Faced with the cruelty of the market economy and the sluggishness of the industry, it is decided that the final winners or “leftovers†of the furniture industry can only be a minority. However, any furniture company is not willing to become the “prey†under the current predicament. ".
Since you can't escape, you can only face it bravely. First of all, furniture SMEs must have enough confidence, confidence is a realm, people who are confident will not become depressed and depressed because of "foreign objects", and people without confidence often doubt their ability when they are in trouble, even Give up the opportunity to make yourself successful. So, in many cases, it is not the external environment, but your heart. You have to beat yourself, and the help of others is in vain. In other words, if you have confidence, you won't necessarily win. If you don't have confidence, you will lose. For furniture SMEs, confidence is a prerequisite and a necessary condition.
Then, after confidence, can you highlight the encirclement? The answer is certainly not. In addition to confidence, furniture SMEs must master the following methods to survive in adversity:
Method 1: Save money, stay alive more than anything else
Under the influence of multiple factors such as financing difficulties of small and medium-sized enterprises, rising raw material prices, rising labor costs, and appreciation of the renminbi, it has seriously affected the survival status of enterprises. As the saying goes: "There is a green hill, and there is no fear of burning wood." Save corporate expenses and prevent “enterprise spending†from becoming “business wasteâ€. This is not only a matter of urgency, but also a very important part of improving the competitiveness of enterprises in the long run. It is also one of the self-rescue methods commonly used by most enterprises.
SMEs in furniture should control the investment of hard advertising fees, save advertising expenses, effectively use limited advertising fees, and invest in low-cost, high-reward promotion strategies such as public relations and event marketing to make consumers feel convinced and accept their own willingly. Brand.
Method 2: Shrink the front line, emphasizing the input-output ratio
Although this self-rescue method cannot ensure that "the whole world" can not be ensured, it can not guarantee "one profit", but at least it can help furniture small and medium-sized enterprises to control the development of things, at least to ensure that enterprises can move forward and retreat, and to a large extent, avoid the labor of enterprise killing. Worry and failure are bothersome and, more importantly, it can prolong the survival of the company and increase the chances of survival.
Key points 1. Stabilize the internals of the enterprise and practice internal strength. Adhere to the multi-angle understanding of the environment, adhere to the deep level of mining advantages, adhere to all-round inventory resources, not eager to seek success, no one is cloudless, but can not compare with the trend, lose the opinion.
Key point 2, enterprise development is a continuous investment process. And investment is nothing more than an input and output problem. Paying attention to the input-output ratio is to minimize the cost, maximize the benefits, and ensure that the difficulties are overcome.
Method 3: Create a strong brand with a low-cost approach
There are a lot of furniture SMEs who have doubts. Is it possible to make a brand with very little money? Why are there such questions? This is because: we are "accustomed" to the big brands of furniture companies, making a lot of money, and spending a lot of money; we are "accustomed to" the rhetoric of multinational corporations, such as, in order to shape the brand, we would lose a decade; we are "accustomed" and copying The branding company's imitation strategy, without major innovation, can only spend a lot of money, compare the funds, and seek differences. In the economic winter, “using low-cost methods to build a strong brand†is the best policy for furniture SMEs to survive in the face of adversity.
Branding is a systems engineering. We must be clear that advertising is just one way for companies to shape their brands, but it is not the only way.
A leaf blind, not seeing Mount Tai. The simpler the truth, the easier it is to be forgotten. SMEs in furniture are easy to fall into misunderstandings. The brand is a misunderstanding of “luxury goodsâ€, and it is caught in the misunderstanding that brands cannot be made without big money. This is a very serious misunderstanding. It directly hits the confidence of many small and medium-sized enterprises in building brands, and even affects the determination to build brands.
In fact, this is a very simple truth: all roads lead to Rome, find a correct way, and then you can solve the problem. For example, celebrities who rely on the Internet to become popular quickly are a living example of ultra-low-cost branding. Of course, this involves the issue of how well the brand's popularity and reputation can be improved together. It must be handled well, otherwise it will lose the basic meaning of the brand. In short, extraordinary times require extraordinary means. As long as the furniture SMEs are willing to work hard, it is entirely possible to control the low-cost and build a strong brand.
Perhaps it is more accurate to interpret the Chinese furniture industry with "the future is bright, the road is tortuous", and we have reason to believe that the days of the Chinese furniture industry are clear days. When the market is in a downturn, furniture SMEs should not be sick, but should be careful to seek evidence, boldly shoot, learn to deal with the crisis and even turn crises into opportunities.
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