industry's performance in this aspect of the terminal is relatively outstanding. Take a large home appliance sales company as an example. There are hundreds of stores all over the country. With the development of the company, how to achieve effective management has also caused high-level headaches. Later, the launch of the SAP system helped them solve this problem better. With the powerful features of SAP, managers with instructions can view procurement, on any networked computer in the enterprise, no matter where they are. A large amount of information such as inventory, logistics, sales, etc., truly "strategic, winning thousands of miles."
Of course, this is not to promote the system of the enterprise stone, the cost is huge, the key is not necessarily suitable for its own characteristics. It is hoped that the Chinese stone enterprises in development can think more and improve their methods and efforts at the terminal control. From a small point of view, they are trying to grasp the market and in the long run are the necessary foundation for future scale development.
The power game is a long-term change. The terminal's control of this problem can actually be seen as a game process, in the words of Mr. Wu, the head of a company's marketing. On the one hand, stone enterprises try to do a good job of the terminal and give full play to their sales functions. On the other hand, they worry that the terminal is too powerful, ignoring the management authority of the enterprise and surpassing it. From the point of view of the terminal dealers, they also want to do a good job of sales, to become bigger and stronger in order to fight for the right to speak, but in order to protect some of their immediate interests, it is common to disobey corporate arrangements.
The game between the stone enterprise and the terminal dealers, the grasp of the bad "degree" will often result in both losses. Resolving conflicts requires a more advanced management model and performance system. From the institutional point of view, relying on each other, relying on each other, helping each other, and building a harmonious communication model, can not fully play the terminal effect, but also can not let it out of control, and believe in horses.
The rebate costs increase sharply. With regard to rebates, the industry has gone from ignorance to ignorance, and today it is on the table. How many people stand on the moral system of commentary, but the rebate is accompanied by the market economy. Along the way, it plays an extremely rich role. At some point it can be an industry booster, but more often it is the embarrassment that restricts the healthy development of the entire Chinese stone industry.
A single statement of the rebate behavior in the terminal generally reflects between the home improvement company and the stone seller. The owner asked the designer of the home improvement company to help design the house. The designer used the CAD to get a few renderings for the designer according to the owner's requirements. After the style was set, the owner purchased the stone. Then the choice of which style and which stone brand's dominance is mostly in the hands of the designer brand recommendation, this time depends to a large extent on who has given a high rebate. The reporter interviewed Mr. Qian, a designer of the famous designer company in Chengdu, and learned that the rebate rate between the home improvement industry and the stone merchants generally depends on the brand. The high-profile stone merchants give relatively low rebates, sometimes without a rebate. Said, and the low visibility is the big kickback offensive. As for the rebate rate, Mr. Qian seems to be more jealous and does not want to talk deeply.
In fact, the level of this rebate rate is not so important. The important thing is that the emergence of rebates not only makes the home improvement owners suffer a dark loss, but also makes the stone enterprises clear. The rise in production costs and operating costs is only a superficial phenomenon. The combination of brand influence and industry image is the crux of the matter.
There is currently no way to quickly eliminate this ill-health for kickbacks. Said to promote the transparency of stone prices, accidentally touched the sensitive nerves of countless people. Because they understand that once the price is transparent, their own interests will be seriously damaged, even if this move is more for the future of the entire Chinese stone industry. Kickbacks, how many people love and hate, love it, because under its "help", the company opened up the situation and broadened the market, grasping the immediate interests; hating it, even more because of its cost The growth was drastically high, and the price of dragging was so high that it was difficult to get out of the mud.
The rebate has become the "Alohas" of the Chinese stone industry. The scars of the industry show people the bitterness and pain behind the scenery. The pottery industry has seen so many landscapes, and they have become increasingly determined and have a tired body.
To be honest, stone enterprises should make more efforts in their own brand building, and strive to win the approval and favor of ordinary consumers, in order to resist kickbacks to a certain extent. After all, when night falls, the sounds of dogs and horses lingering in hotels and KTV, please eat and drink, and the economic era of kickbacks is a twisted and deformed era, and the country is paying more and more attention to regulating the development of the economy. Today, there are not too many living soils for this unspoken rule of deformity.
Drawing on the relatively mature approach of the home appliance industry, we may end up with a path of price transparency, and ultimately return to brand building, which will save costs and enhance image. Committed to brand promotion and construction, the Chinese ceramics industry will be introduced into a good track, creating a clean sky for the stone sales terminal. Why not?
Achilles who overcomes the weakness can only be invincible and invincible. If the myth is true, the stone enterprise is like this.
Passive traction to occupy Nestle These years of rapid development of the national economy led to the popularity of real estate, but also led the booming development of the home improvement industry. The home improvement enterprises all over the country are springing up, no matter the size, it is magnificent. Today, the home improvement industry is maturing and gradually dominates the market.
In fact, many stone companies also have a team of designers in the terminal store, but their role is rarely reflected. Because of the dominant position of home improvement business designers, stone enterprise designers are more playing the role of after-sales service. The home improvement designer and the owner set the decoration style together, and to a certain extent, the stone brand is influenced by the former, and then the stone designer is finished to complete the final layout design. In this process, the stone enterprise has become a passive acceptance of the choice, and its unique resource advantages can not be fully reflected. I really don't want to use the phrase "dancing with é•£é“ é•£é“", but what words can better express the embarrassment and helplessness of the stone designers who face passive choices, and even a little bit of it. I am not tired of it!
The inherent mode does not play its intended role. Is it seeking improvement or chasing? Perhaps the various aspects involved in the workaround are too complicated, and there are a lot of things to do. It is not so realistic to accomplish his work. So improvement, it is inevitable to seek cooperation with the home improvement company and to circumvent the old road, and it seems that it has become a breakthrough point to build your own home improvement reputation. Stone enterprises should choose more elites in the appointment of terminal designers. With perfect sales services and professional design plans to expand the influence and enhance the reputation, after all, as the factory staff, they have the resource advantages that the home improvement company does not have, and persist for a long time. I have not tasted a piece of the market.
Home improvement stone has been dominated by designers of large and small home improvement companies for a long time. For a long time, many stone enterprises have gradually forgotten that they can also take the lead. It is time to reflect and improve. If our stone enterprises want to go further in the turbulent tide of the market, they should not hesitate to fight for the dominant power, and turn passive into initiative, which is the way to stand up.
Brand Alliance Integration Resources During the Warring States Period, there were outstanding representatives of the cross-straits, Su Qin, and the six countries of the Qin Dynasty. The alliances of various countries, regions or organizations in the world based on political and economic interests have emerged in an endless stream. It is not uncommon. The advantage brought by the alliance is to build up individual strengths and complement each other and seek strong synergy in balance.
Taking the construction stone industry as an example, what are the industries related to architectural decoration? Or what do you usually buy after the owner buys a home? Such as stone, ceramics, bathroom, furniture, kitchen and bathroom, paint, lighting, curtains, etc., too many to mention. These cross-industry related companies have joined forces to form a brand alliance, sharing customer resources between terminals under the common goal of promoting sales. For example, if a customer purchases furniture at a certain enterprise terminal store, then the employee of the enterprise has the responsibility to ask the customer what else he needs, and to promote the products of other companies. Or the availability of customer resources, so that companies within the brand alliance can have targeted promotional products.
The formation of the Stone Brand Alliance is conducive to reducing the intermediate links, and to a certain extent, can close the distance between stone production enterprises and ordinary consumers, effectively reducing unnecessary costs. On the one hand, consumers get benefits, on the other hand, stone enterprises can benefit from the people through the irrational cost compression and active reduction of profits, and can gain a reputation.
Don't underestimate the influence of ordinary consumers on the description of a company based on personal impressions. In many cases, the information dissemination between consumers is fatal to the enterprise. In this year, whoever treats consumers as fools? It is the biggest fool.
The construction of brand alliance can better reflect the interests of stone enterprises in the terminal. Establishing industry brand alliances and realizing resource sharing will undoubtedly benefit the long-term development of the industry.
The terminal is hidden behind the stone enterprise. The so-called one-stop action and the whole body, inadvertently one mistake, and one with a lack of measurement, will become an obstacle to stone enterprises seeking development. To analyze problems and solve problems, you need not only attitude but also courage!
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