Word of mouth marketing, China's cabinet industry nirvana

In the modern business community, various marketing models emerge one after another. Scanning China's cabinet industry is in a period of rapid growth. The clearing of profits in the industry has also led to more and more investors entering Chinese cabinets. Older companies must expand and grow, and new recruits must strive for the best. In addition, the concept of the brand has received increasing attention in the tide of Chinese enterprise construction. The Chinese cabinet brand that ultimately promotes sales of products to occupy the market is constantly updating its own marketing methods. Event marketing, cultural marketing, exhibition marketing, festival promotions, microblogging marketing, star marketing, event marketing, and other marketing modes all make a whole change. It can be said that the 18 martial arts are not falling.

The effect is naturally self-evident, but the proportion of costs and benefits often makes the vast number of cabinet vendors not satisfied. Especially in the off-season sales, more brand bosses think about whether there is a low-cost, effective marketing approach that can drive companies out of sales difficulties and maximize payment and benefits.

Word-of-mouth marketing came out in a long-lasting manner. In the strong demand for market demand, word-of-mouth marketing is a low-cost, high-efficiency marketing tool. Its appeal and influence have been recognized and valued by other industries. The spread of word of mouth has also been given to consumers after use, especially in the market situation where the Chinese cabinet industry has a low degree of concern, and passes through a consumer's experience to pass it to ten people, hundreds of people, or even millions of households. This way, you get a lot of customers without paying a single advertising fee. This is the great charm and energy of word of mouth marketing.

In fact, the process and method of creating word of mouth is word of mouth marketing. Word of mouth marketing regulates and manages scattered and trivial “evaluations” and serves enterprise marketing strategies to achieve corresponding goals. Of course, word of mouth is not groundless, it is the final result of a series of marketing activities, from product quality, service to create an experience environment, from the means of promotion and entry point to after-sales service, and a series of related measures, each link is related to Word of mouth spread. The so-called ring is closely linked, step by step, step by step to win.

Word-of-mouth marketing features and its path As a marketing method, word-of-mouth marketing is also a process of sharing information, opinions, and ideas with people. This kind of sharing is communication and can bring people deeper satisfaction. This spread of satisfaction is a crucial sales information for many cabinet makers. As a result, we can easily find that one of the characteristics of word-of-mouth marketing is the high efficiency and credibility of sales information sources.

Because the uniqueness of word-of-mouth communication is different from the one-way flow of traditional information. Today, with the development of information technology, cabinet consumers are exposed to a lot of information about cabinet brands every day, and these enormous amounts of information often make consumers happy, choose the brand or choose the brand. This brand offers a lot, and that brand also saves a lot. In this intertwined situation, if one of the brands gets the word of mouth from the people around the consumer, the order will be signed securely.

The second point is the independence and non-commercial nature of word-of-mouth marketing. Independence means that the communicator of word of mouth is the consumer of the cabinet brand itself, not the marketer of the store. This special interpersonal relationship determines the non-commercial nature of word-of-mouth communication. Because of the non-commercial and independent nature of word-of-mouth communication, their evaluation of branded products, services, or brand image is relatively objective. This also provides third-party reputation support for consumers to make purchase decisions.

Third, word of mouth marketing is targeted. When a product or service has formed a good reputation, it will be widely disseminated. Word-of-mouth communication often takes the form of one-to-one communication between the public and the public. There is usually a link between the communicator and the communicator, so that the communicator can choose the appropriate information for the specific situation of the communicator. The dissemination of content and forms form a good communication effect. This has truly targeted the specific consumers of China's cabinet industry.

Of course, a coin will have its two side effects. Word of mouth marketing is also true. There is positive information dissemination and negative word of mouth. The ancient Chinese saying goes that good things will not go out and bad things will spread. Therefore, in the process of the marketing of cabinet word-of-mouth, the management of negative word-of-mouth is particularly important.

The strategic choices of cabinet brand word-of-mouth marketing: Light says no practice, it will always be on paper. Word of mouth marketing for the cabinet brand, in the end is a donkey or a horse, only the real battlefield to pull the market to see the real effect. So, for the cupboard brand at this stage, how to use word of mouth marketing to kill the stunt? I want to start with the following aspects:

The first source is to continuously develop high-quality products that meet market demands. In a market where goods are bought and sold, if your product has no characteristics, it is tantamount to losing the first impression that consumers like. Impressions can not be played, let alone form a good word of mouth spread.

The second is to take the initiative to attack design reputation. In the current cabinet market, is the brand leading consumer spending? Or is the consumer leading the brand? Practice has proved that only brands that take the initiative in the market will eventually become strong brands. Such cabinet brands will become stronger and bigger. Apple's performance in the market is the best proof. Every time a new Apple mobile phone is available, consumers are snapping up. All this stems from the active advantage that the Apple brand occupies among consumers. It can be said that whoever takes the initiative has the market.

The third point is to design correct and effective word-of-mouth communication channels. Even if you have thousands of good things, but can not accurately and effectively spread to the target consumer groups, it is also in vain. Therefore, cabinet brands should use the results of environmental analysis to conduct segmentation of consumers within the target market area, form a number of dissemination market segments, and determine the scope and approach of word-of-mouth marketing to maximize market potential. Get the best number of customers.

In short, word of mouth marketing as an important means of modern marketing, with other marketing methods can not be replaced by the advantages, as the Chinese cabinet industry companies or businesses should be in the right positioning of their products or services, based on the design and selection of high-quality word of mouth, Establish a unique word-of-mouth communication channel to achieve brand market expansion and share in the same height of word-of-mouth and quality positioning.