Let's take a look at the apparel industry. The apparel industry and the furniture industry are both industries with outstanding personalized needs. The characteristics of their products are essentially similar: functional + decorative. The personalized demands of men, women, children, children, tall, short, fat, thin, etc. for clothing are absolutely no less than those in the furniture industry. The main function of modern clothing is no longer to keep warm. And mix. The apparel industry first appeared in the form of a tailor shop, tailored according to the individual needs of different needs, similar to the stores in the custom furniture industry today, according to the needs of different owners, come to the house to measure the room, come up with design solutions, and then produce. This extreme compromise model of personalization restricts the scale development of the industry.
To break through this restriction, we can learn from the experience of the two links in the clothing industry today. The first is the standardization and serialization of production links, which makes the apparel industry embark on a large-scale development. The second is the sales link. Clothing and furniture products also have outstanding personalized needs, both functional and decorative. How to enable consumers to choose their own products and make purchase decisions as soon as possible. The marketing practice of the clothing industry is: mannequins + Fitting room. The clothes are worn on the mannequins, just like the furniture is placed in the space. It appears in the furniture industry in the form of experiential and situational exhibition halls. From the development of display sales to today's experiential and situational sales, the furniture industry has taken a big step, but compared with the clothing industry, it still lacks the function of a "fitting room". Whether the clothing is suitable for wearing, you can choose it within a few minutes through the fitting room, but the furniture cannot "try on" the home space at will. Consumers put the limited model room in the mind of the home image and "try on" comparison For half a day, it is still very abstract and uneasy. Such consumption barriers are determined by the bulk characteristics of furniture products.
Through the analysis of the apparel industry, we have come to the following conclusions: 1. Personalized needs can be met by standardized products; 2. The experience-based and situational sales model of furniture should be upgraded to implants.
Total solution marketing in low-profile industries
Let's take a look at the finished furniture industry. The standardization and scale of finished furniture is higher than that of the custom furniture industry, so the products can be cheaper. However, there are only a limited number of experiential and situational exhibition halls in the sales of finished furniture. Consumers can only choose and match "visits" through limited model rooms. Compared with the apparel industry, an important sales determinant is lacking here. Bit. The apparel industry is a highly concerned industry, and the professionalism is not strong. Everyone can be their own image designer. Only about 5% of the high-end people have their own image designers. The furniture industry is a low-concern industry. For the average owner, the house will be renovated once in a lifetime. The decoration period of two or three months is destined for each owner to become a rushing passenger in this industry. It is unfamiliar to this industry and lacks it. Brand consumption awareness. The interior design and soft decoration design are a very professional industry for ordinary owners. In home improvement consumption, what the owner urgently needs is not a brick, a toilet, a sofa, a bed, but a home, a living space, an overall solution. The current situation is that non-professional consumers are forced to go around and work hard for professional home improvement affairs. They eagerly call for the provision of professional overall services for home merchants.
For this status quo, we get inspiration from the pharmaceutical industry. Pharmaceuticals are an absolutely low-profile and highly professional industry. People can go to pharmacies to buy medicines, but the largest sales volume of medicines is not pharmacy channels, but hospitals. According to the individual situation of the patient, the doctor draws a prescription in combination with the combination of the performance of various medicines. This prescription guides the sales of most medicines. From this we come to the conclusion that for a professional industry with low attention such as furniture, a simple product portfolio should be upgraded to a solution that combines the owner's apartment space.
Furniture industry: a new marketing model for the "fitting room" of whole furniture
Through the previous analysis, we have come to these two conclusions: 1. The sales of furniture products with strong personal needs and "functionality + decoration" should be upgraded from experiential and situational to implanted sales, so that consumers understand consumption and will Promote it to make a purchase decision as soon as possible; 2. For products with low attention and high professionalism, it is not enough to provide products or product portfolios. Upgrading to a total solution combining personality space is the only way to meet the demands of market consumption. right way. These two new marketing initiatives will comprehensively improve the purchase quality and purchase success rate from the fundamental contributing factors of furniture consumption.
In this context, Shangpin Zhaibei launched a new home online shopping marketing model "overall home direct sales" into the market vision, the new home network platform does not sell a single furniture product, here sells products, the owner's room type and the designer's creative combination of owners Living space, and display this kind of living space on the network platform through the way of virtual reality, this is the implanted sales model of "product + space" of Xinju.com.
For more furniture information , go to http://news.gojiaju.com/
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