博亿国际

At present, the competition among cabinet enterprises is fierce, and multi-channel development to seize the cabinet market has become an inevitable choice for cabinet enterprises. Entering department stores has become a new channel for many cabinet companies to explore and a way to expand their business market. However, although entering a department store can to some extent attract some popularity for cabinet specialty stores, cabinet merchants still need to carefully consider the high rent and targeted sales audience.

Brand promotion

The main purpose of opening a cabinet specialty store into a department store is to gather popularity, especially among young people. Although they may not enter a specialty store with the intention of buying cabinets, even if they walk around the store and chat with the store staff, it may bring business opportunities and accumulate potential customers for the brand in the future.

Assumption of risk

When cabinet brands enter shopping malls, they actually bear significant risks. One is that although department stores have a large customer flow, customers' consumption habits determine that their goal is not on the cabinets; The second reason is that many department stores are located in prosperous commercial areas, and high rent brings expensive store rent, often twice or three times that of similar home building materials stores. At the same time, cabinet booths require a large space area, which brings a lot of pressure to cabinet merchants.

Shopping malls have high requirements for entering cabinet brands

Cabinet products have a wide variety of categories and complex processes, requiring selection, installation, after-sales support, and other links, with the characteristic of long consumption cycles. Therefore, for the cabinet industry, the control of the store is particularly important. No matter what mall, its comprehensive capabilities such as service, coordination, and management are invisibly put forward higher requirements compared to traditional department stores such as clothing and food sales. Therefore, entering a mall with cabinet products is not just about being able to afford a deposit.

In general, it is still quite challenging and risky for cabinet brands to settle in department stores. At present, it is difficult to become a mainstream Marketing channel. Facing the possibility of opportunities, cabinet enterprises need to weigh the advantages and disadvantages and make choices based on their own development.

Reference: China Overall Cabinet Network