How difficult is it to create an independent brand? The behavior of some enterprises in order to seek private interests regardless of reputation has damaged the image of the whole industry, which has aroused consumers' doubts about their own brands and affected the rapid development of their own furniture brands. Facing many problems in the development of independent brands, how should the furniture industry suit the remedy to the case to ensure that the development of independent brands of furniture can overcome difficulties? The establishment of independent brand requires considerable human and financial resources, which is one of the difficulties for small and medium-sized furniture enterprises to realize brand establishment. However, capital, scale and other factors are not the determinants of brand creation, so can the furniture industry adhere to the road of brand creation?

　　At present, the average profit margin of the furniture industry is getting lower and lower. If you are careless, you may lose money. At present, the furniture and building materials industry in Shanghai is facing the pressure of the downturn of the foreign import market, the increasing requirements for environmental protection of wooden furniture, the rising cost of the furniture industry, and the transfer of import enterprises to domestic sales. Under the existing market rules, some furniture processing enterprises can obtain huge economic benefits by naming foreign well-known brands after producing products. Furniture products with a cost of only a few thousand yuan can be sold at a high price of tens of thousands, hundreds of thousands or even hundreds of thousands. In this industry environment, local furniture enterprises are often eager for quick success and instant benefit, choosing the business model of OEM for profit, rather than trying to create their own brand. The bad behavior of some furniture enterprises destroys the image and integrity of the whole industry, which leads to consumers' doubt and distrust of domestic independent brands and affects the rapid development of independent furniture brands.

　　Brand needs to be accumulated by enterprises from time to time, which is difficult to achieve overnight. This requires furniture enterprises to work hard, no doubt. Unswervingly focus on a certain field, which will become bigger and stronger from time to time, so as to form a brand. Of course, this requires enterprises to have a long-term awareness and not be eager for quick success and instant benefit. In the development of independent brands, we should not worry about gain and loss. We should always pay attention to the R & D ability, design innovation and service quality of furniture, and radiate from time to time on the basis of other regions to form a brand and influence. In addition to "long-term awareness", Hong Kong Oumeng home calls on Shanghai furniture and building materials industry to pay attention to R & D and design, introduce, promote and utilize new materials and technologies, pay attention to the cultivation of international business talents, and enhance the international competitiveness of enterprises. Only by taking the road of independent innovation and getting rid of low price competition can enterprises get rid of the constraints of middlemen and purchasers, avoid the risks caused by trade friction, focus on enterprise marketing and gradually penetrate into overseas markets, so as to achieve the goal of "furniture industry outputs not only products, but also brands".

　　Advertising is only one aspect, furniture enterprises should strengthen the connotation of brand products. We should also endow the product with certain connotation. Only in this way can the enterprise's products have high added value, be brand products, and the enterprise can become a brand enterprise. If our furniture and building materials enterprises can persist for 20 years, the gold content of the brand can come up; If the enterprise can accumulate more than 20 years, the added value of the brand will come out. This view is worth pondering over by furniture enterprises.