Even in the first half of 2010, the furniture industry was hit by various uncertain factors such as tightening real estate policies and rising furniture raw materials. Dongguan International Famous Furniture Fair, Guangzhou International Furniture Fair and Shanghai China International Furniture Fair ended in a lively noise. . It is different from the spring exhibition that focuses on the launch of new annual products. In the autumn exhibition, exhibitors are more focused on making appearances and attracting attention, so as to make a reserve for the next spring exhibition. At the Furniture Fair in September, although people in the industry were not moving as much as before, there were body paintings between art and pornography, the recently popular Expo mascot "Haibao" in the whole country, and Guangdong in March. On-site marketing activities such as the "real-life sculpture" and other eye-catching products at the Big Furniture Fair are still popular. In addition, the reporter noticed at the scene that some furniture brand booths that happened to have the same name as foreign luxury brands also received considerable attention. Whether the quality of the furniture was superior or the visitors "brand-name control" was the cause, which was guided by the furniture company's cottage strategy. To, it is worth exploring.
With the rapid development of the economy in recent years, the standard of living of Chinese people has been continuously improved. It is just a matter of getting close to international standards. One of the important indicators is that people are increasingly crazy about the pursuit of international luxury brands. In the first- and second-tier cities in China, it is not uncommon for white-collar workers to own LV and GUCCI bags, but now people are pursuing international brands not only for wearing them, but also for home use, they also hope to "connect with the international" and "brand control" mentality It became obvious.
The reporter walked around the booth of "Chanel" and asked several relevant shopping guides. When asked about the product, the shopping guide introduced it very hard, but when asked whether this brand and the international "Chanel" are their own, The shopping guide was overwhelmed and passed by.
Although the Chinese translation and the English name of the brand are the same as those of international luxury brands, comparing the VI designs of the two can't see the obvious difference. These furniture brands are only interested in having the same name as luxury brands!
Furniture market "foreign famous brand" flooded consumer consumption needs to be improved
In recent years, furniture companies have sprung up like slabs and solid woods; modern and classic; modern, simple and fashionable, classic luxury and elegant, etc. Various types of furniture have flooded the market. Mostly named after the foreign. Wandering around various furniture exhibitions, Divanni, Armani, Sophie Marceau, Hilton and other "foreign names" can be seen everywhere. People who don't know it is a furniture exhibition may think that they have missed the high fashion exhibition. It is reported that this kind of foreign brand furniture not only has a high price, but also sells products at the same level. It can be seen that consumers are rushing to foreign brands, and the phenomenon of Chinese "brand control" is evident.
"Chanel" and "Givenchy" who couldn't distinguish between serious and fake appeared at the furniture exhibition. From the perspective of consumers, seeing these branded furniture with international luxury brands really attract people's attention, they wanted to go in for the first time. After all, I don't want to explore it for the first time.
In this regard, some people in the industry believe that many furniture takes the foreign name, even the name of the internationally renowned luxury brand is actually a "sugar style" behavior, borrowing from the hype of the luxury brand, and in terms of materials, craftsmanship and design. Ordinary domestically produced European-style furniture is not much different, and it is difficult to compare with real luxury brands.
According to statistics, in 2009 China's total luxury consumption was US $ 9.4 billion, with a global share of 27.5%, and it surpassed the US for the first time to become the world's second largest luxury consumer, after Japan. In other words, with the continuous improvement of China's overall economic level and the rapid growth of GDP, the popularity of luxury goods in the Chinese market continues to increase.
Some people in the industry believe that as these luxury goods mature, China's elite people will gradually transition from paying attention to brand-name apparel and pursuing top-class famous car watches to tasting good wine, driving yachts, driving private jets, and even focusing on furniture. The stage of collocation.
More and more high-end consumers are willing to invest more energy and funds in furniture, so the entire furniture luxury market is currently in a period of rapid growth, and market demand will be greater and greater, so the furniture market appears to be named luxury The phenomenon is not surprising. Of course, the method of using cottage brands can really attract attention, but is it desirable for a furniture brand that wants to develop and grow? It is really debatable!
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