The furniture industry is tragic by "unspoken rules" market competition

The successive wave of store withdrawals Under the two-way impact of the blind expansion of the store and the sharp decline in sales, it is undoubtedly worsening the troubled sellers. Removal of stores seems to have become a helpless choice for some sellers. However, on the stage that was already booked by the bigwigs, the "actors" dressed in colorful dresses-dealers had to continue. In the end, how long will this show of withdrawal of stores continue to be staged by the fanatic expansion of stores and the blind entry of dealers?
Obviously, when the market environment is fixed, under the guise of consumers 'blind obedience, the increase in the vacancy rate of stores will virtually dilute consumers' impulse to shop. What we have seen also confirms these claims: even on Saturdays, customers who come to buy furniture are sparse and few. Occasionally, a few customers, letting the shopping guide warmly greet each other, the face full of introductions, still unmoved.
A large store home shop manager says: "I change every three months on both sides of the store shop, Nordic gifted passengers that stores a year for a three, and now have to withdraw heard Li Hao came three. It was removed in the month. Blanca has already removed it. "
A shopping guide on the third floor of the Red Star Macalline Pudong Store said: "Removed dealers are generally unable to withstand. Some can't hold up and run directly, and the things in it do not move. Red Star directly seals the door. Like the sixth floor The Rose Covenant has been closed, and Effendi has withdrawn. "

The industry is "unspoken rules"
In the rules of business games, the contradiction often arises from the resistance generated by the unequal relationship and the imbalance of the characters. On the one hand, the store has kept saying that it will strengthen the service to dealers, but in the implementation, the contradiction between the store and the dealers still exists in the two roles of unequal status, and it is intensifying.
The store has suddenly increased its prices. There has been no rumors and signs before, and the dealers who entered the store have no knowledge. It was only dumbfounded when the contract was signed: the rent rose again; the rent was paid two weeks late, and the store was shut off and the power was cut off; the store organized a planning event without any exchange with the dealer in advance. The event will start tomorrow, and the event leaflet will only be sent to the store today. Similar events abound. On the other hand, consumers who are in a tripartite game, as the market environment changes, their consumer psychology and behavior begin to fluctuate, and dealers and consumers contradict each other in the appearance of "customer is God".

The reporter visited the shopping guide and learned, "Some consumers have bought furniture for half a year, and they have no problem at all. But suddenly they say that the home smells, and they come to complain. In fact, he just wanted to move the furniture to another location. We came back to visit, No problem at all. He said that it wouldn't work in this room. The taste was too heavy and he had to put it in another room. "
"A set of five pieces of furniture, obviously only the table has a problem, but the customer requested that the bed be returned together. Some customers hold the watch to calculate the delivery time in seconds, and some customers hold the flashlight to each side of the furniture In the corners and corners, you can see clearly inside and out. "

"After the price of our goods has been raised twice in three months, the sales volume has obviously decreased. Under the condition that the quality of the furniture is not clear, they are more bargaining with us in price, and some customers also The price is even lower than our ex-factory price. Some customers will also go to different stores to find our other brands of the same brand for price comparison. "
The above is just the tip of the iceberg of the complaint from shopping guides. For dealers, Shanghai consumers are tricky and savvy. However, behind the pickiness, consumers' consumer behavior began to become rational under the economic pressure of real estate pressure and inflation. It is also because of the lessons learned by consumers in the past that they have been "unspoken" several times.
Under the complaint of condemning the "inhumanity" of the store, it was awakened by the "unspoken rules" of the store many years later. He tried to get rid of the foster care relationship, and hoped that the two would be in "equal cooperation business partners".
Quote a sentence in disguise: "Everyone is equal before the rules." In this business economic game where rules are everywhere, the existence of "unspoken rules" lies not only in the rule makers, but also in the rules imposed by the "unspoken rules" groups. Respect and willing to dedicate. The outrage of the victims of "unspoken rules" may be the beginning of a turnaround.

A desolate piece of paper after the one-man show ended, "Outside worries stop at the skin, inside worries remain in the heart." While dealers faced the coercion, temptation, or ambiguity of stores and consumers, they also faced conflicts and disputes from within the family "Troubled."
Observation from the surface: in a store with an area of ​​800 square meters or more than 1,000 square meters, there are only two or three shopping guides; their average arrival time is less than half a year, accounting for 70% of the time, even if they are in a hurry without training Shopping guide who came to work.
I learned from the in-depth exchanges between reporters and shopping guides that shopping guides are highly mobile, and most of the shopping guides who have been away for a month or even half a month are there. It is not the boss who fires the employees, but the employee who fires the boss. Obviously, in addition to being related to their own employment orientation, frequent human turnover can also be inferred from the nature of human beings seeking benefits and avoiding disadvantages.
The downturn in the overall market directly affected the decline in sales of shopping guides, which in turn affected their wages. At the same time, under the indisputable fact of inflation, the increase in the cost of living and the decrease in income have intangibly increased their living pressure to some extent. In addition, the group of furniture shopping guides also began to focus on the establishment and promotion of their own brands. When the sales volume does not reach the standard, in addition to complaining about the overall market situation, they also need to bear the suspicion of their bosses and industry insiders about their own abilities, and they also eager for others to recognize their ability to work.

In this grand and indifferent, gorgeous and dirty, enthusiastic and hypocritical "three parties on the same stage" performance, the seller was ruthlessly involved in a tragic crisis due to the decades of dependence and lack of congenital crisis awareness In the whirlpool, involuntarily.
After the one-man show ended, the dealers did not get a "deed of sale" to control their own destiny, but a desolate piece of paper that said "to rent again."

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