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

成功卖场销售生活方式,完善售后服务和向线上延伸是其发展方向。线下渠道经历了由分散的无规模单店经营向大规模家居卖场和独立旗舰店的转变。家居卖场主要具备人流优势,但租金较贵,独立店则相反,并且容易开大店,且对渠道掌控力强。家居卖场方面,以家得宝为代表的经销模式卖场在中国经营不佳,以宜家为代表的自有品牌直营大店和以红星美凯龙为代表的家具商城经营良好。优质的生活方式购物体验、卖场内丰富的产品品类、致力于完善售后配送安装服务和尝试向线上延伸是宜家和红星美凯龙的共通点。

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.