There must be a product in every brand, but not all products can become brands. Especially in China's furniture industry, overall, the concentration is relatively low, the number of small and medium-sized furniture companies is very large, so far, there are still many furniture companies that rely on bulk goods to make a living. Whether to take the branding route, I believe that many leaders of furniture companies have considered.
But out of the fear of the cost of brand building and the entrepreneur's own entrepreneurial ambition, many people are finally discouraged. But furniture companies want to go to a higher level and want better development. It is almost inevitable to embark on the road of brand building.
This has to start from the characteristics of furniture companies.
According to the position or operating characteristics of enterprises in the upstream and downstream industrial chains, they can be divided into different types such as production enterprises, R & D enterprises, and marketing enterprises. Enterprises that are more biased towards production management in their operations can be called production-oriented enterprises, such as chemical companies in the manufacturing industry; in the furniture industry, they can refer to those OEM furniture that rely on bulk goods or OEM enterprise. Huawei, a high-tech company, invests heavily in R & D every year, establishing technical barriers that others cannot reach. Of course, it is a representative of R & D enterprises. Marketing-oriented enterprises refer to marketing-oriented enterprises.
When we look at most furniture companies, what are their barrier advantages and core advantages?
The author knows that there is an enterprise that will buy back all the well-known sofas on the market, dismantle them one by one, and delve into the inner craftsmanship of friends' products. However, more furniture companies do not need to buy furniture products that they want to copy. Just take a few photos and you can copy similar furniture. The author once went to investigate Chinese furniture. Ten shopping guides of ten companies will talk to customers about the tenon and tenon structure. There are no iron nails inside and outside the furniture, and there is a tenon and tenon wooden structure display. When your competitors, like you, are talking about the same selling point, will it still be effective?
In the furniture industry, especially in the field of manufacturing, what core advantages do most companies have? Are there any barriers that others cannot overcome? The author believes that it is not, which is itself an industry with a relatively low threshold. So how do furniture companies build their own competitive advantages?
This also means that furniture companies want to stand out, must be marketing-oriented, that is, evolve from a production-oriented enterprise to a marketing-oriented enterprise. The biggest advantage of a good brand is that it can give customers a good impression, empower products, and increase the likelihood of consumers choosing to buy. It is a good way to build a brand, which is also an important means for domestic furniture companies to break through.
At home, the brand effect of furniture companies is generally weak. Except for several custom homes such as IKEA and Oupai, for ordinary people outside the industry, there are few furniture brands that can be exported. In the context of a weak general brand effect, latecomers are more likely to stand out. If it is placed in the home appliance industry, it is too difficult to create a brand; whether it is white appliances, black appliances or small appliances, unless it has the strength and great popularity of Xiaomi Group. It is precisely because most furniture companies lack visibility and the industry concentration is low, but it also means that there is a greater possibility of breaking out.
From the perspective of visibility, other furniture companies, such as Gu Jia, Zhi Hua Shi, left and right sofas, etc., why are these furniture companies so successful? If you have observed it, you will find that these companies had the thinking of brand building more than ten years ago, and then they have today's development. It can be said that the vast majority of successful furniture companies are enterprises that focus on marketing and brand building-even if its popularity is not so high. Ye Maozhong, a well-known advertising planner who has worked with Macalline and CBD home, said that the secret of the brand's rise is four key elements: first, great product creativity; second, far-reaching core values; third, sustained strong Marketing activities; Fourth, a considerable amount of advertising.
If you want to create a nationwide furniture brand, it will cost a lot of money, but it turns out that even a small range of brand effects is enough to make the company vibrant. Regardless of the size of the enterprise, it is undoubtedly very important to have the awareness of brand thinking.
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