The Application Research Of Visual Merchandising On The O2O Mode Of The Furniture Industry

With the development of internet technology, the furniture industry in China becomes increasingly competitive. Due to the higher cost of traditional offline marketing than before, a new mode of furniture sales combining online and offline advantages, called 020, becomes the most attractive commercial mode owing to its higher efficiency, lower cost and great flexibility. In order to grasp this opportunity for better sales performance in the future, the furniture company has to understand the importance of visual elements in 020 mode and build a unique brand image based on visual merchandising.In this dissertation, we build a specific visual merchandising theory associated with the 020 mode of furniture industries by combining knowledge of marketing, visual psychology, consumer behavior and e-commerce. In this theory, visual elements are sorted into different categories, including merchandising visual elements, product visual elements and brand visual elements. According to the different function of online and offline sales, different strategies with respect to different visual elements are derived based on consumer habit, for a highly effective and efficient advertisement of products attribute and the brand information.In addition, the dissertation also compared the visual merchandising strategy of the 020 mode in two furniture companies, named as QM and homekoo. The comparative analysis not only prove the validity of this theory, also discussed the inadequacy of the marketing method in these two companies. At last, a complete scheme stemmed from the new visual merchandising theory for both online and offline stores are created.