This year's market is relatively cold, dealers have a common group of appeals, and can quickly reach agreement on alliance activities and services in a small scope. Unlike the alliances launched by manufacturers, the flexibility is low, and the form of alliances that are strongly suppressed is also likely to encounter obstacles at the implementation level. "Today, are you in the league?" In recent days, such greetings are no strangers in the Xi'an home building materials circle. After the launch of the high-end alliance in the first half of this year, I love the Alliance, the Huizhong Alliance and other "alliance sharing bodies" are also eager to try, and have entered people's attention. "A chopstick is easy to break, ten chopsticks are as hard as iron." When the market was cold, the emergence of the alliance was not a case of the Xi'an market. In this wave of brand alliances that have appeared nationwide, the Guangzhou Home Building Materials Brand Alliance “One Home†and Tianjin Leader Building Materials Home Brand Alliance are among the products. The market phenomenon "You yell at me" brewed the brand alliance, the home of the high-end brand alliance to absorb the Italian bee tiles (decoration renderings), Oakville furniture, Louis Farlock cabinets, emperor stairs (decoration renderings), Long Ding Wooden doors, Filmwell doors and windows (decoration renderings), Luoxi Yimei parquet floor (decoration renderings) seven brands. So far, several designer salons have been organized, and in May this year, they went to Xunyi County in the depths of the Qinling Mountains to offer love to the mountain primary schools. Since its establishment, major league brands have been active. On August 19th, I love the league's first wave of promotional activities will launch a full-scale attack on the market. Icons, Anderson, Anwar bathroom, European cabinet wardrobe (decoration renderings), Germany Marburg wallpaper, Guanniumumen, Bode ceramics, Ai Ruisi, Nanyang Dike eight brands have been spread in the major stores. Even the Huizhong Alliance, which just started the launch conference on August 9th, has quickly established a unified planning department and began to prepare for the alliance activities in early September. In fact, the home league is not a new gameplay. The earliest in the country, the most intensive and the most specialized, is the “Champion Leagueâ€. However, unlike the characteristics of the "Champion League" led by the manufacturers, the alliance brands that appeared in Xi'an in recent days were spontaneously composed by dealers. “This year, the market is relatively cold, dealers have a common group appeal, and can quickly reach agreement on alliance activities and services in a small scope. Unlike the alliances launched by manufacturers, the flexibility is low, and the form of alliances that are strongly suppressed is also easy to implement. The level encountered obstacles." As a member of the "Champion League", the general manager of the European cabinet wardrobe, Zhang Wei said. After the integration of the group's heating market in the off-season and seeking “curve overtaking†, the alliance brand can realize the full sharing of customer resources, capital resources and channel resources. “When I started to set up a high-end alliance, the first real problem to consider was whether we could warm up. Let’s consider whether these seven companies have common customer appeals and a perfect after-sales service system. We hope that through excellent designers, Passing the concept of high-end brand life to high-end customers.†Zhao Junhui, general manager of Bee Tiles, believes. Among these alliances, it is worth mentioning that Suning Appliance was introduced into the Huizhong Alliance to carry out the "holding group". It achieves a more mature pan-home shopping platform through one-stop cross-border. Similar to its positioning, I love the Alliance is also committed to providing consumers with better prices and services. Zhang Wei told reporters: "In fact, when we first started the alliance, the name was the League of Leaders. Everyone felt that this name was a bit like self-positioning and did not fully consider the interests of consumers. Later, after discussion, it was changed. I love the alliance that is more in line with the public." Prospects predict that the major leagues will lead the competition. Because of the sluggish market this year, many people have defined the emergence of alliances by "cooling down, let us warm together!" If the market turns better, is there a situation where "the long-term must be divided"? There must be inextricable links in this, but if the alliance is simply blamed on the quality of the market, it is a bit lopsided. “The main reason why home brands favor cross-border integration is that the profit margin of single product operation is getting thinner and thinner, and alliance brands can share the risk of resisting.†Liu Jie, general manager of Yijie·Italy stated: “Since it is planned to be established Alliance, that must be done in the long run. Our alliance is not to focus on earning money, and then more brand service will extend to thousands of households." The word "long-term to do" is frequently The traders of the major leagues have proposed that it has been enshrined as a "spiritual rule" for the accumulation of power. If the alliance effect continues to ferment, then it is difficult for a small brand that does not have the strength to join the alliance to be established and eventually eliminated by the market. From this perspective, the alliance brands that have sprung up like mushrooms have formed a "group-based" competition pattern dominated by major brand alliances. Reporter Zhang Li's reporter observes: It is the key to unleash the positive energy with the concerted efforts to maintain the unity of alliance cooperation and brand independence. This is the first major problem facing the alliance brand. "I am not optimistic about the building materials brand alliance, how to divide the profit? How to spread the cost? How to restrain?" The boss of a well-known home improvement company in Xi'an has focused on the actual situation and pointed out the problem of the alliance. And a store marketing manager said that the resources within the alliance brand are also prone to inequality. "The same is a furniture brand within the alliance. If one of the customer resources enjoyed by the alliance is far greater than the other, how to balance? Different product characteristics and different consumer groups, it is not impossible to produce such a problem." Spontaneous composition The alliance, because the good interpersonal relationship with the brand has come together, how to ensure that it will not evolve into a variety of "truss" or "crash"? For these questions, almost all major league brands did not give a positive answer. An example worthy of reference is that under the “Champion Leagueâ€, there are also retail committees, engineering committees, and designers committees, which provide professional management and promotion for different channels and give full play to their advantages. From the current point of view, whether the alliance brand can do "friends go together for a lifetime" is still a problem of creation, but the positive energy released by it cannot be underestimated. And the persistence and success of these alliances in the growth process has become a major source of confidence in the market.
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