In the second half of 2012, how to win in the market of second and third tier brands in the custo

It's hard to do the current second-tier brand; The competition is too fierce; But it's still a sentence that things are man-made; See how you do it; Sofia has Sofia's market; Small brands have the best market; 2nd tier brands have a market for 2nd tier brands; In fact, the biggest competitor of custom furniture, I don't think it's peers; the odious little home improvement company; All-inclusive; Hit the cupboard; 2nd tier brands should do more channels; For example; terminal exhibition hall; Home; Community; Engineering; Internet; **Marketing; Market; **Will wait to make the quantity first; Do a good job of service; Let customers introduce customers; There is no need to buy your furniture from all over the world; But also let the world know the service and quality of your furniture; This is a bit of an exaggeration; Or a sentence; There is no off-season market; There is only the idea of off-season; Everything must be done with heart; to do well; Take the community, for example; property interference; The owner doesn't believe you; Every day is an event; There is difficulty; Those who don't want to make furniture; Need to be a furniture person; I don't know much about the industry; I repair cars; I'm right on how to win in the car market.

With some promotional means, you can purchase some creative gifts to attract customers.

Custom wardrobes are a trend, and service and quality are key. Publicity is also very important, so that customers understand the advantages of custom wardrobes and finished wardrobes.

1. Sophia's wardrobe.

2. Simple wood wardrobe: It belongs to Huaguoshan wood products in Zhongshan City, which is more distinctive in terms of log custom wardrobes, and is a brand that has grown rapidly in the custom wardrobe industry in the past two years, as well as wood drying furnaces, advanced wood treatment and other advantages.

3. Hollywood wardrobe. 4. Stanley. 5. Confederation. Gordon. 6. Jacking. 7. Novi Family. 8. Shangpin home delivery. 9. Baidesheng. 10. Lauka.

In the first half of 2012, the overall market performance of the second and third tier overall wardrobe brands fell by 15%-20% in the first quarter; The first-line well-known brands not only have stable sales performance, but also accelerate the pace of market expansion to complete the market layout. In the face of the first-line brands, in order not to be thrown farther and farther away by the first-line brands, how can the second- and third-tier overall wardrobe brands fight back? 1.

Segmentation of the professional market and the development of innovative products due to the lack of a solid brand foundation, coupled with the lack of capital, industry experience and other factors, caused.

The second and third-tier overall wardrobe brands will be more difficult to compete with the first-line overall wardrobe brands in the context of product homogenization. However, if the overall wardrobe enterprise can rely on the support of its own or social forces to develop innovative products and take the lead in moving forward, it will get twice the result with half the effort. 2.

Take the road of independent brand ever.

When second- and third-tier brands launch new products, first-tier brands will always engage in crazy activities to reduce prices in disguise.

Second- and third-tier brands are trying to gain a greater market share through the best war. That's when you need it.

The second and third line of the overall wardrobe brand keep a clear head, not only to face the battle but not to fall into the trap. Once it is recklessly counterattacked, it will disrupt the marketing deployment of the entire brand. A feasible strategy is to make full use of the company's product structure and product profits to formulate strategic deployment, so as to ensure that the company's profits can resist the suppression of competing brands and fight back.

3.Channel-driven brand-driven, creating a late-mover advantagePhilip Kotler said: "Channels can not only serve the market, but also create the market.

The new marketing era is left.

The last opportunity for second- and third-tier brands is the late-mover advantage brought by channel drive (including channel innovation)! In order for second- and third-tier brands to successfully break through, they must raise channel drive to the category of marketing strategy. At the same time, we will gather the strength of various systems to promote channel drive, carefully select channel members, combine their own resource conditions, look for markets with dual structures, and use them as key target markets to organically combine business forms and do detailed work.

After several years of accumulation, shape local advantages.

1.It can meet the needs of different personalities.

In the traditional marketing model, furniture companies often follow the trend of furniture research and development and production according to simple market research. However, the furniture produced by this model either does not meet the requirements, or the style cannot meet personal preferences. The whole house customization subdivides the market into individuals, and designs furniture according to individual requirements, and consumers are one of the designers of furniture.

Specific requirements can be made according to personal preferences, such as color matching, individual specifications, etc.

2.Reduce inventory overhang.

In the traditional marketing model, furniture companies in order to maximize profits, through large-scale production to reduce product costs, once the market encounters a slight accident, this large-scale production of furniture due to the similarity will inevitably lead to unsalable or backlog, resulting in waste of resources. The whole house customization is produced according to consumer orders, and there is almost no inventory, which accelerates the capital turnover.

3.Reduce marketing costs.

In the traditional marketing model, in order to occupy the market, furniture companies often stimulate sales through advertising, building specialty stores and other ways to promote business, so the cost is higher. As long as the quality of the furniture is reliable and reasonable, the furniture can be sold smoothly. In whole-house customization, manufacturers directly face consumers, reducing sales links and reducing various expenses.

4.It is beneficial to accelerate product development.

Under the traditional marketing model, many designers of furniture companies work behind closed doors, just based on simple market research for product development, and the designed furniture has great limitations and is difficult to meet the needs of the public. In whole-house customization, designers have many opportunities to communicate face-to-face with consumers, and it is easy to know the requirements of consumers, and then they can develop products that are close to consumer needs.

The inflection point of the custom home furnishing industry will be the cross-border enterprise needs to be cautious.

In recent years, the popularity of the customization industry is visible and felt. In the case that the overall environment of the home furnishing market is not ideal, it is the customization industry that continues to maintain rapid growth and sings all the way, which makes the customization industry seem to have become a sunrise industry in the home furnishing industry and become a "sweet and sweet" for all parties. In the past two years, many traditional furniture, building materials and even home appliance companies have begun to transform into cross-border customization.