“More than a dozen foreign high-end furniture brands have come in.†This is a hot topic talked about by many furniture industry people. The reason why the industry is concerned is that more than a dozen foreign furniture brands have “collectively entered†the Chinese market, and they have chosen Dongguan indiscriminately. In this regard, many local furniture entrepreneurs believe that although foreign furniture brands bring competition is inevitable, it also brings new opportunities and inspiration to local brands. For more information, please stay tuned to http:// Xianghe Furniture City official website
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Welcome to the "foreign brand" to enter the local furniture enterprises in Dongguan
"Bing under the city" Dongguan into more than 10 foreign furniture brand "bridgehead"
Previously, the ASHLEY, SUNICE and other foreign furniture “heavyweight†brands participated in the 25th International Famous Furniture (Dongguan) Exhibition, which caused heated discussion in the industry. The reporter recently learned from Houjie Town that more than a dozen high-end foreign furniture brands will appear in the furniture exhibition in the near future. However, these furniture brands are not recruiting agents at home, but have made up their minds to take Dongguan Houjie as a bridgehead and officially enter the Chinese market.
Insiders analyzed that the impact of the global financial crisis has not subsided, and the reduction in demand for furniture by some traditional furniture importing countries has strengthened the determination of international furniture giants to enter the Chinese market. The International Industrial Research Center in Milan, Italy, previously released the 2011 Global Furniture Industry Development and Outlook Research Report. The report predicts the slowest growth in furniture consumption in Western Europe in 2011. Relatively speaking, the huge market demand not only gives strength to the development of China's furniture industry, but also makes foreign furniture giants clench their hands.
In an interview with reporters, Vera wang (Wang Weiwei), director of furniture overseas, revealed that China will be the world's largest furniture producer and the fastest growing furniture consumer market for the foreseeable future. The brand's five-year goal is to achieve "significant results" in China's high-end furniture sector. Howard also said that the reason why the brand chose to “land†in Dongguan Houjie is to look at the Dongguan Furniture Exhibition, the best furniture display platform in Asia. The brand will also adjust to the Chinese market as they realize that only the products that Chinese consumers need can be successful.
“Ready to come†foreign brands will form alliances with domestic operators
In fact, the pace of foreign furniture brands entering China has not stopped. But for various reasons, only about 20% of international furniture brands can gain a foothold in the Chinese market.
A person from the Houjie furniture industry revealed that after the foreign brands entered the domestic market, because the serialization was not complete, the logistics system and the after-sales system did not keep up with the reasons, and they often persisted after a few years of no improvement. "Especially some American brands still intend to serve Chinese consumers with American service methods, and soon they will find it impossible." Even a few foreign brands that can stand still often spend years building localized service systems.
In the past, foreign furniture brands mainly adopted the model of general agent in China. However, the understanding of the Chinese market by brand owners is mainly obtained through agents. It is impossible to take countermeasures according to changes in the Chinese market in time. It is difficult for agents to understand the brand in the first time. New strategy. More importantly, it is impossible for agents to make brand packaging and promotion like brand owners, which makes it difficult to enhance brand influence.
Some foreign furniture brands will return to China after a period of time, and they will make a comeback. They are dubbed by the industry as “Second Palace†and “Sanjin Palaceâ€. Perhaps it is precisely because of the previous experience accumulation that many of the furniture brands that landed in Dongguan collectively are “ready to comeâ€. ASHLEY, the third-selling furniture brand in the United States, even released a “mouth†saying that it will hold a “strategic conference†in Dongguan. Other foreign furniture brands have also found a “shortcutâ€, which is to cooperate with Chinese local furniture brand operators.
Dongguan Mingcui Home Furnishing Co., Ltd. is an example. At present, many foreign furniture brands have cooperated with the company. Li Jiamao, general manager of Ming Cui Home, said that not only foreign brands have difficulty entering the domestic market, but also many domestic furniture companies that export are also difficult to switch to domestic sales. The company, through the combination of localized marketing model and customer service system, paves the way for the entry of foreign brands, thereby enhancing the “survival rate†of foreign furniture brands in the Chinese market.
“Peaceful peace†local furniture brands welcome “foreign counterpartsâ€
In this regard, Chen Zhongqiu, the mayor of Houjie, believes that the thick street furniture industry cluster needs to attract strong furniture enterprises including foreign furniture brands. Compared with other big cities in China, Houjie has a small urban area, but it is famous for its industrial clusters and quality services. Foreign furniture brands will regard Houjie as the first stop to enter China. The main consideration is the future development and benefits of the company, which are all provided by Houjie, which has an industrial base and a quality service platform.
For the “foreign furniture brand†collectively landing in Dongguan, the local furniture brands interviewed expressed their welcome to join the local furniture industry circle.
"Foreign furniture companies come to Dongguan is inevitable." Ma Yu, the person in charge of the romantic style of Dongguan, said that there are many international furniture brands entering Dongguan, indicating that Dongguan furniture industry has a certain international influence. At the same time, the furniture industry is different from the automobile and electronics industries. The furniture industry brand is uniquely personalized. Even if it is an international famous brand, it is difficult to have a brand advantage when it first arrives in the Chinese market. Therefore, the development of these "foreign brands" in China must have a long process. Although international furniture brands have inevitably brought competition after entering the market, many furniture brands in Dongguan are walking on two legs, both stable export channels, domestic stores and counters, and short-term foreign counterparts. The impact will not be obvious.
Ma Yu said that what is more important is that after the foreign furniture brands take root in China, they will further enhance the industrial gathering here and bring new ideas and ideas. Make this place more attractive to buyers in the furniture industry and find brand dealers.
Zhu Xiaokun, director of Dongguan Sensheng Furniture Marketing, also saw the “good†brought by foreign furniture brands. He said that in the past many people in the furniture industry had to go abroad to observe the new designs and new ideas of foreign excellent brands. Nowadays, these foreign furniture brands will open stores to China, so that domestic furniture industry people can feel the excellent design concepts of foreign countries without going abroad. It can be said that it provides a "learning window" for the domestic furniture industry.