On the afternoon of March 25th, the booth of Guante wardrobe in Hall 2 was packed with guests, and many media and people in the industry attended the "Guante brand new image conference". Wang Juntai, president of Guante, said with emotion, "Thank you very much for your support and love for Danish style wardrobes over the years, but after this conference, I hope you will remember that Danish style wardrobes are only a series of Guante brand, not the whole of our brand. I hope that the industry will recognize Guante noble bedroom health system from now on. We will not only customize the wardrobe, but also customize the bed, floor and wooden door ... Guante will wholeheartedly build your environmentally friendly and healthy bedroom! "
Core value: living in the same room with nature.
"People spend 1/3 of their life in the bedroom. If a person can live to be 90 years old, it means that he has spent 30 years in the bedroom. How important the health of the bedroom is to us! But how many people have noticed that a healthy bedroom is not only a bed, a wardrobe and a floor, but also an ecological chain of a bedroom. Therefore, Guante is determined to be a noble bedroom health system, and the core value of Guante brand is "living in a room with nature". After a few years, I hope that Guante will become synonymous with "healthy bedroom". " Wang Juntai, president of Guante, said.
We believe that the health system of Guante noble bedroom is the highest interpretation of "environmental protection" and "ecology" bedroom, a natural taste, a European pastoral, and a spiritual belonging!
Product Transformation: From Custom Wardrobe to Custom Bedroom
Brand upgrading corresponds to the transformation and upgrading of products. "Guante" brand is no longer limited to selling custom wardrobes, but also selling "custom bedrooms"
Room related products, such as custom wardrobe, custom floor, custom bed, etc. , are sold in the noble dormitory health system.
The establishment of noble bedroom health system needs a strong production scale, including first-class equipment, top-class design, ultra-environmentally friendly materials and all-round services. But, Gunter, it's all done!
At present, Guante has a large-scale modern production base of nearly 50,000 square meters, and has invested heavily in the introduction of German hero production equipment, which has provided a foundation for the differentiated research and development of Guante wardrobes and significantly improved the production capacity of Guante quantitative standards; In terms of design, Guan specially invited more than 100 top bedroom designers in China and Europe, with more than 50 design patents, which ensured the richness of product production lines; The service has been improved, and one-on-one full-time consultants come to customize the design, installation and lifelong maintenance; Guante has strict requirements on materials, ensuring that all products are 20% higher than European environmental protection standards!
Product positioning: high-end market, targeting social elites.
In recent years, China's consumer groups and wealth levels have gradually changed, and the customer base of Guante has also increased at an annual rate of 30% with the economic development of China. Guante's core target consumers are social elites aged 35 -55 who know how to enjoy life. They have the pressure of this class, but they know how to release the pressure in nature and rebuild their health; They keep climbing the peak of their career and know how to stop and enjoy the surrounding scenery; They mediate in the reinforced concrete city, but there is a personality insistence on home and bedroom in their hearts.
For this part of consumers, Guante divides its products into three series:
Target consumer group of Forest No.1 series: mid-range.
Target consumer group of Danish style series: middle and high end
Bell series target consumer groups: high-end
The first series is Forest No.1 series, the second is Danish style series, and the third is Belle series. Forest No.1 series mainly refers to plate type, Danish style series is a combination of solid wood and board wood, and Bell series is pure high-end, that is, all solid wood.
In addition, the wardrobe industry has developed rapidly, which really makes us very pleased. However, as a friend of wardrobe dealers, in the case of uneven development of various wardrobe brands and uneven brand status, they will encounter the following problems more or less:
What kind of wardrobe manufacturers are beneficial to our wardrobe dealers?
What kind of support policy is reliable for dealers?
What kind of marketing model is suitable for the development of wardrobe dealer friends?
There are so many wardrobe brands on the market, how to choose them?
I believe my friends can't wait for the answer!
All right! Next, the answers to the above questions can be revealed immediately!
There is such a person in the custom-made home furnishing industry in China. He used to be the general manager of European kitchen cabinet marketing and the director of Haier's overall kitchen marketing! He focuses on the marketing practice and research of kitchen wardrobe industry, has many years of industry experience and rich practical cases, and has a profound insight into the market environment and marketing model of China home building materials industry! At the same time, he is an expert in Lingnan think tank of Sun Yat-sen University, and has compiled a customized marketing textbook "Danshuo Kitchen Cabinet", which is very popular in the kitchen wardrobe industry. I believe some friends have seen it!
All right! He is Mr. Liu Xuedan, who enjoys the reputation as the first professional manager in the custom-made home furnishing industry in China. Let's give a big hand. Let's welcome Mr. Liu Xuedan, the first person in custom home marketing in China, to explain to us how wardrobe dealers choose brands. Tell me about it!