Long Teng Ruiqi, Yan Dance Spring Breeze, Spring Festival is late. The economic cold boom that lasted for nearly a year did not dilute the strong annual atmosphere of China's biggest traditional festival.
However, the festive atmosphere of the surface can not conceal the increasingly serious situation of the furniture industry: data statistics, the average wage of workers in the Guangdong furniture industry rose from 1600 yuan to more than 3,000 yuan per month in the three years from 2009 to 2011. It is climbing 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 been rising. The timber imported 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 foundry companies are still falling sharply. Many companies' net interest rates have already dropped below 3%, and the number of loss-making enterprises is increasing. Since the beginning of the new year, the domestic furniture stock price has generally weakened. The share prices of Meike, Sophia, Shengda Forestry, Del Home and Yihua Wood have fallen sharply.
Affected by the overall situation, coupled with the fact that some furniture companies have fallen into the policy, capital, and market traps due to blind tossing such as non-related diversified investments, enclosure movements, and listing new brands, furniture companies have generally lowered their expectations for 2012. "Throttle", "life-saving", "maintenance" and "wait and see" have become the common business theme of this year. Under the guidance of this theme, how to continue to desperately expand the store to catch fast money has become the overwhelming focus of many furniture companies. However, how to innovate marketing ideas to prevent the likes of “monkeys licking corn cobs and throwing ones†in the past, just use the dealer as a cash machine, and then take the ass and leave, regardless of the follow-up service? The market is no longer as loose and so high-tolerant as it used to be. It is too opportunistic for many dealers who are at risk today. In the end, it must be “moving their own feetâ€.
Rao Runping believes that marketing actually includes two levels, namely, marketing in the physical sense and marketing in the human sense. Correspondingly, there are two dimensions to measuring the performance of marketing, namely the market share of the product and the share of the brand. However, many companies usually focus on the market share of products rather than the share of the people, putting the focus on the market on the product market, rather than on the market, causing the brand to lack tension, elasticity, scalability and endurance. , resulting in difficult product launch, low pressure resistance, small expansion and short life cycle and other adverse consequences. Typical, such as Da Vinci, the physical market share of its products has been flourishing, but its connection with consumers is only a halo effect, lacking real support, once it encounters media strategic Attack, the market suddenly smashed the ancients, and fell short.
This is a typical manifestation of the mapping of dualistic thinking in the modern West to marketing. The rigid dualistic thinking often confronts people and things, people and nature, and regards consumers and dealers as "customers" who rush through, rather than comprehensive people; Goods, not “comprehensive services†that meet the needs of people. Rao Runping believes that if the current situation of extreme marketing is not changed in time, the future prospects of the furniture industry will become very bleak.
"People-oriented" and "Heaven and Man are one" have always been the essence of Chinese traditional culture. When Western rationality encounters this quintessence, it will inevitably lead to the marketing culture originating from the Western cultural system surpassing the rational bail-out. Let marketing become more humane and return to the great civilization of harmony between man and nature. Rao Runping believes that furniture companies should take this kind of thinking as the guide, and put the goal of product marketing and brand marketing on the people's minds, not just products, and shift the focus of marketing work from analyzing products to analyzing people's thoughts. Motivation and emotions emphasize the need to occupy the market share of products and to occupy 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 market share of the people, the market share of the products has increased relatively faster. This is a temporary and flexible strategy in response to the market environment with Chinese characteristics. With the gradual stability and maturity of the development of the furniture market, especially in the context of the current macroeconomic environment, the general market downturn, and the conservative management of furniture enterprises, if furniture companies can stand alone, they are different in the brand's heart. "Shares" to make more strategic resources to adapt to the development speed of product share, and to match the increasing service demand of dealers, it will certainly be faster and better than other companies.
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