Imported furniture next year or collective price cuts

The development of new products for the Chinese people is becoming more and more detailed.

The ultra-comfortable international home's many imported furniture will be reduced by at least 30% next year; the price of several American furniture brands of Da Vinci's home agent has been lowered, and the new price system in 2013 is being brewed; the American mattress brand Silky Sealy is used in China. The company has established a domestic brand called “Second Life of Silk”, and the price of new products is only one-third of imported products...

Or to cut prices, or create domestic lines, or upgrade additional services, when the aura of imported furniture gradually recedes, how to survive and develop in the fiercely competitive Chinese market has become their compulsory course. Industry insiders bluntly, after this round of rational and fierce battles, some of the "foreign" furniture with low technical content will become popular consumer goods, and it is expected to enter the homes of ordinary people in 2013.

The price is lowered by more than 30%

Some imported furniture embarked on the road of "close to the people"

"As of the middle of next year, some of our 'foreign' furniture will be reduced in price." Wang Lanyu, general manager of Super Comfort International Home, further explained that the price of imported furniture has remained high, with complicated transportation routes, high transportation costs and The shrinking sales volume is directly related. If the problems in the above links can be improved, the price of imported furniture will fall sharply. For example, Italian furniture such as TaroccoVaccari will be reduced by at least 30% next year after “quantity-for-price”.

Coincidentally, on October 27 this year, Da Vinci Home's classic American furniture sales brand - "Mei Yimei" officially opened in the big store at No. 209, Wending Road, Shanghai. This big store that brings together the three American furniture brands of Thomasville, Maitland Smith and JonathanCharles, no longer hangs "high price", but sells more intimate products. For example, a classic chair, a three-person sofa, a high-back double bed, the price is "7980 yuan, 12500 yuan and 17,000 yuan", these figures and impressions Da Vinci tens of thousands, hundreds of thousands The price tag forms a great contrast.

Gradually lowering the value

Developing new products for Chinese consumers

The author found last week at the Dajing Temple store in Lanjingli Home Furnishing Plaza. The price of the mattress in the Sealy showroom of the famous American mattress brand is about 5,000 yuan, which is different from the original price of 20,000 yuan. Is there any reason for the sharp drop in the price of silk products in China? Lin Qiqi, manager of China's marketing department, told the author that Silk has just opened a new factory in Qingpu, Shanghai this year, and the plant will supply a large amount to China next year. American brands are setting up factories in China, conducting targeted product research and development for Chinese users, and controlling costs to lower prices. This is why Silke is able to sell “low prices” in the showroom of Lan Jingli.

In fact, in order to harvest the hearts of Chinese consumers, imported furniture brands have been moving frequently. The well-known Italian software furniture brand Natuz Natuzzi is one of the brands that set up factories in China earlier and benefited domestic consumers. In fact, Natuzzi Natuzzi is the parent brand, 100% produced in Italy and shipped to domestic sales, while Italsofa and Editions are the two sub-brands created by the Natuzzi Group in China to capture the mid-end consumer groups. In order to be more competitive in the domestic market, in addition to the Design and leather materials from Italy, the above two brands have been domestically produced. This will not only reduce costs and speed up delivery, but also provide Chinese consumers with a price-performance ratio. Higher products. However, the Natuz Group will directly inform the consumers of the true identity of the two brands, and the origin will also be marked "China."

Additional services are getting finer

Buying "foreign" furniture can be carefully served

Spend more than double or even several times the cost of domestic furniture to buy imported furniture, in addition to buying design, raw materials, crafts and quality, but also to buy services. According to the "Guangxia Times", in the next round of a new round of imported furniture to seize the Chinese market, "service" will become another magic weapon for the public to appeal to domestic consumers.

Meikemeijia cooperates with eight banks across the country to provide consumers with “overdraft” to buy furniture services, which can be repaid in installments free of charge; Jiatiandi Home provides consumers with free art trading platform; Super Comfort International Home Establishes Tianz Villa The decoration international organization provides integrated services such as design, decoration and post-accessories for consumers who purchase furniture in their stores. After studying the current living conditions in China, Danish Fleiss Children's Furniture began to provide children's room renovation design at the end of this year. And assembly services.

For imported furniture, what kind of service can be labeled as "humanized" and "careful"? In this regard, Liu Wanyou, general manager of Blue Morning Home, and Wang Lanyu, general manager of Super Comfort International Home, said that in addition to providing customers with comprehensive maintenance, repair and additional services after sale, pre-sales and sales targeted services are more Indispensable. It can be seen that putting service work ahead and helping consumers solve their worries can be regarded as quality service.

【Find】

Imported furniture will have a cause of collective price cuts next year

The annual increase in the price of imported furniture has become the default phenomenon in the consumer market. However, it is suggested that there will be a collective price reduction of “foreign” furniture in 2013. What is the reason? Wang Lanyu, general manager of Super Comfort International Home, explained that the main reason for the price reduction of ultra-comfortable next year is not that the raw materials, production process and aesthetics are “weakened”, but the result of “price-changing”. With more than double the order quantity in the past, the price of 30% in the Chinese market is going to be a fight, or is it a rainy day? Wang Lanyu believes that the mystery of imported furniture in China has long since disappeared. How to survive better and let more potential emerging consumer groups know and fall in love with it is the future of “foreign” furniture. Therefore, the price reduction is on the one hand to break the tradition of importing furniture and high-priced paintings, and on the other hand, to find more suitable consumers.

In addition, some US products have already cut prices, and Da Vinci Home China regional director Huang Zhixin, who is still planning to adjust the price system next year, revealed to Guangsha Times that Da Vinci has been with American brands such as THOMASVILLE, HENREDON and Hollywood. By agreement, their products will be delivered directly to China after leaving the factory in Southeast Asia, eliminating the cost of long-distance transportation and intermediate links, which will make the final price of products in China 40%-50% lower than similar products in the market.

The battle of agents or the chaos of imported furniture prices

The same product appeared in different furniture stores, but the price difference of several thousand yuan, tens of thousands of things, is not uncommon. According to industry sources, if the same imported brand, the price system in the same city is not uniform, mainly because the brand's domestic agents or distributors are “more chaotic”. In fact, many internationally renowned furniture brands are not large in the country, and some are family businesses with only a dozen people. They have limited control over the status of their brand's overseas agents. In the hands of many people, these Chinese agents are inevitably playing a "price war" in order to seize the market.

For the price game of "foreign" furniture, we have heard about it, but because of the many problems involved, it is difficult for ordinary consumers to find out the context. In this regard, Mr. Hilbach, one of the heads of Schelbachhome in Germany, suggested that domestic consumers should purchase imported furniture through formal channels, which is the safest way to seek insurance for future insurance.

Complex situation, the association said that imported furniture is "not good"

"Some functional departments in the industry, if even the plagiarism between domestic furniture brands can not be managed, how can we manage the credibility of the imported furniture industry?" Why the imported furniture industry has not been able to appear reliable "The department", an import furniture agent who asked not to be named, said.

Imported furniture has entered the domestic market for one or two decades. Didn’t anyone have “guidance and supervision” during this period? In this regard, Zhu Changling, chairman of the China Furniture Association, once said that the purely imported furniture with high prices has a small market share in China, and the number of imported furniture in China is not large, and it belongs to niche goods. In addition, foreign furniture factories and brands are numerous, and new and old replacements are also common. As a domestic association, it is difficult to update all first-hand information in a timely manner. It can be seen that the problems of small output value and complex origin are undoubtedly the main reasons why the imported furniture industry has not been supervised so far.