What about today? Most of the people who change a few phones a year are from a brand marketing point of view, the products are updated faster, the design is cooler and more fashionable, the functions are more and more powerful, and the technology replacement is more frequent. Fine Chemicals,Dyclonine Hydrochloride,Pinane Hydroperoxide,Ferrous Oxalate Henan Tianfu Chemical Co.,Ltd , https://www.tianfuchem.com
The changes are much more than that!
At the same time, we should also see that brand manufacturers have a huge impact on consumers' consumption awareness.
Marketing and brand building in the research and development of new products, the application of new materials and new technologies, advertising communication, event experience, news public relations, etc., especially the fast brand forging, all tell consumers to influence consumers: mobile phones are popular products and consumables. FMCG is not an outdated view of durable goods.
This is already the case in the mobile phone industry. Is it possible for the furniture industry to sell furniture products like fast-moving consumer goods?
Globally, mattresses in American homes are usually replaced every 3-4 years, and they also change home accessories every New Year. In contrast, in China, mattresses are generally not replaced in less than 5-10 years unless they are no longer usable. Here are the concepts that our Chinese have developed all the time, but we should see whether furniture companies that are the main body of the furniture industry really understand the needs of consumers? Are there real innovations in our business?
Moreover, the most important thing is whether we have paid attention to a certain category (such as Wang Laoji's long-term focus on only making anti-overheat drinks), and continue to grow stronger or even bigger?
If you can continue to innovate in the following aspects, even small innovations, as long as you can persevere, you will have the opportunity to turn furniture products into "fast consumer goods", which is also an important breakthrough direction for our Chinese furniture brand-
What we often see more seriously in the furniture industry is that many furniture manufacturers have promised to guarantee 25 years, 30 years or more, and wishful thinking hopes to attract consumers in terms of durability. Think about a mattress that has been used for 30 years. How many bacteria are there? Think about it and be afraid. It ’s time to change, and the marketing ideas of these household companies should also be changed. From the perspective of being responsible for consumer health, they should also be advised to replace their mattresses after 3-5 years. Is this more scientific and healthier? ? From a marketing perspective, it should be replaced!
The first brand of China's bird's nest chain serviced by the growing brand agency-Yan's House, the brand marketing strategy we have reached with the company is to break the routine and sell bird's nest as milk on the premise of ensuring quality and value! The way of thinking decides the way out, guides consumption and also leads franchisees. Over the past three years, Yan's House has grown from dozens of stores to more than 300 now.
Breakthrough 2: Forging a fast brand
Some bosses of home business often think that we are still very young and do not need to be a brand. To make a brand is to make money and do it again. Is this the case? In fact, branding imposes requirements on enterprises, that is, consumers should be the starting point, and the market should be the center to standardize the marketing behavior of enterprises. Isn't it necessary to consider these without branding? Certainly not.
The development of brand marketing in China in the past three decades has shown that the sooner the brand-building enterprises develop, the more the growing companies need to forge "fast brands". This is the largest enterprise participating in the fierce market competition and entering the consumer's mind. magic weapon! Forging a fast brand is to create the best weapon for enterprises to make money continuously!
In the furniture industry, there is another phenomenon of "more children and more blessings", that is, our furniture bosses are not greedy, but often greedy. When a brand is not doing well, it has extended many The sub-brand sub-brand, and finally made consumers confused, it is not clear, this phenomenon is actually a problem with the brand development model!
From product to brand, it must also go through the category stage. If your brand cannot be a representative of the category, it is impossible for such a brand to occupy the minds of consumers. Such a brand does not have much competitive advantage. For example, Master Kang is synonymous with the category of instant noodles, and Wang Laoji turned gorgeously after repositioning to "anti-over-heat beverage" and became a synonym for "cool tea". In the hundreds of years before he was not positioned as "anti-over-heat beverage" Sales have been hovering hundreds of thousands of tens of millions, and in recent years has exceeded 10 billion, more than Coca-Cola, has become "China's first can"! Looking at furniture brands, how many brands really occupy a certain category? Can you stick to it with one mind like Wang Laoji? Wang Laoji is herbal tea. It does not extend other beverages or even other specifications. This is a grand strategy and wisdom!
Wang Laoji successfully applied the "fast brand" two tricks. First, he repositioned himself as an anti-overheat drink instead of herbal tea, and successfully occupied this category, becoming a synonym for the category; the second trick is the opposite. Le (Coca-Cola, Pepsi), as its biggest rival, is not the other domestic herbal tea brand. This is to stand against the world-class competitors and eventually gain a larger market share than Liangle.
Left and Right Furniture has been focusing on sofas for nearly 30 years, focusing on brand, product, design, channel, communication and other aspects, perseverance, intensive work, and guiding the Chinese sofa trend. Left and Right is very likely to become a representative of Chinese sofa categories.
Products in the furniture industry, such as sofas, mattresses, soft beds, tables and chairs, often lack basic innovations. At most, they are only different in appearance or material. It's hard to see truly disruptive product innovation. For example, mattresses have been sold for decades, or spring beds with different softness and rigidity, or square-bed beds with square cushions. How can consumers be touched and attracted to shorten the replacement time? New materials and technologies are rarely used, and there is no fixed investment in R & D and design. Product design is often copied.
Let's take a look at the current mobile phone industry. Mobile phone models can be updated in dozens or even more every month in a small store! Continue to maintain a brand new look to stimulate consumers' desire to buy and eliminate new ones.
This is also the premise for furniture to be as fast-moving as fast-moving products, continuous product innovation, updating the speed of product listing, and constantly stimulating consumers' desire to buy.
Breakthrough four: subvert the endorsement model
Spending huge sums of money to hire popular stars as brand spokespersons is one of the common methods used by many brands to enhance public image and expand social influence. Furniture companies are also popular to invite celebrity endorsements, such as children's furniture brand colorful life invite Zhang Yishan, Xu Jiao endorsement Xingli Group "Changjiang Seventh Love Earth" and so on.
Last year, the well-known brand Huayuanxuan Furniture invited Zhao Wei as a brand endorsement to advocate the concept of green furniture. Consumers see Zhao Wei as an eccentric little swallow instead of green furniture. Compared with Zhao Wei, would it be more appropriate to invite Li Bingbing as Hua Yuanxuan's spokesperson? Their popularity is basically the same, but what Zhao Wei does not have is that Li Bingbing is called "China's Environmental Protection Business Card" by foreign media, and also has the status of the first global ambassador of WWF, and won China's "Green News Person of the Year" , "Environmental Protection Pioneer" and other green titles, Li Bingbing's image in the field of green environmental protection and public welfare should be said to have been established. If you ask Li Bingbing to endorse, it will make an inestimable contribution to the "green furniture" category of Huayuanxuan.
Inviting celebrity endorsements should be based on the specific strategic choice of the brand, not just the personal popularity or reputation of the celebrity. The key is to find the intersection between the brand and the celebrity in order to gather nuclear power and avoid wasting huge advertising costs. .
The current mainstream celebrity endorsement model not only serves as an image endorsement, but also requires celebrities to act as a brand marketing officer. For example, Polaroid invites pop star Lady Gaga to be the product creative director, "Just Sex" protagonist Sara Jessica Parker is the chief creative officer of the Halston brand, and Popchips puts actor and producer Ashton Kutcher in charge of social network marketing jobs.
Today, the traditional star endorsement is declining. Under the guidance of the fast brand model, it is believed that the domestic star endorsement model will also face disruptive innovation. Only with this Yang can we get a greater communication effect.
Many terminal stores in the furniture industry have no vitality and lifelessness all day. How can consumers feel "want to shop"? Therefore, in the planning and design of the specialty store, we must transform the brand strategy and fully reflect it in the terminal storefront, because that is the main battlefield of our marketing.
When we served the left and right sofas in the whole case, we proposed that we should create a strategic plan to become the first brand in the Chinese living room. Therefore, when planning the specialty store, we based on the brand strategy and product line planning and consumer purchasing habits, convenience, etc. , Created 12 kinds of living rooms for the left and right sofas, and presented them in the specialty store. With rich sales materials, the atmosphere of the left and right specialty stores completely integrated the customers into the real scene, and quickly established contact with customers in close contact. Greatly promote purchases, and form a good reputation for the brand image. The new system construction of the scene living room has also made the left and right brands become the most well-known leading brands in the sofa category in the country.
The global home furnishing giant IKEA IKEA in Sweden can be described as the ultimate experience in the store. The whole journey of home shopping, self-service shopping, authentic reproduction experience, 100% experience of lying down and sitting, is extremely rich The choice and DIY assembly are all around the core of the IKEA IKEA brand: design and experience.
Design and experience make IKEA become the world's first furniture brand!
It is not impossible to achieve breakthroughs in the above five areas and achieve rapid sales of furniture like FMCG.
As long as we learn from FMCG in terms of consumer awareness guidance, brand creation and maintenance, product innovation speed, endorsement model and terminal experience, cross-border marketing, as time goes by, furniture is also FMCG.
Of course, to achieve these goals, we need the joint efforts of the industry, and even more destructive and continuous actions of forward-looking and fast-minded home business executives!
China's furniture industry breaks new ground and sells furniture like FMCG
Breakthrough one: guide consumer awareness
Consumers' furniture consumption awareness, manufacturers not only have to follow consumers, but more often they need manufacturers, especially powerful brand manufacturers, to guide consumption towards rational, healthy and sustainable development. This is what the entire furniture industry does Strong and big strategy for big direction.
Breakthrough 3: Continue to innovate products
One of the most worthy of integration here is Apple ’s iphone, which earns most of the profits of the global mobile phone industry. NOKIA ’s profit in mobile phone sales is only behind Apple, and there are still many gaps. Apple ’s investment in product development, design and perseverance and Paranoia, as well as the continuous introduction of new products, are worthy of our deep learning.
Breakthrough five: terminal full experience