Manufacturing enterprises and channel the flow of business will always be a contradiction: the intersection blending and allelopathy. The same is true of the furniture industry. Furniture industry is a typical flow of the channels to create brand brand is stronger than the industry, because consumers in general terms, they tend to only remember where they are buying furniture, and can not remember what their own brand buy furniture. However, for this situation, many furniture manufacturers have begun to alert. With the power of manufacturers grew, they began with the traditional distribution channels are very difficult game, the furniture industry, which also showed a wide variety of channel models ... ...

1, exhibition channels
The exhibition relies heavily on the survival and growth of the furniture industry, a variety of large and small exhibition at home and abroad is the flow distributor of furniture products, consumers of a "golden channel." How to use this platform to do a good job marketing exhibition, many furniture companies have become the problem can not be ignored, but also business development and expansion of one of the key factors.
China's major furniture exhibition about more than 20 large and small, perhaps scholars have put them into two categories: one category is based on the furniture industry base or center city, or a combination of the two major furniture held exhibition; The other is to rely on a regional administration center of town, mostly to the province as a unit, taking into account the radiation and the surrounding area organized by major furniture exhibitions, as a display window of the regional furniture industry. From the perspective of this division, Guangzhou, Dongguan, Shenzhen, Shunde and March each year in August (due to the Olympic Games in 2008 to adjust the relationship between month 9) Furniture Fair held in Shanghai in September, as well as the "China International Furniture Fair" Clearly belong to the former, and Chengdu, Hebei Xianghe exhibitions are held while the latter belong to.
Of course, these national exhibition in terms of its degree of specialization, such as the United States and abroad, high points, Milan, Italy, than the exhibition in Cologne, Germany, etc., or more distant than bad.
Second, agent, distribution patterns
Furniture products to enter the exhibition are a consumer aspect, the bridges with exhibition, furniture manufacturers will be faced with the next general channels the next aspect - agent or distributor.
Clear distinction between agents and the key distributor is required to see whether the main commercial buy products from manufacturers to obtain ownership of Products. Agent on behalf of companies to manage their business, rather than buying enterprise products, but manufacturers must be given a line of conduct of operations, the ownership of the goods still belong to the manufacturers. Products of non-personal use, but on behalf of enterprises will be sold in the market Product. The so-called "agent" generally refers to earn a commission agent of the commercial business unit, the chain is "manufacturers - (agents) - the consumer." Distribution funds are purchasing directly from the company, and resell the goods market behavior in the market, the product is not same for their own use. The so-called "distributor", generally refers to money from corporate barter and obtain ownership of the commercial products, the relationship between the chain are "factory - distributor distributor - consumer."
Agent, distribution pattern of channels is common to others, therefore, these two models we usually collectively referred to as "agent model." Agent model is probably the oldest of all industries, the most classic and most common mode of the channel.
Model based on the number of sub-agents can be divided into three categories: First, the exclusive agent, the first two games are less agent (2-3 at home), three are multi-agent game (3 above).
According to the manufacturer of the extent of the infiltration of agents can be divided into two categories: First, the infiltration agent, that is part of the shares held by the company sales agents; two is an independent agent, that is, in the capital and other items remain independent sales agents .
By agents can be divided into layers: one, single-agent system, is the face of all the agents directly, including the rights of different agents of the large and small agent; two, multi-level agent system, the company does not directly address all the agents, by agents of small agents the development and management.
How to select the specific agent model, depending on the different types of products, consumer groups, to the characteristics of different market scale, the company the nature of a combination of factors.
Three, third-party store model
Because of the characteristics of furniture products (re-display space consumption), general agents, by virtue of its distributor channel, terminal network, it is difficult to fully infiltrate the areas where the coverage to their own corners of the various ideals. At this time, played the role of the various types of relay third-party stores appeared. These stores, or with the agents, indirect cooperation distributor, or direct cooperation with manufacturers in order to finally finish furniture brands on the market penetration ideal terminal. On the current characteristics of the country store, general store the following four types:
Cluster-type stores. Refers to all types of furniture stores are concentrated in one region, as well as the formation of a regional brand, such as Guangdong Lecong, Xianghe, Hebei, Jiangsu and Chengdu Wuhou I calabash, etc., are furniture stores, sales of that. "Music from the Guangdong area of 3,000,000 square meters of total annual sales of 30 billion yuan, 70% of exports; Jiangsu calabash mouth area of 1,200,000 square meters of total annual sales of 8.0 billion; Hebei Xianghe area of 1,200,000 square meters of total annual sales of 6.0 billion million; Chengdu Wuhou a total area of 1,000,000 square meters, annual sales of six billion yuan. "A New Perspective of Enterprise Management Research Center, ZHANG Yi, chairman of the four major clusters in particular the Temple store survey summary scale.
Chain stores. In order to pursue the advantages of scale, a lot of stick before a single store domain, start slowly break through the limitations of geographic areas to unify the brands chain approach throughout the country, "Happy enclosure", and finally develop into a giant chain of channels, such as Red Star Meikai long, was home, and so on stars. Of course, many chain stores are mostly just "landlord" role, mainly by the rent, real estate appreciation to make money for the service capacity of the channels have to be upgraded.
General of stores. From the sale of the contents of speaking, many chain store shopping is integrated, such as, even homes, on stars and so on, are not only sold furniture, but also sell furniture and other home-related supplies; also make building materials stores, which generally sell furniture, such as B & Q, Daming Palace and so on, lot of buyers are "one-stop" decoration of the main store to buy furniture. Stores have more than this home, "General", such as in the Trust-Mart, Carrefour and other chain stores and some department stores, we can also figure to see the furniture, but such occasions are a lot of the furniture "remnant "brand, when consumer spending was" some mind how long. "
Characteristics of stores. Some special at "small and complete on", "Link area of Shanghai, such as, the going is a 'small' and 'wide', both 'fine' and 'deep' the route. Because 'small', so more can ryoden radius around the community, closer to customers; because 'Canton', Ling radius better be able to occupy the position of the overall situation of those who seek big stores can not do. "ZHANG Yi comments on this model. At some special brands on the selection criteria, such as the Arc de Triomphe in Wuhan, Kinmen and Matsu are more than 40 agent in the high-end furniture brands, these brands are good in one area, such as the royal plate, metal Cognex board, children's furniture I love my family and so on. While others are special in style, on the classification of taste, such as Dynasty, Shunde good at music from several stores, such as there is "modern shops", "affordable shops", "Royal Shop," "noble store," "home support Design Center "and so on, each with its own exciting live each method.
Fourth, the separation mode of production and marketing
Lot of people think the industry as a business, whether taken by him are self-employed or distribution, or both should be considered "isolated sales" to do. Separate production and marketing "is an example of" (CHEERS), Zhi Min-Huaare owned by the Hong Kong arm of a subsidiary, but at time of operation, the Chi华仕the production and marketing are completely independent, it is For this reason, at the International华仕Chi, Hong Kong and the domestic market of the implementation of strategic growth. Such as the Northeast and then double-leaf furniture, at the workshop have been taken to carry out the management of this model, its main purpose is to workers in order to enhance a sense of responsibility and enthusiasm, which urged the department to save costs and create higher value.
"No matter the mode of distribution to take the manufacturers or the mode of self-employed, or the reunification of the mode of procurement for sale not to mention, after the manufacturers' production and marketing Separation 'will be a trend." This industry is becoming more and more consensus decision-making.
Friday, self-terminal
Increasingly powerful channel to become a furniture furniture between producers and consumers together insurmountable "divide." This prompted the germination of many furniture manufacturers to enter the commercial area of the "impulse" to look the country, a growing number of furniture manufacturers began to set up direct-to-consumer. This self-channels can be divided into two categories:
One is the individual channel brands, including Direct and joined in two ways, such as an island of the rich currently have more than 1,600 retail stores, at the National Federation is currently more than 300 of the city has reached more than 1,000 chain stores, chain royal monopoly has been up to more than 2,000, more than 1600 full-Friends, Shuanghu掌上明珠and store more than 1000, and so on;
A regional brand channels, such as furniture industry in Shenzhen to "Shenzhen furniture" regional brand with the call of the United百余家local furniture enterprises, collective enterprises into jewelry Nanyang "Minsk" plaza home. As the management of Shenzhen Furniture Trade Association make full use of their decades of accumulated resources and management, to invite the industry's top furniture sales training division of the training team store Minsk, Minsk before opening at the staff to conduct ongoing training of the system and take a variety of incentives to encourage staff to master as many major sales and service skills. Minsk to allow the trainees to acquire the most advanced and professional sales and service skills, continuing to train staff Minsk, the Minsk and then to build the core competitiveness of enterprises for the Shenzhen furniture to explore the expansion of low-cost channels a new path.
Six, network marketing
At present, Europe and the United States and other developed countries in total trade volume of e-commerce turnover of the average percentage was 56%, that is, in developed countries, there is more than half of the people to act are carried out online. In China, the use of network marketing in traditional industries utilizing the most successful apparel industry than PPG. Although there are a lot of the PPG mode of criticism, but its e-commerce model is the relationship between the elements of its success. PPG models tell us that the traditional network marketing industry to imagine the existence of infinite space.
At present, the furniture industry, there is also actively trying to in this model, such as Bao Xi Meng, Hu, Jing Li family, such as blue, and two years ago, Beijing has called home, a home station website easy access to the overseas success of risk investment, the site claims to be the "B & Q Online."
The benefits of network marketing it is clear that it broke through the restrictions on sales area; to provide information from the quantity of the products can also put restrictions on the most recent and most detailed display of information to customers so that you know him full of products; direct the implementation, in order to provide consumers with enormous price concessions; course, there is an obvious disadvantage, on the network and product credibility problem with the display of the effect of the gap between the reality of existence.
However, there is still a solution: the network can be guaranteed by the third party credibility, demonstration effects may be through network technology problem to solve.
Seven, warehouse sales
Treasury is currently at home in Beijing to do more successful in this regard. A lot of big businesses such as furniture and other rich island, was at home in Beijing after the exit, located on the Home Library selection. "Where the price can be lower than the general store about 30 percent." An Analysis of the industry. The main cost savings are: First, the cost of store layout, as long as a warehouse store on the list, save a lot of display space; two, storage generally built on the outskirts of place compared land prices cheaper than the city; Three, because only from the role of the warehouses, eliminating the cost of store personnel promotion.
Eight, Home Corporation
Drugs of a very effective marketing channels are doctors, a lot of drugs through a doctor's prescription that 'authority' of the channels into the hands of consumers. In fact, the furniture industry, there are many such "authority", if properly utilized, can also become a low-cost furniture brand marketing channels. There appears to be a real decoration is trying to become such a channel, that provide consumers with the process of renovation, it is hit by the "quietly" to promote the consumer brand furniture at home, it hit home, said Chairman Wei Sun, " In this mode, there is at least 30% of the price gap. "Home for the company, build a new once said" It is the enemy of home shopping. " Build a new car at it, once the growth of home improvement companies do not need in the market after purchasing, and direct procurement from manufacturers; if people are to go directly home decoration Home good, "As a result, you are not U.S. This is the shopping, home shopping's not playing. "
Of course, the Home's current products as a channel for furniture is not very important role, but one thing is certain, Home of the combined company and the furniture, the furniture industry is also at work with not enough counter agents, they can insist go two ways, complement each other, in order to alleviate the pressure on traditional channels.