In recent years, the competition in the hardware market is becoming increasingly fierce, and the drawbacks of traditional sales channels are also gradually exposed. In order to gain a dominant position in the competition, the hardware enterprises actively explore new marketing models, and the promotion of the Internet, the sales channels of the hardware industry are increasingly diversified. This is a good thing. The hardware enterprises can effectively integrate the advantages of various channels, and then borrow their strength to avoid various kinds of risks effectively.
First, store operation: high cost and high dependence
In recent years, hardware sales channels are still concentrated in stores, and hardware companies with certain strength and reputation have accelerated the pace of entering large stores. People in the industry believe that the choice of brand hardware in the brand store door stores, on the one hand, want to use the strong appeal to build their own brand influence; on the other hand, it also takes into account the market environment, marketing and service system and so on easy business operation.
But with the increasing rents of stores and shops, the cost of raw materials and logistics is also increasing. The rising cost is the high cost of hardware industry channel. In the relationship between hardware and stores, there are unavoidable dependence on enterprises.
Two, private shop: Economic and human cost increase
In recent years, more and more hardware enterprises focus on the operation and management of independent stores. The chairman of a hardware brand said: first, the standard store is to enhance the service platform, the two is to restrict the bad behavior of each store through the unified price system.
Through unified system quality assurance, after sale service unified standard, as well as the public's common concern and supervision, this is the store mode we want to build.
As a matter of fact, the opportunity and adjustment of the self run shop mode coexist, the development of the self run shop is like a double-edged sword. The economic and human cost of the channel of the self run shop will also become an important factor to test the development of the enterprise.
In today's society, the human cost of a store is also increasing. Similarly, the support and training for every store is also an important input of cost. The higher the cost of unit number and the higher the cost of unit sale, it seems to be a vicious circle of channel.
Three, tooling channels: the money needs to be prudent
Many cities are changing from rough housing to hardcover housing.
The proportion of hardware products in refined decoration projects is increasing. Construction projects have become a very important channel to promote hardware products.
Four, e-commerce channels: both advantages and disadvantages are half innovative and breakthrough
In the treatment of emerging e-commerce channels, some hardware enterprises think that the performance of e-commerce is relatively poor, material, details, installation effect and so on can not be displayed, the whole hardware business e-commerce has this limitation.
Others believe that the electricity supplier must be the new business mode in the future.
Channel chain, like water flow, flows from distributors to terminals and eventually flows to consumers. To grasp the current consumption habits of consumers is always in line with the future direction of development.
Many hardware companies began to test the water business channel, but no one has explored a suitable way and mode for development now.
In the future, hardware enterprises need to explore more models, including ways of expression. Efforts should be made to break through the limitations of the exhibition so as to achieve certain breakthroughs in the way of expression of e-commerce system.
The diversification of the marketing model has further promoted the growing competitive development of the channel cost and the homogenized products, and weakened the competitiveness of the hardware enterprises in the terminal market. Therefore, the importance of the channel construction is becoming increasingly apparent. The new direction of the transformation of hardware enterprises.
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