I don't know if we have found a very interesting phenomenon: the previous mobile phone was durable and it was absolutely "big". Generally speaking, it will not be easily replaced after not using it for a few years.
Today? Many people change a few mobile phones a year. From the point of view of brand marketing, the product update is faster, the design is cooler and more fashionable, the function is more and more powerful, and the technology is replaced more frequently.
The change can be much more than that!
At the same time, we should also see that brand manufacturers have a huge impact on consumers' consumption awareness.
In the new product development, new materials and new technology applications, advertising communication, event experience, news public relations and other marketing and brand building, especially fast brand forging, tell consumers to influence consumers: mobile phones are popular products, are consumables It is an outdated view of fast-moving consumer goods, not durable goods.
The mobile phone industry is already the case. Is it possible for the furniture industry to sell furniture products like fast-moving consumer goods?
On a global scale, American family mattresses are usually replaced once every 3-4 years, and every year they change their family jewelry once. In contrast, in China, mattresses are generally not changed for less than 5-10 years, unless they are not used. Here are the conceptual problems that our people have always developed, but we should see whether the furniture companies that are the owners of furniture really understand the needs of consumers? Are there any real innovations in our business?
Moreover, the most important thing is whether we are concerned about being in a certain category (such as Wang Laoji's long-term focus on anti-fire drinks), and continue to be stronger or even bigger?
If we can continue to innovate in the following aspects, even if it is a small innovation, as long as we can persevere, we will have the opportunity to turn furniture products into “fast-moving productsâ€, which is also an important breakthrough direction for our Chinese furniture brands.
Breakthrough 1: Guide consumer awareness
What we often see in the furniture industry is that many furniture manufacturers have promised to guarantee for 25 years, 30 years or even longer. The wishful thinking hopes to attract consumers in terms of durability. Think about a mattress that has been used for 30 years. How many bacteria are there? I am afraid after thinking about it. In this case, the marketing ideas of these enterprises should also be changed. From the perspective of being responsible for the health of consumers, they should also be advised to replace the mattress after 3-5 years, so that it is more scientific and healthier. ? From a marketing point of view, it should be changed!
The brand of China's bird's nest chain, the first brand of China's bird's nest chain, is the brand marketing strategy that we and the company have achieved. Under the premise of ensuring quality and value, we break the rules and sell bird's nest as milk! The way of thinking determines the way out, and the leading consumer has also led the franchisees. In the past three years, the number of franchise stores in Yan House has grown from dozens to more than 300.
Consumers' awareness of furniture consumption, manufacturers must not only follow the consumers, but more often need manufacturers, especially powerful brand manufacturers, to guide consumption in the direction of rational, healthy and sustainable development, this is the entire furniture industry to do Strong and big big strategy.
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