Cupboard companies effective channel model

Cupboard companies focus on cost-effective channel models

With the intensification of market competition and the increasingly rationality of consumer spending concepts, many cabinet manufacturers have gone deep into the competition in marketing concepts, overall market promotion, and other “surface” competitions such as simple product, price, and store layout.

The homogenization of cabinet products is becoming more and more serious. As cabinet companies continue to expand their markets, publicity and sales costs have also gradually increased. Due to the limited manpower and financial resources, cabinet makers are increasingly concerned about how to choose an effective and economical channel model so as to effectively expand the market and achieve maximum output with the minimum input.

Whether or not to settle in a large shopping mall is still controversial

Cabinet companies should pay attention to economical and effective channel model

Cabinet companies should pay attention to economical and effective channel model

The industry believes that the development of the cabinet industry is relatively late, in addition to the traditional dealer channels, there are some disputes in the cabinet industry in the choice of the store, on the issue of whether large stores should be settled, according to the size of the company, each There are also differences in the views. The substantive problem is that the channel construction of the cabinet industry is not as mature as the electrical appliances. The monopoly position of major electrical appliance stores such as Suning and Gome determines that only the electrical manufacturers can only acquire market share. The channels of the cabinet industry have not reached such a monopoly position. Therefore, there will be debates in the industry on whether it is necessary to enter large-scale stores.

Cultivate new agents or select mature agents

In addition, in the construction of traditional channels, each method is not the same, some cabinet companies choose to spread the net, cultivate new agents, after a period of inspection after the survival of the fittest. 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 cabinet 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 labor-saving way, but at the same time, the company should also be loyal to the distributors. The degree has some degree of doubt.

But no matter what, cabinet companies want to stand out in the fierce market competition environment, they must choose the most suitable channel construction method according to their own characteristics. Whether it is to consolidate the existing channels or to open up new channels, It is one of the company's development strategies.