The development of whole house home furnishing industry has evolved from a prosperous period to a reshuffle period, the survival of the fittest has become the elimination mechanism of whole house home furnishing enterprises, and the market competition has become increasingly fierce. For the whole house household enterprise that falls into the development crisis, it is urgent to rely on production, marketing, management and other aspects to further adjust and inject new power. In general, whole house enterprises need to adapt to the development and change of the market in the marketing mode.
A price war is shortsighted
Price war in the whole home marketing field has always been a means that businesses are willing to use, relying on price war can effectively defeat the opponent, to the opponent with a fatal blow, but price war is a short-sighted behavior, beat others at the same time, also hurt themselves, is the so-called “kill three thousand enemies, self damage eight hundred”. In addition, the adoption of price war also has certain limitations, for example, enterprises are required to have certain conditions: large output, high efficiency; Advanced equipment, advanced management; Procurement costs are lower than rivals; Backed by a strong prize fund; Have smooth direct selling channel, reduce intermediate link.
The quality war has led to excessive cost burden
The whole house home furnishing enterprise should recognize that the space of price war is limited. In the end, the quality of products can only be paid less attention, the technology is more and more simple, the material is more and more poor, and they drive themselves into a dead end. The use of price war is actually a process of manufacturers killing each other, which is self-destructive vicious competition. In this case, quality war is a kind of marketing means to occupy the market and win customers by relying on good product quality and good service. However, in the process of quality war, the whole home enterprise will invest more costs, and if this burden is transferred to customers, it will inevitably cause customers’ psychological resistance, which is the fatal injury of quality war.
Brand wars are the way things are going
From this point of view, price war, quality war have their own defects. To this, the personage inside course of study points out, what whole house furnishing market replaces in the future will be brand war. For whole-house home furnishing enterprises, the brand war has the following advantages: first, the brand effect makes customers willing to accept its higher price; Secondly, in terms of the market positioning of brand whole house furniture, there is a broader profit space; Finally, with the continuous improvement of people’s material living conditions, branded products have a broader market than cheap products.
In short, for the whole home furnishing enterprise, in the future marketing war, price war and quality war advantage is not obvious, and brand products will be loved by more consumers!
