The pace of wooden door enterprises involved in “whole home” is gradually accelerating

The term "home alliance" is no stranger to the wooden door enterprise. Once upon a time, the "knife" "knife" in the home building materials industry across the country is arrogant, no one can stop, almost every month has "alliance", The scale ranges from 100 people to thousands of people to 10,000 people; the “Alliance” venues range from shops to hotels (hotel renovation renderings) to large stadiums. At the peak of the time, one person on the stage called, and everyone in the audience should be there. The scene was absolutely shocking.

With the continuous development and progress of the overall home furnishing industry, in recent years, the footsteps of the wooden door enterprises to get involved in the “whole home” have gradually accelerated. The cross-industry alliance of several major enterprises has become a hot topic in the industry in recent years, in today's market environment. What is the action of the wooden door enterprise?

Judging from the market effect of the Champions League operation for four years, in the market environment where the property market continues to be sluggish and home improvement demand is suppressed, the model of brand joint promotion has a very obvious effect on sales. With the advertised role of the Champion League, the same grade, complementary quality home brands have become a trend, and through joint promotion to reduce marketing costs, through channel sharing, customer sharing to jointly develop the market.

Deng Yuanping told reporters that the first alliance has a new idea and a new model, and the new promotion conference will be launched in June. According to Deng Yuanping, the first alliance has cooperated with the media to try to decorate the classroom promotion model.

The old champion league also has new moves. According to Zhang Xinming, president of the domestic champion league, after many attempts and explorations, the content of the champion alliance hotel activities has also been upgraded from the initial president's insurance price to the new listing and profit promotion, so that the hotel bargaining will have more added value. . At the same time, the new activity mode of the Champions League will also be unveiled in the second half.

According to Zhang Guicheng, the promoter of “One Home”, the brands of “One Home” Alliance have the same strength, not only professionally, but also complement each other. As the brand concepts are consistent, through the unified planning, all aspects of customer resources, capital resources, and channel resources are shared, thereby achieving complementary advantages and enhancing the competitiveness of the community. Not only can consumers easily achieve “one-stop renovation”, but they also enjoy special discounts within the alliance.

One obvious fact is that almost all major leagues currently cover almost all home categories such as furniture, ceramic tiles, wood flooring, paints, cabinets, wardrobes, lighting, wooden doors, fabrics, etc., and several major leagues cover almost 10 categories. All first and second line brands. Correspondingly, there are many third-line brands that have not had time to join the alliance, have no alliance awareness, or are excluded by the alliance. Where will they go? There are only two ways in front of them: joining the alliance or self-built alliance, or Continued individual combat, advance and retreat, and eventually eliminated by the market.

Insiders pointed out that under the current wave of brand alliances, the domestic home building materials market will be reshuffled, and the brand structure will face a new round of adjustment, which will eventually form a 'grouping' competition pattern dominated by cross-industry alliances.

In many places, the "union" winds come quickly and go fast, as if overnight, they disappeared from the market. Just as there is no "love" in the world for no reason, the "alliance" to the wooden building and other home building materials, based on a combination of interests, is bound to not last long. When the "Union League" was in turmoil, several people remembered the "sweetness" when they first held hands.

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