In recent years, the vigorous domestic home market has attracted the attention of imported home furnishing brands. Imported brands have established extensive channels in the country, or entered large stores, or cooperated with large agency companies, or opened brand flagship stores. Unlike the traditional understanding of the price of imported products, many imported household products seem to be very affordable.
Imported homes can also be parity
A set of "3 + 2 + 1" original imported leather sofas from American furniture brand ASHLEY, with a price tag of 19,000 yuan, even cheaper than products from many countries. It's not uncommon to see such a situation. Nowadays, people are increasingly discovering that many foreign home furnishing brands appear frequently, but their prices are no longer out of reach.
Unlike those luxury household products that cost hundreds of thousands of yuan and millions of dollars, many imported brands have become new choices for many people with their approachable prices. During the interview, the reporter learned that some of these cheap imported brands are scattered in the mid-to-high-end home furnishing stores, and are mixed with high-end domestic brands for sales, while some are represented by large home furnishing manufacturers in China and open flagship stores.
In addition to abundant purchase locations, the categories covered by affordable imported household products are also becoming more diversified. The furniture category includes brands such as Hooker, Riverdede, Xiatu, M & D, and the building materials category includes such products as Spanish Roca Sanitary Ware, German GROHE faucet shower, Italian bee tiles, and Danish Moran flooring. In the field of children's furniture, imported brands such as Danish Fleisha Furniture, Spain's Ikas mattresses, and Taiwan's CommScope lift tables and chairs have also won the favor of many parents.
Targeting mid- to high-end consumer groups
According to the survey, the target consumer groups targeted by many affordable import brands are generally at the mid-end and above levels. Wang Lanping, general manager of the Super Comfort International Home Furnishing Channel Department, acting for more than 30 imported furniture brands, said that after importing imported brands, the store maintained its consistent position in the country of origin. Raise its positioning and raise its selling price ". For example, Ashley furniture is positioned at the mid-end in the United States. After the introduction of domestic products, the costs of logistics and tariffs are still added, and it can still meet the purchasing power of most mid-end consumers. At the same time, due to the advantages of mass purchasing, agents can get products at a lower price, so they can give back to consumers at a lower price.
Brand leaders such as Italian Bee Tiles, Swedish Lejia Sanitary Ware, and Spanish Ekas Mattress also said that they are mainly aimed at middle-to-high-end people with mature consumer concepts, strong brand awareness, and pursuit of quality of life.
Although compared with luxury brands, the price of many imported household products is more rational, but still higher than most well-known domestic brands. In this regard, Han Yi of Dan Moran Flooring China also said that the imported household products circulation process includes transportation (sea, air and inland transportation), tariffs and other links, so the cost is higher than domestic brands.
In addition, international brands have very strict controls on the selection of raw materials, processing techniques, design patents and other links, so their products often pay more attention to details, service life and brand reputation. "It is better to say that the price of imported household products is higher than that of its price."
â– Market visit
Imported brands can provide "customs declaration"
On July 2nd, I went to the Red Star Macalline East Fourth Ring Shopping Center and the Shilihe Store of the Actual Home and found that most of the imported brands here are adjacent to the domestic high-end brands. In imported brand stores, the shopping guide can clearly inform consumers that the selected product is completely original imported, or imported raw materials, domestic processing and assembly. In terms of price, taking a full leather sofa with 1 + 2 + 3 seats as an example, the price of domestic brands is from 20,000 to 60,000 yuan, and the import brands are more than 40,000 yuan.
In the exhibition hall of the Spanish Ikas children's mattress, the reporter saw that the price of the mattress in the store was mostly between 5,000 yuan and 50,000 yuan. The shopping guide told reporters that the products were imported from Spain. When the reporter asked how to prove that the product was imported, the shopping guide said that for the mattress sold, Ekas will provide a customs declaration for the container where the product was imported, and each mattress is accompanied by a Bar code, "It is equivalent to an ID card, you can enter the code online after you go home, you can know the ins and outs of this mattress."
On July 3, in the Super Comfort International Home Nest flagship store, the shopping guide said that the store currently displays more than ten imported brand products, and many products are still being shipped to China. The first floor of the exhibition area mainly displays mid-range and mid-to-high-end products such as Ashley, Hooker and Riverside, while high-end and some luxury brands are displayed on the second floor or above. The price tag of each product is marked with its brand name, place of origin, model and other information.
â– Parity analysis
Globally set up factories to reduce operating costs
The bulk purchase of agents obtains the advantage of low price and the flat sales system saves the price increase
By establishing factories and warehouses in areas near rich raw material bases or in countries with relatively low labor resources, imported home brands can be purchased and employed nearby, and the rapid logistics system can also reduce corporate costs. For example, although the sofa products sold by the sub-brand diitions of the Natuzzi Group are imported from Italy, their products are stitched at a factory in Shanghai and supplied to the Asia-Pacific region. Therefore, the production and transportation costs have been greatly reduced, and the price is close to the people.
The bulk purchase of agents obtains the advantage of low price
Most international brands accept bulk orders in their home countries, so they also prefer bulk purchasing agents after entering the Chinese market. Agents can get a relatively low purchase price by virtue of the bulk advantage. In order to complete the scheduled sales, listed companies such as Ashley and Hooker often reduce the profit margin to increase sales, so the price of people is possible.
Flat sales system eliminates price increase
Compared with most domestic brands seeking agents for sales, some international home furnishing brands will take the model of establishing subsidiaries for direct sales in order to establish a more stable root in the Chinese market. In this way, intermediate links such as national distributors and provincial distributors can be eliminated, and consumers can get more direct benefits.
â– Industry statement
Rational pricing promotes the healthy development of the industry
â— Wang Lanping, General Manager of Super Comfort International Home Furnishing Channel Department
In the home furnishing 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 industry.
As the level of social informatization has increased, the spread of information has become more symmetrical and the prices of imported household products have become more transparent. In addition, the increasingly fierce competition in the industry has also made many companies that once relied on high prices to make huge profits lose their profit-seeking space.
After we import imported brands, we will price them according to their domestic price system and maintain their original positioning. It is hoped that through long-term adherence to this rational pricing strategy, the price system of imported brands in the home furnishing industry will be driven down, so that the industry will achieve healthy development.
After the home furnishing brands have gone through the waves, the operation and operation are standardized, and the market pricing is more rational and transparent. The order of the domestic home furnishing industry has yet to be established and perfected, and home furnishing companies should truly provide consumers with affordable prices.
Integrated sales reduce logistics costs
â— Han Yi, General Manager of Moran Flooring China
Imported furniture can achieve the price close to the people, mainly relying on large-scale global integrated production, global sales network and simplified local sales system to achieve. Globally integrated production can take materials from the place where raw materials are produced and process them in labor-intensive areas. The integrated sales network also greatly reduces logistics costs. The simplification of the sales system eliminates the complicated link of multi-level agents, so that it is possible to make imported furniture at a price close to the people.
For all imported home furnishing brands, first-tier cities such as Beijing and Shanghai are indisputable places for military strategists. In Beijing, the market share of imported high-end furniture and building materials is still relatively small, but the competition is fierce. We look forward to more foreign brands benefiting more consumers with higher cost performance, making luxury taste no longer a distant dream.
â– Consumers say
"Can the quality be maintained?"
â— Sheng Jun, 35 years old, lawyer
When I was studying in the United States, I was very interested in furniture sold locally. After returning to China, I saw that although there are many imported brands sold in China, almost all of them have doubled in value. It has been renovated recently, and when I visit the home store, I find that many imported brands have also dropped their bodies. We ordinary people can afford to save a little money, and they can get it when they jump up.
However, although some brands are from Europe and the United States, the place of origin is Southeast Asia, or the domestic factories in Zhejiang and Guangdong. The price has come down. I do n’t know if the quality will maintain the consistent level.
Recently, Da Vinci's two exhibitions in Shanghai and Beijing have once again attracted people's attention to the field of high-end imported furniture. Imported top furniture is stunning with its unique design, finely crafted craftsmanship and undisguised luxury. At the same time, its high price and rapid mass entry are also noticeable.
High-end imported furniture market grows
In recent years, China's high-end imported furniture consumption field has been showing rapid growth.
Wang Peng, deputy manager of the international business department of North Fourth Ring Store, said that the purchasing power of luxury goods in China is constantly increasing, and the potential of the high-end imported furniture market is also being played. More and more foreign high-end furniture brands have also accelerated the pace of entry.
In the past year or two, high-end furniture brands have entered Beijing quickly. In 2010, the “Home Respect†of the international high-end imported home furnishing museum was officially opened. It gathered nearly 400 international top brands from 15 countries including the United States, Italy, France, etc. In October of the same year, the American high-end imported furniture was The main flagship store of Chanel's Livable is settled in North Fourth Ring ...
Industry insiders said that China's high-end imported furniture market is an emerging market, but foreign high-end brands believe that the Chinese consumers' knowledge and cultural qualities have reached the European level and have the purchasing power and conditions. They are optimistic about the market development space, and will actively cooperate with local home furnishing stores to seize market share.
Returnees and young affluent crowds are buying new forces
The imported furniture market ten years ago was not as hot as it is today. Han Xue, marketing manager of Beijing Fengyide Industry and Trade Co., Ltd., said that the aesthetic level of domestic consumers is currently improving. High-end furniture is no longer exclusive to a few people, but has more target audiences.
Wan Hualong, general manager of Beijing Chenxiu Investment Co., Ltd., also believes that at present, the consumer group of high-end imported furniture is expanding. In addition to the traditional elites in various fields, returnees have also become one of the important purchasing powers.
The high-end imported furniture market is in high demand, which has spawned many places to buy high-end imported furniture, such as Oriental Xintiandi, Financial Street Shopping Center, and the Pan-CBD area itself are high-end business districts, and the surrounding consumer groups are mostly young and wealthy people. Imported furniture stores are settled here, which not only can demonstrate the identity of imported brands, but also have a relatively concentrated target audience.
â– Market visit
Customer precision, high average value
Recently, the reporter visited the COFCO Plaza, a high-end imported furniture old center in Beijing, the Financial Street shopping mall in the newly-purchased place, as well as the stores and independent stores such as the North Fourth Ring House, the Nordic style, FFDD exquisite home furnishing and Chanel Livable.
In the COFCO Plaza store, high-end imported furniture is mainly concentrated on the second and third floors. Although the brand is not as rich as before, the passenger flow is not very large, but it still has a group of loyal supporters. Consumers who come to buy will basically place orders to buy ; The clerk will give consumers the space they choose, and they will answer questions when they are asked, but most of them will give the brochures to consumers to understand.
Brands from emerging places are gathering, and the average single value is higher. For example, there is no parking space at the door of the home of the actual home on Saturday afternoon; the store staff is relatively enthusiastic and the explanation is detailed.
â– "Luxury" analysis
Strong heritage of culture from generation to generation
The high price of imported furniture has always been a concern for consumers. Foreign labor costs are higher than domestic ones. Transportation costs, factory costs and tariffs are all factors, but mainly because high-end brands are mostly "hereditary". Starting from the ancestors, with the meticulous transformation and development from generation to generation, a profound historical culture and humanistic feelings have been deposited.
Master design unique enjoyment
In addition to materials, handicrafts and other reasons, big-name design is also one of the factors that make imported homes worthwhile. The unique design includes the concept and spirit of the designer and the brand. Even if imitated, it can only look like, not like, such a product can bring unique enjoyment to consumers.
Brand highlights culture
In addition to its own quality, high-end imported furniture products are selling a culture. For example, the first piece of work of the first furniture company in Italy after the war was collected by many foreign museums, and its value rose immediately; it came from the hands of famous masters and has withstood the test of time and history. With the precipitation of historical culture, the price is also natural Stay high. Moreover, just like Hermes in the apparel industry, there are also prominent brands in the furniture industry. These brands can show their identities and highlight different social statuses, so the price is high.
â– Industry statement
High-end imported home purchasing power still exists
â— Wang Peng, Deputy Manager of International Business Department of North Fourth Ring Store
The high-end imported home furnishing market is not greatly affected by the national housing control policy. The policy is to crack down on some investors who are hoarding their houses. The real purchasing power still exists. And our family respects mid-to-high-end consumers, including mid-end consumers with potential purchasing power. They may not buy a whole set of multiple products at one time, but slowly add a chair and a table. In fact, Increased the durability of the purchase. Last year our sales were close to 400 million. In the first four months of this year, our sales were nearly 160 million. It is expected that the situation will be better in the second half of the year. Many international brands are also optimistic about the concentration of home brands in the brand stores, the strong atmosphere of home consumption, and the large number of people, so they choose to enter the store to expand the popularity of imported brands and give full play to the brand's joint effect.
â– Link
"Da Vinci" targets young wealthy people
After displaying the design trends of the Milan Furniture Fair at "From Milan to Shanghai-2011 Da Vinci Italian Home Furnishing Spring and Summer Exhibition", on July 1, Da Vinci Home Furnishing continued for 10 days from "Milan to Beijing- The 2011 Italian Home Furnishing Fair also kicked off.
In addition to bringing together the big-name home furnishing brands from Europe and the United States and presenting the latest home design trends at the Milan Furniture Fair, the exhibition also showed that the senior custom designer Maurizio and Cerruti (Selodi Home Furnishing) cooperated for the Da Vinci Asian market Designed works. The exhibition also attracted more young people to participate, showing the current attention of young affluent people to high-end home luxury goods.
Daxinqi Home Director Huang Zhixin said that young affluent people such as Chinese IT entrepreneurs and the literary and art circles are on the rise. They like home products with a modern design sense and are willing to pay for classics. They have a desire to consume top brands.
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