1. Low prices every day, no low prices every day. Most of the suppliers in the building materials supermarket are agents, which determines the price. The right to say the price is in the hands of the agents. The operating methods of the agents vary widely, which determines the price of the goods. of confusion.
2. Unified promotion, inconsistent promotion A common strategy used by building materials supermarkets to attract customers is promotion. Due to different product supply channels and different gross profit margins, it is difficult to achieve a unified promotion model for regional products.
3. Unified service
The service is not unified. Due to the lack of professional after-sales service personnel, the after-sales service of many products must rely on local agents. It is difficult to implement standardized service behaviors and even occur. The phenomenon of devaluing supermarkets in customers’ homes.
4. Unified marketing, unification is difficult to implement. Since the products in building materials supermarkets are of the same brand as those in stores-in-stores and roadside stores, building materials supermarkets do not bargain, while other businesses can negotiate prices. Two of the same brand Price, it is difficult for consumers to feel the price advantage.
5. Small profits but quick turnover is the slogan. In recent years, building materials supermarkets have increased their direct cooperation with manufacturers and increased their self-operated products. However, the sales prices have not dropped much. They are addicted to the benefits provided by suppliers. The gross profit is 15, and the self-operated one is 30 or more.
6. The store is large and there is no big marketing. The increase in self-operated products has given confidence to the marketing of building materials supermarkets, but few supermarkets have come up with shocking marketing strategies or large-scale projects that have made people talk about it. .
7. Transparent tax system, opponents are opaque. Because the building materials supermarket implements a value-added tax system, which is out of line with the current market mechanism, it is obviously at a disadvantage in the competition.
It also makes suppliers miserable. Prices of goods have to be raised when entering supermarkets, and the country does not have corresponding policy support.
8. Poor display image and weak customer retention ability. China's building materials supermarkets copy foreign models to engage in DIY, while domestic consumers like fine decoration and emphasize the feeling of home.
Building materials supermarkets lack a sense of life, and the product display is unattractive and difficult to arouse the enthusiasm of customers.
Many expensive products require customers to stand and make choices in a short time, which is contrary to traditional Chinese hospitality.
9. Insufficient efforts in building core competitiveness. In mid-to-high-end home decoration, home decoration companies occupy the main market. Because of their tacit understanding with agents, they can obtain higher profit margins, so home decoration companies find ways to resist Building materials supermarket.
The biggest advantage of supermarkets is transparent prices, so that ordinary people can understand their consumption. On the other hand, domestic building materials supermarkets have not yet had a home decoration center become the leader in local decoration. They are still imitating the model of home decoration companies, and in decoration costs There is no real discount for consumers.
10. Lack of talent and lack of innovation. Building materials supermarkets have developed rapidly in the past two years, and talent has always been a bottleneck.
Since most of the management personnel come from supermarkets, they are accustomed to focusing on management but not on operation. They have poor ability to seek truth from facts and creatively carry out marketing activities.
There are also some staff who come from roadside stores and rental systems. They do not have a strong view of the overall situation and have a poor overall business concept.
There are also some who have no experience and need to be trained for a long time.