There are more than 50,000 furniture companies in China. It is conservatively estimated that 10,000 companies own brands, and most companies have more than 2-3 series of brands. According to the practice, enterprises must add one series of brands for an average of two years. how many? How much do consumers know? At present, the so-called brand is nothing but the industry to talk about it. According to incomplete statistics, the average age of Chinese furniture brands is no more than 5 years old, and almost all of them are premature death. This is not an alarmist. Who is actually murdering the Chinese furniture brand? Mr. Cao Hongfu, director of the Furniture Committee of the Pearl River Delta Furniture Special Committee of China Brand Planning Alliance and senior brand planner of the furniture industry, made an in-depth analysis of this phenomenon. He hoped that the Chinese furniture industry would be aware of it and invited more industry people to share Investigating that people usually talk about brands such as Coca-Cola, Nike, McDonald's and other world brands. These brands have been in business for more than 100 years. Everyone thinks this is the result of operating the brand. This is indeed true, but it cannot be ignored: Nestlé, Coca-Cola and other brands and market environments are completely different from our current market environment. They used to grow up in a relatively moderate environment, and our National brands, from the time of birth, have been around. In recent years, there have been some large-scale brand companies operating in shocks and fluctuations, which shows that the real development of the brand does face more threats. The age of domestic corporate brands is generally not long, especially after the brand awareness of furniture companies is known, the foundation is unstable, and when they are born, they encounter strong pressure from foreign giants, and there is a danger of failure if they are not careful. However, the channel brands of the Chinese furniture industry are growing at the fastest speed, and they are increasingly affecting our lives. Sales terminals such as B&Q (view map) (view map), IKEA (view map) (view map), Red Star Macalline (view map) (view map) are also gradually affecting our lives. Consumers say that the furniture I sell in a certain mall, it is almost difficult to say clearly what brand of furniture to buy. The branding of the furniture industry and so on is even more difficult to say, so who is murdering Chinese furniture brands? If we analyze from the periphery, the Chinese furniture industry is really "crisis", "killer" is everywhere, there are many external factors in answering Chinese thinking, 1 channel brand disorderly expansion, product brand can only become a wedding dress; 2 dealer Seeing forgiveness, lack of mastery spirit, many brand images are not in place, services can not keep up, so that product brands die in the middle; 3 professional managers are profitable, unscrupulous, lack of brand operation scientific system, leading to many brands become premature children; The swords and swords, the snow in front of each door, lack of solidarity and cooperation, leading to the industry level can not be upgraded, the market is difficult to regulate, smashing many brands of life; also, such as the bad market environment, lack of industry talent, national standards are not clear ... but few people To reflect on self, is there no responsibility in our industry? Our entrepreneurs have no responsibility? I am the biggest murderer. Usually we have a problem. We always like to blame others. We always think that it is someone else's problem. I think that the reason why the furniture industry has come to today is a necessity, not an accident. On the one hand, Chinese furniture companies lack brand awareness, rely heavily on ideas, export relies on OEMs, and domestic sales rely on terminal stores. This single-channel approach has prompted the rapid growth of terminal stores. In the long run, it is depriving brand companies of their speeches in the market. On the other hand, the brand management of furniture enterprises is weak, the brand health care ability is not strong, and the long-term speculation, arrogance, and greed have caused vicious incidents like Sanlu in quality management. It is the frequent exposure of "formaldehyde door", which seriously damages the image of furniture brand, which leads to the early death of many furniture brands. Thoughts triggered by the Tangshan incident: On October 1, 2007, the "Tangshan Evening News" A10 version, October 8th "Tangshan Radio and Television News" A5 version will be reported to the Tangshan City Industrial and Commercial Bureau for the sampling situation, will be "four seasons colorful" Listed as a non-conforming product. This exposure quickly led to some customer returns and a decline in product sales in Tangshan. Tianmei, which has always paid special attention to product quality, has questioned this, and has also started the "flat road" for half a year. In the end, the Tangshan Industrial and Commercial Department clearly stated that the test conclusion was wrong. In April 2008, in the Tangshan TV newspaper, the A06 version, with the title of “The Furniture Inspection Announcement issued by the Municipal Industry and Commerce Bureauâ€, the statement on the quality of Tianmei Furniture was issued, and the result was saved. The negative impact. This is the result of the brand crisis management. Many companies did not take it for granted, and finally became the "three oral liquids." The four major forms of suicide do not know whether the above incidents have any inspiration for everyone? If our furniture industry can be as persistent and responsible as Tianmei Furniture, without compromise or dependence, perhaps "formaldehyde door" will not appear so frequently, perhaps the furniture channel will not make enterprises so embarrassed, perhaps consumers trust the brand. Will improve, maybe... So how should the furniture industry develop? Based on my many years of brand consulting experience, the author has contacted many furniture companies and discussed with other industries to find “the four major forms of suicide in the furniture industry†to stimulate readers and the industry. Form 1: Want to make money, do not want to spend money This is a common problem in the furniture industry, few companies pay attention to the industry's public welfare and social responsibility. In order to make money, some enterprises use unscrupulous means to squeeze the profits of upstream suppliers, suppress downstream dealers, and even promise not to honor them; some enterprises are small and well-off, lacking sense of urgency. Some companies cut corners and deceive consumers. This is the main reason why many "formaldehyde doors" do not respond, because it violates the most basic moral bottom line of doing business. Only by resolutely recognizing its own products, can we have the determination to sue the Industry and Commerce Bureau after thinking about the industry, and Tianmei Furniture’s public commitment to the society “such as the excessive compensation of 200,000 yuan for consumers exceeding the standard of formaldehyde†reflects the enterprise’s A kind of courage and social responsibility, we must carry forward and persist in the face of corporate responsibility. Responsible, this is also the spirit that enterprises need to carry forward in their business. So as an entrepreneur, we must figure out what it is for making money. I remember that in the speech of Yi Fajiu’s teacher, there was such a saying: “Entrepreneurs must understand money, money, things, life, why not, and why should they bring them?†So companies should not only make money, but also how to spend Money, such as employee benefits, dealer support, advertising promotion, public welfare activities and other aspects of the effort is not to add value to the brand, but the furniture industry has several scientific and standardized brand system? Form 2: Look at yesterday, I don't want tomorrow's furniture price war has never subsided, playing in full swing, can not be handed over, the price of a wooden bed can be seen from 1280-1080-980-880-660-380, as an enterprise How do you feel? Is this not suicide? The price is the lubricant that the furniture enters the market. I didn't expect it to be used as a life-saving grass by some companies. Price war is the next strategy for the survival of enterprises. This year, May 1st is a very good photo. Many merchants once hit a 40% discount, but the sales performance has not improved. In fact, as furniture in the durable goods industry, price is not the main factor affecting consumption. According to the survey, 60% of consumers think that quality is the most important, 20% of consumers think that style is the most important, and 15% think that after-sales Service is the most important, only 5% of consumers think that price is the most important. Furniture companies often make jobs that are not conducive to brand development for short-term share. The price war not only reduces the brand grade but also hurts the company's profits, and overdraws the market ahead of time, which makes the enterprise fall into a vicious circle of the market, so that the brand can not get good soil and sufficient nutrients, and the life is not too long! Form 3: Love to fight fire, do not want to fire the furniture industry Many companies have low levels, small patterns, shallow boundaries, and some can't communicate at all. Some companies don't know what marketing strategy is. Many companies like the old cow pulling the car, only know that they are working hard, but they don't know how to look up the road to find resources, plan, and prepare. Many companies are rushing to get on the bus first, then buy tickets, find the wrong, and then turn around. In the process of serving the enterprise, there are no shortage of encounters, and the dealers have come to the door to find the design company to engage in image packaging; the advertisements have to be drafted before they start looking for people to design the picture. What the fire brigade does, most people replied that it is fire fighting. In fact, it is fireproof. If it is fire fighting, no matter the size, there will always be losses! The lack of systematic planning for enterprises is a temporary brainstorming. Some companies are planning, how much is this year to sell? How many scales are you reaching? When is it listed? What industry benchmark? In fact, this seemingly correct strategy, but ignored the scientific basis and implementation details, often end up on paper. As everyone knows, to achieve the above goals, the environment, opportunity, manpower, strategy and other factors are very important. If your product is good, miss the sales opportunity, set the wrong sales target, or use the wrong sales method, can your strategy be realized? ? Therefore, I believe that enterprises should have a fire prevention awareness, and systematically plan for market situation, industry dynamics, and manpower deployment, and implement them according to plan, which is the basis of business operations. Form 4: Love yourself, don't love others. The reason why many companies are unsuccessful is that they don't even know where their problems are. I always feel good about myself, lack of crisis awareness, know little about brand planning, control the sales channel, and blindly introduce professional managers. But I can't provide the manager with the soil for survival, and setting obstacles everywhere is really harming others. In addition, the professional managers in the furniture industry lack professionalism and professionalism. They always think that they are what they want. From the end, I think about how to be in the position of the company. Therefore, it is difficult for companies to find suitable people, even if they find it. . Leading entrepreneurs do not believe in professional managers, professional managers are more lack of sense of belonging, making the furniture industry into a "lack of talent" dilemma. Why is someone suffering and someone happy? Because many people are filled with hatred in their hearts, many people think that this society is unfair to him. They always feel that they are victims of society. Without a grateful attitude, they cannot find the motivation for work. In fact, each of us should Thanks to this industry. It is this industry that has given us money and experience, and we also thank our partners for supporting their growth with their hard work and dedication. The success of a company begins with changing one's own care for others, from corporate legal person to industry representative, from single competition to cooperation and win-win, from focusing on production and sales to focusing on technology and brand, from price competition to value competition; The promotion of advertising and promotion to brand management can only lead to the brand's road. Nowadays, although many brand manufacturers are not hesitating to invest heavily in the promotion of brand image and build the personality and style of the brand, the influence of the brand has become weaker and weaker in the minds of consumers. In today's market environment, there are more and more unstable factors in brand building, and brand development is increasingly threatened by various external environments. Many companies are unknowingly or have different forms in this or that, but they do not know that these blind measures are forming an invisible blade that smashes the young lives of many brands. All results must have their causes. Please remember that "I am the root of everything". In the face of the current brand dilemma of the Chinese furniture industry, the killers should reflect on how to innovate from the perspective of industry growth to enhance the company's continued profitability. The foundation, the creation of a century-old brand of the industry, is the fundamental way for the furniture industry to be benign.
Komatsu Engine Parts,Komatsu Engine,Komatsu Engine Spare Parts,Engineering Machine Parts
JINING SHANTE SONGZHENG CONSTRUCTION MACHINERY CO.LTD , https://www.sdkomatsudozerparts.com