See how the wardrobe business responds to the industry "cold winter"

In 2011, in the climate of the downturn of the home building materials market, the wardrobe industry also encountered a downturn and the test of “cold winter”. Differentiated management, brand core appeal, and service personalization are the three major tools for wardrobe enterprises to break through.

Seeking a breakthrough from differentiated management

At present, China's wardrobe industry is still in the initial stage of growth, and has not yet formed a monopoly, but the competition has been fierce, and hundreds of companies are doing the same thing and the same products. In fact, the more intense the competition, the more opportunities there are. The opportunity lies in whether the company is good at using differentiated operations. Differentiation is not a point of differentiation, but a system of differentiation, including business philosophy, business methods, etc., must be different, have their own unconventional.

From the current competitive landscape characteristics and development trends of the wardrobe industry, companies can only achieve differentiated operations if they refine their respective core concepts. For example, thinking about what the consumer's needs are, we must figure out the positioning, humanity, and humanity of the target audience. What is the nature of the demand? For the high-income class, their demand must not be the product itself, but the value, identity, status and taste embodied in the brand. The product is only a means and carrier. Any product is designed to meet the needs of consumers. Only by studying the target needs of consumers can we provide the concepts, appeals, culture and products that adapt to the market. Therefore, the product positioning must be clear, to meet the needs of different levels of consumers, to adapt to the diversified, personalized market needs.

However, the current industry is not doing well in this respect, and there are serious homogenizations in brand appeals and product selling points. Take the word "custom", the European slogan is "the pioneer and leader of the custom wardrobe concept", Meade Castle emphasizes "customized experts", top solid "life is different because of customization", Marg is " China's custom home founding brand, Korani and Sophia also emphasize customization, almost every brand is custom.

In fact, customization has long been a public attribute of the industry and is no longer exclusive to a particular brand. When everyone is talking about customization, it means that everyone has no personality, even spending money on advertising, and doing ads that are not differentiated. Some experts said that the essence of the wardrobe industry is like clothing, which has surpassed the actual practical value and become a symbol of spirituality, temperament and taste. Only by meeting the vision and personality of the target audience, from product sales to humanistic marketing, can we truly achieve differentiated operations.

Seeking breakthroughs from the core appeal of the brand

There are countless wardrobe enterprises in China, but there are very few wardrobe brands that can really make a sound. This is the consequence of companies not paying attention to brand marketing. Brand marketing is a systematic marketing process, not only to meet the needs of consumers, but more importantly to meet the needs of all employees for the company's desire, belonging and happiness. If employees do not have a sense of belonging, happiness and security, it will be difficult to produce good products, not to provide services that satisfy consumers, and to establish a brand of the company. So the brand is from the inside out, not just by advertising, you can build a strong brand.

Brands must first be identifiable. Through brand symbols, ideas, images, personalities, advertisements, unique differentiation, etc., there must be slogans that impress consumers and stimulate people's attention. In the past, good wines were not afraid of deep alleys, but nowadays, if they are not promoted, it is difficult to sell them because they don’t know how good your wine is.

Branding should look for appeals according to the needs of consumers and the target, some products should highlight environmental protection, and some products should emphasize comfort. In the core appeals of many products and brands, we can only refine one point, which is the sharpest and most valuable appeal. You can't say that you have everything, otherwise you will have a relationship between spear and shield.

Brand appeals must have a core concept of truly grasping the minds of consumers, and grasp the most fundamental and innermost needs of people. For example, Nippon, her appeal is “to refresh life for you”. This can be said to be a pun. What does new life mean? It must be happy and healthy. Nippon Paint meets these characteristics, so this appeal is efficient. The appeal.

At present, what is the appeal of the wardrobe industry in brand building? Taking a brand as an example, she talks about luxury, simplicity, aestheticism, unrestrained, green life, and environmentally friendly life. She talked a lot and almost included all the features of the wardrobe. Instead, it has caused no prominent focus, no personalization and differentiation.

Therefore, as a company and brand, we must not treat all the characteristics as a claim, and everything is there. As a result, nothing is. Not all features must be expressed. The more you talk, the less consumers know who you are. This is the misunderstanding of brand appeal.

A strong brand is often the embodiment of a certain concept. To build a brand strategy system, we must understand the brand's connotation, brand positioning, brand value proposition and brand commitment, brand personality and association, etc., so to become a strong brand. Don't be greedy, you have to hook up with a particular concept and become the embodiment of a particular concept.

The greatest realm of the brand is to have a large number of target audiences that are hypnotized, that is, the believers of the brand, making it a belief. When Jobs was alive, he wanted to change the world, but Jobs changed the world after he went to another world, not because of the success of the product itself, but because Iphone and Apple have become a belief.

Seeking breakthroughs from service personalization

At present, there are many unsatisfactory places in the service links of many custom home furnishing enterprises, that is, the services are not in place. In fact, if you serve a customer with care and make an order, the company may harvest seven or eight new customers, because the word of mouth of the consumer can help you bring more customers and business.

In addition, the current middle class often has a second home or even a third home. Whether they choose the same brand when they consume again depends on whether the brand's first service is in place. Therefore, good service is an important guarantee for the brand to achieve market breakthrough.

Providing a pleasing terminal buying environment and consumer experience is the focus of current market competition. In terms of terminal services, companies should strive to make their customers more enjoyable and convenient, and provide differentiated business models based on different consumer psychology, providing personalized products and services.

Home marketing is built on the entire system, not a point or link. In order to truly meet the needs of consumers, enterprises should go beyond the practical functional level of products, provide consumers with more convenient and more thoughtful services, and establish distribution systems, service training, customer management, etc., in order to win consumer trust.

After ten years of development, China's wardrobe industry has begun to take on a considerable industrial scale and achieved good results. We expect that the Chinese wardrobe industry will emerge more elites in the next decade, driving the industry to move forward and develop healthily.

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