Usually when people talk about brands, they always blurt out world brands such as Coca-Cola, Nike, McDonald's, etc. These brands have been operating for more than 100 years and are still shining. Everyone thinks this is the result of operating the brand. This is indeed a fact, but it cannot be ignored: the era and market environment of Nestlé, Coca-Cola and other brands are very different from our current market environment. They used to grow up in a relatively mild environment, and our National brands have been around since the birth. In recent years, there have been frequent fluctuations and fluctuations in the operation of some big brand companies, which shows that the actual development of brands is indeed facing more threats. The age of domestic corporate brands is generally not long, especially after the awareness of the brand awareness of furniture companies, the foundation is not stable, and they have encountered strong pressure from foreign giants from birth, and there is a danger of globrand.com dying if they accidentally die. . However, the channel brands of the Chinese furniture industry are developing and growing at the fastest speed, and are increasingly affecting our lives. Sales terminals such as B & Q, IKEA and Red Star Macalline are also gradually affecting our lives. Consumers say that the furniture I sell in XX stores is almost impossible to tell clearly what brand furniture I bought. The embarrassment of furniture industry brand building and the like is even more difficult to say, so who is murdering Chinese furniture brands?

If we analyze from the periphery, the Chinese furniture industry is really "crisis-ridden" and "killers" are everywhere. According to Chinese thinking, there must be many external factors. â‘ The channel brand expands disorderly, and the product brand can only become a wedding dress; â‘¡Dealer Seeing profit and forgetting the meaning, lacking the master spirit, many brand images are not in place, and the service cannot keep up, causing the product brand to die halfway; Swords and swords, all sweeping the door, the lack of solidarity and cooperation, resulting in the industry level cannot be improved, the market is difficult to regulate, killing many brand lives; there are such as poor market environment, lack of industry talent, and unclear national standards ... but few To reflect on ourselves, does our industry have any responsibility? We entrepreneurs have no responsibility?

I am the biggest murderer
Usually we have a problem, we always like to blame others, and always think that it is someone else's problem. I think the reason why the furniture industry came to today is an inevitable, not an accident. On the one hand, Chinese furniture companies lack brand awareness, rely heavily on ideas, rely on OEMs for exports, and rely on terminal stores for domestic sales. This single-channel approach has promoted the rapid growth of terminal stores. From a long-term perspective, it is deprivation of brand companies in the market Rights; on the other hand, the basic management of furniture companies' brands is weak, and the brand's health care ability is not strong. For a long time, speculative behavior, arrogance, and laziness have led to frequent vicious events like Sanlu in quality management, especially It is the "formaldehyde door" that has been exposed frequently, which has seriously damaged the image of furniture brands, which has caused many furniture brands to die young.

Reflections caused by the Tangshan incident: On October 1, 2007, the A10 version of the "Tangshan Evening News" and the A5 version of the "Tangshan Radio and TV News" on October 8 announced the spot check of the Tangshan City Administration for Industry and Commerce. Listed as unqualified products. This exposure soon led to some customers returning goods and product sales in Tangshan declined. Tianmei, who has always paid special attention to product quality, has questioned this, and thus has also begun a "way of redress" for half a year. In the end, the Tangshan industrial and commercial department clearly stated that the test conclusion was wrong and published the A06 version in the Tangshan TV newspaper in April 2008. The title of "The Municipal Industry and Commerce Bureau released the furniture inspection announcement" issued the statement of the quality of Tianmei furniture products. Negative effects. This is the result of brand crisis management. However, many companies do not take it for granted, and finally become "three strains of oral solution".

The four major forms of suicide

I wonder if the above incidents have any inspiration for everyone? If our furniture industry can be as persistent and responsible as Tianmei Furniture, without compromise or dependence, perhaps the "formaldehyde door" will not appear so frequently, or the furniture channel will not make the enterprise so embarrassing, or consumers' trust in the brand Will improve, maybe ... So how should the furniture industry develop? Based on my many years of experience in brand consulting, the author has contacted many furniture companies and discussed with other industries to discover "the four major forms of suicide in the furniture industry" to arouse readers and industry thinking.

Form 1: Want to make money, do not want to spend money

This is a common problem in the furniture industry. Few companies pay attention to the public welfare undertakings of the industry and assume social responsibility. In order to make money, some enterprises resort to unscrupulous means, squeeze the profits of upstream suppliers, suppress downstream distributors, and even promise not to honor; some enterprises are well-off and lack of awareness of danger. And some companies cut corners and deceive consumers, which is the main reason why many "formaldehyde doors" have not responded, because it violates the most basic moral bottom line of doing business. Only by resolutely recognizing your products and thinking about the industry can you sue the Industry and Commerce Bureau for determination. Tianmei Furniture ’s public commitment to the society that “consumers with excessive formaldehyde can receive a high compensation of RMB 200,000” reflects the company ’s A courage and social responsibility, we must carry forward and persevere in the face of corporate responsibility. Being responsible is the spirit that enterprises need to carry forward the most in their operations.

So as an entrepreneur, you have to figure out what is the purpose of making money? I remember the saying of teacher Yi Fajiu: "Entrepreneurs must understand money, money, whether it is brought in life, and why should it be brought in death?" So companies not only make money, but also think about how to spend Money, such as employee benefits, dealer support, advertising, public welfare activities and other links are all adding value to the brand, but how many brands in the furniture industry have a scientific and standardized brand system?

Form two: see yesterday, don't want tomorrow
The furniture price war has never subsided, and it is in full swing. It can't be opened. The price of a wooden bed can be seen from 1280-1080-980-880-660-380. How do you feel as an enterprise? Isn't this suicide? The price was originally a lubricant for furniture to enter the market, but I did not expect it to be used as a lifesaver by some companies. The price war is the next strategy for the survival of enterprises. This year's May Day is a good photo. Many merchants once hit a 40% discount, but their sales performance has not improved. In fact, as furniture in the durable goods industry, price is not the main factor affecting consumption. According to the survey, 60% of consumers believe that quality and environmental protection are the most important, 20% of consumers think that style is the most important, and 15% of consumers think that after-sales Service is the most important, and only 5% of consumers think price is the most important. Furniture companies often do work that is not conducive to brand development for short-term share. The price war not only lowers the brand grade but also hurts corporate profits, and overdraws the market ahead of time, causing the company to fall into a vicious circle in the market, and the brand can not get good soil and sufficient nutrients, and it will soon die!

Form 3: Love to save fire, not willing to prevent fire

Many enterprises in the furniture industry have low levels, small patterns, and shallow boundaries. Some simply cannot communicate, and some companies do not know what a marketing strategy is. Many companies are like old cattle pulling carts. They only know to work hard, but they do n’t know to look up the road to find resources, make plans, and make preparations. Many companies rush to get in the car first, then buy tickets, find that they are wrong, and then turn around. In the process of serving the enterprise, there are many people who meet the temporary supporters. The dealers have to find the door before looking for the design company to carry out the image packaging; the advertisement must be cut off before starting to find someone to design the picture. What the fire brigade does, most people answer that it is fire fighting, in fact it is fire prevention, if it is fire fighting, no matter how big or small, there will always be losses! Enterprises lack system planning, and they all scratch their heads temporarily. Some companies make plans, how often will they sell this year? How large is it? When is it listed? What industry benchmark? In fact, this seemingly correct strategy, but overlooked scientific basis and implementation details, often end up just talking on paper. I do n’t know if you want to achieve the above goals. Environment, opportunity, manpower, strategy and other factors are very important. If your product is better, you miss the timing of sales, set the wrong sales target, or use the wrong sales method, please ask your strategy to achieve ? Therefore, I think that enterprises should have fire prevention awareness, and systematic planning of market situation, industry dynamics, manpower deployment and other aspects, and implementation according to plan, is the basis of enterprise management.

Form 4: Love yourself, not love others

The reason why many companies are unsuccessful is that they simply do not know what is wrong with their company. I always feel good about myself, lack of awareness of crisis, have little understanding of brand planning, and are not good at controlling sales channels. I blindly introduce professional managers, but I cannot provide professional managers with a place to survive. Setting up barriers everywhere is really detrimental to others. In addition, professional managers in the furniture industry lack professionalism and professionalism, and always think of themselves as what I want. From the end, I think about what I should do from the position of the company, so it is difficult for the company to find the right person, even if it is found, it is not good. . As a result, entrepreneurs do not believe in professional managers, and professional managers lack a sense of home, leaving the furniture industry in a dilemma of "lack of talent." Why are some people suffering and others happy? Because many people are full of hatred, many people think that this society is unfair to him, and they always feel that they are victims of society. Without a grateful mentality, they cannot find the motivation to work. In fact, each of us should Thanks to this industry. It is this industry that has given us money and experience. We also thank our partners for supporting their growth with their hard work and dedication. The success of an enterprise begins with the change of caring for others, the transformation from corporate legal person to industry representative, from single competition to win-win cooperation, from production and sales to technology and brand, from price competition to value competition; Only when advertising promotion changes to brand management can we move towards the brand Kangzhuang Avenue.

Nowadays, although many brand manufacturers are not hesitating to spend huge sums of money to promote the brand image and build the personality and style of the brand, the influence of the brand has become weaker and weaker in the minds of consumers. In today's market environment, there are more and more unstable factors in brand building, and brand development is increasingly threatened by a variety of external environments. Many companies are unknowingly or differently appearing in one form or another. However, these blind measures are forming an invisible blade that kills the young lives of many brands. All results must have their causes. Please remember that "I am the root of everything." Faced with the current brand predicament of the Chinese furniture industry, the killers should reflect on how to innovate thinking from the level of concern for industry growth in order to enhance the company's sustainable profitability The foundation, creating a century-old brand in the industry, is the furniture

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