'Channel' has always been the kitchen and electrical appliances and even the entire appliance industry, the enterprise marketing landing 'militant' place. The so-called 'channel is king' has also been a long time. However, in the past we talk about the channel Level flattening, sink deep dig 34, store experience upgrade, O2O get online and offline, nothing more than or in the traditional channels and e-commerce channels to make a fuss.
Nowadays, these practices and concepts have gradually become the consensus, no longer fresh, the corresponding is the last year, or invisible or tangible channels, such as home improvement, building materials, engineering and other emerging shipping routes, the industry Frequently mentioned by people.For businesses, some non-quantitative channels of the alliance, a number of diversified mix of old and new channels, is becoming a more efficient shipping and services, so that brands and products closer to the consumer market methodology.
Obviously, this strategy change, which is driven by consumer demand in the accelerating pace of life now, a new generation of young people on the quality of home improvement services is rising rapidly, but they are usually busy without their energy and time To plan for the home improvement, design and purchase, and ordinary consumers lack of expertise in the field of home improvement.
Fang too had tried and Jingdong and home brands jointly launched the theme of home improvement festival cross-border Union activities
In this context, the rise of the Internet home improvement platform as an opportunity to upgrade one-stop home improvement services consumption needs to be further stimulated. 'With well-known brands in various fields together to address the pain points of complementary industries, as well as consumers of home improvement subdivision Scenario demands. Is a cross-category a new attempt, but also a macro-market trend. 'One side too responsible person to talk about. So there, the side too with JD.com home improvement, with the strong support of the latter's official platform Gold, Sofia, Marco Polo, Moen and Honeywell, and other major home brands launched a joint theme of the festival's cross-border joint alliance.
Docking the Internet to the name of the home improvement joint household brand, drainage from the line to the line is undoubtedly a new path to try.But directly docking home improvement platform, with home improvement designer's tailor-made design, the whole kitchen product scene pattern , Then it can be more an innovative channel.
Cai Xiaojun, deputy general manager of Vantage Marketing, said in an interview with Aiken Appliance that the most reasonable way for some kitchen appliances, such as big hot dishwashers, to be involved in water and electricity reserves and matching with kitchens is to intervene before renovations. To meet the needs of users of home improvement integration. 'In the future, home improvement design company, may become a dishwasher access to the main access to the family, I believe these aspects are also an important position of the brand layout of the dishwasher.' It is understood that Vantage in 2017 On the signing of the earth and rabbit, peak wisdom and other three Internet home improvement channel platform.
Similarly, the end of building materials channel involves the earliest decoration of wood, stone, cement, concrete, ceramics, composite materials, etc. As a front end, undoubtedly more close to the consumer's decorative needs.For this reason, as a non-quantitative channels , Kitchen and electrical enterprises began to target such markets.Chongxing Macalline, actually home, Xiyingmen, B & Q, Jia Jiajia and other building materials chain brand has become the preferred partner.
On the one hand, the unified strategy of building materials enterprises on the one hand, in addition to its priority in the right to choose the core stores, kitchen products to provide the largest display opportunities, on the other hand, while also integrating their own advantages of resources to form a complementary Vantage and Red Star After signing cooperation with Meikailong, the core store of the latter will be fully covered in 2017 and require distributors to implement the broader market strategy signed between Vantage headquarters and Meikailong, which will also bring about sales promotion of at least 100 million yuan or above .
Representatives of both Vantage and Red Star Macquarie signed the 2017 strategic cooperation agreement at the headquarters of Vantage (Issue 152, P88)
In fact, in many occasions, home improvement and building materials channels are not separated from home.In the past, the main selling building materials mainly building materials market, decorative city, with the trend of home improvement design concept began to promote the integration of home improvement products at the same time, Decorative materials business to the high-end, some bathroom products, decorative materials, there is no shortage of high-end luxury goods imported from Europe and the United States will also need to match the kitchen and electrical products.Therefore, kitchen and electrical enterprises in the construction of the channel strategy, Can better create large shopping malls, multi-category, high-end home improvement services, high-end transformation, no doubt the building materials market is a good new shipping channel.
The project channel, though not an innovative channel, has become a high-frequency vocabulary kitchen enterprises.Because, as involved in the housing decoration, is the front-end of the industry chain, it will be consumer front.
Right now, the ceiling of the property market at your fingertips, in the fight quality, spell innovation, fight the price, fight services, a new era of housing itself, the hardcover room with its energy saving, environmental protection, time-saving, labor-saving and many other advantages, The production of hardcover room is a technology-intensive large-scale industrial production, that is, development companies, construction companies, design units, kitchen and electrical production enterprises, furniture manufacturers and building materials brand chain stores can form a large-scale industrial chain .
Now with the fine decoration around the standard elevation, has gradually incorporated them into the appliance.Reported from the Orville cloud network report, hood, stove, toilet, hardware as a must, the matching rate should be 93% ; Disinfection cabinets, water heaters, air conditioners for the two ancillary facilities, the supporting rate is also between 20-70%; the rest as water purifiers, microwave ovens (electric oven), dishwashers, and other household appliances products supporting rate also began to emerge.
Open up engineering B2B channels, relying on the offline stores, the implementation of refined management, speed up the development of innovative channels, improve the rate of embedded products, the kitchen industry entered the market spontaneously.
Boss Electric released the first 'No Motor' disruptive product central range hood in September this year, aimed at leveraging hundreds of billions of engineering markets
In 2017, Boss Appliances and Hengda, Vanke and Country Garden successfully renewed their licenses. Among them, ROKI intelligent kitchen system successfully won the bid of high-end product line of Vanke smart kitchen. CCS signed 18 demonstration projects nationwide and set up 18 demonstration projects across the country City, nearly 30 projects to promote the central range hood; in September this year, Fang Taihe Hengda reached 2017 annual strategic cooperation, the two sides will be in hardcover residential kitchen electrical solutions in the field of cooperation; Vantage in its semi-annual report in 2017 promulgated , Which has signed four strategic clients such as green land and investment real estate. In 2017, Midea will promote smart home strategy based on continued and pragmatic implementation and promote real estate projects such as Hengda, Country Garden and Vanke; , In Hainan will be supporting its products into high-end real estate ...... And so on, too numerous to mention.
'In the past, China's houses were sold well by policies, land, capital and other factors. Buyers did not pay too much attention to the quality of the houses themselves, but with the upgrading of real estate prices, real estate developers continued to improve the quality of their houses, Development and sales continue to improve service levels, 'As He Yaodong, vice president of the boss said, the real estate market competition has entered a new phase of home buyers began to home improvement, residential environment and real estate support more and more attention.
There is no doubt that for some kitchen and electric appliance enterprises that aim for high-end product positioning, they occupy a key position in the field of high-end kitchen and electric engineering in the real estate industry in China. They have reached strategic cooperation with well-known real estate enterprises and established new models of hardcover parts for high-end residential real estate. Is a strong endorsement of product quality.This is not difficult to explain why the boss, side too, Vantage, the United States and other enterprises have laid the channel.
Return to the kitchen and electrical industry, the traditional 'channel is king' extensive marketing model needs to become more refined, flat, to 'experience for the king' around the new era of consumer demand renovation front, one-stop service needs expand Integration of old and new channels of interaction, will become the main theme of the future development of kitchen appliances Marketing.
