Before the popularization of industrial design, craftsmanship was just a skill to maintain personal survival. With the development of the industrial age, various products have been standardized, and a large number of homogenized products have flooded the market. As a result, we began to miss the handmade products because it carries a unique personality that industrial products do not have. Today, craftsmanship has become an indispensable label for luxury goods.
For thousands of years, all the classic heritage of art, all handmade works. The craftsmanship passed down from generation to generation in China has made the beauty of classical furniture handed down. In the old China, mahogany furniture was handmade. Its precious materials and complicated craftsmanship made mahogany a symbol of the noble status and status of the palace aristocrats.
According to statistics, the number of Chinese rich people is the second in the world. Such a huge wealthy group, the biggest market potential is undoubtedly high-end custom furniture. At present, the domestic high-end custom furniture market is almost completely monopolized by international brands. This is undoubtedly an irony for China, the most furniture manufacturer in the world, but it hides a huge business opportunity. If the domestic furniture enterprises can stand on their own and become famous in the top-grade high-end custom furniture market, they will surely win the position of the leader of the Chinese home furnishing market.
So, what are the conditions for success?
The first must have a top designer.
The so-called high-end customization: tailor-made, customer-centric, focusing on the designer's service, emphasizing exclusive and personalized. Therefore, design is the soul of high-end custom furniture. Only those who have the ability to connect things and extraordinary talents have the capital to compete in the high-end custom furniture market.
The so-called designer: is a general term for people who design things. It is usually the work of creating or providing creativity in a particular area of ​​specialization, the person who is engaged in art and business. These people usually use painting or other various forms of visual communication to express their work or work. The most important points of the top designers:
1. Creativity, rich imagination, innovative ability and forward-looking are indispensable. They can adapt to each other, and they are not easily interfered by psychological constraints such as functional fixation. Therefore, they can create extraordinary ideas, propose new ideas, and have things for things. Unusual unique insights.
2, coordination and communication skills, this involves the scope of management, but because the design has a decisive guiding role for the entire product image, technology and production, so good coordination and communication can ensure the efficiency and effectiveness of the design. This is an additional requirement for modern designers.
3, market awareness, design must be considered for production (cost) and market (customer's taste, cultural background, environmental climate, etc.). The design that leaves the market will certainly not sell well, and the designer will not be better.
Second, you must have your own brand.
To compete for a high-end customized market, you must position your brand as the most luxurious and top-end from the beginning. This requires starting from the beginning of the brand promotion operation, and developing a series of mature operating programs suitable for the high-end market, thus creating a luxury brand belonging to the nation.
Brand is what, brand: is a kind of evaluation and cognition of a company and its products, after-sales service, cultural value, is a kind of trust. Brand is a manifestation and representative of the comprehensive quality of goods. When people think of a certain brand, they always associate with fashion, culture and value. When creating a brand, the company constantly creates fashion and cultivates culture. We will become stronger and bigger, and continue to shift from low value-added to high value-added upgrades to a high-level transformation of product development advantages, product quality advantages, and cultural innovation advantages. When the brand culture is recognized and accepted by the market, the brand generates its market value.
As far as companies are concerned, the core competitiveness of a company is both product and brand. In general, companies generally attach great importance to the quality of products, and improve the competitiveness of products in terms of product quality, price, and cost. However, for the understanding of brand marketing, some companies often do not realize the importance of the brand, and believe that as long as the product is good. However, if enterprises want to get better development and enter the big market, they must face a lot of competition from good products in the same industry. If the development of the company does not have strong support from the brand, it is difficult to break through the development bottleneck. Therefore, good products are the basis of enterprise competitiveness, but only the foundation is not enough. It is also necessary to use brand marketing methods to stimulate the value of products. In the current product market, without a brand, there is no competitiveness, and without competitiveness, it cannot stand in the market. Brand has become the main source and survival basis of corporate profits, and is the source of power for market innovation. The consumer's impression of the corporate brand stems from its understanding and feeling of the brand value. Through product promotion and sales, the company makes the brand impression deeply rooted in the customer's mind, thus achieving the purpose of guiding demand and promoting consumption. Therefore, if enterprises want to develop, they must establish brand awareness.
In the business process of the company, the brand is the embodiment of the soul. Today, brand building has gradually become an important intangible force to promote the development of enterprises. A company owns a brand that not only proves its economic strength and market position, but also reflects its sustainable development. Therefore, brand building plays a decisive role in the development of the company. Only having its own brand assets will make the company invincible among many competitors.
Third, you must have first-class service.
For the high-end market, exaggerating that products are secondary, service is the most important. In order to grab customers from world-class custom furniture companies, in addition to excellent design and recognized popularity, it is absolutely necessary to have customers who are impeccable and able to feel the supreme level. It is very important for team composition.
First, customize the team configuration issues.
Compared with the finished product, the “customized†project lacks the on-site presentation of the product, so it is more necessary for the store-related personnel to communicate with the consumer peer-to-peer, the person-to-person corresponding service, the order-to-single-sales consistency tracking; at the same time, guiding and persuading The skills of consumers should be transformed into “home improvement consultantsâ€, which are objective, rigorous and professional, and convince customers. Secondly, because the sales links of high-end customized furniture and finished furniture are different, the customization is more advanced, so it is also needed. Channel development personnel go to all aspects of building materials to cross-industry to drain consumers to the storefront, can not sit in the store. Therefore, each store must be equipped with two shopping guides, two designers and one business person for the customized project.
Second, store sales training issues.
First of all, we must unify our thinking. Most finished dealers don't pay enough attention to custom furniture, and sales are not active enough. Habitually natural, the shopping guide will first bring the guests to the finished furniture area. Secondly, the store sales staff did not know enough about the custom furniture, the shopping guide lacked confidence, and even feared. At present, the sales method of store guides is basically the sales method of finished furniture, including customer greeting language, guiding language, product introduction (sheet material, hardware components, functional combination, style matching), basically do not know why customers need customization, custom What are the benefits for the customer, and it is not easy to come to a customer result at the end of the guide to go with the next step or guide the customer to finally choose the finished product. In this regard, it is necessary to strengthen training and unify thinking. In fact, the profit of customization is much higher than the finished product. Selling a set of customized furniture to customers who have customized intentions, not only has a considerable profit, but also may have a good impression because they meet the needs of customers, resulting in other furniture being purchased at the Pearl Watch store, greatly increasing the number of customers and effectively retaining them. The customer.
Second, emphasize teamwork. The guide must be tacit cooperation with the designer. Unlike finished furniture, the sale of high-end custom furniture is a very professional and technical job, because custom furniture can not show the actual effect like finished furniture, must help consumers to complete the imagination from raw materials to effects, so we must strengthen the guide Active marketing awareness of custom furniture and custom furniture industry knowledge, product knowledge, and decoration knowledge training.
In the initial stage, when the guides and store designers are relatively lack of systematic professional training, it is more important to emphasize the awareness and ability of teamwork. Therefore, in the initial training, the first is to strengthen the relevant basic knowledge training. Second, through repeated drills, strengthen the tacit understanding between shopping guides and designers, change the image of “promotion†in the past, and lay down the professional brand of “design†to give customers the image of “customer consultantâ€.
To do the above three points, the “third pole†market of high-end customized art furniture will be “springâ€.
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