In modern economic competition, finding their own location and character of our weaknesses, the maximum of the positive factors that show personality, reflecting the charm to our competitors, the purpose of obtaining competitive advantage and efficiency. This is a modern economic areas "asymmetrical strategy". Since the cabinets industry customization features, consumers usually on product awareness is high only need to purchase to focus until, so this gives the operator a lot of space to play. In the Chinese cabinet industry, this just over a decade in the history of the industry, asymmetric strategies of differentiation competition but show the application.
First of all in the brand positioning of differentiation. Most of the brand in the industry are for consumption levels and quality orientation, pianuo cabinets lead in consumer initiated gender distinction between positioning, "let the man loves the kitchen" brand slogan, and repeat as cabinets brand first recruit male stars as a brand advocate. In the image, and instantaneous personality aspects with other brands achieve differentiation. In addition this philosophy principle a very clever design, although this advocacy is to let the man loves the kitchen, but the pursuit of objects but not men, but women, for want of a man is a woman in the kitchen. In the current Chinese families while cooking the most delicious are men, but most of the family kitchen frequency more or female, female when buying cabinets have the right to speak. But this "pianuo cabinets hills called bovine" advocacy "let man loves the kitchen" aspirations just Flex to the female consumer hearts "itch" to seize their psychological needs, resulting in numerous cabinets brand better than, the difference of the fore!
Secondly in product design differentiation. Kebaoboluoni cabinets products as a whole is in gray tones, and very atmospheric, gives people the feeling is very neutral, consumers look not like people won't feel so ugly. While Gold product of the whole Cabinet is always a very strong sense of reality, regardless of whether the work or material are very delicate, with its brand stands for high quality of life remains very good consistency. But the product but pianuo cabinets and give full play to the product's individuality, consumer product evolves very strongly. For example, the "pianuo cabinets plain xiangxue" and "Alpine" customers will be love at first sight.
Once again in the product price differences in the way. In the Cabinet industry most brands have adopted in accordance with the plan, in accordance with customer yanmi demand additive methods offer the customer a feeling is constant with money, especially in the face of changes to the standard configuration need to levy an additional fee, customers are often angry. While the Blue Valley cabinets is differentiated price quotation method is commonly used by consumers and a L-shaped, in accordance with the most common kitchen cabinet design 3.8 m, in accordance with the hardware, such as kitchen electrical appliances up to quote, then according to the consumer needs to do subtraction. Each time a customer change the configuration of the corresponding prices, in comparison with the original price of the course centres will have a "make" and "province" money feeling, so that customers feel very comfortable. In this "plus" and a "reduced", consumers on two different brands of feel the opposite so that we can imagine the competition results.
In addition to sales on the production of alienation. General Cabinet brand in order to fully meet customer requirements, fully adopts module select fashion sales, cabinets, countertops, kitchen electrical appliances, sinks, such as the consumption basket. But Wei method; Siemens cabinets are the opposite, using package consumption prior to cabinets, countertops, kitchen electrical appliances, sinks, basket combined package sales, improve a single set of sales amount to ingenuity, since into a cell.
All about kitchen industry brand in marketing, exhibition hall design differences of detail, I'm not in this industry and product full breakdown of market competition environment, only the "difference" in order to survive, succeeding decades of "human non-I have, I have gifted, gifted me Lim, human Lim I run" asymmetric competition policy remains valid. In an immature cabinet industry within the brand fully exploiting its own personality and other brand differentiation, so each brand have found for myself a "lifestyle" to live out each brand.
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