At the 2016 Beijing International Furniture Fair held in July, many people in the industry said that the winter of mahogany furniture is still not over. When it comes to mahogany furniture, many people think that the price is expensive, and a piece of furniture is going to cost millions. Due to the sluggish overall market in the redwood market in the past two years, and the low season of redwood sales in summer, the sales of these expensive furniture are not optimistic. In this case, good marketing planning is particularly important. So, what kind of marketing method can effectively promote the sales of mahogany furniture? In the current situation, how to carry out brand promotion?
Effective marketing methods can promote the sale of mahogany furniture
Segment targeting target group
It is understood that the price of redwood has shown an upward trend this year, but recently these prices have dropped slightly. For example, the price of African rosewood last year was 3,800 yuan per ton. The price in January was 4,200 yuan. In April and May, it rose to 4,500 yuan. In June, the price reached 5,200 yuan per ton. The current price dropped to 4,800 per ton. yuan. Moreover, the price of redwood has been reversed, and domestic wood is cheaper than foreign ones. For example, the big fruit rosewood, the domestic price is about 15,000 yuan per ton, while the Southeast Asian production price is about 20,000 yuan. In the mahogany furniture market, there are also a handful of businesses that are closed down. The overall market situation of the mahogany market is sluggish, coupled with the high price of mahogany furniture and inconvenient transportation, which makes the company have to explore the marketing method.
Traditional marketing is the most common way of marketing of mahogany furniture enterprises. In traditional marketing, refined marketing is more targeted to the marketing activities of enterprises. The so-called refined marketing means that enterprises should subdivide the target market and use accurate Marketing ideas, implementing precise market operations, and achieving the company's strategic goals. Some experts said that refined marketing ultimately focuses on customer experience and the value-added of customers. At the same time, pay attention to the ability of enterprises to continue to generate income, to achieve sustainable business operations, and to pay attention to the ability of the store to refine the operation, to achieve the ultimate in refinement.
The essence of precision marketing lies in market segmentation, targeting target groups, and using differentiated competitive strategies to maximize corporate benefits and sustainable development. And how mahogany furniture companies implement refined marketing, the person believes that there are the following steps:
First, expand the source of information. Through third-party channels, channel information development and related enterprise cooperation, information exchange, and then promote marketing, circle marketing, brand promotion, customer independent store, customer maintenance, and ultimately achieve branding, customer access, value added three Goals.
Secondly, improve product introduction and enhance customer entry experience. “Customers are always Godâ€. To implement refined marketing, companies must work hard on product systems (shaping product value), hospitality services (establishing system customer service standards), and terminal image (unified terminal image standards).
Once again, improve customer tracking standards and provide services tailored to demand. For example, when a company organizes an event, it must do a good job of notification of the event, invitation to the store, etc., so that the customer feels that he is valued, and thus has a good impression on the company.
Finally, we provide our customers with a complete home improvement solution to meet their needs for a full range of products. Nowadays, when many customers buy mahogany furniture, they are worried that the decoration will be inconsistent with the decoration of the home. If the company can provide the overall home improvement plan, it can promote the customer to form a certain degree and create a new profit point.
In addition, to achieve uniform price, convenient service, and continuous relationship, we can successfully sign the order. The mahogany furniture company can provide good service when consumers order mahogany furniture, and the product quality is very good, and the craft level is also good. Over time, the manufacturer can form a good reputation among consumers, and based on good reputation, order sales. There is no cost for ordering sales, but it requires long-term business integrity. Some mahogany furniture companies in Shandong are choosing this type of sales.
A company with integrity will always be reassuring. After the customer's loyalty is improved, it is willing to “endorate†the company, promote word-of-mouth and continue to sell. At the same time, set a reasonable delivery service model, establish a delivery service standard, establish a delivery service supervision and incentive mechanism, in short, customer experience is the most important.
Online and offline information is symmetric to create a strong brand
Due to the accelerated pace of work, people's lives are becoming increasingly tense, and many consumers do not have time to go shopping to buy goods, and online sales are favored. For mahogany furniture companies, online sales save a lot of store rents and personnel costs. It is a good marketing method. Many mahogany manufacturers are advertising on large professional websites and large portals, and the company's exquisite mahogany furniture. Product images are placed on the website. Consumers can purchase their favorite mahogany furniture on the website without leaving their homes, saving a lot of time and effort.
However, the biggest drawback of online sales is that the product has no physical sense. Therefore, the problem of creating a strong online brand and the symmetry of online and offline information through the Internet has become the top priority of enterprise network marketing. This requires the redwood manufacturers to deliver on the basis of good faith. The products should be consistent with the network promotion in terms of materials, styles, crafts, colors, etc. Otherwise, it will not only cause the loss of customers, but also cause distrust of the entire website.
Online and offline integrated marketing is the most common online marketing method used by mahogany furniture companies. In addition to having their own physical stores, many large mahogany companies are still selling online. For example, Xinming Redwood, Hongguxuan, etc., which are well known.
However, the mahogany furniture industry still faces many problems in the network marketing. After all, mahogany furniture is a high-end consumer in the household consumer category. It costs thousands of yuan, or even hundreds of thousands of yuan. In the face of such large objects and high-value mahogany furniture, it depends on the photos and product introductions. In the case, many consumers will not easily place orders. Product safety issues during transportation also require adequate consideration and preparation by the company.
Branding is the core concept of branding
How to let users understand the company's mahogany furniture, and thus believe and experience its products. In this regard, Yang Mingxia, director of the Hongbo Pavilion Market Management Center, said that because the goal of mahogany furniture is subject to many high-end consumer groups, high-quality gold collars, and local distributors, they have high requirements for product brand awareness, taste and ability. Consumption of various luxury goods, like to grasp all kinds of information in a timely manner, therefore, through the holding of art exhibitions to promote the corporate culture, for example, in some clubs regularly hold a collection of incense, calligraphy and art in one salon, invite Large customers participate to enhance brand awareness. “The selection of the lottery will depend on the level of the customer. In addition, it is necessary to pay attention to the environmental design of the venue where the tasting will be held, and finally the control of the site.†Yang Mingxia said.
Some insiders said that to carry out brand promotion, it is necessary to find a new market position for the brand, improve brand recognition, and enlarge the core advantages of the brand. When consumers buy goods, the first consideration is the top three brands of such products. Therefore, to make the corporate brand a leading brand in a certain aspect, it has a certain position in the hearts of consumers. The core concept of a brand makes the brand image clearer and the personality more vivid. The highly recognizable brand can stand out from many brands and make it easier for consumers to remember. Therefore, it is necessary to implant a core concept into the brand. So how to explore the core concept of the brand? The person believes that looking for the first-line brand genes from the brand, looking for the main distinguishing characteristics of the brand and the competitive brand, in line with the development trend of the industry.
As a valuable consumer product, mahogany furniture, in addition to the practical functions of consumer goods itself, has gradually become an art, culture, and collection for art and value. In recent years, it has become a tool for investment and wealth management. The consumer base of mahogany furniture has also expanded to include collectors who are very interested in Chinese traditional culture and professionals or investors who are engaged in investment and wealth management.
From the point of view of brand marketing, since the consumer group of mahogany furniture has obvious three high characteristics, namely high income, high culture and high grade, the core requirement in the marketing method is to adhere to high quality and excellent service. new design. For them, the attraction of quality exceeds the attraction of price, the attitude of service is more important than the promotion of promotion, and the recognition of design is better than the pursuit of material attributes.
The suitable marketing method is that mahogany furniture manufacturers are formulated according to the actual situation of the enterprise and the characteristics of the market, and among various marketing methods, the mahogany enterprises are also coexisting in various sales methods to achieve the largest market sales.
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