The trend of the terminal channel of the furniture industry has evolved into a trend of diversification

I. The evolution and trend of the terminal channels of China's furniture industry

Chinese furniture has experienced 30 years of development, old brands and old brands have gradually awakened, and the regional marketing sector has begun to rise. The market is changing, the terminal is changing, and the manufacturing company is changing. Furniture companies can't just be satisfied with the role of the manufacturer. Now the platform of the store is the operator. In the future, the company itself may set up this platform and act as an operator to personally do terminal sales, but the existing model in China is not really Go to the most terminal.

The mode now facing, how to improve the industry how to break through, this is the stage that the furniture enterprise itself must encounter. The one-to-end dream of manufacturers is slowly turning into reality. In the era of "channel is king, terminal wins", the fastest and fastest for the most end-users, so that manufacturers and channel providers are boiling.

Changes in consumer spending behavior and rich commodity choices are changing the pattern of China's furniture industry channels; channels are gradually sinking from cities to urban areas and rural areas. In recent years, many companies have used the city as their main battlefield. However, the excessive competition in the city has become a “Red Sea” and the return on investment has been decreasing. Urban areas and rural areas have become the choice of many enterprises; the zero-order channels are favored by enterprises. The so-called zero-order channel is that the enterprise directly sells the product to the consumer, and does not pass through the intermediate link. Where does the company sell its products to consumers? That is the Internet.

Enterprises should thoroughly understand these trends, adjust the organizational structure of the enterprise to adapt to this change, and create a unique combination of marketing channels according to the actual situation of the enterprise. Only in this way can we gain the initiative in a changing market and create maximum profits.

Second, the diversification strategy of China's furniture industry terminal channels

Around the manufacturers, agents and terminal distributors, the pattern of China's furniture terminal channels has been booming in the past two years, especially the fierce competition in the furniture sector in various regions, bringing many new variables to the increasingly complex channels of the market environment. We believe that in the next few years, furniture manufacturers will be more diversified in channel selection.

Future furniture industry channel conjecture: First, leisure shopping complex. Commercial real estate is directly implemented to marketers and manufacturers, without the concept of landlords; Second, supermarkets. No matter which period, low price, large quantity, and continuous profitability are the magic weapons to win; Third, the network platform is convenient and wide, the way the younger generation favors; Fourth, the experience hall (living hall). The industry research of the single product structure is aimed at the needs of consumers, and the purpose is very strong; fourth, the dealer uprising. The future model, which has a comprehensive elemental inheritance, is not expensive. Combine supermarkets, networks, experience centers, and CBDs. For example, Red Apple's experience museum model, Qumei's online marketing model, and the federal change exclusive agency are the same mode of joint operation in the same city. JSWB has created a never-ending pavilion in the core area of ​​Pazhou Exhibition, integrating exhibition and retail functions. .

The diversification and flattening of channels has become an inevitable pattern for local enterprises. The era of relying on single channels to win has become a thing of the past. In an increasingly competitive, buyer-driven market, companies should not only obtain cost advantages through channel flattening, but also strengthen the understanding and control of the target market by achieving channel flattening, and enhance the competitiveness of enterprises. The marketing channel is the traditional circulation planning task, which is to deliver the right amount of products to the appropriate point of sale at the appropriate time, and present the products to the consumers in the target market in an appropriate display manner to facilitate consumers to purchase. The diversification of the marketing model has further promoted the healthy development of competition.

Third, the future wins, manufacturers, distributors and consumer industry chain win-win model conjecture

With the development of China's furniture industry, the industrial chain is gradually divided into raw material production, finished product production, and marketing. These links are usually completed by different manufacturers and distributors. There are also cooperative and restrictive relationships between raw materials suppliers and finished product manufacturers and distributors. As the impact of the financial crisis on the furniture industry spread across the entire industry chain, industry insiders are more aware than ever of the importance of cooperation with upstream and downstream companies.

For the industrial chain of the furniture industry, how should we construct it reasonably and effectively? As every enterprise on the chain, we must have the industry development consciousness of “one glory, one loss and one loss”, and always adhere to the customer-centered and provide the best quality service. Only when everyone regards the needs of satisfying customers and owners as the highest goal, and in every aspect of business management, “honesty first, quality first”, we can create a benign relationship of mutual dependence, mutual trust and mutual support. In a cooperative environment, we can work together to provide our customers and owners with the most satisfactory products and services.

In terms of resource integration, entrepreneurs should focus on inter-industry cooperation. There are many cooperations in the same industry, but often encounter bottlenecks in the practice process, which needs to strengthen the complementary advantages of related industries and optimize the supply chain with the industry. The cost of the logistics industry has risen by more than 30%. Enterprises must save money and misplace marketing. At the same time, they must be based on one yuan and diversified development to diversify and reduce risks.

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