The appearance of the mahogany pavilion or mahogany furniture square with the theme of mahogany is an inevitable result of the further segmentation of the home market. This is a trend and the mainstream of the future, because mahogany furniture is a valuable consumer product and cannot be mixed with ordinary home decoration products Reduce value. Under this trend, the marketing methods of the mahogany furniture brand are being concerned by all parties. Who is buying mahogany furniture? As a valuable consumer product, mahogany furniture, in addition to the practical function of the consumer product itself, has gradually become an art, culture, and collection because of art and value factors. In recent years, it has become a tool for investment and financial management. In summary, it can be known that the consumer group of mahogany furniture is firstly the decoration owner, including family owners and business owners; secondly, some collectors and enthusiasts who are very interested in traditional Chinese culture; and the third is engaged in investment and financial management Professional or investor. These people constitute a consumer group of mahogany furniture and artwork. From a brand marketing perspective, the consumer group of the above mahogany furniture has three distinct characteristics, namely high income, high culture, and high taste. To carry out marketing for this part of consumers, it is necessary to conform to their consumption mentality. Research shows that the core point of the consumer values ​​of the three high consumer groups is to oppose waste and focus on value. Therefore, the core requirement in terms of marketing methods is to adhere to high Quality, excellent service, new design. From a more practical marketing method, for them, the attraction of quality is more than the attraction of price, the preference of service is more than that of promotion, and the recognition of design is better than the pursuit of material attributes. These are the real strategic directions of the mahogany furniture brand. Now that the consumer groups of the mahogany furniture brand have been determined and the marketing methods and strategic development direction of the mahogany furniture brand have been clarified, it is necessary to talk about the competitors of the mahogany furniture brand. Conventional thinking: The competitors are peers, so the competitors of the mahogany furniture brand should be the mahogany furniture brand. It can be said that this view is wrong. It not only finds the wrong opponent, but also affects the development of the industry due to the competition of finding the wrong opponent. Drucker said: The purpose of business management is not the enterprise itself, but outside the enterprise. In other words, the future of the company is external. From this perspective, the competitors of the mahogany furniture enterprise are outside rather than inside. What is outside? I have to go back to the consumer group. The first consumer group, who is competing with mahogany furniture for decoration owners? The second consumer group, who is competing with mahogany furniture for collectors and collectors? The third consumer group, who is competing with redwood furniture for investors? Answering this question well will completely solve the competitor's problem. The competitors of the mahogany furniture brand enterprises should be panel furniture manufacturing enterprises, non-Chinese traditional culture collections manufacturing enterprises (such as famous watch and famous bag manufacturing enterprises), gold securities stock investment institutions and so on. Looking out of the mahogany furniture manufacturing industry, the cake of the mahogany furniture industry is immediately magnified. Imagine that no family or enterprise adopting Chinese-style decoration styles exceeds 20% of the total market. Among them, the purchase of mahogany furniture or office supplies does not exceed the total market 5%, if the owners adopting other styles of decoration agree with the Chinese style of decoration and adopt it, as long as the conversion ratio reaches 5%, it can directly promote the rosewood furniture industry to achieve more than 25% industry growth! What a huge data this is. The mahogany furniture brand spread that it is time to change the wind As a cultural communicator who supports and is willing to co-develop with mahogany furniture brand enterprises, President Chen of Shenzhen Sunshine Mahogany Culture and Home Plaza said that the mahogany furniture brand should change its direction. With the preparation and promotion of the Sunshine Redwood Cultural Home Plaza project, President Chen has recently been promoting the spread of the Redwood brand culture, including major initiatives such as support for the establishment of the China Redwood Society by Shenzhen News Network. The China Redwood Association, which will be launched soon, is the first publicity window with the theme of redwood in the official media. It jumped out of the past practice of the redwood industry belonging to the home industry, and pioneered the spread of redwood as an independent industry. This is the same as Shenzhen Sunshine Redwood. Cultural Home Furnishing Plaza is subdivided from the home furnishing market, and has independently become a brand-new consumer industry, with similar intentions. The direction of marketing communication of mahogany furniture brand enterprises should also be the same. Aiming at the correct consumer groups, finding the right competitors, and starting the right brand marketing communication, this is the future road of mahogany furniture brand enterprises. (Chen Zhihua Nie Xiangdong) Accessories,Led Dimmable Driver,Poultry Light Driver,Dimming Power Supply Shenzhen AMB Technology Co., Ltd , https://www.birdscareled.com
Redwood furniture is receiving more attention from local governments and capital, and a new storm about the development of the redwood industry is brewing. Guangxi, Jiangxi, Fujian, Jiangsu, Shandong and other places have redwood industrial parks that are investing and constructing. At the same time, professional stores with the theme of redwood are also emerging. Guangzhou Hongshuwan accepts Yuewang and plans to take a negative An area of ​​10,000 square meters to build the largest redwood pavilion in Guangzhou East; in Shenzhen Guanlan, the largest redwood distribution center in China, the Sunshine Redwood Home Cultural Square with more than 12,000 square meters of actual use area is also being actively prepared, with unique Chinese ancient architecture The design style of the inner street has attracted the attention of well-known domestic mahogany furniture brands.
Competition must choose good opponent
Mahogany furniture marketing: a competition to choose the wrong opponent