Subject to 08 the depth of the financial impact of the tsunami, many Chinese furniture industry has begun to focus on brand building, and constantly increase the intensity of the corresponding budget and investments, star endorsements, CCTV advertising, national large-scale promotion of a common feature generous, and would definitely consider the brand is the business to win consumer trust and grab market share and through the crisis and critical juncture of the important magic weapon. For the furniture industry, the brand really is the business time of deep crisis and the plight of "life-saving straw"? Really necessary to Deal or No Deal and flowers make great efforts to brand building and communication do? This requires us to rational thinking and to examine the role of the brand for the furniture industry.
Experiences have had to purchase furniture, you will be aware, when we entered a furniture store and the store, when we first moved often throughout the furniture shop and a store's overall style, or luxury, or noble, or fashion, or simple , or fine, or purity ... ... and often at this time that our subconscious has not yet appeared, "warrior your name" - concerned about the brand what it is, our minds globrand.com already started the first "self inquiry" since its price and quality aspects of the problem. This shows that consumers often do not pay attention to when buying furniture, furniture brands, but will further consider its quality, price and style and so on. That is what led consumers to buy furniture, furniture brands do not pay attention to it?
This is mainly because the furniture is a traditional technique of low-tech products, its main body and the core component - wood or processed plate, its R & D, production process, for consumers, do not feel strange and "mysterious", which will be in terms of experience and subconsciously makes the consumers feel that the furniture products are not too many "blind spots" and the "cognitive gap", thus consumers would not have space for furniture-related product knowledge and information needs, and thus to a certain extent, determine the enterprise's brand communications activities will not be attractive to them. - This means that consumers will not take the initiative to pay attention to the furniture industry brand.
Meanwhile, the furniture, the product itself is a very special product - the product itself has become particularly strong "brand marketing" feature. We know, simple products often can only bring a certain functionality and utility of consumer satisfaction, but by creating brand will be able to meet consumer demand for identification, the value of expression, emotion recognition, etc. to meet the psychological. Consumers in the purchase of furniture, the get is often not just a level of objects and effectiveness of the "furniture", but more with the product after it with the surrounding environment, a "mood and feel of home" -- When this "home of the mood and feel" and the consumer the right path, they have in their mind would be to define, this is what I need "furniture"; the other hand, it is not necessary furniture. At the same time, this "home the mood and feel" for consumers an identification, the value of expression and emotional satisfaction (It makes me become a fashion standard-bearer, it highlights my taste and distinguished identity and so on ), in an invisible being to meet consumer demand for "furniture brand" needs, can be regarded as a "hidden" brand acceptable behavior. - This means that companies can not deliberately to create a furniture brand.
Finally, because of the complex characteristics of furniture, a set of furniture, often from the bedroom series, living room series, dining series, study series combination of the brand makes the current media and tools to be very difficult for consumers to create a "body near its territory "and" home of the mood and feel, "Take for example television advertising, because by the advertising, media, restrictions on expression is difficult in a very short period of time in detail the performance of furniture quality, style and overall to show the above-mentioned" family the mood and feel ", naturally, difficult for the consumer identity, value and emotional expression to meet, and therefore, the current brand of media and tools it is difficult to bring furniture brand marketing role. - That is to say, the existing brand tools do not help companies spread a good brand.
Clear from the foregoing, furniture, the large-scale investment, generous behavior brand is undoubtedly a stupid and not worth the investment behavior, the final result can only be, "sowing the dragon seeds, harvest Flea"! Relevant bodies of research data show that the brand into the top 10 furniture companies in China received less attention, the sum of the brand into three, and furniture, brand promotions are hardly sufficient to make the purchasing decisions of consumers. This is not only furniture brand communications business is difficult for enterprises concerned about the degree of convergence a good brand and create a good marketing performance, but also show that China's furniture industry do not have to spend big investment to carry out brand building and creating.
That is for the furniture industry, how can we better improve their marketing and branding to build it? This requires us to proceed from the following aspects: 1) to highlight the product style and personality to create a unique scenario to experience furniture store. From, we know that more consumers to buy furniture at furniture stores and stores on-site experience, created by the corresponding furniture out of "home the mood and feel" to make purchasing decisions (though sometimes, after this decision is in the shop around made), which requires enterprises in the furniture store in accordance with relevant products and psychological needs of consumers and other planning and creating a distinctive style and personality of furniture stores, so that this kind of "family mood and feeling" better reflect a identification and value. 2) to upgrade the technological content of products, the introduction of new materials and processes, such as building cars, IT products, like making furniture, so furniture products with innovative knowledge "replacement" so that consumers of existing knowledge on the furniture, "Left Behind" , resulting in new knowledge of furniture products and new information needs, finally take the initiative to focus the brand furniture industry dissemination activities, which makes furniture industry reduce the cost of brand communications. 3) the creation of new business profit model, the depth of the channel expansion and marketing. As the furniture industry, furniture sales model is changing, many furniture companies began to focus on new profitable exploration and practice, and strive to win the market with a new model of speed, competition, opportunities and room to grow.
