Emerging custom furniture has been bred in the market in recent years, and now it has become extremely hot, especially in the custom-made market for whole-house furniture with wardrobes as the main category, and it is launching a vigorous brand-building campaign. How do custom furniture build its own brand? In the era of "Wan Wan Qi Fa", it is especially worthy of attention. China's custom furniture market has a trillion space. There are 400 million households in China. In a prefecture-level city, there are more than 50,000 new-family households each year. The average new home furniture consumption is 50,000 yuan, which is 2.5 billion yuan in home market capacity. Based on this calculation, the total market capacity of 660 cities above the prefecture level is 1.6 trillion yuan per year, and the total consumption in the next five years will reach 8 trillion. Custom furniture will be dominated by cabinets and wardrobes, and this number is still growing at a rate of 20% per year. The home market will be a massive gold market. In the early development of the cabinet wardrobe industry, a number of famous brands including Europa and Sofia have grown, and they have already taken the lead in the industry. The vastness of the Chinese market is not a single or a few companies that can monopolize an industry. There are also a large number of emerging brands that have risen in the cabinet wardrobe area, such as Shangpin Home, Weiyi, Langu, etc. They also have Your own core competitiveness. Customized furniture industry branding activities in full swing In addition to a single cabinet, wardrobe brand, related industries such as furniture, flooring, bathroom, electrical appliances, brand companies also look at this market, they use the brand extension strategy, have entered the cabinet wardrobe The industry has brought tremendous pressure on emerging brands. The brand-making movement was vigorously carried out in the cabinet wardrobe industry. Some enterprises did well, and some enterprises did not do well. Companies that do well have a high commonality, that is, they can accurately position the brand. Recognizing the essence of the custom furniture industry to do brand positioning, the first is to have a clear understanding of the positioning of the industry in which they operate. Specific to custom furniture, its essence is service, is a service industry. Positioning it as a service industry rather than a production industry, and the rise of custom furniture is closely related to the evolution and change of consumer behavior. Previous consumers can only buy furniture in the market. If they are dissatisfied with the furniture they see, the only way is to go a few more, go around and look around to become the consumer's purchase status. Furniture companies only need to The furniture produced can be placed in the store, and it is not what the consumer wants. For consumers, buying furniture is a very painful thing. For finished furniture merchants, it can only provide low value-added exhibition hall physical sales service, which can not solve consumers' time saving, worry, save trouble, save effort and save money. Personalized home needs. Now consumers buy furniture, they will prefer one-stop whole house customization, because this model can meet their needs for personalized space solutions, and can provide them with targeted personalized full-process professional services. Throughout the process, caring service has become an important yardstick for measuring the level of business management. From this level, custom furniture is a service industry, and those brands that have been eliminated in the field of custom furniture are eliminated because they do not recognize the essence of the industry and cannot carefully select the service details. If brand companies can establish a scientific service system around the essence of the service industry and provide professional and thoughtful services, they will get rich returns on the two key indicators of brand and profit.
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