More and more furniture brands in product sales, pay attention to the emotional route, play the "family card" routine in the industry has blown a whirlwind, however, no matter how good the marketing mode needs to be supported by high-quality products, in order to make the brand achieve the excellent state of sustainable development.
"Family brand" marketing is the marketing trend of many furniture brands
"Family card" marketing seems to be the marketing trend of many furniture brands. It's not difficult to understand the relationship between them. After all, furniture and home are closely linked, and it's easy to project the emotion of home to the things used in the home. Therefore, the brand also seizes this consumption psychology and focuses on playing "family card". However, it has become a phenomenon worthy of discussion, When so many brands begin to talk about "happiness", "life" and "family", will consumers be moved. At the same time, whether these "emotions" have become words in floating paper and propaganda, the marketing method of a brand playing "family card" often needs to be put into practice.
Behind the high quality products to do support
"Only the concept, no product support, in fact, this kind of marketing is of little significance, at present, many take the route of family marketing will have such problems." After the successful use of marketing to attract the audience, how to transform it into the understanding and support of the brand, the key lies in whether the product quality can match the concept of marketing“ If you want to play the family card, what is the value of furniture for parents and what furniture is needed for children's growth should be seriously considered at the beginning. "
Extensive marketing often reveals the ambiguity of product positioning
According to the analysis of people in the industry, if the concept of family card can not be fully supported on the product, but still talking about this concept, it often reveals the ambiguity of the brand product positioning. To put it bluntly, it is not clear who this product is used for. Therefore, the "family card" brand has become a panacea, no matter who uses it, it is always a family, which is always right.
Clear pertinence is the premise of product establishment and marketing concept establishment. Otherwise, it is impossible to obtain the demands of the target audience. Therefore, emotional marketing can only be carried out in a general way. "The brand should have an understanding of life, and then position. This is what the brand side needs to think clearly. Different groups have similarities and differences, In fact, furniture is a product positioned for these commonalities and differences. "
Comments: emotional marketing and high-quality products are twin flowers. Only by actively playing the role of both and cooperating with each other, and playing the "family card" and ensuring high-quality product output, can enterprises be guided to develop in the direction of accurate brand positioning, and promote products to be more targeted and meet the life needs of contemporary consumers.