With the acceleration of China's integration into the global economic environment and the rapid rise of economic power, China has become the most dynamic economic region in the world. China's economic facilities are relatively complete, industrial development is relatively mature and labor costs are low. It has the comparative advantage of becoming a global hardware manufacturing center, and the export-oriented development of hardware manufacturing is obvious.
Due to the oversupply of domestic hardware and kitchen products and the increase of quality pressure, marketing channels have become one of the key competitive factors, and the competition for channels has become increasingly fierce.
On the one hand, kitchen electric appliance manufacturers have strengthened their control over retail terminals, strive to reduce sales links, save sales expenses, and develop marketing channels to specialization. The enterprise sales model is developing in a direction that can adapt to diverse markets at the same time.
On the other hand, the trend of the development of the sales industry has led to the rising status of large-scale home appliance chain stores, enhanced control over the industry, and participation in price competition that was previously dominated by manufacturers. With its broad market coverage, procurement scale and cost advantages, large retailers will increasingly control their production companies in terms of product pricing and payment delivery.
The international market requirements for China's hardware products will gradually evolve and change. There will be higher requirements for the quality, packaging and delivery deadlines of Chinese products, and even gradually extend to the production process and product research and development, and the products and environmental protection, energy Resources and humanities are combined. With the deepening of competition, the profit margins of all stages of the hardware industry chain are being compressed, and the space for price reduction is decreasing.
More and more enterprises realize that price competition cannot establish core competitiveness alone, and it is not the direction of long-term development, so as to explore new development paths. Many hardware companies have increased their investment in technology, developed new products with high technology content, differentiated products as a long-term solution for enterprise development, sought new market demand, and established new economic growth points to realize the company's Continue to develop.
The hardware industry and ordinary consumer goods have undergone great changes in the marketing form. Under normal circumstances, hardware industry marketing is a typical bulk trade, and its sales characteristics and channel structure are also very different from ordinary consumer goods. I have been exposed to a lot of hardware industry product marketing, such as basic chemical chlor-alkali products, machine tool products, dairy equipment, tire products, etc., for the hardware industry new product listing has made some follow-up research, hardware industry marketing has the following characteristics :
First, the transaction object: industry-based users
The hardware industry marketing objects are generally group and institutional purchasing behaviors with obvious industry characteristics. Therefore, our marketing target is not the individual consumers facing the fast-moving consumer goods industry, but the productive investment that is characterized by industry users and put into re-production;
Second, product structure: technology is relatively specialized
The hardware industry is generally a specialized product integrated in the system. Whether it is engineering machinery or central air conditioning, the level of specialization of products is generally very high, and the technical threshold and capital threshold for product entry are high;
Third, the marketing model: direct sales, channel supplemented
Because the technical content of the product structure is relatively high, and most domestic distributors start to rely on market opportunities, the relative comprehensive quality is low, it is impossible to rely solely on the channel. The distributors in most channels act as large sales personnel and end users. Engage in business-oriented, involving professional programs and technical exchanges, basically based on manufacturers; and manufacturers want to produce more stable, they must pay attention to direct sales.
Therefore, the marketing model: taking the end user as the leader, the purpose of the project order, and the factory guiding channel as the development direction.
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