Top 10 hot events in the furniture industry in the first half of 2012

The furniture industry, which is closely related to the coldness and hotness of the real estate market, has been turbulent in recent years due to the spread of real estate regulation. Hearing the negative news of various market slumps, deserted stores, and slow performance growth, many furniture companies and distributors have naturally lost their original passion and confidence in the market. But no matter how difficult the market is, there are always some companies whose performances rise against the trend and brands stand out. Today, the editor will take a look at the more successful marketing cases of the furniture industry in the first half of 2012, and review the brand and marketing events that have been rushing and killing countless films.

Case 1: Yalan Mattress's five stores in Shenzhen have sold 5 million yuan in two days

Marketing ideas: Raiders

Marketing effect: ★★★★★

Case introduction:

From June 9th to 10th, Hong Kong Yalan Mattress piloted the "Five Shops Linked Factory Direct Sales" activity in Shenzhen. Through the careful arrangement and planning of the marketing team, during the event, the old customers' emotional cards were hit, and through precision marketing, advantages The product mix and other methods achieved a breakthrough of 5 million sales in just 48 hours. (Five stores: Xiangcheng Furniture Store in Europe City, Century Center Red Star Macalline Store, Red Star Macalline Buji Store, Jinhai Ma Futian Store, Jinhai Ma Nigang Store)

According to Liu Fang, marketing manager of Aran, the event was planned for only 15 days. At the event site, Allan's R & D, technology, raw material procurement, quality, production and other departments, from the director to the staff, were all present, acting as shop-in-shop guides throughout the process, conducting consultative sales. She believes that the shopping guide is a terminal marketer who directly faces customers, and will play a key role in the terminal sales process. All the personnel in all links within the enterprise are not only representative of Yalan ’s The importance of this event has also increased the professionalism of the sales staff in the store, which has doubled consumer confidence when buying.

In order to achieve the effect of the event, the day of the event is to take a big order and close the transaction quickly, but Yalan also adopts different strategies according to different consumers. Some customers spent nearly 3 hours from entering the store to placing an order, and the shopping guide has been patiently explaining. Liu Fang, manager of Yalan ’s marketing department, told reporters: “There is a Hong Kong guest who pays great attention to the quality of sleep and experiences almost every mattress in the store. In order to test the spring performance of the mattress, he even went to the mattress with children The scene jumped up and the scene was very lively. "For these, Yalan sent professional technical R & D experts to explain patiently on the spot, while increasing professionalism, and narrowing the psychological distance between customers.

Experience Sharing: Promotion is not a price war

When many people hear the promotion, the conditioned reflex is to sell at a low price and directly discount it. However, Yalan did not use a price war model this time, but used system marketing to break through one by one.

1. Identify accurate customer groups. Through community publicity, dig out potential consumer groups, grasp some of the precise consumer groups that need to buy mattresses, and conduct advance notice of activities by issuing invitation letters and flyers, and grasp the precise users in place, directly at the terminal Effective customer interception.

Second, maintain old customers and spread through user word of mouth. The brand effect of Yalan has been deeply rooted in the terminal, and the accumulation of 46 years of old customers has also gathered a lot of popularity for this event. As the price system of Yalan is very well maintained in the terminal, and the product quality is excellent, this event not only attracted many old customers to recommend new customers, but also many old customers came to meet the needs of replacing mattresses. In this way, the on-site sales are equivalent to an indirect word-of-mouth effect. Customers are extremely relieved when they consume, and the probability of closing a deal is greatly increased.

3. The brand's influence effect. Now one of the reasons why many consumer groups like to go shopping in Hong Kong is that the quality of Hong Kong products is excellent. Yalan uses its own advantages to vigorously promote the influence of Hong Kong brands and the industry ’s first quality assurance through the Hong Kong high-quality product mark-Q Mark certification. Guide customers' personal experience and greatly increase the confidence of new customers in products.

4. The mode of product mix. This Yalan promotion is not a direct discount, but a joint sale through a combination of high-quality mattresses and bed frames. The price range is from mid-range to high-end, whether it is a classic model or a stylish individual model. Whether it is a combination of appearance and interior decoration style, or functional care of deep sleep, the success of the selection of high-quality product portfolio launched by Yalan in this event has been recognized by many consumers.

Media comment:

The success of Yalan's ice-breaking operation must not only be given to enterprises, but also to the entire furniture industry. Today, inside and outside the industry is sending a message all the time: the market is bleak, dealers have opened stores, and the popularity of the store is sparse ... In the face of the market downturn, many companies are used to blaming the depression of the environment, but few Check the cause from the enterprise itself. It is true that the market slump is certainly related to the general environment, but it is more determined by the determination and confidence of enterprises and distributors. Only in the current general environment can confidence be restored, actively seek its own advantages, combine market needs, and innovate marketing methods. Only then can the market "break the ice".

Although the event was a great success, the only pre-promotion effort that was lacking in the United States and China was not enough. On the day of the event, many customers said, "I did not know that Yalan had such an event before." Those customers who happen to be attracted to it may miss this promotion if they do not happen to. But at the same time, it also shows that there is still a lot of room to be tapped in the market.

Case Two: Songbao Kingdom Guizhou Liping million love for students

Marketing ideas: Raiders for charity

Marketing effect: ★★★★★

Case introduction:

On April 30, 2012, Songpu Kingdom joined hands with the China Charity Federation Office of Love School and Low Carbon Babe Tongxing Online to officially launch the "One Million Love Aid Student Action" and departed on the same day to the first stop of the student action-Guizhou Liping. As a full sponsor of this student aid operation, Songbao Kingdom not only sent school supplies, daily necessities and condolences to the children of Sanlian Primary School in Liping County of Guizhou, but also sponsored an additional 10,000 yuan for Sanlian Primary School as school teaching equipment and lessons. The improvement of teaching facilities such as tables and chairs has attracted the attention and praise of the industry and the community.

In addition to consoling Liping ’s needy students, the event also shot the MV of the student action theme song “Caring for Love” in the difficult school setting of Liping County. According to the introduction of Fang Yafu, Marketing Director of Songpu Kingdom, he chose Liping County to produce the song ’s MV The purpose is to hope that through the singing of the song, people of the whole society will pay close attention to the teaching conditions of poor mountainous areas and the education of their children. At the same time, they also hope that children living in the city can pay more attention to the children in poor mountainous areas and connect their hearts with them. Help each other to build a friendship that spans time and space, so that all children can share a home under the blue sky!

Media comment:

As the media that followed the entire report of this event, we witnessed the sincerity, love and warmth of this event. I hope that more furniture companies will continue to take over charity and charity work in the future, and truly shoulder the sense of responsibility and mission of a company to the society, but at the same time hope that companies can establish relevant mechanisms or use reliable third-party institutions to make specific use of the charity Carry out supervision and publicity to ensure that every donation and every love reaches every corner where it is needed.