Daxian Marketing Liu Xuedan: The cabinet industry needs differentiated profit model

He focuses on the marketing practice and research of kitchen cabinets and wardrobe industry, and has profound insight into the market environment and marketing model of China's home building materials industry. He has successively traded two major benchmark enterprises in Europe, Haier and Haier, and many successful marketing cases in the industry. Widely sung; he is at the forefront of the industry. Innovation is the norm of work. He founded Guangzhou Daxian Marketing Consultant to climb the new peak of business; he has experience in marketing and brand management of multi-category products in the pan-home industry chain. "The cabinet" is a book that promotes the marketing of kitchen cabinets. He is the first person in China's custom home marketing - Liu Xuedan .

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Seeking higher development and creating a big marketing

Since 2005, Liu Xuedan has been involved in the custom home industry, first as the general manager of the European kitchen cabinet marketing, and then as an expert into the Haier kitchen as the marketing director. He admits that the reason why the business giants such as Europa and Haier are not unrelated to their influence in the industry, but the heights are not good, and they are among the benchmark enterprises in the industry, and innovation has become the norm of work.

During the service of the European School, Liu Xuedan initiated the establishment of the famous Chinese home brand alliance, which is the predecessor of the famous champion league in the home building materials industry. As the founder and first chairman of the alliance, Liu Xuedan recalled that he still feels that this business model and marketing model make him feel very fulfilled.

Liu Xuedan, Chairman of Daxian Marketing Consultant

"If we say that we can find the so-called benchmarking companies in the custom home industry, then I will actually have some difficulties after serving Europe and Haier." Because of this, Liu Xuedan resolutely chose to stand on his own and establish Daxian Marketing Consultant. In another way, continue to serve the custom home industry.

He said that each person's way of expressing self-worth is different. In his view, there is a fundamental difference between serving an industry and serving a business. “When we serve the industry, we can do some forward-thinking thinking and solve the problems of this industry in a comprehensive and systematic way.”

Industry impetuous needs enlightenment education

Liu Xuedan analyzed that the development of the whole kitchen cabinet and wardrobe industry is not mature at present. Boss and professional managers are very impetuous and need enlightenment education.

As a person who came over, Liu Xuedan saw that many people in the industry are repeating some mistakes made by benchmarking companies five or six years ago. In this regard, he hopes to improve the professional level of marketing in the whole industry by writing books and opening lectures. Further exploration and innovation through the in-depth service of different model sample companies is also the significance of his publication of "Don't say kitchen cabinets".

Liu Xuedan revealed that next, Daxian Marketing Consultant will create a model in the current service target: the old brands in cabinets and wardrobes, help them to break through some regional strategic markets, create a model market; for new brands or cross-border Brands help them to do some strategic planning and brand planning to find differentiated profit models; for strong real estate brands, they are guided to transform or upgrade on the existing market.

The cabinet industry needs differentiated profit model

In recent years, the cross-border phenomenon in the home furnishing industry is obvious, but will this cause the company to bury potential talents? Liu Xuedan said that the biggest problem facing the non-customized home industry cross-border is the understanding of the nature of custom-made marketing. Lack of it, it is difficult to solve many problems in the long-term custom marketing chain and long production chain in a very short time.

But the cabinet industry cross-border to the wardrobe industry does not have such problems. Liu Xuedan analyzed that the cabinet industry has a deep understanding of customized marketing. The biggest problem is that the cabinet industry itself is not mature enough. There are not many cabinet companies that really grow bigger. Most brands do not have the cross-border diversification cost.

It is understood that nowadays, many cabinet companies choose to sink to the third- and fourth-tier markets, but there are widespread problems such as difficulties in attracting investment, low transaction volume in single stores, not optimistic store decoration, and single means of operation. In this regard, Liu Xuedan said that the cabinet competition has reached a relatively intense stage, and has entered the stage of channel competition from the traditional product competition. At this stage, cabinet companies want to gain a foothold, the first solution is the differentiation of the profit model.

How to make the difference of profit model, Liu Xuedan to the enterprise: basic skills to do well, that is, products must be done well, production must be guaranteed, store image and layout must be guaranteed. On the basis of basic merits and demerits, differentiation can be done from brand positioning, products, channels, promotion and service methods. This is actually the real charm and opportunity of customized home marketing.

Custom home network marketing or more difficult

With the development of social economy, homes are also welcoming the era of e-commerce. Should custom homes catch up with this trend? Liu Xuedan does not seem to be optimistic. He believes that the chain of custom homes is very long, and production, marketing, and organization management are very complicated.

Liu Xuedan analyzed that e-commerce applied to custom homes will bring two difficulties: First, every chain must have professionals to open the chain; Second, the overall consumption value of customized home is still quite high, people who need to do renovation to buy custom products More willing to believe is his own eyes, he wants to see the product, and communicate with many professionals. Therefore, online sales of customized homes are more difficult and more complicated than traditional finished product sales.

But Liu Xuedan does not deny that online sales represent the direction of future development. “The online shopping brand may play a very good role in the promotion and promotion online, but there is still a long way to go before the online integration.”

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