Whole wardrobe after ten years of development , with more than a decade of ups and work, from the unknown to be able to be accepted, recorded the whole wardrobe corporate footprint unremitting struggle , sweat , wise and moving bit by bit, as well as business people insistence , firm and confident - stick with the determination to never betray the whole wardrobe , and a whole wardrobe firm belief storm counterparts , believe the cause of the whole wardrobe can create a better future !

Whole wardrobe is not the end of a domestic industry , " cake" , not daring to draw a conclusion , however , he is now the most attractive home industry a "cheese" is no doubt . In recent years, a whole wardrobe of "twin brother" - cabinets, ambitious whole wardrobe into the industry , Opie , Li Han , Piano , etc. is one of the representatives ; since the beginning , the whole wardrobe of " relatives" - floor , doors and windows, ceramic sanitary ware and other companies that he will enter a whole wardrobe industry, including the nature, Dekor , Wrigley and other flooring , ceramic , sanitary enterprises to enter the industry as a whole wardrobe outgoing message has fanfare ; as a whole wardrobe of " distant relatives " - appliances , also succumbed to temptation , " cheese" , and ready to ready to enter, including Haier , Midea have been on the road ; addition to the finished home and foreign brands eyeing the industry can be described as the moment of the whole wardrobe Sunny Kyushu , the common view of wolves . Personal view is : the closet industry is in its early stage of development, there is a long distance from the mature way ; development direction of the whole wardrobe is the " whole home ." Huge market space and development direction of home belong to the same strain that these " distant relatives ", " neighbor " competing to enter the party. Whether it is " distant relatives " or "near abroad" , these companies are in their respective industries had enough of the original capital and operational experience in capital operation , marketing, operations, brand building , are far better than the old whole wardrobe Enterprises ( Opie "Champion Alliance "brand grafting operation , the sophistication of their tactics , their forethought , you can see when seen ) , when solid foundation after 2-3 years to complete the test water , will pass the usual moves - brand differentiation, without firing a shot aboard closet industry, " humble " , staged a drama brand competition ; and with more mature markets overall wardrobe industry , further rationalization of profits, further intensified competition , price war is inevitable , so you can see to : In the next 3-5 years, the industry as a whole wardrobe drama will be staged in the industry reshuffle price and brand simultaneously.

As the market increasingly rational consumption , consumer awareness of the brand has also been strengthened, competitive industries and enterprises in the brand awareness of escalating future market competition must be brand competition, so branding the long-term development of enterprises is very important. In 2011 the overall market is still Sophia wardrobe , Hollywood visitors , poetry Niemann and other old wardrobe enterprises occupy the mainstream of the year, where major companies explore mainstream wardrobe Gairuhezou own brand on the road it?

Ambiguity : do brand advertising is to do ?

Currently, many companies belonging to the family closet industry workshops evolved , often spouses or relatives heavy right hand , grasp their own decisions , which often think : Enterprise employees manufacture products as long as the organization and through distributors sales channels into commodities deal, profits on the line , you can become bigger and stronger , this is in fact the primary form of business is realized in the form of a grassroots entrepreneurial profit model boss eyes of management . And thus was born the presence of a large deviation wardrobe corporate brand understanding , they think : do brand advertising is done , as long as can be created through increased advertising , as long as willing to vote on television or other media advertising "burn" can enhance brand value. Little do they know there are differences between the two fundamentally its a good brand is built on the meaning of quality, service , and culture , not just advertising it ; 's a good brand , including : awareness, reputation and loyalty , it is comprehensive reflection of the enterprise's core culture, product quality, service , operations management, marketing system and other factors. Advertising is just one way to rapidly improve visibility , is not equivalent to branding . Brand awareness , even be a household name , but also far enough. Branding is more important is the formation of recognition and trust , recognition and trust is the performance of reputation, loyalty , reputation and loyalty is to rely on the enterprise , the intrinsic value of the product and service to obtain . No reputation and brand loyalty is not formed repeat purchase , which is why many companies do a lot of advertising , as long as once stopped advertising sales fell immediately a little knowledge of the causes.

Companies that do a lot of wardrobe brand is to shoot an ad, write the ad , find what endorser get away . "工欲善其事必先利其器" branding business done first is inherent to a range of services , Atsuzane foundation. Atsuzane basic needs of enterprise customers around the value of carefully tailored to a range of cultural content and services , which in turn allows businesses and consumers to recognize this product , therefore , is the personality of the brand , rather than common, shaping personality identity and value trust is the essence of branding .

Advertising is only a part of shaping the brand , one kind of ways. For the " home appliances by looting , wardrobe by raising " marketing strategy and marketing experience in the closet industry , word of mouth is the best brand and PR marketing closet industry , make products, to do service , do culture , management is done in shaping the brand. How

closet industry branding ? Status

closet industry is: the consumer market is yet to come "blowout" , the whole wardrobe industry enterprises "blowout " , the industry 's "twin " early , " distant relatives ", " neighbor " is one flock , smelling , competition for the most attractive one closet industry , " cheese ." The reason is that the lower threshold of a whole wardrobe of the industry, technical content is not high , it is difficult to form a larger product differentiation. As a whole wardrobe of enterprises "blowout" , the next 2-3 years appears " street fighting knives " price war is inevitable , the whole wardrobe enterprises on the one hand is to accelerate the standardization of production and division of labor , to embrace the price war, on the other hand is more important is a strategic branding, relying on brand differentiation to win a piece of " cheese" in the market competition .

A brand should first be established on the basis of long-term planning and brand connotation of cultural ideas , otherwise it is just pure and planning work for the bombing , no amount of money that is invested to earn a lively , mixed with a Lianshu its visibility. Consumers see the brand is not a kind of " love at first sight , dead " reputation and loyalty , is the sole criterion to measure the brand . Secondly , a brand is the product of all the relevant factors , culture , and service companies , through a series of planned advertising communication organized , word of mouth spread , a large number of resources and methods , such as three-dimensional integrated media communication forms .

Closet industry 's brand image has gone through three stages , the first is the ISO quality certification , the second stage is the celebrity endorsements , is now gradually entering the third stage is the CCTV and other media advertising bombardment. Faced with the grim status of the closet industry , in terms of branding , give the following suggestions :

First, create a zero defect products, refining the concept of corporate culture , norms marketing operating system, enhanced services , businesses and accurate product positioning .

These are internal work , seemingly no relationship with the brand , so a lot of companies do not attach importance to the wardrobe , one comes to the brand , it is considered to be advertising, in fact, the core of these brands and soul , is far from the reach of advertising only .

Second , lasting brand concept and clear brand development planning, is branding protection.

Brand concept narrow sense is the brand positioning. If the enterprise 's tangible assets seen as reinforced concrete , brand positioning is the " land and property" , no "land" of reinforced concrete is meaningless , " property" is the identifying mark of enterprises and products not marked " property" reinforced concrete is homogenization , is hard to identify , for the enterprise, " property" that belongs to you , " area ", if competitors also cook your mark , you will put this "mark " do even more vigorously . Therefore , a clear brand development planning, is branding direction , what is the enterprise to make a character and a step by step how to build brand plan.

Third, online media, television media , outdoor media Trinity integrated branding strategy.

Is flooded with information and rejection of modern information era, no one company and products through only one way you can do invincible , integrated brand communication strategy is three-dimensional brand choice , a lot of closet companies , to focus on Internet marketing , partly due to the relatively inexpensive online advertising , on the other hand because of network investment and promotion of accurate results, and with consumer groups to network in the true sense - after 80 and 90, to become after leading consumer groups, online media is the future direction of the media industry is contested wardrobe brand and terminal channels . However, as the traditional TV media industry is also extremely important , wardrobe leading consumer groups - women , the biggest concern is the television media group ; Furthermore, the television media, especially CCTV media , is the brand's achievements in various sectors must pass through road. Outdoor media , with a fixity , longevity , and is characterized by a wide audience to promote the sale of brand communication and good support , especially in the second and third tier cities, a key location for outdoor billboards, capable of mass consumer audience throughout the city Therefore, he is a branding and promoting the best choice for sales .

Therefore, a brand is a systematic, standardized, continuity management process must be online media, television media , outdoor media -driven , integrated three-dimensional propagation of other media to complement the Trinity , the combination of the three complement each other , complement each other , is shaping the "king" of the road brand .

Fourth , a brand must be treated differently. If
closet industry now in first-tier cities to compete with the " fierce " to describe , then 2-3 years later , wardrobe competition in first-tier cities probably only "tragic " to performance . Appliances, flooring, cabinets , ceramic sanitary ware industry , now flocked to enter, in the year 2011 , in brand building, there will not be particularly large movements, so relatively speaking , the competition line market has not so intense , etc. after entering these businesses , completed test the water industry , operating system, and marketing model , brand strategic planning, estimated at 2-3 years later, these brands will vigorously compete wardrobe brand market in first-tier cities , will be in full swing customary to bring a strong brand Merchants branding and marketing tactics , willfully seize market share , as opposed to the old wardrobe enterprises, these behemoths can simply use the " wild beasts " to describe , then, a veteran of the enterprise as a whole wardrobe , to be based on first-tier cities , it would it is difficult, very difficult. So, in 2011 as a leading fashion and trend Shenzhen and Beijing-Guangzhou and other cities , brand image is the best business opportunity wardrobe . In addition, to establish their own brand of well-known stores in the store is also a great strategy rooted brand , such as Redstar JSWB actually cooperate to build their own homes but also enhance the brand's stores a great strategy. SNIMAY well versed in this , so in the beginning of 2011 , they blew the three battles of 2011 - Tianjin Campaign ( strong into Beijing and Tianjin markets ) .

Line market is doing brand battleground , second and third tier markets are branded "base ." Second and third tier cities with a large population base , strong spending power characteristics, and with the further sinking real estate industry , domestic demand will further expand the development of second and third tier market is also very important , therefore, in the second and third tier cities must do image and both sales.

Fifth , branding endorsement is inevitable .

Brand image represents the intrinsic , is a character, is a way of life reflects these abstract brand culture is difficult to express in words and graphics , which requires a more concrete expression form of communication with consumers, and communicate with others , of course, the easiest people , then the image of the endorsement has become inevitable .

No best , only the most suitable, the choice of its duties brand endorsement important , positioning the EU to send a " loving home ", the spokesperson - Jiang Wenli , though , is not very young and not very red, nor is it the most beautiful , but she has been "the most loving Chinese women ," is recognized as the " best wife " representative figures , which positioning is consistent with the European faction . Therefore, the endorsement is a wardrobe essential corporate branding , appropriate spokesperson wardrobe corporate branding is the driving force .

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