Frequent problem is the furniture industry in need of "shuffling exercise" - furniture - office supplies industry

Frequent problem is the furniture industry in need of "shuffling exercise" - furniture - office supplies industry

Recent contact with a few furniture companies marketing boss, involving current furniture market competition topic, there is a business and even on my advice, they hired a high-priced stars to endorse their products. I randomly asked about the character of genes of the brand, and then ask what is the natural and the stars associated with the other party can not answer. At the same time, the Shenzhen International Furniture Fair held exactly, the way I looked Qucourenao a walk, then had too much sentiment in mind, the overall feel of these 20 years, the Chinese furniture industry, the level of the overall market is still marking time, the lack of brand personality and marketing innovation, mainly in product design, lack of bright spots, the old traditional business thinking, marketing communications and demand do not focus on similar, while the turnover rate in the terminal and poor. As a result, I feel the furniture industry sales collapsed urgent.

One strange phenomenon of the furniture industry

2005 year, I visited Shanghai, Jiangsu and Zhejiang, Beijing and Guangdong, the furniture market, details about the number of furniture brands market performance, while the initial point of this industry has knowledge of this was found a secret, the industry actually packed more than 60,000 manufacturing enterprises, and Trail of the dragon oligopoly industry, furniture, consumers can hardly constitute a furniture brand in mind the stigma, style and price are basically a choice between . In the marketing embodied in:

1, celebrity endorsement has become a trend

Many furniture companies because of the lack of innovation in marketing, the blind learn the practice of other companies, to spend money on celebrity endorsements to promote their products, which once belonged to marketing communications areas, the lack of visibility at the enterprise premise, flowers large amount of money requested a star, making a hawk-like commercials, so get to the business in any case there is a rise in brand awareness springboard key is, please what kind of star with his own brand genetic match? The collusion of the ground at the same time how to start? How do stars who spent the money, in the dissemination of the value maximization?

2, the lack of communication demands personality

Furniture enterprises in the advertising communication is very monotonous and vulgar, such as around Sofa In fact, the brand's visibility around the sofa quite high, and in the industry, also have cognitive, and now it's advertising, but lost self-confidence, fear of other people do not know, they shouted in the ad, "about the sofa, the Chinese famous brand "The sofa on the left and right to good, there is no information on the! This ad really a bit Cidewuyin. Nike has said that he is world famous? LV a call of a world famous brand it? So I think the spread of the sofa about appealing to completely modify it to read it!

Furniture industry for more than 70% of businesses suffering from "about" disease, shouting "China Famous Brand", "XX province famous brand" and so on. I think that some small and medium local enterprises, down to spend money on something that has not used "government rectification of names" and "honor" to peddle, to imply that consumers "XX well-known brand is recognized by the government, the famous trademark." However, some have been somewhat famous in the industry to upgrade the brand is long overdue, the spirit of the brand appeal of the content!

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