In the past, when people talked about classical furniture, they talked about red sandalwood pears, and many mentioned “artificial art rhymeâ€. The flow of market capital is also concentrated in raw materials and factory exhibition halls, and the terminal of the industrial chain is also the most important. The link: brand and culture are rarely involved.
In addition to being in the industry, there are several brands that are slightly famous. However, if the classical furniture brands familiar to the people of the whole country are not yet born, let alone luxury furniture brands. From a global perspective, the value of almost all well-known companies is not how much raw materials they have, how big the factory is, how many workers they have, but their unparalleled brand value.
During the National Day of 2011, the news of the death of Steve Jobs earned the enthusiasm of countless Apple fans and won the respect of the people of the world.
In the 30 years before 2007, Apple became the world's third-largest supplier of personal computers in 1995. In 1994 and 1995, Apple ranked first in the global multimedia market, but in 1997 it still lost $1.8 billion. Just this year, Jobs returned to Apple. After 14 years of hard work, as of June 25, 2011, Apple's cash and marketable securities reached $76.2 billion, and the debt ratio was zero. In May 2010, Apple's market value exceeded Microsoft. In August 2011, Apple's market value was 355.6 billion US dollars, surpassing the oil giant Exxon Mobil, becoming the world's largest market capitalization company.
However, Apple, the world's largest company by market capitalization, has only focused on one thing: “R&D and design.†As for manufacturing, the industrial chain is spread all over the world, and it is highly confidential. It is still a mystery.
Going back to the classical furniture industry in China, it seems that everyone is boring to buy wood, make furniture, sell furniture, and the brand that is truly unique is hard to trace.
The art of spending money
Founded in 1892 and headquartered in Atlanta, Qaia, Coca-Cola is the world's largest beverage company with 48% of the world's market share and two of the world's top three beverages (Coca-Cola ranked first, Pepsi-Cola second, low-calorie) Coca-Cola third). For more than 100 years, Coca-Cola has been popular in the world with beverages mixed with Coca-Cola syrup and carbonated water. It has been sold in bottles since 1894.
But it is still two American lawyers that really make Coca-Cola stand out. They went to the office of Ace Jane Dawning, the owner of the Coca-Cola Company, at the time, to propose an innovative way of business cooperation, which was sold by the Coca-Cola Company to the syrup, the company they invested in and the point of sale to water, bottling and selling the syrup. . Produced and quality assured by Coca-Cola's requirements, Coca-Cola allowed them to use the Coca-Cola trademark to advertise, this special bottling system, from which the Coca-Cola factory was blooming.
In 1888, Asa Griggs Candler saw a delicious market prospect, purchased its shares, and mastered all of its production and sales rights. Candler began selling the stocks of the drinks to other pharmacies, and began advertising on the train station, town square billboards. In 1901, the advertising budget reached $100,000. Candler sold the first assembly franchise for the beverage for $1 in 1899, as he believes that the beverage will be sold primarily in beverage machines in the future. The Coca-Cola Company was founded in 1892, and Candler is known as the "father of Coca-Cola."
The president of Coca-Cola said many times, "Even if my factory was destroyed by fire, even if I encountered the world financial turmoil, but if I left the recipe for Coca-Cola, I could make a comeback and start again because of the brand name of Coca-Cola. The most direct source of this confidence is the trust in its brand.
Today, although Coca-Cola has an absolute market position and an incomparable market share in the world, Coca-Cola still invests tens of millions of dollars every year in brand marketing. Because more than one hundred years of experience tells them: spending money for the brand is the most worthwhile investment.
Coca-Cola's brand investment story, how many classical furniture entrepreneurs learn to understand?
Corporate temperament
Many world-renowned companies, especially luxury goods companies, have the temperament of the company. Where does the corporate temperament come from? Naturally, people are not connected to the switch.
For the luxury Chanel, the most special thing about the founder, Ms. Coco Chanel, is the practical beauty. She draws inspiration from her life, especially love. Unlike other designers who ask others to work with their designs, Chanel offers liberating freedom and choice, transforming fashion design from a male-dominated trend to an independent stage of expressing women's beauty. Abandon the tight waist, whale bone skirt, and promote the shoulder bag and fabric suit; Coco Chanel dominates the style, posture and lifestyle of the woman in the first half of the twentieth century, a simple and comfortable new luxury philosophy, just like her life. Said: "The opposite of gorgeous is not poverty, but vulgarity."
“Chanel represents a style, a unique style that lasts for a long time,†Ms. Chanel described her design. Her design has a distinct personal color, she pursues freedom but loves men; she is strong but independent but full of femininity. Her hometown, Auvergne in central France, is a poor area full of dead volcanic terrain. At the age of seventy she described herself as “the only active volcano in Auvergneâ€; nowadays, looking at newcomers and brands Chanel is still an active volcano that will never die in the fashion world.
From the history, it also shoulders the classical furniture industry with the mission of Chinese traditional craft culture. If you want to create a real Chinese luxury, it will not be completed overnight. It is necessary to cast a century-old brand that can be honed over the years, and it is not a desperate attempt to burn money to advertise. Chanel's story is just the tip of the iceberg in the luxury brand, but how much to leave the classical furniture industry thinking: Classical furniture in the era of rapid development and change, in addition to inheritance, how to innovate? If classical furniture is intended to create luxury goods, where does the company's temperament and personality come from, what kind of cultural foundation and concept support will the company lay? Does the headman’s own quality and taste have the requirements for luxury goods?
"A long way to go", this is what we hang on, classical furniture has become a luxury of Chinese style, the biggest question is not the long way, but the people who really have this ambition and courage.
Brand heritage is in the spirit
From the brand stories of Apple, Coca-Cola and Chanel, we can see that the important reason for a brand to last forever is the transmission of its brand spirit from generation to generation. Classical furniture has not yet produced a top brand, but it does not mean that it will never appear.
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