How to develop traditional furniture brands?

From the traditional era of commodity economy, which mainly focuses on processing, manufacturing and sales, to the era of rapid development of Internet e-commerce, and then to the evolution of mobile e-commerce and micro-distribution in commercial times.

In just over ten years, earth-shaking changes have taken place, and more and more new e-commerce has completely changed the life of traditional enterprises/industries. Then the iterative upgrade of mobile e-commerce and national micro-distribution ignited the traditional e-commerce, which was really like a magnificent and ups and downs new business drama.

Behind these phenomena, it actually reflects the positive development of social economy and technological revolution. The waves behind the Yangtze River push the waves ahead, and each generation is stronger than the next. This is the afterlife.

Entering the current commercial economic model of sharing and distribution by the whole people will also eliminate some backward business thinking and management methods.

Nowadays, the new business model has pushed back the traditional industries, making them pay more attention to their own products and services, and correspondingly greatly improving the user experience. The new development model has given birth to more possibilities, such as new retail, community e-commerce, live broadcast, new media and so on.

The new model strengthens the transmission of this modern commercial economy from personalization and customization to supply direction. Nowadays, in the business environment of consumption upgrading and evolution, enterprises and businesses must update their business thinking and management concepts in order to quickly adapt to the ever-changing consumer market and consumer groups.

Take the traditional furniture industry mentioned in this chapter as an example, which belongs to a typical industrial chain dominated by processing, manufacturing and sales. Traditional commercial times relies on demographic dividend and high gross profit margin. Even if the operating efficiency and service quality are not as good as they are now, these enterprises have benefited a lot from the loose profit space.

Now, why are these traditional furniture enterprises/merchants now stagnant after experiencing the baptism of traditional e-commerce, mobile e-commerce, micro-distribution and consumer market changes?

First of all, what are the reasons for the lack of stamina in the development of traditional furniture industry?

1, adhere to the old profit model, do not cultivate and do not want to give up the development model that was originally thought to be more stable, so that it is stuck now;

2. Business thinking can't be purified and updated in time, and it can't adapt to and meet the rapidly developing new business environment and user needs;

3. The new business development direction and insight are not timely and accurate, and it is impossible to tap and obtain new profit growth points in the existing fierce market competition;

4. Market changes and consumption changes cannot be captured in time, resulting in weak development in the later period;

5. Lack of new marketing methods and games (such as new media, webcasting, content marketing, etc.). ), as well as the inability to maintain timely and effective interaction with existing major consumer groups (especially after 8090);

6. The management of the company lacks a new hematopoietic system and fails to obtain fresh blood in time. The old management and operation methods are derailed from the current market and consumption nodes.

The factors listed above may be just one of the reasons why the traditional furniture industry failed to achieve new development. The real core factor stems from the ignorance and incomprehension of consumer market insight and changes in consumer groups.

In addition, there are 10~20 traditional enterprises, in which the management belongs to some old-timers, who are old-fashioned and dare not take risks, which directly leads to the result of being finally photographed on the beach by the waves.

1. What is the business logic of the development of traditional furniture industry?

2. What is the business logic today?

From the above two different business logics, we can see that today's e-commerce business model greatly reduces the purchase cost and time cost of consumers, and correspondingly reduces the marketing cost of enterprises, which directly leads to the inevitable result of the development of traditional furniture industry.

Today, the development of traditional e-commerce has promoted the wave of new business development, but also dealt a heavy blow to those traditional enterprises/businesses that are not enterprising and stagnant. The realistic law of business evolution is: you can't lead the market and consumers, you will be led by others, and even the revolution is only a matter of minutes.

Then, in the post-e-commerce era, how should the traditional furniture industry fight back on the spot and achieve a beautiful turnaround?

1. Streamline categories and optimize product structure:

Looking at domestic and foreign furniture enterprises or big brands, such as Gujia Furniture, Huang Chao Furniture, IKEA and many other well-known home brands, they have formed their own brand competitive advantages by focusing on asset operation and combining the upstream and downstream industrial chain system.

However, due to the rising labor costs, raw material costs and operating costs. Too many categories can not only reflect the core competitiveness of enterprises, but also increase the choice cost of users, greatly reduce the marketing efficiency of enterprises and compress profit margins.

If your category SKU reaches more than 300+, then the long category will not be able to adapt to his/her (8090 consumer groups) who have always been impatient, thus losing the most favorable opportunity to develop and stick to these consumer groups.

Why? Because now 8090 has been upgraded to the main force to buy furniture, they have their own independent shopping ideas and preferences, no longer aiming at simply meeting the functional needs of products, but pursuing simplicity, quickness and personalization.

Therefore, in order to win more market development space and consumer groups, we must simplify the categories in time, effectively and quickly develop and shape the small and beautiful characteristics of fine furniture.

2, timely adjust the operation strategy, change the new marketing game:

Compared with traditional commercial times, today's consumers have become more savvy and rational. Like the early holiday promotion, the scene was packed and the business of a school was hot.

Nowadays, with the convenience of mobile shopping and the escalation of payment scenarios, people are too lazy to join in the fun. Only by adjusting the new marketing strategy and changing the style of play in time can we win the favor of this wave of consumers.

For example, active topics with strong interactivity are preheated online, and then distribution fission is formed through various social platforms and channels, such as public tweets, H5 scene game interaction, online celebrity live broadcast implantation, content platform construction and so on. Only when these new marketing methods further establish contact with your consumer groups and interact in time can you tear a hole in your marketing activities and produce results.

3. Construct a differentiated brand advantage matrix to realize multi-point blasting;

Suppose your furniture (company) mall has been operating for nearly 10~20 years, and now it has a certain brand reputation and customer precipitation. However, due to the outdated corporate culture or business philosophy, the high-level black-faced culture and cold-faced culture can no longer be integrated with today's consumer groups, and they can't communicate and interact with them in time and effectively. The corresponding first-hand feedback information can't be obtained and discovered quickly, and the marketing channels of the final products can't be expanded quickly, which will severely squeeze the profit space and value return of enterprises.

Change tactics: build a new marketing content system and shape a new culture and language system to communicate with consumers from inside and outside the enterprise. For example, the content value output of new media, brand positioning, crowd segmentation, community building and so on. Only by organically connecting these matrices through a new culture and system can a powerful blasting force be formed.

4, the advantages of product construction, shaping a solid competitive barrier:

The furniture industry is subject to its huge and lengthy industrial chain, and the complicated categories and varieties make the competition between brands in an unequal state, which leads to the small brands being gradually squeezed out of the edge by the big brands, and even unable to survive and choose to close down.

Nowadays, after the baptism of various new business models and markets such as e-commerce, small and beautiful, small and refined post-e-commerce brands have ushered in new development opportunities.

How to change the traditional brand marketing model and create new competitive advantages?

Construct category advantages and build core projects;

Through the data screening and accurate matching of the consumption habits and behavior characteristics of the market and today's consumers, we can quickly create a new brand that meets the current consumption main force. For example, creative furniture, younger personalized customized version, and new fashion furniture that can be placed in a small space in time can further satisfy and satisfy the current young consumer groups.

Several considerations for streamlining categories;

Business principles in the post-e-commerce era;

In the post-e-commerce era, small brands and high-quality products will be the core development path, and consumption upgrading is actually the upgrading process of people's needs, services and experiences.

Only by seizing the opportunity of this new wave of business evolution and changes in consumer demand in time and quickly building competitive differentiated boutique brands can the traditional furniture industry win more main consumers of 8090 and even new forces after 00.

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