Bathroom retailers should participate in channel competition

Bathroom retailers should participate in channel competition

Enterprises of customized furniture and bathroom often take advantage of the opportunity of hard decoration to cooperate with building materials sellers to sell furniture and sanitary ware first, thus taking away a considerable part of the business of furniture and bathroom retailers. Fortunately, there are a number of high-end furniture and bathroom consumers in the market, which support the sales of high-end furniture and bathroom retailers. In the future, will soft decoration companies take away high-end furniture and bathroom consumers, so that furniture and bathroom retailers will be hit hard again?

Bad signals are being released from the observers in the industry: some soft decoration companies in first tier cities have joined forces with real estate tycoons like Vanke to quietly lay out the field of soft decoration and try new ways to play soft decoration. Their goal is to build a soft clothing online Empire like Jingdong, completely subvert the small, scattered and disorderly business model of current soft decoration companies, and create a super brand familiar to all over the country. It is said that the website is already under construction, and the source of the first batch of venture capital may be institutions such as Vanke strategic investment department.

Recently, in a market visit, a marketing director of high-end furniture and bathroom enterprises, whose sales performance has been relatively stable, told the author: in the future, the market share of furniture and bathroom retailers will be scrambled by "channel" sales.

He said "channel" sales include soft decoration companies, designers, real estate companies and other channels. In the future, retailers of furniture and bathroom must rise up to participate in the competition of channel sales, and can no longer rely on shop sales.

Why do soft decoration companies negotiate with real estate giants like Vanke about starting a business? Their intention obviously lies in the high-end customer resources of Vanke all over the country. But Vanke such a company, its business development boundary does not exist, profitable place will be its investment goal. Many grassroots employees of Vanke are very enthusiastic about the online soft decoration Empire Project. Many of them are willing to resign and join the new company to help them develop a huge market with great imagination.

According to the prediction of the industry, the total domestic soft decoration market is more than one trillion.

Furniture and bathroom retailers need to pay special attention to how many retailers' business will be stolen if the online soft decoration companies participated by Vanke are successfully operated? Can ordinary retailers cooperate with them? If so, how much profit sharing can they have? How much discourse power can they have? If not, how to maintain the current operation? How to keep the success? How to win the increment?

Once the cooperation project of Vanke is operated successfully, it will certainly lead to chain effect. According to industry sources, at present, not only Vanke is interested in such a project, but also another central real estate enterprise is interested in this project.

Will real estate developers and soft decoration companies jointly attack high-end and mid end furniture and bathroom retailers to compete for market share in the future?

The marketing director of bathroom enterprises predicted that in the future, real estate enterprises may directly equip customers with sanitary ware and furniture products, so that buyers can truly realize the bag occupancy, which has great attraction for consumers with weak consumption ability, which may cause great changes in the market situation of low-end bathroom and furniture. He is very confident that high-end bathroom, furniture enterprises do not have to worry about this for the time being.

However, the speed of China's development is really too fast, especially when we are at the time when the Internet is transforming the traditional world to varying degrees. It is just like a few years back, we can hardly imagine that the large-scale online sales companies can really become a climate. Who dares to say that the assumption of entrepreneurial maniacs can not be implemented in one or two years, posing a huge threat to traditional bathroom and furniture retailers?

In any case, bathroom and furniture retailers should be armed to participate in the competition of channel sales and blindly keep store operation, which is becoming too conservative business model!