For hardware lock enterprises, the selection of optimized sales channels is conducive to rapid product sales and stable development of enterprises; and choosing a reasonable marketing model is conducive to expanding the influence on buyers or franchisees. More importantly, it is conducive to the increase of profits in the entire industry and the enhancement of corporate competitiveness.
One: hypermarket sales model
This model is generally a hybrid supermarket for home and building materials "target=_blank> building materials, hardware and other products. Its form is similar to that of our daily fast-moving consumer goods supermarkets. It is generally a store-style sales model, and its The key link lies in the location of the store and the management of the supply chain. The competitive advantage of this model lies in its high coverage of the store, easy procurement and convenient logistics. Its supply product positioning is also professional and DIY products. The target customer base is construction companies, families, etc. The mode of operation is generally a chain of direct-operated stores, so it is bound to increase the cost of investment.
Of course, the hypermarket model has a certain contribution rate to the procurement of tools related to construction, but because of the limited market segmentation it satisfies, it can only be regarded as an auxiliary mode for the hardware lock industry.
Second: dealers join the agent sales model
In the current distribution channels of China's hardware lock products, this model dominates, and it also brings most of the sales of the hardware lock industry. It has strong flexibility and can meet different market demands. The development space is certain. . However, it is a relatively backward channel model, and it is bound to be squeezed and impacted by other models in the future.
At present, most of the product distribution in China's hardware lock industry adopts this channel model. There are both historical reasons and purchasing characteristics. This channel mode is a powerful and necessary way for the brand of hardware locks. The development of hardware locks in China is relatively short. In addition, the non-standard production of hardware locks also limits the distribution speed of hardware lock companies, so the number of dealers. Many and high quality, who can win the market, and this market can be "fixed."
From those companies that are still able to maintain rapid growth during the financial crisis, we can come to the answer. Their common feature is the “Maginot Line†built by a strong network in China. Distribution network design should consider the length and width of the channel. Exclusive distribution is the narrowest form of distribution channel. It means that only one intermediary dealer or agent is selected in a certain area and within a certain period of time, and the exclusive right to operate is granted to the other party; Length is the number of channel levels required to complete the company's goals. Building materials "target=_blank>Building materials enterprises generally use the exclusive distribution of flat channels, which are more suitable for exclusive distribution in the developed provinces, and the less developed provinces use the exclusive distribution of provincial agents, so that the distribution agents have strong sense of responsibility and enthusiasm. Less channel conflicts occur, easy to manage, and concentrate resources to make brands, so this is a relatively popular sales model for hardware lock companies.
However, the demand and procurement characteristics of China's hardware lock products are changing. This model has increased the difficulty of marketing for enterprises; for buyers, it is difficult to obtain timely, convenient and sufficient product supply and professionalism. Comprehensive service, not to mention consultative services and marketing methods. Of course, as far as the current Chinese market is concerned, there are some advantages in joining the agency system in the case of insufficient development of other models. Through this model, you can quickly distribute your product sales with the help of a large dealer network. However, the shortcomings of the agency system can not be ignored, because the agency system is generally multi-level agent, the channel links are many, the final sales price of the product is high; the manufacturer's ability to control the channel is poor, the channel management is difficult, and the price is easy to be confused; it is difficult Shape and maintain the brand image of the terminal and so on. Therefore, for China's domestic channels, intensive and integrated supply has become an inevitable trend, so the reform of this model is imperative, which is also a problem that hardware lock enterprises should consider.
Third: supermarket supermarket sales model
Although this model is similar to the hypermarket model, it is not exactly the same as the hypermarket model. This model is based on the chain of complete sense, management norms, and large-scale operations. Although there are some so-called chain stores similar to this model in China, they only achieve the goal of opening stores in different regions. They have not yet met the requirements of supermarket chains in terms of product types, scale and management. Although some hardware lock companies have storefronts in many areas, and intend to adopt direct business and franchise two business models, but because the brand awareness is not high, the scale is limited, it is difficult to form a scale advantage, so can not obtain the direct agency rights of many manufacturers, the price The above cannot form an advantage, can not form a unified and timely integrated supply, and does not have the various conditions for the formation of a chain supermarket, so it is only a relative chain form. Since domestic channel operators themselves are difficult to operate real chain supermarkets across the country due to funding and management problems, this cake will naturally attract many foreign companies with strong capital and mature experience.
At present, most of the products in China's hardware lock industry are circulated through the agency distribution model. The dealers are small in scale and it is difficult to form a scale advantage, which cannot meet the one-stop purchase requirements that buyers gradually increase. As the procurement environment becomes more and more standardized, the transparency of the objective need for sales is getting higher and higher, and the ordinary dealer sales model has lagged behind. They can only meet the market demand of ordinary DIY and civilian level. The location of hypermarkets is too concentrated, and the operating costs are high, which can not meet the different market needs of China; the size of chain supermarkets is smaller than that of hypermarkets, but the types of products can fully meet the requirements of procurement, and the operation itself is not expensive, the storefront It has a wide coverage and flexible operation. It can start from the customer's needs in operation, increase the added value of services and enhance market competitiveness. Moreover, because the supermarkets have a large number of stores and large sales, they will naturally attract manufacturers to join, and their procurement costs will be reduced, which has a relative price advantage. This model can also take the form of direct operation and franchise. As long as the funds are sufficient, the scale is sufficient, and the brand awareness is high, there is no risk in both forms. The advantage of the chain supermarket model is obvious. The size of the single store is moderate, and the product line is long enough to meet the purchasing requirements of various products at the same time. The development potential is huge.
Fourth: B2B and Internet sales model
E-commerce has gradually become an indispensable sales model in modern enterprise marketing. It has many advantages, surpassing time and geographical restrictions, maximizing the convenience of procurement and reducing operating costs. China's hardware lock industry usually uses the intermediary platforms Alibaba, Dunhuang, HC, etc. to conduct e-commerce operations, and very few companies conduct e-commerce operations through their own networks.
In the hardware lock industry, only dealers and small businesses sell through e-commerce for a number of reasons: First, the purchasing habits are not fully networked; second, the company has mature offline channels, setting up e-commerce, and existing channels. Conflicts of interest occur; third, e-commerce requires mature logistics, small-scale logistics costs are too high, and large orders are generally not traded online. Therefore, only dealers and small businesses will use e-commerce sales, and the sales share in the domestic market is very low, and there are few large-scale B2B companies. The B2B model occupies a sufficient advantage in foreign trade, but in the domestic market, the advantage is not obvious, mainly affected by the characteristics of procurement and logistics, but there is room for future development.
The Internet is one of the most creative and potential media channels. It is cost-effective and can achieve low input and high output. Some hardware lock companies have begun to exert their strength on the Internet, and more are media releases, investment advertisements, group purchase cooperation, online shopping malls, etc., and began to develop and use the Internet in depth. Customers can choose the best styles in the online store. Go online to understand the production progress of hardware locks, use and care, so that consumers feel more practical. The forums of some hardware lock companies are even more intense. They communicate externally through the corporate network plaza. The moderators of each section are also managed by the company's department or dealers around the country. Every day, there will be a considerable degree of updates, including the customer service section. It is specially used to carry out any related services such as pre-sales and after-sales of the company's products, as well as other sections such as "Event Express" and "Corporate News". Companies, distributors, and consumers interact, and after various information is released, they can get feedback in the first time, which can enhance consumers' recognition of the brand. The order inquiry function and anti-counterfeiting query are also set on the website. The consumer can know the production status of the customized product by inputting the order number as required, and the distance between the company and the customer is closer, so that the information is more transparent and the interaction is more effective. Achieving the "pre-network after-shop" model, based on the traces left by customers on the Internet, organizing browsing clues, providing related services, and creating new value for customers, can bring greater value to the enterprise.
The market is the battlefield. If you do not advance, you will retreat, attack and be attacked. Only the occupation and occupation will be occupied. I wish those wooden door enterprises with foresight to be able to smooth the butterfly in the consolidation, bravely stepping out of the "be" era, stand out from the crowd and take the road of rapid development.
In addition, there are sales channel models such as cooperation with door enterprises and OEMs. In short, only the establishment of effective sales channels for hardware lock companies can truly bring the company's future development to a new spring.
Http://news.chinawj.com.cn Editor: (Hardware Business Network Information Center) http://news.chinawj.com.cn
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