With the rapid development of the society, the home direct selling market has attracted more and more attention from the industry and has become a hot topic. On Sunday, the first home furnishing market in Beijing, Ouhua Shangmei, is about to open, and another home in the Xianghe home market, which focuses on direct sales, has also begun to attract investment. We heard two industry voices, one of which expressed support and expectations for this low-selling or rent-free direct sales model. After all, in the context of the overall downturn in the overall market environment, it can enable manufacturers to reduce pressure, improve sales while giving back to consumers, and also create a multi-party profit situation; another voice is questioning some problems in the home direct selling market itself, Optimistic about this business model. So, what are the problems with the home direct sales model? The Morning News reporter conducted an interview this week.
Whether the low price of the direct selling market can be achieved
For traditional leasing stores, the direct selling market changes the leasing model of traditional stores, crosses agents, dealers and other links, all goods are directly purchased from the manufacturers, unified sales, unified distribution. Manufacturers do not need to invest in renovation, management and operating expenses, only need to display and regularly change samples, the store is responsible for sales and logistics, after-sales service.
The home direct selling market is heatedly debated by low-priced furniture
Through understanding, the biggest selling point in the home direct selling market is “low price, parityâ€. The direct selling market explained that it is because the agent and dealer are crossed, so the price is relatively low. The low price mentioned here can really be achieved? The reporter interviewed Liu Chen, secretary-general of the Beijing Branch of the Beijing Market Association, on this issue. He said: "For the home market, the same price of the same brand in the same region is the iron law. This is determined by the business rules. If it is just because it is direct sales, it can not lower the price. The so-called cheap and expensive are to have corresponding comparison standards, so it is still to be verified that the price in the same area is cheap. Yin Bo, manager of Dajingsi Lanjingli, also said: "Now many furniture stores generally have direct selling ideas. Whether there are advantages depends on brand concentration and price. Traditional stores are now in Beijing, five kilometers away. One, the coverage is relatively dense, the establishment of a new market needs to break through a lot of resistance, geographical location, the people accept not accept, buy or not, are problems."
Unified management becomes the biggest challenge of direct sales model
Compared with the unified operation of the store, the operating cost is relatively high, and the difficulty is not small. Secretary Liu said: "The direct selling store is like a big supermarket, full of responsibility for the various issues of buyers and sellers, buyers or sellers have any details. Problems such as personnel follow-up, management process, quality problems, first payment, etc., are a big test for direct selling stores. The settlement method of running water inversion also needs special care. The deducted settlement of the flow from the transaction amount The method is not new in the home store, but there are many problems to be dealt with in the home direct marketing market. For example, how to control the sales share reasonably and fairly? From the transaction amount, the actual amount of the commission is more difficult to grasp. We must also guard against the occurrence of 'flying orders' and other situations. Don't let such problems arise, making the direct sales model of home stores a last resort."
Direct marketing market should pay attention to the mutual value of brand value
Brand value added is an issue that is extremely valued by any brand, and it is also a answer sheet that must be completed in the direct sales market. An industry insider who asked not to be named said that brand value added is divided into two types, one is its own brand value created through years of operation, and the other is its brand added value after entering the sales terminal, which is related to the store. Brand value added is directly proportional. For example, some stores, their own positioning is the middle and high-end consumer groups, consumers can get more quality assurance, after-sales service, brand credibility from these stores, brand value added from which to reflect. The store also identifies the brand's standard, and the brand enters this store, which must be “door-to-doorâ€. This is the mutual value of the so-called home brand and the value added of the store brand. If the brand value of the store cannot be made, it will be a certain loss for both parties.
The upcoming opening of Ouhua Shangmei and the peaceful home opened at the end of the year, the development of new markets with new concepts, is a meaningful attempt for the home market environment. How to combine their own advantages, avoid possible problems, and obtain more added value, it is worth waiting for.
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