The origin of goods channeling has been for many years, and in the era when traditional offline channels dominate the world, cross-regional goods channeling is also "everyone shouts and beats", but the result of shouting is more and more. Later, with the rise of e-commerce, home appliances are like a fish in water, major e-commerce platforms and some wholesalers take advantage of attractive and convenient logistics, "strings" are rampant, it can be said that it is invincible all over the world.
Offline home appliance dealers have a love-hate relationship for fleeing goods. Love its ** is lower than ** channel, and you can earn more price difference by taking the goods yourself; Hate it has disrupted the inherent offline system, resulting in a chaotic war in the home appliance market, which has brought a lot of trouble to home appliance dealers. Home appliance brands are well aware of the increasingly serious problem of fleeing goods, but their attitude has always been ambiguous.
First of all, we need to understand the definition and background of goods channeling. Channeling refers to the unfair competition between merchants in different regions or platforms through cross-regional and cross-platform sales in order to compete for market share, resulting in chaos in the market and imbalance in the system.
In the home appliance market, the phenomenon of fleeing goods has been around for a long time, and with the rise of e-commerce, this phenomenon has intensified. The openness and cross-regional nature of the e-commerce platform make it easy for household appliances to be sold across regions, thus providing convenient conditions for goods channeling. At the same time, the e-commerce platform can reach a tacit understanding with home appliance brands by using the bargaining power of its large single sales, and the manufacturer provides it with low-cost customized models or special machines, and then acquiesces to these products without regional restrictions.
In addition to e-commerce platforms, there are also some large wholesalers who claim to be "related households" of brand manufacturers, and they are also the main force of goods channeling. The channels of these platforms are unknown, mainly concentrated in the major logistics transit places, some of the products in the hands of these people do have advantages, but there is also a risk that the source of goods is unclear and the quality is difficult to guarantee. However, the most attractive thing for offline dealers to place orders is the low price, and offline dealers have become the shipping port of these platforms in disguise, which further exacerbates the occurrence of the phenomenon of goods channeling.
The reason why the goods can be channeled unimpeded, the home appliance brand should bear the main responsibility. Some home appliance enterprises have deficiencies in channel management and first-class systems, and fail to effectively control the occurrence of goods channeling. The main reason for this,Many home appliance brand sales assessment is based on the number of wins and losses in terms of performance,Position determines thinking,If the sales boss of a brand has not seen growth in performance for two consecutive years,This position is likely to be replaced,Therefore, most home appliance brand sales planners are difficult to consider in the long run。 If a brand wants to really extinguish the fleeing goods from the source, it needs to face the challenge of large fluctuations in sales performance, because the shipments of many brands on e-commerce, large wholesalers and other platforms are considerable.
To solve the problem of goods channeling, we need the joint efforts of home appliance enterprises, e-commerce, large wholesale platforms and distributors. Household appliance enterprises need to consider the long-term strategy, strengthen channel management and the construction of the best system, formulate stricter sales policies and punishment measures, and severely crack down on platforms that violate the rules and regulations. Dealers need to realize the harm of fleeing goods to the entire market system, consciously abide by market rules, and maintain market order and fair competition. E-commerce platforms should also strengthen the review and management of merchants and products to prevent the emergence of malicious low-price goods and counterfeit and shoddy products.
In short, the goods fleeing is a stubborn disease in the home appliance industry for many years, and home appliance enterprises, as a key part of the entire industrial chain, should start from the long-term interests of the brand, straighten out the relationship between the platforms, and strictly control and crack down on the behavior of goods fleeing in order to truly maintain market order and fair competition. Only in this way can we achieve the healthy, stable and sustainable development of the home appliance market.
How big is the impact of goods channeling on the offline market? Pay attention to the "home appliance people"** and listen to what the big names in the group say. The freshest information, the lowest ** information! You have a story, I have wine, let's talk about it. Household appliances are channeled