All kinds of tricks in furniture exhibition
During the rainy season in Lingnan in September, the 24-day Dongguan International Famous Furniture Fair and the 26th Guangzhou International Furniture Fair opened in full dress, showing their style to guests from all over the country looking for business opportunities. Perhaps the downturn in the housing market has caused the market to fail to improve, or similar furniture exhibitions have been common in the industry. The exhibition scale and number of visitors are at a disadvantage, far less than the Guangzhou Furniture Exhibition held in the same place every March. However, the enthusiasm of furniture companies for eager to expand the market has not diminished, and even reached a "hunger" level to occupy a larger market share, which can be seen from the products, channels and marketing strategies adopted by many companies.
Dazzling new product series
In the early morning of September 3, Zhang Hua, deputy director of the marketing department, was too busy to eat at the Jinfuxuan furniture booth decorated in the style of the palace fortress. "The mature brand launched a few years ago is enough to make people busy, not to mention the launch of a new series of French modern styles this year." The words sound like a "complaint", but the experience of the exhibition Zhang Hua was very fulfilled and proud.
The launch of new products with the help of the exhibition is a great sight of the Dongguan Furniture Fair and the Guangzhou International Furniture Fair that just ended. Top 100 Furniture is one of the few Beijing brands that has been famous at the Guangzhou Furniture Fair in recent years. In March this year, it made a grand debut with two new series of "Harry Chalet" children's furniture and "80show". This time, also with new products, a large area in the 700-square-meter exhibition hall was dedicated to show the first cloakroom . In addition, Xingli Furniture from Hong Kong also took advantage of the hot release of "Changjiang No. 7 Love Earth" directed by Zhou Xingchi, and officially launched the "Changjiang No. 7 Love Earth" youth and children's furniture with the help of the exhibition.
"Every time I come to the exhibition, I can see a lot of fresh products, and it is not difficult to see the hunger and thirst of the enterprise to develop the market." Liu Chen, secretary general of the Beijing Market Association Home Furnishing Branch, who went to Guangzhou for the exhibition in spring and autumn every year.
Channels are hard to expand
Although the promotion of new product series is almost always based on the overall development strategy of the brand, it is an undeniable fact that having a new product series means that a number of new agents can be found, thereby further expanding market share. In the words of an industry insider, "If there are new products, we must accelerate the expansion of channels. If there are no new product launches, we must use the exhibition to develop new dealers for mature brands and increase sales."
The new product that Tianmei Furniture brought to Dongguan Famous Furniture Exhibition is Manor Bright Furniture. Unlike other brands of bright furniture that pay more attention to the surface effect, Tianmei Mano is very elegant in design, for example, the desk should be compatible with modern minimalism and European simplicity, each layer of the bookcase must make a honeycomb-like visual effect, and the bed should also be With luxurious luxury and elegant personality. These popular elements that have been captured at international furniture exhibitions such as Milan and Cologne have caused many merchants to stop in front of Tianmei's booth. "On the first day of the series, there are more than 20 new franchisees recruited, and it is not a problem to try hard to break through." Wang Hong, general manager of Tianmei Furniture, has to go back and forth between the factory and the exhibition site several times every day. Join merchants who want to go to the factory to view details.
In addition to the newly-launched French furniture that has not yet been officially named, Jin Fuxuan also has "New 1 School" and "Hunter" children's furniture, as well as Korean pastoral-style "Romantic" furniture. "Each product line has an independent channel, and the strength of several 'arms' is always more than the strength of one arm." Zhang Hua revealed that, except for few merchants from Hebei and Shanxi, investment in other cities across the country The results have been remarkable. Since the launch, there have been more than 15 businesses that have clearly signed contracts with enterprises every day.
Even if there is no new product, with the brand's long-standing reputation, it has also gained a lot in channel development. "It's still two series of products, such as American Earl Manor and natural space modern panel furniture, but the display effect is very good." Xue Yuming, chairman of Beijing Nettle Furniture, who participated in the Guangzhou Furniture Fair for the fourth time, very much recognized the channel expansion effect of the exhibition. He said, "From the original more than 100 expansion to more than 200 now, the exhibition is indispensable." Of course, he still won many advertising billboards on the spot as in previous years, and shouted for the enterprise.
In contrast, some manufacturers whose brand awareness is not "red" and no new products are launched are inferior. Their means of attracting investment is, without exception, favorable conditions for joining. "I heard that there is a sofa manufacturer that only allows customers to pay a deposit of 2,000 yuan, which can represent the products of the enterprise, which is somewhat incredible." Leng Yue, general manager of Yaobang Furniture, believes that this low threshold "the dealers recruited are definitely mixed, which is not conducive to Stable enterprise development ".
Marketing tools are "ugly"
As the saying goes, "buying is not in popularity", not to mention the exhibition stage where companies compete to show their strength. In the view of most exhibitors, whether or not to develop dealers is for the time being, the key is to have a lively crowd, and don't entertain yourself. For this reason, at the Dongguan Famous Furniture Fair and Guangzhou Furniture Fair, various eye-catching and attractive "hot fields" have emerged in an endless stream, and some practices have even been called "ugly".
The "beauty effect", which has won many battles, bears the brunt. In front of a booth called Sika Noka Furniture, several models drew extremely brilliant patterns on the limbs of their masters under the brilliant pen of the master painter, attracting many young people to stop and watch. At the Jinfuya furniture booth, a piano piece played by a young girl with a floral dress, which adds a lot to it, complements the Korean-style "Hibiscus Love" series of furniture displayed.
In addition to the sofas, Gu Jia Crafts also brought a lengthened luxury car to be displayed at the entrance of the exhibition in addition to the sofa at the famous furniture exhibition in Dongguan. The surface of the car body is of course illustrated with pictures and texts. The move opened the eyes of many visitors, and naturally it was indispensable to visit the booth for details. Jinmaoda Furniture and A Furniture were even more surprising. They made several airships wander back and forth over the exhibition site. Although the airship does not have the huge posture of an airplane, the brand name and investment phone printed on it are quite clear. With the cooperation of the low roar, it is difficult to make people not "look up at the sky". There are countless ways to solicit dealerships such as giving out decoration , "zero profit" within one year, and giving away transportation trucks.
"Whether it is pushing new products or playing dazzling marketing, in the final analysis is to recruit franchisees to expand sales and shipments." A person in charge of the Guangdong Furniture Chamber of Commerce pointed out that although the international financial crisis seems to have passed, the industry has basically recovered The past boom, but due to the sluggish real estate market transactions and the decoration market is not hot, most furniture companies are not very good business, can only maintain stability but it is difficult to improve, at the exhibition at all costs of using various marketing methods is understandable. "The way is a little bit ruthless, but as long as you can" eat "it won't hurt."
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