Our reporter Tian Dongmei
China Finance News 12-02 00:00:37
The sales volume of home appliances before going to the countryside 10 month has made all sectors of society sweat for the small and medium-sized enterprises on the way to the countryside. If this continues, where is the way out for SMEs?
When people from all walks of life, including small and medium-sized enterprises themselves, are calling for national policy relief, it is more urgent to solve their own stubborn diseases. "We can't compete with big companies in brand, and we still have certain advantages in pricing. Most importantly, we must improve the quality of our products. " A person in charge of a small and medium-sized enterprise that has achieved good results in home appliances going to the countryside said that small and medium-sized enterprises should have excellent products and high policy awareness and should not smash their own brands.
Quality: Must be excellent.
"SMEs should enhance product competitiveness and ensure product quality on the same platform." Jiang Feng, secretary-general of the Household Electrical Appliances Association, said that in order to reverse the status quo, small and medium-sized enterprises must first find a breakthrough in products. Excellent products are the foundation of opening the road to the countryside, and many small and medium-sized enterprises lose money because they don't pay attention to products.
Shanghai Zungui Electric Appliances, which registered sales of 288,374 units in the previous month 10, entered the ranks of medium-sized enterprises from small enterprises by virtue of home appliances going to the countryside. When talking about how to achieve this leap, the reporter got the answer that "it is the key for enterprises to make products well". Wang Chongzhi, the general manager of the company, said such a short sentence, but revealed the secret of small and medium-sized enterprises taking the road to the countryside.
Small and medium-sized enterprises should adapt to the needs of rural markets while passing the product quality inspection. The relevant person in charge of Lu 'an Soybean Electric Appliance Manufacturing Co., Ltd., which built a reputation by going to the countryside, said that as a small and medium-sized enterprise, at the beginning of home appliances going to the countryside, due to the particularity of the market, the company's early investment increased, and the pressure faced by enterprises was unprecedented. "If you invest now, you may get something in the next three years. If you don't invest now, there will be no chance in the future. " The person in charge's remarks further reflect that if SMEs want to fight the battle of home appliances going to the countryside, they must find policies and seize the core of products.
Market: make parts stronger
While grasping the quality of products, we can't ignore the market positioning. Jiang Feng believes that small and medium-sized enterprises should deeply cultivate the base areas of enterprise growth in the choice of home appliances to the countryside market, focusing on the local market, rather than stretching the front line.
Relevant people in the industry also believe that the sales outlets and brand awareness of large enterprises in the country are the basis for them to spread the front line of going to the countryside to the whole country, while small and medium-sized enterprises should focus on the local market when home appliances go to the countryside. Wang Chongzhi agrees with this. He believes that home appliances going to the countryside is not only a test of enterprise products, but also a contest between after-sales service and maintenance. The key for small and medium-sized enterprises to do a good job in the local market is to strengthen product awareness and ensure that enterprises do not lag behind in after-sales service and maintenance.
At present, small and medium-sized enterprises entering the road of home appliances going to the countryside often lose their way in the idea of seeking perfection. The relevant person in charge of Lu 'an Soybean Electric Appliance Manufacturing Co., Ltd. said that home appliances going to the countryside is a national policy led by the government, and the persistence of the policy is the key to whether enterprises dare to pay or not. In such a long period of policy implementation, small and medium-sized enterprises should start from doing a good job in the local market, gradually become stronger, and then become bigger on the basis of strength. Such a strategy is the premise for SMEs to take off with the help of policies.
On the basis of accurate positioning and excellent products, Lu 'an Sawyer Electric Appliance Manufacturing Co., Ltd. has realized the transformation from layoffs to recruitment and from salary reduction to salary increase.
After-sales: Strengthen the training of agents.
As a practitioner of home appliances going to the countryside, agents' awareness of policies, understanding of services and recognition of enterprise products are important factors for the success of enterprises going to the countryside.
Jiang Feng said that the agent's recognition of the enterprise's product prospects is the key to his choice of agents, but the actual sales of small and medium-sized enterprises in the first 10 month have made agents move to other places, which is undoubtedly worse for small and medium-sized enterprises that are already struggling. The problems between enterprises and agents exposed during this period are worth pondering by small and medium-sized enterprises.
Shen Dongping, general manager of Ningbo Handian Electric Appliance Co., Ltd., whose sales performance ranked among the top of small and medium-sized enterprises in the previous month 10, believes that the products, services and business ideas of enterprises are more passed on to consumers through agents, especially home appliances going to the countryside. However, such an important link as agent is ignored by many small and medium-sized enterprises. Since the home appliances went to the countryside, the company has continuously strengthened the training for agents, so that agents can thoroughly understand the policy of home appliances going to the countryside, and agents should be as familiar as possible from the policy cognition, specific operation process and every adjustment of the policy. Only in this way can we help enterprises go more smoothly on the road to the countryside.
Relevant personages in the industry believe that it is also the key for small and medium-sized enterprises to choose suitable high-quality agents while keeping good products and markets.