The result of the interpretation of the Chinese furniture marketing war seems destined to settle in the terminal. After a few years, the furniture company's cry of "terminal is king, winning terminal" has become more and more in full swing. Since 2006, almost all manufacturers have invested the most important resources in terminals, and the battle for terminals has intensified. From specialty stores, image stores, to terminal scene displays, manufacturers have made great efforts on sales terminals to grab customer resources and improve the profitability of single stores.

With the fierce terminal war, Federal Furniture, with its 20 years of market heritage, based on its unique judgment on the market situation, proposed a marketing strategy of "decision to win the terminal and win-win situation". Through a series of measures, such as innovative product portfolios, mature terminal displays, strong marketing support, and strong promotion methods, a special training camp for “decision-win terminals” store managers was held, and adjustments were made to form “Federal themed life flagship stores” to increase single-store sales ability. At the same time, it also greatly strengthens the brand image and enhances the brand value.

In 2006, Dafuhao Furniture used the CP marketing system as a weapon to hold high the banner of "decision winning terminal" and expanded vigorously throughout the country. In 2007, Tycoon made all-out efforts to integrate channels and integrated more than 1,400 terminal stores across the country into 14 regions. The company headquarters used these 14 regions to coordinate the management of dealership stores across the country, creating a unique and unique "CP terminal specialty store model".

The decisive terminal is the deep management of the marketing process after the construction of the market channel is completed, and its importance to marketing is obvious. Without a terminal, marketing becomes a rootless tree, and no product or service can be recycled. In a word, Chinese furniture has entered the era of winning terminal. In such an era, whoever's product can reflect the factors that consumers are most concerned about in the most perceptible form of the target consumer will get the most favorable brand and market.

People are the key to winning the terminal

In the fierce market competition, the survival and development of enterprises is basically people. Gu Renyun: "The reason of human relations must be observed." This shows that only by paying attention to the study of human characteristics and human laws to satisfy human desires and emotions can action be in line with objective reality. The decisive terminal is naturally not empty talk, its essence is to decisively win consumers. Whoever wins the consumer wins the competition. Therefore, paying attention to consumers, respecting consumers, and satisfying the requirements of consumers to the maximum extent will naturally become a magic weapon for corporate marketing.

In the new century, with the advent of the knowledge economy and information age, the further development of the social economy, the increasingly rich material products, the gradual intensification of market competition, people ’s consumption concepts are also developing toward the upper levels, and the level of spiritual consumption and psychological consumption is also With higher and higher, personalization, visualization, vividness, fashion, externalization and naturalization have become the general trend and characteristics. A marketing expert wrote: "Consumers' preferences are becoming more and more difficult to understand, consumers' eyes are becoming more and more toxic, consumers' legal awareness and environmental awareness are becoming stronger, and consumers are more and more difficult to wait for." A dealer lamented consumers, "I will never understand your mind." All of this will eventually settle on humanity. This consumer demand with humanized colors can only be achieved through humanized marketing.

New developments and changes in humanization have brought new challenges to marketing and also provided new markets for businesses. As the best way to meet human needs, humanized marketing will surely become the core and fundamental of brand marketing in the new era. The enterprise can only connect the product with the consumer's human bond, set up everything in the world, move people with emotion, move heart with sincerity, embody emotion with things, truly think for customers, consider for customers, and deepen this concept. Bone marrow, beyond words and expressions, is reflected in the employees' hands and feet, in order to establish a good brand image, truly win customers and control the market.

IKEA's humanized marketing

Humanity is not a slogan. When we look at IKEA, the world's largest residential furniture retail company, we understand what is humanized marketing and what factors have made this century-old store so that this century-old store is prosperous and still full of vitality.

IKEA stores have no "sales staff", only "service staff." They are not allowed to take the initiative to promote a certain product to customers, and will not chatter with you as soon as you enter the door like other shop assistants. Contrary to the warnings that many domestic furniture stores frequently label "Don't sit on the sofa" on the sofas and Simmons beds, the display of some sofas and dining chairs sold by IKEA also specifically reminds customers: "Please sit up! Feel how it is Comfortable! "At IKEA, you can experience the product for yourself, including destructive experiments on the product. IKEA strongly encourages consumers to have a comprehensive experience in the store. For example, pull open the drawer, open the cabinet door, walk on the carpet, try whether the bed and sofa are strong, etc. The relaxed and comfortable shopping atmosphere is characteristic of IKEA stores. IKEA carefully formulates "shopping guide information" for each product. Almost all information about product prices, functions, usage rules, and purchase procedures is readily available. Even a small bulb, IKEA can fully display its characteristics. IKEA has adopted an advisory marketing approach, taking every detail into consideration to guide consumers to make quick purchase decisions. If you still do n’t worry, it does n’t matter, IKEA ’s “Shopping Mall Guide” reads: “Please rest assured that you have 14 days to consider whether to return or exchange.”

IKEA's marketing is a typical humanized marketing. Now, marketing activities are becoming more and more user-friendly, such as attracting children with cartoon images, praising beautiful women with decent language, attracting customers with a warm atmosphere, and building brands with loving projects. In fact, in a broad sense, each of us is self-marketing to others, and every organization and even the country is a marketing entity. Over the past 20 years of reform and opening up, changes are quietly happening around us, and the color of humanized marketing is getting stronger and stronger.

Human power

The biggest effect of humanized marketing is not to increase brand awareness, but to increase consumer loyalty to the brand. Brand loyalty should include two aspects: behavioral loyalty and emotional loyalty. Behavioral loyalty refers to the fact that consumers can continue to purchase products of a certain brand in actual actions. This behavior may arise from the consumer ’s internal goodwill to this brand, or it may be due to purchase impulses, promotional activities, and consumer inertia. , Conversion costs, or market coverage is higher than other competitive factors such as competitive brands. Emotional loyalty means that the personality of a brand coincides with the lifestyle and values ​​of consumers. Consumers have developed feelings for the brand, and are even proud of it, and regard this as their friends and spiritual sustenance. Demonstrate the desire and behavior of continuous purchase.

Humanized marketing is a warm and loving communication process between merchants and customers in transactions. It can enhance the emotional value that customers feel from the care of the merchants, and even make customers think that it is a beautiful moment in their lives that is worthy of nostalgia. Humanized marketing provides customers with comprehensive and high-quality services that reflect human care, emphasizing the establishment of long-term trust relationships with customers, thereby fostering brand loyalty. The success of Beijing Meichao Furniture Co., Ltd. is to design and publicize products based on customer needs. In the new kitchen essentials, the operation process of using its products can make people maintain a relaxed and complacent mentality, so that users can fully feel that the kitchen is not only a place to cook food, but also a family place for leisure, entertainment, friends gathering, and emotional communication . In addition, it puts forward the concept of "new kitchen life, easier cooking", so that users can truly fully feel the human warmth. Marketing master Philip? Kotler said it well, the laboratory can only produce great designs, but great products are only produced in marketing. He also said: "When products look more and more the same, marketing should be a human force."

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