2018年昆明電纜橋架市場(chǎng)過(guò)億 年入千萬(wàn)者不足十家

當(dāng)大家眼光重新關(guān)注昆明電纜橋架業(yè)績(jī)時(shí)，不少橋架廠家開(kāi)始焦慮，一年即將過(guò)去了，今年定下的銷售目標(biāo)似乎相差很遠(yuǎn)。

從目前各昆明橋架廠家發(fā)布的銷售業(yè)績(jī)來(lái)看，除了個(gè)別營(yíng)收超千萬(wàn)元，有望實(shí)現(xiàn)年初定下的銷售目標(biāo)外，其他公司都還相去很遠(yuǎn)。

這也讓人感到奇怪和反思，云南市場(chǎng)不斷增大，企業(yè)銷量卻跟不上，這背后到底包含著什么樣的風(fēng)波與曲折？部分人士認(rèn)為電纜橋架行業(yè)長(zhǎng)期呈現(xiàn)“大行業(yè)，小企業(yè)”的狀態(tài)，至少存在以下三點(diǎn)原因。

一、昆明電纜橋架產(chǎn)品低頻高價(jià)，消費(fèi)者品牌認(rèn)知度不高

橋架消費(fèi)太低頻，廠家不主動(dòng)打廣告的話，經(jīng)銷商很少會(huì)主動(dòng)做廣告宣傳，廣大云南采購(gòu)者對(duì)橋架企業(yè)品牌的認(rèn)知度很低，甚至在很多采購(gòu)者以最低價(jià)選擇品牌。

由于橋架行業(yè)屬于超低頻消費(fèi)，消采購(gòu)者平時(shí)對(duì)電纜橋架企業(yè)基本不會(huì)留心關(guān)注，只有在有需求時(shí)才會(huì)主動(dòng)了解。對(duì)于大部分的采購(gòu)者來(lái)說(shuō)，電纜電線的安裝是一個(gè)樓盤(pán)只集中采購(gòu)一次，很少人員會(huì)經(jīng)歷兩到三次，由于平常了解不多，但又是巨額的“大宗消費(fèi)”，大家在采購(gòu)之前都會(huì)尋求多方參考意見(jiàn)，慎重決策。

汽車也是低頻消費(fèi)，但和家居產(chǎn)品不同的是，汽車廣告信號(hào)強(qiáng)，平時(shí)在電視、電梯、商場(chǎng)

這是個(gè)太過(guò)“沉默低調(diào)”的行業(yè)，消費(fèi)者不能主動(dòng)找上門(mén)來(lái)。企業(yè)做大營(yíng)收需要同時(shí)滿足市場(chǎng)規(guī)模、單價(jià)利潤(rùn)、客群流量等基本因素，在流量這方面，昆明橋架企業(yè)顯得很被動(dòng)。

二、昆明電纜橋架產(chǎn)品非標(biāo)化嚴(yán)重，信息高度不透明

另外電纜橋架建材屬于非標(biāo)品，沒(méi)有標(biāo)準(zhǔn)的參照系數(shù)，這也是橋架廠阻礙規(guī)?；l(fā)展的一大因素。

橋架產(chǎn)品非標(biāo)化也容易加深本行業(yè)的信息封閉性。對(duì)比汽車、服裝等行業(yè)，他們的產(chǎn)品和銷售流程都相對(duì)標(biāo)準(zhǔn)化，能夠大量存貨，各項(xiàng)指標(biāo)生產(chǎn)標(biāo)準(zhǔn)透明，價(jià)位也明朗清楚。

三、電纜橋架行業(yè)重服務(wù)和體驗(yàn)，對(duì)人的依賴程度高，信息化程度低

電纜橋架行業(yè)本質(zhì)上屬于傳統(tǒng)制造業(yè)，產(chǎn)品重視服務(wù)和體驗(yàn)，做工、顏色、觸感等都需要有場(chǎng)景配合。企業(yè)要達(dá)到優(yōu)質(zhì)的服務(wù)，就得擴(kuò)展到各個(gè)地區(qū)，解決物流、倉(cāng)儲(chǔ)、展示、驗(yàn)貨、送貨、安裝、售后等問(wèn)題。

When people pay attention to the performance of Kunming cable bridge again, many bridge manufacturers begin to worry. A year is coming, and the sales target set this year seems to be far from the same.

Judging from the sales results released by various Kunming bridge manufacturers at present, apart from individual revenue exceeding 10 million yuan, it is expected to achieve the sales target set at the beginning of the year, other companies are far from each other.

It also makes people wonder and reflect that the growing market in Yunnan, but the sales of enterprises can not keep up with, what kind of ups and downs are behind it? Some people believe that the cable bridge industry has long been a "big industry, small enterprises" state, at least for the following three reasons.

1. Low frequency and high price of Kunming cable tray products, consumer brand awareness is not high.

Bridge consumption is too low frequency, manufacturers do not take the initiative to advertise, distributors rarely take the initiative to advertise, the majority of Yunnan buyers on the bridge enterprise brand awareness is very low, and even in many buyers to choose the brand at the lowest price.

Because the bridge industry belongs to ultra-low frequency consumption, consumers usually pay little attention to cable bridge enterprises, and only when there is demand will they take the initiative to understand. For most purchasers, the installation of cables and wires is a concentrated purchase of a building only once, very few people will experience two or three times, because they usually do not know much, but also a huge amount of "mass consumption", we will seek multi-reference opinions before purchasing, careful decision-making.

Automobile is also low-frequency consumption, but unlike home products, automobile advertising signal is strong, usually in television, elevators, shopping malls.

This is too "silent and low-key" industry, consumers can not take the initiative to find. Enterprises need to meet the basic factors such as market size, unit price profit, passenger flow and so on. In terms of flow, Kunming Bridge Enterprises are very passive.

Two. Kunming cable tray products are not standardized, and the information is highly opaque.

In addition, cable bridge construction materials belong to non-standard products, there is no standard reference coefficient, which is also a major factor hindering the development of large-scale enterprises.

Non standardization of bridge products is also easy to deepen the information closeness of the industry. Compared with automotive and apparel industries, their products and service processes are relatively standardized, able to mass production, transparent parameters and clear prices.

Three, the home industry is heavy service and experience, high dependence on people, low degree of information.

Cable bridge industry essentially belongs to the traditional manufacturing industry. Products attach importance to service and experience. Work, color, touch and so on need scene coordination. In order to achieve high-quality service, enterprises have to expand to various regions to solve logistics, warehousing, display, inspection, delivery, installation, after-sales and other issues.

The way to make a brand may be to advertise by the enterprise itself, but the cost is very high, and the more comprehensive and accurate the channel coverage is, the more expensive the cost is. It may also be that after the industry informationization is improved, good enterprises can be easily searched by consumers.