Home industry cabinet marketing new model holding group alliance power

Recently, the cabinet industry "bringing alliances" quietly went into battle, and the new format of "alliance operations" has gradually been accepted by more and more enterprises. On the one hand, the latest preferential policies of merchants have just been launched; on the other hand, cabinet companies have formed alliances with other companies, and they are looking forward to attacking the entire pan-home market in the Year of the Snake.

The new mode of cabinet marketing is a powerful alliance

The new marketing method such as “Bundle Alliance” has gradually emerged in the first two years. The good results of the business have also fully proved the power of the alliance operation. This strategy has become the breakthrough point for the sales of the cabinet industry in the off-season.

Affiliate marketing achieves a win-win strategy

With the emergence of more and more cabinet brands, various brands in the market have presented a diversified mesh joint marketing model. Industry insiders have said that the "alliance marketing" model may be the trend and trend of many brands responding to fierce market competition and increasing sales. Merchants through the group alliance to create a "one-stop decoration and purchase" form is convenient and fast, as long as the product quality, you can embrace the owner's heart, in the cabinet industry's benign development also needs "alliance combat" to ignite the market, touch the consumption Passion for consumption.

The form of cabinets "bringing alliances" makes the cooperation between cabinet companies and other building materials brands and decoration companies closer. Everyone hopes that this new marketing idea can give play to the advantages of the group and revitalize the market.

Sharing cost sharing resources

There is still considerable room for development in resource integration. The alliance should establish a unified brand marketing platform, enhance interaction, unify services, and absorb more high-quality brands to meet consumers' “one-stop decoration”. Urgent need.

Businesses participating in the alliance generally believe that one person has little power and the alliance can share costs and share resources. “A brand can be held separately and the investment in the brand can share the market pressure. The cost of brand investment is less, and more will be given back to consumers.”

“Last year, there were a lot of affiliate marketing in big and small. For example, if one company used to do an activity, it would have to pay 50,000 yuan, but the alliance marketing, one may only cost 10,000 yuan. The existence value of alliance marketing is to integrate individual effective resources. Together, let 1 plus 1 play a role greater than 2.” The head of Red Star Macalline said that affiliate marketing will still be an industry trend, but the nature and form of the alliance will change, and “design” is an indispensable factor. "Now many merchants are just sitting in the house to engage in activities, and have not gone out to study what consumers need. In the future, while forming alliances, we must also include 'design' and design products according to consumers' needs. Customized personalized service."

The new mode of cabinet marketing is a powerful alliance

Cabinet Alliance intensifies industry competition

The cabinet industry is involved in various forms of "union army", which makes the original unsteady pan-home market show uncertainty. Some cabinet brands that have been struggling to survive will face greater market challenges. If the alliance effect continues to ferment, then it is difficult for a small brand that does not have the strength to join the alliance to be established and eventually eliminated by the market. From this perspective, the alliance brands that have sprung up like mushrooms have formed a "group-based" competition pattern dominated by major brand alliances. Some cabinet businesses bluntly said that the alliance operation is actually a helpless move, and it is also the best policy to expand the market in the off-season. However, "Alliance Combat" can indeed rely on the linkage between brands and brands to enhance market influence, speed up brand building, and stabilize the market share that is lost in the off-season. Joining a good project home is a good choice.

According to senior marketing experts, the alliance has a multi-faceted "dark war", and the alliance war is equivalent to "killing three thousand self-destruction eight hundred." The alliance activities organized by the brand spontaneously, the marketing expenses are evenly distributed, and the effect of the activities is directly related to whether the participating merchants can obtain better returns. There is a “hot and cold unevenness” between the alliances and the participating merchants.

How far can the alliance model go? A cabinet agent who participated in the alliance operation said that at least in the current market situation, the alliance promotion still has a way to go, as far as how far it can go depends on consumers. Specifically, an enterprise as an alliance must be a dominant enterprise in its industry, with a clear market positioning and differentiated competitiveness. Second, an enterprise that joins the alliance cannot only seek the interests of one family and harm the interests of others, thus reducing The problem of complaints caused by unqualified quality and inadequate service; thirdly, it is necessary to strengthen communication and supervision. If it is to develop healthily, it is necessary to enhance cooperation and execution, and strive to make the target market consistent and support each other, so that its The road will go further and further.

Alliance mode still needs to be improved

Expanding sales and striving for more potential customers is undoubtedly the foundation of the “home alliance”. However, a cabinet dealer who once participated in the "Alliance Operations" believes that although the big goals of the alliance are the same, the subtle goals are different for the brand, which is bound to the specific activities and forms of activities of the alliance. There is a certain impact. Therefore, in the pan-home alliance marketing, the consistency of the goals of each brand activity is the primary problem that the brand alliance needs to solve, whether it is in the promotion of products or the after-sales service in the later stage. In addition, the extent to which the “Bundle Alliance” can provide price concessions is still the biggest doubt that restricts sales.

In the previous "Bundle Alliance" marketing, the reporter saw that although the product prices of cabinet alliance merchants have been reduced to a certain extent, for consumers, because the cabinet brands participating in the alliance are mostly medium and high-end brands, the quality of each brand's products is better. High, the price is still relatively expensive, even under the "union warfare" system, it is impossible to achieve the same price as the second and third line brands. Therefore, for those consumers with weak purchasing power, the choice of “home alliance” still has certain limitations.

The purpose of brand merchants participating in alliance operations is to provide consumers with better prices and services. And no matter how much it really does, the positive energy it releases is still not to be underestimated. And the persistence and success of these alliances in the growth process has become a major source of confidence in the market.