The export of furniture industry to domestic sales tornado hit a big selling point
Household products exported to domestic sales "little tornado" hit Which products in the home furnishing industry are actively blowing a small tornado from export to domestic sales? According to the investigation, it was found that furniture bears the brunt, followed by ceramic sanitary ware, floor tiles and other building materials are also eager to try. In this regard, Yang Jianwei, general manager of Fuyi Furnishing Beijing, which has been producing for the first-line furniture brands in the United States, said that for now, they are only seizing a certain market share, and it is difficult to say whether they can form a strong competitiveness. However, under the pressure of exports, the high profits of domestic sales are increasingly showing great appeal, and will continue to attract foreign trade companies to occupy this area. According to people in the furniture industry: "The profit of orders for 500 million yuan sold abroad is often not as good as the orders of 50 million domestic ones." Therefore, some foreign trade companies have even turned their strategies into successful domestic sales. However, it has not always been a matter of changing the shipping address to strictly follow the international technical standards for foreign design drawings, do the foreign trade enterprises accustomed to OEM according to the order, switch to the domestic market, and transform domestic enterprises. The concept of a factory is different from that of an enterprise. Most foreign trade enterprises are closer to the role of "manufacturer" in business. However, no matter how large or small an enterprise is, it should be "all five organs." The manufacturing system is indeed the foundation. The logistics system, R & D system, and service system are the vitality of the company's sustainable development. For many years, export-oriented foreign trade enterprises have degraded their ability to use brand marketing, market operations and other necessary domestic weapons. Therefore, most of the household products exported to domestic sales are now among the common household stores, or some specialize in export to domestic sales. Stores, such as Guangzhou ’s Huangshi Furniture Plaza and several stores with foreign trade brand platter, rarely sell in their own terminal stores. In this case, in order to quickly seize market share, export-to-domestic products are often "sold below the factory price", or the introduction of various low-cost packages, but attracted a lot of attention. In an American furniture foreign trade tail order warehouse called "Home Box", three American brands are grouped together and sold at a low price. Compared with other American furniture brands on the market, the average price is more than double. "Focus on the development of domestic sales, exports follow the flow." Is export furniture dominant or inferior to domestic furniture? So, what is the current status of exported furniture in the domestic market? Compared with domestic furniture, what kind of competitive advantage do they have? It is recognized that the quality of exported products is good. As a "manufacturer" of foreign companies, foreign trade companies have been producing under strict international quality standards for a long time. No matter the products themselves or production habits, they have rigor that is difficult for domestic companies to follow in the short term. At the same time, they are also the masters of working on international high-end design drawings all the year round. The latest international craftsmanship is also near the water tower, which is almost representative of the advanced productivity in the industry. In terms of price, due to factors such as export tax rebates and other factors, the cost of foreign trade products has been relatively reduced; and it has the advantage of almost no backlog in quantitative production, making it more daring to discount sales. In short, the advantages of export furniture seem to be very prominent. However, the position of the domestic sales terminal has many flaws in its "nanny" background, which has caused many problems. For example, the lack of congenital brand building results in low recognition and low consumer trust; long-term manufacturing of drawings, product development capabilities are not strong, and excessive reliance on foreign creativity; the domestic market research work is missing when transferring to domestic sales , The sales positioning is not clear; and the gaps in the mature logistics system and after-sales system. The original design of furniture style is the most important In terms of design, the most commendable "pure European and American design" cannot be a complete advantage. For example, in terms of shape design and ergonomics, the level of European and American furniture is relatively high. However, there is a difference between the Chinese's physique and physique and the Europeans and Americans, which results in some products with high ergonomic design content that are not suitable for the Chinese to use, and the specifications of traditional European and American-style products are relative to the Chinese's height and indoor space Slightly larger, resulting in a greatly reduced comfort. Most consumers said that when they are not sure whether a certain export furniture is really a reputable and cost-effective "brand", they would rather pay a slightly higher price to buy a product with a brand in their mind, "because I There is no judging standard, "one consumer said. It shows that consumers who have a strong interest in exporters are mostly of the "style control" type. They said that what they like is the design of exported furniture. "European and American styles are more like that, so the cost performance is really high. Ah. "It can be seen that, due to the heavy preference for style, this part of consumers tend to be willing to believe in the real existence of the" price advantage ". As the saying goes, every other line is like a mountain, and the designer ’s eye-catching design differences often encounter blind treatment in front of consumers. Consumers do not have much time and energy to identify, nor do they have a wealth of expertise for identification. Whether the "European and American style" is pure or not is really not a corporate killer. In the new round of competition brought about by the quiet rise of export-to-domestic products, it is the winning way for furniture companies to truly launch attractive original "designs" . 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