Furniture case challenges the traditional sales channels by the network marketing chain hot

The lack of the high price of the traditional model of services face challenges

Distribution of furniture production enterprises to small and medium-sized family businesses, most in comparison with other mature industries, the overall management of the furniture industry, a lower level of awareness of modern management of poor marketing, lack of a systematic strategy of market competition and management tools, the majority of enterprises is Comparison of single-competitive practices, demonstrated by a low-level competition.

It is understood that the traditional retail model of the furniture to the main operating lease stalls, furniture producers do not directly contact consumers, but the form of wholesale products issued to the dealer to sell, it is difficult to control the market price of furniture, and dealer rent venues invest a lot of decoration store, out of their own interest, do not want to minimize the profit, which makes the traditional marketing of household goods shopping center it is very difficult to carry out, at the same time, distributors and operators by the strength of their own quality constraints were unable to consumer to provide the best after-sales service, consumers and manufacturers are unable to extricate itself from its own embarrassment. Facts have proven that this business model very difficult to protect the interests of consumers, it can not meet the needs of the market.

This reporter has learned that in order to achieve optimal to price, many consumers began to purchase a new form of, for example, buy the network, such as factory outlets, it is easy to see that the traditional dealer sales model as the main challenges encountered have been become an undisputed fact.

One mode of production and marketing chain of the rapid rise of

In order to compensate for the shortcomings of traditional sales channels, as well as stores in order to save to pay the high rents, some manufacturers began to chain operations and the industry soon attracted a chorus of applause, many companies surveyed said that they believe that the furniture chain would be within the furniture market in recent years, the only way.

Introduced to the industry, the distinctive characteristics of chain extended chain to the furniture industry, the current in our view there is still a considerable freshness and strangeness. In fact, this business model has been popular in the world, more than 100 years, as early as in the United States in 1865 singer sewing machine company franchise began operations, after becoming the retail trade, restaurants, services widely used forms of business organizations. Chain has the following characteristics: You can play the advantages of economies of scale to achieve economies of scale; brand and a strong sense of service; can be standardized by means of advanced management. It first made the manufacturer of new and higher requirements: share a brand, an image of total trees, manufacturers must not only have unique products, sales and service, but also have the ability to maintain this advantage, so as to ensure the steady development of the health system chain. As a franchisee, in their operations in accordance with the requirements of manufacturers, unified store name Maung, unified purchase, unified price, unified service, in other words, business as long as the standard requirements in accordance with the manufacturer "clone" can be not only easy, but also in manufacturers under the brand has embraced灵肉One can easily achieve the effect of an unlimited future.

Highly sought after network of channels still need to cultivate a bright future

In addition to the chain business model, the home network marketing is also becoming more prevalent, in addition to this trend by market competition, businessmen eager to influence a breakthrough, the deeper reason for this is that consumer attitudes and the way change is.

Reporters in a National Retail Federation's Web site recently published the results of a survey to see, "Although the global economic situation is grim, but most retailers believe that the home network sales system for their sales to a turn for the better . "

This is entitled "Network sales 2008: earnings, economic situation and the analysis of a variety of channels," the survey shows that 72% of the domestic retail network of sales channels that the channel is more suitable than others in this special period of economic downturn. According to the survey indicated that 81% of the home network business in last year's sales are profitable, 76% of the network marketing business the previous year is also profitable. Half of the business that in 2007 the relative price increase in 2006, of which about 36% of sales from existing customers.

For the survey, the shopping mall said they recognized responsible person. A well-known brands of furniture distribution Chengdu told reporters, in fact, as early as the previous two years, some companies have taken note of the strong network of marketing, but from the site is to promote the role of corporate reputation. But now the market is different, we started to really pay attention to network marketing brought about by mining the substantive value of the input with fewer expectations of a better new channels.

Although network marketing has so many advantages, but the furniture manufacturers surveyed indicated that they simply will not rashly try to network marketing, may be a simple as an entry point to promote the gradual deepening. The reason that there are generally two, one, although the dealer business model is now a challenge, but not devoid of any merit and a certain period of time, they still achieved sales force manufacturers, network marketing channel of dealers and manufacturers of existing channels matching through the low, the current most of the quality of furniture dealers is not high, let them accept new ways of marketing it would be extremely difficult; Second, the market acceptance of the need to keep training, mostly in Sichuan furniture sold 23 markets, these markets than the number of Internet users are quite different from the primary market, in addition to furniture has its particularity, in the absence of effective guidance mode, very few people will be finalized in order to order online, it can not be achieved overnight doomed Network Marketing .