Happy running around: Fall in love with another wonderful world

Obviously, the use of emotional marketing, the emphasis on content marketing, especially for consumers, let the "left and right sofas run happily", so that the brand strategy of the sofa around 2015, compared with the ground marketing of other home industries, shows A new color that comes out of iteration.

Open "Consumer Black Box"

Brand strategy is very different

The seemingly simple marketing ideas are not everyone can think of, and they are even more difficult for everyone. The reason is whether they know enough about consumers. What is frustrating is that marketing has used the “black box of consumers” to describe the psychology of consumers. It is a system that is difficult to open and cannot directly observe the internal state from the outside. Especially in recent years, network technology has given consumers more rights. When consumers can easily obtain comprehensive information, the barriers to corporate protection formed by the unequal information have disappeared, and they are more difficult to move to the enterprise than in the past. Strong and enduring a single commodity.

China's FMCG, mobile phone and automobile industries are closer to consumers, and they feel earlier and experience more deeply. Therefore, marketing strategies and brand planning are more targeted, practical and more systematic. .

On the other hand, in the home furnishing industry, fortunately, China’s urbanization construction and the rapid development of real estate upstream enterprises have gained nearly 20 years of dividends, but unfortunately the supply is less than demand, the competition is not sufficient, and the transnational and inter-bank enterprises (capital) have not entered the market. At the same time, the industry environment is similar to the safe haven, but also lacks the classic brands such as Procter & Gamble, the subliminal brands such as Apple and the subversive brands such as Tesla to promote the industry as a squid, which leads to the entire industry. The performance in brand building has lagged behind the fast-moving consumer goods, mobile phone and automotive industries for many years, and has been stuck in the industry and has not been familiar to the public. Obviously, who will break through the shackles of the industry and become a real mass brand will seize the opportunity of the home industry. To this end, the head of the left and right sofa brands said in a word: "The left and right sofa brand planning should be the same brand as the fast-moving consumer goods industry, the mobile phone industry and the automobile industry."

It is worth mentioning that for today's home industry, there are signs that it seems that the "worst era" has arrived:

First, the total market growth is slow. In the first half of this year, the output value of the home improvement market fell by 5.8% year-on-year, especially in May and June, and the rate of decline is still accelerating. In the second quarter of this year, China’s GDP increased by 7%. Although higher than expected, it has already bid farewell to the high-speed growth stage of 8%, 9% or even double digits. The Chinese economy has entered a new normal, and it can be foreseen for the next 2-3 years. There will be no more explosive growth in total sales in China's home furnishing market, and it may be better to just slow growth.

Second, the competition between new and old enterprises has intensified. In the first half of this year, the average growth rate of leading enterprises above designated size was over 10%, while that of medium-sized traditional enterprises showed negative growth; on the contrary, the new home furnishing enterprises showed rapid and even super-fast growth. From this point of view, in the situation that the total share of the home market has not increased significantly, young consumers are gradually being intercepted by some new types of enterprises, and the market share of traditional enterprises is gradually being plundered, and this kind of predatory competition will come. The more intense it is.

However, the "best times" also arrived at the same time: on the one hand, the full competition has just begun to break the original order, giving enterprises general pressure and motivation; on the other hand, there is no large capital to crush the whole industry, giving enterprises correction and development. The timing. It is precisely this grasp of this trend, Huang Huakun, the chairman of the left and right sofas, spoke in a public speech: "I believe that branding of enterprises is one of the important ways to cope with market environment changes and competition of new types of enterprises. To this end, we have sorted out A road to brand development, which is moving in the direction from product to customer, customer to humanity."