At present, China's cabinet hardware industry's traditional sales channels mainly include shopping malls, self-development halls, and investment promotion. What are the advantages of these forms and what are their risks? Among the malls, they are changing rapidly and strategizing their strategies.
Into the store
At present, China's stores are frequently out of hand. Red Star Meikailong, Xiangjiang Home, Actual Home, Eurasian, and Baianju with impaired vitality. . . . These hypermarkets are all options for cabinet companies entering the store. The advantage of entering the store is obvious. The store has a large flow of people and the credibility is relatively high. Businesses can directly use the fame and popularity of the store to quickly accumulate customer resources.
But the drawbacks are also obvious. First of all, the entry barrier is higher, and it is not easy for small and medium-sized enterprises to enter the store. Secondly, after the time when the "duankou door" has only been revealed from B&Q, people have to worry about the store. At present, people are worried about it. Most of the stores in the settlement of funds on the calculation of the more hit the finer, but often have to organize the activities of the business has to cooperate, resulting in business capital turnover difficulties, profit decline, even more is facing a survival crisis.
Self-development hall
For cabinet companies with certain backgrounds and strengths, developing their own halls is a good choice, and now the home experience hall has become a trend in the development of the industry. However, the requirements for governance and operation are relatively high. First, there must be sufficient funds. Support, for cabinet companies that do not have sufficient funds, the development hall is only a dream; in addition, its own brand must have a certain name, so as to attract customers to their own showroom. With funds and brand support, it is also necessary to take into account many factors such as the location of the exhibition hall, the daily operating costs, and the style of the exhibition hall. It is difficult for those who are not powerful to operate.
Merchants joining
Joining investment has always been the focus of attention in the industry. For mature big brands, looking for franchisees to quickly open up the situation in the country is an inevitable choice. However, the market for cabinets all over the country varies widely, and it is difficult for companies to guarantee that their brands can occupy the local market. Second, the choice of franchisees must be cautious. Many franchisees rely heavily on big brands, but in reality they use it. The name, the line of self-defense, stealing, reliance on all things, to the brand's reputation regardless, to earn a full pity will be gone, which really allows the brand in the franchisee's governance to spend their brains.
Similarly, there are risks for franchisees. There are countless cabinet brands in the country, and franchisees are racking their brains for the choice of franchising brands. Therefore, we have to work hard to manage our own interests.
Can online marketing hold up the future of the cabinet industry?
Relative to the above-mentioned several joining models, network marketing is a new sales model. The cost of network marketing is relatively low, covering a wide range, has now become a fashionable sales model, and the choice of online marketing is also relatively large.
In the coastal areas of Jiangsu and Zhejiang, some cabinet companies have boldly tried online marketing. They simply do not build exhibition halls, do not enter stores, and do not join merchants. They directly set up their own online stores, search for consumers through the Internet, and then let consumers directly Enter your own factory to customize the cabinets. In doing so, it saves many intermediate factors, greatly saves the cost of the middle, and has an advantage in terms of price. Many younger generations of consumers are also very interested in this model. However, the biggest drawback of this model is that the network is virtual, and the credibility of businesses has become the biggest concern for consumers. Many consumers are still willing to experience real cabinet cabinets first in the showroom, while online shops make consumers feel less intuitive and unreliable.
Another form is group purchase
At present, group purchase has already swept the country. The rise of various group buying websites has caused a wave of group purchases nationwide. In the hot scene of group buying, the shrewd and savvy marketer repeatedly defeated the merchants, allowing the consumers on the scene to look at people's hearts and minds, thinking that they had taken advantage of it, and immediately decided to purchase. Businesses also recruit a large number of consumers from the group purchase. However, in recent years, group purchase has begun to have a crisis of confidence. No matter how buzzing the price division teacher is on the stage, the actual price is behind the scenes and the merchant negotiates a good agreement price. Consumers can't really get too much benefit from it. In addition to giving consumers non-profits, businesses must also give certain benefits to the group-purchasing website. As a result, the profits of the merchants are difficult to guarantee. The evil result is that businesses have to make a fuss about quality, after-sales and other factors. The more serious consequence is that many consumers think that they can get more favorable prices for group purchases and they do not buy cupboards through other means. In this way, the group buying website will “seize†businesses and have to participate in various group purchase activities. In the long run, the profits of businesses have become increasingly meager and the pressure for survival has grown.
More rational businesses will choose to cooperate with large-scale websites, use websites to promote their own cabinet brands, and improve their credibility. There is a cupboard merchant saying frankly: “I don’t ask how many orders will be brought directly to me through the internet. What I am concerned about is the improvement of brand influence through the internet.†However, under the backdrop of quick success and instant benefit in the cabinet industry, how many Businesses can have such courage?
Cabinet products belong to customized products, and their marketing strategies also have their own particularities. However, no matter what marketing strategy is adopted, it will never change its identity, shape the brand, increase the credibility of the brand, and enhance the brand's ability to resist danger. I hereby wish that industry insiders in the Chinese cabinet industry can use all sorts of measures to promote brand growth and promote the healthier development of China's cabinet industry.