A few days ago, Ouhua Shangmei Furniture announced that its direct sales square will open on August 20, adopting a cheap direct sales business model that does not require merchant rents; .
The reporter randomly interviewed some consumers' views on direct sales stores. The consumer group is roughly divided into two types: one is a specific brand that does not value furniture, and only seeks a sense of design and cost performance; the other looks forward to seeking relatively low prices here. Well-known brands. Both consumer groups can find their favorite household items here, and this direct sales model is a win-win situation for direct sales stores, companies and consumers, and for the overall downturn in the environment and was previously hit by word of mouth due to individual events. The industry is undoubtedly a shot of cardiotonic.
Compared with the traditional leasing system, the direct sales market changes the leasing model of the traditional store and crosses the links of agents and distributors. All commodities are directly purchased from manufacturers, unified sales, and unified distribution. Manufacturers do not need to invest in decoration, management and operation costs, just display and regularly replace samples, and the store is responsible for sales, logistics, and after-sales service.
This "grid shop" -like marketing method can allow manufacturers to reduce pressure, reduce costs, and increase sales while giving back to consumers, but at the same time, the problems they show also need to attract enough attention from all parties, except for factory products, The specific details of the strict division of labor such as store cashier management, personnel follow-up, and process control are difficult to operate, and the most important thing that can not be ignored is the potential long-term impact on the home brand itself. On the basis of excellent products, the establishment of the brand relies on distinctive services and excellent after-sales protection to maintain the brand image, increase market share, and form the final line of competition.
The direct marketing strategy from the beginning to the end makes consumers unable to feel the brand characteristics of the merchants, thereby reducing the brand added value of the products to a minimum, and the potential cultural value of the brand cannot be brought into play. For well-known brands, the brand culture and influence that they have already established cannot be reflected, while for small brands, it is the minimum method for manufacturers to directly deliver goods to the store across the links of agents and distributors. The cost of entering the store and making a profit have temporary help, but ultimately form a long-term competitiveness, and it is unlikely that the marginal benefits of the brand will be obtained. The limitations in this area have yet to be observed, and countermeasures need to be carefully considered.
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