The problems faced by small and medium-sized channel merchants in the home appliance industry are similar to those of dealers in the home building materials industry. The influence of brands in the home building materials industry is uneven. The consumption upgrade and consumption downgrade 'double trend' is triggered by the diversity of user groups, home industry distributors. Also facing pressure to increase profit margins, reduce inventory, increase customer unit price.
By comparing the small and medium-sized home appliance dealers and home building materials industry dealers, the reporter believes that the inventory can not be digested, the e-commerce channel impact, the brand influence is no longer the problem that these two types of enterprises are facing.
What should I do in 2019?
Mr. Zhang, who is unconcerned, is the owner of a small and medium-sized home appliance channel in Shanxi. His partner is a C brand known as color TV.
In the past few years, he has caught up with a relatively good situation for a few years. But now, it is getting harder. The reason is:
First, the label for the consumer brand is the color TV, because it is on the color TV; Second, when the C brand begins to diversify, from the black electricity to the white electricity, the consumer's white electric brand recognition is more Low. At the same time, the collateral effect is to weaken the value of the C brand's color TV.
Third, due to the traditional way of cooperation, channel providers need to pay for the goods. Once the products are not sold, the channel inventory can only increase, which affects the channel flow and sales enthusiasm of the channel.
Fourth, in the face of the impact of e-commerce and Suning Ali Jingdong layout physical store, the influence of single brand is getting smaller and smaller. Consumers hope that there are multiple brands to choose from in the same store, but this is obviously short for C brand franchise stores. board.
Looking at the successful transformation of the original peers, some joined the Suning retail cloud, Zhang boss is in a hurry. The 4 million levy is concentrated in the C brand's white goods, mainly ice washing, etc. Zhang Bo, who was not very large in scale 4. It was ruined by the 4 million pledges.
The anxious is not just Zhang Boss himself. In fact, C brand owners have been actively helping Zhang boss to change the status quo, trying to help Zhang turn the tide from marketing methods and sales channels.
As a channel-level channel at the county level, Zhang Boss feels that the reason why business is difficult to do is that in the context of consumption upgrading, middle and high-level consumers are more brand-conscious, they will buy the top three white electric brands in China; Consumers are restricted by economic income, they will buy some unknown brands, miscellaneous white goods, which is the characteristics of white electricity consumption in his region.
This is quite embarrassing. It is very difficult for C brand white electric to enter the first camp. Even in the second camp, it is between the second and third camps. This will cause the C brand's white electricity sales to be affected.
'We have asked many consumers, mentioning the C brand, what do you think their products are? More than 95% of people will say color TV, and when they ask if they will buy C brand white, more than 75% don't want Buy. Because in these people's consciousness, they equate the C brand with the color TV. 'This makes Zhang boss very upset.
If you continue to do it, do you want to buy it? What should I do if I press it?
In Zhang’s warehouse, the existing inventory of white goods is worth about 4 million yuan. Even if the existing inventory products are sold, Zhang Bo can’t estimate how long it will take to sell. If you don’t enter new products, styles and new products will Fewer, there will be fewer people visiting Zhang’s boss.
This phenomenon does not happen to Zhang Boss, C home appliance brand stores in other regions are also facing common problems.
The reason is that e-commerce has a very big impact on single-brand home appliance stores, and when consumers buy online, they usually make price comparisons in Suning Ali Jingdong, and then determine the order. This type of consumer is mostly fancy. Cost-effective, not brand. But in brand stores, consumers can only face a single brand, lack of comparability and selectivity.
Zhang boss does not know how long he can support. Discounts and sales have become his normal sales, but Zhang boss knows that relying on discounts and promotions can not make him earn more profits, and it will make him difficult to maintain.
In 2018, he entered the last quarter very quickly. He is doing a full-scale discount and promotion work. He hopes that the results of this year will not be too bad. His wish is actually very simple, that is, to sell more stocks through discounts, to Zhang Boss. In terms of it, it can alleviate a lot of his burden.
However, can he do so? Recently, he frequently contacted industry people, e-commerce platforms, etc., trying to let others help him diagnose the status quo.
Zhang boss himself is very clear, if one day, really can not support, defeating him is a single brand to the channel's existing cash (pending) model and high inventory.