Furniture industry case marketing books decipher Chinese furniture industry

According to Rao Runping, the book is divided into five parts: "Furniture Industry 'On-going'", "Dilemma and Outlet for Furniture Industry Upgrade", "Furniture Industry Observation", "Furniture Marketing Perspective" and "Finding Chinese Furniture Benchmark Enterprises" The five major parts are independent of each other, and at the same time, they are interspersed with a dark line of "discovering furniture, entering furniture, and understanding furniture", displaying information and views on the macro, meso, and micro aspects of the furniture industry.

The most commendable is the value of this book for the case communication and brand communication of furniture companies. It is reported that in foreign countries, enterprise case marketing has even become a collective conscious action: professional person organization, professional person research, combined with professional management ideas and theories, it is written into university textbooks and knowledge The cognitive structure of the human group is also included in the subconsciousness of journalists, and then through the cross-cultural exchanges across the ocean. Many of the so-called Western management ideas in the minds of Chinese people today are actually a brainwashing result of case marketing in Western companies. However, the domestic awareness of using cases to market companies has just begun. At present, case marketing has begun to appear in home appliances, electronics, consumer products and other industries, such as "Galanz Business", "Low Cost is King", "Huawei Truth" in the home appliance industry, and "Mengniu Insider" in the dairy industry. The company has won a considerable reputation.

"I have been looking for a benchmark furniture company in China for two years since I entered the furniture industry. I have been thinking about how to sort out the management and practice of these enterprises in the form of words, ideas and culture, and systematically Dissemination, to convey some effective management ideas for the furniture industry, but also to convey some advanced practices of the furniture industry to the society, but also want to actively spread the positive image of the furniture industry to the society, and make a little contribution to the mainstream of the furniture industry into the social economy "Rao Runping told reporters.

Some naggings written before the publication of "China Furniture Secrets"

Author Rao Runping

I have been in the furniture industry for two years. It is impossible to say how in-depth research has been done on this industry, but two years is enough to give a caring person a grasp and understanding of it. The author is such a caring person. Over the past two years, as a professional journalist and a brand observer, the author has conducted a three-dimensional scan and review of the macro, meso and micro aspects of the furniture industry, and left some mature or immature Ink: There are in-depth news reports, professional reviews, and some sit-down research. Overall, the article is slightly broken, but these broken "small crystals" are often able to "horizontally form ridges and peaks", which fully and truly reflect the whole picture of the furniture industry. Based on this consideration, the author has the urge to organize these inks into books.

When the content of the book was finalized, the author took a lot of thoughts about the positioning of the book. You can say that it is the first "information white paper" in China's furniture industry: the latest industry data information, production area development status information, brand activity information, enterprise management information, etc., almost everything. After all, the author is first and foremost a journalist. The mission of a journalist is to provide news information, which also determines the strong documentary color of the book. It provides a new and cutting-edge for those who have just entered the furniture industry or want to understand the furniture industry The news information platform also provides a unique "information crutch" for experts and scholars to study the furniture industry.

Of course, the original information is simply not enough to support the value of this book. The ultimate value of information is reflected in the rational judgment and intellectual viewpoint formed after its processing. In front of the mass media, the reason why China's current furniture industry is still a "silent companion" is not concerned, because the survival rules or competition rules of this industry are still quite irrational, there are not many laws at all, naturally there is no How much attention value. However, not paying attention to outsiders does not mean that we will give up our efforts to be focused. We still have to do something for the industry to become the dominant industry that will be followed in the future. It should be more and more standardized, the operation of the public affairs platform of the furniture industry should be more and more efficient, and the quality of furniture people should be higher and higher. In particular, the media of the furniture industry should be more and more developed and consciously act as a furniture industry. The "horn" spread to the outside world. To be a "horn", information is essential, but a sharp and scientific point of view is also necessary, and the contention between points of view is even more necessary. Through the collision and exchange of views and opinions, it can truly precipitate a new furniture culture, which can inspire a true entrepreneurial spirit in the furniture industry, can truly pursue a positive and game culture, and can truly form a This kind of benign game rule can ultimately really improve furniture productivity. However, for quite a long time, due to various reasons, the media of the furniture industry has been very conservative in their contribution to the viewpoint. The author intends to break this deadlock, and has been in the furniture industry for two years. He has always stood at the forefront of public opinion and tried his best to provide the furniture industry with some new thinking and new ideas. Even though it is often not profound, it is "different voice", " Industry conscience ", therefore, this book is also the first" view white paper ", or the first undergraduate general reading of the Chinese furniture industry, which provides an opportunity for the furniture culture to move towards" a hundred schools of contention and a hundred flowers blooming together " The sex industry has contributed a meager force to the dominant industry.

Of course, the above two points are not enough. The author believes that the main value of this book is also to provide furniture companies with one of the best brand communication platforms to date-case communication platforms or text communication platforms. We know that brand operation mainly includes two processes, brand value creation and brand value communication. The two processes complement each other and are equally important. Especially in the context of modern media, in many cases value transmission will be even more important. The same is true of the furniture industry. There are many ways to spread brand value, such as hard advertising, soft text, celebrity endorsement, event marketing, news marketing, case or text marketing, etc. The previous communication methods of the furniture industry mainly relied on hard advertisements, soft texts, celebrity endorsements, outdoor media, etc. The cost of communication is relatively high, and the communication effect is also single. Usually, it can only shape the popularity, but not improve the reputation.

However, now many furniture companies have begun to adopt some lower-cost communication methods, such as event marketing, etc. This is an industry advancement. But event marketing still only allows brands to gain popularity, not reputation. In fact, it is news marketing and case text marketing that can really improve the reputation of enterprises and brands. News marketing is already in full use in home appliances, electronics and other industries, not much to say here. Comparing news marketing, there is a more advanced, low-cost and high-efficiency communication method-case marketing or text marketing. In foreign countries, enterprise case marketing has even become a collective conscious action: there are professional person organizations, professional person research, combined with professional management ideas and theories, and it has been written into university textbooks and into groups of intellectual people. The cognitive structure has also been written into the subconsciousness of journalists, and then through the cross-cultural exchanges across the ocean. Many of the so-called Western management ideas in the minds of Chinese people today are actually a brainwashing result of case marketing in Western companies. However, the awareness of using cases to market enterprises in China has just begun, and many companies, including some well-known companies, do not even have a framed thinking of case marketing. However, in some advanced industries, such as home appliances, electronics, consumer products, etc., there have been cases of case marketing, such as "Galanz Business Road", "Low Cost is King", "Huawei Truth" in the home appliance industry, and "Mengniu" in the dairy industry. "Inside Story", etc., has won a considerable reputation for the enterprises involved.

Of course, corporate conscious case marketing behavior is not difficult to see. For example, some corporate CEOs often like to sit on various forums and media and talk to people about their company ’s management and management experience. However, the real market-oriented case marketing is in China. It is far from fully developed. Case marketing is not done by companies themselves, but by professional organizations, just like advertising will find advertising companies. The process of enterprise case research and development is a process of summarizing, refining and reflecting on the company's own business and management practices, and then returning to practice. This process is conducive to the continuous improvement of the enterprise. Practice has proved that if the case marketing is mature, it will form a spontaneous and automatic dissemination of enterprise cases. In this process, companies can save a lot of advertising costs.

Case marketing is a company that contributes material civilization and spiritual civilization at the same time, so that the audience understands the enterprise through the company's management concepts and behaviors, respects the enterprise, and has a good impression on the products and services provided by the enterprise. Case education is different from advertising. Advertising is how impressive my product is and how good my company is. Impressed by case marketing is how my company thinks, how to do, how to operate, how to manage, how to make decisions, and How do these management decisions unify science and art, and how does its profit model achieve a virtuous cycle, so that you have a deep sense of respect. For example, the case of zero-defect management that Haier intends to "market" will give people a sense of respect and intimacy for Haier, so that they will choose Haier's products and even be very loyal; and another example is China's world champion Galanz, serving the society The material product is a microwave oven, but the process of its service is also the process of its operation and management. The Galanz people have developed these processes into cases through various methods to tour the country. Many people have read books about the Galanz case, which has also "moistened and quietly" enhanced the brand image of Galanz.

Of course, as far as the current status of furniture is concerned, no furniture company can reach the scale of giant enterprises such as Haier, Galanz, Huawei, etc., and the management and management methods cannot reach the maturity and regularity of the above-mentioned enterprises. To do case marketing for any furniture company will be exaggerated and unrealistic. But looking closely at the current situation in the furniture industry, there are indeed a number of furniture companies whose management and management methods are remarkable, with certain rules to follow, and even forming a certain model. If we sum up these models, it will be a valuable intellectual asset for the furniture industry, and at the same time, it will make a great contribution to the improvement of the overall image of the enterprises involved, including the furniture industry.

It needs to be emphasized that this book only looks for some enterprises that can form a certain pattern in business management, not just large enterprises. The so-called model is an orderly combination of constants after removing many variables. It has predictable regularity. It is a model and benchmark for learning in the same industry. Although many large enterprises generally form a certain operation and management model, for those large enterprises that rely on opportunism, they only have their own characteristics and do not have their own models.

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