At every corner of life, the voices of customers are getting bigger and bigger, and they have become the most important factor driving the transformation of business society. Enterprises must face an era dominated by consumers. The transformation of distribution channels must also be driven by customers. In the context of rich materials and symmetrical information, the value orientation, core content and consumption patterns of customer needs have undergone fundamental changes, and their needs are increasingly oriented towards overall solutions, more choices and value experiences, and convenience. And rights protection and other aspects. This makes it impossible for manufacturing companies to create value that meets customer needs only on their production lines. It is necessary to upgrade and integrate the functions and resources of the channels, provide complete products and services, and maintain customer relationships. And what kind of experience will e-commerce that will come to us?
This customer-driven channel change is an opportunity and challenge for many companies in the era of customers. If enterprises actively face and adapt, they can establish the competitive advantage of “channels are kings and win-win terminalsâ€; if they are passively avoided and passively beaten, they will eventually be abandoned by channels and markets.
Under the macro-control, the furniture market has also encountered a cold winter. The information returned by the market, regardless of sales or production, has encountered unprecedented pressure. The future impact of enterprises is the marketing model, that is, the breakthrough of channels is a problem that every enterprise should pay attention to.
Analysis of the advantages and disadvantages of various current channels
At present, the furniture companies have the following modes:
1. Experience store: The furniture experience is irreplaceable;
2. Flagship store: a large store experience model with a single brand or multiple independent brands;
3, standard store: usually in the furniture professional store to display a single series of products in the store;
4, community store: close to the consumer earlier than the competition, and provide services;
5, discount stores: clean up inventory backlog products, but can not affect the brand's sales model.
In addition, with the advancement of scientific and technological information, new channels are also emerging, which is what our furniture companies have to pay attention to:
1. Online store, which sells through the shopping website. In general, the classification of online stores: B = C or C = C. Among them, B=C can be a self-built website of an enterprise, or it can be set up in a sales website similar to Taobao Mall. In addition, C=C usually adopts the form of network agent for investment promotion, promotion and sales.
2, TV direct sales: through the professional TV direct channel promotion - video and audio effects are far more likely to impress consumers than the plane.
3, album marketing: through the targeted release of the album promotion - content is very important: repossession, renovation, Feng Shui, design, promotion, etc.
4, designer marketing: through the promotion of home improvement designers - designer registration, grade review, score statistics and so on. In addition, we need to pay special attention to online shopping.
Advantages and disadvantages of online shopping
In contrast, the three survival modes of the website: payment, logistics, brand (or product). It should be noted that the number of views on the website does not mean that there is a high transaction - conversion rate. In the past two years, more companies have used the network to save property costs and sell products at low prices. This behavior is precisely the brand's grave. There is also a desire to achieve linked sales through the online marketing model and increase the unit price of the customer. At present, one word: difficult. More companies have promoted the "online experience" promotion language, but more encountered technical bottlenecks. In addition, the logistics and after-sales service encountered after the sales can not be completed - this requires the emergence of professional logistics and distribution companies. At the same time, under online shopping, there is a need for product packaging and combination methods specifically designed for online shopping.
What type of product is suitable for online marketing?
Supplementary purchase furniture: shoe racks, CD racks, hangers, laminates, folding table chairs, etc.
Personalized furniture: products with a sense of design, fun, and regional characteristics.
Single category, cost-effective furniture: mattresses, sofas, dining tables and chairs.
What type of product is not suitable for online sales?
Comprehensive, systematic furniture; furniture with high added value and experience; furniture with excellent pre-sales service; complex furniture for after-sales installation.
In addition, under the prevailing e-commerce, when channel members and channels conflict, we will torture the value of the dealer: the value of the future?
It is undeniable that the existence of dealers is the support of more furniture companies. For example, in terms of capital: reduce the financial pressure of enterprises and share risks; channel management: multi-channel operation and multi-store operation coordination and distribution model establishment; sales management: sales team management and incentives, implementation of enterprise terminal tactics and brand promotion; logistics Distribution and after-sales service: inventory management, handling of complaints and after-sales; with the deepening of the distribution revolution, the value of regional agents has become increasingly prominent, and it is already predictable that it will be the future trend of furniture channel development; logistics center: logistics distribution coverage of local market To ensure delivery, quality and after-sales; training center: regular and irregular shopping guide, installation staff training to ensure standardization; marketing planning center: local market market regulation, statistics, advertising promotion; capital operation center: joint venture joint venture Carry out.
Channel integration has become a trend
In summary, the single channel is the core of all the furniture industry's current difficulties, and the future changes must be a composite channel! ——The premise of the composite channel is the unification of the price, and the biggest potential benefit of the enterprise is to control the retail price of the terminal!
Today, when the channel is surging, distributors need to create value by embodying value and gaining value. Driven by the market, channel integration began to leap into the eyes of people. However, channel compositing is also facing some problems, such as how to effectively compound, how to accurately compound users, how to compound products, and so on. Therefore, channel integration has yet to be explored by furniture companies and domestic distributors.
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