For the furniture market environment in 2011, first of all, the sales of commercial housing in the first-tier cities declined, and the furniture industry was followed. Secondly, the housing market was a big growth point in the furniture market. According to analysts, the 1000 in 2011 was roughly estimated. Ten thousand sets and 36 million sets of affordable housing in the “Twelfth Five-Year Plan†will have a huge pulling effect on the sales of cement, glass, ceramics, paint, flooring, hardware, furniture, lighting and other products. If the average consumption of home improvement in each suite is 10,000 yuan, it will drive the consumer market of about 460 billion yuan. Finally, the market demand of counties and towns is relatively less affected by state regulation, and the market in the third and fourth grades is promising. In this environment, the furniture industry must cope with the ever-changing market situation, requiring enterprise dealers to grasp both hands and take the brand line to stabilize the original market share; the channel is the king to tap the potential market.
Channel sinking needs to increase marketing depth
The original market of the furniture industry is mainly for middle and high-end consumers in first- and second-tier cities. After more than a decade of development, they have already had high brand loyalty. Relatively speaking, developing new markets is difficult for many companies. At present, furniture companies are ambitious to move to third- and fourth-tier cities and rural markets, and begin to change the channel sinking. But the channel sinks and cannot sink to sink. Channel sinking As a method of market segmentation and channel intensive farming, the company's sales control is the core. As an important part of the marketing mix, the channel is ultimately to serve the sales. The sinking of channels means the improvement of marketing depth, requiring enterprises to have efficient management mechanisms, including management of sales systems, management of customer service systems, and management of warehousing systems. Channel sinking is a double-edged sword. Once a problem occurs in a certain link, the result is that the channel is sinking and sales are falling.
Furniture products have higher requirements for quality and service, channel control and management are more complicated, and channel conflicts are also the most. Especially this year, affected by macroeconomic policies, dealers have almost become "distribution wounds", and the ever-shrinking profit margins, and the frequent withdrawal of stores, directly threaten the relationship between manufacturers. For the new market, enterprises must first do a good job of channel structure design, taking into account factors such as the current situation of the enterprise channel, the current status of the competition channel and the consumption status of the target market. In management, it shifts from product management to customer management, from transaction management to relationship management, and strengthens information management.
Consumption differences determine product positioning segments
As far as China's furniture consumption market is concerned, the large differences in regional economic development levels determine the importance of brand positioning. Channel sinking is to open up sales. China's prefecture-level cities and towns have huge consumer markets. It is imperative to figure out their consumption needs and spending power. The ultimate goal of market positioning should be to establish a special trust relationship between buyers and sellers. In the process of brand promotion, after finding the special needs of the target group and making commitments to the target customers, we will do our utmost to fulfill this commitment. The brand concept and brand culture can be recognized and sought after by the market.
At present, the brand positioning of furniture lacks innovation, and most of them start from the taste of people and the feeling of home, with the positioning of “environmental protection, health, low carbonâ€. This positioning, in the high-end market, has a certain influence in the fashion crowd who pays attention to “symbolic consumptionâ€. The products for the third- and fourth-tier markets and the general public are essentially different. For example, at present, solid wood furniture has become a hotspot for consumption in Beijing, Shanghai, Jiangsu and Zhejiang provinces, but solid wood furniture and composite solid wood furniture in Central China only account for about 20% of the market share. For the whole country, panel furniture sales have maintained the fastest growth. speed. Different regions have different consumption habits, and different regions have different moisture resistance, compression resistance and color preference. Wuhan is known as a university town, and many local furniture companies are engaged in the production of teaching and office furniture.
. In the process of sinking channels, furniture products must be differentiated and positioned to find the special needs of the target group in the regional culture, thus occupying the consumer's mental resources.
Preferred intimate route
In communication studies, the gaps in information between people in different regions are called “information ditchâ€. This kind of "information ditch" exists between first-tier cities in China and third- and fourth-tier cities. According to the latest statistics, the number of Internet users in China is more than 400 million, that is, 2/3 of the residents have no contact and few contacts, and most of this group is in the third- and fourth-tier cities, which is just the potential market for furniture to be tapped. . In the sinking of the furniture industry channel, the service is more important for the low-end consumers who are relatively backward in communication. Therefore, it is the first choice for enterprises to let go of the line.
In addition, when people look at quality, township people will also consider whether the price can withstand. In the rural areas, the usual bumps and bumps are inevitable, and there are more dust in the home. This requires that the furniture for the third and fourth grades should be wear-resistant, ash-proof, easy to clean, and more practical.
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