On June 27th, the author created and published the article "Brand Positioning Behind the Customized Home Furnishing" , which was ranked according to revenue, and divided the five of Oupai Home Furnishing, Sofia, Shangpin Home Furnishing, Zhibang Home Furnishing and Holiker The brand positioning of customized home furnishing enterprises is listed. This article continues the previous article and will continue to explore the brand positioning of other custom home furnishing companies.
More professional high-end cabinets-gold cabinets
In 2018, the gold kitchen cabinet realized operating income of 1.702 billion yuan, an increase of 18.01% year-on-year; and realized a net profit of 210 million yuan attributable to the owner of the parent company.
Different from other friends, Xiamen Gold Medal Kitchen Cabinet Co., Ltd. is also conducting multi-category business development, but it has adopted a multi-brand strategy. The wardrobe is the Jujia wardrobe and the kitchen appliance is Manio. The management of multi-brands is much more difficult than that of a unified brand, including from product innovation and packaging changes to dealer relationships, and higher operating costs, but the biggest flaw is not conducive to concentrating on creating big brands.
So why should we choose a multi-brand strategy for gold cabinets?
The answer is actually obvious, because the brand strategic positioning of the gold cabinets is "more professional high-end cabinets", which is also a slogan.
The brand positioning of gold cabinets starts from competitors, consumers, and the enterprise itself. This is known as 3C analysis. A big reason for this positioning is: the vast majority of Chinese cabinet-making enterprises are not specific! Almost all cabinet enterprises are engaged in "customization of the whole house", Oupai, Wo Le, Boloni, Shangpin, Sofia, Zhibang, etc ... In order to give consumers the impression of more professional cabinets, gold cabinets do not hesitate to carry out multi-brand strategy.
Nine-fold storage, the space is big-Piano
In 2018, Piano achieved a total operating income of 1.11 billion yuan, an increase of 34.34% year-on-year; the net profit attributable to shareholders of listed companies was 142 million yuan, an increase of 37.95% year-on-year.
At the beginning of January last year, at the three-day "9 Reunion Â· Focus Terminal" 2018 Marketing Strategy Summit, Piano released a new brand positioning of "9 Reception". It is reported that in 2018, Piano will invest heavily in the comprehensive construction and transformation of the three major production bases in Zhongshan, Tianjin, and Lankao. It will not only continue to maintain product research and development, and create intelligent storage products. At the same time, it is planned to embrace capital and join forces.
Why does Piano promote 9-fold storage?
First of all, 9 is the highest dimension of space and the largest number in the number. It refers to infinity in literature, which corresponds to Piano's ultimate pursuit of the storage function.
Piano defines 9 storage standards through the core values â€‹â€‹of 3 products: safety and security, large space utilization, convenience and speed. Each of these three core values â€‹â€‹is supported by a corresponding product design. For example, safe and secure. Piano cabinet products achieve food preservation health through insect control design, vegetable freshness design, electrical appliance storage design, and safe tool lock design. Comfortable, neat and beautiful electrical appliances are stored, and the scientific placement of knives and sharp tools completely solves the safety hazards in the kitchen.
For many brands, they will use the storage function to increase the added value of the product, but for Piano, storage is the basic requirement of Piano for the product, and is the core value of Piano products-focusing on super storage To build the first brand in the national storage category has become Piano â€™s unwavering goal.
Wo Le, design makes home more beautiful-Wo Le Home
According to the 2018 annual report of My Home, the company achieved operating income of 1.082 billion yuan, an increase of 18.26% year-on-year; net profit attributable to shareholders of the parent company was 102 million yuan, an increase of 21.57% year-on-year.
OLO Wo Le, endorsed by the national goddess Gao Yuanyuan, the brand advocates "Wo Le, design makes the home more beautiful."
The 2019 plan of WoLe Home Furnishing in terms of brand operation is to adhere to the core of " design makes home more beautiful, and technology makes beauty more real ". Through analysis of different ages, different consumer needs, and cultural differences in different regions, the design of market segments is established. Guide map, leading products to meet the differentiated needs of users, and constantly improve the company's brand awareness and reputation.
In the brand image, through Gao Yuanyuan's endorsement, the brand connotation has a clear embodiment, shaping the target group's yearning home scene temperament, combined with unique product design and moral connotation to promote brand promotion.
Our home furnishing adopts the cooperation of domestic and overseas designers to jointly develop products, including Liang Jinghua, KarimRashid, MacroBortolin, AlfredoZengiaro, ThomasLangvad, ThomasOve, JulianSchlagheck, etc. The independent R & D and original design of more than 100 designers have made the Rongyue series , Sartre series, Jenny series and other series of whole kitchen cabinets and whole house custom furniture.
I enjoy home made it clear that "the market, if you like other household brands, other brands of home sales are high, how can consumers choose How about you? The core of the solution is to look for differences in localization. I am happy home Positioning the difference as 'design', design makes the home more beautiful, and design makes life more quality, has been clear from the beginning. "
In addition, the "E0" environmental protection commitment is another competitive magic weapon of Wo Le Home. It can provide consumers with the "E0" environmental protection commitment to ensure that the formaldehyde emission â‰¤0.06mg / mÂ³, which can fully guarantee the family â€™s health.
Return to the beauty of minimalism and light luxury-Dingguji creates customization
Dinggu Jichuang was only listed on the main board in September 2018. On April 2 this year, Dinggu Jichuang released the company's annual report for 2018. The company achieved revenue of 831 million yuan, an increase of 2.86% year-on-year, and attributable to shareholders of listed companies. The net profit was RMB 77 million, a year-on-year increase of 2.96%. The main business of Dingguji is custom wardrobes and supporting furniture, fine hardware and custom ecological doors. Among them, customized wardrobes and supporting home appliances accounted for more than half of the revenue, reaching 59.26%, and fine hardware and custom ecological doors accounted for 34.47% and 5.71%, respectively.
In the early years, the main slogan of the top fixed system was the outstanding home philosophy. On February 25, 2019, the top fixed system held a press conference, combining minimalist design and light luxury taste, and strongly launched the "light luxury home" series.
At the meeting, Lin Xinda, chairman of Dinggu Jichuang, explained the brand positioning of Dinggu-"independently original home furnishing products" and "starting in sync with the world". Dingguo attaches great importance to the upgrading of smart home products and services. In the future, Dingguo will use the two trump cards of " intelligence" + "innovation " to make it stronger in the professional field. Lin Xinda had previously said in an interview with the media that the future smart home will become a strategic focus of topping. He also revealed that in the future Dinggu will also launch an independent smart lock brand, and on this basis, further improve the layout of smart homes.
At present, there are a total of 9 listed custom home furnishing companies in the large home furnishing industry. Together with the author's previous article "The Brand Positioning behind the Popular Custom Home Furnishing", the brand positioning strategies of these nine listed companies have been briefly described. We can easily find a phenomenon, that is, the product's brand positioning and the company's development strategy are closely integrated, which is almost an indispensable relationship . In order to achieve the effect of differentiated competition, these enterprises have different focuses on brand positioning, which can be said to be the magical power of the eight immortals. But there is also one thing in common, that is , the brand positioning of the above companies is very clear and clear .
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