Asymmetric Strategy Of China Under The Brand Competitive Differentiation Cabinet - Cabinets -

In the modern economic competition, identify the location and characteristics of its own

, and avoid weaknesses, to mobilize all positive factors to maximize the display character, display charm, in order to achieve than its competitors, gain competitive advantage in the purpose and effect. This is the modern economy of "asymmetric strategy." As Cupboard Industry, customization features, consumer products usually lack of concern about the time of purchase will only need to pay attention to, so it gave the operator a lot of play space. In China Cupboard Industry, only a short ten years of development history of the industry, under asymmetric competitive differentiation strategy has demonstrated the use of head.

First differentiated brand positioning. Most of the brand in the industry are doing the level and quality consumer positioning, Piano cabinets lead to sex began to distinguish between the consumer orientation, proposed the "let a man fall in love with the kitchen," the brand Advertisement Language, and for the first hired as a cabinet brand Male Stars as Brand Ambassador. In the image and personality of an instant connection with other brands achieved differentiation. In addition, the principle of this idea is a very clever design, though this statement is to make men fall in love with the kitchen advocacy, but the object of appeal is not a man but a woman! Because men want a woman under the kitchen. Although in the current home to cook the best Chinese food is the man, but most families the kitchen or the frequency of more women, so women more voice when purchasing cabinets. The Piano Cabinet this mode of "Geshandaniu" type advocated "let a man fall in love with the kitchen," the appeal to female consumers just scratching the hearts of "itch", seized their psychological needs, which in many cabinet brands superior, differentiated stand out!

Second, differences in product design technology. Kbbln the product as a whole cabinet is mainly gray and very atmospheric, giving us the feeling is very neutral, consumers do not like people who read will not feel too ugly. The gold medal cabinet products always give people the overall feeling is very strong, regardless of work or the selection of very fine, its brand stands for quality of life to maintain good consistency. But the Piano cabinets full of products but the product personality, consumers liked the product very strong. For example, Piano cabinets plain of "Xiang Xue" and "Alpine" and other customers will have the feeling of love at first sight.

Quote again the way in product differentiation. Most of the brand in the cabinet industry used in accordance with the plan linear meters, according to the needs of our customers offer cumulative way, to the customer the feeling is the constant plus the money, especially in the face of changes to the standard configuration requires subject to additional fees, Customers are often angry. The Blue Valley cabinets are differentiated by the method of price quotation is in accordance with the consumers and a common L-shaped, according to the most commonly used kitchen cabinet design of 3.8 m, in accordance with the Hardware Kitchen and electricity offer the maximum configuration, and then subtract consumer demand. Each client to change the configuration corresponding lower prices compared with the original price of the process center will have a "make" and "provincial" feel the money so that the customer's mood is very comfortable to. In the "plus" one "cut" between the two different brands consumers feel the opposite, so imagine the result of competition.

In addition, in Sell Mode of production alienation. General cabinet brands in order to fully meet customer needs, complete with module selection means to sell, cabinets, countertops, kitchen electrical, sink, drawer and other options with the consumer choice. But Wei method. Siemens cabinet will do the opposite manner by spending package advance cabinets, countertops, kitchen electrical, water tank, Baskets for sale modular packages, effectively raising the amount of a single set of sales, which are fantastic and sui generis.

On the cabinet industry, the brand Marketing Way, exhibition design, etc. I will not elaborate on differentiation in this industry and product segments of the market fully competitive environment, the only "difference" to survive, passing on decades of "people I have , others have good, gifted people I have clean, honest people I run "strategy of asymmetric competition is still valid. In a mature brand within the cabinet industry to explore their own personality and other brands to differentiate, to each brand to find one suited to their "lifestyle" to live the exciting each brand.

by: gaga

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