The rise of the furniture Sichuan Army, the next decade of "brand breakout battle" started

The forum was co-hosted by Sohu.com, Sohu Finance, and Sohu Home Furnishing. At the same time, it also received strong support from the Sichuan Furniture Import and Export Chamber of Commerce and the Sichuan Furniture Chamber of Commerce. Wu Li, a special guest of the forum and the general manager of Tianjin brand management agency, shared a wonderful case of "Mus Sleep System A Beautiful Breakthrough" to provide new ideas for the development of Sichuan furniture brand.

Brand awareness of furniture Chuanjun

At the forum, when asked about the reasons for the rapid rise of the Sichuan furniture brand, Wei Bin, vice president of Quanyou Furniture, Weiping, vice president of the Pearl, and Zhong Wenhua, chairman of Haodi Furniture, from "technology, brand, channel, innovation, Capital, marketing, talents ... and other keywords have consistently selected brands. This answer coincides with the online survey conducted by Sohu.com, "the first consideration for netizens when buying furniture." Goodfeel , 36% of netizens Choose to consider "brand awareness" first when buying furniture.

Quan Bin Furniture pointed out that Quan You can have today's brand awareness because the brand awareness has been established at the beginning of Quan You's establishment, and Sichuan furniture still needs to focus on brand building if it is to rise, so as to truly build Sichuan furniture Become a Sichuan brand that people all over the country and even the world love.

As a special observer, Wu Li, general manager of Tianjin brand management organization, lamented the strong brand awareness of Sichuan Furniture. As a brand management expert of Guangdong nationality, he broke the weak point of Guangdong furniture, Guangdong furniture: pragmatic Guangdong furniture Companies are even short-sighted, focusing too much on the immediate benefits.

For the creation of the brand, the four dialogue guests took TV as an important advertising carrier, and the advertising investment on TV media in 2010 also exceeded half of the corporate advertising budget. For the upcoming 2011, the advertising of the four companies has changed a lot, and they all turned their attention to online media. The rise of new media such as the Internet and mobile phones has become a force that cannot be ignored, and furniture companies have also begun to use this force. Especially in the next decade, after the 80s who pursue individuality and rely on the Internet, they will become the mainstream consumer group Chinaren . Choosing the Internet for furniture brand appeal will definitely become the future trend.

Where will 1% of furniture companies appear?

In 2009, the output value of the national furniture manufacturing industry was 700 billion, the output value of the Sichuan furniture industry was about 40 billion, and the output value of the Guangdong furniture industry was about 220 billion. The rapid development of Sichuan furniture enterprises in 2010 is obvious to the industry. Will the 1: 5 ratio of Sichuan furniture to Guangdong furniture change significantly?

Experts predict: In 2015, China's furniture output value will reach 2.40 trillion, surpassing the automotive industry. Is the prospect of China's furniture industry really so broad? Fu Yadong, the deputy general manager of Langdu Furniture, pointed out: There is no company in the Chinese furniture industry whose output value can exceed 1% of the total output value. So will there be more than 1% of enterprises in the future? Become a question arguing among the guests. Fu Yadong gave an affirmative answer to this question: in the next three to five years, there should be at least close to 10 companies with more than 1%; Sichuan furniture leading enterprise Quanyou Furniture and Mingzhu Pearl affirm this statement, thinking that it should be within 10 years There are more than 1% of companies appearing; Zhong Wenhua, chairman of Haodi Furniture, believes that it is difficult for Chinese furniture industry to have a large share of output value. The reason is that the threshold of furniture companies is too low, lack of clear access restrictions, furniture companies are blooming everywhere, and furniture is slow consumer goods, so it is difficult for individual furniture companies to do very well.

Wu Li believes that Sogou , furniture companies are indeed a relatively low concentration, immature market companies, the phenomenon of a small share is generally normal. At the same time, Wu Li painted an ideal blueprint for furniture companies that want to grow bigger: to create thousands of sub-brands to compete in the market and occupy the market, and ultimately form an industry's "Big Mac".

Brand Case Sharing Quick Breakout of the Mousse Brand

At the forum, Wu Li, general manager of Tianjin brand management agency, brought us a wonderful case to share, and provided a new idea for Sichuan furniture enterprise brand building with the "Mucsi brand quick way".

Before the Musi brand, the Chinese bedding market was only advertised: comfort, comfort, comfort ... no more new ideas, and this is exactly the way to give the Musi brand an opportunity to break through. When all brands are asking for comfort, Mousse boldly proposes "healthy sleep". When all furniture is providing a terminal experience, Mousse not only provides a comfortable experience space in specialty stores, but also provides expert-style " "Experience Report", so that Mousse can create a comfortable, healthy and unique sleep product for consumers.

The reason why the Mousse brand is successful is because it has grasped the details that other similar brands have not noticed. Mousse not only grasped it, but also successfully applied it, with its own product quality advantages, the brand quickly broke through. For Chinese furniture enterprises, especially in furniture based in Sichuan furniture industry network Super Girl, to find the "mousse" type of function of demand there may be difficult, but if once found, far more than 1% from the brand value The goal will not be too far.

Of course, there is more than one way for a brand to succeed. Sichuan furniture companies have a clear brand awareness, but there are only a few real national brands, and Guangdong furniture companies are "national well-known enterprises" everywhere. This is a problem for the rise of the furniture Sichuan army; however, Sichuan furniture has sufficient human resources, Land resources and raw material resources are strongly supported by the Sichuan Provincial Government. In 2010, we have already seen the rapid development of Sichuan furniture enterprises. In the next decade, we will wait and see what the development of Sichuan furniture enterprises will be.

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