China is the world’s furniture production and export power, in 2006 China furniture exports more than Italy for the first time, as the world furniture exports first big country, in 2010 China furniture exports has amounted to $33.7 billion. And China’s import furniture line in successive years is ascension, China furniture association of data showing that, in the first half of 2011, China’s total import furniture nearly $1 billion, for two consecutive years of strong growth. Leonardo Da Vinci furniture to fake the place of origin, product quality problems such as qualified by CCTV after exposure, about the origin of the furniture of brand and consumption cause many discussions.
Scanning China furniture industry, we found that the Da Vinci household and false “foreign” brand of the island, it is just the chaos to China furniture industry the tip of the iceberg. Day price of furniture behind, with many of China’s domestic manufacturing of “foreign” brand, the most look not to understand the but again very explicit fashionable foreign names, only is domestic furniture with a layer of the skin “just.
Eyeful all is “foreign” brand
Literally go a large furniture stores, view most of the furniture store brand names are with the composition, have a plenty of Chinese pinyin QuanPin, some is the first letters of the alphabet of the abbreviations, if it weren’t for the next few Chinese followed, never expected to read. In addition to the name, the businessman in the promotion of the language or post poster are noble status. “Feel the Italian original design” “noble life from Europe,” “the British leisure classic”. The name of the brand furniture all claims to have more than half of Europe and America lineages, Italy, Britain, the United States, Germany and other countries.
Local brand furniture put on a layer of “foreign” skin, it’s easy to mistake for import furniture, plus the high prices, consumers in purchase are so seriously the sales staff “one-sided word”. Consumers in the gallery we see is has dismantled packaging, install good furniture, packing and packaging the label on the label, only after buy when receiving can see, this also virtually increased the risk of purchase.
In fact, the true and false furniture industry brand the mess has been on for a long time: the false mark, false conduct propaganda, gold-plated foreign brand, distribution chaos, authorized OEM label-attaching phenomenon also in furniture industry have already spread. The writer heard a dealer said, domestic under the banner of the import “export turns sale in domestic market” products can say now account for more than 95% of the import furniture, mostly in guangdong area by foundry production. For example, same a portfolio of sofa, and mark native brand, the price is in 8000 yuan; If the mark of Chinese and foreign and assets, the price is in 20000 yuan; If mark in the United States, and the price is up 7-80000 yuan, if is made in Italy are more expensive.
These so-called “foreign” brand furniture, says it is “import” the real wood furniture, pure wood furniture, pure solid wood furniture, many are in the big core board as the main raw material of the furniture that stick a skin. But, earlier this year zhejiang related departments market taken found, nominal “solid wood furniture” furniture detection rate is zero. Many manufacturers are dare to take all the world BuWei, damage the interests of consumers, mainly because of real wood under signs sell furniture that stick a skin, profit is multiplied, some profits can be as high as of hundreds, and the true of completely real wood furniture profit is not high, only 15% to 30%.
Why are “foreign” brand
True to the reason is that, in macalline Eurasian of the hippocampus, gold, such as household stores, real foreign furniture brand are not much, most furniture brand are derived from domestic, but these furniture brand but mostly play a “foreign” name, says raw materials from outside the wood, use of foreign advanced design, at first glance thought is imported brand, but its manufacturing sites in China.
So why are up a “foreign” name, called “foreign” brand? In order to cater to consumer tastes, in order to promote the brand quality and prestige, in order to achieve the purpose of increasing sales.
Now most of the furniture of consumer brand blindly accepted: first, the real foreign brand furniture does in product quality and after-sales service and so on more than the local brands to do well, especially some of the nations industrial level really in the leading international level, it is tempting to consumers.
Second, the local brands the lack of brand marketing strategy, in addition to price war every day, and not in the products and service level feet under strength, make consumers think local brands in the class is far and foreign brands. Third, consumers in China has always…… psychology, thought to have the “foreign” brand is the symbol of high quality life. In fact, consumers are not know, many “foreign” brand is not really “foreign”, but only on the surface of “foreign” : one is to stick a card production try to hold down costs, on the other hand, by creating international brand image to raise their profile cater to consumer, eventually get huge profits.
In Hong Kong, China or other countries or regions register a household company, only need thousands of yuan, whether foreign or joint venture form, has the qualification to purchase materials in foreign production, import proportion of women can choose any, and foreign can be said is pure entrance furniture. Many “high-end” and “foreign” furniture brand, go is this line.
In addition, some of the so-called “foreign” brand furniture, like the Chinese wood to a foreign names, confusion material name. Such as the domestic hua limu as Africa hua limu, let consumers feel quite advanced materials (to tell the truth, ShiHuo real consumers have no a few), in fact two entirely different materials. Some people through the hand knock, nose to smell and all the way, for those who coarsely useful, to the root of the fine work hard to discern. And those who can’t see the place but also use particieboard or density board, see the main body of the frame, is the real wood doors and drawer.
And, in furniture industry, many businesses that have to sell products to the very expensive to be normal, in fact, this is the order of the lack of competition furniture industry performance. For example, the current domestic furniture industry for after-sales maintenance term and category all does not have uniform standard, each brand after-sales service is uneven, in recent years in furniture industry in the list of complaints “glorious list”. This is also driven consumers trust “foreign” brand one of elements.
Who is really “foreign” brand
“Foreign” brand furniture there are many doorways, both fake “foreign” brand exist, it would be really “foreign” brand exist. Just in “the group of” really “foreign” brand less, false “foreign” brand, also mingled with a lot of half true half a fake “foreign” brand. But because most consumers lack of furniture knowledge, can’t understand what “foreign” brand is true, which is false.
The author in this definition here for a true and false “foreign” brand: the so-called really “foreign” brand, the foreign brand holder to business, or in domestic development his agent, goods directly by manufacturer; The so-called half true half a fake “foreign” brand, is the furniture manufacturers domestic money bought from abroad “foreign” authorized the use of the brand, and her production of furniture products had a “foreign” name; And those false “foreign” brand, two types: by domestic Chinese companies spend thousands of dollars to overseas registered trademark, furniture products in domestic production but, but with “foreign” brand identity in domestic sales; Another kind of false “foreign” brand is, domestic manufacturers abroad directly imitating the brand, to attack foreign brands patents and the consumers’ right to know the way there.
So, how do consumers to identify these true and false “foreign” brand?
The current China furniture industry was on the strategic messy period, industrial self-discipline level is low, the industry of the lack of regulation, the author cannot give consumers a accurate distinguish method. But the author can put in contact with “foreign” really brand experience sharing out. The author have been exposed to a Japanese furniture company and two American furniture enterprise, and to provide them with marketing consulting services have two years of time. In this period, the author found that several real “foreign” brand furniture practice and false “foreign” brand of the approach are worlds apart.
First of all, the real “foreign” brand furniture, is in the price is not “day price” the brand, also is not always a “expensive” brand, even is the price of their “low” even to consumers don’t believe they are really “foreign” brand.
Why is there such a phenomenon happens? Because these are really “foreign” brand of operator is not a native Chinese, they don’t understand China consumer buying habits (like cut price), so is marked prices (buy as much money as how many standard price), the results not only in competition lost to the Chinese counterparts, but also because no meet consumers cut price sense of achievement, but by the consumers as false “foreign” brand. So, those who never discount, don’t bargain, how much money will sell mark how much money “foreign” brand furniture, consumer is one of the conditions of the false and judgment;
Second, the real “foreign” brand furniture, on advertising rarely flaunt oneself is the “foreign” brand. Because they know that they are really the “foreign” descent, also worry that Chinese consumers in them as “foreigners”, worried about China’s consumers say they don’t understand Chinese demand and refused to buy, so, they always tried to publicity they are the needs of the consumers understand China, their products are based on Chinese human characteristics and life habits to design and production of furniture products. The real “foreign” brand furniture, its production factory some abroad, some at home, but they are more like stressed that they in order to adapt to the needs of the Chinese consumers, has set up factories in China, please consumer confidence their services. This and the fake “foreign” brand products of foreign manufacturing has emphasized the clearly different.
Furthermore, these true “foreign” brand in the domestic factory, and false “foreign” brand ban strangers into production workshop is different, its production process is transparent, workshop is open, visitors can be taken at will. Instead, false “foreign” the brand of the opening of the product exhibition hall, but become real “foreign” brand are heavily protected objects. If no invitation, and specialized personnel in the accompanying this under any stranger is unable to enter the true “foreign” brand furniture exhibition hall, and really the “foreign” brand furniture factory is banned in the exhibition hall at the pictures.
Finally, to give consumers a little advice: buy furniture is not a “foreign” brand is only. In fact, true and false “foreign” brand irrelevant, the key is better than the quality of the product. To buy in the written clear furniture sort, to specify the main ingredient and accessories, the name of the state of buying their own what kind of furniture, it is “completely real wood furniture”, “real wood cover furniture”, or “pure solid wood furniture,” best indicate the furniture price, colour and lustre and style. Buy for formal invoice, once found furniture not “solid” and ready to take out the evidence to maintain their own rights and interests.
Last word
Along with the enhancement of social informatization, the more information symmetry, the furniture of consumers increasingly rich knowledge, together with the fierce competition of the industry, also let many once depend on a lot of enterprise high loss of profit space, slowly returning to normal business activities.
In addition, with integration sales to reduce logistics cost, flat network sale system gets save link. And most at home to seek agent to the brand sales, compared to some international household brand in China market rooted steadily, will take to establish subsidiary company is one of the model, and at the same time through e-commerce platform, which can save countries, such as the general agent provincial middle link markups, let consumer get more direct benefits.
We have reason to believe that the scale of the global production, sales network and local globalization sales system simplification mode has be vividly portrayed, and sales system is simplified out the multilevel agent of complex link, whether domestic furniture, or imported furniture its price will gradually close to people change, mature standard Chinese furniture market is fast approaching. Those who have risked the interests of consumers, use industry loophole, and the law play outside knowingly breaks the law, carry out the production sales even the “dirty” manufacturer also will be eliminated and related to the market regulatory punishment.
Tags: Scanning China furniture industry is why eyeful is "foreign" brand