After more than ten years of development, the overall wardrobe industry has formed many brands, but the current status of the industry is not optimistic, the brand grades are different, the fish are mixed, and consumers are dazzled and difficult to distinguish. So, what is the current form of brand presence in the wardrobe industry?
The first category: top brands, these brands have a strong brand background, have their own processing and production base, each R & D center, is a brand that consumers basically trust, and is also a brand that many high-end consumers tend to choose, but it is worth noting that Today, in the height of the wardrobe homogenization, the national market does not rule out the pressure of some dealers to compete with the cost, and cooperate with the local wardrobe factory to produce OEM.
The second category: first-line brands, such brands are really from their own production bases in Shanghai, Beijing, Guangzhou, have a sound management and operational physique, the overall quality of products and services are also stable, while having an independent research and development center, operating model Basically similar to the first category, so it is difficult to escape the pain of the dealers everywhere.
The third category: fake first-line brands, such brands are either crowned with coastal city brands, or spend some money to buy a "*** top ten brand" certificate, the products are handed over to the local factory or have their own independent small workshop, there are It is worth noting that some of the more intrinsic merchants tend to be competitive in the market and may join the ranks.
The fourth category: the local first-line brand, with its own processing base, can basically meet the demand for orders, but in the management, management concept, there is still a certain gap in the coastal brands, occupying a certain market in the local.
The fifth category: local second-line brand, has its own small workshop, poor processing capacity, general management and management concepts, and has certain advantages in price.
The sixth category: local low-end brands, own small workshops, poor processing capacity, poor management and management concepts, such brands are difficult to grow, and their profits are also the lowest, but they usually make a fuss about cutting corners. Or use inferior materials to reduce costs and maximize profits.
The seventh category: the brand behind the brand, there is no shop, no matter what the first-line brand, if you want to find the OEM, it is generally not too casual, so it also gave birth to such a value of brand trust. Such manufacturers accept and continuously absorb the production management and design concepts of each brand, and form their own mature production management, design and after-sales systems. They are leading local brands in these aspects, but it is difficult to form their own terminal sales system, so they have been able to Standing behind the brand, some manufacturers also provide factory direct sales services. Due to strict production control and perfect after-sales service, the product price is between the local second-line brands and the local first-line brands, which has certain competitive advantages.
If the competition in the first-tier cities of the wardrobe industry is described as "quiet", then in a few years, the competition in the first-tier cities of the wardrobe industry may only be expressed as "tough". Appliances, flooring, cabinets, ceramic sanitary ware and other industries are now swarming in. In the past two years, there may not be any special movements, but after entering these enterprises, the industry test water, operation system and marketing model are completed. Brand strategic planning, it is estimated that after 2-3 years, these wardrobe brands will compete for the brand market in the first-tier cities, and will fully develop the brand with the strong brand to promote investment and sales, and seize the market share. Wardrobe enterprises, these giants can be described as "wolf and tiger leopard", then, the old wardrobe enterprise, want to be based on the first-tier cities, it will be more difficult, difficult. Therefore, in 2013, in the first-tier cities such as Beijing-Guangzhou-Shenzhen, which is the leading position in fashion and fashion, branding is the best opportunity for wardrobe enterprises.
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