Home Furnishing Industry Blows Up Public Welfare, Price War Upgrades to Image War
When drought sweeps through the five provinces of Yunan, Gui, Gui, Sichuan and Chongqing in southwest China, and the compatriots in the southwest are struggling with the drought of the well water, and are struggling against the drought, Shang Gao Sanitary Wares shouted a festival in the Great Hall of the People Water Declaration, Red Star Macalline quickly launched to deliver water to relatives - Red Star Macalline Yunnan Huize Drought Relief Assistance Action, Dongyi Risheng Home Decoration Group donated 100,000 yuan to the southwest arid area for the construction of a water cellar. SouFun also organized the Spring Rain Campaign and held online charity auctions in cities across the country. When people are anxious about their compatriots in the Southwest, we see more and more figures of home furnishing companies , contributing their own strength in various forms.
In recent years, the fierce competition in the home furnishing industry has made brand companies pay more and more attention to shaping their own brand image. Simple traditional discounts and promotional methods can no longer satisfy consumers' recognition and loyalty. In 2008 , a 512 earthquake donation list once again brought public welfare into the sight of companies and consumers. As a result, public welfare marketing has become a marketing model that has attracted much attention and is easily susceptible to consumers.
Although the combination of public welfare and marketing will inevitably add a commercial color, this will not change the essence of helping vulnerable groups. The beneficiaries do get help. The merchants have achieved brand and economic benefits. Consumers It is also a win-win situation to be able to enjoy discounts and benefits while giving love.
It can also be seen that the competition in the home improvement market has shifted from the price war in the initial stage to the image war of brand reputation. This image war comprehensively tests the quality, reputation, service and reputation of the company. It is a symbol of the company's strength and helps To enhance the cultural connotation of the enterprise. For the industry, it is also meaningful for the maturity and standardization of the market.
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