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近年来，从儿童家具行业，企业的品牌意识已经觉醒，而且已经在长期的企业认识到品牌的长远发展。因此，越来越多的企业塑造成的战略规划，品牌，如“喜梦宝”，“芙莱莎”，“多彩人生”，“加璐”，“爱情城堡”等，都在品牌塑造是一大进步，或取得了一定的成绩。为儿童家具业起步较晚，品牌是特别重要，很多企业在同一起跑线上，没有一个品牌可以成为第一个让消费者接受，让社会认同，并取得了一定的知名度和信誉度，这项业务将能够领先于其竞争对手，并出现在儿童家具业。儿童家具业，迫切需要建立一个强大的公司品牌，保持真正的和持久的竞争优势。

品牌的儿童家具业的认识，促进觉醒的儿童家具业的蓬勃发展，许多儿童家具品牌的崛起。然而，目前的儿童家具市场，虽然许多品牌，但品牌是非常相似的核心价值观。大多数定位在“绿色时尚”，“儿童优先”在这两个领域，在这种定位的少。 “七彩人生”，“为爱”，“四季乐趣，”梦“孩子的梦”，“松堡王国，如儿童的家具品牌”的核心价值突出“绿色时尚”。 “QQ在线”，“阳光宝贝”，“剑桥的情况”，如“为儿童”一切“，以儿童为广告语的最好的”，品牌的核心价值观没有什么不同。品牌定位的同质化，是不是商业实力和市场竞争力。在今天的多元化的社会，消费需求日益个性化，没有一个品牌可以在所有的消费者对于品牌的核心价值观，如吸引力引发的消费群体细分，可以说是成功的。

品牌的核心价值是不同的，特别是在竞争品牌的，其他品牌，以满足消费者的需求，问题的根源。为什么决定品牌，是品牌，而不是其他品牌，在不同的最大区别其他品牌。不过，对中国儿童家具，是不是品牌的设立或与其他品牌的核心价值没有不同，而导致的被动水，无树中的品牌，缺乏核心竞争力。春天，农民如果没有“天然”的核心价值观，它一定不能竞争力，但也不能作为最古老的矿泉水认为。不过，对中国儿童家具业忽视了这足以使业务快速增长，全行业管理的最根本武器。

因此，儿童家具业是有区别的品牌定位，使自己的品牌和其他品牌区分。我们主张规划，以实现“三个一”标准：“首先，唯一的，专一。”从学校的定位，如果某一细分市场可以在这个市场中，这个品牌是第一，唯一或专一，那么这个位置是一个很好的位置，市场，企业应该寻找蓝海市场。

儿童家具品牌，屹立于众多品牌，因此有必要使用“三个一”标准，我们必须寻求差异化定位。儿童家具业目前定位的致命弱点是定位同质化。然而，儿童家具业的品牌定位数量仍然相当成功的。芙莱莎如作为“增长。” “成长的家具”，“家具和孩子们长大”，以及表现出的灵活变化儿童家具芙莱莎和监管。它的家具可以是根据儿童成长与众多不同的布局程序所需的组合。一个基本的床可以变成高架床，双层床，L型床，一个字母的组合，而且还可以变回原样。同时，与滑梯床，书桌，衣柜，书架等也可以进行各种组合进行。从少年到青年不必再投资的过渡。这表明，它的不同，它的多样性和经济基础，使消费者可以轻松区别于其他品牌产品。爱心城堡的核心价值定位也很成功。它使“真相”和竞争力的品牌失散的儿童，尊重自然，从这个角度看，“自然外观，自然有爱。”它声称儿童的自然增长，按照其自然性质，创造合适的人给子女的自由蓬勃发展的“真理”的本质，为孩子寻找一条成功道路。说：“真正的儿童家具”定位新颖，意义深远的意义，消费者不能忘记阅读，大大提高了爱的品牌竞争力的城堡。

婴儿最近加璐精品家具，它也有区别的品牌定位从“江湖”，细分市场的战略，在市场上寻找差距。加璐家具产品，以便为“罚款”向全世界的订单，家具的作为孩子成长的脚步，见证了感情，过去的载体，突出家具的多功能性，可持续性和增长，品牌定位，当它超出了对儿童的家具，加璐范围一般定位准确的核心价值观去选择目标市场，根据不同消费者的喜好，个性，价值取向，消费理念… …采矿个性化，新功能产品开发满足消费者的需求，提供精美的产品，成长，感恩，关心他人和其他新内容的价值，提倡“娱乐性，本亚心的品牌”进军国内市场，它显示了引人注目的立场不同，发挥主导作用，婴儿家具市场的步伐。

不同品牌的核心价值，以避免直接的竞争，是低成本营销的最佳战略。中国儿童家具如何走出围城出来业同质化？展望未来，在竞争激烈的市场环境，是对中国儿童家具企业必须尽快找到一个对品牌定位的核心价值观的差异，以“罚款”，不能忘记阅读的品牌，“难忘的。”

Children’s furniture-oriented brand positioning and the three essential difference between one standard

In recent years, children from the furniture industry, the enterprise’s brand awareness has been awakened, and is already aware of the brand for long-term development of enterprises. Therefore, more and more enterprises to shape the brand into the strategic planning, such as “Hei Bao Dream”, “芙莱莎”, “colorful Life”, “加璐,” “Love Castle” and so on, have in the brand shaping a major step forward or has made certain achievements. Brand for the late start of children’s furniture industry is particularly important, many enterprises are in the same starting line, no one brand can be the first to allow consumers to receive, so that social identity, and achieved a certain degree of visibility and reputation, this business will be able to ahead of its rivals and emerge in children’s furniture industry. Children’s furniture industry, an urgent need to create a strong corporate brand to maintain a real and lasting competitive advantage.

brand awareness of children’s furniture industry to promote the awakening of the children’s furniture industry booming, many of the rise of children’s furniture brands. However, the current children’s furniture market, although many brands, but the brand is very similar core values. Most of positioning in the “green fashion” and “children first” in these two areas, out of this positioning of little less. “Colorful Life”, “Dream for Love,” “Fun Four Seasons,” “child’s dream,” “Pine Fort kingdom,” such as children’s furniture brands core values highlight the “green fashion.” “QQ online,” “Sunshine Baby”, “Cambridge circumstances” such as “Everything for the children”, “to the child the best” for the advertising phrase, brand core values are no different. Homogenization of the brand positioning is not commercial strength and market competitiveness. In today’s diverse society, consumer demand for increasingly personalized, no one brand can be on all consumers have the attractiveness of a brand’s core values such as to trigger a breakdown of the consumer group can be said to be a success .

a brand’s core values are different from other brands, especially in competitive brands to meet consumer demand in a root of the problem. Why it decided to brand are the brand rather than other brands, other brands with the greatest distinction of difference. However, the Chinese children’s furniture is not the core values of the brand set up or not with other brands differ, resulting in a lack of core competitiveness of the brand, such as passive water without trees. Spring the farmer if there is no “natural” the core values, it will certainly not competitive, but also can not be regarded as the oldest mineral water. However, the Chinese children’s furniture industry has neglected this enough to make rapid business growth, manage the entire industry the most fundamental weapons.

Therefore, children’s furniture industry to be differentiated brand positioning, so that their own brand and other brands to distinguish. We advocate planning to achieve the “Three Ones” standard: “First of all, the only, single-minded.” From the positioning school, if a particular market segment can be found in this market, this brand is the first, only or single-minded, then this location is a good location, the market segments that enterprises should look for the blue ocean market.

children’s furniture brands to stand out among the many brands, it is necessary to use the “Three Ones” standard, we must seek in positioning differentiation. Children’s furniture industry is now positioning fatal weakness is the positioning homogenization. However, children’s furniture industry has a number of brand positioning is still relatively successful.芙莱莎such as as “growth.” “Growth and furniture”, “furniture and the children grow up”, well demonstrated flexible children’s furniture芙莱莎variability and regulatory. It’s furniture can be a child growing up in accordance with the required combination of numerous different layout program. A basic bed can be turned into an elevated bed, bunk beds, L-type bed, one combination of characters, but also can be turned back as it stood. At the same time, and the sliding bed, desk, wardrobe, bookshelf, etc. can also be carried out various combinations. From juvenile to young people do not need to re-invest the transition. This shows that it’s different, its diversity and economic-based so that consumers can easily distinguish it from other brands. The core values of caring castle positioning is also very successful. It made “The Truth” and competitive brands separated children to respect nature from this perspective, the “natural look, natural have love.” Its claim to natural growth in children, follow their natural nature, to create a suitable individual to give their children the freedom to flourish, in the nature in pursuit of “the truth”, for children looking for the Road to Success. “The true children’s furniture,” Positioning novel, far-reaching meaning, consumers can not forget to read, which greatly raised the castle of love brand competitiveness.

recent加璐boutique baby furniture, it also differentiated brand positioning From “Jiang Hu”, the strategic market segments, looking for gaps in the market.加璐furniture products in order to “fine” orders to the whole world, the furniture’s footsteps as children grow up, to witness the affection, the carrier of the past, highlight the furniture’s versatility, sustainability and growth, brand positioning, when it goes beyond the core values of the general positioning of the scope of children’s furniture,加璐precise choice of the target market, according to different consumer preferences, personality, value orientation, consumer philosophy … … Mining unmet consumer demand for personalized, product development of new features, giving exquisite Products , growth, Thanksgiving, the value of caring and other new content, to advocate “entertaining, Bin Ya Mind” in the brand into the domestic market, it showed the difference of high-profile position, to play the leading role stride Baby Furniture market.

differentiated brand core values to avoid direct competition is the best strategy for low-cost marketing. Chinese Children’s furniture industry homogenization of how to get out of the siege it? Looking to the future, in a highly competitive market environment, the Chinese children’s furniture enterprises must quickly find a difference in the core values of the brand positioning to “fine” and can not forget to read the brand, “unforgettable.” (08-9-26)