Analysis of Advantages and Disadvantages of Four Marketing Models in Hardware Industry
Release time:
2021-01-29
In recent years, the competition in the hardware market has become increasingly fierce, and the various drawbacks of traditional sales channels have gradually exposed. In order to gain a dominant position in the competition, hardware companies are actively exploring new marketing models, coupled with the promotion of the Internet, the hardware industry's sales channels are becoming more and more diversified. This is a good thing. Hardware companies can effectively integrate the advantages of various channels and then use Its power to effectively avoid various risks.
In recent years, the competition in the hardware market has become increasingly fierce, and the various drawbacks of traditional sales channels have gradually exposed. In order to gain a dominant position in the competition, hardware companies are actively exploring new marketing models, coupled with the promotion of the Internet, the hardware industry's sales channels are becoming more and more diversified. This is a good thing. Hardware companies can effectively integrate the advantages of various channels and then use Its power to effectively avoid various risks.
Store operation: high cost and strong dependence
In recent years, hardware sales channels are still concentrated in stores, and hardware companies with certain strength and reputation have accelerated their entry into large stores. Some people in the industry believe that: brand hardware chooses to open stores in brand stores, on the one hand, it wants to use the strong appeal of the store to build its own brand influence; on the other hand, it also takes into account the environment, marketing and service system of the store, which is easy for merchants to operate.
However, as the rent of the store is getting higher and higher, the store continues to open stores, and the cost of raw materials and logistics is also increasing. The rising tide brings the high cost of the hardware industry channel. In the relationship between hardware and stores, enterprises can not help but rely on several helpless. Self-operated stores: economic and human costs increase.
In recent years, more and more hardware companies have focused their development on the operation and management of independent stores. The chairman of a hardware brand said: "The standard store is a platform to improve service, and the other is to restrain the bad behavior of each store through a unified price system. Through the unified system of quality assurance, unified standards of after-sales service, as well as public attention and supervision, this is the store model we want to create."
In fact, opportunities and adjustments coexist in the self-operated store model. The development of self-operated stores is like a double-edged sword. The economic and human costs of self-operated store channels will also become an important factor in testing the development of enterprises. In today's society, the labor cost of a store is also increasing. Similarly, the support and training of each store is also an important input of cost. The cost of unit quantity becomes higher and the cost of unit sales becomes higher, which seems to be a vicious circle of channels.
Workwear channel: there is "money" way to be cautious
Many of the city's commercial housing from the rough room to the fine decoration room gradually change. The proportion of hardware products in the application of fine decoration projects is increasing, and construction projects have become a very important channel to promote hardware products.
E-commerce channels: pros and cons of mixed innovation and breakthrough
On the issue of dealing with emerging e-commerce channels, some hardware companies believe that the expressiveness of e-commerce is relatively poor, and the materials, details, installation effects, etc. cannot be displayed. The e-commerce of the entire hardware industry has this limitation. Other enterprises believe that e-commerce must be a new business model in the future. The channel chain is like a stream of water, flowing from the distributor to the terminal and ultimately to the consumer. Grasping the current consumer's e-commerce consumption habits will always be in line with the future development direction.
Many hardware companies have begun to test the water e-commerce channels, but no one has found a suitable method and model for development. In the future, hardware enterprises should explore more patterns, including expressions. Strive to break through the limitations of the display, so that the expression of e-commerce system to achieve a certain breakthrough.
The diversification of marketing mode further promotes the healthy development of competition. Rising channel costs and homogenization of products, weakening the competitiveness of hardware enterprises in the terminal market, therefore, the importance of channel construction is also increasingly apparent, to build a strong flat channel, to provide a variety of types of channel experience or can become a new direction of hardware enterprise upgrading and transformation.
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