The overall situation of the luxury goods industry has been deteriorating since the global financial crisis that erupted. Not only did the sales of perfumes and jewellery plummeted, but many high-fashion shows were discontinued. Each fashion company also faced significant pressure to cut costs. In the face of such a cruel market environment, what about the luxury furniture business? Information Times reporter visited Da Vinci, JSWB, Hang Seng furniture and other high-end imported furniture brand stores, found high-quality high-quality furniture, still quietly with strong buyers, sales stability against the market.
Many in the industry have admitted that 2009 will be an extremely turbulent and extremely cold year in the Guangzhou furniture market. With the extension of the off-season indefinitely, most stores have adopted a contraction strategy and the market is calm. In this year, the high-end home furnishing market quietly bloomed when people did not care. Xu Yan, Director of Marketing Promotion Department of JSWB Home Expo Center, revealed to reporters that although the main consumer group of high-end homes is the crowd at the top of the pyramid, the number of ordinary white-collar workers is not small. The impact of the financial crisis is certainly there, but sales within the store are still relatively stable.
Insist on positioning: luxury goods only for special consumer groups
Due to the impact of the financial crisis, many low-end home products in the stores have launched discounts and promotions. However, during the visit of the Information Times reporter, it was found that the vast majority of high-end luxury brands would rather endure the detached situation of the stores than participate in discount promotions. Even if there are similar direct sales exhibitions, at best, it is only 10% discount or even 9.5% discount.
In the face of low price competition in the low-end products, luxury home products why they are willing to endure loneliness? In Da Vinci's home, which has always been a luxury household product, executive director Wang Hong also revealed to reporters: If a home brand that has always been positioning itself as a high-end luxury line starts to move closer to the low-end, it means surrendering to civilians. . Where is this product located in the future? If you are confused about this, how can you keep your existing customers? Therefore, to do high-end must have a high-end identity, even if it is tolerant to loneliness must adhere to such a constant price. Only in this way, your customers can be convinced that buying things from you will not easily devalue.
Flexible price: The same brand products tend to be hierarchical
Unlike high-end luxury homes, which stick to the brand strategy and never lower their stance, there are also some luxury home furnishing brands who consciously avoided the “luxury†of the products when they asked questions, but emphasized the “diversity†of the brands. Between the conversation seems to want to look for a larger consumer group of branded products. The boss of a high-end home furnishing company said he did not want to emphasize luxury goods. Although in the first-tier cities such as Guangzhou, the brand takes the high-end route, in other second- and third-tier cities, there are multi-level plans for products.
It is not difficult to see that this approach mainly refers to the development model of other industries. Based on the vastness of the Chinese mainland market, the development of each region is quite different. Therefore, the multi-level marketing plan of luxury home furnishing companies is actually a more slick self-help measure.
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