At present, the Chinese home furnishings industry is going through a challenging phase. A combination of factors such as inflation, real estate regulations, and increasing labor costs have significantly impacted the sector's development. In this evolving environment, competition within the industry has transformed, leading to a deep-level reform. As an essential part of the home industry’s value chain, distribution channels are also undergoing subtle but meaningful changes. Industry experts predict that in the near future, channel reforms in the home furnishings sector will follow three major trends.
**Obvious Integration**
Integration refers to production-oriented companies gaining ownership of distributors or retailers, or strengthening their control over them. Franchising is considered one of the most effective methods for achieving this integration. This is because rising terminal expenses are beginning to affect the value that enterprises can generate throughout the supply chain. As a result, many home furnishing companies are now focusing on acquiring or building their own retail channels to better control the end-user market.
This form of integration allows companies to have greater control over the sales process, which helps maximize profits. Additionally, the establishment of retail stores serves as a powerful platform for brand visibility, helping to drive sales and enhance customer engagement.
**Terminal Mediaization**
The competition among businesses is no longer just about product differentiation—it's also about how effectively they can influence consumer decisions at the point of sale. The key challenge lies in capturing consumers' attention and standing out from the competition. Traditionally, this has been done through displays, price wars, and promotional gifts—methods that often fail to truly elevate brand image or create a lasting competitive advantage.
By adopting a terminal mediaization strategy, companies can transform their approach to in-store marketing. This involves creating a more dynamic and multi-dimensional presence at retail locations to boost brand awareness and sales. Key elements include:
1. Basic visual elements like display setups, signage, and POP materials.
2. Digital advertising via LED screens, professional sales staff, and coordinated in-store promotions.
3. Communicating product design concepts and brand values directly to customers.
4. Leveraging word-of-mouth marketing through well-trained sales teams who can engage customers effectively.
In today's world where attention spans are short, being the first to reach consumers can give a significant edge over competitors.
**Digitalization of Channel Management**
To improve the efficiency of sales teams, many home furnishings companies are turning to digital management systems. These tools help track sales data, monitor store performance, and evaluate the effectiveness of field staff. In 2013, more companies began using mobile devices to collect real-time data from the field.
Sales representatives use smartphones to capture visual content, such as store displays and product arrangements, record inventory levels, and gather information about competitor activities. This data is then uploaded to a central system via wireless networks, allowing managers to view and analyze performance in real time.
This digital approach enhances overall management by tracking salespeople’s movements, assigning responsibility for each store, and monitoring order details, including quantities, categories, and promotional activities. It provides a clear and efficient way to manage the entire distribution network, ensuring better coordination and improved operational performance. (Editor: Peter)
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