设计师订单、外贸出口、招商开店…这个家居品牌做对了什么？
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/85d15370ea784ef8a5ccdd37638f51a9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724040118&x-signature=p6YFRiOgY8SUqEAvOB6JkHOS9gU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020年，<span style="color: black;">由于</span>众所周知的<span style="color: black;">原由</span>，<span style="color: black;">非常多</span>家居企业的日子都<span style="color: black;">欠好</span>过。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">然则</span><span style="color: black;">针对</span>成立未满一年的钦航家居来讲，却是一个实实在在的丰收之年。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">初生牛犊不怕虎。钦航今年首次参加上海家具展，与<span style="color: black;">许多</span>国内一线家居大牌同台竞技，却<span style="color: black;">亦</span>丝毫不露怯意，凭借气质出众的原创家居设计和展厅呈现，从一开幕就吸引了众多专业观众和设计师。</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">钦航家居展厅·时光系列新品·2020年上海家具展</p>
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<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/2834e1265b364182af8a0d960522e863~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724040118&x-signature=AcjzWgnaSpOYQIIjfxG%2FBgYKXJ4%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">时光系列新品</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>，<span style="color: black;">经过</span>上海家具展以及其官方线上采购平台——家具在线采购通，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">钦航在设计师订单转化、外贸出口、招商开店等方面实现了“大丰收”。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">钦航做对了什么？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">寻找<span style="color: black;">目的</span>用户</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">钦航是2019年成立的新品牌，来自“中国家具之都”佛山并<span style="color: black;">持有</span>自建工厂，却不满足于中国制造。在钦航<span style="color: black;">青年</span>的85后创始人兼首席设计师Allen Zhang看来，这是属于上一代佛山家具人的荣光和财富<span style="color: black;">秘码</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/725ce481ec5e42719ae5f5626beb697b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724040118&x-signature=CgpJ71dYSUMXGcZyyF6lZFUvcco%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">钦航创始人兼首席设计师Allen Zhang</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">时代在变化，中国家具产业正在摆脱中国制造的标签，向中国设计和中国品牌迈进。依托母<span style="color: black;">机构</span>“13年外贸出口经验，年出口额最高<span style="color: black;">达到</span>10亿”的丰厚家底，设计师出身的Allen Zhang<span style="color: black;">期盼</span>钦航能够走出一条属于自己的发展之路——</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">主打原创设计，定位中高端市场、塑造有辨识度的家居品牌</span></span></strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a0ccf3ceb3cb424f8164102f848d882f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724040118&x-signature=7c9lc5i%2FVb3NkC7pZQjIgeIOZEA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然而，<span style="color: black;">针对</span>一个新品牌来讲，想要<span style="color: black;">快速</span>打开市场，并非易事。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">首要</span><span style="color: black;">必须</span><span style="color: black;">处理</span>的棘手问题<span style="color: black;">便是</span>：<span style="color: black;">怎样</span>找到<span style="color: black;">目的</span>用户？</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">钦航的做法是：参加上海家具展，</span></span></strong><span style="color: black;"><span style="color: black;">由于</span><span style="color: black;">这儿</span>每年都会聚集来自<span style="color: black;">全世界</span>各地，数十万<span style="color: black;">包含</span>专业买家在内的行业<span style="color: black;">精细</span>消费者，是<span style="color: black;">帮忙</span>新品牌脱颖而出的上佳“秀场”。</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">钦航家居展厅·2020年上海家具展</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">钦航无疑是幸运的。不仅凭借过硬的实力拿到了上海家具展一位难求的设计馆展位，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">更恰逢展会提出新战略——展网融合新生态，线上线下新零售，<span style="color: black;">因此呢</span>享受到了家具在线采购通的线上流量红利。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">家具在线采购通于2019年正式上线，是上海家具展寄予厚望、<span style="color: black;">不吝</span>重金打造的线上优选采购平台。家具在线采购通小程序商城入驻供应链企业<span style="color: black;">已然</span>超过500家，<span style="color: black;">制品</span>数量10000+，<span style="color: black;">重点</span>为专业买家<span style="color: black;">供给</span>除了线下5天展会以外的在线对接及小批量采购。<span style="color: black;">日前</span>，家具在线采购通平台累计<span style="color: black;">拜访</span>人数达606万人，每周询盘量近300条。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">尤其</span>值得一提的是，在私域流量的价值越发凸显的当下，家具在线采购通还组建了</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">上百个<span style="color: black;">微X</span>社群，社群人数超过2万人，其中专业买家占比接近100%。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">寓意</span>着，家具在线采购通<span style="color: black;">持有</span>一个极其<span style="color: black;">宝贵</span>的</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">私域流量池</span></span></strong><span style="color: black;">，<span style="color: black;">由于</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">全是<span style="color: black;">精细</span>用户，并且<span style="color: black;">能够</span>即时、零距离反复触达，转化效率相当高。</span></span></strong><span style="color: black;">而这恰恰是在“获客难”的行业<span style="color: black;">状况</span>下，任何一个家居企业都梦寐以求的。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b3968914c04b4b3c92a3dd360b9b17c8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724040118&x-signature=hFFOweGp1f65TE9maQFxTvXyxAk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>一个新成立的、愿意尝试新事物的<span style="color: black;">青年</span>品牌，钦航看到了家具在线采购通社群独一无二的<span style="color: black;">优良</span>，并抓住了机会。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">玩转垂直+私域流量</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">家具在线采购通的卖家运营小艾还记得<span style="color: black;">第1</span>次在社群推广钦航家居的情形。那是今年6月份，群里有人求购带有马鞍皮元素的家具，她马上想到<span style="color: black;">近期</span>刚上线的一家新品牌有<span style="color: black;">关联</span><span style="color: black;">制品</span>，而这个新品牌正是钦航家居。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3aae371b7a89480f997f4784edfbe484~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724040118&x-signature=VfVIn16maHSqBvwhum7OTtGhY8E%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">意式小圆几·马鞍皮</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">钦航家居之<span style="color: black;">因此</span>令小艾的<span style="color: black;">第1</span>印象非常深刻，是<span style="color: black;">由于</span>其线上店铺的<span style="color: black;">照片</span>拍得非常精美，<span style="color: black;">制品</span>看起来有设计感，质感<span style="color: black;">亦</span>好。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">之后，小艾联系了钦航的工作人员，<span style="color: black;">期盼</span>能有更<span style="color: black;">仔细</span>的<span style="color: black;">制品</span>图册和清晰完整的报价体系。钦航收到需求后，不仅马上<span style="color: black;">供给</span>之，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">还主动<span style="color: black;">暗示</span>“<span style="color: black;">咱们</span>的<span style="color: black;">营销</span>模式比较灵活，设计师的小批量订单<span style="color: black;">亦</span>愿意接。”</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">认同线上营销、<span style="color: black;">照片</span>好看，<span style="color: black;">制品</span>是原创设计，<span style="color: black;">营销</span>模式灵活、<span style="color: black;">注重</span>用户体验，</span></span></strong><span style="color: black;">在小艾看来，钦航正是家具在线采购通平台想要的那种<span style="color: black;">优秀</span>供应链企业。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p6-sign.toutiaoimg.com/pgc-image/504cf448f6c94dbb8cc305e9bd42ffaa~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724040118&x-signature=wVv05Hp18i1gCr9%2FwU7fh0C3SF4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">双方的合作很顺畅，效果当然就不会差。2020年6-11月，不到半年时间，钦航就<span style="color: black;">经过</span>家具在线采购通收获了亮眼的成绩单：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1</span></span>售出近45款商品，设计师买家占比60%，最大一笔订单成交额超过30万，累计<span style="color: black;">营销</span>额超200万（人民币）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2</span></span>顺利与一家印度贸易商<span style="color: black;">创立</span>合作关系，首单出柜金额达4万8千美金</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3</span></span>累计收获海内外285条<span style="color: black;">精细</span>B端和P端买家的有效询盘</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">4</span></span><span style="color: black;">制品</span>触达5,000多名国内软装设计师和设计<span style="color: black;">机构</span>、室内设计师、装修设计<span style="color: black;">机构</span>等</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">5</span></span>海外市场收获来自印度、英国、韩国、立陶宛、比利时、荷兰的贸易商咨询合作，大部分<span style="color: black;">已然</span>在洽谈合作的中后期</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尽管认为线上是不可逆转的趋势，但这份成绩单还是有点出乎钦航家居市场总监李先生的意料之外，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">“之前<span style="color: black;">亦</span>在抖音做过投放，几乎没什么效果。<span style="color: black;">此刻</span>看来，还是像家具在线采购通<span style="color: black;">这般</span><span style="color: black;">持有</span><span style="color: black;">精细</span>买家的垂直平台比较<span style="color: black;">可靠</span>。”</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">线上线下联动</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">依赖线下体验和交付，<span style="color: black;">尤其</span>是<span style="color: black;">针对</span>高客单价的大件家具商品，买家<span style="color: black;">常常</span>不会轻易在线上下单。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">怎样</span>让线上专业买家来线下真实体验<span style="color: black;">制品</span>和设计，<span style="color: black;">作为</span>钦航家居和“家具在线采购通”的<span style="color: black;">一起</span>考验。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为此，在上海家具展开展前<span style="color: black;">一月</span>，家具在线采购通团队重新为钦航制定了</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">以线下展会为核心</span></span></strong><span style="color: black;">的营销策略，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">从聚焦线<span style="color: black;">提升</span>级为“线上线下联动”，涵盖展前、展中、展后3个完整的推广周期。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">展前</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">广范围高频率预热品牌，预热<span style="color: black;">途径</span><span style="color: black;">包含</span>上海家具展和家具在线官微、家具在线采购通社群点对点分享等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">展中</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">现场活动打卡引流</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b6f53ad7de5547e48cd004de94297a01~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1724040118&x-signature=wIjF4hVtU7JIIlsw%2FI2au2xAkX0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">展后</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">趁热度未过，再次进行线上触达</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而钦航家居对<span style="color: black;">第1</span>次参加上海家具展的效果<span style="color: black;">亦</span>很满意——</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">5天时间收获了近万名专业买家，其中有1/3来自家具在线采购通的线上引流。<span style="color: black;">由于</span>现场对<span style="color: black;">制品</span>的体验良好，展会结束后，钦航在家具在线采购通的线上订单转化率<span style="color: black;">亦</span>有了<span style="color: black;">显著</span><span style="color: black;">提高</span>。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">经过</span>家具在线采购通，钦航在短短5个月内找到了<span style="color: black;">长时间</span>稳定，友好合作的<span style="color: black;">商场</span>伙伴。<span style="color: black;">由于</span>家具在线采购通团队的<span style="color: black;">有效</span>服务，<span style="color: black;">咱们</span><span style="color: black;">亦</span>更加信任上海家具展和这个线上采购平台。我对钦航<span style="color: black;">特别有</span><span style="color: black;">自信心</span>，对家具在线采购通<span style="color: black;">亦</span><span style="color: black;">特别有</span><span style="color: black;">自信心</span>，相信双方在今后<span style="color: black;">必定</span>会有更深的合作，更大的共赢。”Allen Zhang<span style="color: black;">这般</span>说道。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文系家具在线原创文</p>
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