The sales channel of the furniture industry has entered the era of diversification. The main marketing model still uses the store as the circulation platform
At present, taking distributors as the main body and stores as the circulation platform is the most important marketing model in China's furniture industry. In order to pursue the advantages of scale, many single stores that used to stick to one domain began to slowly break through the limitations of geographical areas, and they ran horses around the country in a unified brand chain, and finally developed into a channel chain giant. Furniture companies' furniture products have certain limitations due to their own characteristics of "re-display and space consumption", so entering the store can be said to be a shortcut to quickly enter the market, and expanding with the expansion of the store has also become a common in the furniture industry phenomenon. In addition to common chain stores, industrial cluster stores are also a component that cannot be ignored in the sales channels of furniture companies.
In the case of a bad economic environment, many furniture companies are facing problems such as declining sales of single stores, rising rents, and rising operating costs. This also makes the contradictions between manufacturers and stores increasingly fierce. It is precisely because of the various contradictions between manufacturers, distributors and stores that traditional furniture distribution models exist, many powerful furniture manufacturers and distributors start to get rid of traditional furniture stores and sell their own products. Looking at the whole country, more and more furniture manufacturers are starting to build their own marketing channels, that is, direct sales and franchising to face consumers directly.
In addition, home improvement companies have become a new channel for furniture companies to sell. Because home improvement companies have more contact with consumers, they are more friendly and have a natural opportunity. Therefore, with the development of the market, some decoration companies will also recommend furniture to consumers in the process of providing decoration to consumers. This sales channel can complement each other to reduce the pressure on traditional channels.
Exploring innovative models triggers a boom in e-commerce marketing models
As competition has become increasingly fierce in recent years, and various problems have been exposed in the traditional sales channels, in order to stand out from the fierce market competition and rise rapidly, some furniture manufacturers have begun to explore how to innovate marketing models to regain control of the industry right.
In the past two years, some furniture companies have continued to increase their investment in online shopping malls, and furniture e-commerce is becoming the new darling of furniture industry marketing. Opening an online mall can reduce the cost of organization and management; eliminate intermediate channels such as stores, effectively reduce the burden on the channel, and give products to consumers at the most favorable price; also improve the efficiency of time and space use, so that people are not You can filter products at home to learn more product information. However, online sales are also inadequate. For example, low prices are the biggest advantage of online sales, but this is also a double-edged sword. Too low prices will impact the original physical sales channels of furniture companies.
According to the survey, consumers' consumption concepts and methods are undergoing tremendous changes, and the Internet is becoming an important way for them to shop. For consumers, online shopping for home products has the advantages of many varieties, many choices, low prices, time and energy saving. For enterprises, e-commerce at home has many features such as saving inventory, saving display space, saving shopping guides and so on. The integration of the physical business space and the unlimited space of the network forms a technological, network, information, digital, remote, e-commerce, and three-dimensional marketing platform. It is obvious that the business model reform has been reached.
A report by the famous survey agency iResearch showed that the transaction volume of the Chinese online shopping market exceeded the 100 billion mark for the first time in 2008, reaching 120 billion yuan in a leap, with a year-on-year increase of 128.5%. Another survey on the home market showed that 81% of home merchants were profitable in online sales in 2008, and 76% of merchants were also profitable in online sales in 2007. In summary, people in the industry generally believe that e-commerce has many advantages, and the home furnishing industry has begun to compete for the "big cake" of online shopping channels is an indisputable trend.
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