China is a global furniture production and export country. In 2006, China's total furniture export value surpassed Italy for the first time and became the world's largest furniture export country. In 2010, China's furniture export volume reached 33.7 billion US dollars. The amount of furniture imported from China has also increased year after year. Data from the China Furniture Association shows that in the first half of 2011, China's total furniture imports have reached nearly US $ 1 billion, maintaining rapid growth for two consecutive years. After the issues of counterfeit production of Da Vinci furniture and unqualified product quality were exposed by CCTV, there were many discussions about the origin and consumption of foreign brand furniture.
Scanning the Chinese furniture industry, we found Da Vinci Home and fake "foreign" island, it is just the tip of the iceberg of the chaotic Chinese furniture industry. Behind the high-priced furniture, there are many "foreign" brands made in China. Those inexplicable but fashionable foreign names are just the "foreign skin" of domestic furniture.
All eyes are "foreign" brand
Walk around a large furniture store. The brand names of most of the furniture stores that come into your eyes are combined with letters, some are Pinyin full spelling, and some are abbreviations composed of the initials of Pinyin, or if they are next to each other. I can't understand a few Chinese written at all. In addition to foreign names, the slogans or posters posted by various businesses also show their distinguished identities. "Feel the original Italian design" "Aristocratic life, originated in Europe" "British leisure classic". More than half of the furniture of these foreign brands claim to have European and American origin, Italy, Britain, the United States, Germany and other countries.
The local brand furniture is covered with a layer of "foreign" leather, which is easy to be misunderstood as imported furniture. With its high price, consumers often pay too much attention to the "one-sided words" of sales staff when buying. What consumers see in the exhibition hall are the unpacked and installed furniture, the packaging and the identification labels on the packaging, which can only be seen when the goods are received after the purchase, which also virtually increases the risk of purchase.
In fact, the chaotic phenomenon of genuine and fake foreign brands in the furniture industry has a long history: false labeling, false publicity, gold-plated foreign brands, disorganized distribution, and authorized OEM labeling have also been rampant in the furniture industry. The author heard a distributor say that the domestic "export-to-domestic" products under the banner of imports can be said to account for more than 95% of the current imported furniture, mostly produced by foundries in Guangdong. For example, the same set of sofas is marked with a local brand, the price is about 8,000 yuan; if it is marked with Chinese and foreign assets, the price is about 20,000 yuan; if it is marked with American production, the price will rise to 70,000 to 80,000 yuan, if Made in Italy is more expensive.
These so-called "foreign" brand furniture are known as "imported" solid wood furniture , pure wood furniture , pure solid wood furniture, and many are veneer furniture that use large core boards as the main raw material. However, at the beginning of this year, the market inspection of relevant departments in Zhejiang found that the passing rate of the furniture test for the nominal "solid wood furniture" was zero. The reason why many manufacturers dare to take advantage of the world and damage consumers' interests is mainly because the sale of leather furniture under the signboard of solid wood has doubled the profit, and some profits can be as high as several hundred percent. The profit of all solid wood furniture is not high, only 15% to 30%.
Why are they all "foreign" brands
The root cause is really to be investigated. In home stores such as Red Star Macalline, Ou Yada, Jinhaima and so on, there are not many furniture brands from abroad. Most furniture brands are domestically produced, but most of these furniture brands play the role of "foreign". The name, saying that the raw materials come from foreign wood, uses advanced foreign design, at first glance it is considered an imported brand, but its manufacturing site is in China.
So why did they all have a "foreign" name, all called "foreign" brands? In order to cater to the tastes of consumers, to enhance the quality and value of the brand, and to achieve the purpose of increasing sales.
Today, most consumers are blindly superstitious about foreign-brand furniture: First, genuine foreign-brand furniture is indeed better than Chinese local brands in terms of product quality and after-sales service, especially the industrial level of some countries is indeed at the international leading level. , Very attractive to consumers.
Second, due to the lack of brand marketing strategies, Chinese local brands, in addition to fighting price wars every day, do not exert enough effort on the product and service levels, making consumers think that local brands are far better than foreign brands in terms of grade. Third, Chinese consumers have always had the psyche of admiring foreigners and foreigners, thinking that owning a "foreign" brand is a symbol of high-quality life. In fact, consumers do not know that many "foreign" brands are not really "foreign", but only on the surface "foreign": on the one hand, through OEM production to reduce costs as much as possible, on the other hand, by shaping the international brand image High prices cater to consumers, and ultimately make huge profits.
It only costs a few thousand yuan to register a home furnishing company in Hong Kong, China or other countries or regions. Whether it is a foreign investment or a joint venture, it is eligible to purchase production materials abroad. The ratio of imports can be arbitrarily selected, while external Pure imported furniture. Many "high-end" "foreign" furniture brands follow this route.
In addition, some so-called "foreign" brand furniture also like to give foreign names to domestic wood, confusing the material name. If the domestic rosewood is said to be African rosewood, it makes consumers feel that the materials used are very advanced (to be honest, there are not many consumers who really know the goods), in fact, the two materials are completely different. Some people use hand-knocking, sniffing and other methods to distinguish, which is useful for those with rough workmanship, and is difficult to distinguish for those with fine workmanship. Moreover, those invisible places use chipboard or density board, and the visible main frame, doors and drawers are made of solid wood.
Moreover, in the furniture 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 furniture industry. For example, at present, the domestic furniture industry has no uniform standard for the duration and scope of after-sales maintenance, and the after-sales service of various brands is uneven. In recent years, the furniture industry has been "honorably listed" on the complaint ranking list. This is also one of the factors driving consumers to trust the "foreign" brand.
Who is the real "foreign" brand
There are many doorways in "foreign" brand furniture. There are both fake "foreign" brands and real "foreign" brands. It's just that in the "foreign group", there are really fewer "foreign" brands, more fake "foreign" brands, and at the same time there are a lot of semi-authentic "foreign" brands. Unfortunately, because most consumers lack furniture knowledge, it is impossible to tell which "foreign" brand is true and which is fake.
The author here defines the true and false "foreign" brand for the time being: the so-called true "foreign" brand, that is, operated by foreign brand owners, or developing their own agents in China, is directly supplied by the manufacturer; the so-called semi-true A semi-fake "foreign" brand is a domestic furniture manufacturer that spends money to buy a license for the "foreign" brand from abroad, so that its own furniture products have a "foreign" name; and those fake "foreign" brands There are two types of brands: one is that a local Chinese company spends several thousand yuan to register a trademark overseas, but the furniture product is produced in China, but it is sold in the country as the "foreign" brand; the other is a fake "foreign" The brand is that domestic manufacturers directly imitate foreign brands and exist in a way that infringes on foreign brands 'patent rights and consumers' right to know.
So, how can consumers identify these genuine and fake "foreign" brands?
Since the Chinese furniture industry is still in a period of strategic chaos, the industry has a low degree of self-discipline, and the lack of industry supervision, the author cannot give consumers an accurate method of identification. But I can share the feelings of the real "foreign" brand I have contacted. I have contacted a Japanese furniture company and two American furniture companies, and provided them with marketing consulting services for two years. During this period, the author found that the practice of these real "foreign" brand furniture is very different from the practice of fake "foreign" brands.
First of all, these genuine "foreign" brand furniture are not "high-price" brands in price, and may not necessarily be "expensive" brands, and even their price is "low", even consumers do not believe that they are really "foreign" "Brand.
Why is there such a phenomenon? Because the operators of these genuine "foreign" brands are not native Chinese, they do not understand the buying habits of Chinese consumers (like to bargain), so they mark the real price (the price is as much as they buy), the result is not only The competition lost to Chinese counterparts, but because they did not satisfy the consumer's sense of achievement, they were regarded by consumers as a fake "foreign" brand. Therefore, "foreign" brand furniture that is never discounted or bargained and sold for as much as the price is one of the conditions for consumers to judge their authenticity;
Secondly, these genuine "foreign" brand furniture rarely advertise themselves as "foreign" brands. Because they know that they are of genuine "foreign" origin, they are also worried that Chinese consumers regard them as "foreigners", and that Chinese consumers say that they do not understand the needs of the Chinese and refuse to buy, so they always try to promote them. Understand the needs of Chinese consumers. Their products are designed and manufactured according to Chinese human body characteristics and living habits. Some of these genuine “foreign†furniture are manufactured abroad, and some are domestic, but they prefer to emphasize that they have established factories in China in order to meet the needs of Chinese consumers. Consumers are assured of their service. This is obviously different from those fake "foreign" brands that emphasize the foreign manufacturing of products.
In addition, the factories of these genuine "foreign" brands in China are different from the fake "foreign" brands that prohibit outsiders from entering the production workshop. The production process is transparent, and the workshop is also open to the outside world. Visitors can shoot at will. On the contrary, the product exhibition halls opened by the fake "foreign" brands have become the targets of the real "foreign" brands. If there is no invitation, and accompanied by special personnel, no outsiders can enter the exhibition hall of real "foreign" brand furniture, and it is forbidden to take pictures at will in the factory exhibition hall of real "foreign" brand furniture.
Finally, give consumers a little advice: buying furniture is not "foreign" brand only. In fact, the true and false "foreign" brand does not matter, the key is the quality of the product. To clearly describe the type of furniture in the purchase, please specify the name of the main and auxiliary materials, and indicate which type of furniture you are buying, whether it is "all solid wood furniture", "solid wood veneer furniture" or "pure solid wood furniture ", It is best to clearly indicate the furniture price, color and style. Obtain a formal invoice when purchasing a product. Once you find that the furniture is not "real", you can always take out evidence to protect your rights.
Conclusion
With the improvement of social informatization, the information becomes more symmetrical, consumers' furniture knowledge is more abundant, and the industry competition is becoming more and more fierce. Many companies that once relied on high prices for profit have lost the profit-seeking space and slowly returned to normal. Come to your business.
In addition, as integrated sales reduce logistics costs, the flattened network sales system eliminates price increases. Compared with most of the domestic brands that seek agents for sales, some international home furnishing brands will take a model of establishing subsidiaries for direct operation in order to establish a more stable root in the Chinese market. Agents, provincial distributors and other intermediate links increase prices, allowing consumers to get more direct benefits.
We have reason to believe that the large-scale global production, global sales network and simplification of the local sales system are ready, and the simplification of the sales system saves the complicated link of multi-level agents, whether it is domestic furniture or The price of imported furniture will gradually be close to the people, and the mature and standardized Chinese furniture market will soon come. Those black-hearted manufacturers who disregard the interests of consumers, use industry loopholes, scramble the law with the law, or even know the law to break the law for production and sales will also be eliminated from the market and punished by relevant regulatory authorities.
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