How does a wallpaper company diversify?

How to explore and solve the most realistic channel issues in front of Chinese wallpaper companies? The road to undoubtedly expanding channels undoubtedly indicates the direction.

Stores: Leveraging on the cost of labor costs In recent years, China's wallpaper sales channels are still concentrated in the stores, and wallpaper companies with certain strengths and reputation have also accelerated the pace of entering large shopping malls. In many major cities, the homes of famous brands like Hong Bao and Meikai Long can be seen in the large wallpaper stores like Ruibao and Longshi.

Some people in the industry believe that: brand wallpaper choose to open stores in the brand stores, on the one hand is to use the strong appeal of the store to build their own brand influence; the other side also takes into account the store environment, marketing and service system and other easy businesses Operating.

However, as the rents of stores are getting higher and higher, stores will not be disconnected, and raw materials and logistics costs will continue to increase. The rising tide of water brings the high cost of wallpaper industry channels. In the relationship between the wallpaper and the store, the company can not help but have a few dependencies. Yan Yanhua, chairman of the Grammy wallpaper, once pointed out in the interview: “If you place your brand in the mid-to-high end, you are now home to the Red Star Macalline in the country. You do not enter the store, your brand development channels and development channels. It was hampered."

Independent stores: The double-edged sword of profit and pressure in the transformation direction The desire to operate autonomously has become increasingly strong. More and more wallpaper companies have focused their development on the management and management of independent stores. Dragonfly Wallpaper will build 60 standard stores as an important goal for the company in 2013. Chairman Xue Zhangfa said: “The first standard store is a platform to improve service, and the second is to constrain the bad behavior of each store through a unified price system. Through the unified system of quality assurance, unified standards of after-sales service, and the public’s common concern and supervision, This is the store model we want to build."

Opportunities and adjustments coexist. The development of independent stores is like a double-edged sword. The economic and labor costs of independent store channels will also become an important factor in testing the development of enterprises. A wallpaper industry veteran has said that “In comparison to single-square sales, the profits of independent stores are declining, so the share of cost-to-sale becomes higher. The single-square channel cost ratio is divided by it. The figure for single square sales is big."

In today's society, the labor cost required for a store is also increasing. Similarly, the support and training of each franchise is an important investment in cost. The cost of the number of units has increased, and the cost of unit sales has become higher, which seems to be a vicious circle of channels.

Tooling channels: important business opportunities to join the need to be cautious in many cities of commercial housing from the rough room to fine decoration gradually changing. The proportion of wallpaper products used as home decoration materials in fine decoration projects is increasing. According to statistics of the International Wallpaper Manufacturers Association (IGI), China's usage rate stays at a low level of 4% to 6%, and most of them are based on commercial tooling. The spending power of the home improvement market is far from being formed. Construction projects have become a very important channel for the home building materials industry.

However, due to the high engineering project requirements and the difficulty of operation, only a few brand wallpaper companies have started their engineering channels. Zhang Jianhong, general secretary of the wallpaper branch of the China Building Decoration and Decoration Materials Association, emphasized that wallpaper companies must open up engineering channels according to their own actual conditions. Because of the large volume of projects, real estate developers generally hold down the price of their products, and profit from construction projects. The rate is actually not high, and in addition to the large amount of money and the long period of time for this type of project, companies must be careful to enter.

E-Commerce Channel: In the case of weak performance, there is a clear disagreement among wallpaper companies on the issue of treating emerging e-commerce channels. The negating party believes that the wallpaper now sells semi-finished products and needs to be turned into real products through services. The performance of e-commerce is relatively poor, and materials, details, and paving effects cannot be displayed. The e-commerce of building decoration materials has this limitation.

The party who agrees believes that e-commerce must be the new business model in the future. Like the water flow, the channel chain flows from the dealer to the terminal and finally to the consumer. Grasping the current consumer e-commerce spending habits will always be in line with the future direction of development.

Many companies began to try out hydropower business channels, but at present nobody has explored a suitable method and mode for development. Jin Baorong, Vice President of Shangmei Family (Beijing) Trading Co., Ltd. believes: "E-commerce we have to try, but we must also discuss some models, including expressions. We must break through the limitations of the show, but also in the future, electronic The business system has achieved a certain breakthrough in its expression."

The diversification of marketing models has further promoted the healthy development of competition. The ever-increasing channel costs and homogenized products have weakened the competitiveness of enterprises in the terminal market. Therefore, building a strong flat channel and providing multiple types of channel experience may become a new direction for the enterprise to upgrade and transform.