Market research and selection of dealers for ERFURT&SOHN KG
The rich-in-tradition supplier of high-quality wall coverings and inventor of the ingrain wallpaper, ERFURT & SOHN KG, already built up its first success in the northern Chinese market a few years ago. In order to understand the market conditions better on how to systematically build-up sales in China, ERFURT & SOHN KG assigned FE to do a market research in China at the end of 2002. With the use of its existing expertise in the sector of floor and wall coverings, FE presented the ERFURT product program to local industrial experts and potential dealers and/or customers in China.
In this market survey, the demand for wall coverings was analyzed and potential dealers were selected in metropolitan areas of Beijing and Shanghai. During the following inspection journey organized by FE, the owner of the ERFURT & SOHN KG got an overview of the ERFURT wall coverings suitable for the Chinese market and of the sales partners to be considered.
Since Mid-2003 ERFURT & SOHN KG has been present through a distributor based in Beijing in the most important Chinese regions. In particular the real estate business is developing as the central pillar of its sales & marketing in China.
In 2011, along with the restructuring of the Chinese market, FE has been assigned with an updated market reserach and dealer selection. After the project specialist of FE has been trained at the Erfurt head office in Germany, the implementation of the expansion strategy began.