Three major changes in the furniture industry

On December 30, 2008, City Window Furniture Group invited Mr. Xie Fuliang, a well-known brand expert and planning director of Yuanzhuo brand organization, to visit the company for brand training, and answered practical questions about brand building raised by the audience at the training site. Window of the City became the first large-scale furniture company in Guangdong Province and even the whole country to invite heavyweight brand experts to enter the company and teach the brand to the company's employees. The invitation of Mr. Xie Fuliang for brand training was entirely for the company's brand development needs. From the event that Window of the City invited brand experts to conduct brand training, we saw that the industry is accelerating change. This change is showing that brand survival has gradually become the only way out for furniture companies.

Change one: The importance of the brand begins to take effect

It is no longer a novel slogan for furniture companies to be branded. As early as a few years ago, many furniture companies have recognized the importance of branding to enterprise development. The form of OEM can only make the furniture enterprises gain little profit. The sorrow of the Chinese furniture industry is the sorrow of the brand, the sorrow of autonomy, and the sorrow of slavery. In the era of profitable brands, the Chinese furniture industry lacks strong brands, but still enjoys OEM for others. Furniture companies see their sorrow and think of building brands, but branding is often just a slogan.

Many furniture companies think that to make a brand is to do VI, and to do a brand is to advertise. In fact, brand building is a systematic project. To do systematic planning, there are a lot of processes and links, and it also needs to withstand the triple test of time, society, and profit. It not only includes corporate image design, but also a series of work such as corporate culture construction, brand strategic planning, brand positioning, brand promotion, repositioning, and re-promotion, including: entrepreneurs' words and deeds, personnel recruitment and training, establishment and improvement of corporate systems , Corporate culture shaping, product development, sales model, terminal layout, promotion, advertising and public relations activities, etc. When building a brand, furniture companies should put the importance of the brand into effect and make the brand practical.

Window of the City carefully prepares for a month, spends money, energy, and manpower to "suspend" one day's work. Invite senior experts to send brand experts to conduct in-house training, so that the backbone and elites of the head office and branches can accept advanced brands. Ideas, so as to convey the brand idea to the employees of the company. This branding thinking has changed a lot. From the original corporate boss receiving brand training to the company's employee system receiving brand training, we can see that the furniture company attaches importance to the brand, and the "landing thinking" that puts the brand into practice has been produced.

Change 2: Furniture companies begin to pay attention to brand management of all employees

The fundamental element of a brand is people. The establishment of a successful brand cannot be completed by one person, one department or a brand planning agency. It requires the full participation of all employees of the enterprise. All employees must have a brand management awareness and consciously maintain the brand image, that is, vigorously implement Full staff brand management (abbreviated as "TBM"). The all-person brand management model was first proposed and widely promoted by Yuanzhuo brand organization.

The brand training of City Window System is a reflection of the awakening of the brand management consciousness of all employees in furniture companies. For a furniture company, to successfully build a brand requires not only high-quality products, good after-sales service, a good corporate image, and a perfect quality control system, but also needs to display the brand image on the terminal and do a good job in the company's corporate culture. Therefore, only on the basis of a strong sense of responsibility and conscious brand awareness in each link, a furniture company can finally create a good brand.

In fact, everyone has their own brand. The corporate brand should be based on the personal brand of the employee, that is, the company's "big brand" is largely composed of the "small brand" of all employees. .

For a furniture company to achieve a strong brand, all employees such as entrepreneurs, designers, production personnel, quality inspection personnel, shopping guides, and after-sales service personnel must fulfill their duties and pay attention to the construction of personal brands, because enterprise employees are the "live ads" of the company "Only a good personal brand image can spread a good corporate brand image. Otherwise, the company ’s brand image will lose its foundation for survival and become a source of water and a tree without roots.

Change 3: Cost control awareness brought by systematic thinking

In the past, many furniture companies did not systematically think about branding and did not have brand planning. If you want to make a picture book, you can make a picture book, if you want to make VI, you can do VI, and if you want to increase visibility, you can advertise, but without brand planning, you will make the brand have no soul. It will not be displayed in the overall image, which greatly increases the cost of brand building and causes a lot of waste.

In fact, building a brand is just like building a house. We must first do architectural planning, then structural design, and what kind of interior materials to use. If you think about which brand to use for ceramic tiles and which manufacturer to use for cement in the beginning, this will obviously be a mess.

Window of the City brand training selected the classic brand training course "Penny Brand", which shows that furniture companies have systematic thinking on brand building. At the same time, under the economic downturn, choosing the course of "Penny Brand" also shows that the furniture companies' awareness of cost has increased, and they have returned to rationality in brand building. In reality, many furniture companies are caught in the misunderstanding of "brand luxury theory". In fact, brand building does not necessarily cost a lot of money. As long as you have the right brand building strategy, use appropriate operating methods, actively innovate, and low cost can also Build a strong brand.

Under the influence of this year's financial crisis, the furniture industry has suffered a cold winter, and brand survival has become the only way out. Window of the City, as a large-scale comprehensive furniture manufacturer, has made initial achievements in the shaping of furniture brands over the years. This brand training is precisely for companies to better promote the development of corporate brands, and implement the brand management of all employees. . At the same time, the emphasis and strengthening of brand training also objectively reflect that the brand concept of the entire furniture industry is changing, and the changes promoted by it will be more conducive to the birth and development of strong furniture brands.