[ Chinese wardrobe network ] Throughout the market, Chinese elements have been widely used in the design of furniture, home improvement, clothing, jewelry and so on. The Chinese elements are loved by many multinational wardrobe companies, but the Chinese wardrobe enterprises are far away. Does the wardrobe design really need to be integrated into the "Chinese element"?
On the Qianmen Street in Beijing, there is a row of antique two-storey wooden houses with high red lacquered wooden benches. Two large red lanterns hang from the sides of the store, which is particularly eye-catching. This is not a Chinese tea house, but an authentic imported brand - Starbucks. Starbucks Beijing Qianmen Store has added Chinese elements to the store design, and strives to better integrate into the local market, making customers feel more at home. This beautifully designed and unique style store is popular among consumers.
The author learned from the person in charge of Beijing Starbucks Tiantongyuan Store that Starbucks has introduced a series of products with Chinese elements according to Chinese traditional food culture, such as: Starbucks Mooncake, Starbucks, Mango Chicken Roll, Matcha Frappuccino and one Starbucks phoenix auspicious coffee made from Yunnan coffee beans. Starbucks' strategy of blending Chinese elements with exotic coffee allows consumers to experience not only exotic coffee culture, but also Chinese-style leisure life.
Wardrobe design needs to incorporate more Chinese elements
Multinational companies fall in love with Chinese elements
The definition of "Chinese element" by advertising scholars consists of two levels: the first layer is material and cultural elements, representing images, symbols, etc., such as ink painting, calligraphy, Beijing opera, Facebook, paper-cutting, martial arts, etc.; Cultural elements, which reflect China's traditional culture, customs, ways of thinking, values ​​and so on. Throughout the market, Chinese elements have been widely used in the design of furniture, home improvement, clothing, jewelry, etc., and always bring consumers a refreshing feeling. After consumers are used to the Western design and style brought by foreign brands, Chinese elements often allow them to feel the true taste. Nowadays, Chinese elements frequently appear in the design and advertising of major furniture and cabinet products, and become an important means for enterprises to establish brand image and implement differentiated competition.
It is understood that most multinational companies are now striving to implement localization strategies. They all realize that when faced with different cultural groups, they must consider and value the characteristics of the audience and be close to the local localized cultural warfare. On the one hand, companies inject the elements that consumers are familiar with and recognize into products and advertisements, which can more effectively stimulate and awaken consumers' local cultural awareness, and co-produce with consumers' common national psychology to further promote their symbolic consumption. Symbolic consumption is the core consumption mode of modern society, that is, people buy products not only for practical value, but also to enjoy rich brand connotation. On the other hand, with the maturity of the market economy, the homogenization of products is becoming more and more obvious, and the competition is becoming more and more fierce. The focus of the competition for the market has basically shifted from “the innovation of product function†to the establishment of “differentiation of brand imageâ€. At this time, the use of Chinese elements is an important way to differentiate competition.
Local companies stay away from it?
Contrary to the development of localization strategies by multinational corporations, many local wardrobe companies in Beijing have always had a respectful attitude towards Chinese elements. Therefore, most wardrobe brands have hanged foreign names, and the common wardrobe products in the market are also dominated by classical European style. . And because Chinese consumers usually have some complex feelings, local companies often want to bring their products or brands to foreign brands through various channels. Da Vinci furniture is a typical case.
In fact, for local furniture or wardrobe companies, the correct interpretation of Chinese culture means opportunities, especially when it is intended to open up the international market. Industry experts pointed out that if a company's brand and product positioning are more in line with the consumer's taste than the opponent, it can naturally take the lead in the competition. In the field of homogenization of products, companies can more effectively highlight their product features through the exploration of Chinese elements. In order to successfully introduce Chinese elements, wardrobe enterprises can not simply use Chinese symbols, but also have a rich understanding and mastery of Chinese traditional humanity, social values ​​and natural values ​​based on profound cultural heritage. And integrate it into product design and advertising.
Of course, not all furniture or wardrobe brands are suitable for the use of Chinese elements. Professor Zhu from the School of Management of Sun Yat-sen University pointed out that companies should clarify brand positioning and consumer positioning, and should avoid integrating too many Chinese elements into one brand or product.
Whether it is necessary to introduce Chinese elements, there are many factors to consider for brand promotion. In terms of brand image and positioning, if the brand needs to establish a Westernized image, it is obviously not suitable to join the Chinese element. If the information conveyed by the product is related to China, consider combining Chinese elements. In short, injecting Chinese elements into the design of furniture or wardrobe products is not only a unique strategy to enrich and enhance the brand's connotation, but also a necessary way to grasp the consumer psychology of the audience and establish a good brand emotion. It is also to establish an overall brand image and convey the value of Chinese culture. window.
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