On to channel expansion, general common mode has three, the first is to store sales; the second is the chain extension mode; the third party is to enter the market open direct store.
First, the rapid expansion of channels
On to channel expansion, general common mode has three, the first is to store sales; the second is the chain extension mode; the third party is to enter the market open direct store. For small and medium-sized enterprises, the cupboard in the third mode required cost too large and difficult to use. Therefore recommended is the first and the second model.
Marketplace is the most preferred brand cabinets enterprises one of traditional marketing. But subject to Cabinet products need customization, time-consuming, money chain length, and other characteristics, the cabinet manufacturers in the cash flow on struggling. In addition, coupled with the strong position of sales area, and stores began to set foot in the Cabinet industry, on the other cabinets store brand produces exclusive, shopping centers and the delicate relationship between the supplier, Paradox simmering, like last year's "top 100 events of ya" and now is proceedings of Interbrew (view map) PK "battle Pak Coalition" event. But it is undeniable that currently sells the field remains many Cabinet Enterprise one of the preferred marketing channels. Sell field on the huge closet product sales lead, many cabinets brand to sell "burn".
The second model is the most cabinets are made to channel expansion mode, it is also worth the small cabinets enterprises try a mode. But need to be reminded that in the dealer channel expansion in most prone to making mistakes has two, one is greedy for greater perfection, another is "for merchants and merchant". For enterprises, in order to occupy the market as soon as possible, and the blind pursuit of product coverage, ignore the brand's strategic layout, whether it is a big city or small picture of a city, eyebrow beard, the final result may be ended in failure. The second type of risk "for merchants and merchant". In order to be able to get products into the local market, as long as the will to put agents dealers agree cooperation, neglect, or overlook the dealer's qualification and business philosophy of audit.
Therefore need to be reminded that in the dealer channel expansion, enterprises must be filtered on dealer. Find those operating concept and service capabilities and the future of the brand, focus on your brand of the Distributor. In commercial cooperation, only like-minded parties to achieve a win-win situation. So the dealer network in the course of development must be indiscriminate.
Also noteworthy is the expansion of the network of sales channels. Due to the power of the Internet is increasing, Internet marketing because of its unique benefits and features become cabinets industry marketing. Especially for the characteristics of their own closet, network marketing in brand awareness and reputation, and so has a unique advantage.
Second, the brand of the route
At present, China's Cabinet market has entered into branding consumer age. When the entire brand architecture has covered all the area and the entire communications extension system is strongly on the rise, it means that the consumer market has entered a "brand awareness and brand consumption period", the brand became the preferred market, while the next is "dominoes" tragic scenario — a lot of small and medium-sized business market into the cupboard was caught in a lifetime, that is what we call "shuffle period". However, at present, China's Cabinet profession or to SME-oriented, most enterprises with annual sales of over 10 million Yuan.
How to build a brand of chain expansion advantage, how to effectively conduct brand market expansion so as not to be eliminated by the industry and market, many small and medium-sized cupboard enterprises showed pressing mentality. After the workshop before shop "husband and wife wife shop" in the initial stage of Chinese kitchen cabinets industry, its existence value and reason, therefore, China has millions of similar companies, the Chinese kitchen surface in the course of the development of prosperity. Today, nearly transparent, industry trend, after the former shops, factories have not suited to the needs of market development, the "change management methods and forms" is a wise choice.
3. control the enterprise cost
Any enterprise survival impetus and ultimately aim to profit. When the enterprise market with a competitor's comparable sales, cost of control is to be the key to gain competitive advantage. Enterprises of any economic activity cannot be separated from material procurement. Cost control is the source of raw materials procurement, cost control, and then extended to the production process, cost control, Office cost control, cost control and marketing. Therefore, reducing procurement costs is the furniture industry costs control key and core.
Referring to the procurement, the procurement of raw materials, parts, or other Office equipment and office supplies procurement, people will naturally think of the word "rebate", this is every business could not avoid "grey areas". For control of procurement "grey area", the enterprise can adopt a "split quote" method, that is, on the basis of various raw materials, spare parts production in the cost of each operation individually, each process costs plus the normal profit as the price of raw materials, spare parts, "goods and prices" than the three companies, collective purchasing decisions, further increasing the transparency of the procurement, and establish a stable supply of cooperation. There are conditions of enterprises could also consider bidding, or e-procurement, and so on, through various channels, and a variety of methods, to the greatest extent possible to reduce costs.
IV. breakthrough sales bottlenecks
Many small and medium-sized furniture enterprises, monthly sales to the 200 million, and would like to make a breakthrough, it seems better than
More difficult to feel the way the invisible Kham. Sales for this kind of situation, usually habitual thinking, that is the "brand" is not enough, but we didn't want those brands rings large furniture factory, how they do the brand, they rang in obscure circumstances, what to do large volume? we know factors affecting sales of many, only to find the main reason for the remedy, enterprise sales breakthrough is absolutely achievable.
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