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家具企业参展的几个误区
    一个成功的家具展,会因为其在行业里的广泛影响力,将重要的制造商和经销商聚集到一起,成为企业接收订单、打造品牌的重要平台。然而,现在不少家具企业在参展策略上存在误区,使参展的效果大打折扣。
    重视新产品,忽视老产品:近些年,家具企业对于产品设计越来越重视,这是好事,但是一些企业矫枉过正,看市场上什么色系、什么风格的产品好卖,就想方设法弄出一套来参展,结果届届展会推“新产品”,到头来却没有一手拳头产品,更别提形成自己的独特风格了,实在是得不偿失。新产品的研发是一个系统工程,设计的方向应该结合企业自身和市场两方面,因此,不仅要关注市场热点,更要重视对品牌特质的培养,产品设计工作不仅要重视新产品的开发,更应该重视对老产品的完善、补充。参展也不是一定要有新产品,淘汰掉老产品中滞销的单品,根据市场需要、在延续产品风格的基础上补充新的单品,然后结合时尚流行,在专卖店的包装上下下功夫,调整饰品和灯光,一样给人焕然一新的感觉。企业应该在新产品的开发和老产品的完善上找到自己的平衡点,在追求产品自身风格的基础上加强新产品的开发,这样才能在展会上取得事半功倍的效果。
    重视新客户,忽视老客户,这是参展企业、尤其是内销企业最常犯的一个错误。目前中国家具销售的主流模式是专业商场加专卖店形式,因此制造企业都希望多开店,尽量拓展渠道终端,往往在参展策划中,把绝大部分精力都放在了吸引新客户的活动设计上,而忽略了对老客户的回馈和支持。其实,对于大多数企业而言,老客户的稳定才是企业发展的基础,老客户的口碑才是吸引新客户最好的广告,一届展会能开多少店都不算本事,开了店都能让经销商赢利、能保证专卖店稳定经营才是真功夫!因此,参展商在设计展会活动时应充分考虑到老客户的需求和感受,兼顾对新客户的吸引和对老客户的服务,这样企业方能更加取信于经销商,构筑起稳定、顺畅的营销渠道。
    重视政策激励,忽视营销规划,这也是参展企业的常见病、多发病。展会上大家经常可以看到许多参展企业打出了各种非常吸引眼球的优惠措施,什么“你开店,我装修”啊,“单店年赚50万”啊等等,不一而足。这种营销政策的激励,在刚出现时,的确起到了吸引关注、提升人气的效果,但现在用得多了,经销商已渐渐麻木;加上一些企业的不实宣传在业界造成的负面影响,这种宣传方式的效果实在令人怀疑。中国现在的经销商绝大部分实力有限,在市场营销方面也能力不足,他们对企业的依赖性其实是非常强的,如果企业能够根据市场状况,设计出完善的年度营销规划,包括对市场、对竞争对手的分析预判、产品的定价策略、折扣运用、不同时期的促销方案等等,再加上对销售人员详尽的培训计划,让经销商做到心中有数,相信对经销商会更有的吸引力。
    上面提到的参展企业常见的一些误区,其本质是长远发展与眼前利益的取舍问题。如果参展的目的单纯是多接订单,就容易陷入眼前利益的诱惑无法自拔;如果企业有打造品牌、持续发展的雄心大志,则一定不要计较一时短长,克服即时获利的冲动,按发展的规律办事,把发展的基础打好,坚持下去,终会获取丰厚的参展回报。
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[tpufvhsis]: 2019/1/26 17:55:38    
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[yunoexchf]: 2019/1/26 17:38:00    
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[imbqvjozh]: 2018/9/27 15:46:34    
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王猎
王猎,2001年1月任名家具俱乐部副秘书长至今,之前十年媒体从业经历。