North China furniture survey: 80% of merchants believe that store rents most affect the happiness index
December 05 11:03:10, 2019
2012 furniture people happiness A plan series - North China article: After the introduction of the new property control regulation, the home industry is suddenly in the cold winter. Under the premise of reduced rigid demand and declining sales performance, the concentration of rent costs, raw material costs and rising cost of employment have led to a sharp increase in the operating pressure of home furnishing enterprises. Furniture in this industry is no exception. Looking forward to 2012, are these companies confident in happiness? What are the factors that affect the happiness index? How can I be happier? A few days ago, the “2012, China Furniture Man Happiness A Plan†was released. The North China manufacturers and dealers were selected as the survey targets, and seven questions and eight questions were set respectively to conduct an in-depth investigation on the current living conditions of North China furniture practitioners. More than 2,500 questionnaires were collected. According to the survey data, 51% of North China furniture manufacturers think that happiness is the answer to the question “As a furniture practitioner, how do you feel happy in the past 2011?†Only 14%. When answering the question “What are the factors that may lead to a decrease in the happiness index?â€, both the manufacturer and the dealer think that it is the store’s rent increase, which is about 80%. Manufacturers - Surveys show that respondents - more than half of the manufacturers believe that the furniture market was very happy last year as a furniture practitioner, in the past 2011 you feel happy? For this problem, 51% of manufacturers believe that happiness, 30% of manufacturers think that in general, 10% of manufacturers think very happy, 9% of manufacturers think it is not happy. Is there enough confidence to welcome the happiness of the 2012 furniture market? 57% of the manufacturers believe that the market will improve in the second half of the year, and they are confident to welcome happiness; 43% of manufacturers expect to maintain a wait-and-see attitude. The introduction of the new property policy seems to have little impact on the home market downstream of its industrial chain. More than 50% of the manufacturers believe that the market is happy in 2011. In the view of furniture manufacturers, the future home market conditions may continue to be good. Therefore, nearly half of the manufacturers have a positive attitude towards the future market expectations, and less than half of the manufacturers expect the furniture market to be generally in the second half of the year. 73% of manufacturers believe that happiness comes from the excellent stable employee survey. When answering “What is the source of happiness?â€, 73% of furniture manufacturers choose excellent and stable employees, and 59% choose excellent products. , 43% of manufacturers have good sales performance. The furniture industry is not a high-tech industry and does not seem to require a lot of talent. In fact, such an idea is wrong. Many furniture companies lack the most senior technicians and middle management staff. Whether a company can successfully occupy the market and whether its products enter the hearts of consumers is crucial. In fact, the annual output value of 30% of the furniture industry is about 200 million yuan, but the scale is not large, but its future development trend is still optimistic. Such a status quo determines that the company's happiness can not be established on the basis of the market, it is not difficult to understand why companies regard employees, products, and markets as the top three sources of happiness. Nearly 80% of the manufacturers believe that the most important factors affecting the happiness index caused by the increase in the sales price of the store are the factors that may lead to a decrease in the happiness index. According to the survey data, 79%, 57%, 54%, and 43% of the manufacturers selected the store to increase rents, reduce market demand, increase raw material costs, and increase labor costs. It is worth noting that 79% of manufacturers regard the price increase of the store as the most influential factor of their happiness index. More than 80% of the dealers also believe that the most important factor affecting their happiness index is the price increase of the store. Among all the operating costs, store rent has become a large expenditure for manufacturers. Therefore, in the eyes of manufacturers, the increase in store rents is already the factor that most affects its happiness index. The impact of the overall poor economic environment may not be small, especially the demand for the furniture market caused by the introduction of the new national real estate policy. In addition, the various operating costs of the manufacturers in the past two years have been rising, including raw material costs and labor costs. These are already the biggest sources of influence for manufacturers' happiness. 70% of the manufacturers believe that the development of new products can increase the vitality of enterprises. In the view of manufacturers, various measures are needed to increase the vitality of enterprises. 70% of the manufacturers believe that the development of new products is the best choice; followed by increasing investment in the brand, 54% of the manufacturers choose this; more support for dealers ranked third, 49% of manufacturers choose this. The furniture market is still in a mixed battle era, and manufacturers will see products and markets as important weights for growth without exception. In the case of serious homogenization of existing products, the development of products with their own characteristics has become the first choice. Brand construction and promotion are also indispensable. In this process, dealers and manufacturers can form strategic alliances on the basis of their respective interests, and it is natural for dealers to support them. Dealer articles -- Surveys show that respondents -- dealers are not as good as the market in 2012. In the survey questionnaires collected last year, 57% of North China dealers think that the 2011 happiness index is average; dealers who feel happy only account for 14%, and the proportion of dealers who feel unhappy is 29%. For the 2012 furniture market, the proportion of companies with average and confidence is 91% and 9% respectively. From the survey results, it can be seen that: First, the dealers' expectations for the furniture market in 2012 are not as good as in 2011; second, the dealer happiness index is lower than the manufacturer's happiness index. The proportion of companies with general and confidence in the furniture market in 2012 was 91% and 9% respectively. This can also explain two problems: First, the furniture market in 2012 may be still far away; second, the dealers in the downstream position of the manufacturers may still be in the control of manufacturers. 43% of dealers: Happiness comes from the recognition of consumers and the first source of the company's view of the best products as happiness. Dealers believe that the best source of happiness is to gain recognition from consumers. According to the survey, when answering the question of the source of happiness, 43% of the dealers chose the consumer's approval, and 40% and 38% of the dealers chose the profit of the store and the rent reduction. 43% of dealers believe that consumer recognition is the most influential factor in happiness. For dealers in circulation channels, this is not difficult to understand. Different from the manufacturer's focus on product production, the distributors who only sell and distribute products are the most concerned about consumers who purchase the products. Therefore, the profitability of the storefront above it is also very important. 86% of dealers believe that the biggest impact on sales in the store is affecting happiness. When answering the question “What are the factors that may cause the happiness index to decrease?â€, 86% of the dealers chose the store to increase rent, and 57% of the dealers chose the market demand. The volume is reduced, the competition for selecting similar products is fierce, and the proportion of manufacturers supporting the same is the same, with 43% of enterprises choosing. Compared with manufacturers, dealers are most worried that selling rents will reduce their happiness index, which is different from manufacturers' concerns about rising raw materials, which can be explained by different decisions on their production and distribution properties. In fact, no matter what kind of worry, the essence is the same, that is, they are all operating costs. It can be seen that the poor market environment has caused substantial problems for manufacturers. 87% of dealers hope that the store will reduce rents and improve happiness. Among the measures to improve the happiness of dealers, 87% of the companies chose to reduce rents, and 59% chose to brand more brands. More support and more innovative marketing campaigns are 34%. The status of dealers only selling non-production determines their original subordinate status. It is not surprising that more than 80% of enterprises and more than 50% of companies will pin their data on stores and manufacturers. This shows two points: First, the market is not good, they all pin their hopes on support; Second, their role has not changed. However, the industry believes that it is not advisable for dealers to pin their hopes on the manufacturers. It is necessary to make greater efforts in marketing innovation and service improvement.
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