There is a clear trend in the cross-border squad of cabinets.

Nowadays, with the continuous integration and development of the overall home furnishing industry, the cabinet industry has also begun a vigorous “husband movement”. All kinds of cross-industry alliance activities are booming, and the development of the group is growing rapidly with the continuous deepening of the concept of “whole home”. In this regard, some industry experts pointed out that there are several shortcomings in the home furnishing such as cabinets, which need to be transformed as soon as possible. Among them, the knowledge-based promotion replaces the traditional single bargaining promotion is a major direction.

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 in the Champions League said that there are more and more alliance activities and the form is basically the same, can you set the threshold for the league activities to a large extent? 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 newly added Sophia wardrobe sign of Guangzhou Guanmeng The quantity of 1200 orders means that it brings more than 1,000 real customers to the other 9 brands, and the number of customers brought by each brand is also considered as a 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.