We know that traditional product marketing generally has sales management systems (sales staff management, channel management, order management), marketing systems (market research, promotional activities, new product launches, brand promotion), service support systems, and product development systems. These system cabinet enterprises all need, but the connotation is very different.
The order management of cabinet enterprises is very complicated. From distributors' direct salesmen to introduce products, designers to measure rooms, double rulers, to order confirmation; from headquarters to accept orders, review orders, tear down orders, to parts procurement, production, assembly, logistics; from dealer receipt, installation to information Feedback, there is a long process. Every link is prone to errors or delays, so order accuracy is a very important management indicator in the cabinet industry. Some large enterprises in the cabinet industry even stripped order management from sales management to become a separate system, showing how important order management is. Order management needs the help of information system or a lot of manual support, which is an insurmountable obstacle for many enterprises. But products in traditional industries are very simple, and order management is quite simple.
Cabinets as an integrated product, features customized products, projects, decision support system for cabinet business service industry is much more complex than the traditional. For the traditional industry, all the sales process after the user signs the bill and pays the money is called after-sales. You buy a piece of clothing and carry it home. It is very simple to buy a TV set and add a handling link at most. The cabinet is just the opposite. After signing the contract, there is a complete production, logistics, and installation process. This process is both error-prone and requires human and material resources. In fact, it is a very critical part of the entire order implementation process. Distributors need to have installation teams, logistics and storage conditions, and manufacturers must have product quality control, delivery time guarantee, user information and complaint management capabilities, which leads to the importance of the entire service support system compared to traditional industries. . But the status quo is: most cabinet manufacturers, including many brand cabinets, simply do not care about the management of end consumers, so that the user satisfaction rate of cabinet products is far lower than the level of traditional industries. Of course, there are many reasons for this.
The product development system is also different. The development of traditional products emphasizes the function, cost and price of the product, but the development of cabinet products focuses on the appearance, style, style and culture of the product. In addition, the outstanding function is the concept of integration.
These seemingly mysterious things are sometimes unclear for teams accustomed to traditional industry development processes or modular division of labor. There is an interesting example. Our range hood has five colors of red, yellow, blue, white, black and Olympic rings. The price and function are the same. But some colors are easy to sell, some are not. In fact, the main reason is that the colors of the matching cabinets are different. When they rise to a high level, they are different in style and culture. This very vividly illustrates the difference between the development of cabinet products and the development of traditional products. Naturally, cabinet companies have very different requirements on the quality of developers.
The biggest difference between the cabinet industry and the traditional industry is that there are two important marketing systems: display design support system and training support system. The cabinet storefront is an integrated experience store, and its location, size, and decoration image are the keys to success or failure, which is very different from traditional industries. The display design is not only a part of the store, cabinet products and corporate culture occupy a very important content, and the layout of the cabinet mall is diverse, so you ca n’t completely outsource the cabinet mall to those decoration design companies in the society, let alone like appliances The apparel industry makes a set of storefront image standards, allowing dealers to follow suit. The decoration design of the cabinet mall is indeed not that simple. Brand cabinet enterprises need to have the display design support capability for Juduo storefronts. Cabinetry is a new industry, most of the employees are novices, but the core sales, design, and installation of the industry are also highly professional positions. You can't take the staff in these positions directly from the society, you can only train them yourself. This requires cabinet brand enterprises to have strong training and support capabilities.
The ability to display design support and training support directly determines whether the cabinet brand can really become bigger and stronger, which is the core competitiveness of the cabinet brand. But so far there are few cabinet brands that can build these two systems. Many home appliances (including floor, furniture, bathroom, sink) brands cross-border cabinets, because of their own accumulation in this area is almost no, intentionally or unintentionally want to bypass. Facts have proved that this just does not work. If home appliance companies want to make good cabinets, transformation is necessary, and the opportunity is here.
If you evaluate the marketing system of the three giants of cabinet brands, Oupai's features are that all systems are relatively sound, and the training support system and display support system are relatively strong; Haier is better in sales management system and service support system; Product development capabilities are far ahead. In the marketing system, each of the three brands has its advantages, Oupai is stronger than brand promotion and public relations activities planning, Haier is better than terminal promotion and execution, and Kebao is better than brand packaging. As for other brands, most of them are not available on the table. The marketing system simply lacks arms and legs, and competitiveness is naturally greatly reduced.
To do marketing is to do communication, and the media is a public resource. How to integrate and redistribute resources to maximize resources and achieve more with less is integrated marketing communication. The target consumer group of the cabinet industry is certainly very clear, but there are many channels that can affect its consumer behavior. TV, newspaper, radio, outdoor, network, community, terminal, public relations, etc., there is hardly any traditional industry like a cabinet, what media means Seems to be able to use. This makes cabinet marketing have the characteristics of integrated marketing from the beginning.
Integrated marketing is actually a concept put forward by the home appliance industry in the early years. The cabinet industry is still small in scale and there are not many big companies. However, several well-established brands have all worked hard on integrated communication. Oppa ’s CCTV ads, newspaper ads, outdoor ads will not be mentioned, just public relations marketing, in recent years, there have been generous, first overall kitchen culture seminar, and then the European Cup overall kitchen space design competition, a joy last year China Bank, this year launched the Champions League, which is bigger than the first time. The difficulty and complexity of integration can be imagined.
Kebao firmly grasps the designer group, a market power that can affect the high-end user group, puts long-term advertisements in high-end home media, opens big stores to create experiential and conceptual terminals, and continuously launches seven New concepts such as house, eight head office, non-romantic and non-cabinet, organizing designer salons, home improvement lectures and other series of activities to create visibility and brand influence in the high-end market. With its strong brand appeal and terminal execution, Haier has also gained a lot in festival promotion, community promotion and unit public relations. The path of cabinet marketing promotion is really different.
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