If someone asks you to name a few furniture brands, few people may say more than five, but if someone asks you about the brand of building materials, I believe many people will say a lot, if you ask about the brand of your home store, I believe that many names are even handy. So why does the brand of furniture make consumers so unfamiliar? Is it because of the brand, the particularity of the product, or the consumer's habits? Recently, the reporter has conducted a survey on the current status of the furniture market. It was found that consumers have low awareness of the overall brand of the furniture industry.
consumer
Choose furniture by feeling
Xiaogao, who lives in Xi'an High-tech Zone, recently planned to add some furniture to her new home. She has always been pursuing high quality. She hopes to buy products from famous brands, but she is good at remembering brands. She can't think of a few good furniture brands, so Xiaogao consulted I have friends around me, but many friends, like Xiao Gao, can't name a few furniture brands, let alone choose from them.
In fact, the phenomenon of Xiaogao is not an example. Many consumers do not have much impression of the furniture brand. The reporter found in random interviews in the home stores in the southern and northern suburbs of Xi’an that most consumers do not buy furniture before. If you do n’t have a favorite brand, you can just look at it. The products you decide to buy are mostly styles and product quality. As consumer Zhang Kewei said: "I also want to choose a brand when choosing furniture, but there are too few furniture brands that can jump into my mind, so when buying, it is not clear which are the old brands and which It ’s a well-known brand, which is a small brand, so I can only look at the style and choose it according to my feelings. "
Industry Status
Lack of features in product development
Why does the furniture industry leave consumers with the impression of less branded products? A survey data shows that more than 40% of furniture companies in China are mainly engaged in OEM of overseas furniture. The fixed OEM production makes it unnecessary to maintain and Create your own product brand, not to mention trying to develop its product or trademark into a brand recognized by consumers. At the same time, it is an indisputable fact that the furniture industry started late and the development is uneven. In recent years, the development has been more rapid. According to statistics from relevant departments, as many as 50,000 furniture manufacturers were registered as of 2009, and the emergence of a large number of manufacturing companies has also intensified industry competition.
Li Yulin, Secretary-General of the Shaanxi Furniture Association, pointed out: "The lack of original products in the home furnishing industry and the prevailing plagiarism among each other have also damaged and attacked the confidence of large-scale furniture manufacturers. The difficulty in safeguarding product rights has also forced these furniture brands to abandon their Maintenance, and focus on shortening the time to market for new products to maximize profits, which indirectly leads to severe restrictions on the brand image project of the product. There is no energy to take care of the maintenance of the brand image, or these companies only care about the small interests in front of them, have no long-term development vision, let alone pay attention to their product brands.
Dealer
Fast style changes, poor product stability
Faced with the indifference of manufacturers to brands in the upstream product production link, how do you view this problem as a direct sales dealer? "A good product brand has good sales and prices have advantages. Everyone knows this, but a good company It is unrealistic for brands to rely solely on the power of distributors to promote and maintain. There are big problems. First of all, there must be publicity and marketing for the brand. Where does this part of the cost come from? If there is no certain in the factory Financial support, as a dealer must be insufficient. Secondly, furniture manufacturers generally adopt the agency system. To take a step back, even if the agent has done the brand in a certain area, the manufacturer is not allowed to change the agent. Isn't the previous effort become the wedding dress of others. The agents are also pursuing the maximization of profits, and the product brand can take care of the best, and if there is no way to maintain it, there is no way. "One did not wish to be named. Dealers told reporters this way.
In addition, like fashion, the trend of furniture styles has also changed relatively quickly. Li Yongfeng, an agent of Shaanxi Department of Teak Teak, told reporters: "Because the trend of furniture has changed rapidly, the style of many products has also changed. It is difficult to form a fixed style, which also has an adverse effect on the maintenance of product brands. A good brand must have a fixed product style in order to target a fixed group of people, and develop products more targeted, formulate promotional plans, and do Good promotion work, so that the brand image can continue to penetrate the hearts of people. The lack of product research and development capabilities, just follow the trend to produce products, can not provide a fixed brand support, but also prevents the brand from developing for a long time, which also causes furniture brands without brand The formation of the theory. "
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