China's cabinet industry has experienced rapid development for more than 20 years. Today, competition has entered a white-hot period. Where do Chinese cabinet brand companies go? After many years of understanding and research on the cabinet industry, and based on a series of parameters, the future development trend of China's cabinet industry is summarized and analyzed to provide a reference for the future decision-making of cabinet companies.
First, the cabinet branding operation trend China cabinet industry has experienced more than 20 years of development, in 2009 China has become a cabinet product production and sales power. However, despite the large number of domestic cabinet brands, no one company in the domestic cabinet market can occupy 8% of the market. The main reason is that the domestic cabinet brands lack brand appeal.
At present, there is no real leading brand in China's cabinet brands. However, from the comprehensive evaluation of design, service, and popularity, there are still a number of brands that are at the forefront of China's cabinet industry. Although the longest operating history of these brands is only a dozen years, their development in China's cabinet market is still rapid. After making product changes to brand power, they have laid a certain foundation in the cabinet industry.
Domestic brands want to imagine the same as the domestic home appliance industry, occupy a dominant position, and even hegemonic status, brand power is the key, brand operation is the only way. In recent years, especially from 2007 to 2009, the cabinet industry has seen many twists and turns, and many companies have begun to focus on brand promotion. "The brand power is the sales force" point of view, cabinet companies are slowly accepting. At present, some of the most representative brands in China have already taken the road of brand operation. The market influence and sales volume have increased rapidly, with remarkable results.
Second, the intensified trend of cabinet brand integration The Chinese cabinet industry experienced rapid growth from 2003 to 2007. Starting in 2007, with the rising prices of raw materials, financial turmoil and Other market turmoil, the cabinet industry began to turmoil, brand mergers and acquisitions, frequency of alliances Now.
With the development of the cabinet industry, it will inevitably undergo brand integration, especially since the financial crisis in 2008, the decline in domestic consumption power, the overall decline in exports, the cabinet industry bear the brunt of the domestic large number of export-oriented brands to make a rapid move Domestic, and many of these brands have a strong production scale and a certain amount of technical strength, the domestic market competition will inevitably intensify, "big fish eat small fish, small fish shrimp" has been inevitable, or acquisitions and acquisitions, or work together, The brand integration of the cabinet industry will inevitably intensify.
III. Product Diversification Trends Since the development of the cabinet industry, the diversification of the brand has always been a hot spot in the industry. One party insists on the path of professional development. “Because of the focus, professional,†“professional is the bestâ€. There are many examples of success, especially the many high-end brands abroad. They are not only specialized in producing professional products, but also are famous for their professionalism. However, one side advocates the diversification of the brand. Only by expanding the production line and expanding the product category can the capital accumulation and market share be quickly completed.
The development is indeterminate, and the right one is the best. For the time being, it is not right or wrong. As far as the development trend of the cabinet industry is concerned, the diversification of brands has become increasingly evident: some cabinet brands are involved in wardrobes and furniture; some electrical brands are involved in cabinets; and some brands, from professional kitchenware to cupboard.
Fourth, the diversification of the general trend of channel diversification is the only change in the world. This is a well-known saying. In the cabinet industry, the most recognized and the most highly recognized is the "channel is king", and the channel can be the world. Everyone knows nothing about it, and they are making big fuss about the channels and seeking ways to “changeâ€, lest they fall behind. The diversification of channels is a magic weapon for cabinet companies seeking change:
1. In terms of sales channels, online marketing and e-commerce have become a trend.
The advantages of e-commerce are obvious: With lower circulation costs, allowing consumers to obtain more benefits, in line with the modern consumer's life and buying habits, so network marketing, e-commerce are sought after by many cabinet brands. However, due to the higher requirements for the company's market organization capabilities, management capabilities, and popularity, not every company has the strength to get involved, but also become the ultimate goal of the cabinet companies.
The simple store sales, engineering channels, home improvement companies, designers, and other hidden channels, group purchase, collective procurement, and residential communities have been used by many companies and businesses. However, these sales channels often require dealers and physical storefronts to rely on, large costs, high management costs, and space is getting smaller and smaller.
2. In terms of distribution channels, channel sinking has become a trend.
From the earliest factory direct operation, to the regional general agent, to the provincial general agent, to the local agent, the channel is gradually flat, a strong cabinet brand, regional agency has emerged. In recent years, more cabinet brands have begun to put forward the concept of channel sinking and implemented them, embarking on the intensive cultivation of the market, and extending channels to county-level cities, counties, and large towns.
First, the cabinet branding operation trend China cabinet industry has experienced more than 20 years of development, in 2009 China has become a cabinet product production and sales power. However, despite the large number of domestic cabinet brands, no one company in the domestic cabinet market can occupy 8% of the market. The main reason is that the domestic cabinet brands lack brand appeal.
At present, there is no real leading brand in China's cabinet brands. However, from the comprehensive evaluation of design, service, and popularity, there are still a number of brands that are at the forefront of China's cabinet industry. Although the longest operating history of these brands is only a dozen years, their development in China's cabinet market is still rapid. After making product changes to brand power, they have laid a certain foundation in the cabinet industry.
Domestic brands want to imagine the same as the domestic home appliance industry, occupy a dominant position, and even hegemonic status, brand power is the key, brand operation is the only way. In recent years, especially from 2007 to 2009, the cabinet industry has seen many twists and turns, and many companies have begun to focus on brand promotion. "The brand power is the sales force" point of view, cabinet companies are slowly accepting. At present, some of the most representative brands in China have already taken the road of brand operation. The market influence and sales volume have increased rapidly, with remarkable results.
Second, the intensified trend of cabinet brand integration The Chinese cabinet industry experienced rapid growth from 2003 to 2007. Starting in 2007, with the rising prices of raw materials, financial turmoil and Other market turmoil, the cabinet industry began to turmoil, brand mergers and acquisitions, frequency of alliances Now.
With the development of the cabinet industry, it will inevitably undergo brand integration, especially since the financial crisis in 2008, the decline in domestic consumption power, the overall decline in exports, the cabinet industry bear the brunt of the domestic large number of export-oriented brands to make a rapid move Domestic, and many of these brands have a strong production scale and a certain amount of technical strength, the domestic market competition will inevitably intensify, "big fish eat small fish, small fish shrimp" has been inevitable, or acquisitions and acquisitions, or work together, The brand integration of the cabinet industry will inevitably intensify.
III. Product Diversification Trends Since the development of the cabinet industry, the diversification of the brand has always been a hot spot in the industry. One party insists on the path of professional development. “Because of the focus, professional,†“professional is the bestâ€. There are many examples of success, especially the many high-end brands abroad. They are not only specialized in producing professional products, but also are famous for their professionalism. However, one side advocates the diversification of the brand. Only by expanding the production line and expanding the product category can the capital accumulation and market share be quickly completed.
The development is indeterminate, and the right one is the best. For the time being, it is not right or wrong. As far as the development trend of the cabinet industry is concerned, the diversification of brands has become increasingly evident: some cabinet brands are involved in wardrobes and furniture; some electrical brands are involved in cabinets; and some brands, from professional kitchenware to cupboard.
Fourth, the diversification of the general trend of channel diversification is the only change in the world. This is a well-known saying. In the cabinet industry, the most recognized and the most highly recognized is the "channel is king", and the channel can be the world. Everyone knows nothing about it, and they are making big fuss about the channels and seeking ways to “changeâ€, lest they fall behind. The diversification of channels is a magic weapon for cabinet companies seeking change:
1. In terms of sales channels, online marketing and e-commerce have become a trend.
The advantages of e-commerce are obvious: With lower circulation costs, allowing consumers to obtain more benefits, in line with the modern consumer's life and buying habits, so network marketing, e-commerce are sought after by many cabinet brands. However, due to the higher requirements for the company's market organization capabilities, management capabilities, and popularity, not every company has the strength to get involved, but also become the ultimate goal of the cabinet companies.
The simple store sales, engineering channels, home improvement companies, designers, and other hidden channels, group purchase, collective procurement, and residential communities have been used by many companies and businesses. However, these sales channels often require dealers and physical storefronts to rely on, large costs, high management costs, and space is getting smaller and smaller.
2. In terms of distribution channels, channel sinking has become a trend.
From the earliest factory direct operation, to the regional general agent, to the provincial general agent, to the local agent, the channel is gradually flat, a strong cabinet brand, regional agency has emerged. In recent years, more cabinet brands have begun to put forward the concept of channel sinking and implemented them, embarking on the intensive cultivation of the market, and extending channels to county-level cities, counties, and large towns.
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