Strive to be upstream! Open the marketing battle of the home furnishing industry with new ideas

As China's real estate market moves from the incremental era to the stock era, the pattern of the real estate market has changed. The market-oriented mechanism can eliminate enterprises with relatively weak competitiveness, and most of the resources are closer to the competitive head enterprises, thereby promoting the gradual operation of the entire market.

As the upstream of the home building materials and home improvement industry, the changes in the real estate industry affect the development of the home building materials industry. In recent years, the sales scale of commercial housing and fine decoration market in China have risen, and the customization of whole houses and the occupancy of bags have gradually become a climate, gradually promoting the development of the home building materials industry, and the potential demand of the industry is huge.

It may be that the demand for home building materials is huge, and many home building materials stores have sprung up like mushrooms. Whether online or offline, there are more stores and fewer resources, and the competition will change greatly.

In the general environment, the cost of customer acquisition is getting higher and higher, online e-commerce, offline physical stores, it can be said that competition is everywhere, even the old store that has been operating for 21 years - Jingsheng whole house customization is also difficult to escape the dilemma. Although he has more than 20 years of business roots and has established a good reputation, according to the current situation, Jingsheng whole house customization has ushered in his bottleneck period. The double attack of industry competition and the epidemic has made the heart of Huang Zong, the boss of Jingsheng Whole House Customization, not at ease, and it seems that he has to think of a way to break through the predicament. Huang is always an enterprising person, and finally after many painstaking explorations and many visits, he finally met Huilian Shenghua under the recommendation of friends, and finally sought the ice-breaking way customized by Jingsheng Whole House. It took only one month to develop 48 partners, 32 effective fission referrals, and an increase of 1.2 million yuan in performance, an increase of 60% month-on-month. So how did he do it? With questions, we interviewed Mr. Huang.

It turned out that at the beginning of 2021, Huang always under the recommendation of friends, learned about the cross-border sharing fission marketing system of Huilian Shenghua Technology Co., Ltd., after a preliminary understanding of the evaluation, he felt that this software could solve the current stagnant situation, and then contacted the operation service team of Huilian Shenghua, after in-depth communication, the team of Huilian Shenghua directly pointed out the problems that the physical store needs to solve: the nature of the service scope plus the impact of the epidemic, so that the passenger flow has dropped sharply, how to increase the flow of customers, Conversion into a single is an urgent problem to be solved at present! This made Mr. Huang more certain that Huilian Shenghua could really help them solve the problems currently encountered by Jingsheng Whole House, and then reached a strategic cooperation with Huilian Shenghua.

"After the cooperation was launched, Huilian Shenghua's operation service team tailored a set of digital transformation solutions for us, the first step was to use the WeChat public account customized by Jingsheng Whole House to connect with its own cash register management system to solve the problem of expanding customer flow of the store."

Second, resource revitalization. I learned that Mr. Huang has many friends with resources in related industries, such as doing real estate industry, doing housing intermediaries, doing decoration paint, these resources exist on friends' WeChat, mobile phone address book, before there are also friends to introduce customers to consume, but there is no systematization. Huilian Shenghua's intelligent commission distribution system, as long as it is a customer introduced by a friend to deal, the friend can immediately receive the agreed rebate ratio. In this way, friends who have customer resources in their hands will actively introduce the customization of Iiya, which not only revitalizes the resources but also brings benefits to the company.

Relieved, Huang zongsheng chased after the chase, and in June 2021, the second step was carried out. He introduced his own store into Huilian Shenghua's cross-border alliance marketing model. He united some high-quality merchants who were familiar with nearby businesses and made cross-border alliances with them. By negotiating business commissions with them, introducing their customers to each other's stores for consumption, such as a nearby lamp maker, Mr. Huang introduced customers to each other through them, and 5 orders were sold in a month. This initiative has upgraded Mr. Huang's store from a "seller who sells a single product" to a "one-stop alliance platform to solve the consumption of local life services".

The thinking is open, and the road to business is getting wider and wider

The output value of the home improvement industry in 2020 is estimated to have decreased by 10.7% year-on-year. At present, real estate has entered the stock market, and the proportion of fine decoration is rising, in this context, the home improvement industry customer acquisition model has changed, and enterprises need to seek changes to better respond to changes in the market. Adapt to the changes of the times, change your thinking, even under the joint attack of the epidemic and competition in the same industry, you can also open a smooth road!