At present, the Chinese home furnishing industry is in a period of shock. A series of factors such as inflation, real estate regulation, and rising labor costs have greatly affected the development process of the Chinese home furnishing industry. Under such a large environment, the competition in the home furnishing industry has also changed. An in-depth industry reform has arrived. As an extremely important link in the home industry's interest chain-the distribution channel, there are quietly a series of signs of change. Industry experts pointed out that in the coming period, the home industry channel reform will mainly appear Three major trends.
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Obvious integration
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Integration means that production-oriented enterprises obtain the ownership of distributors or retailers or strengthen their control, and adopting the franchise chain is the most versatile and effective integration method. This is because as the various types of terminal expenses continue to increase, the value of the enterprise in the entire value chain begins to be affected. Based on this, home furnishing companies begin to strengthen the control of terminals through acquisitions or self-built channels.
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Integration makes enterprises more powerful in controlling terminals and maximizes profits. At the same time, the construction of terminal stores is also a display of corporate image, which can promote sales.
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Terminal mediaization
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The competition among enterprises is not only the differentiation of the products themselves, but also how to influence consumers to make purchase decisions in the terminal, and how to compete for consumers? It is the core. But at the terminal is nothing more than the harassment of the competition from the display to the pile, from the price war to the gift war. This form of competition can neither really enhance the brand nor completely surpass the opponent. If the enterprise adopts the terminal media method, it will complete a leap from the form of competition.
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The terminal mediaization is mainly a new method for building the brand's terminal image and multi-angle and multi-directional terminal layout to enhance brand influence and boost sales. Its contents include:
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1. Basic display, pile head, hanging flag, POP and other conventional images;
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2. The advertisement of the terminal LED screen is played synchronously, the professionalization of the promotion staff, the uniformity of the image, the special display, the special-shaped pile, etc .;
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3. Information transmission from the aspects of product design and product concept;
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4. The mediaization of the terminal should also play the role of word-of-mouth, such as the on-site sales of promotional personnel, of course, it needs professional training and the purpose of publicity through oral communication. At present, attention resources are becoming scarcer. As long as companies can pass information to consumers in the first place, the chance of winning is greater than that of competitors.
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Digitalization of channel management
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In order to ensure the efficiency of terminal business personnel, in 2013, more home furnishing companies will adopt digital management to manage channel business. The core of digital management is the collection of business data by terminal staff to complete sales orders, terminal management, and work effectiveness.
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Business personnel collect information through the mobile phone digital terminal collector: 1. Visual content collection of the terminal, including pile head, display, storefront, etc., can be input by taking pictures; 2. Recordable data collection, including terminal inventory, sales volume, Purchase volume; 3. Information collection of competing products, including promotion of competing products, policies, new products, etc.
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After the data is collected, it is transmitted to the company's management background through the wireless network, and the data is automatically sorted by the background, and the management personnel can view the immediate work results and work dynamics of all sales personnel through the background.
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The digital terminal management system can effectively improve the management level. One is to manage the occupants, and the visiting trajectory of the business staff is clearly visible. The name and time of the visiting terminal are clearly recorded; Integration in a message, when managers at all levels view the operation of a store, they can clearly and clearly see who is responsible for each store and who is the distributor; third is to control the objects and the terminal The order quantity, category, cycle, and whether there are gifts can be clearly checked, and these information are passed to the relevant responsible person. (Editor: Peter)
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