In the past 9 years, it has been exhibited in the manufacturing industry, industry media, and professional organizations in the furniture industry. It has been found that the furniture industry has developed for more than 20 years. Today, most of them still understand or operate as a brand on a single point, so I have to propose a Questions for the industry to reflect on: Who gives the brand a face?

Brand and Engineering

Many brand theory courses seem to be slightly deeper for the traditional furniture industry. As many practitioners in the industry, there is no need to give hard thinking to the theory, but we must have a comprehensive understanding of the brand in the overall situation. In my simple understanding, I think the brand is like a long-distance highway. He is a long engineering project, and it must be paved in sections. Each section of the paving must form an independent and complete pavement under the conditions of the overall plan. I think we should build a brand like building a road. Before building, we should design a blueprint according to the budget. How long should we build? How much load? Which lane is it? ... and then the calculation materials, and finally the construction. But when we talked about the brand, everyone was scrambling for construction. You asked someone to design a specialty store. I asked a star to take a picture. He also asked the media to do a few advertisements .... The blood broke, and the body was bruised all over. It seemed that no one was alone. So everyone comes to the sentence "Furniture industry is to die for brand, not to die is to wait for death". If you build a country road, you can trample on it casually, "There is no road in the world, and more people will become roads"; if you want to build a highway, I think the most important thing for you is not the construction, but the first one. Design a blueprint.

Now that brand engineering has sublimated from "point" competition to "face" contest, in the industry's call for "lack of talent", we clearly feel that it is too difficult to fully integrate the furniture industry. So who gives the brand face? I personally think that in order to give the brand a face, we must first change from the following aspects:

1. Change the brand to build personal worship thinking. The so-called personal worship is the non-marketization and non-institutionalization of brand building, which is always guided by the boss's subjective preferences. The century-old brand Siemens has eight principles, the first of which is: "Customers decide our actions". Customer-oriented, this has become a common strategy for today's brand competition. However, at present, many furniture companies are guided by the preference of the general manager or the boss in the brand decision-making process, resulting in the products being put on the market and customers not buying the "account", which seriously affects the long-term development of the brand. When the industry develops to the present day, the boss must recognize the form. Once "patting his head" can only become a thing of the past, and system planning is the beginning of the brand. No matter how glorious it used to be, it must now face scratch, especially once it focused on export-oriented enterprises. We must sit down and seriously think about how the road we used to take came, and where should we go in the future? Facing the industry situation, where is my brand foundation? Where is the continued competitiveness?

2. Change the brand positioning to a large and complete model. Brand positioning is also called brand occupation. It needs to be targeted and use a specific brand image to attract a specific target group, not to cast the net. For example, "Colombini" has been doing furniture for teenagers for decades. However, many domestic furniture companies are reluctant to sacrifice in brand positioning, especially for adult suite furniture, positioning the consumption level above 20 years old, this concept is too general; think that the larger the target market is set, the greater the grasp of success; In actual operation, it is unclear what the target market and customers think, and the lack of market comparison and analysis directly leads to the difficulty for our brand to form and play its due competitiveness.

3. Change the performance of the hollowing of the brand structure. The so-called hollowing is the lack of brand culture connotation in the brand structure. Brand culture refers to the impression of the brand in the minds of the target consumers. Endowment. Can become a strong support point for consumers to complete their purchasing behavior. Such as Nestle Coffee-tastes great, Carrell sofa-sit down and feel happy, Gu Jia craftsmanship-Gu family because of loving family, these successful brands are all related to the meaning of sensibility. These brands are all strongly inflammatory, and have no way to influence the purchasing behavior of consumers. Most of us are still staying in the operation of brand awareness, while ignoring the deep connotation that is indispensable in brand image building. On the surface of price and process quality, it is easier to express than connotation, so even if there is a concept of expressing cultural elements, it can not be fully expressed in actual operation or expression form.

4. Change the subjective concept of brand promotion. Every successful brand is outstanding in advertising. "Kodak", "Nestle", "Mai Shi" and other well-known advertisements pay great attention to humor, kindness, and mostly inspiration. It simplifies the most complex issues and wins consumers' preference. They always have a clear target in advertising creativity to media placement and monitoring. At present, furniture brand promotion is focused on the use of education. Advertisers often stand at a higher position than consumers. From a subjective standpoint, they release "Huangpo selling melon" advertisements, wishful shouting slogans and slogans. The phenomenon of advertising for advertising is everywhere. In addition, companies are also accustomed to complex thinking means to express an originally very shallow thinking, so that ordinary people want to press the remote control. You may wish to look at the advertisements of companies such as Qumei and IKEA.

Economic principles and practices tell us: consumers ultimately need products of excellent quality, reasonable price, and emotional comfort. The clear establishment of the product's own brand will help the smooth development of marketing work, help quickly increase market share, and help cultivate more loyal customers. Under the trend of highly fierce market competition, enterprises should solve brand management The "face" problem, from multiple aspects, comprehensive planning to make your brand stand out and gain a place in the market is the way to survive.

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