Home circle marketers predict that the 2012 market will say that brand building materials integrate resources and cross-border promotion; e-commerce combined with store display online and offline interactive marketing; Weibo "consumption supervision" is likely to become the key to the 2012 home market reshuffle. The industry believes that many brands are busy with post-year promotion and cross-border marketing, but also should work hard on team management and service quality to win word of mouth.

2012 home consumption phrase: home business cross-border, one-stop customization

Since 2011, the concept of “big home” around “whole home” has affected all sub-sectors of the home furnishing industry. Major brands such as ceramics, sanitary ware, cabinets and furniture have begun to integrate resources to create personalized products that are consistent with brand attributes. "Overall home."

Xin Aihua Decoration expands tens of thousands of square meters of building materials processing factory, integrating furniture, cabinets, doors and soft assembly. The "big home" service is deeply rooted in the hearts of the people; Meizhiting home joint substrate, building materials, home appliances, stores, etc. Many group buying activities, the scene is hot; Dongpeng ceramics and Siemens home appliances "East and West", creating an emerging model of the home industry and home appliance industry alliance; Kohler bathroom began to enter the cabinet industry; European cabinets began to get involved in kitchen utensils; Lehua ceramics involved in the wardrobe Industry and so on.

To create a complete industrial chain, cross-border, custom, some home stores also set up catering, entertainment and leisure, regardless of manufacturers or businesses, are actively providing owners with high convenience, cost-effective full-service services.

However, some people pointed out that “the whole home can only serve the consumers better through the convenient one-stop shopping concept on the basis of brand consolidation.” The one-stop shopping concept captures the buyers’ convenience. Psychology, but the industry has a specialization, a brand can only get involved in his domain after carefully creating a product with professional advantages, and it is counterproductive to "make a big home".

2012 home consumption phrase: online and offline, focusing on e-commerce

Industry insiders regard 2012 as a rapid development year for e-commerce in the home industry. Red Star Macalline, Yonglong, Jinling International Home and other traditional stores are also actively testing the water and electricity business, TATA wooden doors, living home flooring, Qumei furniture and other domestic first-line building materials, furniture, lighting, home textiles and other big brands have joined the ranks of e-commerce. After several years of waiting for e-commerce, more and more home furnishing companies are eager to try and embark on the e-commerce journey.

It is reported that Nanjing has a number of comprehensive building materials malls are actively preparing, and some large brand building materials shopping network, home improvement company website "through", forming a home improvement building materials consumer network, like a "purchasing overpass" for consumers to efficiently purchase ".

An online mall executive also revealed: "The diversification of home sales channels will be more obvious in 2012. B2C e-commerce, network platform and online and offline stores across the country, not only saves social resources costs, but also improves the service network. It can also purchase home building materials for consumers and provide more transparent prices. How to use e-commerce as an innovative profit growth point for home sales with rental income as the main point, and to resist the squeeze of other channels on the market share of home stores, it will be One of the core topics this year."

2012 home consumption phrase: Weibo promotion, credibility, forwarding more praise

In 2011, there were indeed many controversial events, but Weibo’s marketing alone won a good voice. Enterprises set up their own official Weibo, whether it is to post promotional information, hold prize-winning activities, or release new products, new fashion trends, or even apologize to consumers, may cause "fans" ".

Many responsible persons of enterprises are still actively applying for V or establishing links with various media, thereby winning consumer trust and enhancing the credibility and authority of publicity.

"Weibo can't be underestimated in showing strong social appeal. In addition to the mainstream media publicity, we will also publish news through Weibo every year. Weibo's propaganda is targeted and promotes our activities. It played a very positive role. In the past, our designers always asked the customer QQ number, but now they all say 'plus micro bar'." Jinhua decoration planning leader Lu Mei introduced. The popularity of Weibo has enabled home improvement companies to establish a wider circle of communication with their owners. While gaining the majority of “fans”, they have also increased their exposure. To a large extent, they have also raised higher levels of merchant integrity services. Requirement, many responsible persons of home improvement enterprises said that "only microblogs have received more praise, and more forwarding, enterprises will become more prosperous."

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