The potential of furniture to the countryside is huge to find out the rural consumption habits and psychology

The Zhengding furniture market has joined many influential manufacturers and distributed discounted furniture cards to 18 counties and county-level cities around Zhengding. Furniture companies give cash subsidies for farmers to purchase furniture with cards at a minimum price of 5%, Hebei Province The province took the first step towards furniture to the countryside.

The charm of furniture in rural areas is not small The potential of rural furniture market is big. On the morning of July 8, Lingshou’s Wang Xinhong and Zhang Xiu’s husband and wife boarded a bus. “Zhengding Furniture City has launched a preferential campaign for the rural market. It is a good time to buy furniture and is cheaper than usual.” The couple decided to re-pack the house and pick up a few new pieces of furniture.

“Before buying a new piece of furniture, it will take a long time, it will not be a mistake, it will be a drop of paint! The furniture market in the county is a lot of furniture and selling furniture, quality is not guaranteed, after-sales service is also poor, and some boast about 'some' The big names are actually similar to the workshop-style small factories.In the past, farmers bought what they bought cheaply, and now farmers buy furniture also pursuing brands, but also eager to buy the brand goods of furniture manufacturers, whether environmental protection, quality and after-sales service are all considered the elements of."

The rural furniture market has shown great potential, and the lack of brand furniture in the rural market has made it possible for the province's large-scale furniture manufacturing enterprises to move toward the rural market.

Furniture goes to the countryside and encounters difficult habits of consumption as a “stumbling block”

Wang Shengzhou, a professor at the School of Business Administration of Hebei University of Economics and Business, believes that there is a wide range of furniture and styles that are different from each other and that tendering is not possible. The country's home-appropriate furniture-to-country policy is unlikely to be implemented. Only enterprises that want to open up the rural market can actively save themselves.

"County and township markets are indeed very space for development, but it is not easy to quickly open the rural market." Liu Junfeng said, "The first is whether companies understand the characteristics of rural consumption, and the second is the problem of sales channels. Many really encounter production." The product positioning of furniture companies in business problems is oriented to the primary and secondary markets, and their difficulty is that they have not been exposed to the rural market and are not familiar with the rural market and do not understand the level of consumption of farmers. Over-competition in the city has just become popular in small and medium-sized cities, but in the county towns, there are few furniture stores on the scale, let alone towns and villages. This is a problem that companies need to face.”

A long-term need to guide the furniture to the countryside Long-distance enterprises still need to work hard. A person who is engaged in furniture sales all the time stated that before entering the rural market, furniture should go through a lot of market research to make a feasibility judgment, and the company can determine its own position. Do "differentiate" with market demand instead of gaining advantage with price.

The furniture needed by the rural market cannot be high in price, but it can't be sacrificed at the expense of quality. This requires companies to make great efforts to reduce costs and achieve high cost performance by simplifying functions, designing optimization, improving processes, and strengthening management.

The current state of the furniture market in rural areas makes companies more likely to have marketing innovations. According to product characteristics, commercial marketing models can be different: self-operated stores, franchise stores, channel sales, etc.

Enterprises should also pay attention to brand promotion, image management, and create a stage for product and brand image. In addition, the establishment of a good reputation and service quality, good after-sales service, it can attract rural consumer groups. An owner of a furniture company specializing in the rural market once disclosed that after the product is sold, he often organizes service personnel to “turn around” at the farmer's home. If there is a problem, it will be repaired. No problem will be sent to the farmer to win a small gift. Good reputation, popularity has also increased rapidly. “The farmers are very simple and honest. As long as you really want what they think, there must be good returns.”

The seven-point consumer psychology of furniture should pay attention to rural areas. First, the forms of rural furniture purchase are mostly grouped. Even though the number of buyers who are close to each other is relatively small, the number of buyers is still not small.

The second is the purchase of furniture mostly complete sets, batch-based.

The third is that the styles are mostly traditional and practical. The color of the facings is mainly dark, heavy, festive and warm colors. Due to the spaciousness of rural housing, the choice of furniture is mostly larger and more stretched.

Fourth, the wood products are concentrated on solid wood, integrated boards and MDF.

Fifth, bamboo and plastic furniture sell well.

Sixth, low-grade furniture and old furniture have lost their market, and high-end and high-end furniture have been actively purchased.

Seventh, our desire for new things is more and more intense.

Conclusion:

The difference from the “Home Appliances Going to the Countryside” government subsidy is that the preferential treatment given to the farmers by the furniture to the countryside is paid by the manufacturers themselves and has nothing to do with government subsidies. Enterprises want to go to the countryside smoothly, we must ensure product quality and company reputation, understand the needs of farmers, and achieve the "peasant heart."