Never an overnight sensation: Just how difficult is marketing in the furniture industry?
Published Time:
2021-08-20
Recently, a donation by Hongxing Erke sent it to the top of Weibo's hot searches, giving countless domestic furniture brands new hope for internet marketing. With Generation Z arriving, the furniture industry faces challenges such as narrow marketing channels and difficult transformation, and customer acquisition remains a difficult pain point for these companies.
01 Changes in Users
From the user's perspective, young people have become the main force in shopping, and furniture consumers are gradually shifting from the 60s and 70s generations to the 90s and 00s generations who grew up with the internet.
Different consumer groups have different consumption habits. According to a 2020 survey on consumer shopping behavior in the furniture industry, the 26-40 age group accounts for 65%. In the future, personalized customization and environmentally friendly furniture will become new consumption trends.
02 Changes in the Market
Market changes are equally dramatic. One clear trend is that decoration companies, real estate companies, and property management companies are gradually becoming a part of the furniture traffic entrance. In the past, we delivered in stores, but now the traffic entrance has changed. Traditional home decoration, building materials, furniture, and home furnishing industries have formed a new development pattern in the wave of internet+ development. The historical transformation of the industry is both an opportunity and a challenge. No matter what field or level of traffic entrance, as long as you serve your vertical traffic entrance well, you don't have to worry about losing users.
So how should companies respond to market changes? Simply by continuously exploring needs and perfecting products. For example, ten years ago, all furniture for decoration was created from scratch, while in the last ten years, it has been about renovation and secondary furniture modification.
03 Embracing the Changes of the Internet
With the increasing diversification and fragmentation of new media platforms, thousands of internet celebrity designers and home decoration and public decoration professionals have emerged on new media platforms such as Douyin, Xiaohongshu, and WeChat official accounts, constantly sharing furniture case knowledge and cases, greatly shortening users' decision-making time.
The implication for furniture companies is this: either actively embrace change and compete for users in the fragmented new media traffic pool, or leverage vertical platforms' precise users to provide services. For example, platforms like Qijia.com can redistribute user needs to suitable companies, achieving precise matching of production capacity and service radius, and significantly improving efficiency.
In today's increasingly fragmented user and customer acquisition channels and increasingly fierce competition, it is foreseeable that customer acquisition is only the first step in a company's marketing service. How to manage the design team, improve delivery levels, and enhance service experience after customer acquisition should be something that all practitioners should pay more attention to.
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