Sina Household understands through interviews that as low-carbon and environmental protection have become global topics, the Chinese home furnishing industry, as a part of the close connection with consumers' daily life and consumption, major furniture companies and related plate alliances have launched the theme of "environmental protection" Marketing campaign. In addition, as the consumer market environment matures, the environmental protection concepts and related products of brand companies have also become one of the biggest highlights of the home furnishing market in 2010.
The launch of free testing activities heralds the upgrading of the environmental marketing of the Odersen Sheet Alliance
The furniture consumer market has entered a mature period
It is understood that with the gradual maturity of consumer spending power and consumption mentality, and the furniture market has initially formed a part of enterprises with considerable brand awareness, the marketing behavior of furniture companies has gradually moved from concept-side marketing to product-side marketing.
"Most consumers buy furniture very professionally now. Buying panel furniture will ask what kind of plate is used, and the degree of environmental protection will become a key factor in whether they place orders." Zhang Fucai, general manager of Qiang Furniture, believes that the mature consumer market will result in products It is the core competitiveness of an enterprise.
In 2008, in order to create high-end environmentally friendly sheet furniture and seize the high-end furniture market, Beijing's strong, Eastern Parkson, Nettle, and Green Island formed an alliance, which jointly caused German environmental protection sheet to be used in the production of domestic high-end panel furniture. At the end of 2009, Top 100 Furniture officially joined the European Union, which further strengthened the strength of the alliance based on the plate. At this event, another brand in Beijing-Ou Jia. Luni also officially announced that it will join the Odson Alliance. These six brands will promote free testing activities nationwide.
According to Sina.com, the main point of the free testing activity launched by the Odersen Alliance is to promise that Odersen sheet is 100% imported from Europe and is a professional furniture sheet that meets the highest F4 star and highest environmental standards in the world. Consumers can go to the National Quality Supervision and Inspection Center for Wood-based Panels, Wood and Bamboo Products, and the National Quality Supervision and Inspection Center for Furniture and Indoor Environmental Quality Supervision and Inspection Center with the "Odersen Free Test Card" and "Product Purchase Contract Form". "Formaldehyde emission" testing, and promised "no charge for testing, ten times a fake compensation".
"Promoting environmental protection upgrading of the industry and purifying the market environment requires not only the guidance of the association, but also the joint promotion of industry representatives." Ye Kelin, vice chairman of the China Forest Products Industry Association and director of the Institute of Wood Industry of the Chinese Academy of Forestry, said that if home furnishing companies It is undoubtedly the most powerful means to promote the environmental protection circular economy by closely combining the environmental protection concept with the market consumer.
Zhang Bingbing, secretary general of the China Furniture Association pointed out that although the Chinese furniture industry has a huge market capacity, but there are many SMEs, the overall market needs to be further regulated, especially environmental protection, health, etc. are closely related to consumers, so more industry representatives are jointly advocating brands The use of environmentally friendly materials can guide the entire industry into the general trend of environmental protection development.
Plate Alliance Environmental Marketing Re-upgraded
"Give consumers a firm reason to consume and give customers a clear definition." In the view of Chen Xiaotai, general manager of Top 100 Furniture, the current environmental protection propaganda in the furniture market is confusing, and consumers have a very high degree of environmental protection for various materials. It is difficult to define, so the free testing campaign launched by the Odersen Alliance is to provide consumers with the most credible guarantee.
Zhang Fucai, general manager of Qiangli Furniture, said that the Odersen Union has been established for more than two years. Since the alliance enterprises jointly introduced German environmental protection plates, Odersen ’s environmental protection concept has formed a certain climate throughout the country. Testing activities are conducive to the further development of the alliance.
"Odersen will consider absorbing more excellent brands to join the alliance, not just companies in Beijing, but will focus on the country." Lin Gaobao, general manager of Green Island Furniture, said that the brand has a good reputation and the product is environmentally friendly High is the main condition to be able to join Odson.
Sina Furniture learned that the current marketing efforts of the Beijing furniture industry on environmentally friendly plates have been upgraded year by year, forming several large plate alliances and gathering a number of important representative brands. "Beijing furniture companies dare to use good materials and are willing to spend money on environmental protection publicity, so the environmental protection products of Beijing furniture companies are going to the whole country with the expansion of the opening of the national home and Red Star Macalline." Secretary of the Beijing Market Association Home Branch Long Liu Chen said.
"Beijing furniture companies are developing rapidly, especially in environmental protection, creating a welcome situation." In the view of Yu Xiusu, executive chairman and secretary-general of Beijing Furniture Association, several plate alliances have successively upgraded environmental marketing to indicate that furniture companies have all Be pragmatic, pay attention to environmental protection and really start from the source.
In addition, Yu Xiusu said that the establishment and development of several major alliances that use high-end environmentally friendly imported plates as a link will help to improve the overall quality of Chinese furniture products on the one hand, and will also help expand the capacity of imported plates in the Chinese market. So as to lower prices, the most important thing is to benefit consumers more.
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