Who is enjoying the marketing of the home furnishing industry?

Recently, Weibo, CEO of Cai Ming Kebao Boloni, posted a group of pictures promoting his new book, which attracted many people to watch. In the photo, Cai Ming is holding a dead model and writing on the nude with a brush in his right hand. Many netizens followed the post, calling it "large scale", "a little crazy", "I don't understand its meaning" and "bad customs". Soon after, this Weibo has been deleted.

In fact, for the promotion and marketing of a book, it is common to use beautiful women to earn eyeballs. However, in the home furnishing industry, such bold publicity is still amazing, causing people to think about vulgar marketing in the home furnishing industry.

The beauty economy has become a "naked woman economy"

The enduring beauty economy has made the home furnishing industry keep up with this trend. The trend of models at the exhibition is optimistic all the way, from Shanghai furniture exhibition to Guangdong furniture exhibition, from one to two to the whole row, from international to domestic, the beauty economy emerges one after another. When people have seen enough beautiful women, they will change their designs, such as nudity, which will always attract some attention regardless of whether it is aesthetically pleasing or not. People are used to the car models at the auto show becoming more and more out of place, and naked car models have appeared recently.

From beauty economy to naked woman economy, it only takes time to take off a dress. In 2008, nude body painting at Zibo Ceramic Expo surprised the industry. Many netizens criticized it for "no aesthetic feeling" and "ruining the traditional cultural heritage of ceramics". This controversial picture will not appear again at this year's Zibo Ceramic Expo.

Speaking of the three major furniture exhibitions being held in Guangdong, there are models lying in bed wearing only underwear, murdering many films and eyeballs in a seductive way. The flow of exhibitors is obviously reduced, and some home furnishing enterprises please wear exposed models on the spot, which will attract many onlookers only in front of the booth of enterprises doing similar performance shows.

Attracting people's attention and gathering people's popularity is the first priority of some exhibitions. Take Zibo Tao Bo Fair as an example. Ceramics is an elegant art, but elegance cannot be appreciated, and vulgarity can be appreciated. I am afraid that no one will appreciate the porcelain in spring, so I will find a few naked women with ordinary looks and mediocre temperament to "grind". On-site nude painting is simple and rough, which does not reflect ceramic arts and crafts. I'm afraid most of the people at the scene are not the target consumers of ceramics. It can be said that this method is too low-level and extensive, which gives a discount to the name of art.

The flood of exhibition economy in China is one of the reasons for this phenomenon. There is no plan for the exhibition, and many exhibitions are held in competition. Many exhibitions are not popular, and taking the vulgar road can always win some attention, which shows that it is also catering to the vulgarization of market tastes.

Is it vulgar for the home furnishing industry to "walk off the altar"?

Some people joke that there is a fine line between art and hooligans. In the circle of home, we can see the body art sofa composed of naked men, the naked beauty lying in the bathtub, and the furniture design with sexual meaning ... You can call it art or fun, but it doesn't affect what some people call vulgar.

There was a voice against the "three customs" in the coating industry. The insiders believe that the marketing of the paint industry has gone too far, such as "erotic painting". Last year, a "paint uncle" who was looking for a prostitute on the blind date program "If You Are the One" was extremely explicit in the program, just to promote his own paint brand.

The so-called brand positioning, marketing is right or wrong, so the bathtub seller found a girl to bathe in the street, the furniture seller found a beautiful woman as a "stool", and the bedding seller couldn't wait to hold two naked women in the sheets.

Although these exhibitions have attracted controversy, from the marketing point of view, they are "out of place" after all. Is it a good thing or a bad thing? This may be as good or bad as TV programs becoming more and more kitsch, and it is a proposition with supporters on both sides.

Mr. Li Guangdou, a well-known brand marketing planner, believes that there are two reasons for the increase in vulgar marketing in the home furnishing industry.

"First, because home brands have stepped down from the altar, when household products such as toilets and bathtubs have spread to thousands of households, instead of the previous aristocratic products, mass marketing began. What attracts the public most often seems to be "tacky". The second is also related to the impetuous marketing mentality of home practitioners. Many products in the home furnishing industry can have cultural temperament or aesthetic feeling, but marketers have not grasped this trait well, which has lowered the brand's grade. "

Yan Xuejun, the brand planning agency of Qizhi (China), said in an interview that it is not always possible to get the attention of products by various methods of nudity or exposure. There is usually no innovative marketing model, and propagandists like to attract attention with price and beauty. It is acceptable if the publicity is related to the essence of the product. If it goes too far, it has nothing to do with the product to be promoted, it will damage the brand's reputation.

Yan Xuejun believes that there is a huge difference between brands and famous brands. The brand has high evaluation and recognition in style, temperament and word of mouth. Enterprises should not blindly seek attention and damage signboards.

Recently, not only the pictures of Cai Ming's new book have attracted attention in Weibo, but also a Russian guy. Ten days before shaking hands with Putin, he touched the breasts of 1000 beautiful women in the street with these hands. Politics is linked to "vulgar marketing", not to mention the home furnishing industry.