Recently, a home furnishing company's store in Tianhe District opened. At the opening ceremony, guests gathered at the opening ceremony. Among them , there were more than 100 home improvement design companies . In addition to the wonderful programs and the enthusiastic hospitality, the guests There are gifts. After a little bit of calculation, you will know that such an event, even performances, meals, drinks and gifts, can not be achieved without a budget of more than 100,000 yuan.
This is actually just pediatrics. When a well-known store opened, there were nearly a hundred banquets, many of whom were designers, plus luxury versions of performances, gifts and raffle prizes. This evening, the event budget is estimated It is close to the level of 1 million yuan, and the amount used in designers is estimated to be about 300,000 yuan.
For enterprises, it is a matter of course to seek benefits. Why do home furnishing companies spend so much money on designers? It is because designers are closely linked to the numerous performances and benefits of home furnishing companies.
"Design sheet" can account for up to half of sales
In foreign countries, after charging the design fee, the designer did not say that he would return from the building materials or furniture. However, in China, designers charge rebates from home furnishing companies, which is almost a hidden rule that everyone in the industry knows.
How important is designer recommendation for home furnishing companies? A person in charge of marketing of a well-known building materials company told reporters that last year, "design sheets" accounted for roughly 10% of their company's total sales . 10% . For a company with sales of RMB 100 million, this should be considered a considerable share? However, immediately after this sentence, he said in frustration, "Last year our" design sheet "did not do well enough, the boss is very dissatisfied with us for this!"
When the reporter conducted an unannounced visit as a designer, he found that many home furnishing companies expressed that they had a very good cooperation with designers. The store-level staff of many companies said that the share of "design sheets" can reach total sales. About 10% -20% , and one of the companies that do high-end building materials products, the person in charge of the secret interview with the reporters revealed that nearly half of the brand ’s sales in Guangzhou last year were directly or indirectly Promoted by the designer.
- Reminder Two measures to avoid "rebate" losses
As a decoration owner, how to avoid the losses caused by designer rebates? Zhao Taiyu, an engineer at the Woodpecker Supervision Company, said that it is not difficult to avoid the risk of a designer or decoration company taking a "rebate", just refer to the skills of seeing a doctor in a hospital. When the designer presents his own design intent, the designer will open a "square", which lists the materials that need color, style specifications and quality requirements, or specify the material brand model, and the decoration owner will follow this "square" "Most of them go to the material market and compare the three, including comparisons on group buying websites, so that you can get materials at reasonable prices.
Another important trick is that when decorating owners buy materials, they can claim to be their counterparts in decorating. Now there is a large engineering demand to purchase materials uniformly. In this way, it doesn't take long for the material supplier to reveal its own reserve price. After all, this year, the business is difficult to do!
Even the investment has to look at the relationship with the designerIt is precisely because the recommendation of the designer is very important that many home furnishing companies regard it as an important channel to operate with heart. In the flagship store of a well-known building materials brand, a dedicated designer lounge is set up, as long as designers passing by can enjoy free eating and drinking services here. There are also many design materials and books for designers Flip through. Some companies will also regularly organize designer tours that make a significant contribution to the performance of the company.
There is more investment in softness. A well-known furniture agent will organize a large-scale designer reception in a few months. There will be new product introductions on site, and some top designers will be invited to provide business exchanges. The reporter found that nearly half of the companies that sell mid-range or higher-level household products have dedicated people responsible for liaising with designers. Last year, Guangzhou hosted the Asian Games, many renovation projects were temporarily suspended, and the home improvement industry temporarily entered the off-season. In the off-season of this industry, many companies took the opportunity to organize familiar designers for friendship.
Even home furnishing manufacturers will consider the "design sheet" when recruiting dealers. A person in charge of investment promotion of a well-known company in Guangdong made it clear that under the same conditions, people with a large number of design company or construction company relationships will be preferentially selected, and even willing to provide more preferential conditions for those with such resources.
Home stores also have a large number of designer resources on hand. Relevant persons in charge of multiple home stores have revealed to reporters that when the market is not easy to do, in addition to regular promotions and group purchases for consumers, they also regularly organize designer activities. Only when there is a good relationship between them, it is easy to attract investment, and the merchants who have entered the market are also easy to do business, so they are willing to stay.
Grasshopper tied to the same rope
For home furnishing companies, as long as the designer and the company have reached a cooperation, each other can easily become a grasshopper tied to a rope.
Because many companies require designers to sign cooperation agreements with them, while other companies do not require each other to sign agreements, but also leave information such as business cards, ID copies, bank card copies and other materials. Although, home furnishing companies will declare that all information is kept confidential and only used for corporate accounting purposes, on the one hand, it also means that the designer has left the handle in the other party; on the other hand, when the designer next time and home furnishing When there is a "business transaction" between enterprises, it is more convenient to request product information or receive rebates. This relationship of mutual restraint and mutual utilization makes it easy for designers and enterprises to become a stable community of interests. Many home furnishing companies claim to have long-term cooperation with many designers, also for such a reason.
In the interview, some companies also reported that providing rebates to designers was not what they wanted, but it was a last resort. Some people in the industry spit out bitterly to reporters: "Looking at the competitors who have all made a lot of business through the" design sheet ", we are also jealous, and we have to provide some rebates, but our product price system is more realistic. The profit is not too high, so the product discount is low, the rebate is low, and it is often excluded by ( designers ) . "Perhaps it is also to reduce the excessive restraint of designers. Now many home furnishing companies have cultivated their own home improvement designer team. , Like Boloni, Liangjia and Shangpin Home Furnishing, provide whole-house home furnishing services, operate with all-inclusive prices such as materials and construction and installation, and reduce the loopholes in designer rebates.
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