Recently, the domestic industry to emerge "close shop boom", which opened only eight months, "was home," Hangzhou stores closed their doors, the news caused the domestic industry's attention and thinking. "Close shop tide" event, for the flooring industry and even the home industry, to bring more of a reflection on the channel construction.
2011 floor facing the real estate market, industry regulation, rising labor costs, raw material prices and other tests, the face of these challenges,PVC windows how companies should buck the trend, find a new way, become one of the concerns flooring business. Broaden the channel construction is placed on the floor it is the most immediate and most companies need to solve the problem.
Stick to the traditional channels
According to related statistics, the current floor of Building Materials City is still the company entered the main channel of retail, the proportion of more than 60% share, which is the flooring industry's traditional sales channels. Floor of the market in June and July of each year the traditional off-season, many flooring dealer sent a such a voice: "The whole market on life at home, Dekor, several major brands of flooring sold well." It is understood that life at home the floor of the channel construction is in the stage of rapid development, products cover a variety of styles, mainly through the terminal on the development of three or four channels of spin-off in emerging markets, aluminum windows and steadily adding store terminal to meet market demand. According to statistics, the first six months, the number living at home to 282 new stores.
Building Materials City in the short to medium term remains the main channel as a sales floor, building materials stores in the city is also moving towards a "flagship store", "experience store" direction. "Was home," Hangzhou store closed, so flooring materials business in the city, when stationed in a more careful comprehensive thinking.
Multi-channel innovation
In addition to the flooring industry, sales channel presence as "actually the home" such materials outside the city, buy, residential promotion, construction, decoration companies, online sales and other new channels are high-speed developing. It is understood that the flooring industry buy at full swing, such as living at home floor, Shun floor, David floor, Zhengge buy the factory floor and other activities have been carried out, the market response is good. First half of 2011, living at home have in their Nantong, Chengdu and Zhongshan three factories in the thousands of large-scale buy, and buy with these three large factories have achieved impressive market performance. First floor living at home in the Cultural Festival and the Zhongshan factory buy feast on, from Guangzhou, Shenzhen and other cities of more than 3,000 consumers, also visited the home life full of antique Zhongshan factory floor production line, consumers visit the factory, not only floor of their home life with the most direct understanding of the brand, and make life at home flooring harvested order to improve sales.
E-test the water
With the popularity of the network, e-commerce is developing rapidly. According to statistics, in 2011, global e-commerce market is expected to reach $ 680 billion. As of March 2011, the number of Internet users in China reached 457 million, in 2013 China's online shopping transaction is expected to exceed 1 trillion yuan. This data reveals the vast network of the purchasing power of commodity trading network has become a trend. It is understood that there are a lot of flooring companies have their own official website, to strengthen cooperation with the media to promote the network, many companies try to take the course online store to sell products. Currently, Dekor, living at home, Shun and other first-line brands have entered the search room floor home store, home store with the help of popular search room, transacted online, enter the new era of online shopping floor. Dekor Wang Xiaoyu, general manager of the market has been mentioned, the building materials business by city and product information on the network, the network consumers can store customer service to entities, companies and entities by e-commerce store to do this the integration of two channels, and media integration, improve profitability and increase store performance.
Project to open up channels
In addition to this emerging e-commerce channels, the floor is the real estate market will be another channel for the project.