【 Building materials network 】 cupboard The development momentum of the industry is booming, causing many gold diggers to invest, and large and small cabinet manufacturing enterprises have sprung up like mushrooms. However, the capacity of the market is limited for a certain period of time. The sudden expansion of capacity makes the market indigestible and will inevitably lead to increasingly fierce market competition.

Enter the buyer's market, build new cabinet manufacturers, strengthen channel development

The seller's market is no longer a bottleneck for new manufacturers  

The cabinet market has changed from the seller's market to the buyer's market. When the market subject changes, the market behavior will also change. However, this change will have little impact on the first-line and second-line brands that already have a certain brand influence, while for the newly built small and medium-sized cabinet enterprises, they will face product stagnation in the next two years pin Crisis. The good days of newly built cabinet manufacturing enterprises benefit from the fact that the cabinet market is in the seller's market, and the market capacity has not been saturated. Be prepared for danger in times of safety. At present, new cabinet enterprises should think about the future market trend and take precautions.  

In the first few years of the development of the cabinet market, cabinet manufacturers can easily sell their products even if they do not consider the preferences of consumers. However, with the cabinet market entering the buyer's market, the orientation of consumers has become the key to determine the production of enterprises key factor. Whether it can meet the needs of consumers determines the future fate of cabinet manufacturing enterprises. The domestic first and second tier brands can not only meet the needs of consumers well, but also are commendable in terms of channel construction. The newly-built cabinet factory has not achieved very good performance in channel construction, and is at a disadvantage in the competition with first-line and second-line brands. In the next two years, the lack of channel construction is the "bottleneck" of the development of the new cabinet factory.  

Strengthen channel development and do a good job in the construction of direct stores  

With some brand cabinets as the benchmark, new cabinet factories should increase the construction of direct stores. There is no shortcut to channel construction in the cabinet industry. We must take the store as the platform, provide standardized services to the public, and cultivate target customers. The newly-built cabinet factory should actively give play to the advantage of the store's extensive contact with customers, make the store the position of its channel construction, and cultivate customers' loyalty and dependence on the brand.  

On the one hand, it is necessary to establish a training normalization mechanism. When launching new products and strategies, it is necessary to provide 100% new business training for store staff to provide timely and comprehensive service support. On the other hand, it is necessary to strengthen the training of store sales staff in marketing skills. At the same time, it is also necessary to actively explore, form an effective performance evaluation mechanism, mobilize the enthusiasm and initiative of store sales personnel, and make contributions to the market development of new cabinet enterprises.  

On the other hand, do a good job in the construction of flagship stores. Flagship stores play a great role in the sales of cabinets, and their functions need to be upgraded accordingly. Flagship stores are not only retail terminals, but also regional marketing centers. The positioning of the flagship store is upgraded from "retail store" to "marketing store", that is, not only display, promote and sell products in the store, but also go out of the exclusive store and actively find consumers through planned and step-by-step marketing strategies. Build the flagship store into a brand communication point, enter the consumers by building a reputation in a small area, gain the trust of consumers, and eventually form a more influential store and brand in the region, thus promoting the sales of products. New cabinet factories should strengthen the construction of direct stores and enhance brand image, which is conducive to the market competition of new cabinet factories.  

Reviewing the market for active marketing

With the advent of the era of "fragmentation" of customers, consumer demand has entered the era of personalization, the mass market has been broken, and the market has been re divided and combined. The appearance of this phenomenon indicates that cabinet enterprises need to re-examine the market environment, re insight into consumers, define consumers, take the initiative to go out, take the initiative to explore new business opportunities, and take the initiative to carry out effective marketing in order to make the new cabinet factory bright. New cabinet factories can adopt new sales channels, seize business opportunities and expand the market. For example, online marketing is undoubtedly the pioneering point of the new channel model.  

The rise of the Internet has greatly changed people's way of receiving information and lifestyle. Online marketing and online group buying have increasingly become important marketing means for dealers. For example, some enterprises have opened "online shopping" columns in prominent positions on the website or increased the network door The construction of the store. Consumers are more and more interested in this time-saving and labor-saving way of purchase, and online marketing has a large market space.  

The construction of channels is a particularly important module in any industry, including the cabinet industry, of course. In the face of the fast-paced changes in the cabinet market, how to build a good sales channel for cabinets has become a magic weapon for the success of the cabinet industry.