Under the pressure of e-commerce, the channel transformation of home brands is on the rise. Whether it is willing or not, the home industry is stepping into the e-commerce era, from the simple rental booth in the home store to the transformation into a large service provider. The brand flagship store with independent property rights and joint investment with industry alliances have become the three major trends. Industry experts predict that this channel change will narrow the bottleneck for e-commerce development and bring a new impact to traditional home distribution channels.
On the eve of the Mid-Autumn Festival, Zhang Zhiliang, vice president of Huanengjia Group, announced at the media conference of “Industry Xingbang·China Home Building Materials Channel Transformation Dream†hosted by Huanai Home Group, Huamei Lijia, China Building Material Brand Alliance and China Home Brand Alliance. To develop e-commerce and promote channel change, the first step for Huanian Home is to transform into a large service provider. "In the future, the distribution method of home building materials should be 'manufacturer + service provider'. The service provider can complete the receipt, installation and after-sales, and the intermediate link will become more and more light." Zhang Zhiliang said that as a representative of the service provider, after 21 years of development, Huanian Home has established logistics center warehouses in 12 cities across the country, radiating the whole country, and establishing a professional paving team and transportation team to realize one-stop service for customers regardless of where they place orders. Large service providers, "After large service providers are ready, the home industry will soon see different e-commerce."
Under the impact of the e-commerce tide, the flagship store with independent property rights has become a new channel choice for home brands. Home building materials are large-scale durable consumption. Consumers need to go to the experience store before ordering online, and this experience store is best enough to display all kinds of products. The average home store has high rent and limited display space. Hualien's Huamei Lijia innovatively launched the “property brand flagship store†model, supporting upstream manufacturers and their exclusive distributors in the form of property self-holding, unified investment and unified operation, and purchasing gorgeous stores at low prices. Property rights, and the lease period is 2-3 years, ensuring that each brand has a large flagship store in each city. At present, Huamei has built a flagship store with home building materials as the main part in 13 cities. Due to the avoidance of high circulation fees, the existing home sales store has a new impact on the model of brand opening.
When establishing their own channels, the brand and channel platform adopts the method of mutual participation and joint investment, which further strengthens the partnership, and is more risk-resistant under the influence of the e-commerce. On December 3, 2013, Zhongtao Investment Group, which was initiated by 21 ceramic enterprises, is forming a coalition of Chinese building materials brand with more enterprises. It is affiliated with China Household Brands with more than 60 mainstream furniture companies. Together, the interactive investment in the emerging stores of Huamei Lijia, the home brand is both the boss and the merchant in the channel. Mutual investment not only saves costs, but also makes the channel more stable, leaving a long-term for the future e-commerce experience store. Exhibition base. Lu Hao, secretary general of the China Home Brand Alliance, believes that in the next five years, a brand may only need a large-scale experience flagship store in a city. The model of joint investment between brands and channels is quite helpful for promoting e-commerce.
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