Deepen the door and window enterprise brand genes

For the door and window home market, this is an unprecedented era of great development, and it is also an era of chaos and cancer. The market is chaotic, the price is high, the quality is uneven, and the homogenization is serious. Not only are consumers confused by such a market, but most enterprises and dealers can't figure out the clue. As everyone knows, when the recognition of the brand is high enough, it is easy to find the most special one in the brand wave of this sneak peek, and take the differentiated brand route, which can be started from two aspects.

Deepen brand genes

The brand gene is a brand's genetic code, which is constant. Different genes create different brand connotations and their visible brand forms. Just like people, no two people are exactly the same. People with blood relations are genetically similar, and vice versa. But the two people who are close relatives cannot be exactly the same. The world is so wonderful.

Every particular door and window brand has its own past and present, with all the variables that affect the characteristics of the brand, including the soil that breeds, the personal qualities of the founders of the company, and the unpredictable factors encountered in subsequent development. In the grassroots period, everything is to survive, but then it will gradually form its own unique brand personality, which can be called "character". Brands are just like people. When you grow up, you need to constantly optimize and strengthen this "character" in order to be able to stand out and keep its recognition, popularity and reputation, otherwise it will be The brand of the forest is submerged in the ocean.

The character will inevitably appear, and this presentation can be perceived by the human sensory system. The human sensory system includes at least visual, auditory, olfactory, gustatory, and tactile sensations. The comprehensive reflection of this sensory system is the “tonality” of a brand. This tonality is determined by the brand's genes and gradually evolves and evolves, but once mature, it is best not to change, otherwise people will feel strange, feel immature, feel unreasonable and bored. However, this is not the whole problem. The most important issue is that when there is no clear brand positioning and attributes, it is difficult for consumers to build trust in the brand, because the brand is a commitment, or rather a set of commitments, you can promise high value. At a high price, you can also choose to have a better price/performance ratio than your competitors, and you can even promise low prices and only meet basic quality requirements. But only if you can do it can be promised, otherwise it will be abandoned by users who are savvy and in need of security, because consumers find it more convenient and safer to buy branded products.

Keep up with the design trend

Door and window brands need to maintain their fundamental values ​​in terms of value and style based on their own unique genes. At the same time, they must keep pace with the times and maintain their adaptability, freshness and activity in a changing environment. Feeling the tension. What do you want to keep? The trend! If you ignore the trend, the brand will be tired and old, so that it will not be seen by consumers.

Trends are usually weak signals that originate from the natural, social, technological, demographic, cultural, and ethnic customs. Today's businesses, the ability to understand social, cultural and consumer trends, and the integration of them with the specific practices of product and service development have become very important and have become a model for effective competition in many economies. Global competition, market saturation, and rapid product degradation have forced us to switch to reinventing the company and rethinking its business model and product development path. The ability to understand and lead the trend has become a strategic tool for new product development. This knowledge required in trend research is far superior to the company's conventional practice of developing industrial products. Even with quantitative models based on data analysis, the development of trend research is much more scientific and accurate.

This is why trend research can even become the main reason for the company's strategic tools, and is often carried out by companies in developed economies. Door and window companies can be positioned as followers of the trend, or as hunters of the trend, but to gain the status of a leader, then you should follow the path of the trend builders, which requires a strong knowledge system and related tools, Methods and models to support. In fact, even followers and hunters do not rely solely on feelings, but also need relevant theories and methods to succeed.
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