Asymmetric Strategy, The State Cabinet Brand Competitive Differentiation

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 the cabinet industry, customization features, consumers usually lack of concern about the product only needs to be concerned until the time of purchase, so it gave the operator a lot of play space. Cabinet industry in China, this is only a short ten years of development history of industry, under asymmetric competitive differentiation strategy has demonstrated the use of head.

First of all, the difference in positioning of the brand. Most of the brand in the industry are doing the level and quality consumer positioning, Piano cabinets first started to distinguish between gender-orientation of consumers, asking "so that men fall in love with the kitchen," brand advertising language, and make the brand as the first cabinet a hired male stars as Brand Ambassador. Moment in the image and personality of the brand to achieve with other differentiation. In addition, the principle of a design concept is very clever, although this phrase is to make a man love advocate kitchen, but the appeal of the object 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. Gold cabinet products always give people the overall texture is very strong, both are very fine workmanship or material selection, and its brand stands for quality of life to maintain good consistency. Piano cabinets full of products personalized products, 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 configuration of kitchen and electricity offer the highest, and then According to consumer demand to do subtraction. 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 that the result of competition can be imagined.

In addition, sales of the way in producing 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 sui generis.

Within the cabinet industry on brand marketing, 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 a few years of "people I have, I have excellent, gifted people I honest people honest I ran," Asymmetric competition policy is still valid. Cabinet in a mature brand within the 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.

Asymmetric Strategy, The State Cabinet Brand Competitive Differentiation

By: sisi

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