China is a global furniture manufacturing and exporting country. In 2006, the total value of China's furniture exports surpassed that of Italy for the first time, becoming the world's largest furniture exporter. In 2010, China's furniture exports reached US$33.7 billion. The amount of imported furniture in China has also increased year after year. According to the China Furniture Association, in the first half of 2011, China’s total imported furniture has reached nearly 1 billion US dollars, maintaining rapid growth for two consecutive years. After the issue of the fake origin of Da Vinci furniture and the unqualified product quality was exposed by CCTV, there were many discussions about the origin and consumption of foreign brand furniture.
Scanning the Chinese furniture industry, we found the island of Da Vinci home and fake "foreign" brand, it is just the tip of the iceberg of the chaotic Chinese furniture industry. Behind the sky-high price furniture, there are many “foreign†brands made in China. Those foreign names that are incomprehensible but very fashionable are just the “foreign leather†of domestic furniture.
All the "foreign" brands are casually going to a large furniture store. Most of the furniture stores that come into view are branded with letters, some are all spells of Chinese Pinyin, and some are composed of the initials of Pinyin. Abbreviation, if it is not a few Chinese followed by it, I can't understand it at all. In addition to foreign names, the slogans of each merchant or the posters posted are also distinguished. "Feel the original Italian design" "Aristocratic life, from Europe" "English casual classics". More than half of the furniture of these foreign name brands claim to have European and American origin, Italy, Britain, the United States, Germany and other countries.
Local brand furniture is covered with a layer of “foreign†leather, which is easy to misunderstand as imported furniture. In addition to its high price, consumers often pay too much attention to the “one-sided†of sales people. What consumers see in the exhibition hall are the labels that have been removed from the package, installed furniture, packaging and packaging. They can only be seen when the goods are received after purchase, which also increases the risk of purchase.
In fact, the furniture industry's true and false foreign brands have been in the past for a long time: false labeling, false publicity, gold-plated foreign brands, distribution confusion, authorized OEM labeling and other phenomena have also been rampant in the furniture industry. The author heard a dealer said that the "export to domestic sales" products with the import banner in China can be said to account for more than 95% of the current imported furniture, mostly produced in the Guangdong area by the foundry. For example, the same set of sofas, labeled local brands, the price is about 8,000 yuan; if the Chinese and foreign assets are marked, the price is about 20,000 yuan; if the United States is marked, the price will rise to 7-8 million yuan, if It is more expensive in Italy.
These so-called "foreign" brand furniture, known as "imported" solid wood furniture, pure wood furniture, pure solid wood furniture, many are large core board and other materials as the main raw materials. However, at the beginning of this year, the market inspection of relevant departments in Zhejiang found that the qualified rate of furniture inspection of the nominal “solid wood furniture†was zero. The reason why many manufacturers dare to take the world and harm the interests of consumers, mainly because the sale of leather furniture with the signboard of solid wood, the profit has been turned over several times, and some profits can be as high as several hundred percent, and the real The profit of all solid wood furniture is not high, only 15% to 30%.
Why are the “foreign†brands really want to study their roots? In the home stores such as Red Star Macalline, Ouyada, Jinhaima, etc., there are not many furniture brands from foreign countries. Most furniture brands are originated from domestic brands, but these furniture brands Most of them play the name of "foreign", which means that the raw materials come from foreign woods. They adopt advanced design from abroad. At first glance, they think they are imported brands, but their manufacturing sites are in China.
Then why did they all have a "foreign" name, which is called the "foreign" brand? In order to cater to the tastes of consumers, in order to improve brand quality and value, in order to achieve the purpose of increasing sales.
Today, most consumers are blindly superstitious about foreign brand furniture: First, the real foreign brand furniture is indeed better than the Chinese local brands in terms of product quality and after-sales service, especially in some countries, the industrial level is indeed at the international leading level. It is very tempting for consumers.
Second, due to the lack of brand marketing strategy, Chinese local brands, in addition to daily price wars, do not make full efforts at the product and service level, making consumers think that local brands are far better than foreign brands. Third, Chinese consumers have always had a foreign-oriented attitude, and believe that having a “foreign†brand is a symbol of high-quality life. In fact, consumers do not know that many “foreign†brands are not really “foreignâ€, but only “foreign†on the surface: on the one hand, they try to reduce the low cost through OEM production, and on the other hand, by shaping the international brand image. High prices cater to consumers and ultimately generate huge profits.
Registering a home furnishing company in Hong Kong or other countries or regions in China requires only a few thousand dollars. Both foreign capital and joint ventures are eligible to purchase production materials abroad. The proportion of imports can be arbitrarily chosen. Pure imported furniture. Many "high-end" "foreign" furniture brands are taking this route.
In addition, some so-called "foreign" brand furniture, also like to give the domestic wood a foreign name, confused material name. For example, the domestic rosewood is said to be African rosewood, so that consumers feel that the materials are quite advanced (to be honest, there are few consumers who really know the goods), in fact, the two materials are completely different. Some people use hand knocking, nose smelling, etc. to identify, useful for those who work rough, it is difficult to distinguish the fine workmanship. And those invisible places use particleboard or MDF, and the visible main frame, door and drawer are made of solid wood.
Moreover, in the furniture industry, many merchants believe that it is normal to sell products very expensive. In fact, this is a manifestation of the lack of competition in the furniture industry. For example, at present, there is no uniform standard for the period and scope of after-sales maintenance in the domestic furniture industry. The after-sales service of various brands is uneven. In recent years, the furniture industry has been “gloriously on the list†in the complaint list. This is also one of the factors driving consumers to trust the “foreign†brand.
Who is the real "foreign" brand "foreign" brand furniture has many doorways, both fake "foreign" brand exists, there are also real "foreign" brand exists. Just in the "foreign group", there are really fewer "foreign" brands, more fake "foreign" brands, and a lot of half-truth "foreign" brands. Unfortunately, because most consumers lack furniture knowledge, it is impossible to tell which "foreign" brand is true and which is fake.
Here, the author defines the true and false "foreign" brand in this way: the so-called "foreign" brand, that is, the foreign brand owners operate on their own, or develop their own agents in the country, directly supplied by the manufacturers; The semi-fake "foreign" brand is that the domestic furniture manufacturers spend money to buy the "foreign" brand from abroad, so that the furniture products they produce have a "foreign" name; and those fake "foreign" Brand, two types: a Chinese local company spends thousands of dollars to register overseas, and furniture products are produced domestically, but they are sold domestically as “foreign†brand; another “fake†The brand is that domestic manufacturers directly imitate foreign foreign brands, in violation of foreign brand patent rights and consumers' right to know.
So, how do consumers identify these true and false “foreign†brands?
Since the current Chinese furniture industry is still in a period of strategic chaos, the industry self-discipline is low, and the industry supervision is lacking, the author can not give consumers an accurate identification method. But the author can share the feelings of the really "foreign" brands that have been contacted. The author has contacted a Japanese furniture company and two American furniture companies and provided them with marketing consulting services for two years. During this period, the author found that the practice of these real “foreign†brand furniture is very different from the practice of fake “foreign†brands.
First of all, these real "foreign" brand furniture are not "high price" brands in price, and they may not necessarily be "expensive" brands. Even their price is "low" so that consumers do not believe that they are true. "Brand.
Why is this happening? Because the operators of these really "foreign" brands are not native Chinese, they don't understand the buying habits of Chinese consumers (like bargaining), so the actual price (how much to buy) is not only the price. The competition lost to China's peers, but also because it did not satisfy the consumer's sense of achievement in bargaining, but was regarded by consumers as a fake "foreign" brand. Therefore, those "foreign" brand furniture that never discount, do not counter-offer, and how much money is sold are one of the conditions for consumers to judge their true and false;
Secondly, these real “foreign†brand furniture rarely advertises that they are “foreign†brands in publicity. Because they know that they are truly "foreign" blood, they also worry that Chinese consumers regard them as "foreigners" and worry that Chinese consumers say they do not understand the needs of Chinese people and refuse to buy them. Therefore, they always try to promote them. Understand the needs of Chinese consumers, their products are designed and produced according to Chinese human characteristics and living habits. These real "foreign" brand furniture, some of which are produced abroad, some in the country, but they prefer to emphasize that they have established factories in China in order to meet the needs of Chinese consumers, please consumers are assured of their service. This is significantly different from those of the fake “foreign†brands that emphasize the foreign manufacture of products.
Moreover, the difference between these real “foreign†brands in domestic factories and the fake “foreign†brands prohibiting outsiders from entering the production workshop is that the production process is transparent and the workshop is open to the public. Visitors can shoot at will. On the contrary, the product showrooms opened by the fake “foreign†brands have become the target of the real “foreign†brands. If there is no invitation, and accompanied by a professional staff, any outsider can not enter the real "foreign" brand furniture showroom, and the real "foreign" brand furniture factory exhibition hall is forbidden to take pictures.
Finally, give consumers a little advice: buying furniture is not a "foreign" brand. In fact, the true and false "foreign" brand does not matter, the key is that the quality of the product is better. To write down the type of furniture in the purchase, please specify the name of the main material and accessories, and specify which type of furniture you purchased, whether it is “all solid wood furnitureâ€, “solid wood veneer furniture†or “pure solid wood furnitureâ€. ", it is best to clearly indicate the price, color and style of furniture. When you purchase a product, you can request a formal invoice. Once you find that the furniture is not “realâ€, you can always use the evidence to protect your rights.
Conclusion With the improvement of the degree of social information, the information is more symmetrical, the consumer's furniture knowledge is more and more abundant, and the competition in the industry is becoming more and more fierce. Many enterprises that have relied on high prices for profiteering have lost their profit-seeking space and slowly returned to Come in normal business activities.
In addition, as integrated sales reduce logistics costs, the flattened network sales system eliminates the price increase. Compared with most brands that seek sales in China, some international home brands will adopt a model of establishing a subsidiary to operate directly in order to take a more stable position in the Chinese market. At the same time, through the e-commerce platform, this will save the country. Agents, provincial general agents and other intermediate links increase the price, so that consumers get more direct benefits.
We have reason to believe that large-scale global production, global sales network and simplification of local sales system have come to the fore, and the simplification of the sales system eliminates the complicated links of multi-level agents, whether it is domestic furniture or The price of imported furniture will gradually become popular, and the mature and standardized Chinese furniture market will soon arrive. Black-hearted manufacturers who use industry vulnerabilities, use industry loopholes, and even know the law to commit production and sales, regardless of the interests of consumers, will also be eliminated from the market and the relevant regulatory authorities.
Scanning the Chinese furniture industry, we found the island of Da Vinci home and fake "foreign" brand, it is just the tip of the iceberg of the chaotic Chinese furniture industry. Behind the sky-high price furniture, there are many “foreign†brands made in China. Those foreign names that are incomprehensible but very fashionable are just the “foreign leather†of domestic furniture.
All the "foreign" brands are casually going to a large furniture store. Most of the furniture stores that come into view are branded with letters, some are all spells of Chinese Pinyin, and some are composed of the initials of Pinyin. Abbreviation, if it is not a few Chinese followed by it, I can't understand it at all. In addition to foreign names, the slogans of each merchant or the posters posted are also distinguished. "Feel the original Italian design" "Aristocratic life, from Europe" "English casual classics". More than half of the furniture of these foreign name brands claim to have European and American origin, Italy, Britain, the United States, Germany and other countries.
Local brand furniture is covered with a layer of “foreign†leather, which is easy to misunderstand as imported furniture. In addition to its high price, consumers often pay too much attention to the “one-sided†of sales people. What consumers see in the exhibition hall are the labels that have been removed from the package, installed furniture, packaging and packaging. They can only be seen when the goods are received after purchase, which also increases the risk of purchase.
In fact, the furniture industry's true and false foreign brands have been in the past for a long time: false labeling, false publicity, gold-plated foreign brands, distribution confusion, authorized OEM labeling and other phenomena have also been rampant in the furniture industry. The author heard a dealer said that the "export to domestic sales" products with the import banner in China can be said to account for more than 95% of the current imported furniture, mostly produced in the Guangdong area by the foundry. For example, the same set of sofas, labeled local brands, the price is about 8,000 yuan; if the Chinese and foreign assets are marked, the price is about 20,000 yuan; if the United States is marked, the price will rise to 7-8 million yuan, if It is more expensive in Italy.
These so-called "foreign" brand furniture, known as "imported" solid wood furniture, pure wood furniture, pure solid wood furniture, many are large core board and other materials as the main raw materials. However, at the beginning of this year, the market inspection of relevant departments in Zhejiang found that the qualified rate of furniture inspection of the nominal “solid wood furniture†was zero. The reason why many manufacturers dare to take the world and harm the interests of consumers, mainly because the sale of leather furniture with the signboard of solid wood, the profit has been turned over several times, and some profits can be as high as several hundred percent, and the real The profit of all solid wood furniture is not high, only 15% to 30%.
Why are the “foreign†brands really want to study their roots? In the home stores such as Red Star Macalline, Ouyada, Jinhaima, etc., there are not many furniture brands from foreign countries. Most furniture brands are originated from domestic brands, but these furniture brands Most of them play the name of "foreign", which means that the raw materials come from foreign woods. They adopt advanced design from abroad. At first glance, they think they are imported brands, but their manufacturing sites are in China.
Then why did they all have a "foreign" name, which is called the "foreign" brand? In order to cater to the tastes of consumers, in order to improve brand quality and value, in order to achieve the purpose of increasing sales.
Today, most consumers are blindly superstitious about foreign brand furniture: First, the real foreign brand furniture is indeed better than the Chinese local brands in terms of product quality and after-sales service, especially in some countries, the industrial level is indeed at the international leading level. It is very tempting for consumers.
Second, due to the lack of brand marketing strategy, Chinese local brands, in addition to daily price wars, do not make full efforts at the product and service level, making consumers think that local brands are far better than foreign brands. Third, Chinese consumers have always had a foreign-oriented attitude, and believe that having a “foreign†brand is a symbol of high-quality life. In fact, consumers do not know that many “foreign†brands are not really “foreignâ€, but only “foreign†on the surface: on the one hand, they try to reduce the low cost through OEM production, and on the other hand, by shaping the international brand image. High prices cater to consumers and ultimately generate huge profits.
Registering a home furnishing company in Hong Kong or other countries or regions in China requires only a few thousand dollars. Both foreign capital and joint ventures are eligible to purchase production materials abroad. The proportion of imports can be arbitrarily chosen. Pure imported furniture. Many "high-end" "foreign" furniture brands are taking this route.
In addition, some so-called "foreign" brand furniture, also like to give the domestic wood a foreign name, confused material name. For example, the domestic rosewood is said to be African rosewood, so that consumers feel that the materials are quite advanced (to be honest, there are few consumers who really know the goods), in fact, the two materials are completely different. Some people use hand knocking, nose smelling, etc. to identify, useful for those who work rough, it is difficult to distinguish the fine workmanship. And those invisible places use particleboard or MDF, and the visible main frame, door and drawer are made of solid wood.
Moreover, in the furniture industry, many merchants believe that it is normal to sell products very expensive. In fact, this is a manifestation of the lack of competition in the furniture industry. For example, at present, there is no uniform standard for the period and scope of after-sales maintenance in the domestic furniture industry. The after-sales service of various brands is uneven. In recent years, the furniture industry has been “gloriously on the list†in the complaint list. This is also one of the factors driving consumers to trust the “foreign†brand.
Who is the real "foreign" brand "foreign" brand furniture has many doorways, both fake "foreign" brand exists, there are also real "foreign" brand exists. Just in the "foreign group", there are really fewer "foreign" brands, more fake "foreign" brands, and a lot of half-truth "foreign" brands. Unfortunately, because most consumers lack furniture knowledge, it is impossible to tell which "foreign" brand is true and which is fake.
Here, the author defines the true and false "foreign" brand in this way: the so-called "foreign" brand, that is, the foreign brand owners operate on their own, or develop their own agents in the country, directly supplied by the manufacturers; The semi-fake "foreign" brand is that the domestic furniture manufacturers spend money to buy the "foreign" brand from abroad, so that the furniture products they produce have a "foreign" name; and those fake "foreign" Brand, two types: a Chinese local company spends thousands of dollars to register overseas, and furniture products are produced domestically, but they are sold domestically as “foreign†brand; another “fake†The brand is that domestic manufacturers directly imitate foreign foreign brands, in violation of foreign brand patent rights and consumers' right to know.
So, how do consumers identify these true and false “foreign†brands?
Since the current Chinese furniture industry is still in a period of strategic chaos, the industry self-discipline is low, and the industry supervision is lacking, the author can not give consumers an accurate identification method. But the author can share the feelings of the really "foreign" brands that have been contacted. The author has contacted a Japanese furniture company and two American furniture companies and provided them with marketing consulting services for two years. During this period, the author found that the practice of these real “foreign†brand furniture is very different from the practice of fake “foreign†brands.
First of all, these real "foreign" brand furniture are not "high price" brands in price, and they may not necessarily be "expensive" brands. Even their price is "low" so that consumers do not believe that they are true. "Brand.
Why is this happening? Because the operators of these really "foreign" brands are not native Chinese, they don't understand the buying habits of Chinese consumers (like bargaining), so the actual price (how much to buy) is not only the price. The competition lost to China's peers, but also because it did not satisfy the consumer's sense of achievement in bargaining, but was regarded by consumers as a fake "foreign" brand. Therefore, those "foreign" brand furniture that never discount, do not counter-offer, and how much money is sold are one of the conditions for consumers to judge their true and false;
Secondly, these real “foreign†brand furniture rarely advertises that they are “foreign†brands in publicity. Because they know that they are truly "foreign" blood, they also worry that Chinese consumers regard them as "foreigners" and worry that Chinese consumers say they do not understand the needs of Chinese people and refuse to buy them. Therefore, they always try to promote them. Understand the needs of Chinese consumers, their products are designed and produced according to Chinese human characteristics and living habits. These real "foreign" brand furniture, some of which are produced abroad, some in the country, but they prefer to emphasize that they have established factories in China in order to meet the needs of Chinese consumers, please consumers are assured of their service. This is significantly different from those of the fake “foreign†brands that emphasize the foreign manufacture of products.
Moreover, the difference between these real “foreign†brands in domestic factories and the fake “foreign†brands prohibiting outsiders from entering the production workshop is that the production process is transparent and the workshop is open to the public. Visitors can shoot at will. On the contrary, the product showrooms opened by the fake “foreign†brands have become the target of the real “foreign†brands. If there is no invitation, and accompanied by a professional staff, any outsider can not enter the real "foreign" brand furniture showroom, and the real "foreign" brand furniture factory exhibition hall is forbidden to take pictures.
Finally, give consumers a little advice: buying furniture is not a "foreign" brand. In fact, the true and false "foreign" brand does not matter, the key is that the quality of the product is better. To write down the type of furniture in the purchase, please specify the name of the main material and accessories, and specify which type of furniture you purchased, whether it is “all solid wood furnitureâ€, “solid wood veneer furniture†or “pure solid wood furnitureâ€. ", it is best to clearly indicate the price, color and style of furniture. When you purchase a product, you can request a formal invoice. Once you find that the furniture is not “realâ€, you can always use the evidence to protect your rights.
Conclusion With the improvement of the degree of social information, the information is more symmetrical, the consumer's furniture knowledge is more and more abundant, and the competition in the industry is becoming more and more fierce. Many enterprises that have relied on high prices for profiteering have lost their profit-seeking space and slowly returned to Come in normal business activities.
In addition, as integrated sales reduce logistics costs, the flattened network sales system eliminates the price increase. Compared with most brands that seek sales in China, some international home brands will adopt a model of establishing a subsidiary to operate directly in order to take a more stable position in the Chinese market. At the same time, through the e-commerce platform, this will save the country. Agents, provincial general agents and other intermediate links increase the price, so that consumers get more direct benefits.
We have reason to believe that large-scale global production, global sales network and simplification of local sales system have come to the fore, and the simplification of the sales system eliminates the complicated links of multi-level agents, whether it is domestic furniture or The price of imported furniture will gradually become popular, and the mature and standardized Chinese furniture market will soon arrive. Black-hearted manufacturers who use industry vulnerabilities, use industry loopholes, and even know the law to commit production and sales, regardless of the interests of consumers, will also be eliminated from the market and the relevant regulatory authorities.
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