According to statistics, in the three years from 2009 to 2011, the average wage of workers in the Guangdong furniture industry rose from 1600 yuan to more than 3,000 yuan per month, and the salary of technicians rose from 4,000 yuan to nearly 10,000 yuan per month. Since the beginning of last year, global timber resources have become scarce, and the price of imported timber has continued to rise. The import of timber from North America has increased by at least 30%. Affected by the intensified debt crisis in Europe and the United States, the profits of furniture OEMs are still declining sharply. The net profit margin of many companies has fallen below 3%, and the loss-making enterprises are also increasing.
Affected by the overall situation, some furniture companies have fallen into policies, funds, market traps due to blind tossing, such as non-related diversified investment, enclosure sports, and listing of new brands. "" And "wait and see" has become a common business theme for home companies this year. Under the guidance of this theme, how to continue to desperately expand the store to make quick money has become the overwhelming focus of many furniture companies. However, how to innovate marketing ideas to prevent the dealers from being used as cash machines, like the “monkeys breaking corn cobs, throwing each one off†in the past, regardless of the follow-up service? The market is no longer as loose and tolerant as it used to be, and it is too opportunistic for many current dealers who are at risk. It must end up "moving stones and smashing their feet."
Rao Runping believes that marketing actually includes two levels, namely, marketing in the physical sense and marketing in the human sense. Correspondingly, there are also two dimensions to measure marketing performance, namely the market share of products and the popular share of brands. However, many companies usually only put the market share of the product in the center, not the popular share, and focus on the market in the product market, rather than the popular market, resulting in a lack of tension, elasticity, scalability and endurance of the brand. , Resulting in undesirable consequences such as difficult product launch, low pressure resistance, small expansion force, and short life cycle. Typical like Da Vinci, although the physical market share of its products is doing well, but its connection with consumers is only a halo effect, lacking real support from the people, once it encounters media strategic Attack, the market suddenly became gullah, and lost all.
This is a typical manifestation of the dualistic thinking of rigidity in the West in the modern times. The rigid dualistic thinking often puts people and things, people and nature against each other, and treats consumers and distributors as rushed "customers" rather than comprehensive people; treats products as a hammer "Commodities" rather than "comprehensive services" used to meet human needs. Rao Runping believes that if this extreme marketing situation is not changed in time, the future prospects of the furniture industry will become very bleak.
"People-oriented" and "integration of man and nature" have always been the essence of Chinese traditional culture. When Western rationality encounters this essence, it will inevitably make the marketing culture originated from the Western cultural system out of the rational trap. Let marketing become more humanized and return to the great civilization of the unity of man and nature. Rao Runping believes that furniture companies should use this idea as a guide to put the goals of product marketing and brand marketing on people's hearts, not just products, and shift the focus of marketing work from analyzing products to analyzing people's ideas Motivation and emotion emphasize that it is necessary to occupy both the market share of products and the market share of the people.
Of course, the furniture industry is still in the early stages of development. At this stage, compared with the popular market share, the product market share has grown relatively faster. This is a temporary and adaptable strategy in response to the market environment with Chinese characteristics. With the gradual stability and maturity of the furniture market development, especially in the context of the current macroeconomic environment, the general downturn in the market environment, and the conservative operation of furniture companies, if furniture companies can stand alone, they are unique in the brand ’s Make more strategic resource tilts on the "share" to adapt to the development speed of product share and the increasing service needs of dealers, and it will definitely be able to run faster and better than other companies.
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