Liu Yi, Nanjing furniture dealer, currently represented brands including Zhejiang Dingxin Angus, Shenzhen Kaiqi, Zhejiang Langdi New York Story, Heilongjiang Yichun Three Brothers, Guangdong Shangduo Furniture, Zhejiang For Love Furniture and other brands.
Liu Yi has been engaged in the furniture dealer industry since entering the furniture industry in 2004. Up to now, in the past eight years, the number of agents has increased from the first one to six now, and the store area has increased from a few hundred square meters to nearly 4,000 square meters. In the case of the general downturn in the industry, this kind of "advancement against the trend" is particularly attractive.
Brand agents need to adapt to market needs
First Furniture Network (hereinafter referred to as FF): Which brand has the longest agent time among the brands you represent?
Liu Yi : When I first entered the business in 2004, I was doing Dingxin's plate series. Later, in 2007, with the transformation of the furniture market, the factory launched a series of classical products, and I also represented the new European series Ange. Sis. It can be said that my agent's time should be the longest, and it should be 7 or 8 years now.
FF: Your current brand covers European, Chinese, Korean pastoral , solid wood, and plate. Can you introduce the criteria for your choice of brand?
Liu Yi : Actually, I am more in terms of brand selection based on the development of the market and my own development needs. Including my current brand selection, but also for the next year's market development. Take the three brothers as an example, the product series is rich, there are dark series products that are popular among middle-aged and old-age consumers. There are also modern series products, which are made of solid wood, but the furniture presents a modern plate style. The "style of board style" approach can fully meet the needs of young consumers; there is also a Southeast Asian style series. It can be said that the coverage of its products is high and the consumption level is wide. And this kind of rich product system, I think it is more able to adapt to the current market development environment. I am very confident in the brand that manages my own agent. At present, several brands I represent have very good sales performance in the store. The output per unit area of ​​the store is also in the forefront of the store. So I am confident that I can integrate these brands.
In 2012, we will launch more community development, the brand will go out of the mall, and the community owners to carry out alliance activities to attract consumers; at the same time cooperate with designers; in addition, organize group buying activities. It is precisely to meet the needs of these channels to expand, so I will choose to represent these brands in the current hands. Now I represent the brands that cover solid wood furniture , panel furniture , soft furniture, furniture styles with European furniture, Chinese style, and The pastoral style, by combining these competitive products, can better meet the needs of consumers.
Take group purchase as an example. From the current point of view, furniture group purchase is still effective. As long as consumers enter the market, dozens of people can buy a group, and finally they can reach more than a dozen people, but if their brand style is very simple. This means that you can only meet the needs of a small number of people, so the whole group buy, the effect on improving store performance is not very obvious. And by integrating different types of furniture products and putting all of these brands in the family, I can easily start group buying activities, which is also to adapt to the new sales channel model. If there is a group buying team of 100 people, I can meet 80% of the demand for their different consumer needs, which is the advantage of brand integration.
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