To create a successful wardrobe brand, products are often the key, but from the current development of the wardrobe industry, the homogenization of the products of the major wardrobe enterprises is very serious.
Product homogenization leads to low price promotion
The consequence of the same products is that most wardrobe companies have to compete with their peers at low prices, and they are much simpler on the production side. When copying other companies' products, they only need to pay high prices to “dig the wallâ€. Therefore, there are only a handful of relatively unobtrusive wardrobe companies that meet the international standards in a certain product field. From the current fierce market competition environment, the basic pattern of the wardrobe industry from product competition to brand competition has been finalized.
Xiaobian learned that in addition to the serious homogenization of products, many powerful wardrobe enterprises have vigorously promoted the overall home in recent years, but because of the speed, lack of detailed long-term planning, in the case of the product line is too long, The result is a chaotic situation in the product style, and the result is lost its original characteristics.
Local brands are far from international brands
On the other hand, when most domestic brands rely on frequent price wars to promote product sales, major international wardrobe brands rely on good brand image and quality to occupy the domestic high-end market and further expand market share. According to industry analysts, in the era of brand competition, it is very important to maintain a unified brand identity, which is difficult for domestic wardrobe enterprises that have copied the wind.
In addition, domestic wardrobe products have a certain gap with foreign brands in terms of design and brand precipitation. In addition to product design far behind international brands, the unstable quality of domestic wardrobe enterprises has become an important part of shaping the brand's unified value. Imagine that if the design and practicality of the product are very good, but the quality is too bad, such a product certainly can not form a long-term good impression in the eyes of consumers, and even the impression of the brand is greatly reduced.
The international first-line wardrobe brand has more inspection items for each product, and the frequency of sampling is higher, so the standard of the products is more strict. At the same time, in the control of the entire wardrobe production process, the standardization of raw materials was adopted to improve the level of production equipment, including the strict management of the entire production environment. In this way, the international wardrobe brand has strict process control in every production process, and the scientific, systematic and strict operation process also makes the control scope more precise.
Establish brand characteristics to win the market
With the improvement of people's living standards, wardrobe products are getting more and more attention from the people of the country, and consumers are becoming more and more critical about the wardrobe products. In the era of brand competition, wardrobe enterprises can only meet the needs of customers and realize the benign interaction with consumers only by achieving a unified brand value. Under the current situation of low brand concentration and serious product homogeneity, wardrobe enterprises should pay more attention to product R&D design and production standard control, and use their own brand characteristics to win the market.
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Shandong Yami Import and Export Co., Ltd. , https://www.yamiwood.com