All along, the development of the furniture industry has been very unsmooth, which can be described as "a twist and a turn". First, the economic crisis in the early years led to a major decline in the furniture industry's exports. Many furniture companies are like bundled "lambs", making it difficult to expand their markets. How does the furniture industry seek a way out? Is there a better marketing method that can solve the dilemma of furniture companies and help them develop larger markets?
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1. Chain hypermarkets-quickly open the market
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In the past, many furniture companies only stick to one domain, but the market of one domain is too narrow, and it is difficult to break through the business. In order to expand the scale, some enterprises have gone out of their regions, patrolled all over the country, and adopted unified brand chains to occupy the market across the country in a short period of time, and finally developed into a channel chain giant, which also occupied the "half of the sky." .
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Subsequently, this way of chain stores has become more and more valued by furniture companies, especially furniture companies that want to quickly open the national market, have begun to show their products to customers through stores across the country. This approach saves furniture companies the difficulty of building their own channels, and saves them a lot of costs, and can help companies quickly open the market. It is a very convenient and effective way.
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However, chain stores always play the role of landlords. They make money by renting venues. With the soaring housing prices, the rental prices of stores continue to soar. With the channel as the king, furniture companies want to continue to expand the market through this model. , Can only let anyone slaughter. On the one hand, the lack of product positioning of the store leads to a decline in sales. On the one hand, the continuous increase in rents and the continuous rise in the cost of corporate elites have made the contradiction between the store and the furniture company increasingly fierce.
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At this time, some strong enterprises began to get rid of traditional furniture stores, build marketing channels by themselves, and sell their products.
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2. Self-built marketing channels-quickly enter the target market
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Self-built marketing channels include direct sales and franchise. Establishing direct-operated stores can more fully display its own brand, establish an enterprise image, and better position the market; while absorbing franchise stores can quickly enter the target market and quickly gain a foothold with the help of distributors ’sales channels.
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But the problem is coming again! The establishment of a direct store requires huge effort, manpower, material resources and time, and the recovery of results is very slow. In the face of dealers with uneven quality of franchise stores, it will directly affect the corporate brand image and after-sales service.
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3. Home decoration and personalized customization-specializing in the post-80s consumer army
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As the new generation after the 1980s has gradually become the main force of the consumer group, personalized consumer demand has become mainstream, and some companies have tapped these consumer forces and developed marketing channels for customized furniture and home improvement companies. Custom furniture specializes in personalized consumers, young people advocating personality creates space for custom furniture. And home improvement companies have direct sales opportunities because they have direct contact with consumers. They recommend furniture to consumers by buying products and delivering services, or during home improvement.
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4. Online online mall-easily cover the national market
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In the era of rapid network development, online online malls have become the new darling of the furniture industry. More and more well-known furniture companies have launched or are preparing to launch their own online malls. They want to take the lead in occupying the online marketing market. The self-built online online mall can effectively reduce the operating costs, organization and management costs of enterprises, and eliminate the need for intermediate channels such as stores. The characteristics of the network without geographical restrictions allow enterprises to easily cover markets across the country. People can filter products without leaving the house. Learn about product information and even make purchases directly on the mall. However, online online sales often take the form of promotion, attracting consumers through low prices. Sometimes, too low prices will impact the sales channels of physical stores, and online reputation is also prone to problems such as online reputation.
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Summarizing the above several marketing methods, chain stores, direct stores, franchise stores and other modes are passively waiting for consumers to come to the door for consumption, which is far less than not leaving the house to let consumers understand product information and filter purchases. Online shopping mall. The way of home improvement and personalized customization, although catering to the personalized consumption of the post-80s consumer army, should also let these post-80s consumers know that your company provides home improvement and personalized customization services, and the online online mall is for this. The transmission of information provides a more convenient and fast platform. However, the operation and management of online shopping malls have also puzzled many SMEs.
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Guangzhou Jointair Co., Ltd. , https://www.jointair.cn