After the brand image, economic strength, and social responsibility, the word of mouth among consumers has become the standard for judging the quality of the brand. On November 2nd, at the launching ceremony of “2011 China Household Consumption Word of Mouth List†hosted by China Household Industry Research Institute, Ruibowen Decoration, Totem Baojia Cabinet, Industry Peak Decoration, Matsushita Electric and other selected companies The representatives agreed that in the market environment where counterfeiting is prevalent and products are homogenized, good word of mouth is the key to helping brands stand out, especially online word of mouth.
"Word of the word list" selection started
Word of mouth, in the interpretation of "Ci Hai" is "a metaphor for the praise of the population", the implication is that it is based on the oral communication between people, with great influence and communication. On November 2nd, in the face of the China Household Industry Research Institute and Sina Home, the “2011 China Household Consumption Word of Mouth List†was launched. The industry's peak decoration, Totem Baojia cabinet, Matsushita Electric Works, Tsinghua Sunshine Solar and so on. Enterprises that have passed through the sea have not dared to neglect and have gone to help out.
The theme of this year's "China Household Consumption Word of Mouth List" is "Word of mouth and harmonious consumption, network people's heart, cohesive strength", aiming to use the Internet platform to select a group of exemplary enterprises that value the reputation of the people. Take them as role models and call on home practitioners to learn from them, while letting real good brands and good companies understand consumers. The overall selection is divided into three stages: sea election, re-election, and gold award selection. The sea election phase, in which the netizens voted, has ended. It has now entered the re-election stage, and the results of the re-election will be announced on the 31st of this month.
"Today, consumers' concept of household consumption is becoming more and more mature. There are more and more furniture and building materials and products on the market. Among them, there are countless companies that pledge to be brands and brand names, but what is the real brand? First of all, there must be a good reputation.†At the launching ceremony, Wendong, the general manager of Sina Home, one of the organizers, screamed that in the era of rapid information dissemination, in the context of endless stream of Internet products such as Weibo and forums, a product, The quality of a brand can be spread by word of mouth and quickly become familiar to strangers and even more people, so without a good reputation, it is not a good brand.
Enterprises strive to "good reputation"
Good word of mouth can form a good brand. Many home furnishing companies are aware of this. In the first three quarters of this year, the performance of the Beijing market increased by 42% compared with last year, and the word-of-mouth effect of word-of-mouth has been deeply understood.
“60% of our customers are brought by friends or friends.†Shi Shifeng, deputy director of the Industry's Peak Decoration Operations Management Center, told reporters that this data is inspired by the company. If there is a customer who does not have good service, it may be Will tell this kind of uncomfortable friends, and then influence the judgment of a bunch of people on the peak of the industry.
"The wine is not afraid of the deep alley", Wu Zhenyi, chairman of Tsinghua Sunshine Solar, often puts this sentence on his lips. He believes that the power of word-of-mouth communication is hidden behind this sentence. "A mellow wine, as long as one person has ever drunk and feels good to drink, will tell more people in ten or ten passes, and the alley is deep and someone is looking for it. This is a good reputation." Wu Zhen's pair of candidates in the election The introduction of the company, the homogenization of products in the solar industry is very serious, tearing off the label everyone's products are the same, in this case the consumer's word of mouth is far more important than advertising.
Xing Honglei, deputy general manager of Ruibowen Decoration, believes that the golden monument is not as good as the consumer's reputation, so it is better to improve its quality. As a home improvement company, regardless of the model of the renovation program, the quality of the home improvement project, if not done, talk about word of mouth is empty talk, on the brand is nonsense.
Network helps word of mouth communication
Aware of the importance of word-of-mouth, some home-based companies that are proactive in their efforts have begun to seek multiple channels to help get a good reputation, and to pass on the information that “products are easy to use and services are in placeâ€. Weibo, forums and other Internet products that have emerged in recent years have entered the enterprise. In the eyes, the Internet has become a breakthrough for companies to gain a good reputation.
Bolognese home, canoe decoration, iconic floor, Ruijia floor, TATA wooden door... these are not just the brand name of the company, but also the name of Weibo. Logging in to Sina Weibo, the reporter found that there are quite a few users registered under the brand name of the company. Most of the blog posts they send are promoting the business management and service concept of the company. If there are netizens who are dissatisfied with a certain service of the company, they immediately have a message to contact them and solve the problem. For example, at the end of October, a netizen complained to “Wan Jia Deng Zhang Rongrong†that one of the Wanjia Lights merchants had a bad attitude towards the cherry blossom ceiling. Zhang Yourong, the chairman of the Wanjia Lights, immediately sent a staff member to see the comments and obtained the appreciation of the netizen. “Serving customers, helping customers, understanding customers, and tens of thousands of lights will definitely retain customers!â€
For the reputation of the Internet, Yu Shifeng revealed that there is an experience in the industry peak that is worth learning from the peers. It is to put the successful decoration case on the Internet through video, so that the staff and consumers of all branches in the country can see it. "Hundreds of smells are not as good as one. Through the online video, the service of the industry peak can be more familiar."
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