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家具行業:線下渠道和電商渠道將成主流
發布時間:2018-6-13 12:01:29      點擊次數:2397

家具企業的生存一直除了產品,就是渠道,企業通過找經銷商以及直營等方式來講打通產品與消費者的橋梁。對于一個企業,其品牌渠道是否掌握得當,影響著這個品牌在市場中是否能夠生存。如何選擇合適而正確的渠道?除了傳統的宣傳渠道,家具企業不可忽視新興的宣傳方式。

所謂得渠道者得天下,目前家具渠道主要有幾種模式:

一,通過經銷商,進行大物流、大流通的傳統渠道模式;

二,通過工程商、設計師,以項目操作為主的線下渠道模式;

三,通過電子商務進行網上銷售的電商渠道模式;

四,針對某一個或幾個行業或領域,進行定向銷售的定向渠道模式。

線下渠道和電商渠道將成為主流。家具產品流向來看,家具主要靠工程達成銷售。雖然電商對傳統渠道的沖擊是必然。

根據目前數據顯示,電商銷售占比還很小,尚沒有對傳統渠道構成威脅。作為新興渠道,家具的電商市場潛力與發展速度也是難以想象,尤其是對一些在全國市場存在大量空白區域的家具企業來說,開拓電商渠道更是馬不停蹄。

電商成為家具企業發展自有品牌的創新之道,這也是未來發展的必然趨勢。甚至已有商家完全放棄了正在發展的傳統渠道,全身心投入到電商渠道。

隨著信息的公開透明化,網絡購物越來越受大眾青睞,電商作為一種虛擬交易的平臺,市場無限大,只要有物流的地方就能解決產品供貨的問題,這樣一來,反而客戶的輻射面更廣。不僅解決了線下交易的各種繁瑣問題,同時還擴大了家具企業與各地域的合作關系。


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