Although the furniture industry still does not produce tens of billions of companies and does not have a globally influential brand, this does not prevent this market from being equally creative and exciting.
The results are important, and the process is equally critical. Win supervisor Deng Chaoming summed up the six marketing cases of the five major furniture companies, which are typical representatives. Let's take a look. Of course, in these cases, part of the win-win consultants provide network integration marketing ideas and promotion support.
Fu Yi Home will carry out cultural marketing to the end
In the furniture industry, and even in the entire high-end brand field, Fu Yi Home's unique passion for cultural marketing is obvious to all. Since the eyes of the domestic market in 2008, the four major theme culture salons of British style, French style, American style and Italian style will be launched at specific times each year, and will be accompanied by new products.
According to Dayuan.com, the cultural marketing map of Fuyi Home consists of cultural lectures, cultural celebrities, cultural themes and sharing, furniture culture appreciation, cultural interactions, etc. Each time, a historical and cultural fragment of English, French and American will be selected. The person presides over the sharing, and then the interactive discussion of the audience, the site will provide exquisite snacks for tasting, certain styles of furniture will have a certain discount on the day of the event. In general, the brand's storefronts rarely offer price concessions (American furniture ).
Win Chao adviser Deng Chaoming believes that in all marketing strategies, cultural marketing is undoubtedly an elegant route, but the cost is high, the interest is low, it is easy to fall into a situation of unwillingness, and it is difficult to achieve immediate results. In addition to this, in addition to holding cultural salons and special exhibitions, Fuyi Home will continue to launch various cultural contents and disseminate them through social media, such as the release of “Report on the Impact of French Style on Chinaâ€, and sort out the essence of European and American culture. This naturally enhances the appeal of the entire event.
Even Tianhong, old folk songs, new sing, music and advertising conjoined marketing
In the traditional impression, mahogany furniture has always been high-end, atmospheric, high-grade, and is synonymous with extravagance, gorgeous, elegant, but even Tianhong through a ballad, this impression was completely shattered.
At the end of 2013, Lian Tianhong adapted the classic song “Chinese Folk Songs†and released “Chinese Folk Songs·Liantianhongâ€, which was sung by Li Tianneng, the head of Lian Tianhong’s head, and sang Feng Xiaoquan. It was broadcasted on many TV stations and video websites across the country. Attracted a considerable amount of attention.
The point is not to take advantage of the "Chinese folk songs" approach, nor the singers themselves, but the super-grounded lyrics of their lyrics, such as "not afraid that my family does not have renminbi, I am afraid that my family does not have good furniture", "cultural Gifts even Tianhong, every family, even Tianhong," "Xianyou Xianyou even Tianhong, health and longevity with you for life, toxic furniture, you don't use it again, murder and kill people without seeing blood", etc., really makes people stunned.
Melody sells imported mattresses at a low price, making the promotion an event
In July 2014, Melody CEO Gao Yang released a message in the circle of friends, officially pre-sold the original imported American mattresses, including Simmons, Jin Keer, Silk and other famous brands. At the same time that Gao Yang released the news, the Melaleuca website also launched the pre-sale products. The website showed that the pre-sale price was half or even one-third of the market price, claiming to break the bottom line.
Objectively speaking, this news has indeed caused widespread concern in the industry, and even has a response in the owner circle. It not only puts the contradiction between the e-commerce channel and the offline store channel on the desk, but more importantly, let more people Recognizing that Melaleuca can also sell imported products, unlike many people imagine, Merlot is only a low-end sales platform. For a time, many media reported and analyzed this.
As far as the final situation is concerned, Melaleuca's high-priced imported mattress sales are very low and have exposed many problems. The promotion effect is poor, but it further enhances the influence of Melaleuca, and it is also a remarkable case.
Happy marketing of left and right furniture
In recent years, the left and right furniture have put forward some requirements for the creative level of marketing, such as the launch of the sofa guest event marketing in Guangzhou in the early years, the initiation of the initiative under the cat girl Wuyang statue, and the beauty placard "free to sleep for you", The sofa guest Xiaoma Ge "30 days free pick-up 60 people" declaration, successfully realized the Asian Games sofa passengers to the left and right sofa passengers transition, did produce a good influence at that time.
After that, Yang Lan was invited to serve as a happiness ambassador, and began to be happy marketing. He proposed the concept of happiness that is “not too far away, just around the corner†and is very clever in combination with the brand name. In the middle of 2014, Yang Lan participated in a series of offline activities including signing conferences, meeting meetings, sharing sessions, forums, etc. When sharing his views on happiness, he also cherished the wisdom of the people around him. spread.
Win Chaodao's chief planner, "Network Integrated Marketing Practical Notes - Make Marketing Effective" author Deng Chaoming believes that the happiness marketing around is actually lacking more full creative support, although there are "Mom's Sofa" micro-movie, "Best beauty mom, win Happiness Lottery "Mother's Day charity event, and a certain amount of soft marketing content support, but still seem thin. It relies more on hard advertising marketing to spread its influence.
In this happy marketing campaign, Deng Chaoming believes that the right and left happiness concept explained by the left and right sofas is also full of positive energy. It is worth to take out a sun: happiness is sitting right; happiness is flatness; happiness, Not how much you can control, but how much is around you; happiness is not far, just around.
Mousse's sleep marketing
With the theme of sleep, Mousse mattresses have been marketing for many years. The creative content involves entrepreneurs' healthy sleep index, healthy sleep system, "Jing" and "Dream" sleep music discs, global sleep culture tour, etc. The marketing connotation has constructed a leafy sleep tree, which can be said to have more successfully strengthened the brand image of “sleep expertâ€.
Taking the sleep index as an example, the time is selected on the eve of the coming of sleep day. Together with Forbes, the White Paper on Chinese Entrepreneur Healthy Sleep Index is released, followed by the “Music Fourth Generation Healthy Sleep Systemâ€. The background of this system is The accumulation of the first three generations of technology.
The sleep culture tour began in 2009, and its social interest point is to cause people to pay attention to the quality and importance of sleep, and advocate healthy sleep. For several years, he has successively invited Qi Zhengyi, Zhang Jie, Li Keqin, Hu Yihu, Zeng Zimo, Yu Chilinjia, and Gu Tianle. Li Chen, Xiao Juan, Zhang Peng, Haya, Li Zongsheng and other literary circles participated in the live event, publishing initiatives, performances, charitable donations, exploring sleep culture, and releasing new products as the main content. On the other hand, it organizes consumers to visit foreign tourist cities and supplier companies.
Deng Chaoming, the integrated marketing agency of Winway Network, believes that these sleep theme activities of Mousse are relatively large in terms of scale, but unfortunately, the interactive highlights are not enough to stimulate the enthusiastic participation of netizens.
For more information on China's furniture industry, please pay attention to the official website of Xianghe Furniture City ().
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