How to sell whole-house custom furniture? Revealing the latest market trends and marketing strategies in 2023
As consumers' demand for personalized homes increases, the whole-house custom furniture market continues to heat up. This article will analyze the sales methodology of whole-house customized furniture from three dimensions: data, cases and strategies.
1. Hot data on the whole house custom furniture market in 2023
| Ranking | Hot Topics | Search volume (10,000) | Year-on-year growth |
|---|---|---|---|
| 1 | Customized environmentally friendly boards | 28.5 | 45% |
| 2 | Customized whole house in small apartment | 22.1 | 32% |
| 3 | Smart home integrated customization | 18.7 | 68% |
| 4 | New Chinese style customization | 15.3 | 26% |
| 5 | Customized furniture live streaming | 12.9 | 210% |
2. Three core selling points of whole-house custom furniture
1. Maximize space utilization
According to the latest survey by Xiaohongshu, 89% of consumers born in the 1990s regard "space planning capabilities" as the primary criterion for choosing customized furniture. The "special space transformation solution" can be displayed through 3D design software to increase the conversion rate by 40%.
2. New standards for environmental protection and health
According to Douyin data, the topic #Zero Formaldehyde Furniture# has been viewed over 300 million times. It is recommended to be equipped with a formaldehyde detector on-site demonstration during sales and display the ENF-level environmental certification certificate.
3. Smart home integration
Top brands such as Oppein and Sofia have launched smart wardrobes that support Huawei's Hongmeng system, which can realize 15 functions such as lighting control and clothing management, and increase the average customer price by 30-50%.
3. Decomposition of practical sales strategies
| channel | Customer acquisition cost (yuan) | Conversion rate | Order customer price (10,000) |
|---|---|---|---|
| Offline store | 800-1500 | 18% | 8-15 |
| Live streaming goods | 300-600 | 6% | 3-8 |
| Community Marketing | 200-400 | 12% | 5-10 |
| Designer recommendation | 1500-3000 | 35% | 12-25 |
4. Key nodes for customer decision-making
1.Demand awakening phase: Display "house pain point solutions" through Douyin short video, and the delivery accuracy is increased by 50%.
2.Program design stage: Use Cool Home and other tools to produce renderings in 10 minutes, and the conversion rate is increased by 25%.
3.Price negotiation stage: Adopt the "basic package + personalized option" model, shortening the average transaction cycle by 3 days
4.After-sales service stage: Provides 5-year warranty + free on-site maintenance, and the repurchase rate has been increased to 38%.
5. Innovative marketing cases in 2023
1. Sofia and "Dream Transformer" launched the "72-hour Speedy Transformation" event, with a single live broadcast of over 2,000 orders
2. Oppein launched the "AR Live Experience Hall" on JD.com, and users can preview the furniture effect on their mobile phones, which will increase the stay time by 3 times.
3. Shangpin Home Delivery launches "Traditional Furniture Recycling" service, driving secondary consumption to 27%
Summarize:The sales of whole-house customized furniture has entered a new stage of "scenario-based experience + digital tools + ecological services". It is recommended that merchants focus on the three major directions of short video content marketing, intelligent design tool application, and after-sales service system upgrade, and seize the market dividends with an annual growth rate of more than 20%.
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