Since the second half of last year, Cheng Yunxia, â€‹â€‹who has been doing furniture business for 18 years, is keenly aware of the subtle changes in the market. Until the first half of this year, whether it was Taiyuan or Jinzhong specialty store, Cheng Yunxia did not feel any obvious signs of improvement. This makes Cheng Yunxia very headache. â€œNow the mall organizes a large-scale promotion every month, but too frequent activities do not bring more consumers, and do not play the role of sales.â€
At present, Cheng Yunxia owns a 130-square-meter Ruisen store in Lishi Pavilion in Taiyuan, Shanxi Province. At the same time, he has represented a high-end neo-classical style suite brand â€“ 39 carats. They have stores in Taiyuanâ€™s home and Jinzhong. Since the second half of last year, the markets of the two places have encountered market bottlenecks to varying degrees. â€œCompared to Jinzhong, the market in Taiyuan is slightly better now.â€ However, this still cannot alleviate the anxiety of Cheng Yunxia on the market. In order to improve business performance, Cheng Yunxia began to work hard on both internal and external aspects.
The first is the product level, "Riesen manufacturers have also given our dealers a lot of support," Cheng Yunxia told reporters that with the changes in consumer spending habits, the style and style requirements for dining tables and chairs are getting higher and higher. Consumers not only demand good product quality, but also care about whether the dinette that is bought back is in harmony with the overall style of the living room. Based on this, Ruisen is also currently developing a new living room series, which is expected to be officially put into production in May and June next year. â€œThe launch of the new living room series is expected to drive a new round of sales.â€
However, at present, Cheng Yunxia is actively preparing for the annual sales season. According to her, in the city of Taiyuan, according to local customs, people usually like to move to a new home in August and October each year, which is the best time to sell small furniture products. To this end, in the past two years, in August and October, Cheng Yunxia has invested a large amount of money in the prime time of the Taiyuan TV station's people's life channel at 8:30 in the evening to launch Ruisen furniture ads to improve Ruisen in Taiyuan The brand awareness of the public in the heart of the day. Cheng Yunxia said that although TV ads in the two months of the year accounted for 70% of her annual advertising expenses, she is very satisfied with the effectiveness of TV advertising. "Our products are aimed at 35-50 year old consumers. This group of people will often watch some local news. Our advertisements are just broadcasted after "Taiyuan News", so the publicity effect is very good, most of them come to buy The people of the products have said that they have heard of the brand of Ruisen. According to Cheng Yunxia, â€‹â€‹through the TV advertisement, the conversion rate of Ruisen and the order to the store consumption reached: 35%-40%, while the high-end suite brand 39 Carat, Cheng Yunxia took another business model. â€œThe consumers of high-end brands have higher requirements for the decoration, furniture and jewelry style of the whole home. They often ask professional design companies to customize the entire home space. Therefore, we choose to cooperate with the larger design companies. , they build a model house with them, or they recommend customers to us, from the initial home decoration design to guide consumers' purchasing tendency." This way is more easily accepted by consumers, and it has brought more than 60% to Cheng Yunxia. Suite sales performance.
Internally, Cheng Yunxia increased training expenses, strengthened the professionalism of sales guides and sales skills training. Every year, Cheng Yunxia will bring the shopping guides to Chengdu to participate in the shopping guide training organized by the company headquarters. In addition, in the daily sales process, the average shopping guide will receive relevant training for the month. At the same time, she also developed a performance appraisal system to optimize costs and improve efficiency by optimizing internal management.
"Although business is not as good as it used to be, but the matter is artificial, the key is to see how the boss thinks and how to operate. I believe that as long as both inside and outside are done, the fists are attacked, not afraid to do bad market." Between words, you can feel As a veteran dealer, Cheng Yunxia has confidence in the furniture industry. She also said that as long as the market is suitable, she will open stores and expand the scale of operations.
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