Home industry cross-border marketing

Home industry cross-border marketing

From "single" to mixing seems to have become the norm

In July of this year, the Guangzhou Construction Fair, has always been to custom home-based Sofia Home announced that it will introduce the French high-end cabinet brand Simu cabinets. At the same time, the Hollyle brand strategy has been upgraded, from the original custom wardrobe to the implementation of the whole house customization. Is this just a coincidence? In actual fact, hybrid “cross-border” marketing has already begun in the home market in Kunming.

As early as the beginning of last year, the cross-border trend in the home market in Kunming: Yunnan Anxin Building Materials Co., Ltd., which has always been devoted to Anxin flooring, extended its tentacles to cabinets and wood homes. The general manager of the company, Zhang Yonggui, explained to reporters his "Transboundary plan": The floor will only be used as a branch of it, the introduced cabinets and wood homes, and the three product lines will be divided equally. Together, they will be presented in its showroom. Consumers' choices will also be more and more comprehensive.

Today, Shibang cabinets are successfully deployed in the showroom as a newly introduced category, and the whole-wood home plan is also progressing in an orderly manner.

Almost at the same time, Yunnan Isabelle Trading Co., Ltd. declared to the outside world that it should be an expert in wood products within the industry. Its product line extends from wooden floors to wooden staircases, wooden doors and custom wood furniture. Thus, H3 is made of all wood. The Isabel Experience Hall turned out.

The breakdown of these cross-border enterprises, from the floor to the wooden door, to the whole wood home, from the wallpaper to the stairs to the ceiling, it seems that the current home, building materials vendors have begun to "restlessly" up and have reached out to someone else's bowl. The old saying "Specializes in surgery industry" seems to have gradually "failed" in the home industry. While managing their own native products, they are also committed to flowering in another category, and these companies have brought homeowners' professions with colorful and unique attitudes.

Integrate well and do more with less

Let the original irrelevant elements penetrate into each other, thus giving the brand a sense of depth and depth. Carefully digging into the cross-border behavior of home companies is nothing more than the use of existing customer resources to seize more market share.

The concept of unity, the product seems to be scattered and solid

Integrated marketing has been successful, there is also a home business in the country, is the British Union Health Home, its two product lines, the United States and the United States environmental protection stove and Lan Shee diatom mud, a wall, a kitchen appliances, see It does not seem to take sides, but in fact there is a common philosophy that is green, healthy and environmentally friendly. “At present, with the continuous improvement of people’s living standards, the requirements for home life are also getting higher and higher. Now that the green home concept has already formed an atmosphere, an idea and a pursuit in our country, we The two flagship products are all promoting green, environmentally friendly and healthy home lives and have a unified product philosophy and appeals," said Duan Xingwei, general manager of the British company's health home. It is because of the common ground of green, health, and environmental protection that it is easier to accept products in the mind of consumers in the direction of building a healthy home.

In addition, as the first truly multi-legged enterprise in Yunnan's building materials industry, Tiansen Wood has been good at integrating external resources and has truly become an expert in wood products within the industry. At the same time that the plates have been made great achievements, Tiansen Wood has extended its reach to floors, wooden doors, stairs, etc., and has established long-term strategic cooperation with a number of research institutes at home and abroad, creating "substitutable". The "renewable" and "recyclable" technologies have international leading level, which greatly improves the utilization of wood.

From single to multiple, for some companies, it seems that it has really played a role in expanding market share, and has also been successful, and for more companies, the move seems to be somewhat helpless.

Cruel market competition reveals a little helplessness

On the other hand, no matter what kind of cross-border purpose, to truly “cross” the past and win a certain market share requires a certain degree of innovation. If there is no innovation, the cross-border brands will completely rely on the brute force of the capital, the brand, and the channel. The result will often look beautiful, but it is difficult to make a difference in today's increasingly fierce competition in the home industry. The fact that most cross-border brands that were or have been happening in the past or in the home industry have stopped and beaten in the home industry has made it seem that this has been repeatedly demonstrated.

From one field to another completely unfamiliar field, it is not as easy as imagined. Even if the furniture industry that involves wood products from the floor does not seem to have a difference in the production process, how many product lines can be shared? How much money does the company need to invest in R&D? What is the difference between service and management? In this regard, home big names are all cautious.

Cross-border marketing, cross, but also cross the past

On the other hand, for many weak home companies, they have problems such as small scale and low industrial concentration. Their own development is not yet mature. If they blindly force “cross-border” like large companies, they may not only fail to do so. Playing like-minded will instead disrupt the prospect of better development.

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