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Although cross-border is the new darling of marketing competition, it also "differentiates" N different forms. This article attempts to enumerate and analyze the cross-border cross-border alliances of the furniture industry, cross-border upstream and downstream, marketing cross-border, regional cross-border and other forms.
Form 1: In the industry of different industries, the most promising cross-border marketing is the multi-disciplinary alliance.
Throughout the years, the Champions League, the first league, a home, and excellent building materials have all been spring-and-white. Although the names seem to have their own advantages, the rationale is roughly the same.
A cross-industry alliance, as its name implies, refers to the vertical relationship between the industries, not the upstream and downstream, but the horizontal cooperative relationship with common marketing and mutual benefit, forming an organization or a coalition, and relying on their brand image and fame, To attract more customers from different ethnic groups, in order to create a win-win market interest.
The reason why furniture people are willing to join the alliance is to increase the impression of the “strength†of the company. In the process of generating the transaction, it is a member of a certain alliance, just like a live sign. Increasing the weight of success can also make the waist of the company straighter. But to organize activities together, such as promotions, mutual benefit is more difficult. Because the industry alliance is usually a loose organization, the enterprises that are tied together are greatly different in terms of product appeal, characteristics, propaganda methods, etc., and the unity is relatively poor, so the joint promotion is Unrealistic behavior.
If the foreign trade union wants to do well, it needs to formulate some norms to limit the behavior of the alliance members and achieve the goal of mutual benefit. If not regulated, the alliance will only be a short-lived product and will soon die.
Most of the current furniture industry alliance organizations do not have good norms, and the team members also have different goals, so the effect of the alliance is not very satisfactory.
Form 2: The upstream and downstream cross-border is different from the cross-industry alliance. The upstream and downstream cross-border is not cooperating with other industry enterprises, but is self-reliant, building new channels, expanding to the upstream and downstream of the industrial chain, and seeking new growth points. The effect of this can not only greatly improve the comprehensive competitiveness of the enterprise in a short period of time, enrich the product line, but also help the enterprise to improve its ability to resist risks, eliminate the unfavorable factors of homogenization competition, and achieve multiple legs to walk. For example, red apple furniture, while doing its own products, mainly focuses on the downstream full set of soft-packed custom services.
This type of cross-border can be more selective than other cross-border models, and commercial decoration, design, construction, decoration companies, etc. can all be involved. In addition, the upstream and downstream cross-border can give enterprises greater autonomy and can be free from external constraints.
However, the cross-border upstream and downstream, the test of the enterprise is very big, after all, the cross-industry alliance is the high fire-fighting fire, while the upstream and downstream cross-border is single-handedly fighting. If the company does not have strong resources, then while expanding the upstream and downstream product lines, it is likely to drag down the original asset base.
And although it is the upstream and downstream industry chain, it is already a different market, which requires professional talent assistance and talent control. If companies still copy the successful experience of the original market to the new market, they will get twice the result.
Form 3: Marketing cross-border in today's market, ordinary gifts, discounts and other promotional means have been unable to mobilize the enthusiasm of consumers in a large area, only the product information is more concentrated, buyers, sellers are more interactive, online shopping, group purchases Reluctantly active in the market, the market needs more new marketing methods to fight the market, and marketing cross-border can be said to be a good stimulant.
Marketing cross-border usually refers to the strategic cooperation between furniture manufacturers. It is not a relationship between upstream and downstream. It can be a consensus between different industries. On the basis of striving for a win-win situation, it adopts marketing means to create profits. For example, individual stores cooperate with real estate and play the banner of “buy a house to send furnitureâ€, which is also a strategic model for marketing cross-border.
This model usually requires partners with a common target group to join forces to seize the market. Small brands in this mode are more difficult to do, because small brands generally want to find cooperation with big brands and improve their success rate, but big brands have no choice but to cooperate with small brands easily. This is also a real obstacle.
However, from the current use effect, the results are not ideal, such as the above-mentioned "buy a house to send furniture" marketing means, Shantou is enough, but there is a lot of doubts. On the one hand, consumers have their own choices for the home, on the other hand, the styles and styles of furniture provided by manufacturers are limited. Consumers often think that real estate developers and furniture companies are playing the game of “wool on the sheepâ€, deceiving consumers. The result is greatly reduced.
Cross-border marketing, from strategic conception, cooperation invitation, negotiation to implementation follow-up, as long as one link is not handled properly, it is possible to put the cooperation between the two parties to a close, so the use of marketing cross-border mode should be cautious.
Form 4: Regional cross-border areas are prosperous in the recent urbanization phenomenon, more refers to the phenomenon of furniture industry expanding from first- and second-tier cities to third- and fourth-tier cities. After years of development, the market in first- and second-tier cities has become saturated, the space is not big enough, and it is impossible to have big development. In addition, the first- and second-tier cities are densely populated, so competitors are also dotted. In this situation, avoiding Opening a competition may lead to greater profits.
This is a well-thought-out, many furniture people began to march into the third- and fourth-tier cities.
The home store began to select potential third- and fourth-tier cities to play chess. The factory began to explore the types of furniture demand in the third- and fourth-tier cities. Distribution began to study the consumer psychology of the third- and fourth-tier cities... This battle has captured the battles of third- and fourth-tier cities. Go to war.
Third- and fourth-tier cities have low rents, low market maturity, and preference for inexpensive furniture products. In the process of selecting furniture for the third- and fourth-tier cities, the furniture people must always understand the market differences between the third- and fourth-tier cities and the first- and second-tier cities.
It is worth pondering that the current furniture market is sluggish. Most of the furniture people in the first and second tier markets are mud buddha crossing the river. If you then distract yourself from the development of the third and fourth tier cities, is it not looking for a way out but looking for a dead end? This is still waiting for the test of the market.
Therefore, the third- and fourth-tier cities are a development trend, but they have not yet reached a stage of advancing in a large number of people. Furniture people may wish to stabilize first- and second-tier cities first, and then consider the development of third- and fourth-tier cities when they reach the strength of expansion.
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Although the model is changeable, the essence of cross-border marketing is still in uneasi puberty. Each model has the potential for development and the hidden dangers of failure. Moreover, the most important thing for marketing is not just the form but the execution. With good marketing methods, it must be implemented step by step to the end. If the intermediate links are missing, the final effect of marketing will be greatly reduced. As this sentence says: Forms are always virtual, and only practical operations are real and reliable.
The cross-border morphological analysis of the furniture industry is constantly upgrading
In the blue ocean of the furniture industry, enterprises are faced with the survival rule of “big fish†eating “small fish†and “fast fish†to eat “slow fishâ€. In order to survive, the marketing competition between enterprises must be continuously upgraded and continuously reformed. Adapt to changes in the market environment.