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江南春:中国的家居企业应该走出渠道战 进入消费者的心智战

来源:分众传媒官微 2020-12-14 19:58:27

  11月20日,由一兜糖家居APP与中国建博会联合主办,数糖科技、京东居家、宜家、华为、分众传媒()特约支持的「2021家居生活及消费趋势发布会」在广州白云国际会议中心举行。

  FENZHONGCHUANMEICHUANGSHIRENJIANGNANCHUNZAIXIANCHANGZUOLEMINGWEI《PINPAICAISHIQIYEDEMIANYILI》DEZHUTIYANJIANG,CONGYINGXIAODEJIAODUCHANSHULEJIAJUXINGYE2021QUSHI。

  当下,中国有两个红利消失了――人口红利和流量红利。

  RENKOUHONGLIXIAOSHI,ZHONGGUOSHICHANGJINRULELIANGJIAQISHADEJIEDUAN。 LIULIANGCHENGBENCONG2018NIANKAISHICHIXUSHANGSHENG,JIAGEXIACUO,LIULIANGCHENGBENSHANGSHENG,QIYELIRUNDOUZAISHUANGSHA,SUOYIQIYEDEKUNJUSHIXIANRULEJIAGEDEXUEZHAN。

  DAJIAGEXUEZHAN,SHIYINWEICUXIAONENGXIYINXIAOFEIZHEGOUMAI,ZHIHOUKAISHIGAOLIULIANG,HOUMIANLIULIANGCHENGBENYUELAIYUEGUI,SUOYIQIYEGAOLIULIANG、CUXIAOSHIZHISHANGDOUSHIDUANQIXIAOYI,JIEJUEBULEZHANGQISHENGYIFAZHANDEGENBEN。

  SHENMESHIQIYEZHENZHENGDEHEXINJINGZHENGLI?GUOQU,SHIQUDAOSHENTOULVWEIWANG。WEISHENMEZHEILIANGNIANQUDAOBUWEIWANGLE?YUANYINHENJIANDAN,QUDAOTONGZHIHUALE,SHICHANGGENGJIAYONGJILE,DANGXIAOFEIZHEMIANLINZHEIMEDUOXUANZEDESHIHOU,NIYAORUHEDAYINGXIAOFEIZHEXINZHIZHIZHAN?

  MEIGEPINPAIDOUYAOWENZIJI,XUANZENIERBUXUANZEJINGZHENGDUISHOUDELIYOUDAODISHISHENME?RUGUONIBUNENGXINGCHENGCHAYIHUADEPINPAIRENZHI,NEIMEZUIHOUZHIHUILIUXIANGDAJIAGEZHAN、CUXIAOZHAN、LIULIANGZHAN。

  ZHONGGUOSHANGZHANTONGCHANGYOUSIZHONGDAFA,LAODASHIFENGSHAPINLEI,LAOERSHILEISIJINGDONGDE“DUOKUAIHAOSHENG”ZHANLVE,LAOSANSHILEISIWEIPINHUIZHUANMENZUOTEMAIDEWANGZHAN,LAOSIJIAO“PINDUODUO”KAICHUANGXINPINLEI。

  LAODADADESHIFANGYUZHAN,SHOUZHUZIJIDESHANTOU,LAOERDADESHIJINGONGZHAN,JINGONGLAODADESHANTOU,LAOSANDADESHICHUIZHIJUJIAOZHAN,WOMENCHENGWEIYOUJIZHAN,SHOUZHUZIJIDEXIAOSHANTOU,LAOSIZAIWURENDIDAIJIANGLUO,KAICHUANGZIJIDEXINPINLEI。

  DAJIADOUSHUOYAODAGUANGGAO,DANWOMENCHANGCHANGKANDAO“DINGZHIZHIMEI”ZHILEIDEHENKONGFANDEJUZI,YIGEGUANGGAOYUHAOBUHAOQISHIYOUSANGEPANDUANBIAOZHUN,DIYIGUKERENBUREN;DIERXIAOSHOUYONGBUYONG;DISANDUISHOUHENBUHEN。

  我分享一下家居行业的案例,大家都知道欧派、索菲亚()、尚品宅配()是中国的定制家居三强。欧派擅长做橱柜,那索菲亚说自己擅长什么?索菲亚说做书柜、衣柜、电视柜就找索菲亚,所以索菲亚退回去自己最拿手的行业当中,在一个品类上打通。

  ZHONGGUOJIAJUCHANYEYOU4WANYISHICHANG,DANQUESHAOYOUCHAOGUO1000YIYINGSHOUDEQIYE。YUANYINSHIZHONGGUODEJIAJUQIYEBENZHISHANGSHI2bDE,HAISHIZAIQUDAODUANDEDOUZHENGDANGZHONG,MEIYOUJINRUDAOZHANLINGXIAOFEIZHEXINZHIDEJINGZHENG。

  WEISHENMEKONGDIAOSHICHANGPINPAIJIZHONGDURUCIZHIGAO? XIAOFEIZHEXINZHIRONGLIANGYOUXIAN,TANENGJIDEZHUDEPINPAIYEYOUXIAN,SUOYIWEILAIYIGECHENGSHUDESHICHANGSHIXIANGLONGTOUPINPAIJUJI,ZUIHOUHUICHUXIANPINPAIHONGLI、LONGTOUHONGLI,QIZHONGPINPAIDEHONGLIHUIYUEZOUYUEQIANG。

  DANSHIZAI4000WANRENDANGZHONG,YOUDUOSHAOSHIYUESHOURU5000KUAIYISHANGDEDOUSHIZHULIU,NENGGOUQUZHUANGXIUFANGZIDE? DAGAILVSHI11.9%。 ZHULIURENQUNYIJINGCONGCHUANTONGMEITIZHUANDAOLEWEIBO、WEIXIN、XINWENKEHUDUAN ......ZHEISANDALEIGUANGGAOZHANJULEXIAOFEIZHEZHULIUDESHICHANG。

  KEYONGHUZHENDEZAIKANGUANGGAOMA?WOMENFAXIANXIAOFEIZHEQISHISHIZAIKANNEIRONG,ZAIKANGUANGGAORUHEZUONEIRONG、ZUOGONGGUAN、ZUOHUATI,CHUANGZAOKEYIBEICHUANBODENEIRONGBIANDEFEICHANGZHONGYAO。

  WORENWEIYONGHUMEIYOUXUANZECAISHIGUANGGAOZHUZUIHAODEXUANZE, YONGHUXIANZAITAIDUOXUANZEDEHULIANWANGJIUXIANGYINHEXI,NIYAOTIANMANHULIANWANGSHANGKONGDEZHEIPIANYINXINGXI,TAINANLE。SUOYIWOJUEDEWEILAIDEGUANGGAOMOSHI、MEITIHUANJINGDEJIECHUDIANDAGAIHUIYOULIANGGEFANGXIANG,YIGEJIAO“YONGBAOBIANHUA”,YIGESHI“DUDUIBUBIAN”。

  ZIXUNMOSHIZAIZHOUBIAN,SUOYIDOUDAOSHOUJISHANGQULE,DANZAISHOUJISHANGQIYEYAOZUODESHIQINGSHISHENME?SHIZUONEIRONG、ZUOHUATI、ZUOZHIRU。ZUIHOU,FEICHANGGANXIEDAJIALINGTINGWOGANGCAIDEYIXIEBUYIDINGZHENGQUEDEYIJIAN,XIEXIEDAJIA!

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猎金龙虎榜

2020-12-17
  • 排名 客户 收益金额
  • 1 毛先生 ¥147712
  • 2 史先生 ¥102544
  • 3 陈先生 ¥95100
  • 4 王先生 ¥87226
  • 5 郑先生 ¥81420

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