Several ubiquitous marketing concepts and misunderstandings

The prevailing marketing misunderstanding of Chinese furniture enterprises The rapid growth of the national economy has greatly stimulated the booming of the real estate market and stimulated the rapid growth of the Chinese furniture industry. However, the furniture factory is obsessed with traditional production thinking, low management level and insufficient innovation. Not effectively improved. Among them, marketing performance is more prominent. As far as the level of understanding is concerned, some superficial marketing concepts have evolved into a common misunderstanding of thinking, which seriously restricts the innovation of furniture marketing. The following are some of the big mistakes in the small series of home network .

Misunderstanding 1: Professionals do professional things, factories only need to do production, sales to agents.

We often see that in Guangdong, many factories are less than 100 meters away from furniture stores, and they still choose to distribute furniture in the store by agents. In theory, it is true that the factory does not build its own distribution channels, which is in line with the specialized division of labor. But the problem is that furniture sales barriers are low, "getting goods is equal to taking the distribution rights", the quality of "marriage" between agents and factories is low, and the combination of production and sales has never been able to rise from "interest community" to "strategic community." Therefore, this popular "agent distribution system" is not a stable and effective distribution channel, but the last link in the supply chain. In the case of a good market situation, everyone has nothing to worry about. If there is a market downturn, this supply chain will be at risk of collapse.

Myth 2: Chinese furniture does not have a "brand"

Dealers, and even many furniture factories, believe that there is no “brand” in Chinese furniture. The so-called “ brand furniture ” is only a little influential in the industry. In the eyes of customers, there is basically no brand at all. Dealers have such an understanding, which can be regarded as an objective reflection of the current status of furniture, and the “self-definition” of furniture factories is the embodiment of “short-sightedness” and “floating”. In any industry, after full competition and development, it will definitely produce a brand recognized by the end consumers, and furniture is no exception. Of course, this may be the brand of the furniture product itself, it may be the brand of the furniture circulation enterprise, and it is also possible that both situations coexist. If our furniture factory lacks the awareness of creating a brand, it will annihilate the ambition of creating a brand, and certainly "do not do much." It is foreseeable that the results of future comparisons, or the trend of the trend to make some “quick money” in the market, or become a “factory” workshop.

Misunderstanding 3, product marketing should be done well, that is, it costs a lot of money to ask people to do "packaging."

Please celebrity endorsements, professional design companies to design luxury furniture showrooms, imitate a more popular product style production, develop a training manual for shopping guides... This seems to have become the formula for furniture factory product marketing. The elements that make up the formula are mostly patchwork, and rarely form a system, let alone the continuous optimization of the overall system. When these elements appear to be underpowered on a certain brand, they are replaced by another brand. Therefore, furniture brands are emerging one after another, but they are often only "three or five years in the lead."

Misunderstanding the four-run market is to visit the "landlord" and agents.

Now, the sales staff of the furniture enterprises in all parts of the country, the main job is to coordinate the professional furniture stores in each city (because the store is clear, the rental market is a stall market, the industry is called "landlord") relationship, in order to get Go to a good sales location to understand the operation of local agents; in addition, help agents to do product display and train salespersons' shopping guide skills. And for the real market's main body - the end customer, almost ignored. Myth 5: Innovation is not as good as imitation, and exploration is worse than following the trend. China's furniture products lack originality, basically a "copy" word, Guangdong copying foreign, mainland copying Guangdong, resulting in a single furniture product, each furniture factory product variety style is the same. Directly caused marketing troubles - agents are always changing, constantly looking for new manufacturers or new alternatives, customer complaints continue, even in the furniture store known as hundreds of thousands of square meters, it is difficult to see really let yourself A satisfactory product.

Our manufacturers naturally have a deep understanding. Many of them have insights and are also experimenting with original new product development. However, after the new products are put on the market, they are still “imitation”, which makes the disciples beat the master. After this twist, they came to a conclusion that they can only imitate, and the cost of innovation is too great to make a wedding dress for others. The above list is just some common misunderstandings of the furniture companies in the marketing concept. In practice, there are more problems.

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