---------- The domestic sales channel explores the road of transformation and upgrading of export jewelry enterprises text / Chen Jiayi
In recent years, the integration of home furnishing companies with long-term export and accumulating strong economic power and the integration of e-commerce, factory procurement and soft-packing integrators occupying the three major domestic sales channels have generated great power: they have strong demand for the domestic market However, the other party has a strong market digestion ability. The combination of the two parties has opened up unlimited market prospects, and of course there are market risks.
To this end, from December 16 to 18, the Shenzhen furniture industry organized dozens of Shenzhen jewelry companies and soft decoration designers to conduct field visits to jewelry companies in Xiamen and Quanzhou to explore the transformation and upgrading of foreign jewelry companies to the domestic market. road.
During the three-day inspection, Shenzhen's home furnishing enterprises had an in-depth understanding of most of the jewelry manufacturing enterprises in Xiamen that transferred to the domestic market. These include Xiamen Cube Home Furnishing Co., Ltd., which specializes in the design and sale of gifts and home accessories such as resin, ceramics, iron, lead-tin alloy, etc., and integrates research and development, sales, and production. Shengdekai Import and Export Co., Ltd .; Xiamen Minzhi Industry and Trade Co., Ltd. specializing in the research and development and production of resin craft gifts, home decorations and souvenirs; Xiamen Baoli Gaojin, which is mainly engaged in the design and production of resin craft gifts and home decorations Export Co., Ltd .; Xiamen Dawei Arts & Crafts Co., Ltd., which mainly designs and produces resin craft gifts and home decorations; Xiamen Xin Wuzhou International Trade Co., Ltd., which mainly produces resin, ceramics and bamboo , Wood, rattan, iron, wax-made crafts and Southeast Asian style artworks Quanzhou Nanyang Art Products Co., Ltd .; Zhou Xinde Art Products Co., Ltd., which mainly produces resin and ceramic arts and crafts, etc.
We can see that these enterprises have mature R & D and production capabilities, and their products have their own characteristics. They all have a broad market for export operations. In recent years, the domestic market has been transformed. During these three days of inspection, Shenzhen's home furnishing companies and furnishing designers provided professional advice to these export-to-domestic companies and communicated their needs with each other. This event provided them with an opportunity for close contact and exchange, and laid the foundation for further cooperation between the two sides.
At the same time, the organizer also held a forum on "Exploring the Road of Transformation and Upgrade of Export Jewelry Enterprises in Domestic Marketing Channels". This is an in-depth discussion on the transformation and upgrading of export jewelry enterprises to the domestic market, which has found a fit for domestic sales channels for export enterprises and helps to expand the domestic market. This event is meaningful, and the panelists also provided more professional advice to home improvement companies.
The beginning of a successful model for jewelry companies Guan Yingfeng, Deputy Secretary General of Shenzhen Furniture Industry Association
Jewelry companies are prospective industries, although the current export market for jewelry has declined. But it can be done as a whole home improvement for horizontal integration. Now that the market opportunities are great, e-commerce pays attention to home accessories, clothing brands ZARA and H & M have begun to enter the home industry, and the output value is quite large; there are great opportunities for cooperation. The group mostly came with orders. Xiamen jewelry enterprises have made preparations for domestic sales.
How should the light industry handicraft industry view the domestic domestic market Huang Jianmin, secretary general of Fujian Chamber of Light Industry and Crafts Import and Export
The Fujian Chamber of Commerce for Import and Export of Light Industry was established in 2003, also known as the Fujian Chamber of Commerce for Ceramic Resin Crafts. There are currently more than 500 members in Quanzhou, Xiamen, Fuzhou and other places. Now more and more companies are exploring the domestic market. The combination of arts and crafts and practical functions caters to the needs of life. The rapid development of the real estate industry has caused the demand for home accessories to continue to grow. When there are more houses, there is more demand. House prices are high, and people who ca n’t afford to rent a house can only lightly renovate because it is not their own house. Using jewelry to improve the quality of life has become the development trend of the home improvement industry in recent years. The era of light decoration and heavy decoration follows. In cities such as Beijing, Shanghai, Guangzhou and Shenzhen, soft decoration consumption is far more than heavy decoration, and it is conservatively estimated that the market capacity is about 300 billion yuan, and it is growing at a rate of 30%. Therefore, the future of the home accessories industry is a sunrise industry.
The Chamber of Commerce regards the development idea of ​​transforming the domestic market as the main direction for the industry to develop the domestic market. The export and domestic sales business models are different. Although the light industry export enterprises have strong product development, production and market development capabilities, the domestic market has just started, but lacks domestic sales channels and platforms, sales are not up, and the products are single and lack of differentiation. Although there are good products, they lack professional integration and cannot form an important attraction for professional buyers. In order to help the home furnishing industry to enter the domestic market safely, quickly and at low cost, the Chamber of Commerce should seize the industrial alliance mainly with domestic enterprises, and focus on contacting the resources of home accessories manufacturers to establish an alliance relationship. One is an industrial exchange meeting for domestic sales; the second is to establish a wide-scale industrial alliance in the field of large home furnishing with related industrial resources, product operators and channel operators, including resources in the furniture industry and soft decoration design industry, to achieve strong alliances and advantages. Complementary. Focusing on the furniture, soft decoration, and design industries, we will help them find high-quality and low-cost products. At the same time, with their channels, marketing platforms, and product integration capabilities, we will achieve a win-win situation.
Guan Yongkang, Vice President of Shenzhen Furniture R & D Institute and General Manager of Shenzhen Haoyi Technology Co., Ltd.
How to make jewelry into consumer goods into thousands of households? It is when design can become a commodity and consumers are willing to pay for the design, then jewelry can become a consumer product. Many of you present here are production enterprises. To a certain extent, they produce food. However, there is a lack of chefs. You must stir-fry the dishes to give them to consumers. If you do n’t stir-fry or get them fired by others. This entire processing process is called design. If consumers approve of this design and are willing to pay for the design, accessories can only enter the households. At present, it is difficult for jewelry to enter the end market directly as a commodity, and must be reprocessed.
We divide enterprises into two categories, one is the jewelry manufacturing industry, and the other is the integrator of the supply chain. Many companies believe that their design capabilities are strong and their quality is very good. They are called supply chain integrators. Their clients include soft decoration design companies and Party A (demand side). Party B is called the supplier. Integrators include supply chain integrators and soft decoration design companies, all of whom are intermediaries that sell designs. After the intermediary, the product can become a commodity, which is then sold to Party A.
In the process of visiting several companies in Xiamen, in the face of their confusion, I have a few suggestions: First, focus on style, products, and positioning. Several companies in Xiamen have too many types of products. Because the product line is too short, any space including bedroom, dining room, etc., their jewelry only made part of it, which is weak. I think Red Apple is the first brand of panel furniture. It has six series, but it has an output value of more than 100 million yuan. Because focusing is the biggest effect. The second is channel diversification. Rationalization of the distribution model. Establish a mechanism to distribute the benefits of each member. The third is that low-end and mid-range products are the most suitable for cultural fast food, which allows a large number of consumers to buy jewelry. The hardcover room specializes in furniture and fast food, and packs several major functional accessories into gift packages, which are not sold separately. Through integrators, designers integrate. Let more people know. Take advantage of traditional Chinese festivals, such as Mid-Autumn Festival and New Year's Day. The fourth is to emphasize the effect of product display, and integrate fun, practicality and experience in product development.
Talk about the future development of the Shenzhen Family Association. The Furniture Fair in March and the Jewelry Show in July are the core points of the association's change. Because Shenzhen still has many undiscovered treasures. Shenzhen is the design capital. It is understood that in 2012, China's top 100 design companies, Shenzhen accounted for 47, top 10 in the national decorative design industry, Shenzhen accounted for 7 seats, 23 executive vice presidents of the Shenzhen Family Association, annual sales of 50 Billion. Shenzhen gathers tooling design and flexible design. The Furniture Fair and Jewelry Fair have attracted attention in the interior design industry in Shenzhen. Next March, the Furniture Fair will lean towards interior design and launch high-end customization. The jewelry exhibition in July will use the resources of the decoration industry to expand its influence. I would like to give a production and production entrepreneur who has participated in the jewelry exhibition. Let me talk about it. If you think that there were many people at the exhibition but not many businesses, there are two points. ; Second, I didn't understand how to let interior designers cooperate with you; Third, the whole exhibition, especially the July jewelry exhibition, can be used for planning through e-commerce, Taobao, and Jingdong. At the same time, we will make the necessary equipment for furniture enterprises, and equip the furnishing display designers and interior designers. Prepare materials for online negotiation.
Lai Anqin, the former Tencent strategic expert and Taobao / Tmall senior operation expert
The scale of e-commerce has exceeded 2 trillion. At present, the online shopping volume is distributed, first-tier cities (North to Guangzhou and Shenzhen) account for 26.8%, second- and third-tier cities, midwestern regions, and rural areas account for 73.2%.
The new pattern of e-commerce: First, platform providers, service providers and platform providers, which are three in one, complement each other and promote each other; second, platform providers are mainly Tmall and Taobao, which control most of the information flow, people flow, logistics and technical resources. E-commerce lines can't get around them; third, suppliers must rely on service providers and platform providers to become bigger and stronger. At present, they have become a competitive landscape for big brands, factory brands, and Tao brands; fourth, service providers use channels, Agent operation, training, network marketing, technical support, etc.
It can expand Tmall platform, Suning platform, Jingdong platform, etc., with lower operating costs, more sales opportunities, and more comprehensive brand exposure, to form better different sales networks for different products, reduce inventory risks, and increase profits .
It can be used for promotion and marketing, including one is the store image, shaping the image of the home life; the second is the product strategy, selecting the best and most cost-effective products to initially operate and cultivate users; the third is store promotion, through-train, search optimization, diamond Booths, etc .; Fourth, basic work, customer service training, product selling point refinement, warehouse training packaging methods, distribution methods, gifts, etc.
How to use unique advantages for home furnishing enterprises to meet the requirements of home designers Li Sihan, accessories director of Shenzhen Jiexin Decoration Design Engineering Co., Ltd.
How to export jewelry enterprises to cater to the domestic market. The current soft decoration design, model room, private customization, etc. all achieve the atmosphere effect through soft decoration. Jewelry is divided into high and low grades. The products of Xiamen enterprises are still in a conservative state in terms of design style and industrial chain.
How to find a buyer? First, jewelry enterprises are suitable for cooperation with the furniture industry, clothing industry and other related industries, because this is a requirement for quantity. In-depth cooperation is a better model; the second is how to find a suitable furniture company. It can be answered through the market analysis of Shenzhen Family Association. The third is the serialization of similar products. According to the target customer group, such as two-bedroom and two-bedroom or three-bedroom and three-bedroom, if there are only small ornaments and not a series, the designer must select multiple accessories to complete. This is an era of resource integration. Resources can be integrated as a complete package. Let the Shenjia Association form such a platform. The fourth is to enhance the display effect, namely the atmosphere design. Enhance the experience of jewelry. It is also a sentiment index. It accounts for three quarters of the sales achievement rate.
How to do a good job in the development and positioning of Fujian's home furnishing enterprises
Â
First, foreign enterprises should focus on product innovation and services when they switch to the domestic market. Because the product line is not wide enough and only deep enough, it is not enough to support the opening of specialty stores. The second is how to find customers. E-commerce resources are now abundant and can be fully utilized. Â
Sliding Gate Wheels ,Sliding Gate Roller Wheels,Cantilever Gate Rollers,Sliding Gate Rollers
Jiaxing Gates Hardware Products Co.,Ltd , https://www.888gates.com