Furniture enterprises to self-help channel mode change quietly staged furniture – office furniture, furniture channel – office supplies industry
After 2008, some dealers "Landlords" self-help, the 2009 furniture manufacturers, stores, distributors more thinking about: how the furniture, what mode channels can not only help the industry long-term, healthy development while protecting the interests of many parties, to achieve open.
Decline in market demand, in order to win-win situation, businesses, stores, distributors eyes were on to the end, the company under its own power, channel experience, regional differences have a new channel structure
Cooperation Mode. The sales decline in the face of the dealer and future prospects, but also eager to find a model, sharing the market risks. Store in the current market environment, seems eager to shop, to enhance the environment, go sit in the old way of collecting rents, lack of innovation from the fundamental mode power. Industry practice, enterprises in the channels have a strong voice, but with the growth of dealers, many provinces have some very strong distributor, they sell based on their years of experience in line to start trying with the regional multi-brand line, line of large area with the brand, store or shop self commercial brand name.
High degree of industry recognition, in 2009, the Chinese furniture industry reshuffle in order to avoid collapse in the shuffle, industry people have made power terminal market, integration of channels, courageously. Foreign competition by the larger environment within 30 years of development experience and doomed, furniture channel mode change has been quietly road.
Enterprises to extend the terminal channels:-operated stores increased
Once upon a time, operated stores began to be brought more and more, operated stores in the produce, manufacturers are strong, in order to avoid
Proxy Distribution of defects, more corporate image to display set up. Now, manufacturers settled sub-operated stores open hypermarkets Direct and independent shops in two ways. There's the advantage of two ways: factory direct management of the store, to maximize the control store style, price, marketing philosophy, and the fastest display of corporate new product, because there is no dealer link, their price has more advantages , high profit margins. Manufacturers both manufacturers and distributors of dual identity.
Direct settled in supermarkets in many ways a very popular first-tier cities, especially in the furniture manufacturing company focused on the city, shopping mall where a high proportion of enterprise direct sales stores. By the end of December 2008 opening of the Shenzhen Century Center? Meikailong (see map) Square, home life, the manufacturers settled in the operated stores more than 50%, while the store is the first 8 generations Meikailong store model, since Business proportion high, sufficient to illustrate this model attractive to manufacturers and stores, but also illustrates the vitality of this model is growing. Settled in Shenzhen Century Center? Meikailong Allen House is a member of many direct sales stores, said its manager, Deng Hongyu ": furniture industry in Shenzhen, this well-developed first-tier cities, furniture dealers return on investment has been less than some of the second and third tier cities, although the large body of furniture sales, but the rent, labor costs are all high, investment, leading to low returns.
Many dealers have set our sights higher rate of return of other cities. Business on the ground, set up direct sales stores is fairly obvious advantages. "And settled in the direct sales stores compared to supermarkets, independent supermarkets to open outside the outlets, on the business requirements much higher. Because after independence, although the mall can get rid of rent control, but how attractive is also a popular difficult problem. Taihe Group Chairman Guo Xinwen that out of the store to open direct sales stores enterprises in a product must have characteristics, and this feature is by no means a two products, a series of distinctive, but the company's products continuing ability to innovate, to keep the characteristics maintained. have this ability to take this channel business model. Meanwhile, Guo Xinwen, chairman of that: do direct sales stores enterprises, companies and distributors two integrated, easy to confuse the identity of companies and dealers, the operation of the process must pay attention to management in place and has a separate warehouse. If you do not separate operation, it is easy to lead the company was not aware of their problems lie, from which a profit. not distinguish profit from which one, do not know how many stores to bring the operation proceeds. on the development trend, operated stores seems to be increasingly popular, more and more furniture companies have joined the ranks operated stores, but the industry is recognized , operated stores management more difficult, require a higher level of enterprise management.
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