Chinese furniture has yet to mature in brand building

Every furniture company wants to be a brand enterprise, and the brand brings a good value to the company. The brand sells its furniture at a much higher price than others. The brand is too attractive! Chinese furniture companies, which are currently a little famous and the longest in history, were built before and after the reform. At the beginning, in certain historical circumstances and under certain market conditions, they relied on various opportunities to complete. Primitive accumulation, however, they are not very mature in the construction of furniture brands , but also in the initial stage of consciousness. At present, there are mainly the following statuses:

1, blindly show, not pragmatic

In the brand's affairs, it can be said that the Eight Immortals cross the sea, each has its own tricks: "drugs rely on blowing, cosmetics to chase, electrical appliances rely on health, health products rely on money pile." Then furniture? Buying furniture is not as casual as buying a piece of chewing gum. The purchaser of the furniture is wise. It doesn't care how the model performs. What the spokesperson says, buy furniture, think before you think about it, shop around, just do it. It is "popularity", not "money". If there is no real content under the brand, there is no visible benefit, and it is not necessarily how far it can go.

2, positioning error, labor and wealth

Who is the brand positioning? The problem must be clear first, the terminal-oriented and dealer-oriented propaganda is completely different; the products for the people and the products for the rich are also fundamentally different. Among the furniture brands, the misalignment of materials and styles, the misplacement of specifications and grades, the misplacement of functions and appearance, the misplacement of style and price, etc., abound.

3, short-term behavior. Loss of credibility

The average age of Chinese companies is 3.9 years, and the brand's age is shorter. Every year, countless furniture companies in China are closed down. Every year, there are many new faces in new construction and furniture exhibitions. This dynamic prosperity is really worrying. Today, when the speed of survival of the fittest is increasing, short-term behavior leads to short-lived behavior. Many hundred-year-old stores abroad are just a hundred people. These are two very different brand concepts. Want to eat a fat man, can only hurt the body, broken belly.

4, insufficient preparation, whatever you want

In modern society, all kinds of information are overwhelming, consumers are already paralyzed, and they are becoming less and less sensitive to stimuli, and the promotion costs of brands are getting higher and higher. When many enterprises are not mature, they will act rashly. If they find it wrong, they will change it. The name will change three times a year. The trademark will change, the image will be uncertain, the slogan will be too complicated, and people will be confused and waste publicity resources.

5, great success, increased burden

Furniture is furniture, unlike diapers, you can create a "diaper" brand overnight, and the tens of millions of baby's ass can make you rich. Furniture can't rely on one or two stars to dance and stretch the thumb. Customers pay for it, and there is a potential financial crisis behind it. It is not a good thing that the burden of the enterprise is aggravated.