Popular high-end brand initiatives come up to the civilian population of luxury furniture

Very difficult economic warmer, luxury home dismal melancholy. Faced with the sale of less than ideal performance and continuous shrinking of high consumption groups, since April this year, one after another high-end enterprise itself and decide on home to factory outlets, the brand split, the mountain countryside of initiatives such as the civilians began to change in marketing strategy.

Come up premium brand popular initiatives

Half of the money spent can move the original home of Italy's top furniture easily save tens of thousands of dollars. This is early April in Shenzhen, Guangzhou Da Vinci exhibition in Europe and America on top of furniture sales scenario: Italy Cappelletti, Spain Vidal Grau, Japan Kenji third the world's top furniture brands are the introduction of the special discount of 5.6. Shenzhen Da Vinci Miss Mo home marketing manager said that it coincides with the economic crisis in Europe and America continue to destroy the local consumer confidence, China's huge market and growing demand, as the same life-saving straw makes luxury goods manufacturers in Europe and America's top furniture brand decision-makers to The core services to China.

The field of domestic high-end cabinets as the representative of the Division's home Po cabinets, heavy during the introduction of 51 12,800 yuan and 16,800 yuan of the German middle-class family of light classical kitchen cabinets. The simple modern design concepts and user-friendly combination of environmental protection technology, including in counter, cylinder cabinets, countertops, hardware accessories included, sold over ten thousand dollars, and even second-line domestic brands are difficult to achieve. Section Bao. Guangzhou Zheng Gang, director of marketing said that the activities of the day attracted more than 60 owners.

In addition, the original and only luxury duplex villas of the stairs only useful products, the beginning of this year itself and decide on a large scale promotion and targeting Jiangsu, Zhejiang, Guangdong Province, for several large self-built housing of township residents. Czech Republic, step-by-step staircase, the staircase at the Shanghai show this year has brought with stairs on the countryside, a big house built for the use of the township, the retail price of four, Beech 5000 series about the stairs, take the stairs of the first step in the civilian sector.

Consumer groups to find more

It is understood that China's National Bureau of Statistics to the definition of high-income groups is the annual income of 120,000 yuan or more groups of people, middle-income group is 50,000 yuan annual income above the crowd. The target consumer groups shifted from high-income groups, middle-income groups, is a high-end brand of home emergency or long-term strategic policy for this?

Brand strategy firm with a number of not low-profile high-end luxury home is different from a growing number of luxury goods companies are trying to tilt at home marketing strategies, brand-name products to consumers looking for more. Mo Da Vinci Home Marketing Manager said that the top plate with ordinary furniture furniture biggest difference lies in the fact with the appropriate style to highlight the overall culture, although this is an unprecedented offer of short-term promotion, but will also provide customers with the highest levels of luxury design services, showing the most matches with the furniture design style layout of the room.

Staircase in the niche industry, the financial crisis, the whole staircase, many manufacturers have said that this year will be the civilian population as long-term strategy, different products will be used to meet the material needs of more consumers. For example, the Czech Republic, step-by-step staircase, the staircase at the Shanghai show in March in particular has brought on the stairs with the countryside, the retail price in four to five thousand or so beech staircase; and step-by-step staircase, the surplus from the introduction of the entire staircase to the white embryo production and the railings handrails production units in order to adapt to the general consumer products of the stairs; invited to speak more of vowed People First line of the stairs go in the end.

High-end brand diversified investment solution

It is home Guangzhou Zheng Gang, director of marketing, in order to respond to changes in the market to open up market space, this year, (Beijing) has officially split home for Titanium Mach, Section Po three brands, Titanium Mach main luxury market, the main upmarket, mid-range market, the main branches Bao. To move in order to make the brand more consumer group, to occupy a greater market space.

This split brand, multi-brand strategy of a single brand-level approach is knowingly act to defend those who may wish to as the bottom line of high-end luxury brands from home. As everyone knows, in the automotive, IT and other industries, this practice has long been common, for example, in the low-end SAIC Chery cars have, in the mid-range cars Rongwei launched, but at the same time operating the high-end cars, such as Park Avenue. Therefore based on the broad market in the Mainland, regional differences in the development of larger, so a luxury home business plan to take a multi-level marketing is also a more sleek, self-help measures.

A high-end furniture brands said do not want to simply focus on luxury, with their singles "luxury brand" although not as good as the level tends to Shanghai such a line in the city is taking the high-end brand lines, but in some other second and third line cities , then there is a multi-level plan. Because the home is more personal things, the purchase of a luxury home, many consumers tend to invest in a luxury only for the reasons like. So in the face of the financial embarrassment of the situation, such an "investment" often will be shelved.