Flooring company channel laying the storm

The desolation of the property market did not allow the floor industry to have a momentary ebb, with the Expo expo in the floor, the floor environmental protection warfare, the floor technology warfare, and the floor price war. The entire industry was surging, and the channel struggles through them, and there is no sign of dissipating.

Related industry sources believe that the development of the floor is relatively late for electric and other enterprises. In addition to the traditional distributor channels, there are also some disputes over the choice of the store floor industry. The question of whether large shopping malls should be settled is based on There are differences in the company's scale, and there are differences in opinions. The substantial problem lies in the fact that the construction of channels in the flooring industry is not as mature as the electric appliances. The monopoly status of major electronics stores such as Suning and Gome is decided. Only appliance manufacturers settled in order to gain market share.

The channels of the flooring industry have not reached such a monopoly position. Therefore, there will be a debate in the industry whether or not there must be large-scale stores. In addition, the particularity of the products in the flooring industry has also constrained certain enterprises from entering large-scale stores. Floors are after-sales products, after-sales problems must be to the factory to the site. If there is no perfect dealer network in the local area, the outcome of blindly entering a large shopping mall cannot survive for a long time.

At the same time, this characteristic of the flooring industry also determines the barriers for the flooring industry to develop new channels. According to the author's understanding, some large-scale flooring companies such as Shengxiang, Jiusheng and Hongnai have already stepped in or will soon be involved in e-commerce. However, e-commerce development must have marketing outlets in different regions and have relatively complete after-sales service capabilities. Therefore, many companies do not With the ability to expand new channels.

It is understood that in the construction of traditional channels, the methods of the various companies are not the same. Some enterprises choose to spread the network widely and cultivate new agents. After a period of inspections, the survival of the fittest will be eliminated. This method of selection may lead to real money in the sand, but it may also result in high costs and create a bad impression on the brand image in the minds of consumers. More companies may choose to merge and choose among some mature agents, and use the channels of other brands for their own use. This is a relatively easy and effortless solution, but at the same time, companies should also be loyal to the distributors. There is some degree of doubt.

During the visit, the author also found that some large-scale large-scale branded companies, like the iconic floor, not only vigorously expanded their traditional channels and expanded their market share, but also began to engage in new channels to increase the promotion of new channels; of course, there are also new ways. Manufacturers who take the channel of individuality, such as Pan-American flooring, are an extremely excellent manufacturer that will make market segments. Therefore, it is not so active in the construction and expansion of traditional channels.