1. Discuss the reasons of furniture store marketing difficulties
To find the cause of the predicament of the furniture store today, we must first start with the positioning of the furniture store. The more furniture stores are opened, the more luxurious they are. Furniture stores are based on the requirements of furniture suppliers. Many furniture stores cover functions such as furniture sales, furniture distribution and installation, after-sales maintenance services, and information feedback. This determines that furniture stores must rely on the support of manufacturers. It is precisely because of this dependence that many furniture stores often refer to their suppliers as " headquarters. " They do not realize that their relationship with the furniture manufacturer is only one of the channel components of the manufacturer. When the economic downturn comes, the first thing that will be hit is the furniture store. In the past, furniture stores opened one by one, so they attracted people from all walks of life to invest in this industry. Lack of five-star software and services, and no five-star profits; bosses who have worked hard in this area for many years also lamented that business is becoming more and more difficult to do. Investors are getting more and more confused: When can an investment of more than 1,000 square meters of furniture cost 3 to 5 million yuan, when can the capital be recovered?
1. Focus only on sales and ignore brands
In the case of insufficient brand awareness and poor brand management skills, furniture stores only need furniture sales, and their marketing is around furniture sales: advertising, display, promotion, etc., to attract customers to their furniture stores to buy furniture , This is very correct. However, this alone is not enough. This will make the staff in the furniture store think that once the furniture delivery and installation is completed, the task of the furniture store will be completed. As for the satisfaction of the customer's experience afterwards, nobody cares. That is to say, a furniture store sells only a kind of furniture product itself, not furniture and culture with brand content. In the current high degree of homogenization of furniture products, the competition is very fierce. Furniture stores often press each other's prices in order to complete the furniture sales task, and the profits are lower and lower, and they even " salary " .
Therefore, the furniture store does not have a systematic marketing system, nor has it formed its own core competitiveness. Furniture products belong to manufacturers and customers belong to everyone. Furniture stores actually have no control over upstream and downstream, and can only survive in the cracks. Furniture products are a good understanding of manufacturers; customers are everyone's, and it can be seen from the way consumers buy furniture. Consumers rarely buy furniture like mobile phones, first select the brand, and then go to the brand counter of the mobile phone store Or look at the model of the mobile phone, ask the price, understand the function in the specialty store, and finally determine the purchase. They often choose a piece of furniture they like from a friend or a furniture store when they can pay the price. After buying the furniture, they can only remember what the piece of furniture looks like. What color is it? As for the furniture brand of that furniture and the name of that furniture store, there is no impression.
2. Missing business management process
At present, many furnitures have not established relevant scientific business management processes, and rarely do customer satisfaction surveys. Of course, they do not have the habit of " reporting " their store sales data to furniture manufacturers or superior managers. Therefore, furniture manufacturers and superior managers are unable to provide corresponding guidance and requirements for the sales and services of furniture stores. Therefore, they cannot improve customer satisfaction according to market demand.
Customers buying this brand of furniture today do not mean that customers have a knowledge of this furniture brand. It may also be because the price is right, or they just like the color or shape of this furniture. Because it is impossible to attract customers through the brand, that is to say, the customers who buy your furniture today will not necessarily look back, and the price cuts or other benefits of competitors will easily attract them. More importantly, this time the customer bought a piece of furniture in this furniture store, it may also be very satisfying, but it may be a long time after the next purchase. People ’s memories of this satisfaction are easy to forget. When buying, he may find someone else to go. Therefore, the loss of customers in furniture stores is very serious, with an annual loss rate of more than 70% . If the home has a complete set of business management processes, from pre-sales, mid-sales, after-sales to relationship maintenance management, then the customer loss rate of the furniture store will be greatly reduced, and the furniture store business will be better and better.
3. Stand by and wait, passive marketing
Nowadays, furniture stores are basically " sits business " . The lack of active marketing methods is a common problem in furniture stores. Furniture store sales are very passive, basically staying in the store and waiting for customers to come. After the customer came to the door, the salesperson followed up and convinced the customer to buy the furniture in his store. This "business- to-business " model, once customers leave, is basically powerless except for making phone calls. Few furniture stores can lock customers into their loyal customers through long-term customer communication.
Although, in order to attract customers, many large home plazas now often do things such as advertising, holding furniture exhibitions, and carrying out various festival promotions, etc., which also play a certain role in helping the furniture stores in these plazas. But this often appears as the brand of the entire home store, and each furniture store only cooperates to participate in order to obtain customer information. Usually, the various marketing activities carried out by Home Plaza, etc. are also mainly to promote the furniture square brand, and the impact on the furniture store brands that are stationed in it is basically negligible. As a result, many customers have difficulty remembering the name of the furniture store or furniture brand.
(From the perspective of the above links, furniture stores have not formed their own brands, and furniture stores are also accustomed to " waiting for others " . In this case, it is not difficult to understand the difficulties in the operation of furniture stores.)
2. Strategies to break the plight of furniture marketing
In fact, with the improvement of people's living standards, the consumption of furniture has also begun to mature - providing each customer with unique customized furniture products has become a trend, and the furniture industry is about to enter the era of customized production. For example, the rise of Shangpin Home Furnishing is a signal. In large-scale production, users are at the very end of the value chain, and enterprises sell what they produce, while in customized production, users are at the forefront of the value chain, and companies must produce according to orders rather than forecasts.
This requires the furniture store society to rely on modern information technology to establish a personalized customer communication service system to realize the individualized marketing of the furniture store. The specific performance is: caring about customer value, strengthening communication effects; increasing customer value and reducing customer costs; emphasizing customer management and maintaining customer relations; attaching importance to word-of-mouth publicity and seizing market reputation.
1. Caring about customer value and strengthening communication effect
In the 21st century, the globalization of the world economy, knowledge, information, digital and network gradually move towards the world economy "borderless" new economic era. Driven by the continuous development and widespread application of global information technology, e-commerce has become an important form of information communication and trade activities between many enterprises, and between enterprises and consumers, and the life of consumers has become increasingly close. This development trend has already had a strong impact on the company's business philosophy and marketing methods. Therefore, the marketing system with network and information technology as the core will replace the traditional marketing method to a certain extent and has gradually become the new trend of modern enterprise marketing development. .
This new marketing method truly implements the basic principles of consumer orientation, through personalized communication technology to achieve customer personalized communication, personalized service, personalized care. These personalized services more accurately understand and grasp the needs and desires of customers, realize long-term communication with consumers, and tap the long-term value of customers.
The shortest distance between two points is a straight line, so how can direct and effective communication be achieved in information communication? With the help of modern network and communication technology, personalized marketing adopts a one-to-one communication model, and realizes the shortest linear distance communication method in customer communication. In short, to care about customer value through the way of experience, and strengthen the effect of communication with customers. This linear model of experiential marketing: communication is a straight-line, two-way interactive communication process. The main elements of communication include context, participants, messages, channels, interference, feedback, etc. The direct communication of experience marketing minimizes the communication distance and strengthens the communication effect.
To find the cause of the predicament of the furniture store today, we must first start with the positioning of the furniture store. The more furniture stores are opened, the more luxurious they are. Furniture stores are based on the requirements of furniture suppliers. Many furniture stores cover functions such as furniture sales, furniture distribution and installation, after-sales maintenance services, and information feedback. This determines that furniture stores must rely on the support of manufacturers. It is precisely because of this dependence that many furniture stores often refer to their suppliers as " headquarters. " They do not realize that their relationship with the furniture manufacturer is only one of the channel components of the manufacturer. When the economic downturn comes, the first thing that will be hit is the furniture store. In the past, furniture stores opened one by one, so they attracted people from all walks of life to invest in this industry. Lack of five-star software and services, and no five-star profits; bosses who have worked hard in this area for many years also lamented that business is becoming more and more difficult to do. Investors are getting more and more confused: When can an investment of more than 1,000 square meters of furniture cost 3 to 5 million yuan, when can the capital be recovered?
1. Focus only on sales and ignore brands
In the case of insufficient brand awareness and poor brand management skills, furniture stores only need furniture sales, and their marketing is around furniture sales: advertising, display, promotion, etc., to attract customers to their furniture stores to buy furniture , This is very correct. However, this alone is not enough. This will make the staff in the furniture store think that once the furniture delivery and installation is completed, the task of the furniture store will be completed. As for the satisfaction of the customer's experience afterwards, nobody cares. That is to say, a furniture store sells only a kind of furniture product itself, not furniture and culture with brand content. In the current high degree of homogenization of furniture products, the competition is very fierce. Furniture stores often press each other's prices in order to complete the furniture sales task, and the profits are lower and lower, and they even " salary " .
Therefore, the furniture store does not have a systematic marketing system, nor has it formed its own core competitiveness. Furniture products belong to manufacturers and customers belong to everyone. Furniture stores actually have no control over upstream and downstream, and can only survive in the cracks. Furniture products are a good understanding of manufacturers; customers are everyone's, and it can be seen from the way consumers buy furniture. Consumers rarely buy furniture like mobile phones, first select the brand, and then go to the brand counter of the mobile phone store Or look at the model of the mobile phone, ask the price, understand the function in the specialty store, and finally determine the purchase. They often choose a piece of furniture they like from a friend or a furniture store when they can pay the price. After buying the furniture, they can only remember what the piece of furniture looks like. What color is it? As for the furniture brand of that furniture and the name of that furniture store, there is no impression.
2. Missing business management process
At present, many furnitures have not established relevant scientific business management processes, and rarely do customer satisfaction surveys. Of course, they do not have the habit of " reporting " their store sales data to furniture manufacturers or superior managers. Therefore, furniture manufacturers and superior managers are unable to provide corresponding guidance and requirements for the sales and services of furniture stores. Therefore, they cannot improve customer satisfaction according to market demand.
Customers buying this brand of furniture today do not mean that customers have a knowledge of this furniture brand. It may also be because the price is right, or they just like the color or shape of this furniture. Because it is impossible to attract customers through the brand, that is to say, the customers who buy your furniture today will not necessarily look back, and the price cuts or other benefits of competitors will easily attract them. More importantly, this time the customer bought a piece of furniture in this furniture store, it may also be very satisfying, but it may be a long time after the next purchase. People ’s memories of this satisfaction are easy to forget. When buying, he may find someone else to go. Therefore, the loss of customers in furniture stores is very serious, with an annual loss rate of more than 70% . If the home has a complete set of business management processes, from pre-sales, mid-sales, after-sales to relationship maintenance management, then the customer loss rate of the furniture store will be greatly reduced, and the furniture store business will be better and better.
3. Stand by and wait, passive marketing
Nowadays, furniture stores are basically " sits business " . The lack of active marketing methods is a common problem in furniture stores. Furniture store sales are very passive, basically staying in the store and waiting for customers to come. After the customer came to the door, the salesperson followed up and convinced the customer to buy the furniture in his store. This "business- to-business " model, once customers leave, is basically powerless except for making phone calls. Few furniture stores can lock customers into their loyal customers through long-term customer communication.
Although, in order to attract customers, many large home plazas now often do things such as advertising, holding furniture exhibitions, and carrying out various festival promotions, etc., which also play a certain role in helping the furniture stores in these plazas. But this often appears as the brand of the entire home store, and each furniture store only cooperates to participate in order to obtain customer information. Usually, the various marketing activities carried out by Home Plaza, etc. are also mainly to promote the furniture square brand, and the impact on the furniture store brands that are stationed in it is basically negligible. As a result, many customers have difficulty remembering the name of the furniture store or furniture brand.
(From the perspective of the above links, furniture stores have not formed their own brands, and furniture stores are also accustomed to " waiting for others " . In this case, it is not difficult to understand the difficulties in the operation of furniture stores.)
2. Strategies to break the plight of furniture marketing
In fact, with the improvement of people's living standards, the consumption of furniture has also begun to mature - providing each customer with unique customized furniture products has become a trend, and the furniture industry is about to enter the era of customized production. For example, the rise of Shangpin Home Furnishing is a signal. In large-scale production, users are at the very end of the value chain, and enterprises sell what they produce, while in customized production, users are at the forefront of the value chain, and companies must produce according to orders rather than forecasts.
This requires the furniture store society to rely on modern information technology to establish a personalized customer communication service system to realize the individualized marketing of the furniture store. The specific performance is: caring about customer value, strengthening communication effects; increasing customer value and reducing customer costs; emphasizing customer management and maintaining customer relations; attaching importance to word-of-mouth publicity and seizing market reputation.
1. Caring about customer value and strengthening communication effect
In the 21st century, the globalization of the world economy, knowledge, information, digital and network gradually move towards the world economy "borderless" new economic era. Driven by the continuous development and widespread application of global information technology, e-commerce has become an important form of information communication and trade activities between many enterprises, and between enterprises and consumers, and the life of consumers has become increasingly close. This development trend has already had a strong impact on the company's business philosophy and marketing methods. Therefore, the marketing system with network and information technology as the core will replace the traditional marketing method to a certain extent and has gradually become the new trend of modern enterprise marketing development. .
This new marketing method truly implements the basic principles of consumer orientation, through personalized communication technology to achieve customer personalized communication, personalized service, personalized care. These personalized services more accurately understand and grasp the needs and desires of customers, realize long-term communication with consumers, and tap the long-term value of customers.
The shortest distance between two points is a straight line, so how can direct and effective communication be achieved in information communication? With the help of modern network and communication technology, personalized marketing adopts a one-to-one communication model, and realizes the shortest linear distance communication method in customer communication. In short, to care about customer value through the way of experience, and strengthen the effect of communication with customers. This linear model of experiential marketing: communication is a straight-line, two-way interactive communication process. The main elements of communication include context, participants, messages, channels, interference, feedback, etc. The direct communication of experience marketing minimizes the communication distance and strengthens the communication effect.
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