Most regional furniture companies face a dilemma: shortage of resources. With annual sales of tens of millions, it is obviously impossible to establish brand awareness through effective communication in a short period of time. Even though some regional furniture brands have generated high brand awareness through short-term advertising, in the long run, it is not very helpful for the establishment of brand loyalty and reputation. The vitality of such brands is relatively fragile.

In fact, many regional brands have never put high-altitude advertisements, but they can occupy an important market position in the regional market. These brands rely mainly on word-of-mouth communication. The use effect of furniture products is directly visible. Neighbors in a community, relatives and friends who visit each other will intentionally or unintentionally become potential customers of the brand, and the high-level brand assets such as brand loyalty and reputation brought by word-of-mouth communication. The establishment of has significance that cannot be ignored.

With the increasingly fierce competition in the furniture market, any regional market is showing the characteristics of national market competition: large national brands are permeable, strong penetration of surrounding furniture brands, and small and medium-sized brands that are constantly pouring out of the region ... Consumers are choosing more and more Many, the effect of word-of-mouth communication is also greatly reduced. Even if consumers have a goal to buy furniture in advance, they will inevitably be attracted by other brands when they enter the furniture store. The display of furniture stores has become a key link to attract consumers' attention.

Therefore, for regional brands to build strong brands at low cost, the key is to do three things:

One is to convey the core value of the brand in the store terminal display.

Brand positioning and core value are the most critical elements of a brand. The first thing to do in the establishment of any brand is never to consider how to spread it, but to consider what the brand's positioning and value is, that is, to consider "you are Who? "," What? " The furniture store is actually a three-dimensional advertising platform, and what content is spread here will directly affect consumers' psychological feelings.

For regional brands, companies generally understand the characteristics of the market environment in the region, the consumption habits and psychology of the target consumer groups, and the situation of their main competitors, or obtain a more accurate analysis through comprehensive scientific research. Therefore, on this basis, Ability to clarify the positioning of the brand, extract the differentiated characteristics that are suitable for the characteristics of the region, superior to competitive brands, easy to be perceived by consumers and can touch the inner world of consumers, and accurately express the positioning of the brand in a concise sentence And core values. After these contents are confirmed, they can be distributed through brand theme image design, POP display, promotional copy, etc., and the selling points of the product are highly refined to spread at the same time, creating a strong cultural atmosphere of the brand. In addition, in the words of the shopping guide, in addition to the product In addition to the description of functions and selling points, the value and connotation of the brand should also be reflected as much as possible.

The design of the furniture store is also a key factor, and the spatial layout, color matching, and jewelry configuration must be consistent with the personality and value connotation of the brand.

The vitality of the brand comes from the core value of the brand and the occupation of the brand identity in the consumer's mind. Every detail of the furniture store should reflect the personality and connotation of the brand as much as possible, giving consumers a clear psychological hint.

The second is to reflect the connotation and value of the brand in the service.

In the past few years, the service competition initiated by the home appliance industry has spread to various fields. Consumers' awareness of the service of furniture brands has gradually increased, and furniture brands have also launched detailed service commitments. In contrast, local companies that have worked hard in the regional market have an inherent advantage in understanding and satisfying consumer needs. Therefore, regional brands have seized this advantage, through careful communication with consumers and excellent service, from the bottom of their hearts Impressing customers is an effective way to shape the brand image and expand word-of-mouth communication.

The services of furniture brands are generally reflected in two aspects: one is the service for new customers, such as design before furniture purchase, free consultation and training, on-site demonstration of furniture functions, polite reception, safe home delivery, installation In addition, there are services for old customers. Old customers are an important resource for brand word-of-mouth communication. File establishment, regular return visits, moving services, furniture maintenance, etc. for old customers, or established through old customer score cards, member clubs The loyalty and reputation of the old customers to the brand, in order to enhance the brand's word-of-mouth communication power, manufacturing the cost of buying the brand again.

The third is to do a good job of channel management, enhance the brand awareness of the channel, and let furniture agents rise from selling products to selling brands

The sales method of furniture is mainly self-operated stores and agents. Therefore, the performance of furniture brands in the market is determined by the brand awareness of the agents. If the agent lacks brand awareness, it cannot be very good from the store image and service. To convey the connotation and value of the brand, no matter how good the brand ideal is, it is difficult to achieve.

Therefore, regional furniture brands should make use of their regional advantages to communicate and educate agents through various forms such as agents, dealers' round-table meetings, commemorative meetings, internal materials distribution, and market visits by senior corporate leaders to ensure access to members Realize that branding is a win-win strategy between enterprises and members of the channel and consumers, rather than simply selling furniture products to the market. If you do not establish the influence of the brand, it is difficult to maintain profits and long-term sales simply by selling products. .

Those who desire the same will win. In order to ensure that channel members have a correct understanding of the brand, companies also need to develop a standardized brand management manual and conduct effective training to make channel members more targeted in the process of implementing brand strategies and assist channel members to solve their problems in brand management. The problem. At the same time, formulate corresponding incentives and punishment measures to guide channel members' actions in line with the requirements of the brand strategy.

Brands live in the minds of consumers. Brands in the furniture area take advantage of their inherent advantages, do a good job in the store brand image, do a good brand service around the consumers, let every bit of detail play a subtle and silent role in the minds of consumers The root system of such a brand is the strongest, and its growth is also the most solid.

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