China's home furnishing industry has really entered the development era, which is a 20- year event. The rapid development will take 10 years. In 2010 , it opened the second decade of the 21st century. During this year, home furnishing enterprises that seek rapid development will definitely be in The five major aspects of brand awareness, product development, marketing channels, promotional methods and talent management have made a difference, and the five popular buzzwords in the home furnishing industry in the Year of the Tiger will surely become fashionable.

Buzzword 1: The wine is also afraid of deep alleys

Subtext: Enhance brand awareness

In the past, wine was not afraid of deep alleys. People would work hard to find good things. But now the streets are full of good things. If you still wait for someone to find it, you have to be killed.

Shoppers are nothing more than three categories: one is the fan group, you are a well-known brand, and it is deeply rooted in the hearts of people. As long as you come out with new products, there will be people rushing, such as Apple ’s mobile phones and MP3 ; second, familiar people, you are the industry When you get a brand name, people always compare each other when choosing a product. When you enter the scope of comparison, you increase the chance of success. The third is the blind people. Your brand people don't know it at all, just enter some retail. In the terminal, consumers inadvertently visited your booth when they went to the store. Your product's cost-effectiveness just met the needs of consumers, so they bought you. At present, most home furnishing products are still at the stage of " blind people " . How can they become " ear acquaintances " or even " fans "? Home furnishing managers have to raise the awareness of brand building, "the wine is also afraid of deep alleys. " , Has become the mantra of many corporate executives.

At the 2009 annual meeting just completed by various companies , many companies have taken brand building as the most important part of their work in the new year and have written it into their work schedules. As Kang sent decorate a call for "Beijing home improvement three years into the top ten" slogan; EU to send cabinet resolved "to second place in 2010 to do a wardrobe brand"; Oriental home convenience to reshape the image of the community through open shop; Green Zhidao has set aside special funds to plan brand activities and strengthen brand communication. In this round of change, whoever first realized the importance of the brand and took the lead in taking brand building as the driving force for development, whoever might break out of the new round of competition and achieve the upper hand later.

Buzzword 2: Art is playing

Subtext: lively marketing methods

When people are walking leisurely, you are still dressed in old-fashioned clothes, stepping forward, and heading forward without raising your head, people will naturally not pay attention to you. In this year and month, what people want is surprising, they can only be filtered by others. " Playing with art " will become synonymous with marketing innovation in the Year of the Tiger.

Home furnishing companies need marketing innovation. If you are still discounting gifts and CEOs, you can only be beaten behind. At the beginning of 2010 , an important marketing event that seemed to be hype but had to be pondered by peers was TATA The " President Seal " signed sale , and TATA announced that it would bid farewell to the " President Signed Sale " . TATA obviously had to seek a new marketing model, otherwise it would eventually become a promotional gimmick.

In addition to price reduction in disguise, there are more things you can do in marketing. For example, TATA 's " spike " action, only 50,000 yuan investment, in exchange for 20 million yuan in sales, and information on nearly 2,000 consumers; Bologna Similar to the " spike " auction, it brought 500 consumers to the event site, which brought Boloni into the hearts of the people; Wrigley Bathroom launched a 99 yuan limited edition toilet, which indirectly drove tens of millions of yuan in sales. Even if it is a price war, people are playing very artistically, which is unexpected and interesting. Such innovative marketing can attract people's attention.

Buzzword 3: "After the 80s", what should I do?

Subtext: it is imperative to develop new products

In 2010 , it was not only the second decade of the new century , but also a year in which a large group of people who had always been regarded as " little children " -" post -80s " began to " run three " . In the 1980s the largest group of people born in the wake of the Lunar New Year, or whether it is based on the lunar calendar birthday birthday computing, are 30-year-old man ran. The "80" is the rush to go to work, earn first pen mainstream crowd "set home money". This group of people is 25-30 years old as the main body, facing the " four steps " of love, marriage, buying a house, and decoration . "After 80 Pentium III I supposed to?" This sentence in the Year of the Tiger will be very popular because it gives entrepreneurs to think about: How to meet the needs of "80" and the development of new products?

Seeking individualization of products is an important weight to grasp the " post- 80s " business opportunities. You can't do business for all groups of people. You can only design your products as the love of a certain group of people and let them enjoy their personalities and styles. In recent years , the two brands that stand out from the furniture field - Ronglin Shijia and Feitong, are typical representatives of personalized furniture. The betel nut series of Ronglin Shijia is thick in color and has a stable shape. For those with a certain cultural experience, it may be that the purchase of classical mahogany furniture is not sufficient, and the purchase of panel furniture is too simple. The amorous furniture gives people a fresh feeling and captures some people's hearts; instead of taking the international route, the international fashion trends are abstracted into lines, which are integrated into every detail of the sofa, making people look neither Cumbersome and not too simple, both comfortable and suitable for change. Their success through product innovation will bring inspiration to home furnishing companies.

Catchword Four: Fighting across the Yellow River and heading across the country

Subtext: vigorously expand sales channels

Looking at home brands that still have a place in consumers' minds, they are all spreading their sales network to major cities across the country. Without a certain sales scale and network, it is nonsense to build a brand. " Go across the Yellow River and move towards all China " , in the Year of the Tiger, this is not only a strong slogan, but also a slogan for more and more companies to expand their channels.

" Building high walls, accumulating food, and slowly becoming king " , Yifeng Furniture applied the strategy formulated by Liu Bowen to Zhu Yuanzhang when it was extremely skilled, but in 2010 , it must be the first in the furniture industry in every city it settles in. On the basis, the battle to attack the six major cities in southern and western China began, and weaving a marketing network that radiates the whole country, which will give Italian style Bring new opportunities for development.

Complete national network layout and can not achieve seamless, with the rise of the "80" group of freshmen to decide consumer-oriented groups, accompanied them grew up to become the home of the Internet companies have to pay attention to new sales channels. Despite fighting for a year, Qu Mei Online sales only 500 million, but the boss Zhao Ruihai Qu Mei still enjoy; Exit "president of signings," the chairman Wu Chenxi TATA doors of the most generous would be on March 21 this year while on line at terminal 170 e-commerce sites To play new tricks in e-commerce in the form of " online flyers and shop signing " . The Yellow River is not only a natural barrier but also a psychological barrier. Breaking the traditional thinking of marketing channels, go hand in hand online and offline, home furnishing companies will be exceptionally exciting in 2010 .

Buzzwords five: Dude children, when the boss go

Subtext: Let excellent employees become princes

Enterprises cannot develop without excellent employees, but how to retain talents is a problem that many developing companies have to face. Especially those loyal talents who are rooted in the same enterprise as soon as they enter the business. More and more corporate executives have created conditions for their subordinates to follow them for many years, let them work as agents and bosses in the field, which not only retains talents, but also strengthens the brand, but also enriches the employees. " Brother, let's go to the boss! " This ridiculous truth is destined to become popular in the Year of the Tiger.

Taking Yifeng as an example, most of the cadres who currently support its national marketing channels are under the leadership of Wen Shiquan. He has made outstanding achievements at the headquarters of Yifeng. Xu Yihong, the general agent of Ruyifeng Wuhan, has worked in Yifeng for 8 and a half years. The mechanic started slowly and became the workshop director and factory director; Su Jinbo, the agent of Yifeng Suzhou, Wuxi and Hangzhou, worked in the headquarters of Yifeng for 5 years, and served as the marketing director and general manager; the general agent of Yifeng Xi'an and Zhengzhou Guo Haishan is an 11- year veteran of Yifeng . From an ordinary employee to a sales manager. Wen Shi right of these people are called "man child", "Let the rich man child, they would have been a talent of Italian style." floor The European brand has a similar move. Among the more than 300 specialty stores across the country , 90% of the stores are directly operated stores, and 60% of the stores are operated in cooperation with employees. CEO Zhang Yuexuan strongly encourages employees who grew up in the Europeans to engage in contracting and become the regional distributor or store owner of the Europeans.

In the new year, there will surely be more executives of home furnishing companies learn how to hire people and say to the heroes: " Dude, let's be the boss! "

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