Persist in targeting high-end furniture sales price of alternative stable in times of adversity

[Abstract] the face of financial crisis, luxury home in such a brutal market environment in the operation be? Reporter visited the Leonardo da Vinci, JSWB, Hang Seng and other high-end furniture import furniture store brands and found that high-grade high quality furniture, is still quietly with powerful buyers into sales stability under adverse.
In times of financial crisis, luxury home in such a brutal market environment in the operation be? Reporter visited the Leonardo da Vinci, JSWB, Hang Seng and other high-end furniture import furniture store brands and found that high-grade high quality furniture, is still quietly with powerful buyers into sales stability under adverse.

Many people in the industry admit that 2009 will be extremely volatile on the furniture market in Guangzhou, but also a very cool year. With the indefinite extension of off-season, most stores have taken contraction strategy, the market was very calm. May, in this year, the luxury home market has quietly blooming in people when casually. JSWB Home Expo Center Marketing Director Xu Yan told reporters on the said high-grade home while the main consumer group is still top of the pyramid of people, but to purchase the number of point of view, there are also many ordinary white-collar workers. The impact of financial crisis, certainly, but within the store sales is still relatively stable.

Adhere Positioning: luxury on the only special consumer group

Under the influence of the financial crisis, many stores in low-end household products have launched a discount promotion promotions. But the Information Times reporter visited the course have found that the vast majority of high-end luxury brands would rather tolerate the situation deserted stores do not want to participate in discount promotions activities. Even if such direct marketing show, at best, but 9 or even 9.5 off off benefits. The face of competition, lower prices of goods in low-end, luxury home products why are durability lonely? In the luxury home appliances has been Zhizuo DaVinci home (see map), the executive director of Wang also told reporters: If you take the high-end luxury line has always been to position itself as a household brand in the low-end began to move closer, it means that of surrender to the civilian population. Whether the future positioning of these products have gone wrong? If you are confused by this point, how to keep your existing customers? Therefore, there should be doing high-end high-end status, even if the durability of such a lonely must maintain a constant price. Only then can we firmly believe that your customers buy your stuff will not just depreciate in value.

Price modifications: the same brand-name products tend to hierarchical

And adhere to brand strategy, not lowered its profile and high-end luxury home is different from home as well as some luxury brands in the face of a reporter's question deliberately avoided the product of "luxury", but stressed that the brand of "diversity" the conversations seemed to want to brand-name products for greater consumer groups. A high-end home accessories company CEOs that I do not want to simply focus on the luxury. Although first-tier cities like Guangzhou, the brand is taking the high road, but in some other less-affluent cities, there are plans multi-level product.

It is obvious that such an approach the main reference to the mode of development of other industries. Based on the Chinese mainland market breadth, developments in various regions are quite different, so a luxury home enterprises to adopt a multi-level marketing plan is actually a rather glib self-help measures.