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High-end furniture adheres to the positioning price, and the sales volume is stable against the market.
[Abstract] In the face of the impact of the financial crisis, how about the operation of luxury homes in such a cruel market environment? The reporter visited the high-end imported furniture brand stores such as Da Vinci, Jisheng Weibang and Hang Seng Furniture. They found that the high-quality and high-quality furniture still quietly has strong buyers, and the sales volume is stable against the market. In the face of the impact of the financial crisis, how about the operation of luxury homes in such a cruel market environment? The reporter visited the high-end imported furniture brand stores such as Da Vinci, Jisheng Weibang and Hang Seng Furniture. They found that the high-quality and high-quality furniture still quietly has strong buyers, and the sales volume is stable against the market. Many people in the industry admit that 2009 will be a very turbulent and extremely cold year in the furniture market in Guangzhou. With the indefinite extension of the off-season, most stores have adopted a contraction strategy and the market is calm. But in this year, the high-end home market has quietly bloomed when people don't care. Xu Yan, director of marketing and promotion department of Jisheng Weibang Home Expo Center, told reporters that although the main consumer groups of high-end homes are still at the top of the pyramid, but from the point of view of the number of buyers, there are not a few ordinary white-collar workers. The impact of the financial crisis is certainly there, but the current sales situation in the store is relatively stable. Persistence in positioning: Luxury goods are only affected by the financial crisis in the special consumer groups. Many low-end and mid-end household products in the stores have launched discounts and promotions. However, during the visit of the Information Times reporter, it was found that the vast majority of high-end luxury brands would rather endure the situation of the store being reluctant to participate in discount promotions. Even if there is a similar direct sales exhibition, at best, it is only 10% off or even 5% off. Faced with the price competition of low-end and mid-end goods, why are luxury household products willing to endure loneliness? In the Da Vinci home (see map), which has always been only a luxury household item, Wang Hong, the executive director, also revealed to reporters that if the home brand that has always been positioned on the high-end luxury route starts to move closer to the low-end, it means Surrender to civilians. Where is this product located in the future? If you are confused about this, how do you keep your original customers? Therefore, to do high-end must have a high-end identity, even if you are resistant to loneliness, you must adhere to such a constant price. Only in this way, your customers can firmly believe that buying your things will not depreciate. Price flexibility: the same brand of products tends to be hierarchical and adhere to the brand strategy, not to lower the attitude of high-end luxury goods, but also some luxury home brands in the face of reporters questioned intentionally avoided the "luxury" of the product, Instead, it emphasizes the “diversity†of the brand, and it seems that people want to find a larger consumer group for the brand products. A high-end home accessories business executives said they did not want to simply emphasize luxury goods. Although in the first-tier cities like Guangzhou, the brand is taking a high-end route, in other second- and third-tier cities, there are multi-level plans for products. It is not difficult to see that this approach mainly refers to the development model of other industries. Based on the vastness of the Chinese mainland market, the development of various regions is quite different. Therefore, the multi-level marketing plan adopted by luxury home furnishing enterprises is actually a relatively smooth self-rescue measure.