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Furniture marketing purposes must be explicit requirements of specific market research

2009, when I was immersed in the joy of Chinese New Year, not returning to Shanghai on a friend received a phone call from Japan, asked me to join them in Shanghai's new product launch, and help him to invite some media friends to help out. This friend is a Japanese furniture company in China, marketing general manager, 10 years of experience working in Japan, so that he cultivated in the implementation of each plan, the total should come to a market research. In fact, he has done a good job, great big research project, small projects, small research, which enabled him to introduce a new product every, every implementation of a program, have achieved the desired results. He said: "At present, the Chinese furniture market is constantly changing, spend a little money, with time, can the money be better, do not waste a lot of money. Why not?!"

Indeed, the impact of financial crisis, the enterprise itself, the furniture industry is no exception, but the market by the financial crisis in consumer demand and spending power has an impact on furniture sales. Furniture enterprises, market information as if the eyes and ears, without it businesses would become blind and deaf, marketing decision-making will become Mangrenmoxiang.

To Office Furniture For example, in the first half also booming because of the arrival of the Beijing Olympics, furniture sales also appear to be smooth, in the second half, especially after the financial crisis, a large number of furniture manufacturers in the first half just put into operation immediately the took a plunge in sales , accumulation of a large number of furniture warehouses, shall not be limited to production or discontinued businesses, returns the original expectations of an instant into a production burden. An investment in the Olympics just old furniture production, said: "When people do make money, I do it at a loss, which in the end what is going on?"

Yes, a lot of furniture business chiefs baffled.

In fact, this situation occurs in the final analysis is the market information asymmetry, market movements were uncertain, making the adverse consequences caused by lack of predictability. Thus, market information collection, investigation is the most important furniture market work, it is essential in business decision making.

So furniture companies how to do this vital work?

Based furniture company's own situation, choose the appropriate ways and means of market research

Running 10 years in the furniture industry, few see the local furniture industry in China conducted market research. And whenever Huang Jiyi recommends that companies conduct market research, these furniture industry veterans would say: "what information you need, I tell you? I do this line for two years, and I do not need to do market research ! "

Face of this scenario, Huang Jiyi only say: "Please tell me, purchase and use of your furniture people are of what you say?" Often, veterans are unable to answer such questions, because they are they on consumers did not know him, they never and consumers exchange dealer when they are only interested in purchasing. Precisely, let alone care, but will ask the dealer all day into the number of goods, in fact not a thought, dealers purchase furniture products with the relationship between consumers, concerned about the dealer's purchase is concerned about the consumer from the beginning.

Thus, Huang Jiyi have to spend time to do some unnecessary work, and a waste of breath to make the veterans of these furniture companies and led us from the bottom of my heart is willing to do the collection of market information (only collection, data analysis by the The other team to complete).

But it will take a shortcut furniture business, they buy ready-made social adjustment centers, compiled by economic research institutes Furniture Market Analysis and Forecast Report; the rich and powerful who will be entrusted to professional research firm to conduct market research.

Huang Jiyi marketing consulting for enterprises, the more inclined to conduct research relevant departments within the company through the company's dealers to conduct research. Huang Jiyi this work referred to as "the outward redeployment within the visit." Outposted the advantage of visiting within the targeted, timely feedback of strong, simple, but must develop detailed research plans, to avoid a mere formality. However, the implementation of the method visits the premise of the enterprises themselves have the capacity (in particular, human and time) involved in organizations such as market research.

, Of course, commissioned a professional research firm to conduct market research, this approach is relatively standard, but the cost is high, research for a long time may not be able to meet the real needs of furniture marketing. The social adjustment centers, furniture, compiled by economic research analysis and forecasts the market situation on the furniture market, macro-analysis also can draw, but the timeliness and relevance of the information is not strong, a lot of information, data is collected indirectly, practicality small and expensive.

According to actual needs, set specific goals, specific market research requirements
About the Author

I am an expert from China Manufacturers, usually analyzes all kind of industries situation, such as teak garden table , folding picnic tables.

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