How to solve bathroom hardware company channel conflicts

In order to make better development in the increasingly fierce competition, bathroom hardware companies must pay attention to the importance of the brand. In traditional businesses, there will be price wars among sanitary companies. However, with the advent of the Internet age, the competition among sanitary companies has already risen to the brand war.

Although the trend of e-commerce has grown, but China's e-commerce started relatively late, and traditional companies involved in e-commerce have many limitations in their experience. Once the advantages of traditional brand enterprises have become the burden of the new model, thousands of years of hard work to create retail Terminal and system retail management system, but let the Internet without any restrictions back to "before the liberation."

The completely different business model makes the bathroom brand unprepared and simply discusses how to solve the channel conflict. It has long been of no discussion value. Just like the dispute between modern channels and traditional channels, the dispute between supermarket stores and convenience stores, new business models emerge, and channels Conflict is inevitable. What we should think about is how to formulate a brand-new marketing strategy based on the characteristics of e-commerce, and how to cultivate customers in a multi-channel manner, so that offline stores and online shops can co-exist and co-prosper, in order to make channels conflict. Subtraction by addition, by addition and multiplication. The bathroom industry online and offline coordination generally adopt the following methods:

1. Different brands in different markets create a new online brand for online sales.

2, online to attract customers orders, offline delivery. In general, online promotions are used to attract customer streams to offline terminals. Customers place orders online, and local sanitary brand stores provide delivery and after-sales services.

3, line limit sales. Selling promotional products one file at a time, every time, week or every day for members to push a product, while stocks last, this approach can be densely shipped, and less impact on offline channels.

4, network product differentiation. In general, online products that sell well under the Internet are also easy to sell on the Internet. In combination with the best-selling products under the line, combined with network requirements, they are sold as online products after being improved.

For the bathroom brand business, whether it is "pure mouse", "pure cement" or "mouse + cement", the ultimate goal should be to serve consumers, and the channel balance should be served. Do not put the cart before the horse. To sum up, we sum up the thinking methods of corporate e-commerce channel construction:

The accurate marketing network of keywords has become more and more fragmented and the behavior of netizens has become increasingly long-tailed. According to Nagao, the brand's online flagship store at the head shows the brand's exposure, deep plowing at the tail of the long tail, accurate placement in online stores, consumer portals, combined with hard and wide search engine keywords, and more scattered marketing Channel construction.

Emphasis on user experience Having eCommerce channels is not enough to rely on advertising. Consumers in the Internet age focus on search and sharing. Enterprises should use the overall network marketing methods, microfilm, WeChat, and Weibo to attract the attention of the audience. . Infiltrate consumers from all angles.

Enhance channel construction The information in the era of the Internet is more comprehensive and multi-dimensional. It requires enterprises to disseminate information in a unified manner, and to integrate and popularize such aspects as positioning image, brand symbol, product image, concept spirit, and communication slogan. All e-commerce terminals do a unified brand image and unique ad claims.

People who do not like to go shopping to buy things, the physical store will not buy the price of jumping the property; people who like online shopping, online luxury goods he will buy. Obviously, the Internet is a whole new way of life. This is the free choice of people's spending habits. It does not matter that e-commerce channels impact traditional channels. The environment is changing, the demand is changing, and the purchase is changing. Relying on the construction of internet channels may be a gold mine that can be tapped. Whoever first pays attention to e-commerce channels, strengthens channel management, and enhances the construction of channels will win the key to this gold mine.

Regardless of how successful traditional sanitary ware companies are in the traditional marketing field, once they enter e-commerce, they must abandon many traditional concepts and methods. When sanitary ware companies work for e-commerce, they need to think from the needs of consumers. The original brand advantage and supply chain advantage will, to some extent, become obstacles to e-commerce. E-commerce should be treated as another venture as a new investment behavior.

With the regulation of the country's housing prices policy, the housing market began to cool, but this is only temporary, for the sanitary ware industry, this opportunity is greater than the challenge, their own strong companies will certainly walk through this crisis, reshuffle in the industry Stand out in the process.