Cabinets, "first sell products or sell brands first"

"Before selling a product or selling a brand first," many companies choose the former. This move was particularly evident in Wenzhou enterprises, and also enabled many brands to win end-to-end networks across the country. However, the rapid growth of Chinese consumers in recent years has prompted various industries to propose higher standards, especially in the cabinet industry. Consumer demand does not stop at the use of the product. In fact, innovative products and brand culture can make brands more successful. Culturally advanced brands are more stable in market competition and often can win the most important market share.

For example, the famous clothing brand "Metersbonwe" took the lead in realizing OEM, and introduced a clothing culture, becoming the forerunner of China's casual wear; women's shoes brand "Red Dragonfly" also introduced the shoe culture ahead of schedule. So far no shoe company has surpassed. However, this does not mean that companies must first pay attention to brand building and ignore product management in the process of development. Every aspect of the company's production and operation is inextricably linked with market sales and after-sales service. A component assembly error may be possible. Bring huge and even fatal losses to the entire company. Therefore, we must do our best to put a good quality control. Zero-defect management is the management innovation of quality control and guarantee.

The relationship between products and brands is like a building that rises. In the enterprise development system, the brand belongs to the superstructure, and the product is the solid foundation stone that lays the foundation of the superstructure. The two complement each other, the brand enhances the product sales, and the product guarantees brand loyalty. . In fact, in the process of enterprise development, it is not the question of selling products or selling brands first, but how to better integrate the two to better serve the consumers and better serve the business operations:

On the one hand, adhere to the brand management as the main theme, saying: "The third-rate companies sell products, second-rate companies sell technology, first-class companies sell brands." The market competition to the final result is the brand era. Current competition among cabinet companies is reflected in brand awareness, products, services, innovation, and promotion concepts. Among them, the brand operation is particularly important. Rich brand elements, added value of the brand, and brand culture have become an important aspect for consumers. Especially in the current highly competitive environment, if the brand introduction speed is too fast, consumers have little time and space to fully understand the brand and product. As a result, the brand's role becomes superficial, and the brand value that we endeavor to manage is also useless. Therefore, how to build competitive advantage through the promotion of corporate brand and use the effect of corporate brand to create product sales benefits instead of Putting the focus of publicity on product promotion is a question worthy of our consideration.

On the other hand, the protection of product quality, the pursuit of product "zero defect"

From the beginning of product design, in-depth target market to investigate the influencing factors of residential consumption environment, production of products on the road, supply target customers; and from the selection of raw materials to the production of production processes, checks at all levels to ensure the high quality of products. The principle of “tailor-made” products is adopted, that is, from the beginning of product design, in-depth target markets investigate the influencing factors of the resident's consumption environment, produce products on the road, and supply target customers. Such as: Some market housing structure is more spacious, then the furniture can not be too stingy; some consumer interest consumption into simplified, they think that cumbersome have sense of value, so too many pursuit of artistic furniture is not suitable; we should be timely Understand the actual situation in each region and timely adjust the product structure.

At the same time, the competitiveness of brand cabinets is mainly reflected in the service. More and more consumers are beginning to pay attention to the reputation of brand cabinets and all-round services. Through the sales of products and full-service, they are constantly building a monument in the hearts of users and winning. Taking people's minds and establishing a good reputation is the long-term plan for development.