Customer brand loyalty is one of the important indicators of brand marketing activities. It is a measure of consumers' feelings about brands, reflecting the extent to which a consumer can move from one brand to another. For example, when the furniture product changes in price, quality, shape, color or service, the loyalty of the customer furniture brand will also change. The customer's loyalty to the furniture brand directly affects the sales performance and operating profit of the furniture enterprise. More importantly, it is the cornerstone for the furniture enterprise to improve its future performance and is the basis for the development and growth of the furniture enterprise.
First, the furniture marketing environment has changed. Zhu Changling, vice chairman of the China Furniture Association, said, “Recall that in the past 10 years, every furniture company realized that it was a brand to be their own and cultivate fans of the brand. In fact, Chinese furniture is today. There is no 'excellent' brand. The technology in the factory is constantly updated, but the skilled workers and their experience are not passed down; perhaps only when we no longer advertise the use of environmentally friendly E0 grade plates, our furniture Only has a solid foundation; the future demand for furniture has undergone qualitative changes, and should the leadership and management ideas of furniture companies be adjusted accordingly?"
1. Changes in the market environment of China's furniture marketing
Since the mid-1990s, due to the great attraction of the Chinese furniture market and the labor market, Italy, Germany, France, Denmark, Spain, the United States, Singapore, Malaysia and other countries have invested in furniture factories and furniture stores in China, which has promoted the furniture market in China. competition. In 2000, the traditional stall furniture market was very common, and people began to order integrated furniture. By around 2003, furniture stores opened on the second-grade trunk roads of commercial streets. Since 2006, the theme-style home plaza, building materials chain supermarkets frequently rushed to the beach in Hangzhou, the volume of these stores is getting bigger and bigger, more and more brands, international chain home supermarkets have begun to enter the domestic market. In this way, more furniture products will be sold, people will have more choices, and customer diversion will be very obvious. Obviously, it is increasingly difficult for a furniture company to maintain its technological superiority and productivity. Furniture companies must shift the focus of competition from productivity competition to service competition. If furniture companies can't adapt to changes in the environment, they can't attract and maintain customers. Even good furniture can't be sold. Therefore, it is very important to do a good job in furniture marketing to attract customers and attract and maintain old customers.
2, furniture customers change Any market once mature, the product will be quickly subdivided, the same is true in the furniture market. For consumers, furniture is not only a tool for storing and storing goods, but also a manifestation of identity and taste, so different consumers have different needs for home, on the other hand, they have experienced the enlightenment period of furniture. After the immaturity, consumers will become more and more rational in purchasing furniture, and will put forward higher requirements on brand, price, performance, service, etc., and also require system services related to furniture, so the standard for judging furniture products has become " Satisfied and dissatisfied." Furniture companies must use the charm of furniture products and all the thoughtfulness of customers to touch customers and attract customers. Therefore, to cultivate loyal customers, it is necessary to grasp the needs of customers, including current needs, potential needs and stimulating needs.
3, reduce sales costs, promote corporate profit growth and improve customer loyalty for furniture companies to help increase sales revenue, while reducing sales costs. Statistics show that for many industries, one of the company's biggest costs is the cost of attracting new customers. The cost of attracting a new customer is often four to six times higher than the cost of staying at an old customer, and the customer churn rate is reduced. 2% is equivalent to a 10% reduction in costs. The expenses that companies use to strengthen or maintain and extend existing customer loyalty, including understanding customer needs, increasing customer purchase rates, re-activating customers, and more. Once customers become familiar with a company, they will not rely too much on the company's advertising or employee introduction to understand the situation and get advice. Retaining old customers is much cheaper than developing new customers, especially the older the customer, the lower the cost. At the same time, old customers are more tolerant of the company's service mistakes than new customers, making it easier to make up.
There is a high correlation between customer brand loyalty and the company's profit. In most cases of business operation, the profit earned from each customer is directly proportional to the time of stay. Because, over time, customers gradually become familiar with all the service series provided by the company, and customer loyalty will produce a kind of “spill effectâ€. From the products of the furniture enterprise to the loyalty to all the services of the furniture company, the purchase amount will be It will rise sharply and bring the company's profit growth, so cultivating customer loyalty will become a new strategy for furniture marketing.
Second, the key furniture companies that cultivate customer brand loyalty should identify customer groups with profit potential through marketing research and strive to provide them with value. This is the premise for furniture companies to establish customer loyalty. In fact, it is not wise for furniture companies to attract customers “big and comprehensive†because there are only profitable contributors in the furniture enterprise's customer base. “Averaging force†for all customers will only make important customers Not paying attention. Furniture is a big expense in the family, and customers are more eager to get enough attention and help.
The relationship between customer satisfaction and customer loyalty is relatively close. Generally speaking, only when the customer's satisfaction with the furniture enterprise reaches a certain level, the customer will have the willingness to be loyal to the enterprise. When this satisfaction level is further improved, Customers will be loyal to the company's behavior. The following indicators can generally be used to measure customer loyalty, which are:
The number of times customers repeat purchases - the more times a customer repeatedly purchases a certain brand of furniture during a certain period of time, the higher the loyalty to the brand;
The length of customer selection time - the shorter the time customers choose furniture, the higher the customer's loyalty to the brand;
Customer's sensitivity to price – for brands that are loved and trusted, customers are more resilient to price changes, ie low sensitivity;
Customer's attitude towards other competing brands - If the customer does not like the competitive brand and has little interest, it means that the loyalty to a certain brand is high and the purchase is relatively stable;
Customer's ability to withstand furniture quality accidents - customers have high loyalty to a certain furniture brand, and will be treated with tolerance and compassion for quality accidents that occur, and will not reject this furniture product.
Third, improve customer satisfaction to cultivate customer brand loyalty approach Furniture companies in marketing should improve customer total value and reduce the total cost of customers to improve customer satisfaction.
Second, the key furniture companies that cultivate customer brand loyalty should identify customer groups with profit potential through marketing research and strive to provide them with value. This is the premise for furniture companies to establish customer loyalty. In fact, it is not wise for furniture companies to attract customers “big and comprehensive†because there are only profitable contributors in the furniture enterprise's customer base. “Averaging force†for all customers will only make important customers Not paying attention. Furniture is a big expense in the family, and customers are more eager to get enough attention and help.
The relationship between customer satisfaction and customer loyalty is relatively close. Generally speaking, only when the customer's satisfaction with the furniture enterprise reaches a certain level, the customer will have the willingness to be loyal to the enterprise. When this satisfaction level is further improved, Customers will be loyal to the company's behavior. The following indicators can generally be used to measure customer loyalty, which are:
The number of times customers repeat purchases - the more times a customer repeatedly purchases a certain brand of furniture during a certain period of time, the higher the loyalty to the brand;
The length of customer selection time - the shorter the time customers choose furniture, the higher the customer's loyalty to the brand;
First, the furniture marketing environment has changed. Zhu Changling, vice chairman of the China Furniture Association, said, “Recall that in the past 10 years, every furniture company realized that it was a brand to be their own and cultivate fans of the brand. In fact, Chinese furniture is today. There is no 'excellent' brand. The technology in the factory is constantly updated, but the skilled workers and their experience are not passed down; perhaps only when we no longer advertise the use of environmentally friendly E0 grade plates, our furniture Only has a solid foundation; the future demand for furniture has undergone qualitative changes, and should the leadership and management ideas of furniture companies be adjusted accordingly?"
1. Changes in the market environment of China's furniture marketing
Since the mid-1990s, due to the great attraction of the Chinese furniture market and the labor market, Italy, Germany, France, Denmark, Spain, the United States, Singapore, Malaysia and other countries have invested in furniture factories and furniture stores in China, which has promoted the furniture market in China. competition. In 2000, the traditional stall furniture market was very common, and people began to order integrated furniture. By around 2003, furniture stores opened on the second-grade trunk roads of commercial streets. Since 2006, the theme-style home plaza, building materials chain supermarkets frequently rushed to the beach in Hangzhou, the volume of these stores is getting bigger and bigger, more and more brands, international chain home supermarkets have begun to enter the domestic market. In this way, more furniture products will be sold, people will have more choices, and customer diversion will be very obvious. Obviously, it is increasingly difficult for a furniture company to maintain its technological superiority and productivity. Furniture companies must shift the focus of competition from productivity competition to service competition. If furniture companies can't adapt to changes in the environment, they can't attract and maintain customers. Even good furniture can't be sold. Therefore, it is very important to do a good job in furniture marketing to attract customers and attract and maintain old customers.
2, furniture customers change Any market once mature, the product will be quickly subdivided, the same is true in the furniture market. For consumers, furniture is not only a tool for storing and storing goods, but also a manifestation of identity and taste, so different consumers have different needs for home, on the other hand, they have experienced the enlightenment period of furniture. After the immaturity, consumers will become more and more rational in purchasing furniture, and will put forward higher requirements on brand, price, performance, service, etc., and also require system services related to furniture, so the standard for judging furniture products has become " Satisfied and dissatisfied." Furniture companies must use the charm of furniture products and all the thoughtfulness of customers to touch customers and attract customers. Therefore, to cultivate loyal customers, it is necessary to grasp the needs of customers, including current needs, potential needs and stimulating needs.
3, reduce sales costs, promote corporate profit growth and improve customer loyalty for furniture companies to help increase sales revenue, while reducing sales costs. Statistics show that for many industries, one of the company's biggest costs is the cost of attracting new customers. The cost of attracting a new customer is often four to six times higher than the cost of staying at an old customer, and the customer churn rate is reduced. 2% is equivalent to a 10% reduction in costs. The expenses that companies use to strengthen or maintain and extend existing customer loyalty, including understanding customer needs, increasing customer purchase rates, re-activating customers, and more. Once customers become familiar with a company, they will not rely too much on the company's advertising or employee introduction to understand the situation and get advice. Retaining old customers is much cheaper than developing new customers, especially the older the customer, the lower the cost. At the same time, old customers are more tolerant of the company's service mistakes than new customers, making it easier to make up.
There is a high correlation between customer brand loyalty and the company's profit. In most cases of business operation, the profit earned from each customer is directly proportional to the time of stay. Because, over time, customers gradually become familiar with all the service series provided by the company, and customer loyalty will produce a kind of “spill effectâ€. From the products of the furniture enterprise to the loyalty to all the services of the furniture company, the purchase amount will be It will rise sharply and bring the company's profit growth, so cultivating customer loyalty will become a new strategy for furniture marketing.
Second, the key furniture companies that cultivate customer brand loyalty should identify customer groups with profit potential through marketing research and strive to provide them with value. This is the premise for furniture companies to establish customer loyalty. In fact, it is not wise for furniture companies to attract customers “big and comprehensive†because there are only profitable contributors in the furniture enterprise's customer base. “Averaging force†for all customers will only make important customers Not paying attention. Furniture is a big expense in the family, and customers are more eager to get enough attention and help.
The relationship between customer satisfaction and customer loyalty is relatively close. Generally speaking, only when the customer's satisfaction with the furniture enterprise reaches a certain level, the customer will have the willingness to be loyal to the enterprise. When this satisfaction level is further improved, Customers will be loyal to the company's behavior. The following indicators can generally be used to measure customer loyalty, which are:
The number of times customers repeat purchases - the more times a customer repeatedly purchases a certain brand of furniture during a certain period of time, the higher the loyalty to the brand;
The length of customer selection time - the shorter the time customers choose furniture, the higher the customer's loyalty to the brand;
Customer's sensitivity to price – for brands that are loved and trusted, customers are more resilient to price changes, ie low sensitivity;
Customer's attitude towards other competing brands - If the customer does not like the competitive brand and has little interest, it means that the loyalty to a certain brand is high and the purchase is relatively stable;
Customer's ability to withstand furniture quality accidents - customers have high loyalty to a certain furniture brand, and will be treated with tolerance and compassion for quality accidents that occur, and will not reject this furniture product.
Third, improve customer satisfaction to cultivate customer brand loyalty approach Furniture companies in marketing should improve customer total value and reduce the total cost of customers to improve customer satisfaction.
Second, the key furniture companies that cultivate customer brand loyalty should identify customer groups with profit potential through marketing research and strive to provide them with value. This is the premise for furniture companies to establish customer loyalty. In fact, it is not wise for furniture companies to attract customers “big and comprehensive†because there are only profitable contributors in the furniture enterprise's customer base. “Averaging force†for all customers will only make important customers Not paying attention. Furniture is a big expense in the family, and customers are more eager to get enough attention and help.
The relationship between customer satisfaction and customer loyalty is relatively close. Generally speaking, only when the customer's satisfaction with the furniture enterprise reaches a certain level, the customer will have the willingness to be loyal to the enterprise. When this satisfaction level is further improved, Customers will be loyal to the company's behavior. The following indicators can generally be used to measure customer loyalty, which are:
The number of times customers repeat purchases - the more times a customer repeatedly purchases a certain brand of furniture during a certain period of time, the higher the loyalty to the brand;
The length of customer selection time - the shorter the time customers choose furniture, the higher the customer's loyalty to the brand;
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