The topic of "post-90s" during this time is very hot. "The first batch of 90s have been born", "The first batch of 90 has been cold", "The first batch of 90 after the stomach has been paralyzed", "The first batch of 90 has been bald", "The first batch The post-90s and other public articles have emerged in an endless stream, and the reading volume is 100,000+, and 3 million is normal.
Contemporary, after the 90s, both in the workplace and in the consumer field, they have mastered more and more voices. At the same time, as a "tag", the problems after the 90s are also very prominent, and it is normal to become a hot spot at the end of the year.
Like the "post-90s" topic, in the mahogany furniture industry, with the "China Redwood Furniture Brand Conference Series of China's mahogany furniture industry general rating list" (hereinafter referred to as the mahogany list) online voting, on the "top ten brands of mahogany furniture The topic is also endless.
“The first batch of the top ten brands of mahogany furniture has disappeared.â€
"Is a certain brand not winning every year? How did it disappear this year?"
“This brand has not been seen last year. How was it on the list this year?â€
......
Many careful entrepreneurs, dealers and consumers, after carefully comparing the winners of several years of the Redwoods list, found that many brands that have won awards for many years have disappeared on the list of winners last year, some even this year. There are no candidates on the list. Some of these brands have been established for more than 20 years. They are one of the earliest batches of mahogany companies in China.
As the “Oscar†of the mahogany industry, the list of redwoods is nominated and can be on the list. It is an affirmation of brand strength and vitality. The brand disappears from this list, and it also reflects that the activity of a brand may be declining. .
If the use of the Redwood Oscar list as a criterion to judge whether a brand is energetic and too arbitrary, then the increase or decrease of specialty stores, direct stores, and whether or not to actively participate can be used as another reference standard. At the first China New Chinese-style mahogany furniture conference held in Hong Kong Cultural Expo City in China (Dongyong) in August this year, many dealers who came to participate in the conference have already mentioned that they did not see some familiar Dongjian Hongmu brand exhibitors. Instead, I saw a lot of brands that I didn't pay attention to before.
Why do some mahogany furniture brands “disappear†from the public eye? There are many influencing factors behind it.
Brand aging, did not keep up with the pace of the times
Only changes are eternal, can not keep up with changes, and even the best brands will hang. Just like the Kodak camera of the film era, the leading Nokia mobile phone in the button era, although left a deep imprint, but did not keep up with the pace of the times, with the changes in technology and changes in the concept of social consumption, was also overturned.
The mahogany industry is the same. It must be said that the golden decade of the mahogany industry is in an era of “seeking more than supplyâ€, and enterprises are making good money. What kind of realm do you earn? It’s good to earn what kind of products you can sell, you can sell them without too many sales techniques, you can sell them without advertising, you can sell them without any new models! This has also made some of the first batch of developed brands forget to be "safe in times of danger", unable to accept that the market has undergone tremendous changes, not to follow the trend, not to reflect, not to change, or to follow the old set, disappearing is only a matter of time.
Thinking solidified, not catering to consumers
Many things just came out because they were novel and the number was small, but when the market was rich in similar products, other brands must try to cater to consumers in order to invade the market. If the old brands do not change, they will be easily eliminated.
Today's mahogany furniture consumers are very different from the past. Parents buy mahogany furniture, many of them are durable, not too much attention to beauty, work well; many 60, 70 after the local tyrants, like the luxury and honor of mahogany furniture, can give them a sense of identity, this At that time, a number of heavy and intensive furniture were born. Now, after 80 and 90, it has become more and more mainstream and potential stocks in the market. They occupy the voice of public opinion and have strict requirements on the design and texture of products.
Consumer spending habits have changed dramatically: not only satisfied with the product itself, but also with the services, brands and experiences that accompany the product. Consumers are changing. If the mahogany brand still defines itself as a "buying and selling relationship", it is still only "satisfying customers' desires" and no interaction. In the market with excess products, it cannot keep up with the trend of consumption, and it is difficult to win consumers. Trust and love.
With the flow, there is no clear brand positioning
Catering to consumers and strengthening their brand positioning does not conflict. In many cases, a series of adverse reactions caused by arbitrarily changing the brand and product positioning are enormous. For example, if you used to make traditional furniture, if you see that the new Chinese style is very hot, you will do a lot of it. Because the process and equipment for making new Chinese furniture are different from traditional furniture, traditional furniture pays attention to craftsmanship and style, pays attention to slow work and fine work, and has high requirements for craftsmen. New Chinese furniture emphasizes mass production and pays more attention. The mechanization, the traditional transformation to the new Chinese, the cost of equipment and workers is greatly increased. In addition, the marketing model of traditional furniture and new Chinese furniture is also different. One of the direct-operated stores is a dealer, and the consumer groups are different. Changing the brand positioning almost changes the entire brand system. Without in-depth investigation of the market, It is easy to crash.
Everything is wanted, everything is not done well, it is the last word to do a good job of positioning.
Green and yellow do not pick up, do not pay attention to the cultivation of talents
Whether the brand can continue to develop is related to the cultivation of talents. The mahogany industry is also an industry that is extremely talented. The old batch of artisans are gradually retiring, but fewer and fewer young people are willing to choose to be engaged in the manufacture of mahogany furniture; the sales staff is highly mobile, and the outstanding sales staff is less; the professional managers are not only scarce, but also face the brand with the boss. There are many differences in ideas and marketing models, and it is difficult to integrate. Many mahogany enterprises are family businesses. The success of the second generation is also a very important factor affecting the survival of the brand.
Short-lived passion, no determination to make a brand for a long time
Branding is a long-term process. If it is only a moment of enthusiasm and no persistence, the brand will gradually fade out in the consumer's impression. A brand's annual advertising investment accounts for 10%-15% of the turnover is a reasonable proportion, but many mahogany companies are less than 5%, or even as low as 1%. Many medium-sized brands can stand out in two or three years. They spend a lot of time and energy on promotion, combining online and offline, and fully occupying consumers' minds. Of course, companies that are too powerful and powerful, one or two years of advertising, explosive, but lack of stamina, will also disappear.
The times are updating and the wind is rising. If the brand is self-sufficient and immersed in the past, it will only be a wave in the long river of time. Occasionally, there will be future generations to remember; to develop in the long run, it must be changed with the trend and never stop. (Source: Brand Redwood Network Tao Qiufang)
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