Custom home business 3 · 15 money to do marketing package mode hot

1, the old routine renovation: multi-category bundle

Compared with previous years, this year's 3.15 activities pay more attention to product category sales, and the big home model is clear.

For example, Sophia will pack and combine wardrobes, cabinets, curtains, mattresses and wooden doors, and introduce a 29999 full-house custom package that includes all the custom cabinets, cabinets, wooden doors, smoke stoves and mattresses. European style has enriched the gift categories. With the brand, we have added Jinkeer mattress, TCL TV, embedded dishwasher and other products, and make full use of the advantages of its own category, and cooperate with the wardrobe, cabinet, wooden door, bathroom business, mainly push 598 whole products.

It can be seen that enterprises are hoping to use the multi-category bundled sales to make large customer unit prices to offset the impact of the decline in market sentiment.

2, the iron package mode, the price of running water

In this March 15 promotion, Sophia, Ou Pai, Shang Pin Zhai, Hao Laike, etc. all followed the package promotion mode, but the difference between them was widened. For example, Shang Pin Zhai is still the 518 whole house custom product. The package selection is relatively small, and it is mainly concentrated on supporting home and cabinet products; Hao Laike mainly pushes 799 custom cabinets, and the 16800 package focuses on new boards and other environmentally-friendly plates.

It can be seen that although competition has intensified, enterprises have tacitly avoided homogenization of price wars and persisted in exploring the path of differentiation. The industry competition is still in a benign stage.

3, shock - 9 big stars airborne 11 cities? First-line brands don’t hesitate to spend money

The collection found that the first-line brands continued to strengthen marketing and promotion, and manufacturers increased their support for dealers. For example, Sophia invited nine major stars to airborne 11 major cities to help out, and started online and offline intensive promotion of 3.15 promotion activities, and European parties played in the store. A lot of 3·15 event advertisements, and directly cut the ex-factory price of the event products to support the dealers.

On the contrary, the small and medium-sized custom furniture brands are slightly “quiet”, and the promotion efforts are small and slightly weak. It is expected that as the market competition continues to intensify, the leading enterprises' strong anti-risk ability will be highlighted, the industry reshuffle is expected to accelerate, and the concentration increase trend is obvious.

4, home sales or go online

So far, online e-commerce is still the main drainage channel of 3.15, and a small number of preferential activities are only carried out online, such as Sophia's deposit privileges and spike activities. Through online sales promotion, the company will guide people to offline and assist dealers to obtain orders. It can be foreseen that if the market sentiment continues to pick up, the dealer's dealer support will continue to increase and the sales expenses will increase.

Question: Customized business growth highlights are not here?

After the downturn of 2018, there is a voice that 2019 will be the best year in the next 10 years, and custom home furnishing companies are expected to regain their advantage in 2019.

Industry experts believe that "although the custom home market is affected by the real estate regulation and control, the decline in residential transaction volume, but the industry has not entered the fierce price slaughter state, the competition is still orderly and benign. First-line brand manufacturers increase marketing efforts, strengthen Support dealers, make full use of multi-category and strong channels, and take advantage of industry reshuffle."

The data also shows that in the second half of 2018, the sales growth rate of 30 large and medium-sized cities rebounded. In December, the completion of residential buildings and sales area turned positive. The recent funds showed a loose trend, and real estate showed signs of recovery. The first- and second-tier cities were expected to pick up first, and the second half of the year was expected to pick up. Will be reflected in the furniture industry, the brand custom furniture industry is expected to continue to repair.

Therefore, custom home furnishing companies do not hesitate to spend money on marketing, on the one hand, confidence, on the other hand, marketing is still an important engine for the growth of revenue in the home industry.

For more information about home, please pay attention to Xianghe Furniture City official website http://