The direction of lost wardrobe enterprises is difficult to attract investment

Domestic wardrobe manufacturers rarely have a direct mode, and most choose agent mode. With the rapid development of the wardrobe industry, there are more and more advertisements for wardrobe brands. In order to attract investment, companies have spared no effort and invested a lot of manpower, material resources and financial resources. However, not every company can get corresponding returns. Many wardrobe companies have found that it is getting harder and harder to attract investment now, and the effect of investment is getting worse.

Traditional investment mode is costly and inefficient

According to the author's observation, there are currently three types of investment methods in the wardrobe market. The first one is to directly locate the dealers in the various markets to find dealers. This is the most traditional way of attracting investment. It requires the company's business personnel to have strong comprehensive capabilities, and the company must have certain strength and background. The manpower, material resources and financial resources invested in this way are very large, but the efficiency is very low. Business people are rushing outside, there will be a lot of travel expenses, and management is also difficult. The second is to invite investment advertisements in the industry media to attract dealers. This is the investment method generally adopted by most enterprises at present, but the price of investment advertisements is now getting higher and higher. The third is to participate in industry exhibitions. This method is costly. The effect of investment promotion depends on the comprehensive strength of the company. Its limitation lies in the short publicity time, which is limited to the days when the exhibition is held.

In the face of fierce market competition, more and more wardrobe enterprises are now attracting investment, but the success is less and less. Why is this? There are probably three reasons: First, more and more companies are involved in attracting investment, diversifying social resources and raising the cost of investment; secondly, most wardrobe enterprises still adopt extensive investment methods, and the purpose of investment is not clear. The cost control is not standardized, the data cannot be managed effectively, and the effect of investment promotion is not guaranteed. In addition, the company lacks a professional investment team and lacks professional training for investment promotion personnel. Investment promotion is a kind of business behavior that emphasizes communication with people. It is difficult for people without professional training to be competent.

Innovative marketing model reduces investment costs

In order to quickly build a sales network, compress market costs, and improve marketing efficiency, the wardrobe enterprises will go through the sea and show their brilliance. Some small and medium-sized enterprises are sharpening their knives, and they have established their own advantageous resources network through various investment activities to strive to realize the market. Rapid expansion. Everyone understands that doing a good job in attracting investment can not only greatly ease the financial pressure of enterprises, but also use the power of dealers to make enterprises bigger and stronger. On the contrary, enterprises must bear market risks alone. If you don't rely on dealers, it is almost impossible for companies to make products from local brands to national brands. Even if they are made, it will be an extremely long process, which is not acceptable to enterprises.

Is the dealer really difficult to recruit? Actually, there are many dealers in the market who want to change agents or want to change their licenses. Every time the author visits the market, there will always be dealers who will inquire about the brand and let the author introduce them to the brand. This can not help but let the author fall into deep thought: the market is not without investment demand, but the company did not find the right direction. Enterprises need to establish a channel that can communicate effectively with dealers, so that manufacturers can reduce detours and reduce costs, and also enable dealers to reduce risks and save money when choosing brands.

Every enterprise will face the problem of channel investment and marketing. According to the traditional investment model, in order to establish a sales network covering the national market, enterprises must invest a large amount of advertising expenses and business personnel expenses. However, this kind of investment is very risky and does not guarantee the effect of investment.

The author believes that if enterprises want to improve the effect of investment, they should actively rely on the power of the industry media. For example, Asia-Pacific Media has cultivated a wide range of home furnishing industry for more than ten years. Its resources are extremely rich. Its employees cover 367 cities across the country. They know the situation of each market well, master the business information of a large number of dealers, and understand the dealer's latest product agent intention. If companies work with Asia Pacific Media, they can quickly establish their own sales network at a lower cost.

Merchants need good product support

The success of enterprise investment depends on whether the product can meet the needs of dealers. Dealers are the bridge between manufacturers and consumers, and the needs of dealers represent the needs of consumers. If the product can't even enter the dealer's eyes, how can it win consumers' love?

Enterprise investment must have good product support, because getting rich is the goal of every dealer, and products with characteristics, new ideas and rich profits can win the dealer's approval. Only by grasping the pulse of the market and building competitive products can enterprises win the favor of consumers.