Recently, the author accidentally discovered that the well-known furniture brand Rong Lin Shijia's website LOGO changed its appearance, and the word "Shi Jia" was missing. Only "Rong Lin" was in the eye, and its English name was changed from "RONG·L". "ROLING". There are still hundreds of furniture companies that have been quietly renamed like this. A few months ago, the top 100 international homes changed and became the European home. Looking forward, in 2011, HOLA House, a home-made brand from Taiwan, was renamed HOLA and Lele. In 2010, Huanai Group changed its name to Huaneng Home Group... Throughout these renamed companies, all of them are In the industry, the company has already established a reputation and has a certain brand appeal. Their brand is mature enough, why did you choose to change your name at this time? The author finds that although various companies have different explanations for the reasons for the change of name, the root cause of the change is that they cannot escape the word "change positioning". The careful inside circle can see that the position of Rong Lin’s president, Kirin, in interviews with the media is now sometimes the chairman of Ronglin’s home chain, and on the original business card of Kirin, the furniture chain is printed. ". Although "home" and "furniture" have a word difference, but for the brand, it is a change in positioning. The original "Ronglin Shijia" mainly sells original furniture, while "Ronglin" expands its positioning to "home". Although it still mainly focuses on furniture categories, in the future, if it is involved in home decoration, building materials, home furnishings, etc. Not surprising. The top 100 international homes were quietly renamed for reasons of positioning. The original top 100 international homes also operated their own brand furniture and high-end imported furniture. The word "international" seems to be a bit of a misnomer. The new name "Ou Luohui" seems to have the intention of bringing together European famous furniture. When the name is changed, the products in the museum will be re-adjusted. Not only will the original private furniture be completely removed, but also the types of imported furniture will be enriched. It combines the famous products of many European countries, which is more in line with the name of “Euro Exchangeâ€. Positioning is a matter of learning. The positioning theory proposed by the famous American marketing experts Elles and Jack Trout in the 1970s is considered to be the basic theory of the market economy. Jack Trout believes that the so-called positioning is to make your business and products unique and form a core competitiveness; for the audience, it is to establish a brand clearly. And those companies have already had their own positioning and brand, and why suddenly changed? On the one hand, some brands have not been able to meet the market demand. Today, the home industry is becoming more and more mature, and “pan-home†has become the trend of the times. The cross-border operation of home furnishing enterprises has become the norm: the decoration of the construction market, the decoration of furniture, the sale of furniture and the construction of the store... The whole home circle has become a "one-pot", and the boundaries between categories have become increasingly blurred. . Under this circumstance, many brands' original positioning needs to adapt to the market trend, and change "furniture" to "home" or become the trend of the future. Moreover, some brands are confused, but they will have negative effects on the brand. For example, it is clear that starting with its own brand, but it must be the same as the original "hat" to agent imported furniture; clearly under the banner of "international home", but still selling low-end furniture, so that consumers are not confused strange. Fortunately, the top 100 waking up in time, instead of positioning the chaos, it is better to change the name and start all over again. Of course, companies must bear certain risks when they change their names. To some extent, changing a company's name is equivalent to getting consumers to re-accept a brand new brand. This is not an easy task. In today's highly informatized, companies should still use a variety of media to enable consumers to know the company's name-changing information in a timely manner, so that brand new brand positioning can quickly let consumers know, and at the same time improve the brand image as soon as possible, so that it can be fierce In the market competition, let the company pay less for the name change. Counter Stool,Leather Bar Stools,Wooden Bar Stools,Bar Stool Chairs Foshan City Misirui Furniture Co., Limited , https://www.misiruifurniture.com