A few days ago, I received a message from Mr. Duan Qi, the editor-in-chief of the Pearl River Delta Furniture Newspaper. I asked an article about Who is murdering the Chinese furniture brand. In fact, I have been thinking about why the Chinese furniture industry cannot have a real brand. The reason, but to write this article, is really not easy. After 30 years of development, the Chinese furniture industry failed to form a real brand. I feel that it is caused by many reasons. It is difficult to say clearly in a few words, but today it is still written. There is only one reason, and I hope that it can be used as a guide. Because it is immature, it is inevitable that paranoia will be expected. I can't help but think that in the next fifteen to ten years, the real furniture brand will be very good. I say this, some big companies may not be happy: Who says that Chinese furniture has no brand, we have seven or eight brands in one company, how can we say that there is no brand? Indeed, there are at least 100,000 brands in China's furniture industry. How can it be? There is no brand? Some companies, there are more than ten brands, the Chinese furniture industry is not bad brand! I believe that some people understand that the brand I am talking about is not just a brand name, a simple brand, and It is the brand that really means. The Chinese furniture industry has called for big brands for several years. In the past few years, in the Chinese furniture industry, some companies have grown stronger than in previous years, but there is still no real brand. The real brand is a brand that is familiar to consumers and has a certain number of loyal and sought after groups. My brand view is what brand is? Everyone's understanding will be different. What I am saying here is just my brand concept. The brand, first of all, is a brand that, like the name of a person, is used to distinguish an identification symbol of a similar product. But if you only think that it is a brand, then the brand is too worthless. The brands of the Chinese furniture industry are almost all like this, and there is no deeper thing. Brand, in addition to being a recognition symbol, should be a way of life and life value. (The brand we discuss here is only for the furniture industry.) On the cold product, pay the emotion of its life. Any product is designed, people are in production, people are selling, people are emotional, people without emotions, it is impossible to complete any part of design, production and sales. Designers design a product that must have his life proposition and value perspective. The attitude of the production workers determines the quality of the products, and the sales staff (the shopping guide) will also draw the feelings of use to the consumers through their own imagination. Therefore, I often discuss with some shopping guides, how to treat a brand of products, how to treat its price? The price of brand products, before the factory is the sum of product cost price and expected profit. The cost includes design and development cost, material working time cost, manufacturing supporting cost and other aspects. In terminal sales, its price is the sum of the ex-factory price and the service price. Services include the shopping environment provided, the process of experience, the introduction of expertise, and more. The service also needs to be priced. Your personal price is not the same as his personal price. (Your monthly salary is 5,000, and his monthly salary is only 2,000. It is not the same.) The shopping guide must have such psychological qualities. Do you always pay attention to whether the quality of your service matches the quality of the product? Exceeding the quality of the product, your sales performance will be better, not as good as the quality of the product, and your sales performance will be poor. Brands and brand names When it comes to brands, we often think of brand names. In China, brand names are not an upgraded version of the brand, but pirated. In foreign countries, brands are well-known as famous brands, while China has few brands and a lot of famous brands. Like the three strains of oral liquid, Chinese sturgeon, Sanlu milk powder, etc., many, which one is unknown? Some of the big names we know now, in the next few years, will die like the dead brands. We only need to look at the famous brand names that have been made. We know how famous brands that are famous in the same way will die in the near future. Many bosses in the furniture industry think so, as long as they think of branding, they think of advertising. It seems that as soon as an advertisement is made, the brand comes out. I think that is the thinking of doing "brand name". The "name" of a famous brand is a mouth. What are you talking about yourself? What TV station, what media, and what you are going to blow, you can be famous. But the brand's "goods" is three things, not what you said, it is what everyone says, what consumers say, and what consumers agree with. Ok, right? The consumer has the final say. Others will think that consumers are vulnerable groups and can be fooled. Then he is wrong, whoever fools the consumer, who will pay the price of the fiasco. Companies that want to really be a brand must know. The enterprise only uses two people in the Chinese furniture industry, more or less existed. One enterprise only pays attention to two people: one is the marketing director and the other is the production manager. One responsible for production and one for sales, this is enough, is the idea and practice of many bosses. The design is called drawing, the research and development is called playing board, the training can also be outsourced, and the planning is responsible for the plane. Just kidding, how can you make a brand? The boss is saying that in the Chinese furniture enterprise, what products are done by the boss is a slap in the head. It is enough to ask a few friends at most. It is not bad for others to have a voice. The R&D department is in vain. At this point, many designers feel a lot. I often hear such whispers when I chat with some designers. I said: The boss is always right. It’s not easy for the boss to do it. No one is applauding. If you make a mistake, you have to be jokes by the employee. It’s really hard for them. I said to the designer: Do you dare to guarantee that 100% of the products you design can be sold in the market? They will say: Who can guarantee this? I said: If the products you design are not selling well, lose money, do you want to be responsible? They will say: I only took him a few dollars? I said: Yeah, he said that, doing it wrong, he is responsible for it. You are not responsible for what you say, who is it? The lack of life experience furniture is a practical art. It is both practical and practical to the level of art. It is not easy. This requires a rich life experience and a high level of artistic aesthetics. Chinese furniture designers, mostly art lovers, have not attended colleges and have received good education. I am also a poor boy. I don’t have any high-quality life. How can I propose high-quality lifestyles and values? Art lovers, a large number of people, are more paranoid, have lower hands, and always have one. Fu Huai Cai’s unseen look. This is more common among Chinese furniture designers. The dual factors of education and personality make them highly self-sufficient and capable. Can not start from life itself, the design of things is not old-fashioned, the soil is very, is too personal, very strange, no commercial value. Chinese furniture is expected to be on them, and it is impossible to have a real brand. The industry's furniture industry with short life is a very traditional industry with no technological content. The consumer's first look is basically its appearance. Appearance and color are the first elements to attract consumers. Then it will care about its materials, crafts, functions, environmental protection and so on. The importance of the appearance makes the life style of the furniture style very short. The aesthetic change of people's appearance is the fastest, and the most difficult to meet. Personalized demand consumers themselves are also changing. In the past few years, consumers just wanted to buy a furniture that looks good, and gradually turned into personalized demand. This is very touching for designers who are engaged in interior design. of. In the past, when consumers bought a house, they would tell the designer that it would be different to decorate like a friend. It is different now. He has to decorate according to his preferences. Those who like music, like sports, like photography, and like to read books have different requirements for decoration. They have undergone great changes and become more demanding to express their individuality and habits. As an important and largest piece of furniture in the home, will their requirements be less? If the Chinese furniture industry wants to make a big brand, it really needs to speed up the pace. The importance of consultative sales furniture is a kind of durable goods, furniture sales are different sales of other small products, consumer demand for terminal sales staff, far greater than the sales level of existing sales staff. Consumers expect terminal salespeople to provide more professional and credible advice. They want sales people to have a very satisfying recommendation for the space they live in. Provide more reasonable advice in terms of style, style, color and accessories. Rather than the untrustworthy sales language of today's furniture salespeople, their products are the best, no matter how big your space, no matter what your decorating style, no matter what your hobbies, their products are the most suitable. your. There is no communication and trust between sales people and consumers.
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