The furniture industry enters the period of deep adjustment, and the enterprises are eager to break through in the off-season

Propaganda should be three-dimensional

In the face of a sluggish market environment, everyone has seen a trend of in-depth adjustment. "Sales in the peak season and brands in the off-season" is also a recognized method. "When everyone is silent, you are loud, obviously easier to be heard," Dai Qisheng, president of MEG Furniture, explained the truth clearly.

Naturally, in the off-season, there is more time and energy to dig deeper inside the company. As a channel for publicity, the choice of media is also particularly important. How to create a powerful propaganda offensive and let your brand be touched by more people, three-dimensional propaganda is naturally the only choice. Wang Chuan, general manager of Dynasty Furniture Beijing, said: "The company's brand promotion methods have diversified, and the traditional media can no longer meet the current brand promotion. Now our online media platform and other new promotional media are growing in the brand promotion. Quickly, various manufacturers have invested a lot to do the work of network promotion. "It can be seen that more and more manufacturers have begun to pay attention to the people who can be involved in the new media.

Compared with traditional media, new media represented by online media has the characteristics of more real-time communication, younger audience, and relatively low cost. It has a good effect on companies that want to create greater publicity coverage in a short time. As the increasingly competitive furniture industry, whoever can first brand in the minds of consumers, who can seize the market opportunity, Peugeot Furniture General Manager Zhu Guangyu also quite agrees with this: "The furniture industry has been" full competition since its inception "The industry has always been the consumer's market. I think everyone is adapting to this process. Whether it is the market or the external environment, it is constantly being adjusted temporarily. The changes in new consumption trends and publicity are also three-dimensional publicity in this regard."

In addition, word-of-mouth communication also plays a considerable role as the most cost-effective method. This geometric-level communication method can often receive more results with less effort. However, grasping word-of-mouth communication requires companies to do their own cultivation, which is imperceptible. The impact is actually a requirement for the enterprise's own skill.

Regardless of the brand height you want to achieve, the breadth of publicity is the first thing to pay attention to. How to choose the right way and lay out the corresponding publicity network all determine the success of a brand marketing.

Brands need to be enriched

In the face of a fiercely competitive market environment, many manufacturers have seen the importance of brand building, and they have increased their publicity. However, publicity is not enough. How to increase the added value of their own brands determines the consumer ’s The recognition of the results of publicity, a brand building full of exaggeration and no actual value support, is like a bunch of bubbles. When the bubbles have burst, the consumers are left with more distrust of the enterprise. The counter-effects of such publicity are often Is fatal.

Therefore, to ensure good product quality and add as much added value to the brand as possible is the foundation of brand building. Only by laying this foundation can we pave the way for the long-term development of the enterprise. Wang Niandong, director of the brand of Green Island Home Furnishing, said: "Brand building is about letting more people know about good things, rather than saying bad products as good. This is fraudulent consumers."

Wang Champion was also deeply touched by this: "In terms of production, the dynasty has a very good assembly line and strengthens quality in production. The Olympics is actually a test for the dynasty, and the requirements for the products are almost harsh. In the process, the dynasty Being able to achieve such a good product is actually a qualitative leap for our overall production and management. The Olympics is a standard for our dynasty and a new starting point for us. In terms of marketing, we have a very powerful marketing Team. Through various aspects, we will strengthen the overall brand image, grade and quality to improve. Our growth point in the second half of 10 years is also reflected in the growth of our brand added value, this piece also hopes to be recognized by consumers. "

Brand sublimation

Compared with FMCG, IT and other industries, the furniture industry is still in the initial stage of the development process, which also gives the furniture industry a very good brand building environment. In the industry, there are many brands and the concentration is very low. Who can be the first One is accepted by consumers, and the advantages it creates will be very difficult to surpass.

With reference to the practices of advanced industries, it may be a shortcut to sublimate the brand. In the exchange with furniture "big guys", the reporter noticed a phenomenon. Everyone's focus on brand building still stays in the brand. In terms of reputation and coverage, there is not much consideration for the brand's own identity, so there is such an embarrassing situation. When creating a furniture brand, everyone often expresses to consumers that our The product quality is excellent and the environmental protection standards are met. We are a very responsible brand, but the problem comes at this time. It is true that this is a very good way for consumers to see the brand's sincerity and the manufacturer's intentions. But if everyone says so, then the brand's characteristics are there.

Looking at the world-renowned brands, it is not difficult to see that each brand has its own unique story and its own brand appeals, so as to attract the corresponding audience, and then become the leader admired by everyone. On the other hand, the furniture industry can hardly reach such a high level, which is related to the relatively short development time of the furniture industry, but it is also an aspect that cannot be relaxed if you want to build a mature brand to distinguish it from other companies.

All in all, brand building is a three-dimensional project. It is necessary to consider both the breadth of communication and the connotation of the brand itself. Only after perfecting its brand appeal and brand value, comprehensively using various channels for communication can we get the best. effect. But in today's furniture industry, we also see that whether it is the development of the enterprise itself or the deployment of the required funds, it restricts the scale operation of brand building. However, in the foreseeable future, who will take this matter first Do well, make your own brand truly, easy to accept, clear characteristics, who will first stand out in the fierce competition, occupy the high point of furniture consumption.