[ Chinese wardrobe network ] In the research and development of products, China's overall wardrobe lacks economic strength and innovation ability, technology can not reach the top level of foreign countries, equipment can not keep up with the advanced level of foreign countries, and design talents are also very scarce. Therefore, often copying foreign countries, resulting in product homogeneity and lack of competitiveness. Similarly, there is not much innovation in the positioning of the brand. Most of them start from the characteristics of the home itself, the feeling of the home, the taste of the people, etc., and are positioned by “fashion, environmental protection, health, comfort, warmthâ€, etc., the brand advantage is not obvious. . Corporate brands must be unique among many brands, and high-rise buildings must be differentiated.
China has a history of more than 6,000 years of civilization, and its Chinese culture is profound and profound. It guides the progress of human civilization and fosters a great nation. Drawing on the essence of traditional culture, ancient use is a major trend in brand planning. Everything will be forgotten by time, and culture can be deeply rooted in people's hearts. Under the tolerance of culture, the brand will produce lasting vitality and have a great influence on market consumption. Brands with traditional culture have a spirit of endless life. The company produces products with physical attributes, while consumers buy brands with emotional and spiritual sustenance. Physical products will soon be surpassed or eliminated by competitors, while spiritual brands can be rooted in people's hearts and can continue to innovate through product innovation. Therefore, traditional culture is crucial in brand building and more important in brand positioning. We should grasp the natural nature and national heart of consumers, carry forward traditional culture, and change it according to the characteristics of the times to integrate it into the brand.
There are three main methods for brand positioning of the overall wardrobe : category positioning, functional positioning and emotional positioning. The three methods have their own advantages in the existing overall wardrobe industry.
Category positioning is the first place in the consumer mind to occupy the category, such as the current slogan in the overall wardrobe industry, "customized wardrobe is XXX", "good overall wardrobe is XXX", "XXX overall wardrobe leader" is category positioning Performance. This kind of positioning is a bit like the suspicion of "Huang Po sells melons, sells and boasts", but this positioning is more effective in the initial development of the overall wardrobe, because the first position of the category is basically blank, which brand seizes the consumer's mind category The position of one, who is the first. This kind of positioning is adopted by many whole wardrobe enterprises. Even if the big fish in the big pond can't be done, the big fish in the small pond should be done. The small and medium-sized brands will be the first in the market segment by market segmentation.
Functional positioning is the core selling point of its own products for refining and packaging, and the benefits brought by the core selling points to consumers are effectively transmitted to consumers. For example, the elegant purple illusion of the overall wardrobe of the Loka and the smart kitchen in the closet are the functional positioning of the main products. Functional positioning requires that the company's products must have differentiated selling points, and this selling point is indeed the most concerned factor for consumers, otherwise it is self-talking.
Emotional positioning, this is used less in the overall wardrobe industry. Once the emotional positioning is successful, the effect is very large and can occupy the mind of the consumer for a long time. However, there is no successful example in the overall wardrobe industry. The European style in the closet "has a family and loves Europe" is a relatively successful representative.
Because the vastness of the wardrobe market and the regional economic level are doomed to the decentralization of the implementation of the wardrobe brand strategy, the national wardrobe brand and the regional brand are the battle between the strong dragon and the head snake, and the advantage of the local snake is the short battle line. Flexible and highly knowledgeable of the local market, it is easier to develop a strategic plan on a small scale. The snake-like dragon, but it can be fake, this kind of fake is not to do things to deceive the market, but to learn the various capabilities of the dragon, so the height and depth of positioning must start from the local market.
Therefore, in the shaping of the concept and slogan, it is important to establish an emotional and cultural image and to affinity with the mind of the consumer, but not only for this, but also for the integration of external elements. Consumers will always admire better things than themselves and the locals, so local wardrobe brands should properly tap the leading domestic or foreign fashion elements that are associated with the brand. Due to the particularity of the wardrobe industry, this conscious packaging will continue to exist for a long time, but this is in the case that the series strategy can be fully implemented, rather than similar to the European code floor. This positioning packaging strategy is alive and can't be deceptive.
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