The furniture market space and industry prospects are attractive, attracting the attention of many home manufacturers. The holding of many furniture exhibitions has made the status of the furniture industry in the home furnishing industry rise rapidly. The brand effect has emerged in the furniture industry, and the competition among brands has gradually brought the industry into a mature adjustment period. "Everything is natural, the survival of the fittest", how to occupy a place in the fierce market competition? Xiao Bian believes that if a furniture company wants to be 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 franchising. An important feature of franchising is that enterprises should give comprehensive support to the operation of the store market. The “operational supervision†that emerged from this opportunity, that is, the all-round talents that can be supported in store management, sales performance, product installation and after-sales service, are increasingly favored by enterprises.
In addition, the operation of the brand has also spawned the emergence of “product managerâ€. As the degree of competition increases, products will appear in market segments, such as fashion products for the post-80s, and European-style products for corporate executives or bosses. The product manager needs to segment from the consumer group, and then study the preferences of the consumer groups after the segmentation, and launch a series of highly targeted products. Therefore, from research and development, to production, to product launching, to the store's accessories, until the terminal's installation and after-sales "one-stop" service, the product manager needs follow-up. The operation of chain stores requires professional “brand managersâ€, timely control and adjustment of brand strategy, and a series of measures to extend the commonality of brands, highlight their characteristics, and enable consumers to generate purchasing desires and interactions in experiential marketing. DIY interest marketing, let consumption related to the perception of life.
Element 2: Brand Strategy
Furniture companies should give the public a distinctive brand image from the date of their birth, is it fashionable and noble? Is it a good quality and low price? It is a unique brand with high technical content, or a big and comprehensive road to giants. The positioning at the beginning of development should be clear. This is a brand strategy that every furniture company needs to define. Some bosses will say that they should first seek market share and then make a brand; first, do a comprehensive flowering and extensive type, and then do intensive farming and segmentation of the market; each company's resources are different, and its strategy can be different.
In the initial stage, the lack of funding sources, not suitable for the wardrobe enterprises that bloom everywhere, can only highlight their own advantages and find a brand strategy that suits them. Just like table tennis players, the attackers mainly play the first three boards, reducing the number of balls; the tall players in the basketball game play center, have point guards, shooting guards and so on. The same is true, the wardrobe brand should also be positioned clearly, develop long-term plans for the brand, and then operate the market according to demand. When the shot is shot, it is short and fast, or a combination of punches, or please help the master to help.
Element 3: Product Development
When it comes to R&D, it will mention Japan and Germany. It will remind us of the craze of Apple ipod and iphone. The research and development capabilities of international big brands are very strong, and they are new and fast, which is related to the education level and mode of the country. Cultivation of consciousness. Therefore, in all major industries, new product research and development, foreign companies are ahead. For example, in the furniture industry, there are more than ten world-renowned brands in Italy alone. The annual Milan furniture exhibition has become synonymous with furniture fashion design and the benchmark of furniture trend.
China's furniture companies, a number of new products launched in recent years, good Lai Ke's European wardrobe, Shangpin home with Korean fashion, Marg's solid wood veneer sliding door, top solid series sliding door, etc., but research and development Still can not completely get rid of the status quo of homogenization. The reason is that enterprises do not pay enough attention to the strategic level, the resources are not enough, the number of professional R&D personnel is small, and the enterprise environment lacks the R&D atmosphere. In order to highlight the competitiveness of enterprises in R&D, and to break through the encirclement, one is to adopt the idea: to understand the direction of foreign counterparts at any time, to take the best of them, and to improve them in line with the needs of the Chinese market; the second is to go out and invite in: Personnel go abroad to examine the market, or spend a lot of money to invite famous foreign designers to develop one or two models each year. Of course, the most important thing is to cultivate your own innovative R&D talent.
Element 4: 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 drink, but the feeling and experience brought by its unique taste has actually become part of the American way of life and has become the embodiment and extension of the American spirit. In fact, furniture brands have a lot to do in terms of cultural connotations. For example, each series can be used to express a story and convey the spirit or culture in the form of stories. Corporate culture is often born out of the core concept of enterprise pilots, and gradually formed in the process of enterprise development: unified concept, unified thinking mode, and unified behavior mode. The construction of corporate culture requires full-time training personnel within the enterprise to timely convey the cultural information of the enterprise, such as creating an internal magazine, regularly organizing expansion activities, etc.
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