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2018-08-15

全屋定制来袭,门窗品牌策划何去何从?

龙狮品牌营销策划公司最新了解,在2018年7月8~11日广州琶洲举办的第20届中国建博会上,全屋定制家居品牌占据高达45%的展位,全屋定制在家居行业的火暴可见一斑。在家居行业,全屋定制范围越来越广,涵盖家装项目也越来越丰富,不再局限于家具定制,吸收兼并了全屋厨卫定制、全屋照明定制、全屋磁砖定制、乃至由龙狮品牌策划公司独家提出的全屋五金定制,当然也包括我们今天所讨论的全屋门窗定制。

 

欧派的品牌策划战略
 

欧派、索菲亚等家居大牌,以全屋定制的名义,入侵门窗行业,给行业带来巨大冲击,门窗行业品牌如何应对?龙狮品牌营销策划公司总结几条应对策略,以供各门窗企业参考。


策略一:反攻家居定制行业

当年专做厨柜的欧派,为了扩大业务,提出全屋定制概念,把衣柜定制纳入其中;而当时专做衣柜?#20035;?#33778;亚,受到欧派的冲击,当机立断,同样打出全屋定制旗号,把厨柜定制纳入其业务范围。有实力的门窗企业,可以效仿当年?#20035;?#33778;亚,反攻家居定制市场,以门窗为突破口,开展全屋家居定制业务。全屋定制,从门窗开始!

但是,今时不同往日,欧派已经不是当年的欧派,门窗企业也不是当年?#20035;?#33778;亚。当年,欧派与索菲亚在各自领域都是领头品牌,二者可以说旗鼓相当。而当今,家居全屋定制品牌已经很成熟,而门窗定制企业普遍难以与其匹敌,即便强行进入全屋定制行业,也未必能获利市场的认可。而且投入很大,风险也很大,反攻家居全屋定制需要根据企业综合情况慎重考?#20405;?#21518;再做决策。


策略二:借力全屋定制,做全屋门窗定制

全屋定制如此流行,已经成为家居行业的标配。门窗定制企业如果无法扩大业务,进军全屋家居定制,那不如退而求其次,做全屋门窗定制。把全屋定制概念引申到门窗行业,全屋定制全称是【全屋(家居)定制】,那?#20174;?#21040;门窗行业就是【全屋门窗定制】,也可简称为【全屋门窗】。目前已经有不少门窗企业开始打出全屋门窗定制概念,例如3D木门,其品牌定位便是3D木门·全屋定制。


策略三:成为门窗定制行业标杆

为什?#30913;?#27966;等家居定制品牌可以轻而易举地入侵门窗定制行业?(注:欧派因为欧派木门商标被别人抢注,所以只能以新的商标“欧铂尼”品牌进入门窗行业。)因为门窗行业没?#34892;?#25104;任何强势品牌,消费者购买门窗时,没有明确的品牌选择,这时候欧派进入,给消费者一个知名品牌选择,消费者更多地会愿意选择一个知名大品牌。

应对一个大品牌的冲击,最直接的办法就是成为行业的大品牌,成为消费者心目中门窗的首选品牌之一。当消费者认为,做门窗还是XX品牌专业时,自然会选择更专业的门窗品牌,而不会做全屋定制。


策略四?#21512;?#20998;门窗市场,成为领域第一品牌

不是每个品牌都有能力或有实力去成为门窗行业的龙头品牌,当你没有办法去跟行业内大品牌正面竞争时,我们可以选择切割细分市场,成为门窗行业某一领域的第一品牌。

 

森鹰的品牌策略
 

运用这种策略最具代表性的品牌当数【森鹰】,它的定位就是“中国铝包木窗的创始者和领导者“。当它无法成为行业第一品牌时,它选择了【铝包木窗】这一细分市场,成为这一细分市场的领导者。当消费者指定选择铝包木窗品类时,森鹰很可能就是第一选择。


tata木门的品牌定位
 

再举个例子,TATA木门,它的定位是静音门,专门做静音/隔音门,企业的产品、宣传、研发都围绕“静音“这一定位,成为静音门的第一品牌,消费者购买静音门时,当然会选择在静音层面更有说服力的TATA木门。

以上,龙狮品牌营销策划公司总结?#20035;?#22823;策略,意在帮助中国门窗定制企业?#19994;?#24212;对全屋定制潮流的方法,每个门窗定制企业都应该根据自身条件,选择适合自己的策略。但是,归根到底,企业竞争拼的是品牌,门窗企业唯有不断提升自身品牌策划与塑造水平,方可在市场竞争中立于不败之地。想了解更多门窗品牌策划方案,欢迎致电龙狮品牌营销策划公司,我们24小时倾情为您服务,为您的企业?#21487;?#35746;造全套以战略为导向的品牌全案策划。

声明:部分文?#30053;?#33258;网络,如本站文章和转稿涉及版权等问题,请作者及时联?#24403;?#31449;,我们会尽快处理。
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