At present, the market reaction is cold, and it is difficult for a single furniture brand to be recognized by consumers. In the face of rising rents in shopping malls, the arms are always twisted and thighed; the influence on propaganda is extremely weak and has no shocking effect... These are the marketing of individual furniture enterprises. Soft underbelly. Just like a chopstick is gently broken, ten pairs of chopsticks are firmly huddled together; a small tree is weak and windless, and the forest is shoulder-to-shoulder. Personal strength is weak, and once it is integrated into the collective, it is not to be underestimated. In order to compete for sales in the fierce market competition, more and more furniture companies began to choose brand alliances, relying on the strength of the association or an organization to conduct collective marketing, thereby achieving greater development.
“Jingpai Furniture Allianceâ€, “Shenzhen Furniture Allianceâ€, “Guangdong Furniture Chamber of Commerce Brand Allianceâ€, “Dongguan Furniture Alliance†and “Hong Kong Pavilion†which started to be launched in 2009, which are jointly organized by industry associations and local regional organizations. The way we sell furniture is no longer unfamiliar. The corporate brand alliance was brought up when the financial crisis came, and the group warmed up to fight the crisis and achieved good results. In the face of the increasingly cold market, manufacturers and dealers continue to be weak in the most critical circulation areas, the furniture brand alliance has become the trend of the current furniture companies to warm up and win market share. According to the author's understanding, in Shunde Lecong, the rent of furniture shops in Luofu officials has increased by an average of 600 yuan / square meter, and the rent increase of the royal family furniture has reached 700 yuan / square meter. "Now the landlord' has the final say, not the factory direct store has manufacturers backing up the funds, the general dealers can not afford to lose." Some dealers said helplessly. In the domestic famous furniture stores in Xianghe, Suzhou, Suzhou, Shunde, Lecong, etc., this “landlord†has become the norm in mastering the right to speak. Many dealers are unable to afford expensive rents because of the market's indifference. Looking for him.
Brand alliance is a kind of marketing means. The furniture enterprises in the alliance are like a lonely and helpless married woman who has the strong support of her family. In the name of "family", I talked to the store about the conditions. With the support of the "family", the voices were louder and the gas was enough. In the face of "landlord rent increase", there is no need to be unassuming, and change the image of the "wife" that has been under pressure in the past. More importantly, it is also possible to integrate the resource advantages of “Yangjia†to promote pervasive propaganda and use the outstanding strength of “Mother†to conquer the market. Of course, the brand alliance is not the mother's family to stand up and talk, and the power is on the line. It requires not only the promotion, but also the comprehensive planning of the after-sales service and the systematic implementation of the system. The company itself has the core competitiveness. And can closely cooperate with the "family" pace and requirements, the internal unity, external cooperation and expansion, in order to establish an influential brand system, otherwise they can only fight alone.
Ningbo Wason Lighting Technology Co.,Ltd , https://www.wasonlights.com