The website logo of the well-known furniture brand Ronglin Shijia has changed its appearance. The word "Shijia" is missing, and only "Ronglin" remains in sight. Its English name has also changed from "RONG · L" to "ROLING".
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There are also top 100 furniture companies that have been quietly renamed like this. A few months ago, Top 100 International Furniture transformed into Euro Hui International Furniture. Looking forward, in 2011, the home furnishing brand HOLA from Taiwan was renamed to HOLA Tellus and Le Home Furnishing; in 2010, Hua Nai Group was renamed to Hua Na Home Furnishing Group ... Looking at these renamed companies, all are An enterprise that has gained popularity in the industry and has a certain brand appeal. Their brands are mature enough. Why did they choose to change their names at this time?
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Although various enterprises have different explanations for the reasons for the name change, the root cause cannot be escaped from the words "change positioning". Careful insiders can see that the position of Ronglin President Qi Lin in an interview with the media is now sometimes the chairman of Ronglin Home Furnishing Chain Organization, and on Qi Lin ’s original business card, the words “Furniture Chain Organization†". Although there is a difference between "home" and "furniture", for the brand, it is a change in positioning. The original "Ronglin Shijia" mainly sold original furniture, and "Ronglin" expanded its positioning extension to "home". Although it is still the main furniture category, it will also be involved in the field of home improvement, building materials, and home decoration in the future. Not surprising.
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The Top 100 International Home was quietly renamed for positioning reasons. The original Top 100 International Home Furnishings operated both its own brand furniture and high-end imported furniture. The word "international" seems to be a bit unrealistic. And the new name "Euro Euro" seems to have the intention of bringing together the European famous furniture network. When it is renamed, the products in the museum will be readjusted. Not only will the original private brand furniture be completely removed, but also the types of imported furniture will be enriched. It integrates the famous products of many European countries, so that it is more in line with the name of "European Exchange".
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And those companies mentioned above already have their own positioning and brand, why did they suddenly change? On the one hand, the original positioning of some brands can no longer meet market demand. Today, as the home furnishing industry matures, "pan-home furnishing" has become the general trend. The cross-border operation of home furnishing enterprises has become the norm: the construction of stores, the decoration of furniture, the sale of furniture, and the construction of stores ... The entire home furnishing circle has become a "pot", and the boundaries between categories are becoming more and more blurred . In this case, the original positioning of many brands needs to be adjusted in accordance with market trends, changing "furniture" to "home furnishing" or becoming the future trend.
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Some brand positioning is chaotic, but it will bring negative effects to the brand. For example, it clearly started with its own brand, but it had to wear the original "hat" to act as an agent for imported furniture; clearly under the banner of "international home", but still selling low-end furniture, so as not to make consumers confused strange. Fortunately, the Top 100 woke up in time, instead of chaotic positioning, it is better to change the name and start again.
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Of course, a company's name change also bears certain risks. To some extent, changing a company's name is equivalent to allowing consumers to re-accept a brand new brand, which is not an easy task. In today's highly information-based industry, companies should still use various media to let consumers know the company's name change information in a timely manner, so that the new brand positioning can quickly inform consumers, and at the same time improve the new brand image as soon as possible. In the market competition, let companies pay less for the name change. (Editor: Peter)
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