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At the March Furniture Fair that just passed, the light luxury minimalist style products favored by young people dominated the mainstream.

In addition to the rejuvenation of products, more and more furniture companies are upgrading their brands in the direction of "young and fashionable", and carry out long-term layout in the young people market.

From brand spokespersons, brand LOGO, slogans, brand internal management team, to new product series, brand marketing, all of them are in line with the cognitive preferences of young people today.

1

Rejuvenation of brand endorsements

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The new spokesperson Zhao Liying of Shangpin Home, the new spokesperson Deng Lun of Sophia, the new spokesperson Lan Yingying of Canoa, and the new spokesperson Li Yundi of Piano, these brand spokesperson replacement events will almost all take place in 2020 and 2021.

Especially in the beginning of 2021, several well-known home furnishing companies have launched new spokespersons for each successively, and set off the first battle of brand marketing in the beginning of the year.

The celebrity spokespersons of the above-mentioned home furnishing companies are basically Xiaohua and Xiaosheng who are popular among young audiences on the screen.

In addition to their excellent acting talents, the most important thing is their youthful and beautiful image, light and agile temperament, and a positive, independent and positive public image facing the society.

If you turn the time back for more than ten years, the spokespersons of home furnishing companies are mostly artists such as Jiang Wenli, Chen Baoguo, Chen Jianbing, and Jiang Qinqin. Almost all of them have a double harvest in the family business, which has the traditional consumer definition of career success and family happiness.

Now, in order to follow the trend that young people love one’s life more, the brand spokespersons of home furnishing companies will be unmarried male and female stars, as long as their public image conveys an independent and enterprising career and life attitude.

2

Brand Logo Rejuvenation

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Recently, Xiaomi asked the design master Kenya Hara to design a new LOGO on the hot search.

From the perspective of the audience, the difference between the old and new LOGO is that the border becomes rounded. Due to the high design cost, netizens have heated discussions and attracted a lot of traffic.

The brand replacement of LOGO may also become a successful low-cost marketing event.

Sorting out the recent LOGO replacements in the home furnishing industry basically follow the principles of minimalism, flatness, and youthfulness.

While retaining the brand's personality characteristics, it minimizes the public's visual pressure on the brand, and uses bright colors to present a lively and enthusiastic visual effect:

In 2017, the new LOGO of Federal Home, created by the father of design, Jin Daiqiang, has simple symbols and a combination of breaking conventions. The large black "Federation" has square edges and corners, followed by an "L"-shaped letter. The small red square in the lower left corner brings a sense of jumping, with a strong color contrast, which instantly grabs the eye.

Simple symbols and combinations that break the routine are more in line with the aesthetic needs of young people.

On March 26 this year, Oupai Home Furnishing announced a new upgrade of LOGO. Its new LOGO breaks the shackles of the primary color blocks and is upgraded to a three-sided open structure, which interprets the brand upgrade concept from "cabinet board" to "space".

Compared with the old LOGO, the new LOGO has made many changes.

The color selection is more lively, and the overall vision is more concise and modern.

On September 1, 2020, Nature Home announced the launch of a new LOGO. Compared with the old version, the new LOGO has brighter colors, simple and fashionable design, and is more youthful.

On March 21, 2020, Gujia Home Furnishing released a new LOGO. The new LOGO adopts the popular flat design and optimizes the recognition of fonts. At the same time, the Chinese and English fonts of "Gujia Home Furnishing" and "KUKA" have also been upgraded. Compared with the previous version of the LOGO, the new LOGO of Gujia Home Furnishing has referred to the Bauhaus doctrine in the design of the complex and simplified, abandoning the original stable expression of the strokes, removing the decorative elements, and making the strokes more streamlined and natural.

In December 2019, Baidushang changed its LOGO, which was designed by Japanese architect Kengo Kuma. The main body of the new LOGO is composed of six deformed leaves, implying that Baidushang pays attention to environmental protection. The three characters "Baidesheng" are disassembled from the various components of the customized wardrobe, and the graphics and fonts are very simple.

3

Brand advertising rejuvenation

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In 2020, the brand positioning of Sophia Home Furnishing will be upgraded from "Big Home Furnishing" to "Cabinet Customization Expert", and the slogan will be adjusted from "Custom Home, Sophia" to "Professional Custom Cabinet, That's Sophia".

In October 2020, Shangpinzhai will collect new advertising slogans from the public with a bonus of 100,000 yuan. It is reported that it will be released this year.

On January 12, 2021, the slogan of the left and right sofas was adjusted from "happiness is not far, right and left" to "Left and right sofas, sofa experts", and a sub-slogan was added: Focusing on sofas for 35 years, accumulating 6 exclusive crafts .

The advertising slogans of these companies have gradually changed from large and comprehensive to small and specialized, delivering accurate information to consumers.

In addition to brand spokespersons, brand logos, and brand slogans, which are undergoing rejuvenation, furniture companies also continue to introduce younger and new series of products.

On March 1 this year, Sofia launched a new sub-brand "Milana" custom home furnishings, positioning "Sofia Group's Internet light fashion brand", and launched a light fashion brand "Oboli" aimed at the younger generation.

In addition, the internal brand management team of home furnishing companies is also becoming younger. The brand leaders of companies such as Goodnight Home, Haolaike, Mousse Mattress, etc., have a celebrity image, are good at exerting personal influence, and integrate people and brands. One, become part of the brand image.

2021 is the first year of the "14th Five-Year Plan", and the transformation and upgrading of furniture companies has entered a new stage of development.

On the one hand, enterprises will do multiplication, increase the application of intelligence and data, and leave the complexity in the background of enterprise management.

On the other hand, companies will do subtraction again, and the final message will be simple and clear to the front-end consumers.

Under this background, the brand transformation of furniture companies becoming younger and younger is the general trend.