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Paying attention to domestic consumption capacity, high-end furniture from abroad, high-profile development of the Chinese market
In recent days, the trend of international high-end home furnishing brands entering the Chinese market is still appearing in the public in a high-profile and fast-paced manner. In the context of the global financial crisis, the potential of China's high-end spending power has become a bright future for them. In the process of entering the military, cultivating the high-end consumer cognition ability of Chinese consumers has become the top priority of these brands. The Embassy boosted foreign brands into China. The Danish furniture brand FitzHansen was promoted at the Embassy in China and the Danish Embassy Commercial Counselor attended the event. On October 26th, the British Embassy also held a British furniture brand promotion conference. The British ambassador to China, Fan Siming, personally launched a high-end furniture to enter the Chinese market. In the course of foreign furniture brands entering the Chinese market, the trend of more and more high-scale has been attracting attention. Compared with the middle and low-end furniture, more than 100,000, even hundreds of thousands, and a million yuan of high-end furniture have huge profit margins due to the high price. According to Zhu Changling, chairman of the China Furniture Association, from January to August this year, the import value of China's furniture industry reached 1.5 billion US dollars, an increase of 7% over the same period last year. The transaction volume of imported furniture in the Chinese market has been increasing year by year. According to industry insiders, international high-end brands entering the Chinese market generally have good market influence and high-end consumer groups in the country of origin. It is reported that there are already 200 furniture brands entering the Chinese market in Europe. Not only that, but foreign furniture brands have also been increasingly assisted and promoted by the embassies of the country of origin in China. Jin Ying, director of Jiayingxuan, a domestic distributor of ArthurBrett brand in the United Kingdom, said: “It is also very difficult for furniture brands to hold promotion activities in the embassy. According to our understanding, the British Embassy only carried out activities such as Rolls-Royce and William Wesley.†Value of Chinese market consumption capacity Danish furniture brand FitzHansen has not yet entered the Chinese market, but is full of confidence in the Chinese market. Frederik, head of FitzHansen's brand, said that with the large-scale entry of foreign furniture brands into the Chinese market, China's current high-end furniture consumption capacity has a broad development scene. “Although the current market consumption is very small, I believe that the Chinese people’s consumption concept is gradually changing. This is definitely a potential market.†Jia Yingxuan’s director Jin An said that with the outbreak of the international financial crisis, international furniture brands began to value Consumption power in some countries in China, Russia, Arabia and South America. In the process, the brand shuffling of the high-end furniture market began slowly. “We have done business in real estate. We have also visited the high-end furniture brands in foreign countries for nearly ten years. We believe that the overall situation of the domestic furniture market will not affect the high-end furniture brands. On the contrary, I believe this is fine. According to Wang Ge, the manager of ultra-comfort international home public relations, most of the domestic consumption power of high-end furniture products comes from cutting-edge and high-end consumer groups. They have lived or studied abroad, advocating exquisite, low-key, especially "handmade" products, and even some consumers make their own overseas purchases. They are familiar with the products of these brands and become the main consumers of these “foreign goodsâ€. Jinan said: "Chinese consumers still lack consumer awareness in the high-end consumer sector. I have been exposed to many high-end consumers. Although there are tens of millions of luxury homes, the furniture in the interior is very general. With high-end foreign furniture. When the products enter, they begin to recognize and accept slowly. I believe that the Chinese people will cultivate consumption habits in this area and accept good things.†Domestic enterprises: pay attention to learning and learning for the entry of high-end furniture brands abroad, Zhu Changling said that although imported The amount is growing, but it is still a relatively niche market. “These high-end furniture brands are not well known to the public. Although the market is growing, in terms of consumption, there is a trend of differentiation with mass consumption. And the price of imported furniture is relatively high, although the transaction volume has increased, but the transaction volume It is far below this.†Mao Peng, manager of the International Purchasing Department of Baiqiang International, said that the top 100 international furniture halls have represented more than 20 international brands from Germany and Italy. In the process of cooperation with these high-end brands, In terms of product production and brand operation, we have seen many lessons. “The top foreign handmade furniture brands pay great attention to the craftsmanship and details in the production process, and they show their perfection in terms of details; in terms of brand operation, such as VI design, exhibition hall display, etc., they are doing very well. Perfect, it is indeed worth learning.†Industry analysis design and quality impressed Chinese consumers' foreign brands. The excellent design and superior quality of their products have become the key to impress consumers. In the interview, the reporter found that no matter whether the foreign high-end brand agents or distributors in China, or domestic furniture production brands, the design and technology of high-end foreign furniture products are full of praise. Mao Peng bluntly said: "Product design and research and development capabilities are the key to a company's growth. Many high-end furniture brands in foreign countries do not have a complete product design department, but cooperate with design firms or well-known designers to ensure first-class design. In the production process, in the use of materials, hardware use, detail grinding, are very detailed, to ensure the reliability of quality." China's furniture market has a relatively short history of development, and is in a period of rapid development, more emphasis on production and sales The atmosphere of rapid profitability in the overall market has become an important reason for high-end consumer groups to switch to foreign furniture products. Acting for the high cost of foreign furniture, Zhu Changling pointed out that the high cost of labor in foreign manufacturing industry has undoubtedly become a direct factor in the high price of foreign furniture products. In order to pursue high-quality design and crafts, these furniture have become "golden dolls" before entering the country. In addition, transportation costs, domestic tax expenses, and operating costs of local agents or distributors are also added to the product price. According to industry insiders, foreign furniture brands operate differently in China, some are single agents, and some are dealers. As an exclusive agent, you need to buy the brand and sell the brand in the country after the purchase. The cost of promotion in the country has also become a major factor in the formation of high prices. The industry's sound products must match Chinese consumer demand, FriisArne Petersen, the Danish ambassador to the People's Republic of China and the Mongolian ambassador at the Embassy of Denmark in China to promote FritzHansen, the purpose of the Chinese home industry to recognize its long history and excellence We also received positive feedback on our design capabilities. The Chinese market is a new and demanding market, but it is also very unique. If foreign brands want to successfully enter China, they must understand China's culture, history and trends, and choose products that match the needs of Chinese consumers. These brands also want Chinese consumers to be familiar with their brand stories and compare them to other brands. However, foreign design companies have also suffered from product attacks on plagiarism and intellectual property infringement in the Chinese market, which is also a matter of great concern to foreign brands. Insist on the direction of luxury furniture Liao Rongping, Henry Dai Beijing General Manager Henry Dai Furniture has always insisted on the direction of luxury goods, using the best materials to make the best furniture. At the same time, adhere to the ideological concept of Chinese and Western cultural exchanges, adopt the design idea of ​​“East Love West Rhymeâ€, and do a luxury with Chinese characteristics and world home style. This is the path of Henry Dai. China's upcoming high-end brand Mao Peng, the top 100 international home procurement department managers compared with foreign companies, the development of Chinese enterprises is still very short, and mostly private enterprises, the difference in management methods has become an important reason for the different development direction of enterprises. However, local companies are increasingly paying attention to design. At the Milan Furniture Fair in April this year, Chinese companies won awards. Under this trend, China's local high-end furniture brands are just around the corner.