China's furniture industry has entered the era of brand competition

The Furniture industry enters the age of brand competition

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

And this is just part of the recent brand initiative of Shuanghu Furniture: Almost immediately after winning the well-known Chinese trademark, Shuanghu Furniture’s “Double Tiger” soft furniture won the “Sichuan” award granted by the Sichuan Provincial People’s Government. "Brand name"; and at the annual business conference held in January, Shuanghu Furniture started the replacement of the VI system...

"Brand competition will become an important means of competition in China's furniture industry in the next few years." According to Zhang Siquan, general manager of Shuanghu Furniture Marketing Corporation, various measures in the brand aspect are, on the one hand, inevitable choices for Shuanghu's own breakthrough. On the other hand, it is also a necessary means to deal with industrial competition.

In fact, the trend of furniture manufacturers in the brand force, has come to an end in 2009.

In April 2009, Red Apple teamed up with Europa Cabinets, Dongpeng Ceramics, NVC Lighting, Nature Flooring and Midea Air Conditioning to form the "Champion League" and launched pan-furniture marketing. Named "Champion League", in the Chinese furniture industry has not yet reached such a high degree of red apple apparently took the opportunity to upgrade its position in the industry.

In 2009, the royal family signed Liu Jialing who had just married Liang Zhaowei. With the transformation of the product from simple, healthy to mature, tasteful style, the selection of Carina Lau in the dynasty was very natural. With the cooperation with Carina Lau, the stimulating slogans of "The Dynasty of the Royal Family and My Home" also have more connotative interpretations.

In 2009, Muth Cookware signed a contract with CCTV to hold a large-scale concert of "Happy China Tour - Mousse Enjoy, Healthy Sleep". Applying such high-standard entertainment programs to corporate marketing, Muse Furniture pioneered the Chinese furniture industry.

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“After over 20 years of development, the competition in the furniture industry in China has become increasingly intense; at the same time, the mainstream furniture manufacturers in China have already laid a good foundation in terms of product systems, manufacturing, channels, services, and other infrastructure. In the future, efforts are being made at the brand level to enhance competitiveness through brand building, which has become an inevitable choice for these furniture companies. It can be said that China's furniture industry has entered the era of brand competition, said Zhang Siquan.

Brand building must return to the nature of marketing

“However, impetuous, quick success and instant benefits are currently serious problems in the brand competition of the Chinese furniture industry.” As a marketing person who has been immersed in the furniture industry for many years, Zhang Siquan is still accustomed to using the industry and criticizing the brand construction of furniture companies. Look at it. In 2010, Shuang Hu made frequent efforts in brand building. Zhang Siquan is the master planner and the leader.

"Branding must be based on products, without the support of the product, any branding will become a passive water." Zhang Siquan believes that this is a very serious problem, but many furniture companies do not fully realize. Based on this, companies are liable to make two mistakes. One is regardless of the others, and the other is the same. Regardless of the circumstances, corporate publicity is prone to exaggeration and is inconsistent with the facts. For example, last year, some companies claimed environmental protection while products frequently encountered environmental problems. In the case of a cloud of people, the company’s branding will be similar, lacking its own characteristics. In 2009, many furniture manufacturers used environmental protection as a key word for brand building. The result was not satisfactory.

According to Zhang Siquan, quality has always been the core keyword of the two tigers in brand building. “Furniture is a durable consumer product, and it often occupies a large part of household expenses, and it is used for many years. Therefore, quality is always the most concern for consumers. We hope that in the eyes of consumers, the quality of the two tigers will always be trustworthy. At the time of the rebranding, Shuang Hu hit the slogan of "Twenty Years of Classical Quality, 50 Million Family Trust", and in the secondary and tertiary markets where Shuanghu has infiltrated, "the price of Shuang Hu Furniture is high but "Good quality" is a very common perception.

For the other situation of brand building within the industry, Zhang Siquan also put forward his own view: “Now many companies talk about the brand and talk about culture at every turn. There is nothing wrong with culture as the end product of the brand, but this is not suitable for all. In the process of brand building, companies must understand their own customer groups and know what customer groups need and can accept, so as to form more direct and smooth communication with customers.”

To this end, Zhang Siquan gave an example: Recently, the two tigers set up a Hummer team and held a tour around the country. “A lot of people may think this is a bit too vulgar, but what I want to tell you is that the effect is very good. Because we currently focus on 2-4 cities, users in these places are far more comfortable with Hummer. For a cultural theme."

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