Faced with the impact of the financial crisis, what about luxury homes operating in such a brutal market environment? The reporter visited Da Vinci, Jisheng Weibang, Hang Seng Furniture and other high-end imported furniture brand stores, and found that high-end high-quality furniture is still quietly with powerful buyers, and sales are stable during the market.
Faced with the impact of the financial crisis, what about luxury homes operating in such a brutal market environment? The reporter visited Da Vinci, Jisheng Weibang, Hang Seng Furniture and other high-end imported furniture brand stores, and found that high-end high-quality furniture is still quietly with powerful buyers, and sales are stable during the market.
Many people in the industry admit that 2009 will be a very turbulent and extremely cold year in the Guangzhou furniture market. As the off-season extended indefinitely, most stores adopted a contraction strategy and the market was calm. But just this year, the high-end home market quietly bloomed when people were not aware of it. Xu Yan, director of the marketing and promotion department of Jisheng Weibang Home Expo Center, once revealed to reporters that although the main consumer group of high-end home is still the top of the pyramid, from the perspective of the number of purchasers, there are also many ordinary white-collar workers. The impact of the financial crisis is definitely there, but the current sales situation in the store is relatively stable.
Adhere to the positioning: luxury goods are only for special consumer groups
Under the influence of the financial crisis, many low-end and low-end home furnishing products have launched discounts and promotions. However, during an interview with the Information Times reporter, it was discovered that the vast majority of high-end luxury brands would rather endure the indifference of the stores than participate in discount promotions. Even if there are similar direct sales fairs, at best they are only 10% or even 5% off. Facing the price competition of low-end and middle-end products, why are luxury home products willing to endure loneliness? At Da Vinci Home, which has always only made luxury homewares, Wang Hong, the executive director, also revealed to reporters: If home brands that have always positioned themselves on the high-end luxury route start to move closer to the lower end, it means surrendering to civilians . Where will such products be positioned in the future? If you are confused yourself, how can you retain your original customers? Therefore, to be a high-end, you must have a high-end identity. Even if you are lonely, you must stick to such a constant price. Only in this way, your customers can firmly believe that buying your things will not depreciate casually.
Price flexibility: products of the same brand tend to be layered
Unlike high-end luxury home products that adhere to the brand strategy and never downgrade, some luxury home brands intentionally avoid the "luxury" of the product when facing reporters' questions, but emphasize the "diversity" of the brand. During the talk, it seems that I want to find a larger consumer group for brand products. The CEO of a high-end home accessories company said that he did not want to simply emphasize luxury goods. Although the brand is taking a high-end route in first-tier cities like Guangzhou, there are multi-level plans for products in some second- and third-tier cities.
It is not difficult to see that this approach mainly refers to the development model of other industries. Due to the broadness of the Chinese mainland market, the development situation of each region is quite different, so the multi-level marketing plan of luxury home furnishing companies is actually a relatively smooth self-help measure.
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