Five Ways of China Flooring Industry's Online Shopping Channel Changing Industry Pattern
Five Ways of China Flooring Industry's Online Shopping Channel Changing Industry Pattern
From the perspective of brand communications, the network is just a channel for information transmission, but it has integrated all traditional medium forms and collected a large number of young consumers; from the perspective of product marketing, the network is a channel that integrates marketing and transmission, it further narrows the distance between transmission and marketing on network media, that is it has fulfilled the integration between brand communications and product marketing. Just because flooring enterprises have seen that the development of network sale has advantages that traditional brand communications can't compare, so they have developed their sale by sizing the four advantages as follows:
The Internet media has integrated the brand communications and product marketing, which has made the brand's marketing communication activities become more direct and more effective. Therefore, it has increased the cost performance of advertising spending. Flooring enterprises carry out targeted advertising communication in major portal sites and professional homebuilding material websites, adopt intelligent methods to lock target consumer group and make site users who have visited home building material websites in recent time see relevant advertising messages, it has achieved high quality communication effects.
Internet sale has compressed the middle part of traditional marketing, which has shortened the distance between consumers and brands, so the product prices can be further declined. "If we compress the middle part, then sell all products with 50% discount in the situation of same sales volume, my profit is the same", a general manager of an enterprise once said in the chat. This is not to say that flooring companies will start the online price war, however, they will squeeze out the funds the traditional channels have wasted, then become famous brands on the internet.
Internet sale has increased choices for consumers. For example, a flooring monopoly store more than 200 square meters can be a large store, the expenditure of inventory, logistics, venue rental, personnel and so on in such large store also is large, but in the internet monopoly store, consumers can easily browse all of the floor color, so it has further increased choices for consumers.
Internet sale has further expanded the sales coverage ofbrands. Where there is Internet, there are our sales terminals. In traditional agency franchise system, some markets are very embarrassing markets for agent, if they had opened monopoly store, it would have been likely to happen that the revenue can not meet the needs of its expenditure, but if had not, the opportunities would have been occupied by competitors. However, the Internet sale has resolved this problem and broken through the restriction of regions and terminal quantity.
The development of electronic commerce is changing the business model of traditional brands, in traditional agency franchise system, the number of terminals is an important part of composing enterprise's core competitiveness, but many competitive dealers often own unique local resources, so the development of internet sale will make another piece of cake and then make it bigger, which can change the industry patterns. In future flooring enterprises must maintain the common development of Internet terminal and traditional terminal, and form the complementarity. Make monopoly store as an experience distribution center, and comprehensively distribute enterprise's products.
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