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Brand Positioning

——Target consumer positioning

White-collar workers, business people, government officials, middle- and high-level civil servants, private business owners, management of state-owned and private large- and medium-sized enterprises.

They are the upper and middle classes of society and the owners of fashion, knowledge, wealth and rights.

Roland is positioned at the mid-to-high end and the target consumer is the middle class. This is the most powerful consumer group.

--Product Positioning

"Italian Design German Quality"

--Brand Positioning

First bedroom brand

Brand slogan

The overall bedroom is of course Roland


Style positioning

Roland's overall bedroom is positioned in a modern minimalist style.

Sina Household ’s “2010 China Household Consumer Network Survey White Paper” (http://jiaju.sina.com.cn/news/2010-09-29/16303267322_2.html) survey results on September 29, 2010 show that consumption The favorite decoration style is: 1. Modern simplicity accounts for 78%; 2. Countryside accounts for 17%; 3. European American style accounts for 11%; New Chinese style accounts for 8%; Korean style accounts for 7%. It can be seen that modern simplicity is the absolute mainstream style in the market. In modern home life, people's demand for home products is more simple and modern, while Roland is the leader of modern bedrooms.


Marketing support

Integrated Marketing

"3 + 3 + 13 + N" marketing model

"3" —3 major product categories

"3" —3 terminal modes

3 terminal modes = 1 experience center along the street + 1 specialty store + 1 online mall.

Street Experience Hall—Open a Roland overall bedroom experience hall on the building materials street or a suitable location. Attract customers to the experience hall through specialty stores, online malls, and N kinds of active and precise marketing, or organize large group purchase promotions in the experience hall to form sales. At the same time, the experience hall along the street played a good advertising effect.

Store Specialty Stores—Open specialty stores in specialized stores. Due to the limited area of specialty stores, it is not conducive to complete product display and atmosphere manufacturing, and the brand image and user experience are not good. However, considering the influence of the store, advertising promotion, natural passenger flow and other factors, the specialty store is still necessary. Roland store exclusive stores are divided into overall bedroom stores, wardrobe wooden door stores, wardrobe stores, wooden door stores.

Online mall store—show the brand image and products of Roland's overall bedroom. Through the integration of online marketing, actively and accurately target consumers, attract consumers to Roland ’s official website and online mall. Through a series of activities such as auctions, spikes, sweepstakes, etc. of Roland ’s overall bedroom standard accessory products, enhance interaction with customers and increase customers. Sticky, realizing the e-commerce of Roland's overall bedroom, forming sales.


"N" —N kinds of active precision marketing

★ Different industry alliances: An alliance cooperation organization jointly established by several major brands in the building materials and home furnishing industry. The purpose is to support the group for heating, leverage each other's strengths, and integrate their respective advantageous resources, so as to finally achieve joint improvements and breakthroughs in performance and brand.

★ Community promotion: carry out information survey on the community, combine the best time to carry out product sales activities and promotion methods, and communicate with potential customers through advertising, model rooms, property cooperation, home improvement cooperation, house delivery promotion, business check-in, etc. Establish a direct supply and demand link channel;

★ Channel promotion: By inviting influential designers in the industry or home improvement Feng Shui masters to give lectures on home design knowledge, attract interested designers and our target customers to participate, in order to achieve the emerging marketing of good designer relationships and brand promotion tool.

★ Sign sales activity: Invite the factory representative to the shopping mall location to sign and sell as a gimmick promotion activity. Such activities use packaging plant representatives and the benefits to consumers to attract consumer and media attention.

★ Group purchase activity: Through the form of community, home improvement, factory, and network group purchase activities, it is fast, fast, low cost input, short operating cycle, and the fastest effect. The activities are more covert, get rid of dependence on the store, improve autonomy, and effectively prevent the competition from following, and promote the rapid improvement of sales performance.

★ Promotional auction: It is one of the effective ways to give consumers a specific product for profit promotion through increasing or decreasing bidding, which can quickly gather popularity, create a live atmosphere, intercept customers in the store, and suppress competitive products! Drive the sales of complete sets of products by auctioning a key product in the supporting series!