After decades of development, the home industry has entered the era of promotion economy. In the case of numerous brands and serious homogenization, market competition is increasingly fierce, and marketing innovation is particularly important. Especially since last year, the market environment has been sluggish, companies need to use marketing to stimulate consumption, and the innovation of marketing wars continues. However, the mall is not necessarily a battlefield, it may also be a love field. In fact, the highest level of marketing is to talk to consumers about a sweet and lasting love, not a short-term price war.
Love Cheats One: Active
Changing the business as a trader from extensive marketing to precision marketing
In the past, "chasing" in love seems to be the capital of show off. Now, taking the initiative to attack and fight for your true life is the wise move.
The same is true for home marketing. After decades of rapid development in China's home furnishing industry, competition is becoming increasingly hot. The era of profitable profits and the ability to open a store can make money. Overcapacity and product homogeneity now give consumers more choices and confusion. The decision to purchase is increasingly concentrated in the hands of customers, and customer resources are becoming more and more scarce and increasingly important.
As a result, many companies have begun to explore a new model of innovative marketing in the face of a downturn. For example, the “blasting marketing†pioneered by Ou Kailong 3·15 broke the tradition of high-end stores and customers in the past, took the initiative to attack, used carpet search to find accurate customers, and used one-to-one communication to let customers rush to buy goods.
“In the face of the current market, home furnishing enterprises need to change, and they urgently need to dare to innovate. This kind of marketing model can be mass-purchased, mass-produced, and batch-delivered because of the need for concentration and large orders, eliminating the cost of logistics and installation. Let manufacturers take out the cost price and directly benefit consumers. Enterprises must be close to consumers and meet consumer demand, in order to be invincible in the fierce competition." Ou Kailong CEO Wu Dawei said.
Not only Ou Kailong, but many home furnishing companies have changed the previous extensive marketing methods, changed the business as a business, took the initiative to go into the community to find accurate target consumers. For example, the “Authentic War†opened by the Real Home in April, combined with 38 furniture and building materials brands, joined hands to enter the community and get close contact with consumers.
Love Cheats II: Teaser
Stars help, impress you with culture and emotions
When you talk about love, you must know that continuous "truth" will make love lasting romantic, and marketing is also true.
There are two things in the world that are the hardest. One is to put other people's money into their pockets, and the other is to put their own thoughts into the heads of others. And marketing is the way to do this, not only to make money, but also to pass on culture and ideas to consumers, so that consumers can trust and take the initiative to buy.
Thousands of brands are dazzling, and the market is expanding rapidly, which undoubtedly increases the difficulty of operating the store and raising awareness. Therefore, the “cultural marketing†that makes things quiet and silent has become the object of the store and the brand.
Ou Kailong's "love home role model", Red Star Macalline's "Love Home Day", "Time Gate" micro-movie, no need to "love the family" culture touched people's hearts again and again.
Especially from last year to this year, Red Star Macalline has almost become a star gathering place. Zhou Haimei, Lu Yi, Qi Ying, Li Daimo, Huang He, Wang Naien and other major stars helped out, advocated the concept of love, shared the experience of love with consumers, a series of activities, and gained a lot of reputation.
The building materials brand has gradually become a star concert venue, such as the Zhang Xinzhe concert to be staged in Zhengzhou, which is the attempt of Shen Luda Sanitary Ware to change from the sponsorship direction.
The essence of marketing is to cultivate consumer loyalty, and the influence of cultural ideas and values ​​is the basis for consumers' trust and loyalty. Therefore, on the road of cultural marketing, many companies are actively exploring.
Love Cheats 3: Frank
Clear price, love will be frank
As everyone knows, love has to last for a long time, and frankness is essential.
In fact, home businesses must also be "frank" to consumers. In the past, the furniture and building materials industry was regarded as a profiteering industry, the price was opaque, high price, low discount, so that some consumers lost trust in the furniture and building materials industry. However, in the past two years, home furnishing companies have also realized this.
For example, the Beijing store of the actual home began to implement the “clear priceâ€, which caused quite a lot of repercussions in the industry. In Zhengzhou, Ou Kailong used the “factory price†to eliminate bargaining and also benefit consumers.
Gorgeous lighting is also subject to clear price tag, and strive to develop industry rules. Gorgeously put forward the price tag, buy expensive three times make up. Wang Jiaqi, deputy general manager of gorgeous lighting, said that for the home furnishing industry, the price tag is actually setting industry specifications, establishing brand awareness and shouldering brand responsibility. For many years, gorgeous lighting always insists on the best price and best products, providing one-stop shopping experience and one-stop solution. Gorgeously took the lead in the introduction of "home" products sales in the lighting store, both lighting products, decorative lighting and furniture, jewelry; improve the worry-free after-sales guarantee system, so that the price is more transparent, so that consumers clearly understand consumption.
Love Cheats IV: Online Love
Save time and money, e-commerce leads the tide
With the popularity of the Internet, it seems that few netizens are embarrassed to say hello to people. Online dating is not a minority.
E-commerce is an irreversible trend. In Zhengzhou, many home furnishing companies have begun to test water and electricity companies. Not long ago, Tmall·home improvement e station settled in Henan, and chose to love beehive decoration as the integrated service provider of Henan landing, which is also the first stop in the country.
“The network means transparency and openness, which will subvert the traditional home improvement service model, save the cumbersome intermediate links, reduce the profit margin, and make consumers more worry-free and save money. This has a very important pioneering significance in the country. Fang Yunfeng, one of the founders of Tmall·Home Improvement e.
Insiders analyzed that the new model of the main material standard package, construction standard package and design standard package will abandon the drawbacks of traditional home decoration designers to get kickbacks, high rents in the main material store, and eliminate the intermediate links such as main material agents. Reduce costs for consumers.
In addition, the “People's Shopping Mall†in the Central Plains People's Square was included in the “Zhengzhou Top Ten Industrial E-Commerce Service Platformâ€, and it has explored a new model of local home e-commerce.
Love Cheats Five: considerate
Quality service to enhance consumer satisfaction
In love, considerate and thoughtful is an important factor in defending love.
"Unlike fast-moving consumer goods, furniture and building materials are durable goods, consumers experience a long time, and involve installation, after-sales and other links. Therefore, service is very important. Consumers' word of mouth directly affects brand building." Heran integration Qi Xifeng, chairman of the ceiling, said that Helan established a service response system in the country, responded within 24 hours, resolved within 48 hours, and formed a convention of visiting old customers at least twice a year.
How does the “service†rise to the marketing level? Zhang Yixing, general manager of Dongfang Bangtai Zhengzhou Company, has a unique understanding. Since its establishment in 2004, Zhang Yixing has been insisting on customer service installations and is not satisfied with the scene. He believes that dealing with the after-sales service process is the beginning of the brand's secondary sales.
For the home improvement industry, service is more important because the decoration involves hundreds of materials and processes.
“In the past, the renovation of the guerrillas or small companies was not standardized, and the traditional decoration industry was not very satisfied with the consumers. Although these two years have improved, they have not changed completely. Therefore, for the home improvement industry, the most important It is a good service, every step of the decoration, to ensure quality and quality, to enhance consumer satisfaction." Meng Wei, general manager of Henan Pinjie International Decoration Co., said frankly.
Love Cheats Six: Bao Tuan
Affiliate marketing, warming up
In love, if you can integrate into the other circle, it will definitely make your relationship go further.
The same is true of the “love†of a single building material and consumers. Consumers need more than just a product, but a combination of various building materials. Therefore, the building materials alliance came into being, but in the past few years, the development of the alliance is also full of twists and turns. But this model is indeed a major innovation in joint marketing.
In order to achieve the effect of "1+1>2", it is not a good idea to warm up the group. Now in Zhengzhou, the first-line alliance, the leader alliance, and the top-level alliance have won a good reputation.
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