随着大数据时代来临电动餐桌品牌如何对于品牌

新消费已然波及电动餐桌行业，近年消费升级是全行业绕不开的话题，背后的逻辑还是需求的变化，这源于新一代电动餐桌消费者已成为消费主体。

The new consumption has already affected the electric dining table industry, and in recent years, the upgrading of consumption has become a topic that the entire industry cannot avoid. The logic behind it is still the changes in demand, which stems from the new generation of electric dining table consumers becoming the main consumer.

随着大数据时代来临，新新事物出现到被人们了解接受的时长正在缩短，市场增长的速度就在加快。同样属于新新品类的电动餐桌行业可说是一片可喜之态，但较传统的家具行业似乎还是热闹有余，增势不足。是的，电动餐桌行业是因为太新，而家具则是因为国内市场发展断层。市场前景不言而喻，但消费市场依然都处于认知未被收割阶段。

With the advent of the big data era, the time it takes for new and emerging things to be understood and accepted by people is decreasing, and the speed of market growth is accelerating. The electric dining table industry, which also belongs to the new and new category, can be said to be a promising trend, but it seems to be more lively than the traditional furniture industry, with insufficient growth potential. Yes, the electric dining table industry is because it is too new, while furniture is due to the development gap in the domestic market. The market prospects are self-evident, but the consumer market is still in a stage of cognitive failure.

新消费的核心在于“新一代为消费主体”，其诉求在于多元化，尤其是对待生活的态度，他们更关注人居和谐关系，也就是自我意识觉醒，对于电动餐桌的高要求不止是造型的外延，还有功能的内涵，带来的“从心出发”的商业新逻辑改变。其变化的根源，首先是势易时移，商业发展背后经济社会的演变；其次，人际代差带来了消费意识的变迁。巨大的空白市场提供了电动餐桌行业的高成长性。

The core of new consumption lies in "the new generation being the main consumer", and its demand lies in diversification, especially in their attitude towards life. They pay more attention to the harmonious relationship of living, which is the awakening of self-awareness. The high requirements for electric dining tables are not only the extension of their appearance, but also the connotation of their functions, bringing about a new business logic change of "starting from the heart". The root cause of its changes is firstly the changing trend and the evolution of the economy and society behind commercial development; Secondly, interpersonal generational differences have brought about changes in consumer awareness. The huge blank market provides high growth potential for the electric dining table industry.

这就是消费需求冲突，电动餐桌品类很难再去用原本的品类作为界定，而更多是以一种场景化的模式出现，并且具有自身dt的优势，拥有一定的技术壁垒。而像电动餐桌智能化的概念融入了“智能家居”里，这其中的逻辑很顺理成

This is the conflict of consumer demand, and it is difficult to define the electric dining table category based on its original category. Instead, it appears in a scenario based mode and has its own advantages, with certain technical barriers. The concept of intelligent electric dining tables has been integrated into "smart homes," and the logic behind this is very logical

要做品牌也要做营销，制造产品更需要研发投入，新消费下产生出两种电动餐桌行业的增长路径，一种是许多实干品牌开始以“网红”产品发力，融入“国潮”、“黑科技”、“大健康”等概念，赚足眼球，锁定一群“灯塔客户”，基于客户的偏好、提升产品的功能价值与情绪价值，电动餐桌以品牌年轻化来触达市场，进而再做产品迭代。还有一种则是渠道为王，通过大量广告的精准投放与精准消费者互动，获得高知名度后再培养美誉度与用户忠诚度，许多国产设计师家具品牌就是如此打法。

To be a brand, we also need to do marketing. Manufacturing products need more investment in research and development. Under the new consumption, there are two growth paths for the electric dining table industry. One is that many practical brands start to use "online celebrity" products, integrate the concepts of "China-Chic", "black technology", "big health", etc., earn enough attention, target a group of "beacon customers", and improve the functional value and emotional value of products based on customer preferences, The electric dining table aims to reach the market through brand rejuvenation, and then iterates its products. Another approach is that channels are king, and through precise advertising placement and consumer interaction, high visibility is gained before cultivating reputation and user loyalty. This is how many domestic designer furniture brands operate.

而对于电动餐桌品牌当下需要去思考如何对于品牌和营销进行综合式动态平衡，新消费下大市场时代，渠道力或品牌力的角色已发生变化，电动餐桌行业依然属于高垂直状态，品牌想要推出新物种，或新概念，快速崭露头角，必须快速线下规模化，未来，“体验+”将嫁接到大量消费场景中。

For electric dining table brands, it is necessary to think about how to achieve a comprehensive dynamic balance between brand and marketing. In the era of new consumption in the large market, the role of channel power or brand power has changed. The electric dining table industry still belongs to a high vertical state. If brands want to launch new products or concepts and quickly emerge, they must quickly scale up offline. In the future, "experience+" will be grafted into a large number of consumption scenarios.

电动餐桌行业需要面对的一个现实是，传统的大市场、大流通、大单品战略模式仍然是市场主流；但同时，数字化时代新基建，给予聚焦新人群的新消费电动餐桌品牌以无限可能。

The reality that the electric dining table industry needs to face is that the traditional large market, large circulation, and large single item strategic model is still the mainstream of the market; But at the same time, the new infrastructure in the digital era provides unlimited possibilities for new consumer electric dining table brands that focus on new audiences.