Three major trends in channel innovation in the flooring industry

As we all know, the current floor industry in China is in a period of shock. A series of factors such as inflation, real estate regulation, and rising labor costs have greatly affected the development process of the Chinese flooring industry. Under such circumstances, the competitive landscape of the flooring industry also follows. Changes have taken place. A profound industry revolution has come. As an extremely important link in the interest chain of the flooring industry, the circulation channels have quietly emerged as a series of changes. Experts in the industry point out that in the future, the flooring industry will change channels. There are three major trends.

First, the trend of forward integration is obvious. Forward integration means that production enterprises obtain ownership or strengthen the control of distributors or retailers, while the use of franchise chain is the most versatile and effective forward integration. the way. This is because as the terminal's various types of expenses continue to increase, the value of the company in the entire value chain begins to be affected. Based on this, the flooring companies begin to control the terminal through acquisitions or self-built channels.

With forward integration, the company's control of the terminal is strengthened and the benefits are maximized. At the same time, the construction of terminal stores is also a display of corporate image, which can promote sales promotion.

Second, terminal medialization At present, the competition among enterprises is not only the product itself is different, but also how to influence the consumer in the terminal to make the purchase decision-making competition, how to compete for consumers is the core. But in the terminal nothing more than the competition from the exhibition to the pile, and the mutual harassment from the price war to the gift war. This kind of competition can neither really enhance the brand nor completely overtake the opponent. If the company adopts an end-to-media approach, it will complete a leap from the competition form.

Terminal medialization is mainly through building a brand's terminal image, multi-angle, multi-position terminal layout, enhance brand influence, and promote a new type of sales. Its contents include: 1. Basic image display, stacking head, hanging flags, POP and other conventional images; 2. Synchronous playback of terminal LED screen advertisements, professionalization of salespersons, unification of images, special displays, and special-shaped piles; etc. 3. From the product's own design and product concept aspects, information transmission, etc.; 4. Terminal media also have to play a role in word of mouth, such as on-site sales promotion staff, of course, need professional training, through the oral form to achieve the purpose of publicity. The current attention resources are increasingly scarce. As long as companies can pass information to consumers in the first place, their chances of winning are greater than their competitors.

III. Digitization of channel management In order to ensure the working efficiency of terminal business personnel, in 2013, there will be more floor companies adopting digital management methods to manage channel business. The core of digital management is the collection of terminal business data by business personnel, thus completing sales orders, terminal management, and work effectiveness.

Business personnel collect information through the mobile terminal's digital terminal collector: 1. The terminal's visual content collection, including pile heads, displays, storefronts, etc., can be used for data input through photographing; 2. Recordable data collection, including terminal inventory, sales, Purchase volume; 3. Collection of competitive product information, including competitive product promotion, policies, and new products.

After data collection, it is transmitted to the company's management background through the wireless network, and the data is automatically rearranged by the background. The management personnel can view the immediate work results and work dynamics of all sales personnel through the background.

The digital terminal management system can effectively improve the management level. First, the management of live, the business staff's visit trajectory is clearly visible, the name and time of the visiting terminal have a clear record; the second is the control of the store, the store, the dealer, the responsible salesman organic Integration in a piece of information, when all levels of management personnel to view the operation of a store, can clearly and clearly see each store is responsible for each person, those dealers; third is the possession of goods, the terminal's Order quantity, category, cycle, whether there are gifts, etc. can be clearly identified, and pass this information to the relevant responsible person.