Furniture production and distribution enterprises are mostly small and medium-sized family-owned enterprises. Compared with other mature industries, the overall management level of the furniture industry is relatively low, the awareness of modern marketing management is poor, and there is a lack of systematic market competition strategies and management methods. Most companies use comparative A single competitive approach shows a low-level competition.
It is understood that the traditional furniture retailing mode is mainly based on stall rental business. Furniture manufacturers do not directly contact consumers, but only sell products to distributors in the form of wholesale. It is difficult to control the market price of furniture. The store has invested a lot, and it is unwilling to minimize profits for its own benefit. This makes it difficult to promote the sales of goods in traditional home shopping malls. At the same time, dealers are unable to provide consumers with restrictions due to their own quality and operating strength. To provide the best after-sales service, neither consumers nor manufacturers themselves can get rid of embarrassment. Facts have proved that this business model is difficult to protect the rights and interests of consumers, and can not meet the needs of the market.
According to reporters, in order to optimize shopping prices, many consumers have begun to try new forms of purchase, such as online group purchases, factory direct sales, etc. It is not difficult to see that the traditional sales model with dealers as the main challenge has become indisputable. fact.
The chain model of production and sales has risen rapidly
In order to make up for the shortcomings of traditional sales channels and at the same time, in order to save the high rents paid to stores, some manufacturers began to try chain operations, and soon attracted the industry to applaud, many responsible persons of the interviewed enterprises said that they think , Furniture chain operation will be the only way for furniture marketing in recent years.
According to industry insiders, the distinctive characteristics of chain operations extend chain operations to the furniture industry. At present, in our opinion, there is still a sense of freshness and strangeness. In fact, this business model has been popular in the world for more than 100 years. As early as 1865, Shengjia Sewing Machine Company of the United States started a franchise chain operation, and gradually became a widely used management organization form in the retail industry, catering industry, and service industry. Chain operation has the following characteristics: it can take advantage of economies of scale to achieve scale benefits; strong brand and service awareness; can use advanced means for standardized management, etc. It first puts forward new and higher requirements for manufacturers: sharing a brand and building a common image, manufacturers must not only have unique products, sales and services, but also have the ability to maintain this advantage, so as to ensure The chain system developed healthily and steadily. As a franchisee, in accordance with the requirements of the manufacturer in the operation, unified store appearance, unified purchase, unified price, unified service, in other words, the merchant only needs to "clone" in accordance with the unified requirements of the manufacturer, not only simple and easy, but also in Under the brilliance of the manufacturer's brand, it is easy to achieve the effect of combining spirit and flesh, and the future is unlimited.
Network channels are highly sought after, the prospects are bright and still need to be cultivated
In addition to the chain business model, home network marketing is also increasingly prevalent. This trend is not only affected by factors such as increased market competition and businesses eager to break through, but also a deeper reason is that consumers' consumption concepts and methods are changing.
The reporter saw in a survey result recently published by the website of the National Association of Retailers, “Although the global economic situation is grim, most home furnishing retailers believe that the online sales system will bring a turnaround for their sales.â€
The survey titled "2008 Internet Sales: Analysis of Earnings, Economic Situation, and Various Channels" shows that 72% of home furnishing retailers believe that online sales channels are more suitable for this special period of economic downturn than other channels. According to the survey, 81% of home merchants were profitable in online sales last year, and 76% of merchants were also profitable in online sales last year. Half of the merchants said that the relative price in 2007 increased from 2006, and about 36% of their sales came from regular customers.
For the results of this survey, the heads of various shopping malls have expressed their approval. A well-known brand furniture distributor in Chengdu told reporters that in fact, as early as the first two years, some powerful companies began to pay attention to online marketing, but at that time the website played a role in promoting corporate visibility. Now that the market is different, everyone starts to really focus on tapping the substantial value brought by online marketing, hoping to get better new channels with less investment.
Although online marketing has so many advantages, the furniture manufacturers interviewed said that they will not rush to try pure online marketing at present, and may use simple online publicity as an entry point to gradually deepen. There are two reasons for this. First, although the dealer business model is facing challenges today, it is not useless. For a certain period of time, they are still a new force for manufacturers to achieve sales. Network marketing channels and manufacturers' existing distributor channels The matching degree is too low, most of the current furniture dealers are not of high quality, and it will be very difficult for them to accept the new marketing method; second, the market acceptance needs to be constantly cultivated, and most of the furniture in Sichuan is sold to two or three The number of netizens in these markets is very different from that of the first-level market. In addition, furniture products have their own special characteristics. If there is no effective guidance model, few people will order on the Internet, so it is destined to not be sold online. .
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