Custom home industry problems

The individual needs of consumers become the first appeal of decoration. Custom wardrobes are transformed into loved by young people who pay attention to quality and style. Their important characteristics are the price sensitivity and design focus.

In order to realize the above two functions, the following two paths can be made: First, replacing the expensive solid wood with a relatively low-cost "health and environmental protection" sheet, and turning the tedious carving technology into a simple design that maximizes user experience; The second is to use online sales as the main channel to expand the display volume of customized products so as to provide customers with massive choices and reduce the cost of rental and renovation of dealers. This is naturally the growth of the new home network. The best is a national example.

As far as the first route is concerned, it can be proud to say that Sichuan enterprises, especially plate companies, are more suitable for “customization” than companies in any production area because of their long product lines, multiple distributors and relatively close cooperation, and solid terminal marketing. Brand promotion and so on are all good factors. But every innovation always allows only successful companies to succeed. Even if it is on the road to success, it is doomed to countless bumps.

Channel construction into a problem

No matter if the company that started setting up “custom” projects is still looking for a partner company, it may be more anxious to express emotions.

The first trouble is how to play the advantages of channel construction. The salesperson of a well-known finished product “customer department” described the helplessness of their work as follows: “Compared with a professional custom enterprise such as Shangpin Delivery, our design is worse than that of other people. The products are worse than others and the cost is higher than others. The problem is the company's aftermarket system. This is completely different from the previous product companies. However, many companies are completely unaware of this. They also work hard at the channel pressure, but they lack the basic and core factors. There is nothing to be done by the staff.Indeed, our advantage in the channel is surely to have numerous dealers in hand, but if you want to make distributors earn money and make him less troublesome, people will be willing to follow you. Undoubtedly, it is kidnapping the dealers."

In the interview, the distributor of a leading enterprise of a Sichuan enterprise stated: “The customer’s eyes are bright. If your things are not good, no matter how good the brand is equal to zero, then for me, no matter how good the brand can not be profitable, I can also give up.Especially for customization, I can still look for more products in the very beginning stage. The small companies that provide services to cooperate with each other and grow and support each other will be more effective."

Terminal sales are difficult

The second worry is how to do a good job of selling terminals. Compared with the finished product, the customized project lacks the on-site presentation of the product. Therefore, it needs the point-to-point communication between the store-related personnel and the consumer, the corresponding service of the person-to-person, and the follow-up tracking of the order-to-order-sales service.

"The terminal moves forward" and "diversified alliances" have always been an effective means to sell Sichuan furniture companies. However, relative to “custom furniture”, the original publicity was too extensive and not targeted – all furniture stores were concentrated on “low prices”, but each property owner may consider more after check-in. The beauty and comfort they are willing to pay for this.

For this reason, salesmen often sighed: "We did enough, why did not anyone come into the store?"

Some small and medium-sized closet products companies want to take short cuts in this regard. They hope to cooperate with professional custom companies or finished products companies that have already developed customized projects to digest their excess production capacity and even expand production. In their bright imagination, There has been a surge in the number of customized enterprises, but the current situation is just the opposite. The orders received by customized enterprises are still not saturated, especially in the off-season in the summer, and there is a lot of manpower and store cost consumption every day.

Terminal sales show difficulties

In addition to the staff working with the store, such as: point-to-point communication with consumers, person-to-person correspondence services, order-to-order-sale follow-up tracking. There is also a core point that is directly related to the customization of products, including product design, product performance rendering this task chain is completed. In response to this, online sales are the main channel, and the core of the work of network technology as a work link has become the top priority for custom-made companies. The technology brings efficiency, there is no ERP improvement, and traditional companies have to do this. difficult. From the factory, customized products cannot be industrialized, and the product's cost performance cannot be reduced. From the perspective of customers, the product design effects cannot be seen, and the expected product outcomes and effects are very different. Dispute or disappointment is inevitable.

After-sales problem is a headache

The third worry is the post-sales problem of custom companies. The current process of customizing a wardrobe can be attributed to "the door-to-door size + wardrobe matching design + delivery installation + after-sales start-up." It is understood that the first is a custom wardrobe company to send people to measure the size of the house, and then the designer to produce the first draft design, communicate with the customer, modify, and then make secondary measurements, the design will be more accurate, and then determine the program, the final production Completed, logistics department distribution and installation masters were installed. The omissions in all aspects will be revealed in the after-sales segment - the most vexing problem arises. Once a post-sales problem arises, the expenditure will suddenly increase, even leading to a loss.

How to solve the after-sales problem and allow consumers to obtain a good consumer experience is the most obvious gap between the latecomers and the “homemade” and “Europai” home customization pioneers. Moreover, such a distance seems to have become an "impossible task." “Shang Pinjue” clearly goes further. He took advantage of his own software development technology to integrate the three links of production, sales, and after-sales into an active and benign “closed conduction loop”, which solved the post-sales problem.

For this reason, it is necessary to increase the customization of professional teams (including production, design, measurement, consulting, etc.) and to strengthen the professional team awareness. The team's experience and combat effectiveness determine the development of customized businesses.

Because of this, ordinary finished products companies hope to cooperate with mature and customized companies to complete custom projects and even make profits. However, such hopes are bound to be demanded because custom companies are very reluctant to borrow the power of custom built specialized teams with others. ——If you are an ordinary finished product company, you do not have the corresponding custom production awareness and team, then my cooperation with you will only be troublesome. In the process of transforming a finished product company into a customized product, this will become the "difficulties" and "pain points" of development.