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In the past few decades, China's furniture industry has experienced the first high-speed development period, mainly with the expansion of quantity; in the next five to ten years, China's furniture industry will usher in the second under the background of the rapid development of domestic economy, the steady improvement of people's living standards, the flourishing international market demand and the transfer of International Office furniture industry. This is a period of rapid development. This period is mainly based on quantity expansion but quality improvement. However, in the past we have been following the old "Made in China" road, the industry has a common weakness is less originality, brand weakness, lack of competitiveness. What China's wood furniture industry needs now is to complete the transformation from "Made in China" to "Created in China". Chinese furniture enterprises must have their own brands. Only in this way can they form a true glory.

Office furniture market space and industry prospects attractive, attracted the attention of many home manufacturers. The holding of many office furniture exhibitions has made the furniture industry rise rapidly in the home industry, the brand effect in the furniture industry shows a trend of eruption, and the competition between brands has gradually brought the industry into a mature adjustment period. "Natural selection, survival of the fittest", how to occupy a place in the fierce market competition? If the office furniture enterprises want to be big and strong, they must have four elements.

1: special talents

The main market operation process of office furniture enterprises is in the form of chain franchise. An important characteristic of chain franchise is that the enterprises should give full support to the market operation of monopoly stores. As a result, the emergence of "operation supervision", that is, can be in store management, sales performance, product installation and after-sales support in various aspects of all-round talent, more and more favored by enterprises. In addition, the operation of the brand also gave birth to the emergence of "product manager", as the degree of competition increases, the product will appear in the market segmentation, such as for the post-80s fashion products, for high-level or boss-level European products. Product managers need to subdivide the consumer groups, and then study the preferences of the consumer groups after subdividing, to launch highly targeted products. So from research and development, to production, to product publicity, to the store accessories, to the terminal installation and after-sales "one-stop" service, need to follow up product managers. The operation of chain stores requires professional "brand managers" to control and adjust the brand strategy timely, and to formulate a series of measures to extend the brand commonness and highlight its characteristics, so that consumers can have a desire to buy in experiential marketing, interactive DIY interest marketing, so that consumption is related to perceptual knowledge.

Two: brand strategy

Office furniture enterprises should give the public a distinct brand image from the birth of its brand, is it fashionable noble or cheap? Is it a unique brand with high-tech content, or take the road of big and complete giant, at the beginning of its development positioning should be clear. This is a brand strategy for every furniture enterprise. Some bosses will say, first seek market share, then do brand; first do comprehensive flowering extensive, then do intensive farming market segmentation; each enterprise's resources are different, its strategy is different.

In the initial stage, the wardrobe enterprises which lack of funds and are not suitable for all over the world can only highlight their own advantages and find their own brand strategy. For example, table tennis players, attackers mainly play the first three boards, reduce the holding ball; basketball game tall people play center, there are point guards, point guards and so on. Similarly, the wardrobe brand should also be clearly positioned, formulate a long-term brand plan, and then according to demand, market operation. When the shot is launched, it is short and fast, or combined boxing, or asking the best players to help.

Three: product development

When it comes to R&D, Japan and Germany will be mentioned. They will recall the upsurge caused by Apple's iPod and iphone. The R&D capability of big international brands is very strong. It is related to the educational level and mode of the country. The developed countries abroad pay more attention to the cultivation of innovation consciousness. Therefore, in major industries, new products R & D, foreign enterprises are in the front. For example, the furniture industry, Italy alone, there are more than 10 world-famous brands, Milan furniture every year has become a synonym for furniture fashion design, furniture trend of the benchmark.

China's office furniture companies have launched many new products in recent years, such as European-style wardrobes, Korean-style wardrobes with high-quality apartments, Moving doors with Maggie veneer, Moving doors with roof-fixed series, etc. However, R&D still can not completely get rid of the status quo of homogeneity. The reasons are: enterprises do not pay enough attention to the strategic level, insufficient investment resources, less professional R&D personnel, lack of R&D environment, etc. In order to highlight the competitiveness of enterprises in R&D, one is to take advantage of the doctrine: that is, to keep abreast of the trend of foreign counterparts, to take the essence, combined with China's market demand to improve; the other is to go out and please come in: R&D personnel can be sent abroad to examine the market, or spend a lot of money to invite foreign well-known designers to R&D annually. The two paragraph. Of course, the most important thing is to cultivate our own R & D talents.

Four: corporate culture

The power of culture is immeasurable. The successful operation of a brand will increase the added value of the product. Coca-Cola is not only a kind of drink, its unique taste of the feeling and experience has actually become part of the American way of life, the embodiment and extension of the American spirit. In fact, the furniture brand, in the cultural connotation of a great article to do, for example, each series, can deduce a story, to the shape of the story

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