In the face of the impact of the financial crisis, how is the operation of luxury homes in such a cruel market environment? The reporter visited the high-end imported furniture brands such as Da Vinci, Jisheng Weibang and Hang Seng Furniture, and found that high-quality and high-quality furniture still remains. Quietly, there are strong buyers, and sales are stable against the market. Many people in the industry admit that 2009 will be a very turbulent and extremely cold year in the furniture market in Guangzhou. With the indefinite extension of the off-season, most stores have adopted a contraction strategy and the market is calm. But in this year, the high-end home market has quietly bloomed when people don't care. Xu Yan, director of marketing and promotion department of Jisheng Weibang Home Expo Center, told reporters that although the main consumer groups of high-end homes are still at the top of the pyramid, but from the point of view of the number of buyers, there are not a few ordinary white-collar workers. The impact of the financial crisis is certainly there, but the current sales situation in the store is relatively stable. Persistence in positioning: Luxury goods are only affected by the financial crisis in the special consumer groups. Many low-end and mid-end household products in the stores have launched discounts and promotions. However, during the visit of the Information Times reporter, it was found that the vast majority of high-end luxury brands would rather endure the situation of the store being reluctant to participate in discount promotions. Even if there is a similar direct sales exhibition, at best, it is only 10% off or even 5% off. Faced with the price competition of low-end and mid-range goods, why are luxury household products willing to endure loneliness? Da Vinci Home (view map), which has always been only a luxury household item, Wang Hong, the executive director, also revealed to reporters: If you always go High-end luxury routes for their own positioning of the home brand began to move closer to the low-end, which means surrender to civilians. Where is this product positioned in the future? If you are confused about this, how can you retain your original customers? Therefore, to have high-end identity, you must adhere to such a constant even if you are resistant to loneliness. s price. Only in this way, your customers can firmly believe that buying your things will not depreciate. Price flexibility: the same brand of products tends to be hierarchical and adhere to the brand strategy, not to lower the attitude of high-end luxury goods, but also some luxury home brands in the face of reporters questioned intentionally avoided the "luxury" of the product, Instead, it emphasizes the “diversity†of the brand, and it seems that people want to find a larger consumer group for the brand products. A high-end home accessories business executives said they did not want to simply emphasize luxury goods. Although in the first-tier cities like Guangzhou, the brand is taking a high-end route, in other second- and third-tier cities, there are multi-level plans for products. It is not difficult to see that this approach mainly refers to the development model of other industries. Based on the vastness of the Chinese mainland market, the development of various regions is quite different. Therefore, the multi-level marketing plan adopted by luxury home furnishing enterprises is actually a relatively smooth self-rescue measure.
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