Store channel sinks How does the home industry channel king?

With the expansion of store expansion in 2010 until now, home furnishing brands have kept a low-key resistance or even acquiescence to store expansion. They are planning to use other channels to release this pressure, and they are also stepping out of their channel focus. A step of. The expansion of the store has made the brand more aware of the crisis of putting eggs in a basket, and also realized that the development of the brand's store has always been controlled by the destiny. Of course, the store is now the mainstream trend of home consumers shopping, and the brand will naturally not rush out of the store channel. For many home furnishing brands, channel transfer is already imminent, not only the promotion of store expansion, but also a presentation of consumer trends.

Designer channel —————— The embodiment of personalized consumption era

As decoration consumers' demands for home design space become more apparent, their dependence on designers is increasing day by day. Because of this personalized pursuit, designers have assumed the responsibility of designing and selecting materials in the decoration of homes. Many decoration families have given power to the designers, fully trusting the designer ’s concept, especially in the purchase of materials aspect. Of course, because designers have a better understanding of the industry, they will give consumers more suitable ideas, allowing them to avoid detours during decoration.

At the recently held "Traversing Chinese and Western? On the Southwest of China—Thousand Designers Summit in 100 Cities in Ten Cities in China (Chongqing First Station)", Mr. Lin Wei, President of Yingpai Ceramics Group, told reporters that a function of the design after improved living standards It will become more prominent, and it is necessary for enterprises to promote design to make the home space more beautiful and humanized. And with the continuous improvement of product structure, sales channels are also expanding, so that home products can promote home space and consumer demand through designers. Strengthening the construction of this channel with designers can allow Eagle products to better meet the needs of the city and consumers.

Network marketing channels-products of the Internet era

The Internet marketing mentioned here includes two aspects. One is the marketing activities carried out through the Internet, such as the promotion of online advertising and the initiation of online group purchases, followed by the traditional and mainstream e-commerce channels.

At the end of 2010, the latest report from CNNIC, China Internet Information Center, showed that the number of Chinese netizens reached 420 million, and the Internet penetration rate reached 31.8%, which was higher than the global average of 21.9%. In 2009, China ’s online shopping market was close to 250 billion, reaching 248.35 billion, an increase of 93.7% With the increasingly stable growth rate, the scale of online transactions in China is expected to exceed 1 trillion in 2013. According to a survey by authoritative departments, from 2010 to now, 35% of the 420 million netizens choose to purchase goods online. These huge data all reflect the huge consumer market of e-commerce, which opens up a huge development space for home furnishing enterprises. This information indicates that online marketing channels will become another huge stage for home furnishing enterprises, and will become a strong market for building materials and home furnishing sales pressure in the future.

Independent store channel-release pressure from multiple stores

The expansion of the store has put pressure on home furnishing companies. The rising rents, the low sales performance of the store, and the investment of costs have forced home furnishing companies to find another way out. Opening their own independent storefront has become their only choice. Through the independent storefront, home furnishing companies can more independently control all aspects of product sales, and can also bring more opportunities.

Mr. Gu Guangping, Director of the Strategic Center of Dinggu Group, told reporters that Dinggu is planning to build a large-scale experience store, and will more consider leaving the store, and choose a little more local, so that the cost is less. Secondly, it allows consumers to experience richer products, because the area of ​​independent stores will be relatively large, which is a change from sales to independent stores. There is also a combination of online and offline resources, using three-dimensional animation technology, high-definition technology to build a large product database. Through the digital screen of each store, let customers experience more of our products online. This is the concept of a digital store. This is a new sales model we are exploring.

Reporter's postscript: The traditional store channel should have occupied a dominant position in the choice of sellers in recent years, and the momentum is like a rainbow. Countless stores have closed down due to their own mismanagement or the survival of the fittest in the competition. There are also "shelf" stores that have chosen to shift the brand's center of gravity due to the blind expansion of home furnishing companies. Also because of the impact of the development of emerging channels. These Objective or subjective factors have caused the market share of stores to shrink continuously. Designer channels and online marketing channels also bring many problems to home furnishing companies at this stage. As the saying goes, "there is also a way to win, but also a way to lose". How can a home furnishing company succeed on the channel is worth our expectations!

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