At present, the marketing strategy commonly used by enterprises is: price war, brand war and culture war. The price war is easy to understand, and it is the most tempting promotion policy. The price war is the least technical, but the most effective way. Brand warfare is a higher level of competition. This is an era of “brand firstâ€, and the influence of the brand cannot be underestimated. The cultural war is the competition of higher realm. To achieve cultural success, non-atmospheric and bold knowledge can not be done.
In the long history of Chinese culture, bamboo culture has always occupied an indispensable position. Since ancient times, Chinese people have a long tradition of loving bamboo, planting bamboo, raising bamboo, and enjoying bamboo. The birth of bamboo has a history of more than 35 million years, much earlier than the origin of human beings. Bamboo plays a major role in the survival and development of human origin and is closely related to people's production and life. Su Dongpo once said, "The eater's bamboo shoots, the bamboo stalker, the bamboo stalker, the bamboo stalker, the bamboo stalker, the bamboo paper of the book, the bamboo shoes of the stalker, can't be said that this is not the case." Bamboo is closely related to people's lives. Bamboo culture has a long history in Chinese history and has influenced generations of Chinese descendants. Therefore, the sales of bamboo homes can play a "cultural card."
Culture is the only way for bamboo home to get out of the dilemma
Many companies try to explore a differentiated development path in the original marketing strategy. However, due to technical and design problems, product homogeneity is serious, and product differentiation is difficult to achieve in the short term. Then, we have to think about such a problem, in addition to meeting the functional needs of consumers, can products meet the deep-seated needs of consumers? From the experience of other mature industries, it is not difficult to see that people love Mercedes-Benz and Gucci The favor of the package, its most direct consumption impact comes from the attraction of culture. Consumers' demand for bamboo household products is no longer solely based on the use of the product itself, but more on the lifestyle and life claims conveyed by the product. Consumers prefer their choices to demonstrate individual taste and value. Therefore, the brand should be injected with cultural elements. Starting from the culture to design products, build brands, and start to create human services from the culture, we can get out of the dilemma of product homogenization and weak marketing in the era of price war.
Bamboo home relies on cultural marketing to have a future
For a physical manufacturing industry, selling products is always the key to a company's ability to survive. All enterprise construction and brand building based on culture will eventually serve sales. Therefore, when the cultural assembly of the bamboo home industry in China blows, the new cultural marketing will surely stand out. For other mature industries, cultural marketing has long been commonplace, but for the Chinese bamboo homes in transition, the promotion and application of cultural marketing models is obviously not enough. Only by abandoning the traditional homogenization price competition and entering a comprehensive culture Marketing, China's bamboo home industry can grasp the future home market. Only by taking the product culture route, China's bamboo homes can embark on the road of sustainable development.
Culture is crucial to shaping the bamboo home brand
China's bamboo resources area and output rank first in the world. About 90% of the world's bamboos have the best performance and the highest utilization value of bamboo. The bamboo plant belongs to the family Bambooaceae of the family Gramineae and is a woody plant. It has a successful afforestation, and the underground stems can be used to whip out bamboo shoots, bamboo, and annual cuts, and to use them continuously without destroying the ecological environment.
At present, there are more than 100 bamboo flooring enterprises in China, mainly distributed in bamboo producing areas such as Zhejiang, Hunan, Fujian, Jiangsu, Jiangxi, Anhui, etc. There are many small enterprises in the bamboo flooring industry, most of which have not yet matured. The brand system, therefore, bamboo flooring has no leading enterprises in China, the industry lacks development momentum, there is no market consumption atmosphere and guidance, leading to the domestic bamboo home industry has been in a downturn in the domestic development. Under the current more cruel market conditions, enterprises that do not have strong industry viability will be accelerated to “wash offâ€. This is a bamboo flooring enterprise with considerable product, capital and resource strength. The great opportunity for a strong brand, of course, is that our bamboo companies can't wait for opportunities and take the initiative to win "brand opportunities." The role of culture is crucial in shaping the brand.
Brands can be better recognized through culture. Nowadays, people pay more and more attention to the quality of home life, and consumer demand has also increased. Since the hearts of Chinese people have always had a bamboo culture complex, cultural marketing has just met people's high-level psychological needs. The main consumers of bamboo products are white-collar workers and cultural elites. For these consumers, bamboo household products are not only furnishings, but also a certain degree of identity, and can better match their lives.
Today, in the green economy and the era of the times, the establishment of bamboo product brands is inseparable from the involvement of culture. To promote bamboo culture is to make good use of the natural value of bamboo, to absorb the spiritual value of bamboo, to enhance the ecological value of bamboo, and to make bamboo an inexhaustible valuable wealth, so that bamboo culture is continuously passed down and developed through the brand effect.
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