The rapid development of the wardrobe industry has caused concern and thinking of ceramics, sanitary ware, home appliances, flooring and other enterprises. Seeing that a batch of dealers in their own enterprises are constantly engaged in the cabinet market, and at the same time seeing the profit margin of the cabinet industry, these ceramic sanitary wares The bosses of the industries such as flooring and home appliances have unanimously agreed to advance into this sunrise industry.
It is undeniable that the wardrobe industry is indeed in the Chaoyang industry. It is a big cake. But is it true that every big cake can be eaten by everyone? The author who has been in this industry for 5 years knows that there are already many companies in order to taste To this piece of cake and sprinkle it is little known to the tears.
Looking back, just let us move forward better. Let us analyze the five major marketing myopias that cross the border into the closet, hoping to learn from those who have entered or are entering the closet industry.
After the cabinet manufacturers headed by the European Party first entered the wardrobe and wooden doors and the decoration industry, the integration of the home became an inevitable trend. Under the guidance of this trend, many brands such as sanitary ware, flooring and home appliances are eager to enter the cabinets, wardrobes and other industries. The initial idea of ​​these manufacturers is to rely on their original brand advantages to enter the industry. The owners of these brand predators always think that the original corporate brand reputation is enough to open up a new category market.
However, the facts are often compared with the high-level executives of these companies. The original brand may be able to give the cabinet and wardrobe industry the advantage of this communication and investment. However, if you simply want to gain a foothold in the cabinet and wardrobe industry through the advantages of your original brand reputation, it is simply a dream. words.
Look at the owner of the kitchen appliance brand. At first, I wanted to extend the over-the-counter to the cabinet through the reputation of my boss brand. However, the outcome is a fiasco. Consumers will not recognize it. In the mind of consumption, the kitchen appliance brand that the boss has already represented. In thinking about it, the boss can't take another brand stove and push the boss cabinet brand to the Anbo cabinet. Let’s take a look at Fang Tai’s over-the-counter Tai Bo Kitchen. These once thought that through the advantages of their own brand, they could easily penetrate into the adjacent industry cabinet industry, but it was counterproductive. After the brutal market failure, the boss, Fangtai and other brands had to carry out the brand name. replace.
Some of these have warned that they have entered or are entering the cabinet, the wardrobe industry, sanitary ware, ceramics, flooring and other brands a profound lesson, self-considered and consumers think that is a decisive difference, P&G's success is the best penetration of different brands of products example. After the Kohler bathroom entered the Kohler kitchen, what is the current sales performance? It is worthwhile to study and think about the floor, ceramic boss and marketing manager who entered the cabinet industry. Don't be a brand of myopia, don't think that you have a strong brand advantage and you can take the market as you like.
Of course, the author does not deny that using the original brand name for cross-border will bring down the cost of marketing and the advantage of quickly opening the market. However, the CEO of the late stage and the marketing director of the company are worthy of deep thinking! The competition in the cabinet and wardrobe market has not yet risen to the competition stage of the brand. There is still a long way to go to transfer the influence of the brand of bathroom, floor and home appliances to the cabinet and wardrobe.
Fortunately, through these years of exploration, there are already several companies that are about to cross the cabinets to ensure the lifeline of the cabinet market operation. The natural floor is the best example. In order to successfully cross the boundary of the nature floor. In the cabinet wardrobe market, Nature set up a special cabinet and clothing division to carry out a single-brand operation, and re-launched the brand name - Windsor cabinet wardrobe. This is the biggest advancement in cross-border marketing.
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