Key points for future furniture enterprise marketing
The key to the success of future furniture business marketing is how to build a system. It should contain multiple links, multiple perspectives, three-dimensional, and layered. For the construction and implementation of the system, each enterprise needs to be creatively played in time and place. The author only cuts in from some points and elaborates, in order to stimulate thinking, for the actual construction of the enterprise marketing system, flexible use.
1. Establish brand positioning and lead overall marketing with brand building.
Larry Wright, an American marketing expert, pointed out: "It is more important to own a market than to own a factory. The only way to own a market is to have a dominant brand." Many furniture companies equate furniture brand construction with a name for the product. The brand's connotation is mostly hard-working, so that it can neither distinguish its own brand from other outstanding independence, nor can it condense the long-term focus of enterprise resources. We should proceed from the reality, according to the long-term goals, combined with the company's own advantages, resources, and good at, set up the strategic planning of the enterprise, consolidate the essence of the strategy, corporate culture and so on into the brand connotation. After establishing the brand strategy and clarifying the brand connotation, we should take the brand as the guide, so that all marketing activities and marketing links are coordinated, for brand building, continuous accumulation, making the brand vivid and unique, and ultimately “occupying†Dominant status."
2. Pursue channel efficiency and avoid channel simplification.
Domestic furniture companies have a single sales channel, which is basically distributor distribution, and agents are basically sold in furniture stores. The main drawbacks of this channel model are: 1 factories and agents, mainly interest alliances, non-partners, unstable relationships, 2 domestic furniture stores, no matter what name is used - furniture market, furniture city, furniture store , furniture maLL, furniture chain institutions, etc., are essentially the same, that is, the rent-type booth system. This is actually a commercial property, not a business form in a strict sense. Statistics show that this type of business has an average annual sales of 0.49 million yuan per square meter, which is much lower than the average furniture circulation in developed countries in Europe and America. The sales of 2 million square meters of square meters, the low efficiency of business, coupled with the smooth flow of logistics and information channels, will enable the future of the furniture business format to have enough space, full competition, must be the most efficient commercial market leading market sales channels. Based on the above, furniture factories can transform sales channels and make them more efficient through furniture franchising, opening single-brand (or multi-brand alliance) stores, cooperating with brand home improvement companies, and e-commerce.
3. Customers create value and customers drive progress.
Amazon founder Bezov said that "after a hurricane, the only thing we have left for our customers." Throughout the evolution of the world's industrial and commercial industry in the past century, after the different eras of “scale is kingâ€, “management is kingâ€, “research and development is kingâ€, and “channel is kingâ€, the arrival of the information age has spawned consumers. The real awakening, consumer demand will dominate the market. From now on, furniture companies should not only pay attention to sales, but also collect and understand the feedback from end customers, improve their satisfaction, and simulate the potential needs of customers from their feedback and suggestions, and improve our product design and sales services. Wait, make sure we are in the competition, because we know our customers better and our customers are closer to our customers.
4. Continuous innovation, a small win is a big win.
Despite the risks of being imitated and copied, we should be determined to persist in innovation. The first is the innovation of product design. Furniture is a sensory consumer product designed to generate excess profits. The design of Chinese furniture products should be close to the actual needs of the target consumers' age level and residential functions; secondly, they should incorporate the national cultural connotation on the basis of absorbing and learning from foreign advanced design concepts. Followed by system innovations such as marketing and management. An innovation can easily be imitated or even surpassed. Only through continuous innovation and system innovation can we create barriers to innovation and thus create a competitive advantage.
5. Seize the new opportunities brought by the Internet.
The post-80s generation has gradually become the main crowd of “new houses and new homesâ€. They are used to and even rely on online consumption. China's e-commerce is moving at an alarming rate. As of 2008, the total number of Internet users in China reached 298 million, and e-commerce exceeded 3 trillion yuan. The Internet and e-commerce will definitely have a far-reaching impact on furniture. We should use the wave of informationization to trigger a new commercial revolution and take the lead in the industry's “reshuffleâ€.
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