Channel confusion ceramic sanitary enterprises how to find the next growth point

Traditional agency channels have encountered a development bottleneck, especially for companies that have already completed carpet layout in all provincial capital cities, second-tier cities, and even county-level cities. Their next growth point is to increase individual store sales. Outside of sales, it seems that there is still no more effective channel.

On this basis, the network marketing channels began to attract much attention and attracted many companies to “test the water”. However, what deserves more attention at present is that, in the traditional channels, channel providers that fully grasp the rules of game development and discourse rights (such as the Home of Life (view map), Red Star Macalline (view map), etc.) are based on their respective interests. Infuse more pressure and injustice treatment to ceramic sanitary enterprises.

(I) Group buying is just a sales activity has not yet become a channel

On November 3, Tan Haoshen, general manager of Dongpeng Dream House Business Department, said in a public forum that the group buying activities in the popular ceramics marketing industry had entered an extremely vicious competition stage. A company toll free group purchase, B companies began to provide free lunch, C companies began to provide a free star hotel, and wait until all companies in the industry want to buy popularity through group purchase and increase sales, the public companies began to be more There are many kinds of free support, large-scale group purchases, and more powerful and powerful people are exempting ABC and even more companies from being able to avoid expenses. Group buying consumers go to Foshan with a lot of attention.

This remark made by Tan Haoshen was recently remarked by the participants at the 2010 China (View Map) Packaging Industry Summit hosted by Taobao Mall. Following Tan's remarks, I began to understand the group purchase again.

Group purchase has begun to enter a vicious circle: higher and higher corporate costs, product group purchase price is getting lower and lower. Once considered the most lethal marketing model became an immediate burden for the company, as if it were a "chicken ribs," it would be a shame to discard it.

An advanced marketing model (group buying may be just a tactical sales behavior, not to mention the marketing model), after experiencing full imitation and extreme competition, is bound to encounter a dead end.

It is worth mentioning that Xinzhongyuan Group has begun to decompose the original headquarters group purchase (group to Foshan) gradually to the base group purchase (the nearest group to each production base group purchase), which may be for aircraft carrier companies to improve the layout of production bases across the country It is a continuation of group buying life. It can avoid a lot of unnecessary waste of cost and vicious competition. However, there is only one new source.

In fact, the rise to the channel level, group purchase is based on the traditional agency system of a sales behavior innovation. The reason why it has not been able to have strong vitality, the reason why it is easy to copy and destroy, in the final analysis is due to the homogeneity of the channel level, that is, the universality of the agency system. With such a foundation, the group buying model is not a problem. On the contrary, it will become very fragile.

(B) The high turnover rate of online shopping mall

Marketing innovation and its tenacious vitality must be based on the innovation of channels and models.

In the apparel marketing industry, there is a brand worthy of attention "invisible giant" - VANCL. This clothing brand, which does not have a store in the national traditional market, can only be purchased through its network store. Outside of the virtual world of the Internet, you can only see advertising posters such as Han Han and Wang Kuangdan as posters of the 80th posters of Vanke Eslite, in places with crowded crowds and similar subway passages. According to relevant data, Vancair Products (VANCL) had sales of about 300 million yuan in 2008, and it doubled over 600 million yuan in 2009 after one year. According to relevant agencies' forecasts, this figure will still increase substantially in 2010. The rapid growth of sales of VANCL and its brand influence has far surpassed many brands that rely on traditional store operations, and has many fixed online shopping customers.

Today, with the rapid development of online shopping, VANCL may not be the most successful person. However, in the traditional apparel industry, it is an enviable success to quickly establish its own brand and grow through online shopping. Case.

In addition, among the small household appliances, home accessories and furniture products, there are also successful brands such as Vanke Eslite. However, the ceramics industry has not fully implemented the comprehensive construction of the network marketing (e-commerce) channel.