This is a "fast" era. Everyone rushed around the streets in a hurry, and had no time to stop and look for the same consumer goods. Therefore, the word-of-mouth model has long been unsuitable for the current consumer market, which also includes the furniture industry. However, just looking for a celebrity to be an endorsement, or a bombardment of a line, has long been unable to attract consumers through the "all-out" vision. With the explosion of information in newspapers and TV networks, how to seize the attention of consumers in the fastest time and obtain the maximum benefit with the least cost has become a problem that every enterprise must face. Today, the reporter will analyze several famous marketing events in the furniture industry in the first half of 2011 to see if other people's success can bring some inspiration to other companies.
Yutai Furniture: If you have a problem, you need to "high-profile solution"
At the 27th Guangzhou International Furniture Fair in March 2011, the unknown Foshan Yutai Office Furniture Company became the mainstream domestic TV media including Guangdong Satellite TV, Shenzhen Satellite TV, Oriental Satellite TV, Zhejiang Satellite TV, Anhui Satellite TV, Sichuan Satellite TV, etc. The focus of attention. There is no other reason, just because the company invited the famous anti-counterfeiting hero Wang Hai to fight for its patented product "Hundred Phoenix". Although this kind of behavior is suspected of being a show and hype, Foshan Yutai Office Furniture still became the "nova" of the entire furniture industry overnight. Â
SouFun's point of view: In a random survey by reporters, more than 80% of consumers said that the problem of authenticity has become the primary reason for consumers to buy solid wood furniture. Indeed, due to the characteristics of solid wood furniture, it is difficult for ordinary consumers to distinguish "true and false" solid wood at a glance. Even if "counterfeiting" continues, it will not be able to contain this growing trend of fake solid wood. "True and false is difficult to distinguish" has become the unspeakable pain of Chinese solid wood furniture.
Since the road to anti-counterfeiting is so difficult, but has to go, why not "high-profile anti-counterfeiting"? Yu-tai furniture company seize this another way, a "crackdown" as a gimmick to attract the attention of the media and consumers in the shortest possible time, and then to an almost dramatic "performance", his brand perfectly airing out . This case of transforming "disadvantages" into marketing techniques is often seen in many industries, but it is still new in the furniture industry. From this, the huge benefits brought to the enterprise can be imagined.
Yalan mattress : let history become the "stepping stone"
The advertising slogan "An old mattress worth 100,000 yuan" kicked off the launch of Yalan's 2011 marketing campaign. As a celebration of the 45th anniversary, during the period from 4.15 to 5.31, users can log in to the official website of Yalan and submit an invoice, receipt or photo of the mattress mark on the Yalan mattress they have purchased, and they will have the opportunity to obtain a maximum amount of 100,000 yuan. Reward. The launch of this event for the old customers of Yalan mattress not only made a lot of money, but many consumers also said that they must buy another Yalan mattress and stay for the 50th anniversary. Â
SouFun's point of view: A fast-food restaurant opened solemnly and hung the banner of "One Year Anniversary Great Bargain" at its door. From this, it can be seen that to promote itself through the anniversary has become the consensus of many companies. As a Hong Kong brand, Yalan Mattress has always been at a disadvantage in the promotion of the mainland compared with other well-known mattress brands at home and abroad. How can you use this 45th anniversary event to spread your brand to the greatest extent?
Rather than racking his brains to choose a venue for a cocktail party, Yalan's "find old mattresses" activity is full of highlights: the use of "old mattresses into antiques" has attracted the attention of a large number of media and conducted sufficient preheating in the early stage. Then I returned to these older consumers and used their stories as a blueprint to promote their own brand quality, because there is nothing more authentic quality assurance than users have loved for twenty years. Such a quirky N carving is a classic case of old brand promotion.
Imon mattress: Carrying charity to the end
On March 19, 2011, "Let Red Move China, and Hundred Cities with Benefits"-Aimeng China Red Red Tour Charity Tour Press Conference was launched in Huizhou City, Guangdong Province. This development tour, "Promoting the good trend of good deeds and love between enterprises and the public, and promoting China's philanthropy" is co-sponsored by the China Red Cross Foundation, Minhua Holding Group and Aimen Mattress, and will run throughout 2011. As the first furniture company to form an alliance with the Chinese Red Cross, Aimen Mattress's every move this year has received widespread attention from industry professionals and consumers. Â
SouFun viewpoint: Whether you want to admit it or not, charity has been a brand-new "marketing model" that has emerged in recent years. The most famous is Wang Laoji, who donated 100 million yuan at the charity bazaar performance of the Wenchuan Earthquake. For a long time, people including reporters used Wang Laoji as the first choice for drinks. As a result, Wang Laoji has also become a well-known brand in China from a brand in southern China.
Aimeng Mattress created a "precedent" for charity marketing of furniture brands through its alliance with the Chinese Red Cross. As a mattress brand owned by Minhua Holdings, Aimeng has made enough publicity, but wants to "take off" and attract attention when people have become "immune" to various mattress slogans. , You need a different "excuse". The "China Red" action of Aimen Mattress has established a high-quality "good enterprise" image for consumers to a great extent and established a good reputation.
Looking at the most successful marketing techniques of the furniture industry in the first half of 2011, although the forms are different and the techniques are different, it is still not difficult to see that the core point is "swords go slanted". However, this "sword walking slant" does not mean playing smart, but on the premise of its excellent quality, through a different approach, it has attracted the most attention in the shortest time. At the same time, there is a continuous "maintenance" phase after the incident. After all, "action first, public relations second".
Led grow bars 320W, with 6head grow bar, samsung chip and meanwell driver, Epistar chip also available, 4/6/8/10/12 bars can be customized, each bar include 3500k white and 660nm red, the best spectrum for indoor plant growth, 3500 white can replace the sunshine lighting, give plants more energy.
Greenhouse Growing Light,Greenhouse Grow Lights,Greenhouse Plant Lights,Plant Grow Lights
Low Light Herbs,Cheap Grow Light For Herbs ,Indoor Herb Garden Light,Indoor Herbs Low Light
Shenzhen Wenyi Lighting Technology Co., Ltd , https://www.szwygrow.com