摘要
随着Z世代的消费潜力逐渐释放,国内原创家居的格局已经发生变化,在新旧品牌竞争激烈的市场环境中,原创家居品牌如何探究如何出圈值得探究。本文通过对新创品牌的发展现状进行梳理,结合这些品牌的优劣势针对性地提出了既符合年轻人的消费偏好,又满足新品牌低成本曝光需求的快闪推广模式,为原创家居品牌的建立和发展提供参考。
With the gradual release of the consumption potential of Generation Z,the pattern of domestic original home furnishing has changed.In the fierce competition between new and old brands in the market environment,how to explore the original home furnishing brands and how to emerge is worth exploring.By combing the development status of newly created brands and combining the advantages and disadvantages of these brands,this paper proposes a pop-up promotion model that not only meets the consumption preferences of young people,but also meets the need of low-cost exposure of new brands,so as to provide reference for the establishment and development of original household brands.
作者
张莹冰
桑瑞娟
Yingbing Zhang;Ruijuan Sang(Nanjing Forestry University,College of Furnishing and Industrial Design,Nanjing,Jiangsu,210037,China)
关键词
原创家居
品牌建立
快闪推广
Original Home Furnishing
Brand Establishment
Pop-up Promotion
