Cabinet market: use channels to divide 100 billion astronomical figures

In recent years, the sales volume of domestic kitchens has been increasing year by year. According to the authoritative department's forecast, in the next three to five years, the total kitchen intention demand will be about 39 million sets, an average of 7.8 million sets per year, and the resulting kitchen electricity market space is nearly 100 billion yuan per year. Faced with such a huge market share, how should the kitchen electricity market be “divided”? At this time, it is time for companies to show their channels and compete for strength.

Agency channel

Throughout all the cabinet circulation channels in the country, large shopping malls occupy the largest market share and gather all the leading enterprises in the cabinet industry. However, a large number of Chinese small business clusters have been thrown to the brink.

In the current Chinese cabinet industry, SMEs account for nearly 60%, and small and medium-sized cabinet companies are unlikely to receive large orders or even international orders because they do not have such a level. These companies do not have advantages in terms of cost, brand, management, R&D, and capital. In the face of fierce market competition, these small and medium-sized enterprises that cannot enter the mainstream channel, the sales model of joining and acting become their ideal choice.

The sales model of joining and acting can just solve the thirst of small and medium-sized cabinet enterprises. Its biggest advantage is that it can withdraw funds more quickly, and can make full use of the resources of dealers in the market to let their products quickly occupy the market. However, the premise of doing a good proxy model is to improve the company's own market management capabilities and continuous support for the terminal.

Alliance signing

In fact, the concept of alliance signing has been popular in the cabinet industry. The form of affiliate marketing is essentially an initiative of like-minded merchants to integrate resources together, give full play to their respective advantages, and tide over the difficulties together. At present, the home building materials market is the buyer's market. The supply of products exceeds demand. In addition, new channels such as group purchase and community collection have been added on the basis of traditional stores, which makes the competition increasingly fierce. It is a good choice for enterprises to survive and form core competitiveness through alliance. .

The most important thing is that through the alliance, cabinet companies can learn from each other, learn from each other's strengths, further improve their business methods, and serve consumers more specifically. The CEO's signature is just a form of marketing. It is the key to winning the market by truly allowing consumers to enjoy the best quality products and prices.

Self-operated store sales model

According to the survey, some large-scale cabinet brands choose self-operated stores as the “secondary road” for marketing channels. Cabinet companies' self-operated stores push the interpretation of the brand and the promotion of culture to the extreme value, which is one of the main reasons why most cabinet companies value self-operated stores.

"The self-operated store is not 'Wanjin Oil', he is mainly suitable for large-scale cabinet enterprises of scale," an industry insider said. Due to the large initial investment required by self-operated stores, the capital turnover of enterprises is a test. In addition, site selection is also one of the main factors to be considered in self-operated stores. The traffic situation and consumer groups determine the success of the location of the self-operated store.

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