The intensity of competition in the furniture market is only increasing and not decreasing. What channels can we use to better sell our products? This has become an important issue that most companies need to consider when investing in competition. But now, with the continuous improvement of corporate brand awareness, competition between enterprises is gradually shifting from channel marketing to brand marketing.
Shift towards brand marketing
The competition between furniture companies is no longer based on the number of end stores and the size of factories. Under the cleaning of the Internet economy and the strong integration of the overall furniture across states and counties, the market share of the original channels can be said to be lost. To maintain a positive mindset, one should not blindly advance to the front line. First tier brands are not forged through countless trials and hardships. In the absence of conditions in terms of financial strength, production scale, channel planning, market cultivation, etc., blindly comparing and pursuing strength may lead to casualties.
Continuously improving brand innovation capability
Product innovation is the key to winning the market for a brand; The third is to win reputation through service. Customers are gods, and service has no bottom line. For second tier furniture brands, market share is important, and providing good service is even more important. In the past two years, there have indeed been some new trends worth noting: terminal relocation, front-end interception, electronic shopping malls, community stores, warehouse sales, more and more real estate developers directly contacting furniture production, providing furnished houses with supporting furniture, and so on! Diversified channels are redefining the market.
Shift towards mode competition
As a means of brand promotion, it is understandable, but for a long time, self entertaining slogans such as leading brands and avant-garde brands have filled consumers' eyes. To truly specialize in production, product innovation, eliminate impurities in prices, and truly cultivate a "happy home" for consumers.
Shift to Internet thinking
In terms of brand communication through the Internet, more and more furniture enterprises have realized the role of WeChat and other mobile Internet tools, and have made use of enterprise official account, industry media official account, etc. to carry out brand marketing and communication, which is still effective in terms of survival stages.
Transition to a capital economy
The biggest impact of the platform economy on the furniture industry is the subversion of the traditional positioning concept of customer groups. Platforms serve as trading and integration institutions for buying and selling houses.
Conclusion: If an industry lacks competition, it will lose vitality, but if there is too much intense competition, it can also lead to unimaginable industry chaos. As a member of a large industry, furniture companies should keep up with the times, appropriately transform their development models and thinking based on their own development situation, and gradually move from channel marketing to brand marketing.