Strong Brand - An Inevitable Choice For Chinese Furniture

In the 10 years of this century, the Chineseprohibitive; some brand awareness within the
furniture industry will achieve by the majorenterprise there are differences, to understand
Powers, furniture, furniture, power leaps andthe different brands, various departments in brand
bounds. By 2010, China will become the largestbuilding difficult to reach a consensus; Some
country production and export of furniture,enterprises lack the appropriate brand
furniture industry, the overall level will be greatlymanagement organizations and personnel, the lack
improved. From a small Hangdang silently to anof overall planning for brand building; while also
annual output of over trillion yuan largest industry,Some businesses believe that brand building is the
China's furniture industry is that it ushered in aVI design and advertising industry, resulting into a
new era. At this important historical juncture, webrand building, he said: want to get rich go
need to reflect and prospects. Chinese furnitureWantong to join hands to find high quality gift
industry made great achievements, the gap is notsupplier! A misunderstanding. So abound.
small. Achievement goes without saying. As forSo, how should China's furniture industry out of a
the gap, we think it is mainly the lack of trulyproper brand building world? Firstly, there must be
strong.independent intellectual property rights to
It should be noted, China's furniture industry inintellectual property rights into the brand strategy,
production efficiency and product level is relativelyhas its own trademark, make their own decisions;
low; mimicry in vogue, most of the lack of uniqueSecondly, we must increase R & D investment,
product design, lack of creativity and individuality;emphasis on technological innovation, emphasis on
a number of brand positioning is unclear, theproduct development and design, constantly inject
image fuzzy; enterprises signs, staff did notfresh blood to keep the brand's vitality; Third, we
feeling, consumers turn a blind eye; productmust attach great importance to quality, attention
promotion spare no effort in the company's brandto product quality and service quality, because it is
is nameless; attention to development of lightthe essence of the brand quality, strong brand
services, the brand into anticlimax. Although Chinameans high quality; Fourth, we need to conduct
is the largest furniture manufacturing country, butaccurate positioning of the brand, a scientific, clear
it is not strong, and many OEM companies havepositioning of the brand building Guan Health is the
embarked on the road, become a member offormation of brand personality and brand image
cheap labor.of the premise; Fifth, we should do a good job,
Caused by missing the main reason for China'sincluding, advertising, pricing, packaging and
strong brands, in addition to ignore the intangiblemarketing, including the construction of the
tangible assets of enterprises to pay attention tointegration of communication. Positioning is based
the traditional way of thinking outside the highon a premise of the integration of communication
level not familiar with the brand strategy andis an effective means to establish a brand image.
brand management is also an important factor.The right attitude, combined with the correct
Because the brand management is a new taskmethod is the key to brand building. Anything else
for managers were not as a traditional productis not in respect of a Xian, but as long as
design, production and management, as familiarcontinuous advance along the correct path, I
with; there are many recognized the importancebelieve that China's furniture industry will certainly
of brand building, but they think to do the brandhave a number of world class strong brand.
should cost a lot, resulting in its brand building