Furniture brand is active in micro-platform micro-blog marketing expansion terminal channel

The decoration information is vast and complicated, and the home brand is dazzling. It is the consumer demand of many people to master the latest developments of all brands without leaving home. Today, Weibo is one of the most popular network communication tools, and has gradually become a customer service platform for furniture products, even a sales platform. Every Weibo "fan" is a potential consumer. With the increasing popularity of Weibo interaction, more furniture brands have begun to set up camp on Weibo, and a microblogging marketing war facing the end customers is slowly opening.

The furniture brand is active on the “micro” platform

“The Appraisal Talent Challenge” Qumei Dali sofa is a one-dollar auction. Can anyone who estimates the final transaction price? Try it, pay attention to Weibo, and reply, you will get ipad2 or itouch4.” On the official Weibo of Qumei Furniture, this latest event news has received attention and forwarding from thousands of fans.

In the Weibo platform, the search for “furniture” as a key word, Qumei Furniture, Meikemeijia, Gujia Home, Dynasty Furniture, Yazhen Home, and more children's furniture brands will come into view. “The microblog content of the furniture brand is nothing more than some trendy decoration design, activity dynamics, brand display, and life emotional tips edited to increase click-through rate. Through the power of fans, not only the advertising costs are saved, but also the Huge amount of communication. The immediacy of Weibo marketing also saves a lot of time and cost.” Wang Xiaofeng, chairman of Fengshang International Brand Chain, believes.

After a microblog is sent, the gradual fission effect is astounding in the constant “@” and forwarding. The spread of a fan is likely to bring 10 fans to forward and 100 fans to watch. In the first half of this year, Red Star Macalline Outlet Store launched the “Weibo Fighting 1 Yuan Famous Product” activity and became one of the samples of “microblog marketing” in Xi'an Home Furnishing.

Interactive activities attract potential customers

People who pay close attention to Weibo can easily find the fact that the influence of furniture brands is equally divided, but the efficiency of interaction between comment and forwarding is completely the concept of two heavens. "Weibo is a window, but it is not the scenery itself. If you just talk to yourself, it is just a one-way communication. If you don't achieve the purpose of interaction, you can't talk about marketing. It is inevitable to become a chicken." Regional Director Zhu Yonghui believes.

On the microblog of a solid wood home brand, the reporter saw a lot of slogans such as “100% pure solid wood manufacturing”, and some dry product display, not only the graphics and boring, but also the propaganda traces are too obvious. “The purpose of focusing on furniture brands on Weibo is to be able to interact, get the latest promotions, and be worthy of participation. If you see some advertisements posted and forwarded every day, it will be of no use to my home decoration.” Lu Shanshan It is an authentic microblogging control.

On the contrary, if you know how to use Weibo to communicate with potential customers, it is easier to produce good interaction effects. For example, members who like to give the double 12 people a snap, offer travel membership cards and coupons with a total price of more than 8 million; All-Friends Home launches the "You send me a blessing" gift on Weibo, with the New Year Panda Gift packages and cash coupons to attract consumer participation. If the content of Weibo itself is a highly interactive event message, and the “fans” are profitable, they can get hundreds of thousands of people to forward and pay attention, so that the propaganda effect will grow geometrically.

Weibo Marketing Expands Terminal Channels

In addition to the contagion effect of the property market regulation policy, next year's furniture market will face a series of difficulties such as rising raw materials prices, high management costs, and high rents. Li Yulin, secretary-general of the Shaanxi Provincial Furniture Association, commented: "In the face of such a market background, the company's active marketing awareness is very important. Together with the rapid expansion of the furniture retail industry in Xi'an in recent years, it is estimated that the total sales area of ​​the city's furniture is already 1.5 million. Around the square meter, the market is becoming more saturated, which will inevitably lead to more intense competition. It is the key to intensive product quality and quality control."

Adding to the marketing model has become one of the outlets for many brands to actively explore in the tide of price increases. The emergence of the Weibo marketing platform provides a timely and more open communication channel for the terminal. However, due to low cost and easy publicity, it is inevitable that there will be some information that is too complicated to identify true and false. Therefore, the premise of Weibo propaganda is real, otherwise it will become another version of the Da Vinci incident.