In recent years, with the deepening of China's reform and opening up, the number of middle class has increased dramatically, and people have different views on the quality of life. In the face of the increasingly large cabinets and wardrobe market, the competition between well-known foreign cabinet wardrobe brands and local brands in China will also intensify. Faced with the "big invasion" of international brands, wardrobe enterprises have come to the time when the wardrobe and cabinets are "loose". It is true that with the "relaxation" of wardrobes and cabinets, what kind of collision will occur between cabinet companies and wardrobe enterprises? Where is the road to local wardrobe enterprises?
How to develop international brands to invade local wardrobes
Imported wardrobes and domestic wardrobes gradually reduce the price advantage
In the past, imported wardrobes have been difficult to get rid of the embarrassing situation of 'satisfaction and not screaming'. The main reason is that the price is high and it is difficult for consumers to accept it. However, in recent years, with the continuous deepening of China's reform and opening up, the number of middle class has increased sharply, high-end consumer groups have emerged, and the market for imported wardrobes is expanding.
It is understood that in the recent period, the continuous growth of the RMB exchange rate has driven the decline of import tariffs, which is beneficial to the large-scale "invasion" of foreign wardrobe brands. Coupled with the continuous growth of China's prices, the substantial increase in labor costs, and the growth of related raw material prices, Lu Dingji, has brought considerable pressure on China's wardrobe enterprises, some of which have to raise prices slightly to adapt to market changes.
In contrast, the price advantage of domestic wardrobes is gradually weakening, and the price advantage of foreign brands has improved to some extent.
It takes time to close the wardrobe and cabinet
Although the wardrobe and cabinet "loose" seems to be imperative, but under the current low-carbon economy, under the watchful eye of the international wardrobe enterprises, it will take time for the wardrobe and cabinet to "relax".
The main reason is that the cabinet brand has a long history and the market is stable. It has formed its own set of operation modes and has successful sales channels. The loosened wardrobe needs a longer adaptation period and a larger investment in the early stage. Look, the price/performance ratio of investment is not optimistic. Moreover, although China has a considerable number of middle-level and even high-level consumer groups, overall, the consumer concept of wardrobe consumers is not mature enough.
How do local brands survive?
In the face of domestic enterprises have grown stronger 17173, foreign brands have aggressively "invaded" such a market situation, Sichuan's local wardrobe enterprises are also seeking their own production rules, according to industry veterans, in the brand competition into the heat now, local brands should :
1. Identify your target group. Different companies have different consumer groups and serve their own consumers.
2, not limited to the region, take the road of national procurement integration. This spirit of not sticking to oneself and boldly 'going out' makes some local brands stand taller than international brands.
3, for the brand map to the world, establish national characteristics. For example, some major domestic brands have set up R&D departments one after another, constantly upgrading their scale and enhancing their competitiveness.
4. Increase talent input, research and develop core technologies, and pursue their own brand characteristics. Apply for a patent and seek policy protection.
In the eyes of the industry, after nearly two years of efforts, some domestic wardrobe brands have been able to compete with some international brands. In terms of product quality, style, technology application and humanized design, it has its own irreplaceable important position.
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