Wooden door industry direct sales to home cold current

The new channel strategy The channel strategy of popular brand owners and the degree of cooperation with channel providers are becoming the biggest test for home companies in the current era.

It may be based on this background that a model of warehousing direct sales is favored by the market, and the winter of this home market shows its charm and personality.

A salesperson at a home store told the reporter: “There are more than 50 brands of furniture in each category. In a traditional furniture store, each furniture brand is run by an agent, and there are more than 50 brands of furniture here. There is only one general agent. Since warehouse rent is much cheaper than store rent, it can be said to directly benefit consumers."

Indeed, on the Roca Nest website, there is such data, “store rents have risen by 30%, performance has dropped by 40%, general store rents have been at 160 yuan per square meter, and a 200 square meter storefront rent has exceeded 30,000 yuan. The warehouse rent is less than RMB 10 per square meter. Therefore, the warehousing sales model has a great advantage in terms of store rent and operating cost.”

Not only that, the circulation of merchandise sales under the traditional sales model usually goes through 5 steps, from the production base to the warehouse to the regional agency, from the provincial agency to the store, each link adds a layer of cost, in addition to the cost of sales and management In addition to the increase in costs, the increase in each link means the weakening and reduction of customer feedback, which is detrimental to the formation of a customer-centric sales model. In the era of product differentiation and demand individuation, the direct result of the traditional sales model is to allow companies to see where opportunities lie, and to create pessimism among channel distributors or distributors.