The furniture industry enters the era of brand competition

Not long ago, furniture companies appeared again in the list of China's well-known trademarks. Shuanghu Furniture, a company that has quietly entered the top three of the Chinese furniture industry after 20 years of hard work, has inadvertently won the highest honor in the Chinese brand .

And this is just one part of Shuanghu Furniture ’s recent brand initiatives: almost at the same time that it won the Chinese well-known trademark, Shuanghu Furniture ’s “ Shuanghu Brand ” software furniture was awarded “ Sichuan Famous Brand ” by the Sichuan Provincial People ’s Government " ; At the annual business meeting held in January , Shuanghu Furniture started the replacement of the VI system ...

" Brand competition will become an important means of competition in the Chinese furniture industry in the next few years. " According to Zhang Siquan, general manager of Shuanghu Furniture Marketing Company, the various initiatives in the brand are on the one hand an inevitable choice for Shuanghu enterprises to break through. On the other hand, it is also a necessary means to deal with industrial competition. In fact, the trend of furniture manufacturers exerting their strength on the brand has already emerged in 2009 .

April 2009, Red Apple co Europe to send cabinet, Dongpeng, NVC, natural flooring, air conditioning composition of the United States "Champions League", launched the Pan furniture marketing. Named " Champions League " , Red Apple, which has not yet reached such a high level in China's furniture industry, apparently took the opportunity to upgrade its industrial position.

Last year, the royal family signed Carina Lau who had just married Liang Chaowei. With the product's transition from simple, healthy to mature and tasteful style, it was logical for the royal family to choose Carina Lau. With the cooperation with Carina Lau, the inflammatory slogan " Fang Dynasty Furniture, My Home " also has a more concrete connotation.

In 2009 , Musi Bedding signed a contract with CCTV to hold a large-scale singing event "Happy China Tour - Musi Singing, Healthy Sleep". Applying such high-standard entertainment programs to corporate marketing, Musi Furniture has created a precedent for the Chinese furniture industry. " After more than 20 years of development, competition in China's furniture industry has become increasingly fierce. At the same time, China's mainstream furniture manufacturers have laid a good foundation in terms of product systems, manufacturing, channels , services and other infrastructure. In this case Under the brand level, efforts to enhance competitiveness through brand building have become an inevitable choice for these furniture companies. It can be said that China's furniture industry has begun to enter the era of brand competition. " Zhang Siquan said.

Brand building must return to the essence of marketing

" However, impetuousness and quick success are serious problems in the brand competition of the Chinese furniture industry. " As a marketer who has been immersed in the furniture industry for many years, Zhang Siquan is still accustomed to using the industry and critical vision for the problem of furniture brand building Looking at it, entering 2010 , Shuanghu made great strides in brand building, and Zhang Siquan was the chief planner and leader.

" Brand building must be based on products. Without the support of products, any brand building will become a source of water. " Zhang Siquan believes that this is a very serious problem, but many furniture companies do not fully realize it. Based on this, companies are prone to make two mistakes, one is to ignore, and the other is the cloud of people. Regardless of the circumstances, the company ’s publicity is prone to exaggeration, which is seriously inconsistent with the facts. For example, last year, while some companies claimed to be environmentally friendly , their products frequently experienced environmental problems. In the case of a cloud of people, the company's brand building will be similar, lacking its own characteristics. In 2009 , many furniture manufacturers used environmental protection as the key word for brand building, and the results were not satisfactory.

Zhang Siquan introduced that quality has always been the core keyword of Shuanghu in brand building. " Furniture is a durable consumer product, which often accounts for a large part of household expenditure, and it has been used for many years. Therefore, quality has always been the most concerned by consumers . We hope that in the minds of consumers, the quality of Shuanghu will always be trusted " At the time of the change of the bid, Shuanghu made the slogan of " Twenty Years of Quality Classic, 50 Million Family Trust " , and in the second and third-tier markets where Shuanghu penetrated, " Shuanghu furniture prices are high " Good quality " is a very common perception.

For the industry branding another situation, Zhang Si whole also put forward their own views:. "Now a lot of companies talk about a brand, whenever they talk about culture as a culture brand foothold, and there is nothing wrong, but this is not suitable for all Enterprises. In the process of brand building, enterprises must understand their customer groups, know what the customer groups need and can accept, so that they can form more direct and smoother communication with customers. "

In this regard, Zhang Siquan gave an example: Recently, Shuanghu formed a Hummer team to hold a touring exhibition nationwide. " Many people may find this to be a bit vulgar, but what I want to tell you is that it works very well. Because we are currently targeting 2-4 cities, users in these places are far more accepting of Hummer. To a philosophy with a cultural theme. "

In Zhang Siquan's view, brand building must return to the essence of marketing. When one day, when Chinese furniture companies are no longer impetuous and eager for quick success in brand building, they can think that China's furniture industry is truly mature.

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