The furniture industry's transformation and upgrading of sales channels have ushered in six new changes
Release time:
2024-02-21 17:20
The furniture sales channels are undergoing six changes: upgrading and refining traditional channels; Diversion of customers through online channels; A new marketing model with online traffic and offline experience has emerged; Specialized independent network channels; The transformation and upgrading of traditional stores and the expansion of new fields; The development of mobile Internet has led to further customer diversion.
Looking back at the growth history of Chinese furniture enterprises and the history of brand growth, it is filled with the expansion of brand channels and the discovery of new marketing models.
In the past few decades, Chinese furniture marketing has gone through three stages. One is product marketing, where products can be sold directly. In the era of shortage economy, products are king; The second is integrated marketing: jump out of a single model, complete in variety, strong in supporting, to meet the needs of customers' multiple choices; The third is strategic marketing, which frees itself from the limitations of product sales and prioritizes market regulation and direction, establishing multiple sales strategies.
In recent years, the furniture sales market has undergone significant changes, and traditional channel distributors have found it increasingly difficult to do business. What are the reasons behind this? The reporter conducted in-depth interviews with senior marketing experts in the furniture industry with this question.
In the eyes of experts, furniture sales channels are undergoing six changes:
Firstly, upgrading and refining traditional channels
In the past, relying on single specialty stores in large stores for sales has evolved into product segmentation, multi-point layout of sales stores, and varying degrees of differentiation of customers. Some dealers even open new flagship stores in traditional or independent stores, or open specialty stores for a specific target customer group, or seize new county and township sales channels, attracting customers from various aspects to achieve performance growth; Some dealers have upgraded from a single brand series storefront to meeting the one-stop shopping needs of customers, opening multiple brand series of products, transitioning from small stores to large stores, from diversion to sharing customer resources, and meeting customer needs from different aspects.
Secondly, diverting customers through online channels
According to authoritative surveys, currently 35% of netizens choose to purchase products online. At present, leading home furnishing brand enterprises are expanding their online channels to compete for more customer sources. Mid range household furniture manufacturer Quanyou Furniture entered Tmall in 2012 and performed outstandingly during the Double Eleven shopping festival. As the earliest mattress brand manufacturer in China, Suibao officially established its official flagship store on Tmall in April 2010. Among listed companies, Sofia, Xilinmen, and others have opened official online flagship stores on Tmall.
Thirdly, a new marketing model with online traffic and offline experience has emerged
In recent years, both production enterprises and distributors have been laying out 020 channels. Brands such as Jinke'er imported mattresses, Lin's Wood Industry, Left and Right Sofas, etc., strive to maximize customer consultation and transaction volume through online layout, achieve crowd aggregation, and promote performance improvement.
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