Brand Revolution: Treating mahogany furniture as a consumer product
Zhao Long, President of Beijing Guofu Zongheng
"Planning" measures: establishing a multi-level brand structure
In this regard, the "Planning" proposes: the redwood industrial zone should form a multi-level brand structure such as regional brands, alliance brands, corporate brands and product brands; develop and expand each enterprise with cultural heritage and heritage, and promote cultural resources and production. Resources are moderately concentrated to superior enterprises; promoting conditional enterprises to become bigger and stronger, listing and restructuring mergers and acquisitions.
Zhang Xifu, chairman of Zhongshan Dongcheng Redwood, told the reporter of “Brand Redwoodâ€: “The development of regional brand in Zhongshan Redwoods has been difficult, and it is not easy to form an alliance brand.†There are mainly the following reasons: The Dahong Hongmu production area has a long history. There are many large enterprises, each with a relatively clear corporate philosophy, it is difficult to integrate with each other, lack of organizers and direct attraction. The role played by the association is relatively limited; lack of funds to form alliance brands to participate in activities or promotion requires funds. support. Zhang Xifu said that the development of regional brands requires government guidance, call and related financial support.
In the "multi-level brand structure", compared with the long-term strategy of the brand of the production area, cultivating a group of leading enterprises with strong core competitiveness is an important measure for the development of the production area. In the “six belts and one districtâ€, the “cluster†characteristics of mahogany enterprises are very obvious. Only Fujian Xianyou has about 4,000 including sculpture factories and more than 2,000 in Dongyang, Zhejiang. However, there are a large number of small workshop-style mahogany enterprises, the phenomenon of homogenization of enterprises is serious, and it is difficult to form a representative brand enterprise. The first task of the optimization and upgrading of the Redwood Industrial Zone is to promote the transformation of the development mode of the enterprise to the intensive type, solve the problem of homogenization, and accelerate the process of brand building.
In the transition from overheating to “new normal†in the rosewood industry, weak brand awareness is a common problem in most companies. The proliferation of “materialism†has caused mahogany companies to ignore the brand value of mahogany furniture for a long time. The furniture of the same material, the price difference between different brands can reach several times or even ten times. The quiet change of the market has attracted the attention of some enterprises, and gradually realized the value of the mahogany furniture brand.
Liu Yu, general manager Liu Yu
Industry Interpretation: Redwood Enterprise Brand Building is still in its infancy
“There are few leading enterprises, which are related to the particularity of the mahogany industry to a certain extent.†Liu Yu, general manager of Zhongshan Yiguxuan, believes that there are three reasons: First, because of the characteristics of the mahogany crafts, it is different from the mass consumer brands. The brand is not exactly proportional to the scale. Second, the high-yield production of the mahogany industry in the production chain is low. Considering the existing scale of development of the mahogany enterprises, there are very few enterprises that can achieve large-scale investment and output. Third, the brand awareness of the mahogany enterprises is relatively weak. Except for the huge investment in the production process, the investment in other links will be stretched. For example, the investment in brand promotion, market development, product packaging and marketing is very low compared with other industries.
Zhao Long, a senior brand marketing expert and chairman of Beijing Guofu Zongheng Management Consulting Co., Ltd., held different opinions when interviewed by reporters. He believes that the main reason for the weakness of the mahogany brand is that its industrialization is not high enough, and brand building is at an early stage. Zhao Long explained: the homogenization of the mahogany industry is serious, the industry development is not mature enough, the degree of industrialization is low, and the brand level shown is low; mahogany furniture is the carrier of Chinese traditional culture and has a very deep foundation. However, existing The cultural quality of the employees in the mahogany industry is relatively low, and it is difficult to pass on the excellent traditional culture. As a result, in the eyes of the public, the influence of the brand is very low, and the brand communication effect is poor.
Operating mahogany furniture as a consumer goods business
"As an industry with a low degree of industrialization, the boss is the core of many mahogany enterprises. They often determine the direction of the enterprise. Therefore, the boss must change his mind and the mahogany enterprise must reform its own life." When talking about the brand building of mahogany enterprises, Zhao Long analyzed: Enterprises should lower their prices, do not use luxury thinking to do mahogany furniture, actively change business ideas, promote industrial transformation, and make mahogany industry as mass consumer goods. .
This view coincides with Liu Yu. He believes that the redwood enterprises should operate from the management thinking of the panel furniture enterprises and take the market as the core orientation. Specific to the operation of the enterprise, the first task is to “positionâ€. The investment and support of enterprise resources are all based on a clear positioning. "The positioning includes many kinds, from product grade positioning, consumer crowd positioning, regional market positioning, etc., I hope that the company can have dozens or even hundreds of positioning, which will certainly strengthen the overall competitiveness of the industrial zone." Liu Yu told reporters that it is a pity that most mahogany companies still fail to give themselves a clear positioning. The homogenization phenomenon is extremely serious. More than 80% of SMEs are blindly occupying the first-tier cities.
Unified channel is the key component of brand building
Among the influencing factors of the brand, Zhao Long believes that the channel is a very important point. “The mahogany industry has a high return characteristic in a very long period of development before, so many companies ignore the importance of channel construction, even Absolutely not". Therefore, the establishment of the company's own channels has a very important significance in brand building.
"In the terminal market, the direct contact with consumers is the dealer rather than the manufacturer. Keeping the dealer brand concept consistent with the manufacturer is the key to the brand construction process." Liu Yu also understands the importance of the channel, and he believes The channel must not only be perfected, but more importantly, it should be consistent with the idea of ​​the manufacturer. Otherwise, it would rather give up the joining of the merchant, which is more conducive to maintaining the consistency of the brand's external communication.
Enterprises call on the government to strengthen guidance and support
Cultivating leading enterprises in the industrial zone is an inevitable trend under the “new normalâ€. Liu Yu believes that enterprises need to be guided and supported by relevant departments in the process of transformation. Including: technological transformation of enterprises and promotion of scientific and technological progress. At present, only a small number of enterprises can obtain support in this regard, while expanding the beneficiary groups is more conducive to enterprise development; encouraging innovative research and development, and substantial financial subsidies, relevant departments or The association should improve the innovation mechanism, accelerate the development of innovation; strengthen supervision and management, standardize the market order, and guide the industry to enter a benign and orderly development rhythm.
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