China's kitchen cabinets are rapidly expanding outward

There is a story circulating in the industry: After a kitchen electric appliance company in Guangdong entered the cabinet industry , it quickly expanded outwards in the form of " kitchen electric cabinets ". Over a year, more than 100 franchisees have been developed nationwide. . The boss has joked: We don’t calculate how many cabinets are produced every month, but how many dealers have been developed and how many exhibits have been produced.

Who would have thought that the number of affiliated dealers of this brand has dropped sharply, and some have closed down, and some have changed their minds to become their homes or to operate independently as brands. At this time, the boss began to wonder: There was a problem there. In fact, the answer to the question was simple—the target market was not selected correctly, and there was no strong comprehensive service capability to protect the operations of the franchisees.

At present, there are three choices for the development and expansion of cabinet manufacturing enterprises. The cabinet brands represented by Kebao and Gold are mainly developed in the first- and second-tier markets. The Shanghai cabinet brands represented by Yadir and Ocalo are Enthusiastic cooperation with building materials supermarkets, their main goal is also the first and second cabinet market; the Guangdong cabinet brand represented by the European side is attacking everywhere, and has not determined the market target of the main attack.

The choice of different ways to enter the same target market, the results of these three ways of expansion are also different. Kebao and Gold are the high-end products in the first- and second-tier markets. The profit margin of the products is high, and the time of joining the dealers is relatively good. Yadir and Ocalo rely on the excellent cost performance of Shanghai cabinets, along with the development of B&Q. Development, the sales volume of products is very large.

In the traditional sense, Guangdong enterprises have always paid attention to the wholesale of product quantities, so Ou Pai and Han Li. Guangdong cabinet companies such as home delivery have long paid attention to the development of franchisees, but in the past two years, Guangdong cabinets have been shrinking in the primary and secondary markets due to the positioning of Guangdong cabinet products.

Many experts in the cabinet industry believe that the image of Guangdong cabinets is not only Beijing Kebao, but the product quality is not only Shanghai Yadir, so the third and fourth cabinet market is the main battlefield of Guangdong cabinet makers. In fact, the bosses of cabinet manufacturing companies calm down and analyze the market well, they will actively avoid the risk of market competition and make correct choices for the target market.

We found that many cabinet manufacturing companies have defects in the development of franchisees, and they do not pay attention to improving their comprehensive service capabilities. The franchise distribution system of cabinet manufacturers in one-way franchise distribution cabinets has lost its competitive advantage, and manufacturing companies and distributors should establish strategic alliance partnerships.

If the franchisee is a fighter who fights in front of the line, the manufacturing enterprise is the arsenal, which transports weapons and ammunition for the front line, but it must not send the cannon to the front line in the confrontation between the two armies; if the franchisee is a patient seeking medical treatment, the manufacturing enterprise is the hospital. It can not only diagnose the cause, but also formulate the medicine; if the affiliate dealer is a toddler, the manufacturing company is the parent who cares for the child, and always stretches out the child who will fall. All kinds of assumptions are only used to show that when the cabinet manufacturing enterprises develop their franchisees, they must first have the courage, wisdom and love, and must turn the trading relationship between the manufacturing company and the franchisees into service and service. Relationship.