Italian designer points out – the brand should represent value

'Nowadays, many furniture companies brag that furniture marketing is not only for product sales, but also for the promotion of living styles. But in reality, how many of them really do that? The failure to promote the intangible value of lifestyle means the brand is missing out' says Dr. Francesco Zurlo at the forum for Italian Design Management and Chinese Corporation innovation. He also gave advice to his China's counterparts, 'Better products and services should be followed by brand strategy implementation.'

In some ways, Chinese furniture producers are on a similar path to Italian companies. After World War II, due to the great demand in the market, many Italian furniture manufacturers emerged, and the fast development together with the high efficiency and quality providedvigour for them. When we face an over-saturated market, we should give clients a more value-added service. Dr. Francesco Zurlo suggests that Chinese producers should learn more from Italian counterparts. Start with the service, then improve the market network, and let your clients enjoy upgraded services such as delivery, installation, and aftersales service, etc.

The third step after good quality and service, is brand building. 'The brand has intangible value' added Dr. Francesco Zurlo. 'For example, Snaidero and Boffi are two kitchen brands, the first one is for middle and high level brands, the latter belongs to the first notch. Some football stars will surely choose Boffi, not only for the quality, but just for the social status paralleled to the brand'.

The location of the showroom is of great importance and Boffi is always next to the press department, banks and fashion house. The only position for its brand style.

Local Chinese entrepreneur, Ms. Sun Shoujiang from Biaozhi Furniture Corp. agreed with Dr. Francesco Zurlo's comments, 'It has been a new phase for Chinese furniture to move from simply copying, to original design. A few years ago, we visited the Milano fair and came back with many brochures and pictures. Now I give the rules to our designers to see and taste, but do not give them the pictures, as we are confident right now. Chinese companies should not be shamed for this kind of tortuous action any more.'