In view of the characteristics of the home furnishing industry, companies that focus on branding and marketing will be better on the road to development. If you have consulted a lot of information, you will easily find the fact that the large home furnishing companies that are in the forefront of the industry already have the thinking and actions of brand building more than ten years ago.
The widespread dissemination of the brand effect has helped the furniture company fly to Huang Tengda, and eventually reached billions or even tens of billions in annual revenue. So how do these successful home furnishing companies position their brands?
There is home, there is love, there is European school- European school home
The company's operating income was 11.509 billion yuan, an increase of 18.53% year-on-year; the net profit attributable to shareholders of listed companies was 1.572 billion yuan, an increase of 20.90% year-on-year. In addition, in the ranking of the "Twelfth Top 500 Chinese Brand Values ​​in 2018", the European brand was ranked 169th with a value of 28.503 billion yuan, ranking first in the home furnishing industry.
"Family, love, and Europeanism", this popular slogan was officially launched in 2005, when Jiang Wenli was invited to be the spokesperson. In the 2015s, the spokesperson changed to Sun Li, but this slogan is still used today, and it also reflects the brand positioning of Oupai Home Furnishing-home is the core, love is the essence. In the process of brand building, Oupai has always adopted the concept of "love" rooted in the family, and embedded this concept in the design of products, and constantly passed it to society and families through more colorful forms such as public welfare micro-film advertisements. A positive value.
In the 2018 annual report, Oupai admitted that it attached great importance to the construction of its series of brands and reached brand building through the following aspects.
(1) Brand planning . Based on the research of enterprises, brands, industries, and consumers, the company's brand building is raised to the height of the company's business strategy, and the medium- and long-term development strategy of the company's brand is proposed, and this is used to guide the specific brand marketing tactics in the future. Dig deep into the brand's core value system and use it as the center to establish a strong brand recognition system to bring strong associations to consumers.
(2) Brand promotion . In order to standardize the company's brand publicity, improve brand management, promote brand development, effectively carry out brand protection, and maximize brand value, the company has formulated a detailed brand management system, in various media (including newspapers, magazines, television, radio, websites) , Outdoor and other carriers) to implement various kinds of hard advertisements and soft news propaganda, and actively participate in various public welfare sponsorship activities, organize various celebrations, press conferences, promotions, investment promotion exhibitions, etc.
(3) Channel layout and promotion . Fully promote the "10 + 1" terminal business model, display the overall image of the company through a wider range of distribution stores, unified and neat design and decoration, and trained professionals to improve the "Oupai", "Opeli", " The brand awareness and reputation of the "Obni" series. The company has strict requirements for the store decoration of the specialty store. The store is renovated every 3-4 years. The store decoration is designed and constructed in strict accordance with the standards set by the company.
Sofia
Understand Space · Can Live- Sofia Home Furnishing 
Sofia Home achieved operating revenue of 7.311 billion yuan in 2018, an increase of 18.66% year-on-year; the net profit attributable to shareholders of listed companies was 959 million yuan, an increase of 5.77% year-on-year.
From the early "customized wardrobe Sofia", to the "customized home Sofia" in 2013, to the Sofia "full house customization" in 2015, Sofia's development strategy has evolved while the brand's core positioning has been constantly adjusted among. After the transition from wardrobe single-category to multi-category home furnishing strategy, Sofia's strategy returned and re-examined consumers' in-depth needs.
After a lot of questionnaire surveys, Sofia found that most of the households had troubles with taking care of them. In response to the current status of family storage in China, Sofia conducted an analysis of the storage problem and proposed the idea of ​​using customization to solve the storage problem. Therefore, in March 2017, Sofia started a brand upgrade campaign and changed the advertising slogan to "Understand the space. "Life" expresses the ability to provide consumers with better and more comprehensive spatial solutions.
From the initial "customized wardrobe is Sofia", to "customized home Sofia", to today's "understanding space · life", it represents Sofia's development strategy in different periods and the corresponding brand positioning strategy.
Shangpin Home Furnishing achieved total operating income of 6.645 billion yuan in 2018, an increase of 24.83% over the same period of last year; operating profit reached 582 million yuan, an increase of 26.20% over the same period of last year;
In 2010, Sofia Home signed a contract with Shu Qi, and in the second year Shangpin's house was signed with Zhou Xun. These two stars have been endorsing the company so far. The general manager of Shangpin Home Furnishing once said, "It is precisely because of Zhou Xun's aura, personality, fashion, changing shape, and sense of responsibility to become an environmental ambassador that all fit perfectly with the characteristics of Shangpin Home Furnishing brand. "
"My home is about to be customized" and "Whole House Customization is Shangpin Home Furnishing" is the main advertising slogan before Shangpin Home Furnishing. This year, Shangpin Home Furnishing launched a brand new advertisement for the brand's first appearance in the CCTV "Big Country Brand" The phrase "only for a better life" is not yet known to be promoted nationwide.
"Everyone ’s interpretation of a good life is diverse, but the focus is on a higher quality spiritual life. With the rise of the middle class in recent years, people ’s demands for life have risen from physical satisfaction to spiritual abundance. So in this way In the context of the home, as an important carrier carrying human material and spiritual life, home has been given more meaning and higher requirements. Shangpin home furnishing is the practitioner who strives to fulfill these needs for people. "———— This is the interpretation of the new brand's claims by Shangpin Zhaibei, while expressing its commitment to consumers.
In 2018, Zhibang Household's total operating income was 2.433 billion yuan, a year-on-year increase of 12.80%, and a total profit of 320 million yuan, a year-on-year increase of 15.56%.
Custom home furnishing companies generally like contemporary female celebrities. It seems that only the female image in the family meets consumers' imagination and expectation of "home". However, Zhibang Home Furnishings is very different. Jay Chou was announced as the brand image spokesman in the opening year of 2019. Like other friends, Zhibang Home Furnishing also actively promotes the strategy of large home furnishing and brand rejuvenation. Zhibang Home said that in the future, it will focus on the spokesperson Jay Chou and carry out a full range of packaging promotion from his brand influence. In addition, the deputy general manager of Zhibang Household said, "Since 2017, we have proposed that the brand should be rejuvenated, and it will be used as a strategic goal within the next five years. As the most important strategic goal of our brand, we must continuously promote it. Including this time Jay Chou as a spokesperson is also a very important indicator and measure in brand rejuvenation. "
On March 7th, Zhibang Household released a heart-warming advertisement, and together with Jay Chou, told the stories of the four most important women in a man ’s life: grandma, mother, wife, and daughter, calling on men to Love cooking ". The influence of this advertisement is extremely popular. In fact, in the two integrated marketing communications projects of Zhibang Men's Kitchen Festival and Zhibang Kitchen Party in Zhibang Home Furnishing in 2018, they all won the gold medal case of the Chinese international advertising industry. will.
In the advertising of Zhibang Household, love and tenderness are already an indispensable part.
In 2015, Zhibang Home signed Guo Jingjing, and the brand slogan was "Focus on the kitchen and better understand life"; by 2019, Jay Chou's "Come for Home and Open the Whole House Era", showing that Zhibang Home is on the road of brand building Move forward steadily.
Holocaust achieved an operating income of 2.133 billion yuan in 2018, a year-on-year increase of 14.46%. The net profit attributable to the mother was 382 million yuan, an increase of 9.84% year-on-year; the net profit attributable to the mother was 308 million yuan, a decrease of 4.33% year-on-year.
Holocaust adheres to "Master Design, Quality, and Service" as the core and driving force of the brand, tailoring each family to a more comfortable, healthy and diversified high-quality lifestyle; so Holocaust's advertising slogan is Is a master of custom home furnishing.
In addition, Holocaust also actively carries out the concept of brand rejuvenation and healthy life.
In 2016, Holocaust officially announced the signing of well-known artist Angelababy as the brand image spokesperson. This is the first time that Holocaust has been in existence for more than ten years since its establishment, and it has used celebrities as an endorsement.
World Aldehyde Day was initiated by Holocaust. The launching ceremony was held in Shanghai on April 26, 2015, calling for a joint construction of aldehyde-free homes. This day is designated as the first World Aldehyde Free Day, and every April 26th will be World Aldehyde Free Day. In the following year, Holocaust plans related activities, using media and star power to expand its brand influence.
Based on the rejuvenation of the brand and the pursuit of a healthy life, Holocaust launched the "This is the original style" vibrato challenge event in conjunction with the short video platform Douyin, which is the most popular among young people, during World No aldehyde Day 2018. Encourage everyone to live a true self.
Shen Hanbiao, the chairman of Holocaust, is also the founder of the good wife drying rack. Shen Hanbiao, who has two listed companies, said publicly, "I think the brand represents the core value for the enterprise. Because a brand contains a kind of The philosophy of life is a quality and a promise of service. He is a complex. Our company started with brand positioning as its business philosophy and brand development as its business philosophy. So I think that brand Means the core value of an enterprise. "
This remark is deeply about the essence of brand building, which is not only applicable to Holocaust, but also applicable to many well-known home furnishing companies such as Oupai.
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