During the Spring Festival of 2011, some prefecture-level cities have undergone a "big change": the huge advertisements on the major transportation hubs have been transformed from traditional fertilizers and seeds into Italian furniture, icon floors, and Faenza sanitary wares. And other well-known home brand display platforms. Home brand enterprises are on the rise in the third-tier market.

But at the same time, the brand tentacles that have penetrated into the third and fourth-tier markets obviously have inherent weaknesses in the distribution of manpower and resources. It is generally difficult for services to meet the standards and has become a "fatal injury" to the strategic expansion of brand companies. This problem will become more obvious under the market conditions in 2011, or it will become a huge bottleneck for the development of enterprises in the local market.

Unpredictable services in the third-tier home market are problems

In 2010, the local home furnishing stores continued to increase in terms of operating area and brand concentration, and “split” out professional furnishing stores in the categories of home furnishing, building materials, and soft decoration; the “downward exploration” of major brands has also become a trend. Well-known home furnishing brands such as Fengxiang, Shengxiang, Faenza, Wrigley, Huida, etc. are intensively promoted by CCTV advertisements, local station advertisements, traffic along the route and other models, and continue to increase brand recognition in the minds of consumers.

Professional service becomes fatal

What is the value of well-known brands and well-known trademarks? To allow consumers to recognize your "brand", home furnishing companies have to do a lot in the third and fourth tier markets. Mr. Li, who just completed the decoration of the wedding room in 2010, believes that in terms of services, the practices of some home furnishing brand companies are obviously not yet in place, and it is difficult to form an absolute competitive advantage.

In October 2010, Mr. Li suffered a lot from the "run-in" with a well-known bathroom brand. First, there was an error in the process of home delivery, inspection, and installation, and then the process became a confused account of "wrong will be wrong". He pulled his finger to calculate for the reporter. In the process of urging the enterprise to return the defective product and reinstall it, he negotiated for nearly 2 months and made countless calls. "Every time, the same person picks up and claims to be the general agent of the province." Mr. Li said, which made him wonder whether the company has only one service staff handling the after-sales service in the province.

"The key is that because of my busy work, my father did the delivery for me, and some flaws were not seen. I think there are certain problems with the company's approach. They should carry out quality inspection or notification when they leave the factory. I have to receive the goods by myself, not as an excuse to refrain from doing things afterwards. After that, I have been struggling to negotiate with them. Even if the product is not bad, the interest in the brand has almost disappeared. "

When asked whether the after-sales service of other household products meets the standard, Mr. Li said that high-quality service of brand enterprises is an important factor in choosing brand products, but from the practical experience, even brand companies cannot meet the service standards . "There is no big difference from some miscellaneous army." Mr. Li said.

In the third- and fourth-tier markets, the price-performance factor is the first choice for consumers, and the brand's influence has not yet been fully established. The worries of more companies are that once they reach the local market, they first fall into the siege of "miscellaneous army". These miscellaneous brand military wins are cheap; if companies can no longer seek breakthroughs in product quality and after-sales service, competitiveness will disappear. The operation of enterprises in the third and fourth tier markets is generally undertaken by agents and distributors. The service awareness of individual agents is not strong, and the professional skills cannot meet the needs of customers. There is also a problem of insufficient manpower. "It has become a major obstacle restricting the development of the brand.

"Service innovation" is imminent

In the local markets of third- and fourth-tier cities, the brand communication mode of well-known home brands is dominated by local TV station advertisements, transportation hubs, and established advertisements on the main traffic lines. The investment in advertising costs is not small, but these advertising costs "Smash" into it, how to get more profits?

For branded home furnishing companies that are vigorously entering the third- and fourth-tier markets, building a more complete distribution network and creating a more rapid and professional after-sales service team is the concentrated expression of the company's core competitiveness and the real enterprise The key to winning the "Miscellaneous Brand Army".

With the introduction of a new round of national real estate regulation and control policies, the first-tier cities are stormy and the trend is undecided, there will be more brand companies to join the "nuggets" journey of third- and fourth-tier cities, and competition in the local market will gradually intensify soon . In this regard, Jia Feng, chairman of Huanai Home Furnishing Group, which continues to enter second- and third-tier cities, believes that with the development of the home furnishing industry, after-sales service issues will become an important basis for consumers to choose brands in the future. Only by continuously innovating in service methods and accelerating the frequency of after-sales service can enterprises meet the growing consumer demand of consumers.

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