The most important thing for small and medium-sized cabinet companies is sales. The second is imitation. In fact, establishing a soft competitive advantage is what every small and medium-sized cabinet company must do. This must be implemented in the positioning of the brand.
If the brand positioning is equated with the price positioning, then many small and medium cabinet brands have moved to the misunderstanding of positioning. The most important brand positioning is the image and impression built on the consumers' minds. The price is only one aspect, and this impression must be formed by the most advantageous and characteristic selling points of the enterprise, through various visual packaging and dissemination. Eventually form cognition.
In the local market, there are many regional cabinet brands, and their prices tend to be lower than those of big brands, because they can only be competitive based on price advantage. In many respects, these local small and medium cabinet brands tend to compete with the local national big brands. As a result, they enter the imitation process. The results are not the brand's own, and there is no special feature. So, without getting rid of the influence of big brands, it is really difficult to develop.
In fact, in the face of the key issues of brand positioning, the most important thing is how to deal with the relationship between "change" and "unchanged". In order to maintain the consistency and continuity of the cabinet brand claims, which brand elements can not be changed? In order to maintain the brand's freshness and sense of the times, which brand elements can change or should change?
The sense of the brand of the cabinet brand is often reflected in the innovative research and development of cabinet products, which can be the upgrading of cabinet products or the extension of cabinet products into new fields. The long-term change of cabinet products will appear to be suffocating and unable to meet the psychological needs of consumers. The core value of the brand should be constant. However, the theme and form of brand communication should focus on the main line of the core value of the brand, keep up with the trend of the times, actively change and change, and maintain the image of “youth†and “fashionâ€, such as the brand image spokesperson. Elements such as product packaging, store decoration, etc. should cater to the changing tastes of consumers. Only in this way can brand recognition continue to advance in time and get rid of the baptism and erosion of time.
The usual price positioning, product positioning and channel positioning, these can not form the impression of consumers, because consumers choose not to pay attention to these issues when they choose to consume a certain brand, but just want to know clearly that the brand can bring me What comes, mainly the mental and emotional impression. The establishment of these impressions can solve many problems in the development and promotion of small and medium cabinet enterprises.
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