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顶固高端定制：性价比新解法

来源：家居百科时间：2025年06月11日 00:34

Topgu's Differentiation Strategy in Customized Furniture Industry Topgu's Breakthrough Strategy in the Customized Furniture Industry

When the customized furniture industry is mired in the quagmire of "price wars" and the困境 of "homogenization," where does the path to break out lie? Topgu has provided a resounding answer—differentiation strategy. With bamboo and wood as the breakthrough point of innovation, Topgu has not only achieved a leap from whole-home customization to high-end customization, but has also built unique competitiveness in products, services, channels, and manufacturing dimensions. The change behind this event is imbued with the strategic wisdom of Topgu's core management team.

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The following is a dialogue between Sina Home and Topgu's high-end customization core management team, compiled and summarized:

01 Key to Breaking Out: Product and Service Differentiation

Interviewee | Topgu Home Furniture Chairman Xin Zhao Long

Sina Home: In an industry with fierce competition, what is Topgu's strategic route?

Xin Zhao Long: There are only two strategies in the industry, cost leadership and differentiation. We can't compete head-on with the giants in cost leadership (extremely low prices). We choose a differentiation strategy and take two routes:

One is product differentiation. I always believe that products are king, and products should not be showmanship. It is crucial to truly understand consumers' needs. Consumers are not looking for a price war between 699/799, but what can 699 bring? That is, what I can provide is a little more than what consumers expect, which is a brand's success. For example, Topgu's previous push of bamboo aroma board, high-end craftsmanship at a popular price, and now the combination of natural wood veneer and bamboo aroma board, which has accumulated for nearly half a year, solving countless problems before being launched, so that consumers can experience the touch and vision of solid wood at half the price or even lower.

Two is service differentiation. The other day, I chatted with several friends, and no friends were happy during the home improvement process. Now, if the product is not good, there is no need to stay. Customized products have evolved from nothing to good, from good to special, and most of the dissatisfaction comes from service. Therefore, we launched the "Light High-end Customization Implementation White Paper," which standardizes the entire process from design, guidance, production, logistics, installation to after-sales services, solving common problems in the industry.

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