Sales structure to improve hardware companies how to break through the bottleneck?

With the gradual stabilization of hardware demand, the growth of the entire hardware sales has encountered the "ceiling" of the market, and the emergence of "inflection point" is not far off. For the company, this means that the space for development is getting smaller and smaller, and the "bottleneck" problem has gradually emerged. Under the premise that sales volume cannot be broken, can the company find another way to improve economic efficiency. It should be said that the growth of the sales structure is the only option.

Pressure and opportunity

Under the current situation, the growth of the hardware sales structure has encountered the following pressures:

First, the pressure of supply. This pressure is mainly reflected in the lack of docking between market demand and supply. Like the growth of the structure, mainly relying on high-end decorative hardware to support, but the market's heavyweight brand of China's decorative hardware supply suddenly, no limit, can not meet the market demand, has always become a company's helpless "heart disease."

Second, the pressure of the market. This pressure is mainly reflected in the pressure of demand. Like in the jurisdiction, a large number of floating populations are flooding the market. The low-income, decorative hardware addiction consumption characteristics make this group of people always sucking the middle and low-end hardware, and hardly taking the whole The sales structure has been dragged down.

Third, the pressure of consumption. In addition to the floating population, the consumption demand structure of local residents has reached its peak. Like many residents have already adopted the 20-yuan grade as the main force of their consumption. It should be said that the proportion of the entire hardware consumption expenditure of residents in the whole consumption is already at present. In the current situation of overdraft, it is not easy to raise the consumption level of residents in this case.

Of course, we can also see some opportunities: First, the integration of brands brings about the integration of demand, and the whole concept of consumption is promoted and driven. From a small decoration to a large hardware facility, some small-scale, low-grade, and non-weathered brands are gradually being divested. These originally dispersed consumer demands are gathered and turned to the top-grade, large-scale famous brands. A sign of upward consumption structure. Second, the continued growth of national GDP has led to a continuous increase in the proportion of consumer spending, which has led to a room for growth in consumer spending on hardware. In addition, the hardware itself is an ornament, and the brand name and status constitute a high level of consumption, which will make some consumers have an intangible yearning and motivation for smoking high-end brands.

Improvement measures

As a decorative hardware company, when seeking a breakthrough in structural improvement, it must do a good job of integrating the hardware sales structure into its own role. It is not purely for the sake of improvement. In the process of upgrading, it must be Focus on the principle of balance between supply and demand, including the following in the implementation of the entire measure:

1. Change the supply. The market is disorderly. If everything allows the market to develop freely, the consequences of spontaneous regulation of the entire market and the goals pursued by the company will become farther and farther. As the sole supplier of hardware sales terminals, the company has the ability to control and regulate the market. Therefore, in the supply of goods, in order to make the whole sales structure rise steadily, the principle of “balanced tightness” should be followed in the quantity of medium and low-grade decorative hardware. Of course, in the process of implementing this principle, we should pay attention to the following aspects and points: First, the medium and low-end hardware should be moderately tightened rather than fully clamped. The improvement of the consumption structure is not a one-off event, but a slow-changing process. Therefore, there must be a “buffering” in the supply and control of the supply of medium and low-end hardware, and it must not be “small and suffocating”, otherwise it will easily make the market This part of the hardware is too hungry, affecting sales stability and customer satisfaction. Second, the supply of medium and low-end hardware should be balanced rather than ups and downs. Since the demand in the market is long-term and uninterrupted, this requires us to “multiple meals and limited supply” in the supply of goods, but not always enough, sometimes even, even if we have to completely withdraw the entire demand from the market, Good to have a "chronic death."

2. Stimulate demand. The characteristics of hardware fast-moving consumer goods determine that many consumptions are stimulating needs, and brand loyalty is not highlighted by other commodities, which prompts us to have more room to play when recommending higher-end hardware brands to consumers. What's more, the current hardware brands are presented in multiple series of specifications, which allows consumers to have more choices for higher-end specifications in the process of identifying brands. Therefore, as an account manager, it is necessary to make the brands and specifications of the high-end hardware as possible as possible. It should be said that the hardware on the counter makes its sales opportunities significantly increase, under the impact of visual impact and pressure, it is easy for consumers to make impulsive purchases, and the high-end hardware brands in the densely displayed specifications make consumers' desire for consumption increase. Invisible stimulates demand, and the jump of consumption grades is often at this moment.

3. Consumption orientation. As the brand entry barriers become lower and lower, more brands enter the regional market, and the competition between brands is becoming more and more intense. Under this circumstance, as an account manager, you can complete the screening action for all brands, and recommend suitable hardware brands to retail customers and consumers. In the process of promoting to retail customers, the focus is on the brand's high-margin, famous decoration hardware. At this time, some high-end decorative hardware as a famous product should be launched, especially for some densely populated retail stores, but also to seize the good image counters and surging consumer business opportunities, in order to achieve an overall improvement in the sales structure. According to Jiuzheng Building Materials Network, in the process of communicating to consumers, we should pay attention to the psychology of hardware consumers seeking new ideas, seeking differences, seeking names, promoting hardware culture, advocating consumer concepts, allowing consumers to ignore prices and advocating a kind of A stable quality of life. In addition, many mobile consumers in different places have a strong hometown complex, and some local high-quality, high-priced hardware brands are often a capital they show off to others. If you grasp this psychology and make a subtotal, you can often achieve unexpected sales results.

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