Strategic path of green marketing in furniture enterprises

Marketing master Philip in its "chaotic era of management and marketing" book, the environmental issues as the increase in enterprise risk, triggering a chaotic era of the seven major determinants. He pointed out that people and enterprises should be more responsible for consumption and investment, consciously protect the environment, save resources, the "Green movement" the scope of the impact of more and more extensive, more and more influential, difficult to deal with environmental problems, will aggravate the enterprise risk. Whether it is on the domestic market repeatedly exposed formaldehyde over the issue, or export markets in Europe and America strict green standards, for Chinese furniture enterprises, green marketing should not just a slogan, but also a strategic choice.

Technology Innovation Guarantee Green products

February 2011, the domestic well-known flooring brand letter floor due to suspected formaldehyde exceeded the excessive and plunged into a huge public relations crisis, although the final test results show that only a very small number of the floor of the products have formaldehyde problem, but the anxin floor of the corporate reputation and sales has been hit. Public opinion on the anxin floor so concerned about and distrust is not accidental, according to media reports, in recent years AQSIQ and local Quality Supervision department issued the quality of furniture products inspection data, furniture products, the qualified rate of long-term hovering around 70%, and the quality of the furniture is mainly concentrated in the release of formaldehyde exceeded. Furniture, building materials and other products and people's daily life is closely related, if the furniture products appear formaldehyde will directly endanger the health of consumers, so its quality and safety and food safety has been a concern, consumers on its almost 0 tolerance.

Due to technological and technical limitations, in the production of furniture in the process of the need for a large number of adhesives, paint, such as the general presence of formaldehyde, although through technical means can be minimized, but because of the furniture business cohabitation, the industry concentration is not high, the furniture formaldehyde exceeding the problem is quite common, which to a large extent affect the consumer trust

In recent years, there are formaldehyde-free adhesives, water-based paint and other chemical raw materials products, but also the introduction of formaldehyde-free furniture and building materials products, although the industry can really do without formaldehyde doubt, but I think, through technological innovation to improve materials and processes to maximize the elimination of formaldehyde is entirely possible, The efforts of relevant enterprises should be supported and affirmed. As an enterprise, since it may ensure that the publicity and the actual agreement, if only the "green" "Environmental protection" as a publicity stunt that sooner or later will be abandoned by the market.

In the technical innovation aspect, DuPont's case is worth the furniture enterprise to draw lessons from. DuPont has been notorious for a long time in the past for serious environmental pollution. Although the enterprise because of nylon, Teflon and many other petrochemical fiber inventions and applications, changed human life, but also because the listing of CFCs into the ozone hole killer. However, DuPont is now a major driving member of the US climate action partner, and DuPont has launched several products to reverse environmental damage. Through technological innovation, DuPont has turned its business from notoriety to a star enterprise that is committed to environmental protection, and is undoubtedly a successful model of green marketing through technological innovation.

Design and substitution of materials to reduce reliance on natural resources

Because of historical and cultural reasons, people have been pro-lai solid wood furniture, solid wood as a representative of quality, but from the sustainable development and green marketing perspective, furniture should reduce the dependence on natural resources. In fact, although the market now claims that a lot of solid wood furniture products, but the real solid wood products are not many, a person in the industry told the author of the current market of solid wood furniture cohabitation, real wood is less than 70%. With the degradation of the forest, wood resources will be less and less, to reduce dependence on natural resources, to seek more environmentally friendly alternative materials is the general trend.

And the search for alternative materials is not difficult, such as density board in Europe and the United States high-end home area has been widely used, and the density plate is renewable resources, density board plus wood is a good substitute for solid wood furniture. Therefore, the key is whether the furniture enterprises can have a long-term vision, the courage to do the first crab-eating people. Previously, Trimebutine furniture in the company issued a "Low-carbon strategy" also stressed that "in the design of raw materials on the use, we always adhere to less is a lot of design principles, as far as possible to reduce the use of natural materials to the sustainable use of products to achieve green environmental protection." "The beautiful action is worth affirming.

For furniture, raw materials are only one aspect, design and brand is equally important, domestic furniture enterprises too much emphasis on natural materials, in fact, also exposed in these areas of deficiencies, domestic enterprises should strengthen the design of innovation, through the brand to increase value-added brand, while the use of more modern and environmentally friendly materials to replace solid wood, forming its own characteristics. believe that with the development of green trend, the market of solid wood furniture will gradually shrink.

Two-way communication to create green brand

Create consumer brand is the current furniture industry hotspot, but also the future trend. For a long time, furniture enterprises to do the brand basically rely on STAR endorsement plus advertising mode, lack of personality and in-depth brand interpretation, especially when the celebrity endorsement is abused, the effect of the greatly discounted. Furniture Enterprises should explore more diversified ways of brand communication.

The so-called two-way communication refers to the importance of interaction with consumers in the dissemination, to maintain openness and transparency, so that the dissemination of more credible and more easily acceptable to consumers. Specifically speaking, through a series of open public relations activities, so that consumers, media and enterprises to contact widely, to understand the production and sales of the green operating procedures and systems, establish the green image of enterprises, for green marketing to establish a broad social foundation. In the dissemination to avoid the self-styled, but focus on through the media, industry associations, research departments and other Third-party agencies to communicate through their authoritative information. Through the new media platform such as Weibo, it is also a good choice to strengthen the interaction with consumers. In addition, enterprises should be more involved and support, environmental protection of public welfare activities, through practical action, more interpretation of corporate green brand image.

Toyota's success in the U.S. market is a classic case of green marketing, based on hybrid technology, and because consumers are not familiar with new technologies, the Prius has built its own web site and will segment its customers and spread them separately, such as new technologies that are sensitive to new technologies To promote the low emissions of automobiles to people with strong environmental awareness, and to promote fuel economy for those who focus on fuel economy and maintenance costs. At the same time, Toyota also through the website in various ways to estimate the user to create content, participate in interaction, Toyota through a two-year effort to develop dialogue with consumers, the result attracted more than 40,000 interested consumers, the Prius has become a very successful Toyota's products, the global sales of more than 1 million units. Communicating with different consumers and encouraging users to participate and create content is key to the success of the Toyota Prius Green Marketing.

Overall, green marketing is a systematic project, involving the production and operation of enterprises and sales in all aspects, such as green design, green production, green packaging, green signs, green prices, green channels, green promotions, different enterprises are not the same specific practices. In the early stage of the brand furniture enterprises, it is not appropriate to copy the set, should be combined with their own characteristics, selective to carry out. In the short run, green marketing will increase the cost of enterprises, the original production and management of furniture enterprises bring challenges, but in the long run, environmental protection and sustainable development is the inevitable trend of social development, green marketing will bring greater development opportunities. Conversely, if the reverse trend and move, it will inevitably be eliminated by the Times of Doom.