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In recent years, China's wardrobe industry is in a period of vigorous development. In order to effectively improve the competitiveness of cabinet enterprises, the entire cabinet industry is exploring new marketing models and opening up new marketing channels. It is understood that the current marketing model of the wardrobe industry is still dominated by the direct mode, and some big brands also have a franchise chain business model in the first-tier cities. The industry believes that the "direct + franchise chain" hybrid marketing model has a popular trend, it can not only meet the consumer demand for cabinets, but also to meet the requirements of manufacturers independent brand promotion, the future may become the wardrobe industry The dominant marketing model.
Direct costs are also great big profit mode <br> <br> so-called Direct mode, meaning the wardrobe manufacturer of the products without intermediate sellers directly into the terminal market of marketing. In this way, the direct sales store reduces the circulation and sales links of the intermediate agents, thereby reducing costs and increasing profits. Since every company wants to start its own brand and establish its own furniture kingdom, the direct mode is like a whirlwind that is gradually generated, which impacts the original franchise chain business model.
Experts believe that the direct mode has multiple advantages: first, it can effectively display the company's strength and provide a brand image specification template; second, it can directly face consumers, understand the characteristics of consumers' needs, and provide decision-making for the company. First-hand reference materials; third, have direct control, easy to operate and manage. However, the direct mode also has its shortcomings that are difficult to solve. For example, the financial strength of enterprises directly affects the scale of investment, and the training and management of talents is also an insurmountable threshold. Full implementation of the direct mode will also conflict with the affiliate channel.
Join conducive to the spread of brand management difficult but <br> <br> At the same time, the rapid development of the cabinet industry, the franchise model contributed. Recruiting franchisees in different places is undoubtedly the best way for companies to quickly occupy the market and is the most successful sales model. The franchise model allows cabinet companies to quickly withdraw funds, lay the foundation for sustainable development, and quickly make cabinet products popular throughout the country. The advantage of the franchise model is that it saves the company's capital investment, reduces the risk of entrepreneurship, and allows cabinet manufacturers to focus more on brand building and design innovation.
In recent years, with the large number of cabinet companies, dealers have more choices. However, some cabinet companies are neglecting channel management, which makes the affiliated dealers deviate from the marketing concept and system of the enterprise. Therefore, the phenomenon of “selling the dog meat†has occurred from time to time. Dealer loyalty declines and management is difficult, which is also a big problem for enterprises to carry out the franchise marketing model.
Not only compete with the best suitable mode <br> <br> Therefore, the marketing people have pointed out, whether to join or Direct mode did not compete with the points, the right is the best. Therefore, for cabinet manufacturers, we should not simply choose only one marketing model, but should combine multiple models to promote new products and seek the best profits in the best way.
If you are from the consumer's point of view, to solve the convenience of the majority of consumers to buy, you should choose the franchise chain business model. But for cabinet makers, the direct model can make a big profit. Under such circumstances, the best way for manufacturers to adopt a hybrid marketing channel model is to combine the franchise chain business model with the direct marketing model. For example, Kangjie cabinets have always adopted the direct mode, but after the production base is stable, the product line is abundant, and the direct marketing network is rolled out, the third-line market adopts the franchise mode, which is mainly based on direct investment. A wider area, while speeding up brand promotion. This hybrid marketing model has been highly regarded in the industry.
Or mixed into a leading marketing model <br> <br> line cities both general franchise chain business model, there are Direct mode, all regions for different markets, different customers choose different marketing model. As a transition period exploration, joining and direct marketing has become a mainstream. After a period of development, the brand's operation management needs to be integrated in the channel, using stop joining, franchise repo, and franchisees. In the joint venture, direct operation, etc., this process is a process of transformation from basic marketing to advanced marketing channel strategy.
For the wardrobe industry, the hybrid marketing model can greatly integrate the resources of cabinet manufacturers, not only to meet the needs of consumers for cabinets, but also to meet the requirements of manufacturers' own brand promotion. The facts also prove that this hybrid marketing channel model is feasible at present, and the development momentum should not be underestimated, and it may become the dominant mode of the future marketing model.
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