In recent years, with the continuous improvement of living standards of Chinese people, their consumption concept has also slowly caught up with that of developed European countries. Customized furniture such as integrated cabinets and wardrobes are increasingly accepted by consumers. As a sunrise industry in the building materials industry, integrated cabinets and wardrobes have attracted the attention of big companies in home appliances, furniture franchises, sanitary wares and other industries due to its huge profit margin! According to what I learned from within the circle, in 2012, in the Pearl River Delta region alone, more than 30 big names in the building materials industry will try their hands in the customized furniture industry.
As we all know, customized furniture is different from the previous products’ “what you see is what you get” sales model due to the special nature of tailor-made products, and relatively speaking, there is a rather big profit margin! The origin of customized furniture in China can be traced back to the mid-1990s. For instance, Oppein started in 1994, then in this period, Kangjie and Bolloney in the north, Oppein and Debao in the south, WoLe, ZhiBang, Golden, Haiger instant hot water faucets etc. in East China, these enterprises sprouted and rose like mushrooms after rain. Integrated wardrobes are about 5-8 years later than kitchen cabinets. Currently, Sofya was only established in 2003. Up to today, for integrated kitchen cabinets, 18 years have passed, integrated wardrobes have nearly 10 years, but currently on the market and within the industry, there are still only a few enterprises that develop well, which fully shows that this industry is quite complicated. A slight carelessness may result in choking on some muddy water, and even worse, being drowned and sinking.
As far as I know, some big companies that have already entered the customized furniture industry do not operate very ideally, one of the reasons is that they haven't figured out the product! Standards are chaotic, and there are even problems with the standard configuration modules of the sample rooms in exclusive stores, it's no wonder mistakes happen! Some even want to become big fat cats right from the start, and just like mature enterprises in the industry, launch a variety of colors of decoration materials and a certain number of standard cabinet series etc. at the beginning. They are too optimistic about their operation of entering the market, which often leads to "indigestion" and franchisees' complaints! It's undesirable to fight a messy battle right from the start! If big companies crossing over from other industries want to have a beautiful opening success in this industry, they must have their own distinctive flagship products! Therefore, product development must keep up! Mature enterprises have their mature models, although we who are just starting out may be big companies in a certain field, we definitely cannot compare in this aspect! Especially regarding store design, this is an important part of franchising, the effect of store design will directly affect brand image and terminal sales results, so efforts must be made in this part! At this time, we should refer to the excellent showroom designs of outstanding enterprises in this industry, many years of accumulation and precipitation are not without reason! Meanwhile, store design should be standardized and templated to maintain a unified brand image and consistency!
Compared with existing enterprises in the customized furniture industry, big companies crossing over from other industries generally have high brand awareness, which is the biggest advantage! Since there is an advantage, the maximum advantage must be played! From the past development of the customized furniture industry, during the early stage, that is, the stage of national site selection and land grabbing, in order to survive, the threshold is generally low, any merchant who wants to do it is allowed to do it, this is a necessary stage of brand development, then when the network points are almost complete, intensive cultivation begins, and adjustment and optimization starts. Looking at the entire customized furniture industry, from quantitative change to qualitative change, Louis Obo and others actually began to fully explode around 2006, and the adjusted quality franchisees began to enter the harvest period!
Big companies crossing over from other industries can rely on their advantage in fame to quickly pass through this stage and directly select quality merchants for franchising, greatly shortening the harvest period! Because it's like farming, we use "high-efficiency fertilizer"! In any industry, the resources of big brands are limited and unique, so we must have sufficient confidence to bring in the desired quality business circles!
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