Two factors drive the rise of flooring channel bra

2022-07-22
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The independent consciousness of floor dealers makes the rise of channel brands possible. With the concentration of industrial resources to advantageous enterprises, those production enterprises with weak scale and strength and lack of unique core capabilities have been forced out, and the distributors who once provided distribution agents for these out enterprises have also begun to look for ways out

the independent consciousness of floor dealers makes the rise of channel brands possible. With the concentration of industrial resources to advantageous enterprises, those production enterprises with weak scale and strength and lack of unique core capabilities have been forced out, and the distributors who once provided distribution agents for these out enterprises have also begun to look for ways out. In the current flooring industry, with the continuous development and maturity of the industry channels, some regional dealers have grown up, and there is a hidden trend out of the control of manufacturers. The traditional channel system of manufacturers managing dealers has been quietly changing

the trend of industrial centralization makes the rise of channel brands necessary. The development of any industry must go through the process from scattered to centralized. In economics, this process is called the “ Maturity cycle ”. In China, the maturity time of the entire industrial value chain is not synchronous. In general, the trend of centralization will first appear in the upstream production and manufacturing enterprises, because in the production and manufacturing enterprises, the required resources are obvious, such as capital, raw materials, equipment, scale, employees and so on. Therefore, in the process of operation competition, these production resources will concentrate faster to advantageous enterprises, When the visible resources of the industry are basically completed in the optimization and concentration of manufacturing enterprises, there will be only a few enterprise groups with the same scale and strength and divided into several levels in the whole industry. For these enterprise groups, the next round of competition at the brand operation level will be the first to face

when the few remaining manufacturing enterprises shift the focus of competition to the brand level, with the promotion of this process, consumers' awareness of product brands is also gradually strengthened. Ordinary consumers will follow the industry to shape “ Baton ” First, contact the product brands in the industry, and consciously or unconsciously deepen the impression of these brands, so when making purchase decisions, they will also go straight to the product brands first. At this stage, the product brand is important. Some people like this brand, and some love another one. As long as they can buy the favorite brand, where to buy it is not so important. The preference for the product brand masks the functional role of the channel. Therefore, at this stage, all manufacturers are focusing on product brand building to increase consumer preferences. At the same time, as one of the content of product brand building, the single brand store model has sprung up like mushrooms

however, the changes of consumers are always too fast. When their familiarity with the industry is increasing day by day, and their preference for product brands is not very strong, the intuitive feeling of the scene and the acquisition of consumer knowledge become more important. For example, when several products of different brands are not clearly separated in the minds of consumers, the “ On site ” It is no longer enough to meet the needs. Consumers need to compare their feelings repeatedly on the scene, and they need to “ It looks similar ” As a result, the market demand for large-scale channel brands that integrate upstream production and manufacturing enterprises arises

floor channel brands should explore a set of systematic innovation methods with floor enterprises as the main body of appeal from the perspective of their roots and future development trends, combined with the Enlightenment of cases in other industries under the background of globalization, and strive to solve the sudden strength of channel brands; Next, the problem of how to effectively connect product brands with channel brands

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