With the gradual stabilization of hardware demand, the space for sales growth in the hardware market is getting smaller and smaller, and the “bottleneck” problem has gradually emerged. Under the premise that the sales volume cannot be broken, can the company look for another way to increase economic efficiency? It should be said that the sales structure is the only choice.
Pressures and Opportunities Under the current circumstances, the hardware sales structure has encountered the following pressures: First, the pressure of supply. This pressure is mainly reflected in the mismatch between market demand and supply of goods. Like the growth of the structure, mainly relying on high-end decorative hardware to support, but the market's heavyweight brand Chinese decorative hardware supply is negligible, low-limit, unable to meet market demand, has become a helpless company's "heart disease." Second, the market pressure. This pressure is mainly manifested in the pressure of demand, as in the jurisdiction, a large number of floating population filled the market, low income, decorative hardware addiction characteristics of consumption so that this group of people has been sucking middle and low hardware, hard to put the entire The sales structure was dragged down. Third, the pressure of consumption. In addition to the floating population, the consumer demand structure of the local residents has reached a peak. For example, many residents have taken the 20 yuan grade as the main force of their own consumption. It should be said that the proportion of the entire hardware consumer spending of the residents in the entire consumption is already at The status quo of overdraft, in this case, it is not easy to increase the level of the residents' consumption.
Of course, we can also see some opportunities: First, the integration of the brand brings the integration of demand, and the entire concept of consumption is promoted and promoted. From a small decoration to a large hardware facility, some small-scale, low-grade and non-climate brands are gradually being stripped. These originally scattered consumer demands are gathered and turned to high-end, large-scale brand names. An upward sign of consumption structure. Second, the continued growth of the country’s GDP will continue to increase the proportion of residents’ consumer spending, which will in turn lead to the growth of consumer spending in the hardware sector. In addition, the hardware itself is an ornament, and the brand, status, etc. constitute a high level of consumption, which will make some consumers have an intangible yearning and motivation for smoking high-end brands.
As a hardware company, as a hardware company, when it comes to the breakthrough point of structural upgrading, it is necessary to do a good job by integrating the hardware sales structure into its own role. It is not merely to promote the upgrade. In the process of promotion, it must be Pay attention to the principle of balance between supply and demand, and include the following aspects in the implementation of the entire measure:
1, change the supply. The market is disorderly. If everything allows the market to develop freely, the consequences of the self-regulation of the entire market and the company’s pursuit of goals will become farther and farther. As the sole supplier of hardware sales terminals, the company has the ability to control and regulate the market. Therefore, in the supply of goods, in order to make the entire sales structure steadily increase, the "lower balance" principle should be followed in the delivery of middle and low-grade decorative hardware. Of course, in the implementation of this principle, attention should be paid to the following aspects of the measurement and points: First, moderate and moderate hardware should be tightened rather than fully clamped. The improvement of consumption structure is not a matter of overnight, but it is a slowly changing process. Therefore, there must be a “buffer” in the supply control of middle- and low-grade hardware, and it must not be “stick to death”, otherwise it will make the market easier. Too hungry for this part of the hardware, affecting sales stability and customer satisfaction. Second, the supply of middle and low-grade hardware supplies must be balanced rather than ups and downs. Since the market demand is long-term and uninterrupted, it requires us to “supply a limited number of meals” in the supply of goods, but not enough and sometimes without limit, even if we need to completely withdraw the entire demand from the market. Good to a "chronic death."
2, stimulate demand. The characteristics of hardware fast-moving consumer goods have determined that many consumers are motivating demands, and brand loyalty has not been highlighted by other products. This has prompted us to have more room for us to recommend more high-end hardware brands to consumers. What's more, the current hardware brands are presented in multiple series of specifications, which allows consumers to have more choices for more high-end specifications in the process of identifying brands. Therefore, as an account manager, it is imperative that the various brands and specifications of high-grade hardware be presented as counters as possible. It should be said that the hardware on the counter surface makes it significantly increase its sales opportunities, visual impact and pressure, it is easy for consumers to make impulse purchases, and high-end hardware brands in dense specifications show consumers desire to increase, Invisible stimulates the demand, the jumping appearance of the grade of consumption also often is at this moment.
3, consumption-oriented. As brand entry thresholds become lower and lower, more brands enter the regional market, and there is a clear trend of competition among brands. Under this circumstance, as an account manager, it is possible to complete screening actions for all brands and tailor them to the appropriate hardware brands for retail customers and consumers. In the process of promoting to retail customers, the company focused on the brand's high-margin, premium decorative hardware. At this time, some high-end decorative hardware as a famous brand should be launched. Especially for mobile retailers with a dense population, they must seize a good image counter and surging consumer business opportunities, so as to achieve an overall increase in sales structure. According to Jiuzheng Building Materials Network, in the process of communicating with consumers, we must pay attention to the mentality of hardware consumers such as seeking new ideas, seeking differences, and seeking names, publicizing hardware culture, advocating the concept of consumption, allowing consumers to ignore prices, advocating a kind of Steady quality of life. In addition, many mobile consumers in other places have strong hometown complexes. Local high-quality, high-priced hardware brands are also often a source of capital they show off to others. If you seize this mentality and apply subtotals, you can often achieve unexpected sales results.
