Traditional culture is a breakthrough in the promotion of wallpaper corporate brands

China Paint Network
: Homogenization phenomenon is rampant today, the wallpaper industry situation is the most serious. More than 90% of China's wallpaper industry are private enterprises or small and medium-sized enterprises, lack of economic strength and innovation capabilities, technology can not reach the top level abroad, equipment can not keep up with foreign advanced level, design talent is also very scarce. Therefore, in product research and development, China's wallpaper industry often copied abroad, resulting in product homogenization, lack of competitiveness. Also in the positioning of the brand is not much innovation, they are mostly from the wallpaper itself characteristics, home feeling, people's taste and so on, to "fashion, environmental protection, health, comfort, warmth" to position, brand advantages are not obvious. Wallpaper brand in order to be unique among many brands, high housing construction, we must carry out differentiated brand positioning. This needs to start from their own culture, traditional culture is China's wallpaper brand positioning breakthrough.
China has more than 6000 years of civilization history, Chinese culture is broad and profound, has a long history. It guided the progress of human civilization and nurtured a great nation. Absorbing the essence of traditional culture, ancient and modern use is a major trend of brand planning. Everything will be forgotten by the time, but culture can be deeply rooted in people's hearts. Brand in the cultural tolerance, will produce lasting vitality, the market consumption has a huge impact. Contains the traditional culture of the brand, there is a living spirit. Enterprises produce products with physical attributes, while consumers buy brands with emotional and spiritual support. Physical products will soon be overtaken or eliminated by competitors, while spiritual brands can be rooted in people's hearts and can be born through the product's "pass-through generation". Therefore, traditional culture is very important in brand building, and more important in brand positioning. We should grasp the natural nature of consumers and national hearts, carry forward traditional culture, combined with the characteristics of the times to change, so that it into the brand.
It is well known that European furniture is personal, French furniture is romantic, Italian furniture emphasizes artistic infectiousness, British furniture has obvious classical and gentlemanly deeds, while American furniture contains high-tech elements. It can be seen that furniture brands can only be sustained if they are closely linked to the traditional culture of their own countries. Foreign furniture brands, if China's wallpaper brands do not look for the core value of the brand from traditional Chinese culture, it is difficult to find a differentiated path from other brands, so China's furniture industry from the brand positioning, culture at the beginning of brand building to play its unique charm, so as to shape the core connotation of other strong brands.
in other industries, brands from the traditional culture to dig treasures to locate a number of, many of them in the industry has a huge impact. Such as the liquor industry: Jin Six Fu is "fu" culture, small confused fairy is "confused" culture, Kongfu family is "home" culture, JianNanchun is "Dang" culture, which is known as "the first square of Chinese liquor" Ofifang and Chinese culture is the most closely integrated. It is located in the brand positioning through the Sichuan wine culture, cellar site culture, the origin of the three cultural core points of the focus of the appeal, positioning as: "China's oldest wine house," "China's rich-scented liquor, a wordless history book," "China's liquor industry's 'Qin Shihuang Terracotta Warriors'", reminiscent of a long history, origin of culture, past years, ancient times, reflecting the historical and cultural core values of the Shuijingfang brand. Its brand propaganda: "through history, witness civilization - Shuijingfang, real wine", showing the wine culture through the history of China's five thousand years of civilization, this propaganda is popular and widely circulated. Shuijingfang has become a miracle of the liquor industry, sales and brand appeal have become a successful model of the Chinese market. Therefore, the power of culture is endless, for the brand, traditional culture can give its soul, so that the spirit of the brand spread throughout time and space, China's furniture industry should fill this gap, the traditional culture as a breakthrough in its brand positioning.
From the current situation of China's wallpaper industry analysis, wallpaper enterprises to fight against the fierce cavalry outside the customs, and in the customs from one to the next, interwoven in the horn of war to victory, we need to have the courage to innovate. China's traditional culture is just a order to the world, pointing to jiangshan sword, can effectively assist wallpaper brand enemy victory. In order to achieve rapid victory, Chinese wallpaper brands must fully excavate and learn from traditional Chinese culture. There is no doubt that standing at the forefront of industry competition, China's wallpaper industry should inherit traditional culture, culture into the brand, create a national culture and brand of modern form, and pass on to the future of the nation. Of course, China's wallpaper industry brand growth and development process will experience numerous waves, broken sand, China's wallpaper industry must have enough confidence and perseverance to strengthen the brand, under the guidance of the correct brand strategy, to detail and differences to win.