Terminal is the brand to the terminal as a product to build

China Paint Network
News: Chinese enterprises in a short period of 30 years, experienced the shortage of the era of "product for the king", the initial era of competition, "channels for the king", the era of comprehensive competition for the "end for the king", until the current era of consumer rise of the "experience for the king" four development process. Compared with mature industries such as home appliances and clothing, although door locking and home building materials belong to the esoce industry, but also quickly entered the "terminal competition, experience for the king" of the marketing competition stage.
terminal is the brand. The industry has such a sentence: to build the terminal is to build a brand, the terminal is the brand. Especially for the low-interest, high-participation hardware and home building materials industry, consumers look at your brand, in fact, is to see your terminal: consumers on the terminal's feelings and experiences, to a large extent, determine his brand awareness and feelings. Therefore, the terminal is the carrier of brand positioning and brand image dissemination, consumers in the terminal feel brand concept, brand culture, products, tuning, sound and smell.
the vast majority of people are members of the "appearance association", not only to judge people by their looks, but also to look at shops, which is human nature. Coupled with the relative lack of brand awareness and consumer experience of Chinese consumers, people usually through the image of the store to make a preliminary prejudgment of the brand, beautiful, high-quality decoration and display design makes people more assured, more willing to be close.
addition, in order to lead the consumer trend and meet the needs of differentiated competition, some brands with strong research and development capabilities continue to design and develop new products with new technologies and functions. The process of transforming from laboratory innovation to market-leading can be achieved more quickly by better delivering and realizing the value of new products through the implantation of experience elements at the end of the presentation.
, experulatory terminal is the necessary platform to establish brand awareness and transmit brand value, and it is a sharp weapon to attract consumers and promote consumer decision-making. Terminal is the brand has become the industry consensus, how to effectively upgrade the terminal is the focus and difficulty of enterprises. In the author's long-term research enterprises, Guangdong famous door silent door lock in the terminal upgrade has made a lot of useful attempts, and from which has made a huge market income, is now re-trading its key strategy as follows.
terminal landing brand positioning. After 17 years of development, the famous door silent door lock by virtue of leading quality, humanized design, store continued upgrade and quiet strategy landing, not only sales have achieved sustained rapid growth, harvest the reputation of consumers and engineering customers, but also in the industry to create a new category of silent door lock, for the future of enterprises to find a clear strategic direction.
since the introduction of the store in 2006, the terminal of the famous door has been upgraded to four generations: the first generation terminal has realized the shelf wall; Terminals have been upgraded on the basis of second-generation terminals, design details are more standardized, the fourth-generation terminal recently launched, specifically for the "silent door lock" positioning design, from the entire SI system, the integration of architectural design aesthetics, marketing, product culture and brand culture and other factors.
, the founder and general manager of the famous door, said more than once that the famous door brand is accompanied by the second generation of terminals. He pays special attention to the store upgrade work: "If the terminal image is not done well, it is to do a sideline for competitors." "Especially after the establishment of the silent strategy in 2013, he not only decided decisively to invest more than 1 million yuan for more than 500 stores to change doors, but also set up a special fourth generation terminal experience shop project team, requiring that the "last kilometer" of the strategic landing work.
positioning is not a high-level theory, should land to every detail of contact with consumers. In the mute strategic terminal landing, the fourth generation of the door mute door lock experience shop mainly did the following planning and design: First, the door head highlights logo, brand name and category name, and give a clear reason to buy - the national sales leader; According to the silent strategy of product innovation and product restructuring, the best display cabinets and shelves left to the silent series of products, and again, the 1:1 silent experience door and small door comparison cabinet into one, to build a complete experience door comparison system.
Concise, eye-catching door-head information can quickly transmit brand positioning information, establish consumers' initial understanding of the brand, the focus of the core silent door lock products, can quickly echo the "silent" differential positioning in the consumer mind, and consumers after personally testing the silent experience door and contrast door, most of the silent door lock value will agree. In this way, the overlap and overlay of facts and perceptions is realized in depth, making it easier for the concept of silence to occupy the consumer mind.
the terminal as a product to build. How should the space design, functional partition and product display of the terminal experience store be planned? In Chen Li's words, it is "to build the terminal as a product". That's what he said, and that's exactly what he did.
a famous door build a product? In functional research and development, the famous door and the Ministry of Industry and Information Technology electronic five cooperation to open up the first silent door lock research and development center, and constantly upgrade the silent door lock system; Simple, European classical, Chinese classical, pastoral series of "four theme styles, in terms of user experience, in addition to emphasizing that engineers pay attention to user experience needs, but also specifically modified the traditional product review process, adding an "experience" review process, in the product volume before the production of samples to the user experience.
the terminal as a product to build, meaning that the terminal is not only the product display space and display platform, but also should be the extension of the product design concept. Complementary to the product's design philosophy, the experience store also plans and designs with the three key words "technology", "art" and "experience" as its core concept in spatial strategy. At the end of 2013, the company hired the Finnish pavilion owner of the Shanghai World Expo to design the fourth generation terminal experience store. After more than half a year of design and production, in July 2014, the famous door silent door lock fourth generation terminal model shop at the dealer conference presented in front of more than 400 dealers. Based on the dealer's experience and feedback, the fourth generation terminal design has been refined and fine-tuned in detail, and at the end of 2014 began to promote the full upgrade of the terminal experience store nationwide.
door mute door lock fourth generation experience shop as a whole for the Nordic style, the use of simple, atmospheric space layout, let people instantly see the overall situation of the entire store, breaking through the original dense display. The first thing consumers see in the distance is the door head, the door head is made of carbon-grey aluminum plate, along the street outdoor shop with the outer convex word, the shopping mall indoor shop with the embedded word. Consumers to the shop door to see the window, the whole window is three-dimensional design, in order to enhance the whole space sense of hierarchy. Further is the black dust-removal carpet, which is used in high-end hotels.
experience store is used in the original color bamboo floor, with the entire experience store space color system coordination and matching. The height of the ceiling will affect people's sense of space, after rigorous testing, the door adopts the best height of 2.8-3 meters, to enhance the penetration of the entire shop. Lighting is also very important, experience shop all use simple style LED lights, both energy-saving and environmentally friendly, and fully consider the combination of warm and bright light.
experiance shop upgrade is to sell products, and ultimately to implement to the product display, experience shop around the brand positioning of a strict functional partition: first of all, the core products by style series of key display, highlighting the original design, beauty and technology combination; Let the customer experience after their own convince themselves; next is the door lock, including mechanical door lock and fingerprint, password and other intelligent door lock, highlighting the sense of technology;
Experience store each display behavior is focused on the core products to do, non-silent or not commonly used products put in the store behind the push-pull collection area, both fully demonstrated the famous door "less is more" product concept, the entire product display looks very simple. The key to terminal display is not how many products are displayed, but how many core products are expressed - the back panel of the core products with a document to further display the relevant information.
addition, the famous door on the function and location of the exhibition cabinet, the negotiation area table and chair style, material and color selection, as well as the cultural wall display content has been in-depth discussion and planning. It turns out that in such a space of technology, art, and experience, consumers can happily recognize brands, experience products, generate buying desires, and behaviors.
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