Research Of Local And Independently Designed Home Brands’ Current Situation And Countermeasures

Independently designed home brands develop based on China’s economic transformation and the increasingly booming original market. Currently, this new brand,based on original design and taking aesthetic culture as its core value system, gradually forms a large scale. However, as the design market rules and the system supporting the creativity industry have not yet started, local and independently designed home brands at the start-up stage are faced with an urgent survival crisis. Before discussing external support to designers, we should review existing opportunities and challenges of the market and think again how far independently home brand can go.In this paper, the author analyzes the current situation of local and independently designed brands from independent designers, consumers and distributors. Based on the brand life cycle theory, the author carries out market investigation of customers’ brand cognition, analyzes common characteristics of independently designed home brands and judges the growth stage of independently designed home brands. Then, the author explores inner needs of independent designers by using the qualitative and quantitative research survey methods to get to know the current various problems of designers in brand operation. In the actual investigation, the author carries out research of this problem aiming at brand product promotion of independent designers.In the exploration of channels to promotion brands, the rise of online social media,e-commerce platforms and online crowd-funding platform gives independent designers more chances to speak their voices. The key is that designers choose channels suitable for the brand’s core value for promotion according to plan.Finally, the author proposes relevant suggestions from the cultivation of designers’ personal abilities, effective team cooperation and brand consistency. We believe there will be more participants on the road of future independent designed brands, and designers and the entire designer tram will integrate internal and external resources to seek win-win and mutual development together with distributors, design institutes,media and enterprises.