The cabinets on the cabinet market have their own characteristics and colorful colors. It is a good choice for consumers in this good season of decoration. But when you choose more, consumers will be more entangled. What kind of cabinet brand to choose is really a headache. One of the more worthy of reading is that many cabinet stores rely on the slogan of “foreign brandâ€, but they are actually domestic products.
The market is colorful and the styles are varied.
Autumn is a good season for decoration, and many families are brewing to decorate their own houses. The kitchen is the most important part of the modern home environment, and the selection of cabinets is particularly important. In August and September, the cabinet market entered the full-year sales booking season.
å‚æ´‹å, less innovation, more accessories, price chaos... Following the rapid turnover of the property market, product upgrades, the domestic cabinet market share is growing at a rate of 13% per year, and only more than 400 cabinet manufacturers in the provincial capital Taiyuan . In the process of rapid growth of the industry, the market chaos of the forests has made the choice of customers full of entanglement, and consumer safety risks are like alive. Visiting the large and small exhibition halls, seeing all kinds of cabinets, how do you choose the cabinets? Our reporters went deep into the provincial cabinet sales and processing market, interviewed industry veterans, let you know the traps of the business, and provide you with the most reliable information for choosing cabinets.
Full of foreign brands, it is actually domestic goods
Market visit
Even though things have been going on for two years, Ms. Wang, a provincial consumer, is still not happy to recall her experience of buying cabinets. "The year before, I participated in a group purchase activity in Taiyuan and I saw a cabinet named 'Milan Family'. During the event, the staff claimed that this is a famous brand from Italy, which is favored by high-end people. I am somewhat tempted. Ms. Wang worked in a company in Taiyuan High-tech Zone. On August 11, she recalled to reporters that the selection of panels, optional accessories, and size calculations cost a total of nearly 20,000 yuan. After prepaid the deposit, she gradually discovered that the brand and origin of the "Milan Family" had problems. “I went to the store and saw it. At the time, the words “famous brands from Italy†were hanging on the wall. The manufacturers set both Chinese and English on the website interface. However, when the 'English version' was opened, the website Automatically converted to Chinese interface.†Ms. Wang recalled that “building a world-class home brand†has become the goal of this cabinet company. The relevant staff said that the 'Milan Family' factory is located in Foshan, Guangdong, and the branch is located in Xindian Street, Taiyuan City. “I thought that this was a foreign brand, and the quality was guaranteed to be purchased. When I learned that the cabinets were produced in Taiyuan, I asked the production companies to issue Italian procedures, but the other party has not been able to provide them. I feel that I am fooled.†Ms. Wang Introduction, from the return of the refund, to the relevant departments to coordinate the investigation, he ran for more than half a month, and finally returned to the cabinet in full. "Under the supervision of the relevant departments, the brand of 'Milan Family' has since withdrawn from the market, but consumers must pay attention to the purchase of high-end cabinets," Ms. Wang said.
In fact, in recent years, from the "Ou Dian floor" to "Da Vinci furniture", a number of "foreign brands" have been exposed by the media. Now, is the provincial cabinet market, is the Chongyang wind weakening?
"Let's take a look at this cabinet. This cabinet is from Germany. The biggest highlight is the edge banding, all of which are made of German brands. The quality is guaranteed." On August 11th, at the Home Expo Center in Xinghua Street, the reporter used custom cabinets as Name, made a visit. In the cabinet area of ​​the elevator, the staff introduced this.
“What brand is this cabinet in Germany?†In response to such problems, the staff changed their minds. I just said that the brand and technology originated in Germany and the production is in China. The reason why I push Germany is to emphasize the quality of cabinets.
Subsequently, the reporter entered another cabinet exhibition area. "Our products have been certified by the California Air Resources Board and monitored by the Japanese Industrial Standards Testing Agency. You can choose it," the staff said. "Where are your cabinet manufacturers, can you go to the field?" The staff explained, "It should be in the country, I am new, and where I am, I have to ask."
At the intersection of Binhe West Road and Shengliqiao, the German Wood Group has a few words that are particularly eye-catching. Entering the store, the clerk immediately greeted the marketing attack: "Our cabinets are cooperating with German companies, with local prices and world quality." But when asked about the product accessories, the staff said: "There is a cabinet part plate from Germany. Imported, the rest are produced locally in Taiyuan.†The staff explained that many customers like the foreign brands in the cabinet industry, many cabinet factories are playing foreign brands, we are also 'following the flow'...
Ms. Wang, who has been engaged in cabinet sales for 13 years, said that more than 90% of the world's furniture and cabinet production comes from China. Consumers' enthusiasm for foreign brands stems from the distrust of the quality of domestic products. To satisfy the consumer's psychology, like other building materials, cabinet brands also have the problem of foreign names.
“Now, domestic well-known brands are gradually realizing the importance of brand management, and they are beginning to focus on shaping their brand image and highlighting the identity of 'national character'.†Ms. Wang said that when consumers buy cabinets, they focus on comparing product quality and cost performance. Regardless of the brand name, the consumer can know the origin of the product from the factory name indicated on the contract. In addition, the current production and processing of goods is in the era of “global villagesâ€. Many of the accessories used in a cabinet are foreign brands, but some of them are processed in China and some in other countries.
Many products are similar, and innovation is rare.
Market visit
For a long time, furniture companies have imitated plagiarism in the home industry, which has become a secret rule. The brand plagiarism has become a trend in the home furnishing industry, and the appearance of the product has become the hardest hit area for plagiarism. The reporter visited and found that many cabinet stores in the provincial capital, many cabinet styles "liked to know each other", some companies spend a lot of manpower and financial resources when designing corporate image and cabinet style, but they were quickly copied by other companies.
Wang Lifeng, who has been engaged in cabinet production in Taiyuan for more than 7 years, is currently engaged in cabinet processing in the Liuliu Industrial Park in Wanbailin District, Taiyuan City. "Cabinet can be divided into a flat-shaped cabinet, L-shaped cabinet, or can be divided into European style according to design style, simple European, modern, Chinese and other categories, can also be divided into stainless steel, composite waterproof board, moisture-proof board, particle board, etc. Wang Lifeng introduced that the cabinet industry is usually calculated according to Yanmi. 1 Yanmi is an extension meter, which is a special unit in the cabinet industry. The materials used are different, the equipment and the cabinet materials are different, and the charges are different. “Taiyuan has more than 400 cabinet manufacturers, and there are really few product designers. There are not many.†Wang Lifeng revealed that some cabinet manufacturers will definitely participate in major domestic and foreign home exhibitions. Because I arrived at the exhibition site, I got the overall appearance of the new product by taking pictures, purchasing samples, etc. After I came back, I could organize the workers to split the samples and carry out batch imitation. Some cabinet manufacturers will make subtle differences in certain details and finally ship them to various stores for sale. “Everyone’s style is almost the same. If you want to win customers, what do you rely on? Some companies will play the idea of ​​foreign brands or foreign brands.†In the production workshop, Wang Lifeng picked up a cupboard board and told reporters that this is also the cabinet board. In this workshop, the ex-factory price is 40 yuan per piece. If the cabinet board is the product of the Beijing cabinet company, it will become 80 yuan. If it is a shipment from a Guangzhou factory, it will become 120 yuan per piece. If he is a foreign brand or a Sino-foreign joint venture cabinet brand, each piece may become 240 yuan. In order to make profits, some manufacturers reduce their expenses, do not hire designers, but use their brains in foreign brands.
There are also some companies that are selling long-term development for the immediate benefit. Some manufacturers hold the idea of ​​short-term operation and good harvest, and do not spend much effort on product development, quality control, economies of scale, and sales services. As a result, the industry is at a low level of repeated construction, and products, technologies, and markets are faltering. Enterprises often change brands, this brand has more consumer disputes, and will be replaced by a new brand next year, and another address will be reopened.
Industry reminder
The sales mode of the low-end cabinet market in the provincial city is from the customer to the store to visit the sample cabinet, the store customizes the processing according to the customer's needs; and the high-end cabinet market begins to customize the route, the manufacturer will according to the customer's home improvement plan and style, after visiting the customer's home, first Design the cabinet processing drawings and discuss the order with the customer.
“More than 90% of the cabinet brands have not hired professional designers. The master who is responsible for measuring the size and installing the cabinets is not only a salesman, but also a designer, or a supervisor of the customer cabinet production.†Mr. Guo believes that if the customer’s kitchen The area is not large, and the standard cabinets provided by the manufacturer's unified design can satisfy the demand.
If the house where the customer lives is a villa or kitchen with a large area and special needs for the appearance and function of the cabinet, it is best to have a well-known brand equipped with a professional cabinet designer, and the overall design of the kitchen decoration is designed by a professional designer. The construction plan combines the functions and beauty of the kitchen perfectly, so that the family who are happy to cook can fully enjoy the cooking time.
Fulike Houseware&Gifts Co.,Ltd. , https://www.cnfulike.com