In January 2013, American pop singer Lady Gaga, who was popular in the world of fancy clothes, was troubled. His concert tickets in the United States cost only $19, but thousands of tickets are still unsalable. Some netizens said: "A few years ago, I thought that Lady Gaga is very fresh, but she has always taken such a route to win the eyeballs, which made me feel nothing." The global popularity of fashion godmothers has fallen sharply, except for the negative news of their own. The most important reason is that the audience is tired of buying Gaga's exotic clothes and refuses to buy it.

It’s not just Lady Gaga that sells its own natural beauty through the eyeball. In order to promote the products, the companies in the cabinet industry try their best to attract the attention of consumers and promote the sales volume. The driving methods behind all kinds of eye-catching marketing techniques are Is the sales volume of the enterprise still the “nerve” of the enterprise?

The development of domestic and foreign markets is blocked

Against the background of the financial crisis, the global economic recovery process has been slow, and global trade disputes have increased. China's cabinet products frequently encounter foreign barriers, and many cabinet companies that are mainly engaged in exporting have begun to concentrate on the domestic market.

At the same time, the domestic market situation is also not optimistic. Under the guise of national real estate macro-control, the “restriction order” has caused many buyers to choose to wait and see; and prices have risen repeatedly, and inflation expectations have become increasingly strong. Various factors are like the sword of Damocles hanging over the domestic cabinet industry. The needs of the market. In addition, cabinet companies rely on traditional single sales channels. Sales and wiring are mainly concentrated in first- and second-tier cities with limited purchases, while third- and fourth-tier markets have not yet been fully developed. To a large extent, this has left many companies with no retreat.

Therefore, the cabinet companies that focus on the domestic market are all trying their best, and the tricks are trying to maximize the attention of domestic consumers. As a cabinet industry with very low attention, the ultimate goal of the company's marketing is to gain attention and increase brand awareness to increase sales. Therefore, cabinet companies cooperate with stars, promotions.........The marketing techniques are varied, so that consumers can remember their own brands in a short time.

Eyeball marketing is not a long-term solution

A cabinet dealer told reporters that it is understandable that a merchant can find a star for publicity. If there is no bottom line to make a big article, although the public can win a moment of attention, but the long-term impact is not good, the dealer will not pay for it. He also expressed the hope that some enterprises have self-discipline and that it is the right way to make some propaganda with cultural background. The key to the focus of cabinet enterprise marketing is the brand. In addition to the marketing strategy, it also needs to have excellent products and services, in order to establish true brand value.

It is true that China's cabinet companies are facing unprecedented internal and external difficulties. However, the marketing method of blindly taking eyeballs cannot withstand the test of the market. In the case of more and more rational consumption, cabinet companies can also take the opportunity to weaken and stay strong. Only the product upgrade and independent innovation can be carried out to improve product addition. Value can really help the brand building of building materials, and finally ushered in the development of accumulation in the domestic and foreign markets.

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