According to statistics: National consumption during the May Day Golden Week was 320 billion, a year-on-year increase of 15.5%. Four characteristics of consumption performance:
◆ First, product sales grew steadily. LCD TVs, fashionable air conditioners, gold and silver jewelry, digital cameras, seasonal fashions, etc. are favored by many consumers.
◆ Second, consumption concepts are constantly upgrading. "Healthy" and "learning" consumption have become new favorites.
◆ The third is to go to the countryside to "eat farm food, pick farm fruits, and live in farm houses" to experience the natural and harmonious farm life, which has become the preferred way of celebrating the festival for many city people.
◆ Fourth, the traditional catering industry is booming, with business at weddings and family banquets booming.
From the perspective of consumption structure, there is an obvious trend of consumption upgrading. From the perspective of purchasing, consumption is gradually returning to rationality and consumption has a downward trend. From the perspective of sales, channels are integrating upwards. In the future, "consumption downward, channel upward" will surely become a new model. Diversification and fewer levels of large circulation and small customers will become the inevitable direction of merchant channel innovation, which will also subvert the traditional flat channel theory.
Fast-moving consumer goods were early to propose the channel sinking operation model, and they also achieved long-term development, allowing some brands with flat capabilities to stand out. Flatness is guided by a certain market environment:
▶ First, the market is in a period of rapid growth.
▶ Second, the product has a relative price space.
▶ Third, the brand has a high premium capability.
▶ Fourth, the cost of channels is not high and the channels are relatively simple.
With the slowdown of market growth, the traditional flat model has been challenged and has become a burden for brands. Therefore, fast-moving goods have resumed large-scale production and provincial-level production. Patterns achieve more effective growth than flat patterns through pattern reshaping.
This year, the home building materials industry will face a big test, especially for dealers. The proportion of hardcover products continues to increase, causing agents to lose a large portion of their market share. The continuous increase in the number of complete equipment, in terms of financial risks and low prices, has left many dealers at a loss as to what to do, and they have too many worries and overburdens. The only remaining channel is retail with few door-to-door customers. Hundreds of sellers in a city are competing for a limited share. Dealers without team advantages, product features, and store experience will withdraw from the competition stage . In 2019, the reshuffle will start from the bottom up. Especially customers in provincial capitals without large circulation will be forced to close stores and reorganize under the pressure of high costs. The consequences of store closures are not a matter of losing one store, but Destruction of the entire business ecosystem.
Under the high pressure of the market, companies are not having a good time. They all want to vigorously expand the market through channels. However, there are more and more channels, and purchases are becoming more and more channel-free. It can be seen from the promotion effect from 3.15 to 5.1 that the effectiveness of the channel and the pulling power of the activity are insufficient.
Nowfor manufacturers, it is no longer the innovation of products, channels, flat sinking, and promotion models, but the reconstruction of new cooperation mechanisms, thereby establishing a kind of integration and symbiosis The large circulation small customer model uses modern tools to make ceramic channels civilian, accessible, burden-free, social, and shared. This will be an important task at present and prepare for future competition.
Author: Zhang Nianchao
