Recently, the home direct marketing market has challenged the business model of traditional home stores and has become a hot topic in the industry. On Sunday, the first home furnishing market in Beijing, Ouhua Shangmei, is about to open, and another hometown market, which is the main mode of direct sales, has begun to attract investment. We heard two industry voices, one of which expressed support and expectations for this low-selling or rent-free direct sales model. After all, in the context of the overall downturn in the overall market environment, it is possible for manufacturers to reduce pressure, increase sales while giving back to consumers, and create a multi-profit situation. Another voice is questioning some problems in the home direct marketing market. Optimistic about this business model. So, what are the problems with the home direct sales model?
Whether the low price of the direct selling market can be achieved compared with the traditional leasing market, the direct selling market changes the leasing mode of the traditional store, crosses the agents, dealers and other links, all goods are directly purchased from the manufacturers, unified sales, unified distribution. Manufacturers do not need to invest in renovation, management and operating expenses, only need to display and regularly change samples, the store is responsible for sales and logistics, after-sales service.
It is reported that the biggest selling point in the home direct selling market is “low price, parityâ€. The direct selling market explained that it is because the agent and dealer are crossed, so the price is relatively low. Is the low price referred to here really realizable? The reporter interviewed Liu Chen, secretary-general of the Beijing Branch of the Beijing Market Association, on this issue. He said: "For the home market, the same price for the same brand in the same region is the iron law, which is determined by business rules, if only because It is not established that direct sales can lower the price. The so-called cheap and expensive are to have corresponding comparison standards, so the price of the same area is still to be verified." Da Zhongsi Lan Jingli's manager Yin Bo Also said: "Now many furniture stores generally have direct selling ideas, there are no advantages to look at brand concentration and price. Traditional stores are now in Beijing, one in five kilometers, the coverage is relatively dense, the establishment of new markets needs Breaking through a lot of resistance, geographical location, the people accept not accepting, buying or not buying, are problems."
Uniform operation becomes the biggest challenge of the direct sales model. For the unified operation of the store, the operating cost is relatively high, and the difficulty is not small. Secretary Liu said: "The direct selling store is like a big supermarket, and is fully responsible for all kinds of problems between buyers and sellers. Any details of the buyer or seller, such as personnel follow-up, management process, quality problems, first payment, etc., are a big test for direct selling stores. The settlement method of running water inversion also needs special care. The liquidation reverse settlement method in the middle of the commission is not new in the home store, but there are many problems to be dealt with in the home direct marketing market. How to control the fairness of the sales share? From the transaction amount, the commission amount Whether it is true or not is more difficult to grasp, but also to prevent the occurrence of 'flying orders' and other situations. Do not let such problems arise so that the direct sales model of home stores becomes a last resort."
The direct selling market should pay attention to the mutual value of brand value. The added value of the brand is an issue that is extremely valued by any brand. It is also a answer sheet that the direct selling market must complete in its operation. An industry insider who asked not to be named said that brand value added is divided into two types, one is its own brand value created through years of operation, and the other is its brand added value after entering the sales terminal, which is related to the store. Brand value added is directly proportional. For example, some stores, their own positioning is the middle and high-end consumer groups, consumers can get more quality assurance, after-sales service, brand credibility from these stores, brand value added. At the same time, the store also identifies the brand's standard. When the brand enters this store, it must be “the door to the doorâ€. This is the mutual value of the so-called home brand and the value added of the store brand. If the brand value of the store cannot be made, it will be a certain loss for both parties.
The upcoming opening of Ouhua Shangmei and the Xianghe House, which opened at the end of the year, will develop new markets with new concepts, which are meaningful attempts for the home market environment. How to combine their own advantages, avoid possible problems, and obtain more added value, it is worth waiting for.
Whether the low price of the direct selling market can be achieved compared with the traditional leasing market, the direct selling market changes the leasing mode of the traditional store, crosses the agents, dealers and other links, all goods are directly purchased from the manufacturers, unified sales, unified distribution. Manufacturers do not need to invest in renovation, management and operating expenses, only need to display and regularly change samples, the store is responsible for sales and logistics, after-sales service.
It is reported that the biggest selling point in the home direct selling market is “low price, parityâ€. The direct selling market explained that it is because the agent and dealer are crossed, so the price is relatively low. Is the low price referred to here really realizable? The reporter interviewed Liu Chen, secretary-general of the Beijing Branch of the Beijing Market Association, on this issue. He said: "For the home market, the same price for the same brand in the same region is the iron law, which is determined by business rules, if only because It is not established that direct sales can lower the price. The so-called cheap and expensive are to have corresponding comparison standards, so the price of the same area is still to be verified." Da Zhongsi Lan Jingli's manager Yin Bo Also said: "Now many furniture stores generally have direct selling ideas, there are no advantages to look at brand concentration and price. Traditional stores are now in Beijing, one in five kilometers, the coverage is relatively dense, the establishment of new markets needs Breaking through a lot of resistance, geographical location, the people accept not accepting, buying or not buying, are problems."
Uniform operation becomes the biggest challenge of the direct sales model. For the unified operation of the store, the operating cost is relatively high, and the difficulty is not small. Secretary Liu said: "The direct selling store is like a big supermarket, and is fully responsible for all kinds of problems between buyers and sellers. Any details of the buyer or seller, such as personnel follow-up, management process, quality problems, first payment, etc., are a big test for direct selling stores. The settlement method of running water inversion also needs special care. The liquidation reverse settlement method in the middle of the commission is not new in the home store, but there are many problems to be dealt with in the home direct marketing market. How to control the fairness of the sales share? From the transaction amount, the commission amount Whether it is true or not is more difficult to grasp, but also to prevent the occurrence of 'flying orders' and other situations. Do not let such problems arise so that the direct sales model of home stores becomes a last resort."
The direct selling market should pay attention to the mutual value of brand value. The added value of the brand is an issue that is extremely valued by any brand. It is also a answer sheet that the direct selling market must complete in its operation. An industry insider who asked not to be named said that brand value added is divided into two types, one is its own brand value created through years of operation, and the other is its brand added value after entering the sales terminal, which is related to the store. Brand value added is directly proportional. For example, some stores, their own positioning is the middle and high-end consumer groups, consumers can get more quality assurance, after-sales service, brand credibility from these stores, brand value added. At the same time, the store also identifies the brand's standard. When the brand enters this store, it must be “the door to the doorâ€. This is the mutual value of the so-called home brand and the value added of the store brand. If the brand value of the store cannot be made, it will be a certain loss for both parties.
The upcoming opening of Ouhua Shangmei and the Xianghe House, which opened at the end of the year, will develop new markets with new concepts, which are meaningful attempts for the home market environment. How to combine their own advantages, avoid possible problems, and obtain more added value, it is worth waiting for.
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