Brand Building And Development Of A Furniture Company Transformation From Exporting To Domestic

China’s furniture industry has been developing rapidly for the past30years since the reform and opening up. After the economic crisis in2008, more and more companies in the furniture industry started to transfer their market from overseas to domestic. However, it’s a big challenge for them to survive and develop as those companies have no experience in domestic market. To be a strong player in the market, the only way is to build their own brands.This article mainly adopts the document research method, case analysis method, and SWART analysis method. It firstly analyzes the international&domestic economic environment of modem furniture industry, combining with the theoretical knowledge of brand, brand positioning, brand extension, brand loyalty, brand culture, brand value in the marketing course, and the related research at home and abroad, then it lists several successful transformation cases, the transformation process and strategy. The article focuses on the analysis of the transformation process, the problems encountered, and the corresponding method of Qingdao Noah Furniture Co., LTD where the author works. With the actual operation of the case, this article aims to guide those companies, who wish to move from overseas market to domestic market, to recognize their own advantages and disadvantages, to move to the road of brand construction and development.First of all, companies should make rational and scientific brand positioning and market positioning; give full play to their own advantages; lock the market segment which is suitable for them; determine the brand development strategy; the establishment of domestic sales team and supporting system, good product selection, positioning, and innovative design, as well as straight camp shop construction and channel construction are also essential. Brand construction and development can be achieved through the image design, promotion and extension of the cultural connotation of the brand, and the powerful promotional ability of the electronic commerce platform. The basis of brand construction is good product, good quality, continuous innovation of product design and upgrade. If the furniture can meet the emotional need of the consumers, causing emotional resonance, then the brand value is created. A good brand shold have perfect after sales service system, strong, safe and efficient logistics and distribution system. Optimize internal management system, establish efficient working flow, make good use of the ERP management software, make good management of the purchase, supply and stock chain, improve the efficiency and accuracy, use various statistical reports. To be a leading player and to establish a leading brand in the market segment, to be stronger and bigger gradually, making contribution to the whole furniture industry and society.