We look at the wardrobe industry in the past from a "change" perspective. Indeed, the changes have made a group of wardrobe companies and brands surface in 2011. But they are not changing for change. There is no best change, only suitable changes.
In the past, when we needed a wardrobe, we would go to a furniture store to buy a finished wardrobe. The quality needs to be guaranteed, but it cannot be fully adapted to the home space; if the space can be fully adapted and meet individual needs, we will please Carpenters made door-to-door measuring sticks to make their own wardrobes, but the quality and function often failed to keep up. In such an era of product economy, fish and bear paws can not have both. As consumers, we can only passively choose and accept.
Now, with the improvement of living standards, people's awareness of independence, selectivity, and heterosexuality has increased. Consumers have passively accepted from the past to now, hoping that enterprises can develop and produce according to their own life attitudes and needs. Resonating emotional products reflect their unique personality and self-value, and manifest themselves in personality, so as to obtain a greater sense of accomplishment and satisfaction. At this time, the custom wardrobe industry came into being. Consumers can integrate their life styles, methods, attitudes, and tastes into product design through customization, and truly communicate with enterprises. This is a new economy that is fundamentally different from the past product-oriented product economic model. The model is a model that directly enters the experience economy from the service economy.
Seeking and Changing--The Inevitable Trend of Experience Economy
The experience economy is an inevitable product of social and economic development, a continuation of the service economy, and an enterprise that uses services as a stage and commodities as props to create activities worthy of consumers' memories around consumers. Custom wardrobes with their unique "custom" qualities require and determine that it must be a derivative of experience economy.
Custom is born in the ranks of the experience economy. The wardrobe industry should realize with its keen market sense that experience marketing has unprecedented power in the industry. It determines the market trend, influences the brand value, and grasps the future custom wardrobe industry pattern. So under the situation of such fierce competition in the industry, how to make the "experience" trick even more so as to make it more attractive in the custom wardrobe industry?
Seeking and changing-"experience" marketing extends vertically to maximize value.
The so-called experience marketing in the custom wardrobe industry is that consumers are actively involved in the whole process of product design, color and style matching, production and installation, and experience the fun of the past. But how to encourage consumers to customize your wardrobe, and how to attract customers before customizing the experience? This is a problem that the wardrobe industry should delve into. In addition to digging deeper into the "customization" connotation, highly refining the new value of the product "intelligence", strictly regulating industry standards, and leading the low-carbon field, grasp the trends and laws behind the experience change and allow the "experience" marketing strategy to extend vertically A flagship store is a camp to create a home experience hall, which displays the home improvement effect in a real way, through sensory stimulation such as sight, hearing, touch and smell, so that consumers can feel the brand and culture from the moment they enter the store The connotation of the product, in the process of consumption, feels pleasant, memorable and has a feeling of being in your future home, so as to maximize the "experience" marketing value.
Sensory experience, which acts on human vision, hearing, touch, taste and smell. The elaborate experience setting and pleasant consumption atmosphere have a direct impact on consumers' final purchase decisions. Smart home displays various styles of human living civilization, and advocates a smart low-carbon lifestyle. When the customer walks into the bright and bright store, the soft and elegant music immediately warms your ears, feels warm and comfortable, and the enthusiasm and attentive service of the shopping guides, and various styles of home decoration, deeply affect the customers.
There are noble and luxurious European and American country style, petty bourgeoisie French romance, stylish and simple European style, and more ardent Spanish style; the novel and original intelligent system of wardrobe and shoe cabinet moisture-proof sterilization allows customers to You can immediately experience the fun and convenience of the smart life of "Make the world free of mold" on the spot; dazzling and unique lighting, home accessories with different flavors, and home appliances with fashionable technology ... strong visual, auditory, and tactile feelings. The sensory shocks that have come aroused the inner resonance of consumers, and inspired the consumers' inner thoughts, as if taking consumers to their future homes, feeling the smart and low-carbon fashion lifestyle brought to them by Jiuzitu Home .
In the age of experience economy, consumers are increasingly shifting from focusing on the product itself to focusing on the feelings of accepting and using the brand, and the demand for brands that demonstrate individuality is also increasing. Behind the success of Jiuxitu Home Experience Marketing, there is a strong brand culture symbol-we sell not the product itself, but a lifestyle, a smart low-carbon lifestyle. In addition to having a stylish personality, the wardrobe should launch its own unique smart system to fully show people the future smart and convenient home. Forming a brand value proposition, creating a brand experience atmosphere, and establishing a brand personality image are the means by which home furnishing companies maintain their competitive advantage and maximize the value of experience marketing.
Experiential marketing is just a contingency method at the current stage of market economy development. The market is constantly changing, we should be well aware of the "change, pass" principle, always pay attention to the changes in the customized home furnishing industry, and make timely and appropriate strategic adjustments according to the development of the enterprise itself, so as to adapt, seek change, and seek change, then No matter how the market changes, it will always stand at the forefront of the industry and lead the future lifestyle of human settlements.
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