In the furniture industry, the current product concept and service concept have begun to break away from reality. From the product point of view, too much emphasis on the particularity of the material, the complexity of the process, the style of the lineage and other inconspicuous rhetoric, the virtual concept does not focus on the actual function; and from the sales, the pursuit of luxury decoration of the store, high Low discounts and endless promotions under pricing, re-offering and not heavy service. This makes consumers feel overwhelmed when facing furniture products, and has a great distrust of the industry.
In fact, consumers' expectations for our furniture products are very simple, just like the treatment of home appliances (home appliances have now "returned" in place), to meet the current needs, reasonable prices, perfect functions, and serve the people. However, as far as the current trend is concerned, on the one hand, China is still in the stage of rapid development of urbanization, and the consumer groups of high-end products in furniture are constantly expanding, and the overall market capacity is also increasing year by year. From the perspective of the furniture enterprise, it has invested more in channel development, less investment in terminal services, more research on enterprise development, and less research on consumers - if you only want to achieve high growth through some special means, but do not pay attention to it. Is this possible for consumer demand?
Don't let high-end furniture really be high and good for people to buy and sell.
Nowadays, many furnitures on the market are positioned as high-end international furniture. They have always emphasized the high-end and internationalization of their brands. Although this brand image may encounter special periods and special people in the market, it will be like a fish, but it will be popularized by mass consumers. In fact, it is not suitable, and it does not match the current domestic market environment. Therefore, those brands that once positioned high-end and internationalization are also time to adjust their brand strategy.
In fact, whether it is to do products or services, the ultimate goal is to please consumers and meet consumers to achieve their value. Therefore, high-end furniture further strengthens the "consumer-centric" product concept and service concept in the current environment. Let the furniture products return to the core value of “practical and comfortableâ€, and let the sales service work return to “close to the peopleâ€. This makes it possible to win the favor and reputation of consumers when the market is not good, and not to be in the downturn. "Starving death" is in a high position.
Abandoning "low-key luxury" and returning to "middle-class comfort"
In terms of products, it is necessary to adapt to the "people-friendly" strategy, re-examine the products, and adjust some of the so-called high-end products to meet the market demand. Not going blindly to the high-end, returning to the people-friendly route does not mean losing your own unique ideas in developing products. On the contrary, it is necessary to establish your own concept of "community for the people", so that you can create a consumer value for your products, and overcome the problem. Consumers' psychological defense, then you win the first battle of the market.
In the selection of consumer groups, we should follow the appropriate adjustment of products, luxury high-end, comfortable middle-class, set the target consumer groups, and then develop products according to their consumption habits and hobbies is bound to be wrong. The target consumer groups are basically covered in terms of product style, product grade and product specifications. On the basis of value for money, the style of the product is more fashionable, the price is more intimate, and the specifications of the product are more realistic. Of course, consumers will naturally prefer it.
In terms of price, it is also synchronously adjusted and positioned. The product is close to the people, which means that the terminal price is close to the people. The price of the product should not be determined on the basis of cost after production, but should be approved at the beginning of the design according to the acceptance of the target consumer group. Now, there are many furniture companies with good products and good quality, but consumers don’t buy them, why? It is not the price that is not close to the people. The reason why this price is not close to the people, in addition to the high cost of the product itself, on a larger level, is the high cost of logistics display. Many companies are actually losing at this point.
High-end also has to ensure that dealers are profitable
If a company cannot guarantee that the dealers are reasonably profitable, then their channel construction will fail. Very terminal sales are critical, ensuring the profitability of the terminal dealers can maintain the long-term development momentum of the company, which is also ignored by many companies. In fact, this is also a key to the success of the company. It is obviously one of the important tasks to ensure that the terminal dealers can profit. . Without the profit of the dealers, it is unrealistic to talk about what is better for consumers.
Dealers go out to get more customers. Therefore, the current terminal sales should pay more attention to how to increase the collection rate of the specialty stores. Because these tools are still centered on “intimacyâ€, emphasizing “convenience†and “realityâ€, they can be recognized by consumers. Because as a means of collecting customers, if the consumer is inconvenient or unreal, the promotion of the collection is basically not sustainable, and even has a negative impact on the brand. Enterprises should also regularly organize some consumer activities to narrow the distance with consumers. These activities are not “class†or “educationâ€, but communication, answering questions and suggestions, in order to further enhance products and services. .
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