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Furniture Marketing Strategy in China
- 1. HOW TO LAUNCH A FURNITURE COMPANY IN CHINA?
- 3. BETTER LIVING CONDITIONS People are more and more willing to invest in home decoration. THE SALES VALUE GREW UP at an average annual rate of 41%. CHINA IMPORTED FURNITURE Valued at 2.57 billion USD in 2013, increased with 10.11% compared with previous year. MARKET TRENDS
- 4. The imported furniture products are mainly mid-high class furniture. Good products that satisfy the local customers are a must. The purchase decisions are heavily influenced by price. The market for furniture and home decoration is still limited to the main cities of China: Beijing, Shanghai, Shenzhen, Guangzhou, Hangzhou and some coastal cities. The more the economy developed, the more consumers accept the western style furniture. Copyright is not well protected in China, especially in the sector of furniture. MARKET TRENDS
- 5. ENVIRONMENTAL FRIENDLY DIFFERENT DESIGN MATERIALS STYLE DIVERSIFICATIONS OFFICE FURNITURES LUXURY 6 CONSUMPTION TRENDS
- 6. BENCHMARK
- 7. MAIN ORIGINAL COUNTRIES OF THE IMPORTED FURNITURE Italy, France, US, Germany, Spain, GB, Denmark, Japan SOME BRANDS At the moment, at least more than 100 imported brands of furniture are being sold in China, among others: Calligaris, Caliaitalia, Natuzzi, Armani, Versace, Lamborghini, Fendi, Cappelletti, Oak, Kenzo, Provasi, Tarocco… COMPETITION BENCHMARK
- 10. THEY BUY IN STORES PEOPLE ARE INFLUENCED BY SOCIAL MEDIAS AND BY LIFESTYLE MAGAZINES THEY SEARCH ONLINE, BY USING KEYWORDS PATH PURCHASE
- 11. People are looking for information online but they need to see the products before buying it Lots of competitors Price is the main factor in the buying process Importance of design and materials SYNTHESIS
- 12. How to raise your brand awareness and your visibility through digital tools? CHALLENGE
- 13. THE CHINESE MARKET IS THE MOST COMPETITIVE OF THE WORLD. YOU NEED TO ADAPT YOUR STRATEGY IN ORDER TO MAKE YOUR BRAND STAND OUT.
- 15. Chinese customers are all about social media. They will evaluate your brand and products depending on your content, other users feedback, their KOL thoughts etc. WeChat and Weibo are the current most popular social networks in China, build your marketing strategy around these. WECHAT Design and launch your website’s WeChat account, animate and promote the account by using KOL (Key Opinion Leader) to repost content. Write and publish relevant content. WEIBO Open a Weibo account with a specific design to your brand (graphic design in accordance with the corporate identity). Write and publish relevant content. PLAY WITH SOCIAL MEDIA
- 16. WORK ON SEO & SEM Work on your visibility on chinese search engine Baidu Use Baidu ads to increase your ranking on search engine page results Work on SEO by targetting specific keywords (relevant to your business) You have to raise your brand awareness by working on SEO and publishing content regularly before implementing on E-Commerce platform!
- 17. LAUNCH ON E-COMMERCE PLATFORM DIFFERENT PLATFORMS You will have to choose between different platform, among other : Tmall, Jindong (leaders of e-commerce in China) but you can also choose to create a shop on WeChat. COMBINE After launching your shop, keep your social media alive, engage your community, work with KOL to make your customer base grow!
- 18. YOU NEED AN AGENCY TO HELP YOU LAUNCH YOUR BUSINESS IN CHINA ? CONTACT THE GMA, WE ARE SPECIALIZED IN DIGITAL MARKETING IN CHINA
Editor's Notes
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