China's customized furniture market has trillions of spaces. There are 400 million households in China, and there are more than 50,000 new homes in a prefecture-level city each year. The average consumption of new home furniture is 50,000 yuan, or 2.5 billion yuan in the home market. Based on this calculation, the total annual market capacity of 660 cities above prefecture level is 1.6 trillion, and the total consumption in the next five years will reach 8 trillion. Custom furniture will be based on cabinets and wardrobes, and this number is still growing at a rate of 20% per year. The home market will be a massive gold mining market. Among the companies that pioneered the cabinet and wardrobe industry earlier, a number of famous brands including Oppa cabinets and Sofia wardrobes have grown up, and they already have a leading edge in the industry. The vast Chinese market is definitely not one or a few companies can monopolize an industry, and a large number of emerging brands have risen in the field of cabinets and wardrobes, such as Shangpin housekeeping, Weiyi, Blue Valley, etc., they also have Own core competitiveness. In addition to a single cabinet and wardrobe brand, brand companies in related industries such as furniture, flooring, sanitary ware, and electrical appliances are also eyeing this market. They use the strategy of brand extension to enter the cabinet and wardrobe industry one after another, bringing new brands Tremendous pressure. The brand making movement is vigorously carried out in the cabinet and wardrobe industry, and some enterprises have done well and some have not done well. Well done companies have a very high commonality, that is, they can accurately brand positioning. Recognize the essence of the custom furniture industry To do a good brand positioning, the first thing is to have a clear understanding of the positioning of your industry. When it comes to custom-made furniture, its essence is service, and it is a service industry. Positioning it as a service industry rather than a production industry, and the rise of custom furniture is closely related to the evolution and change of consumer consumption behavior. Before consumers bought furniture, they could only choose it in the market. If they were not satisfied with the furniture they saw, the only way was to go a few more, go around, and look around to become the consumer ’s buying status. The produced furniture can be placed in the store, regardless of whether it is what consumers want. For consumers, buying furniture is a very painful thing. For finished furniture merchants, they can only provide low-value-added showroom physical sales services, which cannot solve consumers' time, worry, trouble, effort, and money. Personalized home needs. Now consumers buy furniture, they will prefer a one-stop whole house customization, because this model can meet their needs for personalized space solutions, and can provide them with targeted personalized full-process professional home settlement services. Throughout the process, intimate service has become an important scale to measure the level of industry management. From this perspective, custom furniture is a service industry. Those brands that have been eliminated in the field of custom furniture are all withdrawn from the bureau because they did not recognize the nature of the industry and could not make good service details. If brand companies can build a scientific service system around the essence of the service industry and provide professional and considerate services, then they will get rich returns on the two key indicators of brand and profit. Master and use brand positioning principles Recognizing the industry positioning, it is also necessary to accurately target the target customer base. Some companies did not go through market research or hired experts in the corresponding field for guidance when positioning their target customer base, but they only made decisions based on the temporary ideas generated by the corporate decision makers patting their heads. This is neither scientific nor rational. Industry specializing in surgery. The lack of guidance from corresponding professionals and the inaccurate positioning of the target customer base are fatal to the development of many cabinet and wardrobe brands. In terms of brand positioning, some corporate decision makers can say that they are negligent to intervene. When they are asked: "What is the positioning of your brand?" More than 90% of them will reply: "We are positioned at the middle and high end." Mid-to-high-end products? Mid-to-high-end market? Mid-to-high-end customer base? Or mid-to-high-end logo? Such positioning is too shallow. With their psychology, positioning the mid-to-high-end not only seems to understand the market, but it is practical to operate, enter and attack, and retreat and defend. It can not only do business for the rich, but also do business for the middle class. This is actually an industrial deviation in the understanding of positioning. In fact, such positioning is equivalent to doing nothing. Positioning is a topic of brand strategy, it is the most important part of brand strategy. Positioning is a law of mental occupation. In the increasingly developed business and competition, product differences are always easy to imitate and follow up, but mental cognition is difficult to change. For example, among car brands, BMW positions itself as "the fun of driving and a chic lifestyle." This positioning delivers excellent controllability, which makes those who love sports rush. Brand positioning is to occupy the minds of the target customer base. Once the positioning is successful, it will become a long-term core competitiveness. If you do not understand or will not use this rule, you will undoubtedly give up the opportunity to competitors. Such positioning deviations not only appear in the positioning of target customers, but some enterprise decision makers even treat trademarks registered with the Industry and Commerce Bureau as brands. This does not seem to be wrong. It is registered in the industry and commerce. The brand of this trademark really belongs to you, but be aware that such a brand is worthless, and more importantly, it is necessary to enable your brand to be registered in the mind of the target customer group. Brand extension is not new to many entrepreneurs, and successful brand companies are also very willing to extend the brand, which can save a lot of promotion costs. Therefore, brand companies that have successfully positioned in other fields think that it can be successfully extended directly to the field of cabinets and wardrobes. I have to say that this is just a very one-sided idea. Once a consumer categorizes or positions a brand, it is difficult for him to accept other changes. After positioning, consumers will classify information that is inconsistent with it as redundant, thereby simplifying and protecting themselves. "Selective memory". Hongta, which has a value of 46 billion brand assets, is equal to tobacco in the minds of consumers. In 2000, it invested 3.3 billion yuan to enter the wood industry. Enterprises in the entire wood industry heard that Hongta ’s entry was shaking and thought that they would be defeated by Hongta It ended in the failure of Hongta. The reason is that consumers have already recognized that Hongta is just a tobacco company, not a flooring company. Tobacco companies do flooring, which is too unprofessional! Brand extension is not a precedent without success, but in the case of inaccurate positioning, investing heavily will not only fail to achieve the expected results, but also sometimes damage the original positioning of the parent brand and blur the parent brand in the target customer base. Positioning. How to position custom furniture brands There are two approaches to positioning: one is follow-up positioning, which requires 200% effort to surpass competitors; the second is innovative positioning, by examining consumers, discovering new needs, and occupying this A trending mental resource. Through many years of precipitation in the field of custom furniture, the curtain company has a profound attainment in the positioning of the custom furniture brand. It created the "Four Ring Diagram of the Curtain and Custom Furniture Mental Mode", hoping to help more cabinets and wardrobe companies find accurate Positioning. Win in execution and stick to execution Action does not necessarily have results, but inaction will certainly not have results. With a good positioning, you should do it immediately, use action to create success, use execution to seize the minds of consumers, and seize market share. The so-called executive power refers to the operational ability to implement the strategic intentions and complete the predetermined goals. It is the key to transforming enterprise strategy and planning into benefits and achievements. The establishment of executive power should strengthen two consciousnesses: the result determines everything, and there is no reason for the result. Most wardrobe companies have failed in execution, mainly in two aspects: first, company level, department level, and employee level, all levels are self-centered, forget that it is not the real salary we are paid The company, but the customer. Second, the difference between strategy and execution is unclear. During execution, the issue of non-executive level is considered too much, for example, it is already executed, and you still want to do it? At the execution level, Once settled, even if it is wrong, it must be done to the end. Dr. Jiang Ruxiang, the first person in China's corporate strategy execution, said: "The logic of execution must be very simple, or anything complicated is destined to be unexecutable." He concluded that the 48-word execution mantra is worthy of our serious implementation. (1) The 8-character policy implemented: serious first, smart second. First of all, as a system and culture, the most basic core is to be serious first and clever second. These eight words are obviously not personal "intelligence and intelligence", but "system and conscientiousness." This means that the company that has the ability to execute must have a single culture, and all the mediocre companies have a variety of "boss culture" and "department culture". (2) The 16-character principle of implementation: the result is ahead, and the self retreats; the goal is locked and the focus is repeated. Secondly, during the execution, the interests of the customers and the company should be put first, the "self" is hidden behind the procedures and processes, and the professionalism of employees should be cultivated around the goal, so as to ensure the results of the execution. (3) The 24-word strategy implemented: determination first, success or failure second; speed first, perfect second; result first, reason second. Finally, we must pay attention to three points in the implementation process: before starting execution, determination is the first, success or failure is the second, confidence is the first for anything that has been decided, and the estimation of risk should be before the decision, once Decided, discussing success or failure is more an excuse; in the process of execution, speed is first, perfect second; After the execution, the result is first and the reason is second. Thinking makes people progress, and thinking determines the way out. This article has made in-depth thinking on the brand-making movement of customized furniture, from the brand-making phenomenon, the reasons for formation, the market pattern to the nature of the industry, the countermeasures, from the positioning principles, practices to business models, construction models, from the execution team to the establishment of execution power I made in-depth analysis and combing at other levels, hoping to provide a scientific reference and marketing action guide for building a brand of cabinets and wardrobes for the majority of cabinet and wardrobe brands, to help more intelligent and executive cabinet and wardrobe enterprises achieve their own brands. 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Emerging custom furniture has become extremely hot after being cultivated in the market in recent years. Especially in the whole-house furniture custom market with wardrobes as the main category, a vigorous brand-building campaign is underway. How to build your own brand for customized furniture? In the era of "ten thousand cards issued together", it is particularly worthy of attention. 
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