With the improvement of economy, politics, military, culture, science and technology, education, human resources and other national strength, China has gradually got rid of the label of cheap manufacturing. However, when it comes to brands, there are very few Chinese brands that can enjoy worldwide reputation. The emphasis is on the expression of nature, but different rural areas have different nature, which also leads to a variety of furniture styles, including Chinese style, European style, and even South Asian rural customs. Each has its own characteristics and beauty. There are mainly British and French pastoral styles. The former is characterized by gorgeous cloth art and pure manual production. Flowers, stripes and Scottish plaids, each kind of cloth art is full of local flavor. The furniture is mostly made of pine wood and toon wood. The production and carving are all handmade and very particular. The latter is characterized by white washing and bold color matching of furniture. European style mainly refers to Western classical style. This style emphasizes the gorgeous decoration, strong color Nordic style The exquisite shape of the furniture achieves the elegant decoration effect. The economic foundation determines the superstructure. If enterprises want to make more money, they must realize the transformation from "Made in China" to "Chinese brand". To achieve this transformation, they must be close to consumers. Home brands can refer to the following directions.

Meet and create consumer needs

Maslow's hierarchy of needs theory is one of the theories of humanistic science, which was put forward by American psychologist Abraham Maslow in 1943 in his paper Human Incentive Theory. In the book, human needs are divided into five levels from low to high like a ladder: physiological needs, security needs, social needs, respect needs and self realization needs.

For household enterprises, there are huge commercial gaps in these five demand levels, and changes in consumption trends will continue to generate new market space.

Physiological demand: "housing" accounts for the largest proportion of consumer spending on food, clothing, housing and transportation. In order to meet consumer's pursuit of efficiency, many integrated platforms and enterprises have emerged in the home decoration industry, such as prefabricated decoration, fine decoration, building materials supply chain, etc., but the emergence of these models still cannot meet user needs.

Taking fine decoration as an example, decoration is an industry with many links, great technical difficulties, and great personnel management difficulties. Tilers, carpenters, water electricians, furniture retailers, soft decoration and other links involve completely different fields. Many difficulties cannot be broken through. The quality delivery ability of decoration enterprises is very weak, and customers have different personalized aesthetics, Installation enterprises often face high complaint rate and demolition rate.

Security needs: On the basis of satisfying food, clothing, housing and transportation, products and services that can meet consumers' security demands are also sought after, such as water purification products, formaldehyde detection products, indoor environment detection, anti-theft doors and windows.

Social interaction and respect for demand: With the upgrading of consumption, people are more and more interested in the added value of products. Buying products with quality, sense of design, and in addition to their own use value, which can bring customers pleasure, has become the pursuit of the public. These products may become emotional sustenance of customers, or become a symbol of self pleasing and self respecting consumers under social pressure.

The importance of brands has begun to show here. For example, Fanji, Zhiyin, Fauvism and other brands that pursue a sense of design and fashion in recent years can meet the needs of consumers for self respect. Many offline stores of household brands have opened up coffee shops, libraries and other spaces to meet consumers' social needs.

Self actualization: When consumers reach a certain level of purchasing power, they pursue products that reflect their social status and values, such as high-end customized furniture.

In these five levels of demand, there are still many opportunities that have not been discovered by the enterprise. The secret of enterprise development is to discover new demand and create new demand. It is necessary to use the eyes of customers to discover business opportunities. Customers' complaints, troubles, dissatisfaction and problems are the direction of entrepreneurs.

Establish brand association

When it comes to basketball shoes, we think of Nike; When it comes to Coke, we think of Coca Cola and Pepsi Cola.

Brand association is all the information nodes associated with brands in the consumer brand knowledge system. It includes consumers' cognition and understanding of specific brand connotation. For a brand, the most direct association of consumers can be a symbol, a product, an enterprise or a person. It can be the functional, symbolic or experiential benefits of the product, or the overall attitude and evaluation of consumers towards the brand.

Brand association is an important lesson in brand building, because the degree of brand association of consumers determines the degree of brand selection, and its establishment is a long and continuous process.

Being the first is the first step to establish Lenovo. By creating a new category, new service and new technology, consumers will have preconceived ideas in a short time, and this Lenovo will not be polluted by other brands.

After that, brands can strengthen consumers' association with brands through many dimensions, such as advertising. The famous advertising slogan of home furnishing enterprises, "There is family, love and Europa", is a good example of establishing association. Consumers who have heard this advertising slogan have a sense of brand, and Europa is easier to transform potential customers than other brands that consumers do not know. In addition, unique brand style, social hot events, brand stories, etc. can establish brand association.

When the first brand has occupied the consumers' minds, the second brand should connect the product with the first brand and find the difference with the first brand. The positioning method of "non cola" is a good example. Seven Up made the slogan of "The Uncola" on its early promotional posters. This simple and crude publicity method connected itself with the first brand of cola and earned the attention of consumers. Then it distinguished itself from the first brand with differentiated positioning and achieved great success.

Unlike FMCG, consumers will take the initiative to approach and try. Home furnishing is an industry with low consumption frequency and low repurchase rate. If you want to be close to consumers, you should really go deep into consumer life, try to increase your exposure, and win more potential customers.

Actively embrace the Internet

In the traditional home furnishing industry, the old brand home furnishing enterprises are mainly in the form of franchise stores and entering retail stores, and the online business is not good. The author searched some flagship stores of listed home furnishing companies on Taobao, and found that the sales of products with relatively low unit prices are only a few hundred at most, and the sales of products with high unit prices of about 5000 yuan are only single digits, It is hard to imagine that these brands have an annual revenue of 10 billion yuan.

In fact, the online services of these home brands are relatively smooth. Take Oupai Home as an example. After paying a deposit of 1000 yuan on Taobao, the service process is free scale design service, confirmation scheme, payment of final payment and signing contract, virtual delivery and receipt, store distribution and installation service, and after-sales service. Consumers can almost customize furniture at home. If relevant services are in place, this is a more convenient shopping experience than physical stores.

The old household enterprises should give full play to their advantages in offline stores and logistics, and actively carry out online exploration and publicity.

After the emergence of new household retail brands, the Internet of household enterprises has improved. The emerging new retail brands include Youfan Art, Zhiyin, Fanji and N Ǒ ME, etc., but the e-commerce and entities of these brands still have a sense of separation, and the mutual diversion effect between online and offline is not ideal.

With N Ǒ ME, for example, the diversion from offline to online is mainly that when consumers first purchase, they pay attention to the official account, registered members give shopping bags, and most consumers will choose to pay attention. After a large number of offline customer traffic is introduced, the official account does not operate too much, consumers become zombie fans passively, and even forget the existence of the official account. On the one hand, the update frequency of the public account is very slow, on the other hand, the updated content is mainly hard advertising, and consumers have no intention of reading.