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Zhu Guangyu, marketing director of Peugeot Furniture, said that Peugeot recently used CRM for customer relationship analysis, and took out many of the original orders for analysis and analysis, categorized these customer groups, and then carried out in-depth marketing. Amount of customers propose a more targeted service to mine the second or third bucket of gold.
CRM, which was widely promoted in the IT industry, may begin to be gradually applied in the furniture industry. The introduction of CRM by Peugeot is to purchase furniture of the second, third and N suites aimed at the high-end customer base. Due to the expansion of the proportion of high-end and low-end market sales resulting from real estate regulation and control, the terminal market has shrunk significantly, and the purchase of the second and third suites of the middle-end consumer groups in the past has also been greatly restricted. This strategy is more suitable for high-end furniture products for high-end customer groups.
Products extend downward to seize the market while cultivating future secondary consumers
After in-depth research on the market and consumer groups, many companies find that the low-end market is not unprofitable. The replacement of furniture has also brought new business opportunities to furniture companies. Many companies have begun to tap old customers with new consumer needs. Due to the limited time for consumers to decorate and buy furniture, more trust in word-of-mouth and their previous experience in purchasing and using, which also makes consumers' brand adhesion gradually increase. For example, Green Island ’s “Looking for Family†activity, according to a reporter from Soufun.com, 40% of Green Island ’s sales this year came from original customers who have purchased Green Island.
Zhu Guangyu said that Peugeot used to focus on solid wood furniture, and now the plate business is also a business that Peugeot is very concerned about. After all, it represents the vast majority of the lower-middle-level consumer groups of the pyramid. This group has a huge amount of ownership in China that no company can give up. And it is also very helpful to our high-end business. He learned our brand through the initial consumption. When he has a certain economic strength in the future, he will continue to buy our higher-end products. It can be understood as the low-end and high-end of the automobile industry. For example, the simplest is the Volkswagen Group, which has Volkswagen, Audi, Bentley, and it does so, keeping the consumer's life firmly in hand.
Enterprises expand product categories, do product line extensions, and enrich the layout of high-end, low-end products, which can meet the needs of different consumer groups, as well as customers' needs for upgrading furniture grades in the process of furniture replacement. Ai Ruisi joined the EGGER alliance to further improve product quality to a higher end, but also launched economic products suitable for young consumer groups with relatively limited economic capabilities. The core product of Yifeng Furniture is panel furniture. This year, while planning to build a new production base, it has joined the production line of solid wood furniture.
Product horizontal expansion try new areas
In order to attract more consumer groups, home furnishing companies continue to open up new styles in production. Following the panel, Chinese and software, Dynasty furniture launched the French royal wood furniture Louis Palace series. Another major trend of the enterprise is to enrich the product chain and complete the cross-border production. Flooring, wooden door companies and decoration companies produce furniture and launch their own furniture brands.
Real marketing starts with product development. The purchasing process of consumers is actually a selection process. What the company has to do is to design and produce products before consumers choose. Therefore, more choices will definitely attract more consumer groups, which is beyond doubt. But a development process in various industries is from single to multiple and then to specialization. Today's diversification is a necessary process for the development of the industry. Many business leaders believe that the current expansion of product styles by major companies is also an effective attempt for companies to explore their future positioning.
Panhome integration deeply uses various channels
During the interview, the reporter learned that Mu Leila Di Si wallpaper will cooperate with home textile companies to design products to create a harmonious home style. Wu Kai, general manager of Mu Leila Di Si, said in an interview with a reporter from SouFun Home that the cooperation between the wallpaper industry and the home textile industry will definitely be a big trend in the future. Mu Leila Di Si is now working with the home textile industry, because these two industries are related to each other. The textile industry is a traditional national industry in our country. This talent gathering, the market is very mature, the operation industry is very mature, and wallpaper can be said to be a very new industry. We can use their marketing channels and marketing methods to coordinate development.
Top 100 opened 20,000 square meters of independent stores in North Third Ring Road and introduced foreign furniture brands. Chen Xiaotai, chairman of Top 100, said that in the new big store, soft decoration and furniture will also be integrated. In addition, the Malaysian furniture brand Lehua Times, Red Apple and Huari ’s Jinxiu Group, which have just entered the Chinese market, have launched their independent independent brand Chanel Livable, which represents American furniture ... There are professional integrators to integrate furniture and soft furnishings. Under one style and one positioning.
Reporter's notes:
A hundred days after the New Deal policy was launched, SouFun Household reporters asked if they would make corresponding adjustments to the future market situation. Many home furnishing company executives would say that we should change with the same, but this series at the end of the year During the interview, we found that these companies' new plans have come out and even started to take countermeasures. The strength and determination of the current national policy are obvious to all. Coupled with the advent of the traditional off-season, the situation in the first half of next year is bound to be more severe. From a certain perspective, it is also an assessment of the 20-year-old home furnishing industry. When making plans for next year, it is also the time to test the company's decision-making ability, whether the company has sufficient ability to resist market risks, whether it can occupy a place and a larger share in fierce competition, whether to move or not, how to move.
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