Open up new channels of furniture distribution channels into the diversification of the times

Since 2008, due to the financial crisis, the furniture industry's export big slide, a considerable number of export enterprises begin to turn to domestic sales, domestic furniture, the rate of increase, thus the domestic furniture market competition heats up. In the domestic market, entering after 2008, the domestic real estate market transactions remained in the doldrums, many enterprises are facing more difficult. In this case, the businesses pull out all the stops have to open up new channels for a variety of furniture distribution channels into the diversification of the era.

Main channels: still the mainstream of
At present, dealers as the main stores for the distribution platform, is China's furniture industry, the main marketing mode. The pursuit of scale advantages, many former stick to a single domain, stores began to slowly break through the limitations of geographical areas in order to unify the brand chain in a manner that staking their claims around the country, and eventually developed into a channel chain giants, such as Surprisingly, home and so on. This supermarkets through nearly 10 years of development, is now more mature, more to build more stores, the scale is growing. In the furniture store selling furniture, furniture companies can expand as the store's expansion. As the furniture, the product characteristics (weight display, consumption of space), general agents, dealers with their own channel, terminal networks, is difficult to fully penetrate, to cover all the areas where their own corner of the ideal. These stores, or with agents, distributors indirect, or direct cooperation with manufacturers in order to finalize the brand furniture, the ideal of the market penetration of the terminal, eliminating the need for self-built channels, many of the hardships. Therefore, many furniture companies or agents, distributors to set up shop regarded as a shortcut to enter the market quickly.
However, to set up shop there are also some problems. First of all, manufacturers and distributors in the value orientation will appear on non-uniform situation. Manufacturers will make their own products and brand positioning, or classical, or modern. But many stores are not very clear position, usually in a store where tens of thousands of square meters, classical, modern and other styles have. Hypermarkets show to customers and consumers, the positioning of absence, is a relatively common problem.
Secondly, in recent years in the real estate market, spurred by the rapid development of the country the number of new furniture hypermarkets continue to increase at the same time, more and more foreign investment started to pay attention, and into the circulation of domestic furniture. In the furniture industry chain, the store has been gradually replacing manufacturing brands, master the right to speak, so that the leading furniture industry chain, from manufacturers to manufacturers, distributors and stores changes in the circulation game manufacturers. The furniture industry in the current channel is king of the status quo, the hypermarkets and the strong interests of both games, so malls and furniture manufacturers often produce a variety of contradictions.
In addition, many domestic chain stores is just the landlord &'s primary role is to rely on rent, real estate appreciation to make money for the service capacity of the channel have yet to upgrade.
Addition to the usual chain stores, the industry cluster-style furniture store is also a business sales channels can not be ignored component. Industry cluster refers to the various types of furniture stores are concentrated in one area, forming a regional brand, such as Guangdong music from, Xianghe, Hebei Province, Jiangsu, Chengdu Wuhou calabash mouth and other places, all with furniture stores, sales known. Guangdong Music from the total area of 300 million square meters, annual sales of 30 billion yuan; Jiangsu calabash a total area of 1.2 million square meters mouth, the annual sales of 8.0 billion; Xianghe a total area of 1.2 million square meters, annual sales of 6 billion yuan; Chengdu Wuhou a total area of 1 million square meters, annual sales of 6 billion yuan.

Self-built channels: the rapid development of
In the big bad case of the economic environment, many furniture enterprises are facing decline in same-store sales, field rental are constantly rising, cost of doing business continues to increase and so on. It also enables producers and stores all kinds of conflicts between the increasingly fierce. It is precisely because the traditional distribution mode of existence of furniture manufacturers, distributors and stores all kinds of conflicts between the many strength of furniture manufacturers and dealers began to emerge from traditional furniture stores on his own product sales. Looking at the whole country, more and more furniture manufacturers began to self-built direct-to-consumer marketing channels. For example, the royal monopoly and currently has more than 2,000 chain-rich island currently has more than 1,600 retail stores, the Federal is currently more than 300 cities across the country has reached more than 1,000 chain stores, daughter and two tigers have more than 1000 stores .
Manufacturer self-built marketing channels can be divided into Direct and joined in two ways. The establishment of direct sales stores, can be more complete embodiment of the manufacturer's brand image, market positioning and business philosophy, but the manufacturer's financial, human resources, have higher demands, need to invest a huge effort, and the pace of development is relatively slow. The absorption of franchise, you can quickly reach their target markets and sales channels through distributors quickly gain a firm foothold, but because of varying quality of dealers, distributors may result due to various reasons and the impact of brand image maker after-sales service issues.

The new channel: shown great promise Zhengrong
In recent years an increasingly competitive, and the traditional sales channels revealed a wide range of issues, in order to fierce market competition, rapid rise, a number of furniture manufacturing enterprises began to explore how innovative marketing model, in order to regain control of the leading chain Right.
The last two years, a number of furniture industry on the network continued to increase investment in online stores, furniture, furniture industry, marketing, e-commerce is becoming a new favorite. In early 2008, Hei Bao dream to spend the first to launch an online mall, opened up by the media hailed as a successful marketing of the third way of furniture. In November 2008, Hu Yaobang Hu Yaobang furniture, opened an Internet Shopping Mall; December 28, 2008, Shenzhen, a good century furniture, century furniture, a good launch of e procurement network; June 25, 2009, Qu-US "e world" online shopping mall Zhengshishangxian ; still product delivery services, Red Star; Micron, Orient Home, Jimei, blue Jing Li Jia, TATA and some other well-known enterprises have been launched or are preparing to launch its own online shopping mall, the first squeeze of furniture a new e-commerce pie.
Internet sales advantages are obvious. Can effectively reduce the operating cost is the biggest advantage of online sales. Online Mall opened to reduce the cost of organization and management; removed from stores such as the middle of channels effectively reduce the channel of the burden of the product ones who enjoy the most preferential prices to the consumer; also increases the efficient use of time and space so that people are not enough you can filter out the household products for more product information. However, Internet sales are also inadequate, such as low-cost is the biggest advantage of Internet sales, but it is also a double-edged sword, too low prices will impact on the existing physical store furniture enterprise sales channels. At the same time, the network effects of the credibility issues and products in the gap and the reality of the problem must be resolved.
In addition to networking, home improvement company, has become a furniture industry sales of a new channel. As the home improvement company, and consumers to reach more and more affinity, and has a natural head start. Therefore, as market development, some decoration companies to provide consumers with the process of renovation, the furniture will be recommended to consumers. Chong Wei Sun, chairman of real furniture, said that in this mode at least 30% of the price gap. Although the home improvement company, as the furniture is not the role of the channel is very important, but home improvement company, and the furniture business combination, making furniture companies are not able to compete with the agents when the author adds a sales channel, you can and traditional channels complement each other in order to alleviate the pressure on traditional channels

Exhibition: the growing importance of
In addition to the daily sales channels, for some of the furniture industry, domestic and international exhibitions of various sizes of its products from entering the distributor, the consumer a golden channel. Show how to use this platform to do a good job of marketing, has become a large number of furniture industry the problem can not be ignored, but also a key business development and growth factors.
A professional furniture exhibition in China there are about more than 20 large and small, some scholars have probably put them into two categories: one is based on the furniture industry bases or cities, or a combination of the two exhibitions organized by a professional furniture Council; the other is dependent on a particular administrative region of central cities, most of the provincial units, taking into account the radiation surrounding area organized by a professional furniture exhibition furniture industry as a window display area. From this point of view of division, Guangzhou, Dongguan, Shenzhen, Shunde Furniture Fair and the annual event held in Shanghai in September, "China International Furniture Fair is clearly the former, while Chengdu and other places Xianghe exhibitions organized by the fall into the latter persons. However, these domestic exhibition in terms of their degree of specialization, such as the United States with foreign high, Milan, Italy, Germany, and Cologne Exhibition ratio, there is a gap.