Cupboard company transformation should not be "grafting" marketing routines

The essential difference between the home appliance and cabinet market stems from the differences in the development stages of these two industries and the differences in target consumer groups. However, the industry with much matured markets lagging behind home appliances (including wardrobes) represents a new area of ​​industrial development. Its market size will not be smaller than that of home appliances, and the complexity of marketing will only be higher. Therefore, home appliance brands do cabinets, it is definitely not the grafting of already mature marketing routines, transformation is the real way out. This is analogous to online media. Television and newspapers, of course, represent the mainstream of tradition, but their mode of operation certainly cannot be directly grafted onto the Internet. Network media has its own business model and development rules.

Let's talk about how sales management transforms. The sales management of home appliance companies is relatively complete. Whether it is performance index management, order management, business personnel management or dealer management, brand companies have relatively mature processes or routines. The entry into the cabinet industry is often branded home appliance companies, a model of natural home appliances was transplanted to the cabinet industry. At first glance, this should be a seamless connection of resources, very good, but you carefully analyzed, a lot of problems. The following focuses on the management of performance indicators.

The business people in the home appliance industry mainly perform management responsibilities, including performance index management, market management, promotion management, dealer management, etc. The business personnel are the ones that the manufacturers stick out and absolutely implement the policies and programs of the headquarters. The emphasis is on Executive ability. The habitual language of home appliance business personnel is: “How are you accomplishing this month's indicators?” While the cabinet industry’s business staff are mostly market-supporting, they stress the ability to identify problems and integrate resources. The business people in the cabinet industry often ask: “How haven’t the store been adjusted yet?” “We haven’t sent people to the headquarters for training” and so on.

Obviously, one of their concerns is the result, and one concern is the process. They are not wrong. The difference is that the two industries have different stages of market development and different modes of operation. In fact, the employees in these two industries are really different in terms of personality and quality requirements. The author has contacted household appliances and cabinet companies. To tell a joke, if you suddenly remember something that has not been contacted for a long time, you often see “wolf-like eyes” in your mind. And recalling some of the colleagues in the cabinet companies, a number of “students” images that are gentle and even slow are immediately in the brain. There are even some bosses and executives.

For business people in the cabinet industry, the assessment indicators should be based on process indicators, such as storefront rectification, personnel training, and national activity organizations, and performance indicators should be added as necessary. The assessment method of performance indicators should adopt the bottom line of setting, and the method of exceeding part of incentives should allow business personnel to focus on specific improvement measures.

Most of our cabinet brands' regional markets are still in the development and cultivation stage, and there are too many factors that affect their performance indicators. Whether a real estate can be opened or not, whether it can find a suitable store, often determines the performance level of a small and medium-sized market throughout the year. And these are definitely not a small business person who can lead it. If you assess performance indicators of business personnel in a general way, on the one hand, he does not know how many resources and opportunities there are inside and outside, and often is at a loss. If the indicators are too brittle to leave, on the other hand, he will overdraw market resources and engage in "short-term quick." "The action will toss the market and then transfer the position. The brand is worth mentioning, and the market is worth mentioning. You can never "get up".