Break through the innovation and re-development of the second and third line cabinet brands

Is it a professional cabinet brand or a manufacturer that has always advocated overall home improvement? Or by the overall home improvement? With the deepening of understanding, consumers are even more puzzled. The name of cabinets varies from company to company. Which one is credible?

The advantages of the whole cabinet are tailor-made, space-saving, stylish and elegant. Through clever design, the cabinet can be divided into clothes hanging space and folding market, but development is difficult to break through the placement space. The top can also be built as a closed cabinet, placed bedding and other items. What is most appealing to the fashionistas is that the whole cabinet can be customized with home decoration needs and colors to achieve the integration of home style. These characteristics of the overall cabinet, so that the overall cabinet more and more sought after by urban people who pursue high quality of life, and the overall cabinet market has become "the last piece of custom furniture," not only cupboard companies flock, many do Hardware and wooden door companies are also eyeing, waiting for opportunity to enter, we can see the overall cabinet market space is large, there are data shows that each year cabinet has 400 billion market space.

China Cabinet Network learned that by visiting the cabinet market, many second- and third-tier cupboard brands are currently dug into the market for the first pot of gold, and their business development has been limited. The consumer market has grown substantially, and the company's sales have grown slowly.······ . For the reasons, we summarize the following points:

First, the market lacks a unified standard: cabinets, wall cabinets, sliding doors, and sliding doors. These are the names of the entire cabinet. So far, "the whole cabinet" is the unified name of people in the industry. The overall cabinet as a low-minded commodity, consumers in the initial phase of contact, often have questions about the difference between these different named products, the definition of the product is in a state of chaos, understanding is different. When visiting cabinets in Guangzhou, China Cabinet Network found that as major professionals in the major brand shopping guides, the names of cabinets are also different, which will have more or less adverse effects in the consumer's consumption decision-making process. The difference in the definition of the product name is only a microcosm of the lack of unified norms in the cabinet market. In the process of cabinet production, sales, and installation, the inconvenience caused by the lack of uniform standards is everywhere.

Second, the chaotic competition: Today, the German Grameen, the Chinese Federation? Gordon, French Sophia, France Yi Shili and other well-known whole cabinet brands no less than dozens. Coupled with some domestic cabinet brands with a forward-looking awareness, through their successful experience in the cabinet industry, they have also explored the depth of the water to take the opportunity to introduce development opportunities. In addition, home improvement companies known as “one-stop” services, which provide overall home improvement services, are also provided free of charge by designers to provide a piece of the cabinet market. The cupboard market contends for the deer. Everyone is trying to find a market of their own. “The threshold of entry for the cabinet industry is very low, and only a few hundred thousand can be used to start operations.” In the opinion of Mr. James, General Manager of Hollywood, only a small amount of capital investment is needed to compete for the market and the cabinet industry has been in confusion. The main reason for the competitive situation.

Third, product design: "Design" is the soul of product development. The whole cabinet is still in the high-speed growth industry, and consumer awareness has not yet been popularized. When consumers are decorating their new home, they do not even realize that there is a separate brand to choose from. They also do not know the difference between a branded cabinet and a custom-made company. At this time, “design” plays a decisive role.

Walk in the home store, everywhere the cabinets, styles, plates are similar, the difference is the cabinet brand. Mr. Wu, a general manager of a company, even bluntly stated that "small businesses have small businesses." Mr. Wu said that for small businesses, it is impossible to hire a dedicated designer. In the small business dictionary, "product development" is to make innocuous modifications to the best-selling products on the market and then attach their own nameplate. "Designer" is the salesperson who will draw, "design" is the "caliper."

Fourth, installation services: Installation technology is another threshold for the development of cabinets. In the flooring industry, there is a saying that "three points depend on quality and seven points depend on installation." In the cabinet industry, there are also strict requirements for installation. The installation of pulleys and hardware gadgets directly determines the useful life of cabinets. Many cabinet brands, as emerging development companies, seldom allocate funds individually to train installation workers because of their strength. It is often the recruitment of several employees in the construction guerrillas that immediately enters into substantive work. This is a common practice in the industry. This directly leads to a decline in the quality of product installations, which leads consumers to believe that they are product defects and lead to brands. Even the damage of the industry.

Internal and external repairs, to fully meet consumer demand overall cabinet 5-8 years later than the development of cabinets, the current overall brand of cabinets is relatively small, and most of them belong to regional brands, but most manufacturers have plans to expand channels It will expand the market beyond the provinces and provinces and strive for greater market share. China cabinet brand experts believe that companies should grasp consumer demand in time of brand expansion and “do a good job and make a full image”:

First, adhere to the brand strategy of wine also afraid of deep alley. Over the years, most of the cabinet companies’ marketing programs have focused on four aspects: product, price, channel, and promotion. The ultimate result of market competition is the brand era. Currently, the competition among the whole cabinet companies is manifested in brand awareness, products, services, innovation, and promotion concepts. Among them, the brand operation is particularly important. Rich brand elements, added value of the brand, and brand culture have become an important aspect for consumers.

But now companies have begun to realize that before the company carries out the above aspects, it is more important to position itself. The accuracy of a company's positioning not only affects the company's product sales, but also directly changes the company's development trajectory. Volvo made a wise decision that year, called for security, and later became the classic Volvo "safety positioning." This past Swedish small company has grown into one of the most powerful car brands in the world.

Second, self-innovation ability The author believes that "to take the road of innovation is the best way out for the development and expansion of the overall cabinet industry in China." In the modern market economy environment, competition has been ubiquitous in every corner of the market. In the same market, it is not uncommon for the same variety of products offered by many different companies to compete for sales. Product innovation is to compete with homogenized products so fiercely today, requiring our companies to "customize" around the essential core of the overall cabinet, according to the target consumer groups' income status, consumption characteristics, cultural characteristics and preferences of the consumer groups, etc. Features, create unique and different products from similar manufacturers.

Third, improve services to increase brand value The competitiveness of brand cabinets is mainly reflected in the installation of services and after-sales, through product sales and full-service, and constantly establish a monument in the hearts of users, win people's support, establish a good reputation, is the company Long-term plan for development.

The real overall home solution requires that the life cycle of the R&D process is 20-30 years. The construction personnel have more than 8 years of construction experience and are trained and supervised as a “industrial worker” by a rigorous management system. This is a requirement of the construction company for the “fourth generation home improvement” company. The company’s cloakroom is widely welcomed by the high-end market.

Fourth, personalized customization "As long as not made round, what kind of cabinets we can customize." Hollyle salesman told the Chinese cabinet network market research staff, the overall cabinet because it can be tailored by the vast number of consumers The favor. Custom furniture can not only be embedded behind the wall, but also can be extended up to the roof, making full use of the room space. "How high is the customer's home? How can our cabinets be customized?" And Chinese cabinet network market researchers were advised when consulting Italian style, top 100 and other panel furniture brands that they could adjust the width of the cabinets and The internal structure, but the height is fixed at 2.2 meters, can not be increased according to individual needs. In addition, sliding furniture cabinets of general plate furniture brands can only be made about 2 meters wide. The sales staff explained this as "If it is widened, the sliding door will be easily deformed." And the brands of the whole cabinets all said that the 3-meter wide sliding door cabinet could also be done. "We have this expertise."

At present, many home-based companies are optimistic about the overall market prospects of cabinetry, including cabinets, home improvement, flooring, and furniture. All of these are beginning to set foot in this industry. The industry competition will be fierce in the future, but the overall cabinet customization characteristics are stronger. Therefore, a company that specializes in whole cabinetry is expected to become the market leader.

Cosmetic Bottle & Jar

Yason Packaging Co., Ltd. , http://www.zjcosmetictube.com

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