What elements do Chinese furniture companies need to have to create brilliant

The attractive furniture market space and industry prospects have attracted the attention of many home furnishing manufacturers. The holding of numerous furniture exhibitions has made the furniture industry's position in the home furnishing industry rise rapidly, the brand effect has shown an eruption in the furniture industry, and competition between brands has gradually brought the industry into a period of mature adjustment. "Natural selection, survival of the fittest", how to occupy a place in the fierce market competition? The editor believes that if a furniture company wants to become bigger and stronger, it must have four elements.

Element 1: Special talents

The main market operation process of furniture enterprises is in the form of chain franchise. An important feature of chain franchise is that enterprises should give full support to the market operation of specialty stores. The resulting "operational supervision", which is the all-round talent that can support in store management, sales performance, product installation and after-sales, is increasingly favored by companies.

In addition, the operation of the brand has also spawned the emergence of "product managers". As the degree of competition increases, products will appear in market segments, such as fashion products for the post-80s, European-style products for corporate executives or bosses. The product manager needs to subdivide from the consumer group, and then study the preferences of the consumer group after the breakdown, and launch a series of highly targeted products. Therefore, from research and development, to production, to product listing and publicity, to accessories in the store, until the terminal installation and after-sale "one-stop" service, the product manager needs to follow up. The operation of chain stores requires a professional "brand manager" to control and adjust the brand strategy in a timely manner, formulate a series of measures to extend the brand's commonality, highlight its characteristics, and enable consumers to generate purchase desires and interactions in experiential marketing. DIY interest marketing makes consumption related to perceptual knowledge.

Element 2: Brand strategy

Is it a noble fashion for furniture companies to give the public a distinct brand image from the day their brands are born? Or good quality and cheap? Whether it is a unique brand with high technological content or a big and complete Big Mac, the positioning should be clear at the beginning of development. This is a clear brand strategy that every furniture company needs. Some bosses will say, first seek market share, and then make a brand; first make a comprehensive flowering and extensive type, and then do intensive cultivation and detailed market segmentation; each company's resources are different, its strategy can be different.

In the initial stage, the lack of funding sources is not suitable for the blossoming wardrobe enterprises, only to highlight their advantages and find a brand strategy suitable for them. Like table tennis players, attackers mainly play the first three boards to reduce the holding of the ball; in basketball games, tall players play center, with point guards, shooting guards, etc. In the same way, the wardrobe brand should also have a clear positioning, formulate a long-term plan for the brand, and then conduct market operations according to demand. When it is time to shoot, it is short, flat, fast, or combined punch, or ask the master to help out, etc.

Element 3: Product R & D

When it comes to research and development, Japan and Germany will be mentioned. I will think of the buying boom caused by Apple ’s ipod and iPhone. The research and development capabilities of major international brands are particularly strong, and they are new and fast. It is related to the country ’s education level and methods. Foreign developed countries pay more attention to innovation The cultivation of consciousness. Therefore, in major industries and new product research and development, foreign companies are ahead. For example, in the furniture industry, Italy alone has more than ten world-renowned brands. The annual Milan Furniture Fair has become synonymous with furniture fashion design and a benchmark for furniture trends.

Chinese furniture companies have launched a lot of new products in recent years, such as European style wardrobes of Holocaust, Korean fashion of Shangpin house, sliding doors made of solid wood veneer, top sliding doors and so on. Still can not completely get rid of the homogenization status.

The reason is that the company does not pay enough attention to the strategic level, does not invest enough resources, has fewer professional R & D personnel, and lacks an R & D atmosphere in the corporate environment. In order to highlight the competitiveness of the enterprise in R & D and break through the encirclement, one is to bring in doctrine: that is, to keep abreast of the trends of foreign counterparts, take its essence, and improve it in accordance with the needs of the Chinese market; the second is to go out and invite in: Kepa People go abroad to check the market, or spend a lot of money to invite famous designers abroad to develop one or two models every year. Of course, the most important thing is to cultivate your own innovative R & D talents.

Element Four: Corporate Culture

The power of culture is immeasurable, and the successful operation of the brand will increase the added value of the product. Coca-Cola is not only a beverage, but the feeling and experience brought by its unique taste has actually become a part of the American lifestyle and the embodiment and extension of American spirit. In fact, furniture brands have much to do in terms of cultural connotation. For example, each series can deduce a story and convey the spirit or culture in the form of a story. Corporate culture is often born out of the core concept of corporate leaders, and gradually formed during the development of the company: namely, a unified concept, a unified thinking mode, and a unified behavior mode. The construction of corporate culture requires full-time trainers within the company to convey the company's cultural information in a timely manner, such as the creation of internal corporate journals and regular expansion activities.