In recent years, Shenzhen furniture channel brands such as Jin Haima, Haobai, and Le Anju have grown at the fastest speed, which has increasingly affected our lives. However, there are thousands of furniture companies in Shenzhen, most of which have 2 to 3 series of brands, and an average of one series of brands will be added every two years, and the average life expectancy of these brands is no more than 5 years old. According to industry experts, the brand building industry of Shenzhen furniture enterprises has been in danger, and it is extremely urgent to highlight the importance.
Why brand building is "crisis"
Experts in the industry pointed out that on the one hand, the disorderly expansion of channel brands, the weak product brand became a wedding dress; the brand dealers saw the fortunes, so that the brand image, service and other links hang the chain, the brand died in the middle; on the other hand, the brand Professional managers are profit-seeking, lacking the scientific system of brand operation, and the brand has become a "premature baby"; there is a lack of solidarity and cooperation among peers, the market is not standardized, and the brand is broken.
In fact, the current status quo of the Shenzhen furniture industry is a necessity, not an accident. First of all, furniture companies have long lacked brand awareness and are willing to have no say in the market. Dependence is serious, export depends on OEM, domestic sales rely on terminal stores; secondly, furniture enterprise brand management is weak, brand health care ability is not strong, and long-term speculation, arrogance, and ridiculous thinking are serious.
Brand building must overcome the "four major problems"
First of all, furniture companies pay little attention to the public welfare undertakings and social responsibility of the industry. Want to make money, don't want to spend money. In order to make money, some enterprises squeeze the profits of upstream suppliers and suppress downstream dealers; others are small and well-being, lacking awareness of danger; and even worse, cutting corners and deceiving consumers. Shenzhen furniture entrepreneurs must understand the truth: companies not only make money, but also how to spend money. For example, employee benefits, dealer support, advertising promotion, public welfare activities, etc. are all added to the brand, but how many companies have a scientific and standardized brand system?
Second, the price war on furniture has never subsided. The price of a wooden bed can be from 1280-1080-980-880-660-380 yuan. Just look at today and don't want tomorrow. Isn't this suicide? As furniture for durable goods, price is not the main factor affecting consumption. According to the survey, 60% of consumers believe that quality is the most important, 20% of consumers think that style is the most important, and 15% think that after-sales service is the most important. Important, only 5% of consumers believe that price is the most important.
Secondly, many furniture companies like old cows pull cars, only know how to work hard, but do not know to look up the road to find resources, planning, preparation, many companies are rushing to get on the train first, then buy tickets, found wrong, Turn around again. Some companies are planning, how much is this year to sell? How many scales are you reaching? When is it listed? What industry benchmark? In fact, this seemingly correct strategy ignores the scientific basis and implementation details, and often ends up on paper. Enterprises should have a sense of prevention, systematic planning of market situation, industry dynamics, manpower deployment, etc., and implementation according to plan, is the basis of business operations.
In addition, many companies feel good about themselves, lack crisis awareness, blindly introduce professional managers, but they cannot provide professional managers with the soil for survival. Professional managers in the furniture industry are also generally lacking professionalism and professionalism, which has caused the furniture industry to fall into the predicament of “lack of talentâ€. The success of an enterprise begins with changing oneself to care for others, from corporate legal person to industry representative, from single competition to cooperation and win-win, from focusing on production and sales to focusing on technology and brand, from price competition to value competition; The promotion of brand management to the brand management, in order to move towards the brand.
Why brand building is "crisis"
Experts in the industry pointed out that on the one hand, the disorderly expansion of channel brands, the weak product brand became a wedding dress; the brand dealers saw the fortunes, so that the brand image, service and other links hang the chain, the brand died in the middle; on the other hand, the brand Professional managers are profit-seeking, lacking the scientific system of brand operation, and the brand has become a "premature baby"; there is a lack of solidarity and cooperation among peers, the market is not standardized, and the brand is broken.
In fact, the current status quo of the Shenzhen furniture industry is a necessity, not an accident. First of all, furniture companies have long lacked brand awareness and are willing to have no say in the market. Dependence is serious, export depends on OEM, domestic sales rely on terminal stores; secondly, furniture enterprise brand management is weak, brand health care ability is not strong, and long-term speculation, arrogance, and ridiculous thinking are serious.
Brand building must overcome the "four major problems"
First of all, furniture companies pay little attention to the public welfare undertakings and social responsibility of the industry. Want to make money, don't want to spend money. In order to make money, some enterprises squeeze the profits of upstream suppliers and suppress downstream dealers; others are small and well-being, lacking awareness of danger; and even worse, cutting corners and deceiving consumers. Shenzhen furniture entrepreneurs must understand the truth: companies not only make money, but also how to spend money. For example, employee benefits, dealer support, advertising promotion, public welfare activities, etc. are all added to the brand, but how many companies have a scientific and standardized brand system?
Second, the price war on furniture has never subsided. The price of a wooden bed can be from 1280-1080-980-880-660-380 yuan. Just look at today and don't want tomorrow. Isn't this suicide? As furniture for durable goods, price is not the main factor affecting consumption. According to the survey, 60% of consumers believe that quality is the most important, 20% of consumers think that style is the most important, and 15% think that after-sales service is the most important. Important, only 5% of consumers believe that price is the most important.
Secondly, many furniture companies like old cows pull cars, only know how to work hard, but do not know to look up the road to find resources, planning, preparation, many companies are rushing to get on the train first, then buy tickets, found wrong, Turn around again. Some companies are planning, how much is this year to sell? How many scales are you reaching? When is it listed? What industry benchmark? In fact, this seemingly correct strategy ignores the scientific basis and implementation details, and often ends up on paper. Enterprises should have a sense of prevention, systematic planning of market situation, industry dynamics, manpower deployment, etc., and implementation according to plan, is the basis of business operations.
In addition, many companies feel good about themselves, lack crisis awareness, blindly introduce professional managers, but they cannot provide professional managers with the soil for survival. Professional managers in the furniture industry are also generally lacking professionalism and professionalism, which has caused the furniture industry to fall into the predicament of “lack of talentâ€. The success of an enterprise begins with changing oneself to care for others, from corporate legal person to industry representative, from single competition to cooperation and win-win, from focusing on production and sales to focusing on technology and brand, from price competition to value competition; The promotion of brand management to the brand management, in order to move towards the brand.
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