In recent years, with the booming development of China's real estate industry. The market in the home industry is also showing a thriving scene. Increasingly large industry “cakes†exude an increasingly attractive “profit†scent, and many entrepreneurs and investors are beginning to enter the industry. Increasingly emerging companies and constantly emerging brands are springing up as quickly as they occupy their own territory. What followed was the increasingly fierce market competition. However, the short history of the development of China's home furnishing industry has led to disorderly chaos in the competitive atmosphere of the industry. It is not appropriate to describe the status quo with "demanding tyranny over the tiger", but the cruelty of the industry that "competition is fiercer than the tiger" is not exaggerated.
Similarly, from the perspective of industry development, the development of any industry will follow a process from the preparatory period, the introduction period to the development period, and then to the maturity period. Although Chinese homes existed thousands of years ago when humans began to operate. However, the time it really regulates to become an industry and industry is only a short period of more than two decades. This development for more than 20 years is the stage of the transition from the introduction period to the development period of Chinese households. People familiar with the industry should understand that in the transition period from the introduction period to the development period in an industry, the development of industrial products has become mature, and the phenomenon of homogenization has become particularly serious, and the differentiation of product quality has gradually disappeared.
Under such an industry situation where competition is day-to-day and product homogeneity is serious, it is not difficult to see a problem, that is, the market sales of the entire industry brand become more and more difficult. How to impress the hearts of consumers, many businesses racked their brains and made various marketing methods, but the results were minimal. Every time the industry is in the off-season and festival time, the promotions of the merchants are even more varied, and various discounts are emerging one after another, but they still cannot change the cursing of the weak sales.
Culture is the recipe for home brands to get out of the trap
To a certain extent, enterprises and entrepreneurs are trying to explore a path of differentiated development in the original marketing strategy, but the maturity of product technology makes this difference in the short-term is difficult to achieve, so let us have to Thinking about such a problem, in addition to the product's functional requirements for consumers, is there a deep difference in consumer demand? Our experience from other mature industries is not difficult to see, people love the BMW car and favor the LV bag. Its most direct influence comes from the attraction of culture. Consumers' demand for household products is no longer focused solely on the product itself, but on the lifestyle and life propositions conveyed by the product. Is it fashion? Is it simple? Is it elegant? Or noble? They want their choices to show their own personal taste and value pursuit.
Therefore, all of this must be injected with cultural elements. In the final analysis, spiritual appeals are the presentation of cultural literacy. The current home industry and individual home brands, only from the cultural design of products, from the cultural deployment of marketing strategies, from cultural construction brand personality, from culture to human services to get out of the competition era of product homogenization dilemma and weak marketing model territory.
Cultural marketing creates the future of the home industry
For an industry with entities, selling products is the ultimate concern. All enterprise construction and brand building based on culture as the carrier will eventually be transformed into a “waiter†for sales. At this point, when the cultural assembly number of the home industry blew, the new cultural marketing model will surely stand out. Compared with other mature industries, cultural marketing has become commonplace, but for the Chinese home in transition, the promotion and application of cultural marketing models is obviously not enough.
From the marketing point of view, its application methods are diverse. Such as industry public relations, event marketing, event marketing, online marketing, etc., can achieve marketing purposes. In the actual operation of cultural marketing, these means are naturally indispensable. However, it is armed with "culture."
In 2010, in the face of the huge business opportunities brought by the Expo, many home brands are just around the corner. For an international event gathering political, scientific, cultural, and economic fields, any small ideas and activities are stretched out in front of the Expo. However, the use of the Expo platform has laid a good image for the company, and it is a rare opportunity to win the reputation and reputation. The marketing strategy of “public relations first, advertising second†once again revealed its skills. IKEA sponsored the construction of the Swiss Expo Pavilion. Nippon Paint sponsored the construction of the Expo Performing Arts Center. The “Million Smiles, Welcome to the World Expo†event before the Expo, and Dinoya Home held during the Expo. The new product launch conference, this series of different forms of industry public relations and event marketing, not only makes the company famous, the sales soared, let the industry colleagues witness the power of culture.
In addition, the marketing of public relations activities in which home brands use sports culture as a carrier has also achieved the same effect. For example, Qumei Home's spikes and 10,000 people bargaining activities during the World Cup, Dongguan Guangrun Home's sponsorship public relations for the Guangzhou Asian Games are the pioneers in the case of home culture marketing. Although the combination of home and sports culture has yet to be explored and improved, sports culture marketing also provides a development direction for promoting the sales of home brands.
However, the operation of culture in the home industry is not limited to sports culture and Expo culture. There are also many expressions in entertainment culture, Yi learning culture, sleep culture, and health culture. Such as the emergence of brand image spokesperson, let many brands and entertainment stars hand in hand, European style Jiang Wenli, Piano's Chen Baoguo, Sophia's Shu Qi, Kayya's Jiang Qinqin and Chen Jianbin, etc., many brands are innumerable. In the Yi Xue culture, Dong Yi Ri Sheng held a series of easy-to-learn feng shui lectures, combining home and Feng Shui, allowing consumers to enjoy a home culture dinner with the upper hand. In addition, there is Musi's imaginative European sleep culture tour, Yaluisi's health culture brand, and the “Golden Index†marketing held by Jinpai Sanitary Ware. This series of examples allows us to clearly see the culture in the home brand. The use of the medium has been diversified. Moreover, with the continuous development of the home furnishing industry, the spring of home culture is inevitable.
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