How to do brand marketing in the new retail home business?

There is a saying that "the channel has the world", which also illustrates the importance of marketing. Channels and traffic have become a fierce battlefield for many companies to fight and kill.

Different from everyday consumer goods, for the home furnishing industry, people's demand for their products is not so large, and the price is relatively high. Therefore, the frequency of purchase is relatively low, and the product types generally tend to be homogenized, so many companies put Competition focuses on marketing.

Distributing traffic channels, traditional marketing methods are losing utility

I believe that many people will have this experience. In the past, as long as you went to the home brand store on your holiday or some special day, you will often encounter various promotions. The whole store is also crowded with people. Everyone is doing their best to bomb the brand of consumers. The survival rule of the home industry is "do not promote sales, traffic is king."

With the development of the Internet industry, people's dependence on the network has gradually increased. Many people are on the Internet every day, or they don't let go with their mobile phones. The traditional marketing methods have gradually lost people's attention. Losing the original utility, the cost of the enterprise is getting higher and higher, but the effect of traffic conversion is less and less ideal. Nowadays, consumption upgrades and channel sinking have become the mainstream trends in various industries, and various marketing methods have emerged one after another.

Under the new retail trend of the industry, the new marketing method has become an important breakthrough in the home industry.

In the current home industry, companies want to do a good job in brand marketing, they must actively cater to the development trend of the industry, actively embrace new retail, and seek new ways to play corporate brand marketing. We must not only adjust the strategic layout of the company, but also keep the products in constant innovation, replace the product concept in a timely manner, and change the traditional promotion methods and ways.

1. Accurate targeted marketing to enhance consumer experience

Traditional marketing methods such as holiday promotion, new stores, anniversary and other celebrations, signing and selling shops have long been suitable for the new retail industry. Under the new retail trend, home furnishing companies need to weaken traditional oppressive marketing with big data. Such technology empowers marketing scenarios to select precise customers, targeted marketing, and gain their favor by improving consumer experience and socializing.

For example, home furnishing companies can integrate with other entertainment and catering outlets in many offline stores to create a brand image that is technical, fashionable and experiential, attracting consumers' attention and making them happy to experience and share. Even card punching and sharing on social platforms, so that consumers involuntarily give the brand a free spread. And such a marketing method can gather a part of users in the same layer.

2. Short video, small programs, etc. from media platform content marketing

In addition to improving marketing methods, enterprises are more important to choose more effective marketing channels. At present, there are many Internet marketing platforms and marketing channels are rich and diverse. For example, based on WeChat traffic, public number, circle of friends, small programs, multiple live broadcast platforms, community group purchases and other modes.

For example, in the current video of short video marketing, the home platform can display some customer's decoration cases in a short video format, drying up the home scenes of the company, and sending some tips for home decoration, etc., it is often easier to attract Concerns about the needs of consumers. In turn, the online traffic is attracted to the offline stores, and the sales concept of combining new online and offline is realized through follow-up.

Although corporate marketing is important, it is the most basic for the home brand, and the most important thing is the quality of the product. Intimate service, and a better user experience, marketing can be used as a icing on the cake. Only when products and services are completed, and with effective marketing activities, companies can develop longer.