Wardrobe and cupboard joint casting brand road

As we all know, cabinet and wardrobe brands are all brands that come into contact with the final consumer, and branding is the best choice for cabinet and wardrobe companies. Because cabinets and wardrobes are integrated products, especially cabinets, they integrate five industries: electrical appliances, hardware, plates, chemical countertops, and decoration. Many enterprises in these industries are now behind-the-scenes heroes, who can walk to the front desk and be recognized by consumers. Little is known. The cabinet and wardrobe accessories companies are to be recognized by consumers as a strong middle brand, nothing more than "PUSH" and "PULL" two strategies.

The "push" strategy is to borrow the brand of cabinets and wardrobes, that is, to allow cabinets and wardrobes to recommend the brands of ingredients to consumers when they make product recommendations to consumers. As the saying goes, it's not too early to be unprofitable. The premise of the cabinet and wardrobe brand recommending accessories and accessories to consumers is that the brand of accessories and accessories can add gold and color to the face of their cabinets and wardrobes, which can contribute to the final purchase of consumers. Supporting role. Otherwise, the cabinet and wardrobe enterprise brands have no incentive to promote accessories and materials. This requires the quality and brand of the ingredients companies to be highly recognized by the companies in the cabinet and wardrobe industries. To be recognized by the cabinet and wardrobe brand enterprises, the ingredients companies must do the following:

First, quality is guaranteed, and quality is the foundation of the brand. There is no doubt about this, and needless to say, all cabinets and wardrobe companies do not want to let the quality problems of accessories and ingredients irritate themselves, causing endless troubles.

The second is that the product has selling points, especially bright spots that can impress consumers. For example, Blum's "vital space", the rookie in the sheet metal enterprise, Wanhua's zero realm "hexiang board" that does not release formaldehyde, etc. are all intermediate products with prominent selling points.

Third, the supply must be sufficient and timely. Because cabinets and wardrobe companies are customized products, product sales fluctuate greatly, and sales are relatively difficult to predict. If they cannot be supplied in time and in sufficient quantities, it will cause cabinets and wardrobe brands to lose sales at the terminal and wipe out the brand reputation. Some ingredients companies are dying of not being able to supply on time and in sufficient quantities. There are bloody lessons here.

The fourth is to provide good pre-sales, sales and after-sales services to cabinets and wardrobe enterprises. This is better done by Blum Hardware. There are training before sales, tracking during sales, and after-sales protection, so that the cabinet and wardrobe brands can be used and promoted with confidence.

The "pull" strategy is to communicate directly with the end consumer and spread through the mouth of the consumer. In the cabinet and wardrobe industries, there are few brands that can communicate directly with consumers. One is the cabinet and wardrobe accessories company. Compared with the cabinet and wardrobe companies, marketing is weaker. They simply do n’t know how to build a brand and communicate with consumers. Some even have no basic brand marketing team. The second is to communicate directly with consumers, which requires the manufacturer to invest a lot of money. Many cabinet and wardrobe accessories brands do not have the determination and perseverance to do large-scale brand communication. Most of them are only exposed in the industry magazines and industry exhibitions. Too. When Guiren assisted the marketing consulting agency in serving the stone company Qisai Kailong, it planned a new brand image for communication with consumers-the "Shichaoman" image, directly communicated with the end consumer, and planned a A complete set of integrated marketing communication programs.

The cabinet and wardrobe industry in Europe and America today may be the tomorrow in the cabinet and wardrobe industry in China. The cabinet and wardrobe brands in Europe are sold under their own brands, and rarely go to the brand of intermediate products. There is a view in the industry that the future development trend of China's cabinet and wardrobe enterprise brands is also to play its own terminal brand, and it will no longer make wedding clothes for intermediate ingredients companies. This view is considered debatable by the author for the following reasons: First, China's cabinets and wardrobes industry is still an emerging sunrise industry. There is still a long way to go to reach the maturity of the industry comparable to that of Europe and the United States.

The second is that the Chinese market has the characteristics of consumption in the Chinese market. Just like the VCD at that time, there was no market at all in foreign countries, but in China, it was once very beautiful.

Third, there are many matching materials companies for cabinets and wardrobes, such as stone and hardware. The target market is not only the cabinet and wardrobe market, but also can be extended to many fields of home building materials, such as stone companies can be expanded to the bathroom industry, decoration industry, etc. The broadness of the target market has led these ingredients companies to be motivated to build their own brands.

Fourth, if many cabinets and accessories companies are simply reduced to supporting suppliers of cabinets and wardrobes, they will be obscured as "behind-the-scenes heroes", which is unwilling for many aspiring accessories companies. The days of Ma Tau is Zhan are not very good. Without a terminal brand, it will eventually be controlled by the cabinet and wardrobe brand, and in the game of manufacturers, it will eventually be controlled by people. These aspiring ingredients companies also have enough motivation to shape their own intermediate brands.

In summary, whether it is "pushing" or "pulling", the ultimate goal of the cabinet and wardrobe accessories companies is to make consumers forced-that is, to allow end consumers to recognize their brands and even purchase by name Own brand, "force" cabinet and wardrobe brand enterprises to recommend and promote their own brand, whether it is active or passive. In a word, the branding of cabinet and wardrobe accessories companies is still a long way away, and it needs to learn more from the successful middle brands in other industries.


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