What is "terminal is king"? It is through the terminal upgrade to reflect the brand culture, brand thinking, brand value and lifestyle advocated by the brand. It is no longer a separate sales function, but a comprehensive display of brand functions. It will take the brand as the link and the full-service as the axis, fully embody the product's individualization and differentiation, and truly turn sales into consumption. This is the “terminal is kingâ€.
After nearly 30 years of development, China's furniture industry is now facing a new watershed – from “channel is king†to “terminal is king†quietly changing. “Whoever masters the market terminal, who is the biggest winner in the competition? ". Because any industry has to go through the process of “product is king – channel is king – terminal is kingâ€, which is determined by the law of market economy development.
Products, channels, and terminals have been eliminated
Let us recall: the furniture industry before 2000, as long as the manufacturers have strong production capacity, dealers can get the goods, you can make big money, it is a golden period of not selling, but also making each dealer nostalgic, this The stage is called "product is king."
From 2000 to the end of 2008, hypermarkets began to rise, with hundreds of thousands or even hundreds of thousands of square meters, which made the "Red Star Macalline" as a typical hypermarket stall, which really made the furniture manufacturers admire. At the same time, the furniture fair was popular, which gave birth to the prosperity of the "exhibition economy". It is not an exaggeration to describe it with a sky cover. These two synergies interacted, and the “shop-in-shop†increased N times. A large number of excellent shopping guides began to become “small bossesâ€. They looked for “black horses†at the exhibition, and who could become “channel brands†at this stage. That is, dealers and hypermarket-approved brands, who will be slightly better, but looking at the entire furniture market, there is still a lack of real mass brands and consumer brands at this time, in a mixed situation, this stage can be described as "channels Be king."
Since 2009, the home furnishing industry has gradually entered the stage of “terminal is kingâ€. The performance of the hypermarket is becoming increasingly fierce. The homogenization of products is widespread. The diversion of consumer groups is serious, and the number of customers is decreasing. Some stores are simply ridiculous, and regional furniture exhibitions are difficult. . It is true that the occurrence of the above phenomenon is not unrelated to the impact of the economic crisis, but we must see that today's consumer market is becoming more and more mature. With the change of people's life concept and lifestyle changes, the "one trick" marketing method It has been shackled by the fast-paced market, and the "terminal is the king" has come into being. This can also be regarded as a replica of "The Heroes of the World".
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