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High-end furniture market demand, large imported brand furniture is booming nationwide
Recently, the domestic market has not reduced the heat of imported furniture brands. Domestic enterprises have increasingly increased the number of agents for imported furniture brands, and some large-scale stores have begun to introduce European and American imported furniture brands to expand the sales area of ​​European and American furniture brands. According to industry insiders, the imported furniture market has the potential to be tapped in the future, but the rush to the situation will inevitably lead to a new round of elimination and shuffling. Beijing frequently imports furniture on December 1st, Beijing Chengwai International·International Pavilion announced that it will open in May 2014. In the Beijing International Outer International Pavilion, which has an investment of more than 200 million yuan and covers an area of ​​about 50,000 square meters, the imported furniture brand will occupy about a quarter of the entire floor. Liu Changhe, chairman of Chengwai Chengjia Plaza, said: "With the constant changes in consumer trends, people's demand for high standards of brand and quality is becoming more and more clear. Chengwai Cheng and Huari have seen the huge potential of the market. The establishment of the Foreign International Pavilion is a 'homeopathic'." The reporter learned that in addition to the big moves in the home store, many imported furniture also frequently opened specialty stores, and imported furniture agents also accelerated the pace of brand agents. In October, Poltrona Frau and CASSINO, the two brands of the Italian Poltrona Frau Group, also settled in the home of the family. Poltrona Frau said it will actively develop its development strategy in China. In 2014, at least one brand will cover 12-18 cities in China. Liu Wanyou, general manager of Blue Morning Home Jewelry Co., Ltd. said that the blue morning morning introduced two international furniture brands, TONON and Duvivier, in Beijing. In May next year, the French national treasure furniture brand new store will be opened in the home of the family. Yan Yizhen, manager of the cross-border marketing department, said that cross-border this year introduced a number of imported furniture brands including the Italian brand BAXTER and the Spanish design brand BD Barcelona. The introduction of top brands was due to the popularity of luxury lifestyles in China. In September, Klass Home introduced the British royal brand VI-SPRING; on December 12th, Klass Home will cooperate with Bentley Home to launch the Bentley Home Asia launching ceremony. For the frequent appearance of imported furniture brands in China, some insiders said that the sluggish international furniture market has made many foreign brands aim at China's huge consumer market and the rising consumption power of the Chinese market. The value-added of imported furniture is high, and the price of imported furniture is high. It costs several times or even ten times more than domestically produced furniture to buy imported furniture. Many consumers value the "added value" behind these brands and products. These added value include master's design, top environmentally friendly raw materials, top-of-the-line manufacturing processes and tightly controlled product quality and service. Yan Yizhen said that for high-end furniture brands, consumers recognize the standards of furniture production and environment, especially the European standards for more stringent requirements of furniture, these are the most valuable part of the product. In addition, the high added value of some imported brands is reflected in its design. The reporter learned that in the new round of the battle for imported furniture to seize the Chinese market, "service" has become another magic weapon for the public brands to appeal to domestic consumers. The high-end imported furniture store decoration gives consumers a more comfortable experience. Liu Wanyou, the general manager of Blue Morning, said that the brand will require the stability of the shopping guides, and the agent is required to regularly send the shopping guides to the local training, including the requirements for the delivery and installation of the staff and the local training. For some human damage after consumers purchase furniture, the brand has had an unconditional return. The demand for imported furniture is high. In the past two years, due to the slowdown in exports, the rising cost of labor and the shortage of energy, and the shortage of energy, the Chinese furniture market has entered a difficult situation of slow growth, but the imported furniture market is heating up. This is related to China. Huge consumer demand is closely related. Wang Dawei, chairman of the Klass Home Group, said that the imported furniture market has maintained a high level of vitality in recent years, which indicates that consumers have a diversified and higher quality demand for home. Chinese consumers' awareness of household consumption is constantly improving, and foreign brands have also seen China's huge market demand and have opened up the Chinese market. At the same time, huge market demand has led many stores to see the market prospects of imported furniture sales, and have opened imported furniture monopoly or international furniture museums. For the store, the introduction of international imported furniture brands is also a way to break the market situation of domestic furniture products with high homogenization and low consumer experience, and is forced to seek market transformation and seek ways to change business methods. ■Tips to recognize the “orthodox†import furniture cross-border marketing manager Yan Yizhen said that it is necessary to recognize the true “bloodliness†of imported furniture. Many "foreign brands" are not really pure imported furniture products. They are certified abroad, and there are still many domestic OEM and production brands. At the same time, it is not expensive to import brands. Italian native furniture also has many unknown small brands, including counterfeiting and plagiarism. Therefore, before buying an imported brand, you must have a certain understanding of the brand. After-sales clauses need to be carefully signed for the after-sales problems of imported brands, many agents have said that because of the long distance, most problems after leaving the factory will be borne by the agents. Many agencies have their own timelines and rules for warranty and maintenance. Consumers should also consult with the agent for the repair process after the furniture is used, and sign the terms of service. (Source: Beijing News)