原木电动餐桌餐椅 电动餐桌经销商该如何规划

原木电动餐桌餐椅   电动餐桌经销商该如何规划产品线

How to plan product lines for electric dining table dealers to enhance market competitiveness

 

 

 

 

随着竞争对手的增加以及竞争手段的不断升级，电动餐桌经销商产品销量和利润开始呈现不断下降的趋势。近几年，电动餐桌企业和经销商一直在寻找突破点，却依旧处于迷茫状态。当店内产品自相残杀，当营销没有了方向感，经销商在产品线上的规划问题渐渐显现。当下，市场环境越来越复杂，电动餐桌经销商要想赚大钱，产品线的规划问题就必须要解决。

With the increase of competitors and the continuous upgrading of competitive methods, the sales and profits of electric dining table dealers have begun to show a continuous downward trend. In recent years, electric dining table companies and distributors have been searching for breakthroughs, but they are still in a state of confusion. When the products in the store are killing each other, and when marketing lacks direction, the planning problem of distributors on the product line gradually becomes apparent. Currently, the market environment is becoming increasingly complex, and in order for electric dining table dealers to make big money, the problem of product line planning must be solved.

 

 

 

 

首先，对产品进行角色分工

Firstly, assign roles to the product

电动餐桌品牌一般会有自己的明星产品、利润产品、战略产品、防御产品和体验产品，电动餐桌经销商通过对产品进行角色的分工，进行营销交叉组合才能取得全面销售成果。明星产品价格高，品牌溢价率高，主要功能是建立产品的品牌形象，应少做促销，以为终端店创造高毛利为主;利润和战略产品主要以量取胜，争取更多的促销资源冲量，防御和体验产品以量取毛利;产品主要为战术性产品，应对竞品竞争，为低毛利或无毛利产品，主要用于店庆或节日爆发量产品，吸引更多的人气。

Electric dining table brands generally have their own star products, profit products, strategic products, defensive products, and experiential products. Electric dining table distributors can achieve comprehensive sales results by dividing the roles of products and conducting marketing cross combinations. Star products have high prices and high brand premium rates, and their main function is to establish the brand image of the product. They should do less promotion and focus on creating high gross profit for the end store; Profit and strategic products are mainly achieved through quantity, striving for more promotional resources to drive sales, and defending and experiencing products through quantity based gross profit; The products are mainly tactical products to cope with competition from competitors, and are low or no gross profit products. They are mainly used for store celebrations or holiday sales to attract more popularity.

 

 

 

其次，以竞争对手为参考

Secondly, using competitors as a reference

产品线的长度规划主要以竞争对手为参考，以市场特性为依据。成长类品牌宜采取高端稍高、低端稍低的策略，高端稍高有利于提升形象，低端稍低可以实现价格阻击。刚进入市场的新品牌，要制定高中低全线覆盖的产品线，在经过市场的销售反馈后，再根据竞争对手和市场的特性来设计制定，适当压缩产品线，做自己有相对优势的产品系列。

The length planning of the product line is mainly based on competitors and market characteristics. Growth brands should adopt a strategy of high-end slightly higher and low-end slightly lower. High end slightly higher is beneficial for enhancing image, while low-end slightly lower can achieve price resistance. For new brands that have just entered the market, it is necessary to develop a product line that covers the entire range of high, medium, and low levels. After receiving sales feedback from the market, the product line should be designed and formulated according to the characteristics of competitors and the market. The product line should be appropriately compressed to create a product series with relative advantages.