Baichuan Furniture News Express did not change the ID card after the plastic surgery, and was investigated at the airport security check; after losing weight, it did not match the ID card photo, and the bank account was rejected. Such things, the identity can not be confirmed, even I can not prove that I am an anecdote of my own endless, causing social deep thinking. The phenomenon of "masking" is no longer a topic in the entertainment industry and even in daily life. The human face is the same, and the face of the company is the same. When the name of the cottage is full of streets and alleys, the white ceramic products are full of the market, and the marketing slogan on the e-commerce is exactly the same, the homogenization phenomenon of the sanitary industry has become more and more fierce, and it is deeply harmed.
Brand name: take plagiarism into disease
Cosmetic surgery is often copied from other people's faces, changing the face by changing the bone phase and the skin phase. The same is true for enterprises, which are reborn by plagiarizing the brand name and brand image. Ceramics and sanitary wares have frequent occurrences due to their similar raw materials and strong product relevance. In the past two years, two well-known cases have two Mona Lisa sanitary wares on the unqualified list of sanitary ware quality inspections in Chengdu and Beijing Industrial and Commercial Bureau. After inspection, it was named Mona Lisa (Italy) International Ceramics Industry Co., Ltd. ) is a shell company, the products are branded in small workshops in China. Coincidentally, the “Marco Polo Sanitary Ware†and “Nobel Sanitary Ware†appearing on the market have nothing to do with the famous Marco Polo tiles and Nobel ceramic tiles. The fake big brands are flooding the sanitary ware market, and the phenomenon of “changing faces†and “masking†has accumulated over the years. China and Vietnam are deeply involved and penetrate into the shaping of the brand image.
Shanzhai culture has become a phenomenon in China's manufacturing industry, and is even called the mass culture in subculture. This type of "borrowing" other brands not only has a lot of storefronts, but also a complete brand image promotion plan and system sales system. Large to the storefront door, store decoration, small to the promotion of single pages, product catalog materials, pursuing "takenism", often a set of instructions to increase or decrease the text on a few products, it is difficult to say. If the image of the storefront directly leads to the consumer without any memory points, the brand cannot be distinguished, and the consumer cannot be selected. The human face not only contains the essence, qi, and spirit of human beings, but also affects people's fortune to a certain extent, and will accompany people's life. In the same way, enterprises can only build a brand, establish a unique brand image, and form a market differentiation advantage, in order to occupy the core position of consumers.
Product homogeneity: sell each other and imitate
In the maturity of the sanitary industry, in the context of complete product category development, mature and open product technology, and the pattern of product design has been exhausted, the low technical threshold has caused the sanitary ware enterprises not to choose to invest too much R & D funds, but Choose to steal the teacher at the exhibition to imitate and follow the market to play conceptual products. The industry has summarized the status quo of sanitary ware design as “five and five less†– more imitation, less creation, more commonality, less personality, more international forms, fewer national forms, more products on the road, fewer boutiques, more miscellaneous brands, less famous brands. The same problems exist in hardware in bathroom products. Once Wrigley's overall bathroom strategy was a great success, but because of its inability to manage its own brand system, its brands are almost completely homogenized. After all, this is because the brand has not been based on the consumer's individual needs and precise positioning.
Consumers' attention to the "performance" and "appearance", the aversion to the same, let the company begin to pay attention to and consider the importance of product differentiation. At the beginning, some companies pay attention to creating distinctive brand advantages. After starting from a certain category and gaining insight into consumer demand, they can identify the market and produce products that are highly personalized and cater to the market. The exquisite hardware of the Dilang bathroom is a successful case. In the hardware market, often the decorative hardware does not pay attention to function development, while the functional type has low demand for decoration. Emperor Lang's conscious of the white-collar workers' pursuit and expectation of exquisite life not only has a strong design concept in decorative design, but also pays attention to the integrity and originality of the functional structure, and truly attracts the attention of the target group. If the sanitary ware enterprises form technical barriers, the technical threshold will be raised invisibly, and the overall layout of the design and corporate concept will make many imitation companies look backward.
Synchronization of transformation: people are also clouds, and they are moving
Qian Zhongshu’s "The Besieged City" has a classic line. "Marriage is a besieged city. People outside the city want to go in, and people in the city want to come out." The expansion of financing channels and brand image brought by the financial market has made many companies very yearning. However, for the sanitary industry, listing may be like "The Besieged City". Some private companies want to be regulated, while some listed companies only want to " Privatization." The rise of the concepts of "Internet +" and "smart bathroom", sales and profit growth have shown a downward trend, so that listing and switching to e-commerce may become a unified means for enterprises to seek transformation and upgrading of the model. However, as a traditional industry, the long service process of e-commerce can only lead to a long-term system establishment process. The Internet cannot be the foundation of the industry. It can only be a relay. The concept that needs to be established is + Internet, not the Internet.
Since January 30, 2016, Dong Peng, the leader of the Chinese ceramics industry, has publicly proposed a privatization plan. The speculation and doubts in the industry have never stopped. Many media rushed to comment, and the famous enterprises in the industry also paid special attention to their trends. Even some consumers can finally distinguish that "Dongpeng Sanitary Ware" is a small card, and "Dongpeng Sanitary Ware" is a big name. Perhaps Dongpeng intends to go public, just as the industry estimates, not only earned a reputation in the stock market, this delisting statement in a flat bathroom market is like a thunder, hitting the first shot in the bathroom industry in 2016, won a lot of attention. In 2016, the smart factory opened the Internet marketing thinking and new product recommendation to the Kangzhuang Avenue. At present, there are many listed Taowei companies in China, and there are many Taowei enterprises that try to catch up with the capital express train. However, there is a saying that “the listing is risky and the companies must be cautiousâ€.
It is of utmost importance for human beings to recognize "who I am". GO Jiaju.com believes that enterprises can understand their own positioning and cannot be ignored. Knowing who you are, what you can do, and what you want to do is not only the ultimate three questions in life, but also the ultimate three questions of the company. In today's "customized" home building industry, homogenization is no longer a guarantee for gold, imitation is a means of learning, but it is not the end. In the fully saturated bathroom market, only a unique brand concept, unique new products, and distinctive marketing methods can inspire a thousand waves in the market like a stagnant water, and win the market with differentiated advantages.
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