The construction of cabinet marketing channels is a piece that all companies are very focused on. It is also an important thing for the development of cabinet enterprises in the industry. But how do you as a cabinet person see the marketing channels? Cabinet marketing involves a wide range of areas. From cabinet manufacturers to consumers in the cabinet market.
What cabinet companies find in marketing channels
Establish an efficient distribution network from cabinet manufacturers to final consumers, through this network, quickly and widely spread their products to all levels of channels and terminals, appear in front of consumers across the country, and spread FromEMKT through online brands . com.cn and offline ground activities, promote products, and form circular marketing.
â‘ What is in the channel?
1. A relatively simple statement is composed of some institutions, such as cabinet dealers, distributors, retailers
2. Strictly speaking, each organization in the cabinet marketing channel is composed of several people, etc. These people are all members of the channel. It can also be said that in the channel, people who work on products (from The business personnel of the manufacturer, to the warehouse manager of the cabinet dealer company), are all members of the channel.
â‘¡ Cabinet distributors and agents
1. Cabinet distributors spend money to purchase goods from upstream manufacturers and then sell the goods to downstream customers to earn the difference.
2. Cabinet agents help manufacturers establish channels and develop customers, but do not purchase goods, but assist manufacturers to directly sell products to lower-level channels and customers, and earn service fees or commissions given by manufacturers.
3. There are many channel members in the channel, and business personnel of cabinet manufacturers are the first channel members.
â‘¢Why are cabinet manufacturers looking for distributors
It is not that manufacturers will not do business in the furniture market . The reason for seeking cooperation with cabinet dealers is to use dealers' existing manpower, material resources, storage and transportation, capital, sales network, operating experience, social relations and other resources to reduce the manufacturer ’s own Cost only.
The channel form:
1. Completely self-built channels for manufacturers, such as setting up branch companies with direct operation qualifications in each regional market, opening direct retail terminals, or directly cooperating with local retailers.
2. Completely rely on the establishment of channels through cabinet distributors, and let distributors be responsible for establishing secondary distributors and sales channels with retailers.
3. A mixed model of self-built cabinet manufacturers and cooperation with distributors. Some markets (such as the location of the manufacturers or important markets) are directly managed by the manufacturers themselves, while others are released for distributors to do.
How manufacturers intervene in channel construction:
1. Completely let go: There are performance requirements only for cabinet dealers. The dealers basically do not care about how to establish the next-level channels.
2. Provide assistance: For the consideration of the cabinet manufacturer's own market construction, the manufacturer will invest manpower and material resources to assist the dealer in the construction of subordinate channels, and assist in market marketing work, which is called "assistance sales".
3. Fully dominated: The cabinet manufacturer's products, brands, and market operation system are highly mature, directing the market operation, and the dealers only pay for the money and perform work at the level of cooperation.
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