Marketing: a case study of three furniture fairs in Guangdong

Core tip: today's Chinese furniture has won the world furniture manufacturing and export two throne year after year, which is not without momentum Furniture industry's marketing means are naturally diversified and fashionable In particular, the second consecutive exhibition in Guangzhou, Dongguan, Shenzhen and Foshan every year, not only made a great success at home and abroad, but also brought out new and fast-changing marketing methods, which made people dizzy There is a great potential to avoid the other thirty-five elements in the thirty-six elements Use a short story of Song Dandan, the jargon: that guy, that's pretty awesome! Is that true? Where does the endless marketing methods of furniture industry take the furniture industry Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: now China's furniture has won the world's furniture manufacturing and export two throne year after year, which is not without momentum Furniture industry's marketing means are naturally diversified and fashionable In particular, the second consecutive exhibition in Guangzhou, Dongguan, Shenzhen and Foshan every year, not only made a great success at home and abroad, but also brought out new and fast-changing marketing methods, which made people dizzy There is a great potential to avoid the other thirty-five elements in the thirty-six elements Use a short story of Song Dandan, the jargon: that guy, that's pretty awesome! Is that true? Where does the endless marketing methods of furniture industry take the furniture industry? Or is it a healthy and sustainable development way for the furniture industry? Let's first witness the bustling scene of the furniture fair and see through the numerous marketing methods 1 Guangdong furniture, a domestic manufacturer, is the leading furniture industry in China, but it can also be regarded as exhibition furniture Every year, every exhibition becomes a stage for furniture manufacturers to compete for limited domestic distributors and achieve the ultimate goal of marketing with channels as the king Every year, Guangdong exhibition shows the charm of Guangdong furniture and its pivotal position in China It has been recognized as the wind vane of Chinese furniture by peers at home and abroad From the perspective of marketing, the pavilions in Guangzhou and Shenzhen are large-scale, standard and standard, and there are no buildings around them; while in Dongguan and Foshan, there are mainly one Pavilion, surrounded by many satellite pavilions This provides the possibility for furniture manufacturers to diversify their exhibition and sales methods 1 1 The "smoke of gunpowder" exhibition hall around the exhibition hall is a big stage for manufacturers to compete for limited dealers But these years are no longer limited to exhibition halls Or a few kilometers away from the exhibition hall, or in the streets where the manufacturers are located, in one or two months of the exhibition, there will be "smoke in the sky" The usual methods are: A considering the cost, the streets and alleys around the exhibition hall become the first choice for self promotion of furniture brands In order to grab the attention of passers-by, such ads have started from the first few brands in liaoliao to several kilometers or more B The original intention of the manufacturer base's self entertainment is only to meet the dealers and quasi dealers from afar, so that they can feel at home Now she has expanded her sphere of influence far and wide It is nothing new to monopolize the effective position of the whole village or town On the contrary, if we can't do this, we can't do it at all On the contrary, if we do it, it will become a small family or not strong enough C The expressway is full of fast cars, but the billboard effect boards on both sides of the expressway are not discounted because of a flash, but because of the huge potential of the consumers who can get on the expressway and the visual impact effect, they are favored by the manufacturers of various industries Those furniture brands who have tasted the sweetness are no longer satisfied with listing PK in the months before and after the exhibition As one of the brand marketing methods, most of them have been normalized annually In order to strengthen the effect, a highway has not only set up one brand According to incomplete statistics, about 20% of the billboards in the prominent positions of the airport load Expressway and Guangzhou Shenzhen Expressway have been occupied by furniture enterprises, and almost no one is left near the exhibition hall Not only that, furniture industry supporting industries, such as furniture machinery and equipment enterprises and major raw material enterprises are not willing to be lonely, jumping out from behind the scenes In order to prove their own strength, in order to attract the attention of furniture manufacturers, they unconsciously join in the all-round competition for consumers and furniture manufacturers D The exhibition hall area is limited, the rent is expensive, but the time is limited Each exhibition period is only 3-4 days However, the exhibitors have been busy for several weeks, which is not the labor of product development and transportation The cost of participating in the exhibition is often tens of thousands of yuan, hundreds of thousands of yuan or even millions of yuan To calculate the cost and effect, it's better to open an independent museum near the exhibition hall for a long time through monthly rent It can not only be easy to work at the annual exhibition, but also save a lot of costs, and the effect is quite good This practice originated from pure trade companies without production bases, and now the rich and powerful manufacturers have set up camps around the exhibition hall Chisheng industrial village in Dongguan is the cradle of this kind of personalized longevity hall Taisheng International Group, a furniture giant, has opened a 7000 square meter long-term Museum E This method is different from the mobile advertising of bus body Furniture manufacturers began to just pack their own transport customers' bodies, and casually write: VIP transport vehicles of a certain company, etc., so that dealers can find themselves in the vast flow of people Unfortunately, there are so many cars near the furniture exhibition hall that traffic jams become a common occurrence No matter how big you are, how many distributors you send, and how anxious the consumers are, you have to wait quietly Looking around from front to back is the boring choice of helpless eyeballs: either for a good advertisement word, or for a grand package of car body, which has fallen into the hidden trap of some manufacturers They just don't have the money to participate, or that's what they think of as free participation If you look at it at the fair, that's enough F How difficult is it to capture the hearts of dealers and quasi dealers?! It's impossible to think about creative advertisements or things that can fully tap their inner needs to make everything possible! There is such an advertisement near the Dongguan Pavilion: lie down and make money No matter whether it's true or not, it's enough for you to be hurried or hesitant? Another example: in recent years, the demand for furniture personalization has become more and more high, but furniture enterprises have been crying for it Because the larger the furniture companies, the more they need to produce in batches, in order to give full play to the advantages of their mechanized operation, so as to produce scale benefits Their way of doing it is to "bear the pain and cut off the love" and be poor in coping with it This makes the dealers dissatisfied Therefore, some new small manufacturers have raised the banner of "customized products" and vividly interpreted "what is survival of the fittest?" "What is a market?" It's a modern play G With the increasing economic strength and competition in furniture industry, any eye-catching method is worth trying Ideas with unique vision or at any cost are constantly boldly developed, and constantly updated and upgraded The advertisement pattern on the ground plays almost, then starts to aim at the vast sky It's a bit whimsical to get a helicopter or a motorboat, but someone did However, considering the limitations of the space of the exhibition hall and the high cost of operating such equipment, this marketing method has to show its glory occasionally 1 2 3 4 5 next page for different enterprises and regions to discuss the business model of coating industry business management and development of small and medium-sized customers Brands and stores become two major concerns of jade paint dealers in 2017! 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