Every furniture company wants to be a brand enterprise. Brand companies bring value-for-money returns. Brands let their furniture sell at a higher price than others. The brand is so attractive!
So how is the brand made?
Chinese furniture companies are now a bit famous. The longest period of time is only built before and after the reform. At the beginning, in a specific historical environment, under certain market conditions, relying on various opportunities to complete the original accumulation, but they In terms of brand building, it is still very immature, and it is still in the initial stage of consciousness.
The status quo of Chinese furniture brands
1. Blind show, not pragmatic
In terms of brand building, it can be used for the Eight Immortals to cross the sea, and each show its magic: "drugs rely on blowing, cosmetics rely on chasing, electrical appliances rely on sputum, health products rely on money piles." Then furniture? Buying furniture is not as casual as buying a piece of chewing gum. The buyers of furniture are mostly sensible. They don’t care how the models perform. What the spokespersons say, before buying furniture, they often think about it before they buy it. Popularity, not "financial", if there is no real connotation under the brand, there is no visible benefits, not necessarily how far.
2. Positioning errors, labor and wealth
Who is the brand positioning? This question must first be clear. The propaganda for the terminal and the dealer is very different; the products for the people and the products for the rich are also fundamentally different. In the home brand, the misplacement of materials and styles, the misplacement of specifications and grades, the misplacement of functions and appearance, the misplacement of style and price, etc., abound.
3. Short-term behavior, loss of credibility
The average age of Chinese companies is 3.9 years, and the brand's age is shorter. Every year, Chinese furniture companies have closed down countless enterprises. Every year, many new companies are building new ones. There are more and more new faces in the furniture exhibition. This dynamic prosperity is really worrying. Today, when the survival of the fittest is accelerating, short-term behavior leads to short-lived behavior. Many foreign-owned stores are only a hundred people. These are two very different brand strategies. They want to take a bite to eat a fat man, and they can only get on the body and break their stomachs.
4. Insufficient preparation, whatever you want
In modern society, all kinds of information are overwhelming, consumers are already paralyzed, more and less sensitive to stimuli, and brand promotion costs are getting higher and higher. When many enterprises are not mature, they will act rashly. If they find that they are not right, they will change it. The name will change three times a year. The trademark will change in the future, the image will be uncertain, the mouth will be too complicated, and people will be confused and waste resources.
5. Great success, increased burden
Furniture is furniture, unlike diapers, you can create a "diaper" brand overnight, and the tens of millions of baby's ass can make you rich. Furniture can't dance with one or two stars, and customers who pay for their thumbs are paying for it. There is a financial crisis behind it. Increasing the burden of business is not a good thing.
Some common practices of furniture brands
1. Fried brand
The most common way is to find a star, the major TV stations to advertise, invest huge sums of money in a short period of time, intensive debut. Indiscriminate bombing, he did not hesitate to spend a lot of money, he did not hesitate to carry huge debts, and there was a tragic momentum of fighting back and breaking the boat. Furniture companies have become famous in this way, but this is not everyone can follow. Once the capital chain is broken, everything in front of it will be lost. In addition, the enterprises that take this road must have strong manufacturing strength. Otherwise, the customers really use the door, and it is also versatile to find something for others.
2. Show brand
Not directly advertising, relying on increasing reputation to improve their own value, like a furniture paint brand, but also hope that primary schools, but also to help poor children, CCTV three times five special reports, the industry response is very good. Another example is Wang Laoji. When the Sichuan earthquake struck, a donation was known to the world. The investment was small, the society was of great significance, and the effect was surprisingly successful. If more furniture companies follow suit, how good the society will be. But if you want to have a normal heart, don't do it if you care about it. If you do something good, you will wait for the reward every day. It will inevitably be disappointing.
3. Infiltration brand
In the furniture industry, people only know that "advertising is advertising", other industries have already done "advertising can not see advertising", the apron of the Spring Festival Evening is printed with "Luhua", the magic table is placed " Huiyuan"... This is infiltration. It’s not a new thing to do branding by infiltration. In the early years, there was a children’s brand, which sponsored a TV drama “The Family Has Children†and the result was a good value report. Furniture people may have been dealing with solid wood for a long time, and they have become "real" and "woody". Why are these good methods not going to try?
4. Create a brand
The brands of furniture companies are mostly “Bedsâ€. The so-called “creation†is nothing. The Ming factory is in the mainland, but it is registered as a Guangdong enterprise. The young people who are not in the country can design an “original Italian boutiqueâ€. Make up a so-called "brand story" to swear, get a few new words such as "green", "original ecology", "low carbon" to bluff, furniture companies to do these are light roads, this is a brand, but this way How long can the brand last?
5. Make a brand
Work on the ground and be a man. Material or driving, craftsmanship, quality control, one step at a time. From development, design, production to sales, all aspects of service are meticulous, not artificial, not publicity, relying on brand to speak, relying on brand word of mouth, this is the right way to build a furniture brand, it is also the road to health, and some people think that It’s too slow, but don’t forget the truth that “Peach and Lee don’t speak, you’re self-sufficient†and “water is goodâ€, the key is whether you want to be a real brand or a fake brand.
The abnormal development of China's furniture industry should be attributed to a group of unsmart consumers. The development of China's home furnishing industry brand is still very long. We hope that our furniture companies can recognize the situation, be more pragmatic, more practical and stable. Going faster and further on the road.
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