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Furniture Live: Plagiarism between brands
For some small and unknown brands, plagiarizing big brands is already tacit. Lack of original designers, lack of resources, imitating the new concept of some big brands, can imitate the look after the gourd painting, but can not master the big-name professional details and quality secrets, so most of these "cottage" products are low-priced, Can meet the needs of some user groups. What is puzzling is that the big brands have begun to copy each other's styles. In today's serious problem of homogenization of furniture, there is a similar design that is flooded with disasters.
Brand furniture products lack innovative design
If you are a person who has experience in shopping malls, then you must understand the current situation of the Beijing home furnishing store, and not to mention how the industry is sluggish with the downturn of the big environment, just talking about individual furniture brands, the design of the drifting design makes the big brands The quality problem is extremely serious. Whether it is the raw materials used or the design of the product itself, most of them are like a baby in a mother's womb. This kind of flooding is very easy for customers to feel tired and new customers are not easy to be attracted. Old customers will slowly lose interest and loyalty to the brand.
Shopping guide staff lacks enthusiasm, brand awareness is indifferent
When the reporter stepped on the home store, he saw countless products with almost identical design. For example, the 2011 large-flower pattern fabric sofa (the sofa decoration rendering) became popular, which triggered a boom in the industry market. The same store can be seen in the store, and the 2012 candy-colored fabric sofa broke out the same phenomenon. Originally thought that only small brands copied the design of big brands, but did not think that the big brands also imitated each other, such as Yifeng, Baiqiang, Oriental Parkson, AMET, Shengbang, Red Apple and so on. This phenomenon exists; for example, the reporter once saw an orange corner sofa in the strong sofa store exactly the same as the Lancome brand of the non-brand. When asked about the shopping guide, the explanation was “I don’t know who copied itâ€. In the tone, it is indifferent and lazy.
E-commerce extrusion cost decline
The reason is not difficult to understand. In the past two years, the big industry has been sluggish, and e-commerce websites have emerged one after another. Among them, there are many testers in the home industry, such as the bee-line offline experience hall of Chengwai Cheng and Tmall. Although the brand on the e-commerce website is less well-known in terms of popularity, the experience and after-sales service are still not perfect, but its economical price gimmicks have undoubtedly caused an impact on the physical store, so that the furniture industry itself is in a downturn. More restless elements. Under the pressure of many, some manufacturers began to shrink in cost, neglect their own personality innovation and only focus on price competition, but they did not know, but lost their individual advantage in the disorderly marketing strategy.
Conclusion:
China's furniture industry has a short history of development, a shallow foundation, and lack of industry norms. Therefore, even if some furniture brands have visibility and recognition, they lack countermeasures in the event of loss and crisis. In fact, plagiarism is common in any industry, such as the clothing industry, after a fashion week, after a press conference, the streets and alleys can quickly follow the trend, you can see countless "international big products" in some wholesale markets. "But, but also understand that these cottage products can never replace the real brand products, their value will only stay in the mixed market and stalls.
The author believes that as a well-known furniture brand in the industry, even in the domestic first-line brands, the first thing that should be awakened is this kind of consciousness, to recognize and develop the uniqueness of the self, not blindly from the fashion, not to blindly compare prices, in order to highlight their own value, forever Walking at the forefront of the industry, not being drowned by saliva and dust.