Every year, there are countless furniture exhibitions. In Xiaobian's view, many companies use the exhibition to establish their own image and brand, expand their influence on dealers and consumers, and increase their understanding of the market and understand consumption. The needs of the people and so on. Among them, the most important and final goal is to recruit more dealers and obtain more orders. Therefore, more and more enterprises are willing to pay a lot of manpower, financial resources and material resources. In previous years, this investment was worthwhile, but now, the situation has changed, and the tricks that have worked in previous years have become “incompetent†this year.
POLIFORM Xiaobian knows that the investment function of the exhibition is gradually weakening
In Xiaobian's view, the furniture exhibition is not a pity. Ten years ago, five years ago, when I went to the exhibition, it must be obtained by the dealer. From another point of view, the current exhibition is a single display of the brand. The furniture industry does not have a terminal brand yet, and the influence of the industry brand is enhanced. The exhibition is a way. At the show, more dealers and shopping malls will see you. It is like setting up several high-altitude advertisements next to the highway, but the advertising effect of the exhibition is more concentrated.
The era of the mainstream, advanced model of “enterprise + exhibition + store + dealer†has passed. The function of the exhibition has changed. In the past, for the enterprise, the ultimate goal of the exhibitor was to find a dealer. The purpose of the dealer’s exhibition was to find the manufacturer and brand. However, the investment function of the exhibition is gradually weakening. The brand promotion function is becoming more and more prominent.
POLIFORM Xiaobian feels that dealers should open up the market
For some of the big players in the strength, they are willing to join more of the big brands. However, the distributor network of big brands has been perfected, and they do not need to invite investment through exhibitions. The salesman went to the market where his channel has not yet reached the market, which is much better than the effect of the exhibition. Therefore, the desire of exhibitors to exhibit at present is declining, which also leads to the desire of dealers to join big brands through domestic exhibitions. Followed by the decline.
Xiao Bian believes that the current exhibition is more of a propaganda role than a role of investment promotion. Through promotion and promotion to enhance the visibility and serve for future investment, rather than exhibiting is simply to attract investment.
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