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Three main points of brand management of the whole cabinet
Regardless of the industry, any effective strategy must reflect the corresponding points. The key to the implementation of small-area business brands in the whole cabinet enterprise is to occupy a valuable base in the customer's mind, and to carry out a focused strategic planning around this stronghold, in order to truly realize the success of the small-scale regional business brand.
Three main points of brand management of the whole cabinet
First, look for cabinet brand bases
Which part do you want to occupy? This is what we should answer to what the brand should occupy. Not all of the strongholds require companies to occupy. Everything starts from reality, looking for the strength based on the strength of the enterprise and the actual situation in the market, and refining the stronghold that the brand can stick to. If you are not a leader in the industry, don't force yourself to occupy the leader's stronghold. On the contrary, most companies are among the many unnamed brands, requiring companies to make their choices based on their position in the market. Just as Mao Zedong adopted the "armed division of workers and peasants", he recognized his strength. Avenue to the road. Cabinet operators are looking for an occupation base for the brand. They may be ignored by us as common sense. In fact, the base is very natural and simple.
Second, the value of the cabinet brand base
How to judge whether the stronghold of the cabinet brand is valuable or not depends on whether the base has a perception of the mentality of a certain group of customers. The perception of the mentality of this customer group determines that the stronghold can support the brand and affect the continuous purchasing power of the target customer. The biggest "black hole" in the operation of cabinet enterprises is the lack of awareness of the customer's mind. They believe that the company understands the customer enough and analyzes the customer's heart. The result is that the company has missed the opportunity to build a brand. True brand operation is not a battle for market facts, but a battle for customer perception. The value of the stronghold has nothing to do with the facts. The key is to target the perception of the customer's mind.
Third, the cabinet brand base remains single
Failure to focus on a single is a common problem in cabinet companies. Regardless of whether it is on the product of the entity or on the product of the concept expression, the site is completely spread without any attention.
The well-known Haier is a typical example. Haier originally had a valuable base - service. However, Haier extended the "service" to computers, mobile phones, kitchen appliances, digital, home and other products. As a result, we are The market sees that customers buy computers or focus on Lenovo, mobile phones with apples, Haier should consider considering the focus, return to the best washing machines and refrigerators?
Many companies may always think that more products will make more money, and expand the product line on a large scale; always know that more selling points will attract more customers, and refine many selling points for promotion. I don't know, these are serious violations of the law of "less is more". This is also a small area that is not divided from the actual area.
When cabinet companies grasp the brand from a small area and carry out mental awareness to seize the most valuable base of customers to influence the purchase, the brand is like the wave at the rising tide, and the waves are shocked to the other shore. It is.
Source: China Cabinet Network