Since the cabinets entered China, the merchants have given the title of overall kitchen. In fact, most of the whole kitchens mentioned at that time still stayed in the "whole cabinet". The whole cabinet refers to a cabinet combination composed of cabinets and kitchen functional appliances. The overall kitchen is characterized by the combination of cabinets and operation tables, kitchen appliances and various functional components, and in accordance with the consumer ’s kitchen structure, area, and individual needs of family members, through the overall configuration, overall design, overall Construction, and finally form a complete set of products. Not every business has its own expertise. For example, Haier and Shuaikang were born as home appliances, but the cabinets are also quite famous. However, many merchants have found powerful partners for themselves.
Representative events: Dongfang Bangtai Cabinets and Siemens Appliances held the "Complete Kitchen Solution Release Conference" and Dongfang Bangtai's first hotel group purchase meeting.
The collaboration of the two brands has undoubtedly brought a lot of benefits to consumers. After all, they are big brands with good reputation. This is not 1 + 1 = 2. Their joint is undoubtedly a icing on the cake. The first and most important point: the sales channel plays a supplementary role; then, the product line is extended.
There are also some brand combinations, but due to the disparity in each other's levels, instead of achieving the expected effect of enhancing sales, it has an impact on the long-term development of both parties.
Some big brands adopt OEM to produce kitchen appliances, but consumers are not happy, but feel that they are deceived. Or it is cooperation without division of labor. After the whole cabinet is sold, due to problems with electrical products, consumers do not know who to seek for rights protection, often find the media, and finally leave the impression of loopholes in after-sales service.
Whole kitchen and real estate jointly develop fine decoration
With the tilt of the national policy in 2008, fine decoration has become the main trend of home improvement in the future. The resulting huge market value has also attracted the attention of the cabinet industry, and some companies are also eager to try to prepare a slice of soup.
To welcome the arrival of the "Fine Decoration Year", how to throw "hydrangea" to the developers is the primary problem facing the cabinet enterprises. This requires the overall specification of the cabinet industry, the strict self-discipline of each cabinet enterprise, and the improvement of the overall quality of cabinet products And competitiveness. Mou Yong, Secretary-General of the Kitchen and Bathroom Chamber of Commerce of the Beijing Municipal Federation of Industry and Commerce, said: "In the face of the huge market and the various problems that currently exist, the exploration of the marketing model of the cabinet industry will continue.
Representative events are: Vanke and Haier signed a strategic cooperation agreement for a comprehensive home solution
The design concept of home appliances integrated by Haier, the comprehensive and perfect business operation platform coincides with the "comprehensive home solution" proposed by Vanke. This time, the strategic cooperation between Vanke and Haier will focus on formulating cost-effective home furnishing solutions for different customers, improving the added value of decoration, and truly achieving the optimal combination of effect, quality, and cost. The powerful combination of the real estate and home appliance industries will create a new era of real estate development and promote the comprehensive upgrade of urban settlements.
Seeking a store to join forces or have different dreams
Store sales are one of the main traditional models in the cabinet industry. But as a "siege" of the cabinet industry, big brands hesitated and small brands swarmed. However, due to the characteristics of customization, time-consuming and long capital chain of cabinet products, cabinet manufacturers are struggling to cope with capital turnover. In addition, coupled with the strong position of the store and the gradual involvement of the store in the cabinet industry, it has become exclusive to other cabinet brands in the store, so the relationship between the store and the supplier is subtle and conflicts are triggered.
Representative events: the Yabai incident, Han Li's house and other 4 cabinet merchants and Bianju's payment dispute, Sanyo delisted from Suning
Channels are king, and many brands want to enter the lending market to promote their own development. But the store's default "zero supply agreement" and settlement method make people dilemma. In addition, in recent years, costs have risen, competition between stores has become fierce, and city development battles are on the verge. New chain stores are opened almost every week. Despite the increase in costs, it is inevitable for listed companies like Suning Gome to continually increase their profits and continuously increase the rental fees and other expenses. So after Gree left automatically many years ago, the self-operated channel became the brand of the most specialty stores in China today, and Sanyo withdrew from Suning's market. But if Sanyo leaves due to the inconsistency between cost and sales, will it become a bad model. The merciless aspect of the store will not let them become a joint store of several isolated brands, and then lose the advantage of many brand choices.
The development of town virgin land brands
Towns have always been a place where local brands are working hard to develop. Due to the large area and dense population, but the lack of information, many small brands have made a lot of money.
Representative event: kitchen appliances go to the countryside
"The country's rural population of more than 800 million people and more than 210 million households, accounting for 67.6% of the total number of Chinese households, has huge potential in the home appliance market." Huo Dufang, chairman of the China Household Electrical Appliances Association, said, "If home appliances go to the countryside", if it can be rolled out across the country, This year's county- and township-based household electrical appliances market capacity is expected to reach more than 230 billion yuan.
At the end of 2007, the Ministry of Finance and the Ministry of Commerce jointly issued a document from December 2007 to May 2008 to carry out pilot projects of fiscal subsidies for “home appliances going to the countryside†in Sichuan, Henan and Shandong provinces. Local farmers only need to purchase the brands and models that have won the bid All household electrical appliances can receive a subsidy of 13% of the selling price from the state finance through direct subsidy. Including 36 models of refrigerators, color TVs and mobile phones. The subsidy "13%" is exactly the proportion of export tax rebate. Most of the winning brands are concentrated in Haier, Xinfei, Hisense, Changhong, Konka, Aucma and other top-ranking companies in their respective fields. Among foreign brands, only one Samsung product is shortlisted.
Developing specialty products to profit from niche products
Relative to big brands taking the group route, uniting strong rivals and constantly developing new areas, SMEs have also taken advantage of small boats to turn their heads, actively follow the trend, and lead the trend.
Representative event: Merchants specializing in the production of solid wood cabinets, custom-made special cabinets
In 2008, although the price of cabinets has been rising, solid wood cabinets in Beijing, Shanghai, Guangzhou and other places have become popular and gradually become a trend. The market share of solid wood cabinets in these cities has increased from less than 5% three years ago to more than 30% now. This phenomenon has attracted the attention of many small and medium-sized cabinet companies, and more energy has been turned to solid wood cabinets. The research on the details of design, material selection, and color use has begun to increase.
This year's market has seen some cabinets designed specifically for specific groups of people, taking the path of customized cabinets. Such as "Marriage Cabinet": the audience is designated as the new couple who are about to get married or just married. Its design style is simple and practical, while incorporating warmth, romance and other elements, the positioning is very accurate. And the target group is the one who needs the cabinet most. In fact, if it can become the "first choice" brand in a specific group of people, it is also very advantageous. As the battle shifts, each specific group of people will automatically convert to form a new purchasing power, and small brands that have experienced high-quality customized services for them are undoubtedly their first choice.
Market competition is becoming fiercer and fiercer, and companies are increasingly focusing on the power of channels. At present, China's cabinet industry marketing channels are mainly in the form of stores, self-operated stores, online marketing, franchise agents and experience centers. However, with the gradual development of the market and the continuous changes in the situation, a single model can no longer meet the needs of businesses, and the pursuit of the most suitable route is fundamental. Mou Yong, Secretary-General of the Kitchen and Bathroom Chamber of Commerce of the Beijing Municipal Federation of Industry and Commerce, said: "In the face of the huge market and the various problems that currently exist, the exploration of the marketing model of the cabinet industry will continue.
As the so-called narrow road meets the brave to win! In today's Chinese cabinet industry, facing the turmoil caused by the national standard, the market slump, and the continuous growth of CPI. If we do not carry out channel changes or marketing strategy adjustments, our cabinet enterprises will face an extremely serious test, and die without change. The fact is that it is so cruel. As a member of the cabinet industry, we sincerely hope that the cabinet market will develop benignly. To apply Ma Yun's famous quote: Today is cruel, tomorrow is cruel, the day after tomorrow is beautiful, but the vast majority of people die tomorrow night. There will always be a few who can see the acquired sun!
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