For the home industry, the past 2011 is undoubtedly a “cold periodâ€. Whether it is the macro environment or the industry itself, the situation is not optimistic. 2012, where should the home industry go? How should home furnishing companies see the move to become a problem that many home furnishing companies and even the entire industry need to face and think about.
Status: the difficulties of manufacturers and stores
The traditional distribution channel approach has enabled the current home appliance operators to enter a high-cost era. On the one hand, the high rents have made many of the stores in the stores suffer. In addition to the rent, there are also various fees for the selection of fees, festival fees, management fees, store celebrations, promotion fees, advertising and publicity fees, plus the influence of the property market regulation and other social factors this year, some merchants can not make ends meet, Overwhelmed by having to leave or close the door. Although some merchants have not closed or withdrawn their stores, they are also struggling to support them and have a hard time.
Closing or withdrawing a store directly affects the home store. With the nationwide staking of the major chain home brand stores, the number and size of stores have expanded rapidly. At present, it is an indisputable fact that home stores are spread throughout the first-tier cities. Especially in the central city, the stores have become saturated, so the competition is fierce. With more and more stores, and consumer demand has dropped sharply, profits have naturally been diluted, and how to avoid the closeness between the stores and where to start to occupy the market has become a new problem. Many insiders pointed out that due to the economic situation and policies, the collapse of the store in 2012 may continue to surge.
It is understood that in the existing traditional domestic furniture market, from the factory to the hands of consumers, the middle through the agents, distributors, distributors, stores and other circulation links, the price is naturally high. Consumers are also eager for a long-term rationalization of terminal prices.
Breaking the bureau: factory direct sales to solve the bottleneck of industry development
Overall, in 2012, the home market is more and more ruthless. In the face of the bleak shopping malls and the pressure of the resident brands to withdraw from the market, many stores are also actively brewing transformation, hoping to reverse this disadvantage through their own changes. Market situation.
"Price war" may become the main tone of competition in the home industry this year. Some industry experts have suggested that the home industry can fully introduce the factory direct sales model to solve the industry's difficulties. The so-called factory direct sales model is to eliminate the intermediate logistics and labor costs, let the factory and consumers directly face-to-face transactions, to achieve a one-stop service system from the factory to the consumer. Since the intermediate link is omitted, the commodity price is lower than the market price by 50% to 70%, thereby effectively eliminating the price bubble and letting the price return to the value, so that the household goods have a price advantage in the market competition. Introducing this model into the home industry will surely benefit manufacturers, distributors and consumers.
View of all parties
Factory direct sales bring new opportunities for industry development
Zhang Chuanxi, President of the Chamber of Commerce and Industry of the National Federation of Industry and Commerce:
Factory direct sales bring new opportunities for industry development
Factory direct opened a window for us
Directly facing the manufacturers to trade "good quality and cheap"
As far as I know, the factory direct sales model of the South Xiangjiang Group has been successfully operated in Chengdu, Chongqing and Shenyang, and has achieved good results. Through the large-scale wholesale and distribution model of factory direct sales, it has triggered the intensive development of the industry, breaking through the development model of single-store single-spots, realizing the optimal allocation of resources, bringing new development opportunities for the Chinese furniture industry, and promoting the second take-off of the entire furniture industry. . Our Chamber of Commerce is now working with the Guangdong Furniture Chamber of Commerce and Shenzhen Jinhaima to organize a factory to build a wholesale and direct sales platform, to achieve direct face-to-face transactions between factories and consumers, and to reduce a large number of intermediate links, so that the wholesale price of furniture is lower than the market price of 50% to 70. %, quickly realize the seamless links of exhibition and sales resources all the year round, and create a 365-day never-ending furniture factory direct sales exhibition wholesale platform.
Sylvia manager Feng Hailong:
Factory direct opened a window for us
For the average consumer, they often only remember where they bought the furniture and building materials. Therefore, relying on the traditional channel model of the home store, it will naturally increase the operating cost of the channel as the rent of the store increases. In addition, the traditional channel model level of the furniture industry is too much. After the product is layered, the final price has already deviated greatly from the real price, and will eventually be passed on to the consumers, thus making the furniture market more and more weak. This new model of factory direct sales is a good opportunity for our manufacturers to directly target consumers and create a strategic sales platform for the factory, which will greatly boost sales. Now, our company is also looking for a factory direct sales platform that can provide us with this sales model.
Chen Guangyi, manager of a hotel purchasing department in Shenzhen:
Directly facing the manufacturers to trade "good quality and cheap"
If there is a home wholesale platform that can achieve the factory direct sales model, we will certainly support it. Our hotel needs to purchase a large number of beds, chairs and other furniture every year. We have tried to trade directly with the factory, but if it is not a lot of thousands of batches, the factory will basically ignore us. Now if there is such a factory direct sales wholesale platform, we can directly face-to-face transactions with manufacturers. Direct trading with the factory, the price is cheap, the quality is guaranteed, which is a good thing for us companies with a large number of household consumption needs.
After a hard working day, you went home, Pour a glass of wine, Seating on the bistro chair and table, peering ahead, find opportunities for encounter your mind.
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