Move the domestic market to tighten the home hardware industry where the market?

In the past two years, the home market has been constrained by the turbulent adjustment of the upstream housing market. On the one hand, it is looking forward to spring on the one hand and actively heating on the other. The hard work of 'development' in the industry looks somewhat weak, but the soft measures of 'marketing' have come somewhat stronger. In particular, in the last two years in which the home furnishing industry has been turmoiled, we have seen various marketing initiatives in the domestic market.

Mature brands that have market opportunities will actively pluck new markets, and more developing companies will aim at the spread of terminal marketing channels at the new starting point and have a rich product category with breakthrough capabilities. In the new decade when the new round of policy strides, what new marketing strategies will be introduced?

In order to foresee the marketing tactics of Chaochao’s increasingly attractive eyes, we can predict that in the new round of tightening of the policy market, the direction of active home market competition for households is roughly as follows:

The retail market tightens the joint promotion of industrial cooperation

After sharing the homeopathic growth brought about by the golden development period in the upper reaches of the real estate market, the home improvement and building materials industries have also responded to the tightening of the domestic retail market, which has been affected by real estate regulation and changes in the international financial environment. Many home-owners are suffering from a colder winter than they expected. In the face of rising capacity and falling sales, Baotuan’s winter and industry alliances have become a common phenomenon in the entire household industry. As far as marketing is concerned, home furnishing suppliers strengthen cooperation with the decoration companies on the one hand and hand in hand with the upstream real estate developers on the other. They actively strive for the status of hardcover finished apartment suppliers and make up for the wilful retail share with public order orders. In addition, the joint promotion has also earned the eye of consumers.

Product homogeneity severe scale expansion volume breakout

Each product is very similar, so what kind of color is used to build it? It becomes the hand of some home companies. Volume breakout is not a single expansion of the scale of the dealer or the company's strength, but also a kind of 'large home' trend in which dealers or companies jointly market in the industry market.

This is reflected in three aspects: one is the comprehensive coverage of product specifications, from larger to smaller, from high-end to the public, different colors and styles, to meet different home design needs. One is the expansion of product categories. With the contextualized display of all aspects of home life design, no matter whether it is a store or a franchise store, it is advancing the one-stop consumption mode that this view can be purchased. At the same time, the perfect sales terminal laying, to provide consumers with convenient procurement and after-sale maintenance network system is also a requirement for marketing volume.

In the face of these demands, a single supply channel is difficult to meet. Therefore, the distributors chose to integrate related brands and products, and promoted joint marketing among manufacturers. They became the builders of the common benefit platform among different home companies.

Follow up the price to make profits and gain the battle to buy online sales platform

In the final analysis, price advantage is the dividend that consumers can directly benefit from. Taking 2010 as an example, the marketing campaigns for various brands of various domestic brands are even more violent than in previous years. Compared with before, some of the dealers are sincere about the price concessions they are now making, not based on profit considerations, but on market branding and customer relationship development. In the future, in the face of a mature awareness of brand consumption, the promotion of new products and new technologies will also join the ranks of price promotions.

In addition to the price, the new marketing channel structure is also a topic for home companies to seize the future market. Relevant distributors stated that they hope to have more good channels and platforms to help dealers extend their marketing tentacles to the basic market segments, and to promote more detailed and targeted marketing strategies.

As an emerging consumption model, group purchase and online shopping will occupy an increasing proportion in the future market. The cooperation with media information channels, the establishment of an online sales platform, e-commerce and related logistics support are the topics that need to be discussed together in the recent development of the industry.