After more than 30 years of development, the Chinese furniture industry has finally entered the middle stage of growth, and the diversification of furniture channels has become an important performance in this period. At present, China's channels include independent stores, large national chains, local chains, large supermarkets, e-commerce and other models, and are increasingly perfect.
"The soldiers are impermanent, and the water is impermanent." The same is true for the marketing of the furniture industry. There is no permanent and consistent channel model and profit model. The huge domestic consumer group will inevitably derive various levels of consumption structure, and new business models will emerge. However, the author believes that the so-called new "sales model" in the future is only derived from the old model and is adapted to and supplements new demands. With the development of the outdoor furniture industry at a price, competition will become increasingly fierce, and companies and distributors cannot determine which channel model is the "survival rule" of the domestic market. How to integrate resources, form localization, ecology and strategy has become an objective demand for outdoor furniture companies to reduce costs and achieve smooth channels. On the basis of this understanding, the original test conducted a general combing and analysis of the current common sales model of Hebei furniture industry, and discussed the future development trend of outdoor furniture channels.
At present, there are mainly 8 types of sales channels that are active in the field of outdoor furniture commercial circulation: regional distributor agency brands, factory direct stores (flagship stores), chain stores, industrial cluster sales, purchasing meetings, ordering meetings, self-built Furniture stores , "scenario-style" shopping malls, e-commerce, etc.
Channel development requires resource integration as a prerequisite
Whenever an industry pattern is formed, it is always the result of competition among the market leaders. In the end, the competition between industry giants may no longer be the competition of the product itself, and the factors that determine its outcome will be implemented on the channel. Whoever has wider channels will have an advantage in the competition.
But we must note that the competition of channels must still be based on the comprehensive strength of the enterprise. In other words, it must be premised on the integration of enterprise resources. Those companies that have better integration in human resources, material resources, upstream and downstream resources, industrial chain resources, etc., will receive greater benefits,
In the future competition, you can win the initiative.
At the same time, it should be pointed out that the integration of channels is also an important part of resource integration. For example, Dongming Furniture, a leading local furniture chain store in Hebei, has accelerated the pace of resource integration in recent years. At present, the store has become a comprehensive business entity integrating furniture chain circulation, furniture manufacturing , furniture research institutes, furniture exhibitions, and furniture cultural dissemination. Relying on strong scale advantages, it has successively acquired Jinlilai Furniture City and Jinmen Furniture City. Become a wonderful flower in the competition of local stores.
In short, no matter which type or types of sales channels you choose from up to manufacturers, down to stores and distributors, the purpose is to reduce the cost of a single product through resource integration and achieve good benefits. This is the inevitable trend of the outdoor furniture industry towards maturity, and also the only way for development.
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