Recently, when I visited some furniture companies, the concept of joint marketing was heard. According to Mr. Wang Xianhong, the marketing director of a furniture company, joint marketing means that furniture companies and their industry-related industries cooperate in many ways in brand promotion and terminal sales. The products of both parties are packaged for promotion and sales. Joint marketing can be carried out between downstream enterprises, manufacturing and service industries, etc. Such as office furniture, civilian furniture, classical furniture, etc. can be introduced and promoted for joint sales, furniture industry and home appliance industry, lighting industry, ceramics industry, real estate industry, etc. can be joint marketing, let us look at joint marketing in other industries The classic case may have implications for the furniture industry.

For example, after the introduction of Haier inverter water-cooled family central air conditioners, it has successively launched boutique residential buildings with Hangzhou Huahai Garden, Qingdao Jianghai Villa, Shanghai Vanke, Beijing Modern City, etc. Many advantages of this central air conditioner have been favored by owners of real estate communities. In addition, the "In-telinside" logo can be seen on the appearance of many brand computers. This is the logo of the joint marketing of Intel and computer brands. There is a joint marketing relationship between Intel microprocessors and computers of various brands. In the automotive industry, apparel industry, food industry and other such joint marketing are widely used and promoted.

How can the furniture industry make good use of joint marketing with home related industries? The author interviewed Mr. Xia Guangsheng, the deputy general manager of Mingjiangxuan Furniture. He combined the successful cases of joint marketing with Mingjiangxuan Furniture in recent years and analyzed the furniture industry how to apply the joint marketing of related industries. According to General Manager Xia, Mingjiangxuan Furniture, as a well-known trademark of Guangdong Province, continues to advance its strategic development and lead the fashion trend of world furniture. It is committed to expanding the world ’s high-end market, spared no effort to improve supporting services, and provide high quality for successful people and elites. , High-grade classic furniture, shaping the home living space of art styles such as the Supreme of the Emperor, Yongronghuagui, fashion and elegance, in recent years, Ming Xuan Furniture and hundreds of high-end real estates across the country have implemented a "go out, please come in" marketing strategy. Hire some famous designers and planning experts to go to the real estate to teach the classics, explain the harmonious journey of furniture culture and booth environment, and conduct zero-distance sports, games, entertainment, lottery and other activities with the real estate owner The visits, exchanges, and friendships of the Mingjiangxuan Furniture Market let Mingxuanxuan Furniture and Mingxuanxuan people leave good memories and feelings for them. Secondly, organize designers from Shenzhen, Guangzhou, Foshan and other places to communicate and learn, let the designer's design space infiltrate the fashion elements of Mingjiangxuan Furniture, and also cooperate with Dongpeng Group of ceramic industry, Suning Appliance, building materials industry, beauty chain stores, and Union Bank launched the joint marketing of buying furniture, interest-free installments, etc., which also used sports marketing, entertainment marketing, emotional marketing and other means.

In the end, President Xia analyzed that many seemingly unrelated industries go hand in hand under the banner of joint marketing. It can be seen from this that it is important to choose a partner. First of all, it is necessary to consider the market conditions and brand image of opponents, which should have a comparative advantage and no negative impact. Secondly, we must accurately measure the cost input of both parties and try to minimize the cost of partnership. Again, in the implementation plan, it should be as beneficial as possible to both parties to the cooperation, and can replace their respective advantageous resources to maximize the value of their resources in this system, on the one hand to better meet the needs of their respective markets, on the one hand Can save their respective marketing costs and maximize revenue.

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