In the face of the current international financial crisis, flooring products suffered from “double opposition†and exports were blocked; the domestic property market was deserted and floor sales were not smooth. Under the severe situation, many enterprises are threatened by their survival.
Everyone has talked about it and actively discussed good strategies to find a way out. Such as export sales blocked to domestic sales; the property market is cold, the rigidity of the floor is still in demand. Among them, many companies have proposed the concept of 'home integration' or 'big home', which is considered to be a bright color in the building materials market.
In this regard, some people say that if the floor is not up to scale effect, it should consider the development of “big homeâ€.
Some people say that if the interlacing is like a mountain, the "big home" is not necessarily suitable for every floor company.
It has also been said that the influence of the brand today is very important, and it is necessary to further enhance the influence of the brand and seize the good opportunity of the second venture. Everyone is full of controversy, expectation and yearning for the way out.
"Home integration" is necessary
The “home integration†or “big home†proposed by entrepreneurs refers to wooden products such as wooden doors, wardrobes, furniture, stairs, and even artificial boards such as fiberboard and plywood. All wood flooring products can be made. Transforming a single wood flooring enterprise into a wood complex.
In this way, when consumers buy the floor, they can enjoy one-stop service by purchasing wooden doors, wardrobes, furniture, stairs and so on. The procurement of raw materials for enterprises will also be better than the same single floor store in terms of quality, standard and standard, from brand image to product display.
There have been examples of successful operations in this area.
According to Zhu Yonghui, deputy general manager of Spring Group, “Spring integration implements 'home integration', and integrated large-scale wooden door and floor furniture in a comprehensive marketing model, which is integrated into a terminal store for sales, greatly improving the sales of spring floor dealers. Competitiveness. Consumers also tend to buy one-stop shopping for wooden doors and flooring products, one to save shopping time, and the other to have an intuitive experience in product style and color matching, and easy to achieve design effects. Dealers are also more likely to close trade orders."
So, in the predicament, is “home integration†or “big home†a reliable way out for wood flooring companies?
Decision making "home integration"
Wood flooring enterprises explore the feasibility of "home integration", starting from the two aspects of the connotation and extension of the enterprise.
The connotation of wooden floor production enterprises includes wood floor production line and wood floor special equipment, solid wood floor blanks, wood-based board, etc., including those familiar with floor manufacturing, maintaining floor production liquidity, and flooring brand advantages.
It obviously does not have the production capacity of large-scale wood products such as furniture. It must use the enterprise to purchase furniture production equipment, introduce furniture manufacturing design, management, sales talents, improve the workshop layout and necessary plant renovation, and purchase various materials such as furniture materials. A lot of investment.
The less the connotation of the enterprise, the greater the investment in extension; the more the connotation of enterprise connotation, the smaller the epitaxial investment, and the inverse relationship between connotation and extension.
Therefore, we can use the method of mining the connotation of the enterprise to choose the enterprise "home integration".
To correctly grasp the connotation of the enterprise, it is also necessary to correctly grasp the extension of the enterprise. Otherwise, unreasonable expansion or unreasonable reduction of capital investment will occur.
Therefore, whether the enterprise should take the road of "home integration" should proceed from reality. First, it must look at the conditions of the enterprise itself, and explore the depth of its own connotation and the ability to create extensional conditions.
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