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The sales channels in the wardrobe industry include three main categories: independent channels based on self-operated stores and franchise chain stores, non-independent channels based on building materials stores, and now emerging online sales.
Building Materials Store: Channel Sharing
Achieving "channel sharing" with the help of more complete sales channels in professional building materials stores is a marketing model commonly used by domestic home building materials companies.
Wardrobe enterprises enter the building materials store, on the one hand, they can use the existing distribution network of the building materials store to quickly enter the local markets, eliminating the pain of building their own networks; on the other hand, the building materials store has a collection of brands that can provide consumers with one-stop shopping Convenience and comparison of convenience, has become the first choice for most consumers.
However, everything has two sides. It is difficult to highlight the advantages of a single brand product because of the large number of large building material stores. In addition, because the thresholds set by stores are generally high, the enterprises that settle in must have their own product characteristics and advantages. This poses great pressure on wardrobe manufacturers with limited size and strength.
Self-operated stores: steady and steady
Self-operated specialty stores are self-produced and self-sold. Enterprises can effectively manage their sales terminals. The company ’s business ideas and strategies can be implemented without compromise. The business behavior is more standardized and it can directly and effectively deal with all kinds of operations. problem. At the same time, companies can design their own stores and create a brand image.
Self-operated stores also have strong profitability, close to the market and close to customers, which is suitable for the personalized and customized characteristics of the overall wardrobe, which can make better use of resources and enhance the competitiveness of enterprises. It can be said that this is the most stable and ideal sales channel.
However, self-operated stores also have weaknesses, especially high cost investment is the biggest weakness. Because the construction of self-operated stores requires a lot of capital and manpower, although self-operated stores look beautiful, they are difficult to promote on a large scale.
Franchise chain: rapid expansion
Joining the chain can be said to be one of the most popular channel construction methods in the overall wardrobe industry. Absorbing franchisees can quickly and effectively promote products to enter the target market and rapidly expand the market, with fast speed, low risk, obvious results and easy operation.
In addition to occupying the market and earning more profits, the joining of franchisees is also conducive to the overall wardrobe enterprises to seize the corresponding market resources such as funds and talents in various regions, and to provide enterprises with strategic resource reserves.
However, joining a chain is not a panacea. Whether the franchise store can be used to effectively develop the market and make profits depends on whether the company has sufficient product competitiveness, whether it has an effective franchise policy on the market and remote control management capabilities for the market.
Some enterprises lacked sufficient attraction and binding force for franchisees. After a period of cooperation, many franchisees appeared to "go orders" and "fly orders" by selling dog meat, and even some franchisees took advantage of The nurturing of the manufacturer, after the plump wings are full, will stand on its own facade and start anew.
Online sales: difficult to cross obstacles
The Internet is a good place for wardrobe manufacturers to promote the brand, but the short-term increase in sales may not help much. Because the overall wardrobe is a customized product, it needs to be measured by the designer on the spot and then customized, making it difficult for the online sales of the wardrobe industry to be launched on a large scale.
Today's popular online group purchases can indeed increase product sales in a short period of time, but if there are quality problems, it will have a big impact on enterprises.
In addition to the above channels, the sales channels of the overall home furnishing industry also include decoration company channels, engineering channels, and so on. Many manufacturers believe that the wider the channel is, the more favorable the product sales are, but this is not the case. The key to the effectiveness of channel expansion lies in the production companies' grasp of themselves and the market. Only by finding the model that suits you best can you succeed.
For a wardrobe company that wants to dig a bucket of gold in the domestic market, establishing a suitable sales channel is the foundation of success. On the one hand, we must constantly strengthen our own "internal strength"; on the other hand, we cannot rely too much on a single sales channel. In terms of channel construction, we should take a multi-pronged approach, maintain a stable distribution team, use a unified image and unified marketing to ensure the integrity of the sales channel, and then effectively replicate it throughout the country.
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