对于家居品牌而言，专注单品类到底有什么意义？

房天下  2017-09-20 15:58

RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 21pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">家装是消费者一直头疼的问题，其复杂就来自产业链的冗长且繁复。除了装修的上百种工艺之外，大到瓷砖地板，小到卫浴五金，每个品类都有上千种品牌，上万个RD-WRAP: break-word">SKU。如何在这海量的产品中选到心仪产品，不仅是家装公司的痛点，也让消费者头大。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 21pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">虽然整合式的家居似乎是大势所趋，越来越多的品牌选择横向发展，拓宽自己的品类，然而也有一些品牌依然执着于单品类输出，比如专注于记忆绵床垫的RD-WRAP: break-word">Mlily梦百合、专注木门的RD-WRAP: break-word">TATA、只做沙发的顾家，还有聚焦在高端浴室柜领域的富兰克，都是在单品类领域中非常出色的品牌。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 21pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">到底家居品牌坚守单品类，还是向RD-WRAP: break-word">“大家居RD-WRAP: break-word">”发展，一时之间众说纷纭。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">

RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 21pt;-webkit-text-stroke-width: 0px" align="left">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">说到这里，笔者不得不列举一个有趣的RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">案例RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">：RD-WRAP: break-word">两个果酱摊，一个有RD-WRAP: break-word">6种口味，一个有RD-WRAP: break-word">24种。RD-WRAP: break-word">24种口味的摊档吸引了更多顾客，但销售额却远低于RD-WRAP: break-word">6种口味的摊档。为什么会有这样的结果呢？其背后的真相就是：不要给客户过多的选择。选择过度隐含着机会成本提高的风险，当他们不知道怎么选的时候，他们可能放弃选择。而反观家居行业，各种复杂的品类瓜分着家居建材RD-WRAP: break-word">4万亿的市场规模，导致市场不集中，极其分散。这个时候，对单品类的专注，反而更容易在海量品牌之中脱颖而出。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">

RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">RD-WRAP: break-word;FONT-STYLE: italic">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">对单品类的坚持，匠心营造才能塑造传奇RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 26.25pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">对于品牌而言，专注单品类到底有什么意义？只需一个例子就能让大家明白：大家熟知的苹果品牌在手机领域至始至终就只有RD-WRAP: break-word">iPhone一款，信奉“RD-WRAP: break-word">less is more”（少既是多）的理念，只在保持产品核心特性稳定的前提下升级新产品。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 26.25pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">苹果的坚持与专注高端浴室柜品类的富兰克，有着异曲同工之妙。与多数家居品牌大而全的路线不同，从RD-WRAP: break-word">2006年成立开始，富兰克就把产品线定位在高品质古典浴室柜的设计与研发，在十年的坚持中，拿下了RD-WRAP: break-word">60项国家外观使用专利，把每一件浴室柜做到。是匠心的营造，足以塑造传奇，正是富兰克的坚持与专注，独特的品牌价值会更加深入消费者心中。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">

RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">RD-WRAP: break-word;FONT-STYLE: italic">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif"> 

RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">RD-WRAP: break-word">RD-WRAP: break-word;FONT-STYLE: italic">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">专注单品类，以成本创造价值RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 15.75pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">在家居行业目前的市场环境下，品类的爆炸性增长并没有更好的满足消费者的需求。同质化严重，没有明显品牌辨识度的产品只会让消费者的选购变得更加困难。因此，聚焦单一品类其实更有市场优势，而在这个过程中，提高产品附加值，增强产品的辨识度，就能够为品牌创造更多市场空间。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 26.25pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">基于对单品类家居市场的理解，许多聚焦单品类家居品牌也是卯足力量深挖产品，拓展渠道。以主打零压记忆绵床垫的RD-WRAP: break-word">Mlily梦百合为例，早在今年年初就携手居然之家、索菲亚等打造零压联盟，实现上半年的净利同比RD-WRAP: break-word">40.28%的增长。高端浴室柜品牌RD-WRAP: break-word">-富兰克季的寻匠后，打造了一款情怀和实用性兼具的行业爆款——RD-WRAP: break-word">“汤显祖的梦RD-WRAP: break-word">”，完美诠释了浴室柜的美用。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">

RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 21pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">在这款作品中，RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">创新地采用了“静态收纳，动态放置”的理念，轻按即可优雅弹出抽屉，而内置于柜内柔和的灯是一开一亮，RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">分隔式置物盒与铜抽屉相连RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">动静相宜，美肌产品随手可得，设计使人与物有了更多的互动和交融，让产品的灵动悄无声息的融入到生活中。RD-WRAP: break-word">

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RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;PADDING-: 0px;FONT: 14px/25px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 0px;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px">

RD-WRAP: break-word;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: center;PADDING-: 0px;FONT: 14px/21px Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 7.8pt 0cm;LETTER-SPACING: normal;PADDING-RIGHT: 0px;BACKGROUND-COLOR: rgb(255,255,255);TEXT-INDENT: 0px;-webkit-text-stroke-width: 0px" align="center">RD-WRAP: break-word;FONT-FAMILY: 'Hiragino Sans GB W3';LINE-HEIGHT: 18px">“汤显祖的梦”浴室柜RD-WRAP: break-word">

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RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: justify;PADDING-: 0px;FONT: 14px/22.5pt Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 22.5pt 0cm;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: 21pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">以的成本，创造的价值，这是每个企业都推崇的经营法则。每个行业都有做单品类的企业，都有专注做到最的品牌。无论RD-WRAP: break-word">“大家居RD-WRAP: break-word">”方向如何发展，他们都只坚守自己的单品之路。最为被打击熟知的明星品牌RD-WRAP: break-word">TATA木门的创世人吴晨曦说过：RD-WRAP: break-word">“只做世界上的木门，就是RD-WRAP: break-word">TATA的企业目标。专注一件事，每天深入研究门的性能，才能把门做好。RD-WRAP: break-word">”

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RD-WRAP: break-word;BACKGROUND: white;WHITE-SPACE: normal;WORD-SPACING: 0px;TEXT-TRANSFORM: none;COLOR: rgb(0,0,0);PADDING-BOTTOM: 0px;TEXT-ALIGN: justify;PADDING-: 0px;FONT: 14px/22.5pt Tahoma, 'Microsoft Yahei', Simsun;PADDING-LEFT: 0px;WIDOWS: 1;MARGIN: 22.5pt 0cm;LETTER-SPACING: normal;PADDING-RIGHT: 0px;TEXT-INDENT: 21pt;-webkit-text-stroke-width: 0px">RD-WRAP: break-word;FONT-FAMILY: 微软雅黑, sans-serif">梦百合、RD-WRAP: break-word">TATA、富兰克等品牌的成功，向行业证明了专注单品类，也能做大做好，这份坚守，必然是匠人的初心。专注单品类意义深远。深挖品类宽度，以核心产品为支撑点，更容易做到专注，而专注的力量才能把产品做到。在不断创新设计和为用户带来实用性体验的综合作用下，不断发展品类的高度，让行业竞争者有一个标准认同，让消费者对品牌有一个更高度的认知，进而选择与使用其产品。无需大而全，如同执着于浴室柜单品类的富兰克浴室柜告诉我们的一样：坚持匠心，足以塑造传奇。

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