The high-end route of the whole cabinet should avoid five major mistakes

In the past two years, due to the sluggish market in the overall cabinet industry, many cabinet companies have begun to look to the high-end market of cabinets, and expect to achieve greater benefits in this field. "High-end customers, high-end products" have become the goal of many cabinet companies.

In the high-end market tide of the cabinet industry, there have been many disharmonious scenes in the ups and downs. Many cabinet products have deviated from the market demand, and the final market results are inevitable.

Then, when the cabinet companies enter the high-end market, what misunderstandings are easy to enter?

Always pursuing high prices

In the eyes of some cabinet companies, high-end products are high prices, using the "speculative" mentality to make products, as the higher the price of the product, the better the product, in fact, high-end products are not the same as high prices. The price of enterprise products must be based on internal product cost, marketing objectives, external market structure, price elasticity of demand, market competition and other factors to comprehensively evaluate pricing. Recently, Maotai's luxury incident also shows that in the process of price increase, enterprises cannot use the speculative attitude of pursuing high prices to operate products, which makes the product management benefits short-term, and the products gradually lose the customer base that they depend on, facing a business crisis.

Overemphasis on star effect

On the road of high-end development of cabinet enterprise products, public relations promotion as an important means to enhance the image of enterprise products has a non-negligible role. However, if the company takes the star as the only means of high-end products and pursues a sensational effect, it will make the enterprise product become a symbol of "vulgarization" and establish a goal of aristocratization, but the product is moving toward clowning.

In terms of the choice of stars in our country, the winners are successful. In the choice of stars and public relations promotion, most companies do not have long-term planning, and cannot choose stars that conform to the corporate image and product connotation, let alone such as Microsoft and Apple. Its business is going to shape the stars.

Ignore product connotation

High-end products usually have deeper cultural connotations and technical accumulations to be able to impress consumers to pay relatively high prices. For this reason, high-end products have spared no effort in cultural connotation and spent huge sums of money in technology research and development. Brand connotation, new product development, fashion trends and other product connotations are important foundations for high-end products.

Lack of product portfolio

As we all know, high-end products rely on the scarcity of products to obtain higher yields of single products, but its huge advertising investment, staff costs, research and development investment, etc. make it difficult for most products to obtain a relatively rich business return. Therefore, using the market influence of high-end products, expanding sales has become the business model of most luxury goods companies, and many cabinet companies have rushed to launch high-end products under the premise that the product line is not yet mature, and have made a large amount of market investment, making enterprises The road to high-end is unsustainable.

Ignore the overall operation of the company

High-end products have a special mode of operation, with special business rules and models from research and development, procurement, production and marketing. At present, many luxury goods have "not to produce real luxury goods, but to cut costs while quality can continue to be superior." Therefore, attaching importance to the uniqueness of the entire high-end product industry chain, it is difficult for the company to continue to develop, the overall commercial operation, in order to maintain the vitality of the brand.

As the saying goes: "Three generations can only be a nobleman". As a high-end customer, the cabinet companies are facing a lavish wave of luxury goods. Based on the value of the product itself, after years of baptism and market test, it can truly create the Chinese cabinet industry. High-end products.