In recent years, the rapid development of China's economy has led to an increasing number of wealthy families and upstarts. At present, China's first-tier cities, especially Beijing, Shanghai and other places have great potential for high-end consumption. This demand has gradually sublimated from the glitzy pursuit of brand-name clothing and luxury cars to the real enjoyment of high-quality home life. China's high-end home furnishing market is gradually gaining momentum, many international brands are competing for the Chinese market, and home furnishing stores also smell the cake. In Beijing's established COFCO Plaza and Beijing Building Materials Economic and Trade Building, the high-end route is still being followed. The home of the national home furnishing distribution company, Red Star Macalline, has also joined the high-end store camp after some internal brand rectification.
    Consumers, brands, and stores are stirring the high-end home furnishing market in China. Some of these international brands have a history of decades or even hundreds of years, and some of them are the world's top luxury brands that cross-border operate home furnishing products. of. And do Chinese consumers really know them, and do they seek a development path that suits them in China? SouFun Home International Channel recently interviewed more than 100 international brands in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, Chengdu, Tianjin and other places, and found that these " foreign bigwigs " have also encountered a lot of trouble in China. The problem is actually the major bottlenecks for the development of international home furnishing brands in China. The following five keywords are used to summarize.
    Keywords 1: Be cottage
    Almost all international brands believe that " design and quality " is their core value, and have to admire the imitative ability of some Chinese home furnishing companies, especially furniture manufacturing companies. Taipei co-design chief designer Li Ruicheng once held "Dahua" "Home" shows that Chinese furniture is now closer to international furniture, and those latest trend design products exhibited at the Cologne, Milan and Paris exhibitions will soon be manufactured by Chinese companies .
    Whether it is plagiarism or the original version, there is no difference in appearance, so international brands emphasize their own quality, brand culture and so on. After all, cottage products only copy the surface, and the connotation cannot be copied, and it will not take long. " Appearance " . In fact, " being cottage " is more than a home furnishing brand. There is a popular online phrase "the cottage is everywhere " , saying that if there is market demand, someone will make it. This is indeed one of the headaches for brand companies. However, as the industry is gradually standardized, people's awareness of the protection of intellectual property rights and patent rights is gradually strengthened, and this problem can also be solved accordingly.
    Keywords 2: Brand needs " secondary development "
    Looking at these " foreign bigwigs ", they can be roughly divided into two categories: one is the enterprise that has been focusing on home furnishing, such as Rocheburg, Freehand Space, etc .; the other is the cross-border production of household products such as Versace and Lamborghini Wait. They are all the world's top brands , very well-known in the fashion industry, but when they enter the Chinese market, it is still a new thing that needs to be known and understood.
" Chinese consumers' living consumption concepts need to be educated, " Lei Bin, general manager of Versace Beijing, said in an interview with our reporter. According to the "World Luxury Association Official 2009-2010 Global Annual Report", China's total luxury consumption has surpassed Japan, and it has become the runner-up. There are also research reports that high-end consumers in China may be able to cherish internationally renowned apparel brands, car brands, etc., but there are almost no more than three brands of similar products for international household brands, not to mention high-end home life A deep understanding of the connotation. The development of the market takes time, and international brands entering China still need more patience for consumers to experience and understand.
Keyword three: insist on origin or deinternationalize
    International brands entering China will face the difficulties of two roads, insist on original imports, or go to international local factories. Brands such as TOTO in Japan and Kohler in the United States have set up branches and factories in China. They have entered China for a long time and their market share has reached a high level. These brands are designed, produced and sold in China, gradually fading away from the " international " color and getting closer to the Chinese consumer market.
    Adhering to the original imports is more " original " and the quality is more guaranteed, but it will also bring real problems such as long product pickup time and high prices. Many brands in the industry adhere to the original imports, such as furniture , sanitary ware, doors and window decorations The products are mainly restricted by the small market share, the backward production technology and technology, and the persistence of the brand culture. They cannot be produced and sold in China. This shows that " deinternationalization " also requires " capital " .
    Keyword four: marketing system is chaotic and brand promotion is difficult
    At present, there are three main marketing models for international brands in China: brand business model, Koma - dealer model and general agent distribution model. Brands and overall business model agent distribution model, brand marketing and promotion of the unified management by the company, compared to the system simpler, but also more conducive to the operation of brand management. However, the vast majority of international brands in China adopt the Coma - Dealer model, which is divided into single brand dealers and compound brand dealers. As the name implies, a single brand dealer refers to an international product that sells only one brand, and a compound brand dealer represents multiple brands and multiple categories at the same time. According to industry sources, some brands have different distributors in various regions of the country. Most of them are only responsible for purchases and sales. They rarely work on brand promotion and maintenance. This is for brands that pursue perfect brand quality and image. It's a very headache.
    Keyword five: embarrassment of shop-in-shop
    With the upgrading and transformation of national home furnishing companies such as Actual House and Red Star Macalline, they have created suitable " living places " for international brands. A number of internationally renowned brands such as Rocheburg and Kartell in France have begun to choose to enter the store. Enjoy the passenger flow brought by the store. Some brands, such as FFDM , choose to go out of the store and become independent. In fact, international brands also face a lot of embarrassment in the store . On the one hand, high-end luxury brands will be ashamed to appear with low-end brands, on the other hand, the hardware facilities and soft services of the store cannot keep up with the brand ’s requirements. This also makes them feel that they will reduce their value.
    In many European and American countries, most international home furnishing brands have adopted self-operated stores. Many brands that have just entered China are also the first to open independent flagship stores on the roadside to showcase their products. On the extension of Beijing's North Fourth Ring Road East, there are brand stores of Nordic style, Yazhen Home Furnishing, Ilinuoyi and so on. The store is luxuriously and exquisitely furnished, very exotic, but in fact almost all of them are patrons. .
    The " Home Respect " International Pavilion, which has just opened, is second to none in the international high-end stores, from the brand to the store. According to the reporter's knowledge, the construction, layout, rent of the merchants, and property service system of the " Home Respect " pavilion are no different from other pavilions in the North Fourth Ring Store. In the case of equal returns, are the stores willing to do some special services for the " foreign players " ?
The pure international home furnishing market is also just starting in China, and the circulation enterprise has its own advantages, such as bringing more passenger flow and smooth circulation channels. Easyhome president Wang Lin Peng in the "Home of respect" International Museum opened said when answering questions from reporters at a news conference, many international brands have entered the Chinese, are semi tentative House had hoped "Home of respect" this The establishment of the International Brand Pavilion completely opened up their access to the Chinese market.
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