Since 2009, due to the financial crisis, the furniture industry's export big slide, a considerable number of export enterprises begin to turn to domestic sales, domestic furniture, the rate of increase, thus the domestic furniture market competition heats up. In the domestic market, entering after 2009, the domestic real estate market transactions remained in the doldrums, many enterprises are facing more difficult. In this case, the businesses pull out all the stops have to open up new channels for a variety of furniture distribution channels into the diversification of the era. B2B2C2C2B new model of a modern e-commerce transactions, enabling companies anywhere, Xpress permits it to make business management information and market e-commerce information, actual situation simultaneous transactions, subject to many furniture enterprises of all ages.

Main channels: still the mainstream of

At present, dealers as the main stores for the distribution platform, is China's furniture industry, the main marketing mode. The pursuit of scale advantages, many former stick to a single domain, stores began to slowly break through the limitations of geographical areas in order to unify the brand chain in a manner that staking their claims around the country, and eventually developed into a channel chain giants, such as 红星美凯龙Surprisingly, home and so on. This supermarkets through nearly 10 years of development, is now more mature, more to build more stores, the scale is growing. In the furniture store selling furniture, furniture companies can expand as the store's expansion. As the furniture, the product characteristics (weight display, consumption of space), general agents, dealers with their own channel, terminal networks, is difficult to fully penetrate, to cover all the areas where their own corner of the ideal. These stores, or with agents, distributors indirect, or direct cooperation with manufacturers in order to finalize the brand furniture, the ideal of the market penetration of the terminal, eliminating the need for self-built channels, many of the hardships. Therefore, many furniture companies or agents, distributors to set up shop regarded as a shortcut to enter the market quickly.

However, to set up shop there are also some problems. First of all, manufacturers and distributors in the value orientation will appear on non-uniform situation. Manufacturers will make their own products and brand positioning, or classical, or modern. But many stores are not very clear position, usually in a store where tens of thousands of square meters, classical, modern and other styles have. Hypermarkets show to customers and consumers, the positioning of absence, is a relatively common problem.

Addition to the usual chain stores, the industry cluster-style furniture store is also a business sales channels can not be ignored component. Industry cluster refers to the various types of furniture stores are concentrated in one area, forming a regional brand, such as Guangdong music from, Xianghe, Hebei Province, Jiangsu, Chengdu Wuhou calabash mouth and other places, all with furniture stores, sales known. Guangdong Music from the total area of 300 million square meters, annual sales of 30 billion yuan; Jiangsu calabash a total area of 1.2 million square meters mouth, the annual sales of 8.0 billion; Xianghe a total area of 1.2 million square meters, annual sales of 6 billion yuan; Chengdu Wuhou a total area of 1 million square meters, annual sales of 6 billion yuan.


Self-built channels: the rapid development of

In the big bad case of the economic environment, many furniture enterprises are facing decline in same-store sales, field rental are constantly rising, cost of doing business continues to increase and so on. It also enables producers and stores all kinds of conflicts between the increasingly fierce. It is precisely because the traditional distribution mode of existence of furniture manufacturers, distributors and stores all kinds of conflicts between the many strength of furniture manufacturers and dealers began to emerge from traditional furniture stores on his own product sales. Looking at the whole country, more and more furniture manufacturers began to self-built direct-to-consumer marketing channels. For example, the royal monopoly and currently has more than 2,000 chain-rich island currently has more than 1,600 retail stores, the Federal is currently more than 300 cities across the country has reached more than 1,000 chain stores, daughter and two tiger stores also exceeded 1,000.

Manufacturer self-built marketing channels can be divided into Direct and joined in two ways. The establishment of direct sales stores, can be more complete embodiment of the manufacturer's brand image, market positioning and business philosophy, but the manufacturer's financial, human resources, have higher demands, need to invest a huge effort, and the pace of development is relatively slow. The absorption of franchise, you can quickly reach their target markets and sales channels through distributors quickly gain a firm foothold, but because of varying quality of dealers, distributors may result due to various reasons and the impact of brand image maker after-sales service issues.

New channels: Internet Marketing grew out towering

In recent years an increasingly competitive, and the traditional sales channels revealed a wide range of issues, in order to fierce market competition, rapid rise, a number of furniture manufacturing enterprises began to explore how innovative marketing model, in order to regain control of the leading chain Right.

The last two years, a number of furniture industry on the network continued to increase investment in online stores, furniture, furniture industry, marketing, e-commerce is becoming a new favorite. In early 2009, I am pleased to spend the first to dream of treasure opened an online mall, opened up by the media hailed as a successful marketing of the third way of furniture. In November 2009, Hu Yaobang Hu Yaobang furniture, opened an Internet Shopping Mall; January 28, 2009, Shenzhen, a good century furniture, century furniture, a good launch of e procurement network; June 25, 2009, Qu-US "e world" online shopping mall Zhengshishangxian ; still product delivery services, Red Star; Micron, Orient Home, Jimei, blue Jing Li Jia, TATA and some other well-known enterprises have been launched or are preparing to launch its own online shopping mall, the first squeeze of furniture a new e-commerce pie.

The limited commercial space entities in infinite space and network integration of science and technology, network, information technology, digital, distance, e-commerce, three-dimensional marketing platform. The industrial cluster of its first cycle of the ecological chain of vertical marketing B2B2C2C2B mode, opened up the individual / enterprise internal management of information portals and external transactions seamless docking, through the intelligent shopping guide robot applications, integration of Internet resources, the liberation of the traditional and backward manual way, reflect the man-machine dialogue and in-depth services to intelligent search, the manner of release of information to collect organize, match transactions and integrated services, implementation does not cross-platform solution on the one-stop personalized intelligent information technology needs of e-commerce and services.


In addition, buyers and sellers in the online shopping center at any time, the network is still Xpress free trade, exchange and other activities, to fully tap the physical mall, shops, three-dimensional value; and in 3700 the country set up regional cooperation 37000 experiential distribution center comprehensive distribution of company products. Internet sales will also be a limited commercial space entities in infinite space and network integration of science and technology, network, information technology, digital technology, remote technology, e-commerce, three-dimensional marketing platform. Buyers and sellers at any time, the network is still Xpress free trade, exchange and other activities, to fully tap the physical mall, shops, three-dimensional value. Its emergence has thoroughly changed the traditional business operators make a fortune in the upstream and downstream of the terminal manufacturers, consumer electronics can make a fortune, except to connect the middle of e-commerce in China is still the soft underbelly of a situation.

More importantly, the network marketing membership-based shopping, new models, purchasing inventory, deposit protection, distribution logistics, return service, contract taxes, marketing costs, fears of new goods, fearing training, worry about billing and other 10 kinds of "0" the risk of joining. Electronic + business + trade-new concept of operations, to production, consumption, investment, venture a number of combined actual situation can combine online and offline shopping platform.

In addition to networking, home improvement company, has become a furniture industry sales of a new channel. As the home improvement company, and consumers to reach more and more affinity, and has a natural head start. Therefore, as market development, some decoration companies to provide consumers with the process of renovation, the furniture will be recommended to consumers. Chong Wei Sun, chairman of real furniture, said that in this mode at least 30% of the price gap. Although the home improvement company, as the furniture is not the role of the channel is very important, but home improvement company, and the furniture business combination, making furniture companies are not able to compete with the agents when the author adds a sales channel, and the traditional channels complement each other in order to alleviate the pressure on traditional channels.