With the continuous development of the home furnishing industry and the various potential rules of the entire home building materials market, the existing home market model has begun to lag behind the market. In recent years, the “big home†market model has become more and more fierce. What are the difficulties and difficulties faced by the “big home†model?
Extend the product line to enter the big home
Some people say that small businesses die in malnutrition, and big companies die in opportunities. For large enterprises, the spread of big homes is undoubtedly the biggest opportunity at present, and it is faster to catch up. For large enterprises, if the company develops to a certain extent, it may expand to other areas. In the severe environment of 2011, this phenomenon is more common, and the flooring enterprises have entered the custom-made industry such as wooden door wardrobes. The tentacles of kitchen cabinet enterprises have also extended to the fields of sanitary ware and home improvement, and achieved good breakthroughs. The sanitary ware industry has also entered the kitchen cabinet industry. Haier, Aucma, Vantage, Boss, Fangtai and so on have actively extended to the cabinet and the whole kitchen, and have become the leader in the industry. This series of measures is undoubtedly a big sweep of the home. In the increasingly harsh market environment, no one wants to put the eggs in a blue.
Chinese and foreign alliances are booming
The same category alliances existed a few years ago, but there are not many enterprises that really do. This is not only to test the integration ability of enterprises, but also to test the tolerance of a company. However, with the changes in the environment, the alliance of Chinese and foreign brands of the same category has become increasingly fierce. China is currently one of the world's largest and most promising consumer markets. Foreign brands entering the Chinese market have to undergo a long process of adaptation. Shopping malls, such as battlefields, can be lost in half a step, and the alliance with domestic mature channels is undoubtedly The best tactics.
The alliance between the iconic laminate flooring and the Anderson parquet is the most successful case. The icon introduces Anderson's parquet into China and is packaged in the sturdy board of the icon to the market, that is, the icon uses the Anderson brand to make up the parquet. The product structure, this model is not a simple alliance, but a double overlap from product to market channel, it is a very good cooperation mode to adapt to the development of large home. With the listing of ICC Ceramics (a joint venture between North American Interceramic and Guangdong Jinyi Ceramics Co., Ltd.), it has been recognized and paid attention by the building materials industry. I believe she will become a famous star in the ceramic industry.
With the development of the home industry, the Chinese and foreign alliances will split into a new model to adapt to the home market. In an increasingly complex environment, big home is an inevitable trend, and there will be more room for development in the future.
Market opportunities under the big home
The reason why the big home can be accepted by more and more manufacturers and consumers at the current stage is mainly because the inherent demand of one-stop shopping is an inevitable trend. With the gradual advancement of new rural construction and the urbanization construction, the number of new buildings in rural areas has increased, and the demand for building materials and homes in the rural market has become increasingly strong. This part of the consumer becomes an important consumer power in the low-end market and potential users in the high-end market in the future. Although the consumption quality of such consumer groups is not too high at present, such groups are still unclear about the brand concept, and they do not understand the concept of overall household consumption. It is the best cultivation place for the big home market. Enterprises and distributors can make profits, and they can also take a share in the low-end market such as rural areas and will become the hegemon of the rural big home market in the future.
With the changes in the environment, we can clearly see the brand strategy. If we take price innovation, we will inevitably gain more market share, but we will lose a thousand in brand building. Some brands will take advantage of the innovation of many home brands. As the core competitiveness of the company, in the financial crisis, to strengthen the image of the big home, not only to tide over the difficulties, but also in the long-term market competition, "step by step to win", became the "big winner" to laugh at the end.
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