At present, there are several models for furniture investment, one is “crop transplant” type, and high-end brands love this model. The specific method is to marry domestic strong furniture production brands, independent production and management, and focus on international popular culture and taste. The packaging of home culture, investment and terminal are all high-profile routes.

One is the “empty gloves and white wolf” type. The mid-end brand is more suitable for this model. Most of them adopt the OEM form, and the production link is fully released to the professional manufacturers, and the resource allocation is focused on the marketing team and marketing packaging. We must rely on a comprehensive investment operation system to cover the investment group and gain their trust.

One is the “rice cultivation type”. They invest heavily in the production process, from research and development, production to marketing, investment promotion, and management. They are all kinds of rice cultivation-style investment.

The three models have their own advantages and disadvantages. The first type is high-margin space, but the requirements for brand, operation and marketing are very high. It is difficult for general brands to reach this level.

The second type is small and fast, and the risk is small. However, for marketing and market support requirements are very high, it is vulnerable to OEM brand attacks, and the channel construction will suffer from insufficient production capacity.

The third kind is the most insured operation on the surface. The enterprises are interlocking and the investment is step by step. However, the cost and management level of the enterprise are very high. The long line is easy to cause waste of resources, and the industry is not dedicated. The effect of attracting investment is discounted.

Most of the above three models of the brand investment operation have followed the old routine of the merchants, put some advertisements, leaving the address, telephone and other merchants to come to negotiate, this kind of investment-seeking model has not adapted to the investment in the modern Chinese market economy environment. Market demand has developed, especially for the emerging category of furniture.

Furniture brands should carefully study the investment demand characteristics of the furniture market, deeply understand the investment needs of investors, understand the characteristics of investors (as mentioned in the 'Channel Management' chapter), and develop the interactive experience of ground activities, mainly in the air. Targeted investment promotion strategy supplemented by advertising.

Innovative in the actual operation, the experience marketing, consultancy marketing, emotional marketing and other methods for the perfect integration of application, emphasizing experience interaction, aiming at the heart, providing investment advisory services, in order to achieve the desired goals.

1. Take the initiative to go out and hold a unique interactive investment association

Sending investment projects and entrepreneurial opportunities to the doorstep of investors is the biggest benefit of taking the initiative to go out. It is especially suitable for the growth of brand investment operations, which can effectively solve the problem of investors' convenience in investing.

(1) The teacher is famous, and the name of the meeting is packed.

In the market environment where investment is equivalent to money, if you use the China Merchants Association as the planning name and propaganda name of the event, many investors will stop and the name of the event must be named from the perspective of the investment group. They are related to their interests and points of interest, such as the Entrepreneurship Briefing, the Results Sharing Session, the Brand Investment Conference, and the Custom Furniture Summit.

(2) Careful planning, focus on the top

Every time the interactive investment promotion conference is carefully planned and exquisitely conceived, the details of each link must be carefully crafted to reflect the furniture brand image and vivid interactive features to ensure the expected effect of the event.

In the conference venue, the atmosphere is created, and the exquisite paintings with super-visual impact and unique creativity are designed to hang in the best visual position on both sides of the conference room, with banners and roll-ups, display racks, and The entire venue was elegant, comfortable and comfortable.

More humane planning details can be considered at the tea cup next to each conference table, on the table, with tips for thanking words and investment suggestions, so that the guests can feel the unique brand culture and experience the caring service provided by the brand. The visual communication and accumulation, resulting in brand goodwill and recognition.

Admission of some elegant music can be used to warm up the venue. For example, you can choose the beautiful melodies of internationally renowned violinist Chen Mei as the background music, cleverly match Chen Mei's elegant artistic personality with the brand personality, so that the guests just enter the scene. I realized the elegant brand tonality of the furniture brand, and the guests can rest comfortably with the music after entering the venue, without creating a monotonous and boring feeling.

(3) rigorous process, complement each other

The meeting should select the words of brand investment slogan, interaction and win-win as the general theme. Each advertisement poster repeats the theme in a prominent position to form a three-dimensional, unified and forced visual memory of brand culture activities.

The conference process can be divided into three sections, which are operated by three chapters: market analysis (preheating), success mode (core highlight), and investment analysis (transaction guidance).

The theme of each section is clear, well-connected and gradual, attracting the attention of the guests and the ears, so that they maintain a high level of enthusiasm and freshness from the beginning to the end.

Market analysis is the warm-up phase of investment promotion activities. It can be subdivided into admissions, third-party guest analysis market, speeches, etc. This process is a step-by-step, which aims to show that the market for furniture and custom furniture has broad prospects, and the timing of investment entry is very good, without mentioning the brand name of the organizer and Information to ensure public welfare.

Each theme must be profound and vivid, all in the form of a combination of PPT presentations and impromptu presentations, abandoning the purely report-style speeches of traditional conferences, making the guests look novel and enjoyable.