Meeting the needs of consumers is the key to unfreezing the "cold terminal" of the home industry

In the past two years, the home furnishing industry has been affected by real estate regulation and control, and a new word has emerged – cold terminal. What is a "cold terminal"? “The consumption cycle is long, and it is only 5 to 8 years before it can be re-purchased!” This is the most concise summary of the cold terminal made by the industry. In fact, this happens to be the model of traditional furniture stores, which is in line with the sales characteristics of the entire furniture industry. Even if it is followed by fashion, furniture should belong to durable goods and bulk purchases. No one buys a set of furniture today and will change it tomorrow. The so-called hot terminals, such as food, washing supplies, clothing market and the like because of product upgrades and fast, daily consumption, this is enough to make the store crowds every day, the lively and extraordinary. The homogenization of the economic downturn is serious, and the cold terminal has become colder? In the past two years, the home market business is not doing well, especially in the case. I don’t think many merchants are often in the cold afternoon, and they are in the market for a deep and daze. In this regard, there are also people in the industry who have seriously thought about and analyzed and thrown out seven major problems: "One is how to improve sales? Second, how to solve the situation that does not promote sales? Third, the port is not good, and the location is poor, how to improve customer arrivals. How to reduce the customer churn rate? Fourth, the impact of hypermarkets, terminal homogenization competition is intensifying, how to maintain the leading position and sustainable development in the region? Fifth, how to let customers buy products, buy more products, how can the store earn more How much money? Six is ​​busy every day from morning to night, there are many store transactions, in addition to sales work, what more work should be done? Seven is the choice of customers is getting bigger and bigger, ask more and buy less, profits are more and more Low, but customers are more and more demanding, what exactly do customers want?—In a word, product homogenization, marketing homogenization, and channel homogenization, these seven questions are raised one by one by macroeconomics and market. The inevitable economic development is here. "So, challenges always exist, defining problems, decomposing problems, screening problems, and solving problems are the foundation of a businessman. The crisis must be an opportunity. I don’t know what consumers think, what do consumers want? From the current consumer demand, there is a structural imbalance in the Chinese furniture market. On the one hand, there is too much homogenization of products. The annual unsalable sales of furniture in the country is estimated to be 30-40 billion. On the one hand, consumers' needs cannot be met, consumers are disappointed that they can't buy the goods they want quickly and conveniently, or even can't buy them at all. So, there is a fairly succinct analysis: The consumer's stated need is to purchase the most suitable high-quality furniture products. However, the real need of consumers is to purchase a comfortable and high-grade home lifestyle; consumers' unspecified needs are the most convenient. Comfortable shopping experience, good pre-sales, sales and after-sales service; the need to solve shopping risks and reduce shopping costs but really make consumers happy is to buy furniture and get other extra offers from the company" - Another word, what consumers need is a high-grade home lifestyle, a new experiential shopping The retail terminal under the traditional furniture marketing model can no longer meet the increasing and increasingly complex consumer demand of consumers: in this case, you don't know what the consumer wants, how do you know what the consumer wants. It can be seen that the definition and origin of the "cold terminal" is the key to making more efforts in the research of consumers. They must know what they are thinking and can do what they need.

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