Analysis on Development of Sales Channels of Furniture Industry

2016-10-18 18:08:11 Views:

China's furniture industry is very obvious regional economic characteristics, production enterprises are mainly located in the south, east, north and northeast regions, Jiangsu, Zhejiang, Shanghai, Guangdong, China's major furniture production base. Shanghai, Jiangsu, Zhejiang as the center of the East China Furniture Industrial Zone; to Guangzhou and the surrounding Shunde, Guangzhou and other places of the furniture industry in the region, Zhongshan, Shenzhen and Dongguan as the center of the South China Furniture Industrial Zone. To Beijing, Tianjin, Tangshan as the center of the North China Furniture Industrial Zone.

Furniture industry market research report pointed out that the furniture manufacturing industry is very fragmented, industry leading market share of less than 1%, the brand is weak, the channel is in a strong position. With the mainstream consumer groups changes, as well as the deepening of Internet technology, home channels of the Internet is an inevitable trend, the future of home channels will be the depth of integration of online and offline. As the inherent characteristics of furniture sales, line stores is still the current home sales of the most important channels, brand home companies rely on long-term cooperation with the store occupied channel barriers, home appliances, home improvement and other new channels is the rise of the potential of changing business models power.

Analysis on Development of Sales Channels of Furniture Industry

成功賣場銷售生活方式,完善售后服務和向線上延伸是其發(fā)展方向。線下渠道經歷了由分散的無規(guī)模單店經營向大規(guī)模家居賣場和獨立旗艦店的轉變。家居賣場主要具備人流優(yōu)勢,但租金較貴,獨立店則相反,并且容易開大店,且對渠道掌控力強。家居賣場方面,以家得寶為代表的經銷模式賣場在中國經營不佳,以宜家為代表的自有品牌直營大店和以紅星美凱龍為代表的家具商城經營良好。優(yōu)質的生活方式購物體驗、賣場內豐富的產品品類、致力于完善售后配送安裝服務和嘗試向線上延伸是宜家和紅星美凱龍的共通點。

Successful store sales lifestyle, improve after-sales service and to extend its line of development. Line channel through the decentralized scale single-store business to large-scale home stores and independent flagship store changes. Home stores mainly have flow advantages, but the rent is more expensive, independent stores are the opposite, and easy to open large stores, and strong control of the channel. Home stores, to Home Depot as the representative of the distribution model stores in China is not good to IKEA as its representative of its own brand of direct sales stores and to Meikailong represented by the furniture mall operating well. Quality Lifestyle Shopping experience, the store's extensive product category, is committed to improving after-sales distribution and installation services to try to extend the line is the common point of IKEA and Meikailong.

Internet home improvement shorten the building materials industry chain, industry consolidation will highlight the channel value. Decent and messy home improvement industry led to its import value has not been brand home business attention. To solve the information asymmetry, shorten the building materials industry chain is the value of the Internet home improvement. For the industry, we believe that: 1, the company's traffic, conversion rate determines the integration of decoration companies and decoration team's voice. 2, the supply chain to determine profitability. 3, remote management will win or lose. 4, focus on market segments, good standardization, accumulation of reputation, is the business model breakthrough. With the acceleration of industry consolidation, the birth of industry giants, brand furniture companies and Internet home improvement company's cooperation will highlight the value.

Brand furniture, sitting channel barriers, also need to embrace the Internet. Brand furniture companies rely on long-term cooperation with the brand stores, occupy a favorable position in the store to enjoy a certain channel barriers; emerging home electric business, Internet home improvement and other channels business model to be mature, but also potential new channels, the need to adapt to the furniture business channels Change, positive embrace. Direct channel stores strong home business through the OBO, OAO try to create a lifestyle experience, to product environmental protection, design to meet the needs of the rise of the new middle class. Rating the main risks facing n real estate regulation caused a sharp decline in trading volume, the Internet process is not up to expectations.