Up to now, furniture competition has risen to the highest level-category competition. The so-called category competition, according to Rees and Trout, is that when you cannot enter the minds of potential customers as a "first" in an old category market, you should choose to re-create a new category, and then in this new product You are stuck in your "first" position in the class. For example, Styroland can't occupy the "first" in the furniture market or even the upholstered furniture market anyway, but it seems to be occupying the "top spot" of "fashionable upholstered furniture"; Compared with old-fashioned mattresses such as, Suibao, Musi is still only a "child", but it is developing prosperously in the mattress market of "healthy sleep"; Hongyang has always been disdain by Guangdong furniture "big guys", but this does not hinder its leading breakthrough and in-depth development in the field of "civilized panel furniture" ...
Why is category competition the highest level of furniture competition?
As the name suggests, category is a basis for dividing and classifying products and commodities. In the Chinese Modern Chinese Dictionary, the concept corresponding to it is "genre" or "genre". The difference is that the latter is more defined by the physical properties of the thing itself, where is the "interest point", and whether there is even a "interest point", may not be directly perceptible to consumers; The former mainly defines product benefits from the perspective of consumer demand and perception. Therefore, relative to consumers, product "category" is a more compatible concept than product "attributes". From this perspective, category competition is naturally higher than attribute competition.
According to the definition of marketing, the category refers to "the single point of interest for the target customer to purchase a certain commodity". This "point of interest" is the most sensitive benefit that the target customer brings to the product or brand that he chooses, or the one with the highest value weight. The essence of consumer brand consumption is category consumption. Consumers choose a certain brand because it represents a certain category. Therefore, "category" is also a more marginal and more specific concept than "brand". Reasoning from this perspective, "category" competition is also higher than the so-called "brand" competition.
From the appearance of furniture competition, the furniture industry seems to have entered a new era of category competition. But perhaps it is still only in the early stages of competition. Most category competitions also show a spontaneous state rather than conscious behavior. There are naturally many problems with spontaneous category competition:
Some category concepts are too exaggerated. For example, many children's furniture like to attach themselves to the concept of "the first brand of children's furniture." The concept of "a brand" is so exaggerated and even offensive;
Some concepts are too uncommon and complicated to be understood by consumers. The end result is that it seems that a new category has been opened, but in fact it is still an old category;
Some category concepts are too vague. For example, the two "twin" concepts hyped by Yu Hui and Mingpai Furniture-"China First Chair" and "China First Taiwan", what is your "first"? Is it just the "first" in volume? No one has figured it out, and it is estimated that the hype companies themselves cannot make it clear.
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