Seeking unique marketing competitiveness from the differences in furniture stores

Some people may say that there are differences in shopping malls, some are based on the "low-end" brand, some are "high-end" brands, and there are also "top luxury brands". So, I ask you this is the reason why consumers choose you?

Certainly not. Because, this is just a simple distinction, not a "threshold": even if you do high-end, come in a new store, you can also do high-end. At present, there are many stores of the same grade in the same city, and there is also great repetitiveness in the brand – most of them are different branches of the same brand dealers, so there are many shopping malls for consumers to buy the same brand. . So why come to your mall? Is it back to the discount, doing activities, advertising. In fact, the question I want to ask is: Where is the differentiated marketing competitiveness of furniture stores?

First, the difference in selling venues

Many cities have their own core business circles, and they are lucky to get their own furniture stores in these business circles. However, as the extension of urban development accelerates, the advantages of the old business district will gradually weaken, the new business district with more complete infrastructure and higher scale will inevitably be formed, and the old commercial circle will be replaced by new factors such as urban planning. The business circle replaced, lost the position of the leader, the market was divided, or was removed with urban planning. The sustainable development of the store with differentiated competitiveness as a geographical advantage is not strong.

Need to be reminded that with the increase of shopping malls, the consumer's nearby consumption principle, the geographical advantage will be further weakened.

Second, product price differences

As we all know, "Wal-Mart" has formed its core competitiveness with low prices. Wal-Mart pays attention to the management of various circulation links, so that its cost is greatly reduced, thus ensuring that things sold at Wal-Mart are cheaper than other stores under the same profit. The other is Shenzhou Computer. In the notebook market, Shenzhou’s appearance is to make the industry feel awkward with price advantage, and at the same time establish its own brand.

In order to share the risks, most of the furniture stores in the country use the renting method. The nature determines that the shopping mall has no way to control the price of the goods. The price is determined jointly by the manufacturers and distributors. This is the current sales of the furniture industry. mode. But now there are also many manufacturers looking for a new mode of exploration, no longer using the agent model, but directly connected with the store, the tenant of the store is turned into a manufacturer by the dealer, the manufacturer sells to the consumer at the factory price, which is for the consumer It is definitely a good thing. If such a new model can be promoted and developed in the furniture industry, then the market will become more mature with the price advantage as the condition of differentiated competitiveness. Those who still use the lease to the dealer will lose. A large number of consumers.

Third, product brand differences

The store is not the producer of the product, it is unable to control the quality of the furniture, the store is only a sales channel, the design and quality of the product are in the hands of the manufacturers. What the mall can control is that you can choose which brands to come in and which brands to go out. This may result in dealers in the same city having their own storefronts in multiple malls, thus forming a “homogeneous” of the mall brand, unless the mall can control the manufacturers and dealers, and only require to set up stores in their own stores. Can not be settled in other shopping malls, this is almost impossible to achieve, to form their own differentiated competitiveness with products and brand advantages, it seems difficult to form under the current model.

Fourth, the quality of service differences

As a store for home sales channels, it is a service industry itself. There are two services for him: one is the dealer who rents the storefront, and the other is the consumer.

At present, some shopping malls only pay attention to the dealers, because the income of the malls is contributed by these dealers, but the quality of the dealers is also uneven. Some dealers sell fakes, goods, and price fraud consumers for the immediate benefit. It happened from time to time. Once it was discovered and exposed, the final shopping mall was implicated, and the consumer’s recognition of the mall was completely subverted. This is a nightmare for the mall.

In fact, consumers are the mainstay of shopping malls. With the approval and support of consumers, shop dealers in the mall will only rush to queue up and lose everything. Only the dealer's store will be a castle in the air.

Losing the consumer is like a pyramid turning into a castle in the air. So how to establish a service system for consumers to form their own core competitiveness, this is a way to find out under the current industry model; how to seek effective service content from the perspective of consumers to enhance the mall The status in the minds of consumers is the key to establishing a brand of shopping malls and attracting consumers. Shopping malls must stand on the ground and truly protect the interests of consumers, prevent the behavior of consumers from harming the public, and create a comfortable, reassuring, all-encompassing, and even caring store that can become bigger and stronger. "The basis of marketing is that everything starts from the consumer." This is not an empty talk. The excellent corporate culture not only affects our employees, but also penetrates into our consumers. This requires more wisdom and action from the store.

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