According to the book "Category Strategy", "it is not the brand that arouses the consumer's desire to buy and drives him to buy, but the category, and this behavioral characteristic is called 'thinking with the category and expressing with the brand'." In other words, the essence of brand competition is category competition.
Along this line of thought, Dawang Coconut is a very representative success story. On July 15th, at the super press conference of Mutong Fanxiang brand, Dawang Coconut released a new category of solid wood customization strategy, and premiered brand cultural IP, new products created by the first master and 5S high-end quality standards, etc., taking the lead in breaking through the industry innovation boundary.
At a time when the growth rate of China's home furnishing industry is slowing down and the market is becoming more and more involuted, taking the Mutong Fanxiang brand super conference as an opportunity and taking Dawang Coconut as an example, through dismantling, we can not only see that Chinese home furnishing brands have moved towards high-end and youthful, but also explore the innovation path of a category.
Break the bottleneck of industry innovation
Dawang Coconut released a new category of solid wood customization strategy
The father of positioning, · Rees, once said that category is the species of the business world and the key force hidden behind the brand. The sole purpose of a company is to create and dominate new categories. According to the data tracking of 6,721 listed companies in China for five consecutive years, only three-tenths of them have maintained five-year continuous growth, and nearly sixty percent of China's sustained growth champions have been driven by the creation and occupation of a new category. Category innovation seems to have become the most important transformative force for business growth.
This is especially true in the current home furnishing industry. In recent years, the home furnishing industry is experiencing a transformation from mining the "incremental market" to competing and cooperating with the "stock market", the homogenization phenomenon is becoming more and more serious, and the competition of the entire industry has fallen into a stalemate. Therefore, category innovation hides the development opportunities of enterprises. From this point of view, Dawang Coconut took the lead in creating a new category of solid wood customization strategy, which is timely.
1. Dawang coconut ® solid wood customization = product + business model
Different from the traditional custom brand, Dawang coconut solid wood customization provides not only products, but also a new business model for dealer stores and factories to create and share. It is understood that the operation logic of the new category of Dawang coconut solid wood customization strategy is as follows: through the authorization of the brand, the output of product specifications, implementation standards, store image and other standards, the empowerment of brand, product, traffic, design, marketing, organization, management software, etc., select excellent board dealers and powerful regional custom manufacturers to join, and jointly create "Dawang coconut ® solid wood customization", to be the pioneer of the same city customization, to bring users the same city manufacturing, the same city delivery, higher quality, efficiency and cost-effective solid wood custom solutions.
With "Dawang Coconut ® Solid Wood Customization" as the signboard, it conveys to consumers the brand influence of "Dawang Coconut" and the unique characteristics of "Solid Wood Customization", and at the same time links the board dealer stores and localized custom manufacturers, and through the linkage of the advantages of both sides, it can provide efficient solid wood customization services made locally and delivered locally.
2. Create a cultural IP of "Wood Hunting Journey" to stimulate emotional identity
In addition to releasing a new category of solid wood customization strategy, Dawang Coconut also created a cultural IP "Journey to Find Wood", using wood culture to activate users' emotional resonance and establish a deep emotional connection. It is reported that "Wood Hunting Journey" is the third IP of Dawang Coconut in 2024 after the Warm Meow House New Year Public Welfare IP and the brand cartoon image IP "Dawang", which originates from the brand value proposition of "My Home Under the Big Tree of Chairman Gu Guoliang", which is a combination of wood culture and home culture. Dawang Coconut hopes to convey the concept of "inheriting the genes of Chinese wood culture and promoting friendly and warm home culture" to users through the "Journey of Finding Wood".
As Guan Danqing, the chief planner of the "Wood Hunting Journey", said, "The root of our oriental architecture is solid wood, and the 'Wood Hunting Journey' is looking for the tradition of the unity of nature and man of the Chinese nation, the root of the Chinese family, and the original intention of our belief in solid wood, and the original intention of letting this original intention enter thousands of households again." "With the rise of the national tide and young people's confidence and high recognition of culture, Dawang Coconut has also narrowed the distance with consumers and won the emotional recognition of consumers.
3. With the blessing of 5S high-end quality standards, new products created by masters detonate the market
More importantly, Dawang Coconut supports the product with 5S high-end quality standards, sells shields for terminals with confidence, and simultaneously releases new products created by masters, so as to help dealers continue to make profits with practical actions.
It is reported that the "5S high-end board quality standard system" refers to S1 that is, SECURITY, which guarantees "all-dimensional environmental protection and health" from the aspects of environmental protection materials, aldehyde removal and aldehyde technology, mildew prevention, antibacterial, purification, and insect prevention technology; S2 is SMART, which adopts a variety of natural original colors, diversified finishes, and door panel technology to achieve "diversified trend aesthetics"; S3 is STANDARDS, which preferentially selects the core production areas of "3 good" wood, preferentially selects 8-10 years old large-diameter natural wood, preferentially selects 6 well-known pure wood species, and maintains "high standards and strict selection of raw materials"; S4 is SUPERIOR, which adopts the core structure stabilization technology, the plate surface ultra-resistance technology, the board lamination and pasting ultra-flat technology, and the full drying technology of the core substrate to achieve "super performance"; S5 is SKILLED, which uses intelligent ingenuity technology, SU-QCS intelligent quality control process, and high-quality quality tripartite testing to ensure "fine quality ingenuity and craftsmanship".
Based on this, once the master co-branded series created by Dawang Coconut and the famous international designer Marco Bellomo (Marco · Bellomo) in the fashion industry was released, it won heated discussions in the industry and consumers, not only in the original diversification of technology, plate rollers, original colors, cost performance, environmental protection to achieve breakthroughs, but also opened up solid wood TT door panels, solid wood multi-layer boards and other substrate applications, supporting 14 colors of all line types, to achieve a versatile style, With 5S high-end quality standards, it reflects the determination of Dawang Coconut to lead the market in an all-round way.
Through multi-faceted and multi-dimensional shaping, the new category of Dawang coconut solid wood customization strategy quickly conveys its product characteristics and tonality directly to consumers, which is easier to perceive and more memorable. Of course, with the "out of the circle" of Dawang coconut ® solid wood customization, it also makes the Dawang coconut brand have more vigorous vitality and growth, and will find a new growth curve in the competition in the home market and bring a new round of revenue increment.
Dig deep into the brand moat
Promote the upward development of enterprises with hard core strength
Since 2017, the custom home furnishing industry has become the vane of the pan-home furnishing industry, which is becoming more and more popular year by year, among which the light high-end / high-end brand occupies the C position in the market with high exposure and is surrounded by the industry spotlight. But outside the spotlight, there are also a number of home furnishing companies that have been deeply engaged in customization for many years. After years of accumulation, the industrial advantages and brand advantages formed behind them are not comparable to the second- and third-tier brands. This is also the fundamental reason why these home furnishing companies have always stood tall in the face of ups and downs and unpredictable markets.
After learning more about the king coconut, Fan Jushi thought that it was appropriate to describe it as "no matter how violent the wind is, it can't blow down the deep-rooted tree". As a 25-year ingenuity brand, focusing on more high-end environmental protection boards, Dawang Coconut has more than 100 technical inventions and patent achievements, and has successively become the drafting unit of the national standard for paint-free board and blockboard, and has won the provincial industrial Internet platform of Jiangxi Province, China Environmental Labeling Product Certification, Zhejiang Manufacturing Word Mark Certification, National Board Industry Quality Leading Brand, National Quality and Integrity Benchmarking Enterprise and other glory, and has now formed a sales network system of more than 3,000 brand stores across the country, and has established cooperation with more than 8,000 furniture factories across the country. Establish two core manufacturing bases in Jiashan, Zhejiang and Xiangzhou, Guangxi, as well as five supply bases in Shandong, Hebei, Jiangsu, Zhejiang, Hunan and Jiangxi, Guangxi and other places, and complete the leading supply layout of 100 factories in 100 cities and product manufacturing in China.
The strength of the enterprise supports the strength of the brand, and the brand strength determines the future width and height of the enterprise, and the two complement each other, which is particularly prominent in Dawang Coconut. In 2017, Dawang Coconut boarded the G20 venue in Hangzhou to complete the reshaping of higher-end brand positioning; In 2021, Dawang Ye successfully signed a contract with the Chinese badminton team, taking the lead in the industry to hold high the banner of sports marketing; In 2024, the brand upgrade will be completed with the brand slogan of "Big Dream Small Home, Quality is King", and the cultural values and brand concept will be renewed and strengthened; In the same year, we co-branded with CNSPACE to explore stronger technology, specialize in higher quality, and create the cultural IP of "Wood Hunting Journey", once again leading the industry to a higher development with a leader.
Finally, in terms of supply chain management, Dawang Coconut still shows its momentum as a "leading enterprise". Since its establishment, Dawang Coconut has continued to increase its partners in the fields of scientific research, science and technology, and new business formats to build its own ecosystem. For example, it has cooperated with the product technology development of forestry professional institutions such as the National Technical Committee for Wood-based Panel Standardization, the Institute of Wood Industry of the Chinese Academy of Forestry, and the National Innovation Alliance for Forestry Industry Standardization, and introduced the CMF advanced system; Signed a strategic cooperation framework agreement with Nanjing Forestry University to deepen the promotion of industry-university-research innovation and integration, etc., and the strong supply chain strength allows Dawang Coconut to target a broader market and provide consumers with higher quality products.
In Fan Jushi's view, the advantages of the whole industry chain and the strength of the brand are all the hard power of Dawang Coconut, which is not a day's work. And this is also its flexible response in the face of the rapid changes in the market, so that Dawang coconut ® solid wood customization goes further and higher strong support.
Three-party co-creation and sharing
Create maximum certainty opportunities for your business
From the perspective of the entire industry environment, the home furnishing industry as a whole is transitioning from the rapid development of the dividend period to the competition in the stock market, and the competition requirements of the front-end dealers to obtain customers, the factory side organization and production, supporting services and other aspects of the competition requirements are gradually increasing, and also put forward higher requirements for the forward-looking and sensitive strategy formulation of the enterprise.
Zhu Chunfang, vice president of Dawang Coconut Group and general manager of Decoration New Materials Co., Ltd
Zhu Chunfang, Vice President of Dawang Coconut Group and General Manager of Decoration New Materials Co., Ltd., said, "In the first half of 2024, Dawang Coconut has achieved excellent results in category improvement, channel balance and brand positioning improvement through a series of measures such as improving the trust of manufacturers, optimizing product structure, grasping market opportunities, continuing brand voice, organizational upgrading, exploring online traffic, digital marketing empowerment and building industry benchmarks, and has won wide recognition and praise from the market. In the second half of 2024, Dawang Coconut will continue to drive development with innovation, implement the 'five new and one digital' strategy of new products, new models, new processes, new flows, new operations and digital economy, and comprehensively promote the upgrading and transformation of brands and businesses. ”
Based on this, Dawang Coconut Solid Wood Customization solves the pain points of the industry from two aspects: giving full play to the advantages of the platform, assisting stores to obtain more traffic, reorganizing the production chain, reducing costs and increasing efficiency, and the three parties create and share together. Specifically, through the authorization of the Dawang coconut brand, traffic empowerment helps dealers improve their operational capabilities, and outputs corresponding brand specifications and implementation standards, which can enable them to get more traffic and orders. The co-creation and sharing model of the industry value chain composed of dealers, stores and factories can effectively solve the problem of intra-city delivery and achieve faster and complete delivery.
For dealers, get new channels, new capabilities, new increments, and better service stores and furniture factories. For stores, with the blessing of the Dawang coconut brand, they can get additional traffic, profit and sales growth. For furniture factories, they will break through the dilemma of inventory pressure, obtain stable orders and SKU declines from Dawang Coconut, and form a virtuous cycle and development.
Chen Wei, head of Dawang Coconut Solid Wood Customization Division
As Chen Wei, head of Dawang Coconut Solid Wood Customization Division, said, "Build a good cycle with a leading model, make customization more future, let stores survive better, and let consumers enjoy the natural life experience brought by high-end solid wood products at reasonable prices and fast service, which is the original intention of Dawang Coconut Solid Wood Customization." "In the process of business layout and consumption insight for many years, Dawang Coconut has built a complete set of transformation and upgrading links for partners from the aspects of basic operation, brand innovation marketing, and growth methodology, so as to truly help them achieve deterministic growth.
Write at the end
Peter · Drucker once said: In the rapid structural adjustment, the only one who can survive is the leader of change, and we cannot control the change, only walk in front of it. How can change be achieved? to build your own selection coordinate system; How to find opportunities for change? It's in the consumer's demand.
With the product research and development that gives users the real needs, as well as the "user-oriented" user communication method, Dawang Coconut not only renews its brand, but also through the establishment and release of new categories of solid wood customization strategy, jumping out of the original selection coordinate system of the board category, and establishing a unique coordinate system of its brand. In the future, we hope to see Dawang Coconut realize the concept of a healthy and beautiful life for consumers, continue to innovate and develop upward, inject new momentum into the industry, and bring more deterministic opportunities to partners.