Change 1: active marketing to get customers, become the general direction of traffic competition.

 

Expansion of traffic sources and traffic structure of the updated + perfect, only business initiative, there is a chance.

 

Operators do not have the opportunity to lie down and rest on the credit sheet, only to activate the energy of the team, stimulate the enthusiasm of merchants, and provide effective experience + strategy guide to take the initiative to the community, designer circles, decoration companies, shopping centers, social media, communities and other customers active in a variety of platforms to tap the traffic.

 

Since 2023 and 2024, manufacturers have continued to ramp up their marketing actions, firstly, to increase the frequency of activities to seize as much traffic as possible; secondly, to focus on creating core activities to achieve traffic blast; thirdly, to continue to broaden channels to achieve comprehensive access to traffic.

 

According to the observation of big material research, there are more than 50 famous brands, has formed with the active marketing related departments, on the one hand, in the manufacturer level to establish the flow pool, expand the scale of flow, and then the valuable flow distribution to the local merchants; on the other hand, it is sunk to the terminal market, empowering stores to take the initiative to seize the flow resources.

 

It can even be said that there is no initiative, can not take the initiative to activate the market, the lack of initiative to connect customer resources, then, this type of enterprises and individuals may be no development, no prospects.

 

Change 2: Manufacturers + distributors, shopping malls + merchants, platforms + online stores to join forces to expand traffic.

 

The cooperation between manufacturers and dealers, merchants and shopping malls continues to be adjusted from the concept to the specific performance, and empowerment has become the hottest launching point.

 

This includes retail traffic empowerment, specifically involving: manufacturers to dealers to provide intentional orders; manufacturers to cooperate in the development of localized promotion (local WeChat circle of friends ads, jitterbugs with the city, etc.); by the manufacturer to provide training, accompanied by the run and other support to teach store sales staff to master the new methods of attracting traffic.

 

The cooperation between merchants and shopping malls continues to break the limitations of the leasing relationship, but towards a multi-faceted stage of in-depth cooperation, the output of more value, focusing on the joint development of the market, precipitation of traffic.

 

For example, holding joint events, providing home services, integrating key resources such as designers and foremen, and taking the lead in facilitating alliances between merchants to share customer sources with each other.

 

Change 3: Private domain traffic operation changes home furnishing retail.

 

The operation of private domain traffic continues to be emphasized by home building materials enterprises, and even capable salespeople and designers are operating private domain traffic.

 

Specific measures include: regular operation of old customers, local residents community operation, self-media number, designers, foremen and other local resources.

 

A consensus is being reached in part of the manufacturer group, that is, home furnishing enterprises and practitioners should have their own private area of traffic, and must master the private area of traffic.

Old customer resources, local residents community, self media, designers, foreman resources, etc., are very valuable, it is worth investing in people, develop special measures to improve operational effectiveness.

 

Change 4: B-side traffic into the retail system.

 

The retail side mainly does business with individual customers and deals with residents.

 

Since 2023, the retail side has been paying more and more attention to the development of B-side resources, and complete sets of marketing actions have been invested in B-side channels to realize the expansion and realization of B-side traffic, such as purchasing for corporate customers; purchasing for engineering channels; expanding the flow of decoration channels; and cooperating with third-party home service platforms.

 

Change 5: High-frequency marketing activities have been the core component of retail competitiveness.

 

In the past year, high-frequency marketing activities are still the standard for manufacturers to seize market share.

 

Among the 200 brands focused on by Dazai Research, there are hundreds of influential national-scale retail marketing activities, such as Gujia's 816 National Gujia Day, Mona Lisa's Smile Festival, Mona Lily's 321 National Trial Sleeping Festival, Sealy's National Tour of Urban Exquisite Camping, All Friends Home's "Whole-house Beauty" Service Maintenance Activity, and Mousse's Global Sleep Culture Journey. Sleep culture tour, etc.

 

If you consider the dealer action of each brand, the entire promotional activities may be up to tens of thousands of games.

 

Only Fusenmei home furnishing mall, can check the marketing activities, every week can reach several. Whenever some large-scale promotional nodes, the total number of activities of all types can reach hundreds.

 

Most of these activities jointly around the dealer landing to live, short videos, promotions, store landing, old customer invitations, community blasting, community attraction, designer attraction, etc. as a specific strategy, high-frequency stirring the terminal market.

 

It can be expected that, along with the escalation of the intensity of market competition, the value of promotional activities will continue to highlight. With the help of diversified landing activities to grab orders, it will be the mace of enterprises for a long time.

 

If you want to know more about the industry information and cutting-edge products, China Home Expo, which gathers a lot of furniture brands, is surely the right choice for you. CIFF Shanghai Expo 2024 will be grandly unfolded from September 11 to 14, 2024 at the NATIONAL EXHIBITION AND CONVENTION CENTER (SHANGHAL HONGQIAO).

 

Article source: Big Material Research

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