Champion League, the first league, a home, excellent building materials ... or home manufacturers as the leader, or local distributors, or authoritative media for advocacy, or joint investment as a competitive. When the country’s five heads smashed the shackles of retailers, the enthusiasm for the home-based industry alliance was once again staged. In the past 51 days, many home furnishing alliances in Guangzhou held the same bargaining competitions, and the single-brand competition of Guangzhou Home Retail has been turned into a group competition of the group. In this regard, industry experts pointed out that the home alliance should be transformed as soon as possible, and the use of knowledge-based promotions to replace a single bargain-style promotion is a good direction.
The status quo
Judging from the market effect of the Champions League operation for four years, in the market environment where the property market continues to be sluggish and home improvement demand is suppressed, the model of brand joint promotion has a very obvious effect on sales. With the advertised role of the Champion League, the same grade, complementary quality home brands have become a trend, and through joint promotion to reduce marketing costs, through channel sharing, customer sharing to jointly develop the market.
From the Champions League to the first league, from hotel activities to community promotion, the alliance can be said to stir up the Guangzhou home market. From the perspective of comprehensive strength, the Champion Alliance is still the leader, and the popularity of Dongpeng, Europa, Nature and Sophia's four core brands, the number of stores, mature teams and huge customer resources all provide strong protection; From the perspective of development speed, the first alliance initiated by Anxin Floor Guangzhou dealers can be described as a dark horse. Because there is no manufacturer restrictions and insight into the local market, its operation is more flexible and closer. According to Deng Yuanping, secretary general of the 1st Alliance, since they are all local building materials and furniture dealers in Guangzhou, they have a common view on the current market situation, and the degree of tacit understanding among members is self-evident. At present, the members of the first league are already more than 20 brands including Anxin Floor, Wrigley Sanitary Ware, Nobel Tiles, and Shiwei Pavilion Furniture. There are also 20 or 30 brands scattered around the Alliance, ready to participate in alliance activities.
In addition, a new form of alliance was born, and the “Yulu Building Materials†established by the distributors of Gyorbao Coatings, Fenlin Paint and Kaiyuan Lighting jointly won the Braun Bathroom and Apollo Bathroom. Several imported ceramic tiles and wood flooring in Guangzhou, the top 10 brands currently have nearly 30 stores, becoming the largest and the largest building materials distribution brand in Guangzhou. This kind of joint investment and joint operation is more closely integrated, and the cooperation is more flexible. It also injects fresh elements into the current alliance structure.
According to Zhang Guicheng, the promoter of “One Homeâ€, the brands of “One Home†Alliance have the same strength, not only professionally, but also complement each other. As the brand concepts are consistent, through the unified planning, all aspects of customer resources, capital resources, and channel resources are shared, thereby achieving complementary advantages and enhancing the competitiveness of the community. Not only can consumers easily achieve “one-stop renovationâ€, but they also enjoy special discounts within the alliance.
One obvious fact is that almost all major leagues currently cover almost all home categories such as furniture, ceramic tiles, wood flooring, paints, Cabinets, wardrobes, lighting, wooden doors, fabrics, etc., and several major leagues cover almost 10 categories. All first and second line brands. Correspondingly, where are the three third-line brands that have not had time to join the alliance, have no alliance awareness, or are excluded by the alliance, where are they going? It seems that there are only two ways in front of them: joining the alliance or self-built alliance, or continuing to fight alone, advancing and retreating, and eventually being eliminated by the market. Insiders pointed out that under the current wave of brand alliances, the Guangzhou home building materials market will be reshuffled, and the brand structure will face a new round of adjustment, which will eventually form a "group" competition pattern dominated by different industry alliances.
Alliance activities tend to be homogenized
The momentum of the alliance is in full swing, but the problems of the alliance are also exposed one by one. The homogenization of promotional activities is the biggest crux of many current alliances. From a data, we can see that from 8.18 last year to 4.29 this year, in just 8 months, the presidents of Guangzhou major leagues will hold up to 17 games, factory outlets, and group purchases. With Sofitel, Sunshine and other high-end hotels as the venue, the distribution of membership cards as a means of recruitment, the use of CEOs bargaining as a form of marketing, repeated repetition of the same form of activity, on the one hand makes it difficult for consumers to choose, on the one hand, it also weakens this The validity of the form.
Faced with this situation, many Alliance members also recognized the seriousness of the problem. In the mid-April champions league in the Golden Egg Promotions held at the Jockey Club home, a dealer of the League said that now the league activities are more and more, the form is basically the same, can you put the threshold of the league activities Improve, set an unwritten standard, such as the starting point of each activity is 800,000 or 1 million, from the admission layout to the prize setting are benchmarking the hardware standard, thus establishing a standard of alliance activities, allowing consumers to the alliance brand The merits and demerits can be clearly judged.
And this idea was rejected. Other members believe that from the perspective of the alliance, the investment in hardware for the event is increased, and it is necessary to digest the profit of the product. The discount strength and the promotion price are directly limited. In the current competitive situation, once the consumer feels the benefits, Not enough, the alliance loses its competitiveness; from the point of view of consumers, consumers may be surprised at the hotel's grades at the event venue, but after many times, they no longer care about the hardware of the event. What they care about is the discount and enjoyment of the products. When you get the discount, which alliance will benefit you.
Promotional costs are high
On the other hand, the high cost of activities has also made some Alliance members feel rather difficult. According to reports, the current investment in the hotel promotion activities of the Champions League is about 600,000 yuan, each cost is about 60,000 yuan, and the investment in each hotel promotion of the first alliance is about 500,000 yuan, and the average of each member is 4 About 10,000 yuan. Because the brands in the alliance have different visibility, dealers have different strengths, and the number of customer resources is different, the same expenditures do not bring corresponding benefits, so the individual interests and tolerance of alliance members are also challenged.
It is true that cost reduction and resource sharing are the foundation of the alliance. So for the alliance, is it important to reduce costs or share resources? Wang Weidong, secretary-general of the Guangzhou Champion League, told reporters that from the sales data of the year-end bargaining session of the 12.23 Champions League last year, the number of Sofia wardrobes newly added to Guangzhou Guanmeng reached 1200, which means it brought to other 9 brands. It can be more than 1,000 real customers, and the number of customers brought by each brand is also considered as a measure of its contribution to the alliance.
Consumers have little dependence on alliance brands
At the moment of the alliance, who can attract and seize the consumers in the effective market, who is the winner. Deng Yuanping, secretary general of the 1st Alliance, said that from the initial website group purchase to the current alliance activities, the same problem exists. No matter whether it is a website group purchase or a home alliance, the dependence of consumers is not big.
Insiders pointed out that the alliance brand is not like the product brand. Consumers will not be as eager to buy the cabinet as the European party, buy the sanitary ware to look for the Wrigley, buy the Wardrobe and not buy Sofia. They lack dependence and loyalty to the alliance brand. Which alliance goes to which company to go to the event, which alliance is low, which one to go to, and will not look for which alliance brand and exclusive consumption.
Strategy Transforming knowledge-based promotions from bargaining promotions
So how do you make consumers dependent on the alliance brand? Replacing a single bargain-style promotion with a knowledge-based promotion is a good transition. Deng Yuanping told reporters that the first alliance has a new idea and a new model, and the new promotion conference will be launched in June.
According to Deng Yuanping, the first alliance has cooperated with the media to try to decorate the classroom promotion model. The lecture activities were stationed in major communities, and the dealers of the major home brands personally took the stage to give speeches to the owners who were preparing to decorate. This kind of lecture was not for self-promotion of their own brand, but to convey to the consumers the professional decoration knowledge accumulated over ten years of experience. For example, the advantages and disadvantages of solid wood flooring and composite flooring, the difference between wide and narrow panels, how to buy a toilet with sufficient siphon power, how to scrub the wall with water-based paint, etc. Through such lectures, the industry standard of each category The standard of good products and good installation is told to the owners. After listening to them, they will go to the store to compare them one by one. If he finally feels that the knowledge and experience you pass to them is correct, you will choose your alliance and alliance. Brands form a virtuous circle.
The old champion league also has new moves. According to Zhang Xinming, president of the Guangzhou Champion League, after many attempts and explorations, the content of the champion alliance hotel activities has also been upgraded from the initial president's insurance price to the new listing and profit promotion, so that the hotel bargaining will have more added value. . At the same time, the new activity mode of the Champions League will also be unveiled in the second half.
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