The author is IDSEM real-name network marketing Hu Peibin! I myself also worked in the furniture industry to deeply understand the industry market. In recent years, China's real estate industry has developed rapidly, and the furniture and building materials industry has also presented a row of thriving scenes. More and more big companies are starting to enter the industry, and then this big "cake" exudes a tempting "profit" fragrance. In recent years, many companies have emerged and brands have emerged, just like springing up. Rapidly flourish and occupy a territory of its own. What followed was the increasingly fierce market competition. However, the development history of this home building materials industry in China is very short, which leads to the chaos of the whole industry. It is not appropriate to describe the status quo with "demanding tyranny over the tiger", but the cruelty of the industry that "competition is fiercer than the tiger" is not exaggerated.
I believe that any operator understands that from the perspective of industry development, any industry is from the preparatory period, the introduction period, to the development period, to the maturity period. Then China's furniture and building materials industry has existed for thousands of years, but it has only become an industry and product time only for more than 20 years. In the past two decades, the development of the domestic furniture industry has been from the introduction period to the development period. I believe that people who understand the industry understand that in an industry from the introduction period to the excessive development period, the development of industrial products is mature, the homogenization of products is also very serious, and the differentiation of products is gradually disappearing.
After the author explained above, in today's competition, the industry is so serious, we can easily see a problem, that is, the brand marketing of the entire industry has become more and more difficult. How can we impress consumers? This has caused many businesses to rack their brains and use a variety of marketing methods, but the benefits are minimal. Not to the festivals and off-season, the merchants are all kinds of promotional activities, and various kinds of preferential activities are emerging one after another. This makes the consumers have no sense of freshness and feels very boring, but even this still can't change the curse of sales fatigue.
Brand culture is a good medicine for the furniture and building materials industry to get out of the predicament
To a certain extent, enterprises and entrepreneurs have tried to explore a differentiated development path in the original marketing strategy, but the maturity of product technology has made this kind of differentiated camera difficult to achieve in the short term, since it is said This has to be considered, in addition to the product to meet consumer functional needs, consumers still have those deep needs? We can look at a mature industry, people are BMW and LV bags Appreciation can be seen, in fact, the most direct influence is the attraction of brand culture. Then consumers' demand for products in the home building materials industry is not only the functional demand of the products, but more attention to the lifestyle and life claims conveyed by the products is fashion? Is it simple? Is it elegant or noble? Consumers also hope that they can Choose a personalized product and value pursuit that suits you.
It's not hard to see that all of this requires infusion of brand culture elements. The pursuit of the spirit is, in the final analysis, the presentation of cultural literacy. In the current furniture industry, the entire home brand, only from the brand culture to start designing products, from the cultural deployment marketing strategy. From the cultural construction of individual brands, from the cultural creation of personal services out of the competition era of product homogenization and marketing model manpower dilemma.
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