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In recent years, the competition in the door and window hardware market has become increasingly fierce, and various disadvantages of traditional sales channels have gradually exposed. In order to gain an advantageous position in the competition, the door and window hardware enterprises actively explore new marketing models. In addition to the promotion of the Internet, the sales channels of the door and window hardware industry are increasingly diversified. This is a good thing. The door and window hardware enterprises can effectively integrate the advantages of various channels, and then use their strength to effectively avoid various risks.
Marketing method:
1、 Store operation: high cost and strong dependence
In recent years, hardware sales channels are still concentrated in the stores, and hardware enterprises with certain strength and reputation have accelerated the pace of entering large stores. Some insiders believe that the brand hardware chooses to open stores in the brand store, on the one hand, it wants to build its brand influence with the strong appeal of the store; On the other hand, it also considers that the environment, marketing and service system of the store are easy for businesses to operate.
However, with the increasing rent of the store, the store continues to open, and the cost of raw materials and logistics is also increasing. The rising tide brings high cost of hardware industry channels. In the relationship between hardware and stores, enterprises can not help but rely on several helplessness.
2、 Self-operated stores: increased economic and labor costs
In recent years, more and more door and window hardware accessories enterprises have focused on the operation and management of independent stores. The chairman of a hardware brand said that the standard store is a platform to improve service, and the second is to restrict the bad behavior of each store through the unified price system.
Through the unified system of quality assurance, the unified standard of after-sales service, and the common concern and supervision of the public, this is the franchise model we want to build.
In fact, the opportunity and adjustment of the self-operated store model coexist. The development of the self-operated store is like a double-edged sword. The economic and human costs of the self-operated store channel will also become an important factor to test the development of the enterprise.
In today's society, the labor cost of a store is also increasing! Similarly, the support and training for each franchise store is also an important cost input. The cost per unit quantity is higher, and the cost per unit sales is higher, which seems to be a vicious circle of channels.
3、 Tooling channel: Be cautious when you have money
Commercial houses in many cities have gradually changed from rough houses to hardbound houses.
The proportion of door and window hardware accessories products used in fine decoration projects is increasing, and the construction project has become a very important channel to promote hardware products.
4、 E-commerce channel: innovation and breakthrough with mixed advantages and disadvantages
When dealing with emerging e-commerce channels, some hardware enterprises believe that the performance of e-commerce is relatively poor, and the materials, details, installation effects, etc. cannot be displayed. E-commerce in the entire hardware industry has this limitation.
Others believe that e-commerce must be a new business model in the future.
The channel chain flows from the dealer to the terminal and finally to the consumer. It is always in line with the future development direction to grasp the current consumer's e-commerce consumption habits.
Many door and window hardware enterprises have begun to explore e-commerce channels, but no one has found a suitable method and model for development.
In the future, door and window hardware enterprises need to explore more models, including expressions. Strive to break through the limitations of display and make a certain breakthrough in the expression of e-commerce system.
The diversification of marketing models has further promoted the healthy development of competition. Rising channel costs and homogeneous products have weakened the competitiveness of hardware enterprises in the terminal market. Therefore, the importance of channel construction has also become increasingly apparent. Building a powerful flat channel and providing multiple types of channel experience may become a new direction for hardware enterprises to upgrade and transform.