China's rapid development of the economy, the development of the furniture industry is increasingly favored by everyone. Especially with custom furniture as the main breakthrough, the overall wardrobe industry has also sprung up with the development of custom furniture! However, this foreign product is imported from abroad to China. The development of the foreign overall wardrobe industry is much ahead of the domestic market. Now the domestic market prospects Broad, foreign brands have also entered the Chinese market to divide food. How do local OEMs respond to the outstanding encirclement?
Everyone has a feeling that foreign brands are relatively high-end and the price is relatively expensive. The same is true for the whole wardrobe. Foreign brands are more expensive than domestic brands when they first come in, which is why foreign brands are not good when they enter the Chinese market. However, with the improvement of China's economic development and consumption level, there are many middle-class people, high-end consumers have emerged, although the price of imported wardrobes has not dropped much, but more and more people can afford this consumer price.
While the domestic RMB exchange rate has continued to grow, the foreign wardrobe brand has been reduced in disguise to enter China's finished products and prices. The domestic wardrobe brand is facing the continuous increase of prices, the rise of artificial products, high raw material prices and other factors, the operating costs of the domestic overall wardrobe enterprises. It is getting higher and higher. In order to protect themselves, the price of domestic wardrobes has increased to varying degrees, and some products are getting closer to the price of foreign brands. In the case of similar prices, the price advantage of the domestic overall wardrobe industry has gradually weakened, but instead formed a price comparison to allow consumers to choose more space.
How to deal with changes
First, the market is subdivided again, clearing its target market, and cultivating it. What kind of enterprises, what kind of products are sold to what kind of consumer groups, and cater to consumer demand is the most important strategy.
Second, resource integration. Local enterprises have many disadvantages compared with foreign companies, but local enterprises are always consumers with a lot of water, better understand the local consumers' habits, consumption habits, and wider personal connections, and the production area is close to the consumer market, transportation costs. Inferior, as long as these resources are integrated and utilized together, the strengths and weaknesses can be avoided.
Third, take the customized route mode of the whole house furniture. The differentiation strategy is an important strategy for us to break through now. If foreign brands make the wardrobe so mature, then we are either more mature than they are, or provide more optimized products that they do not have. The commonality of pan-home products and panel furniture allows custom-made products to extend from the wardrobe to the living room, kitchen (kitchen decoration renderings) and other spaces, and take the custom route of the whole house furniture, making it easier for consumers to purchase furniture and more convenient. The product style, more concise after-sales service, is completely different from foreign products.
Fourth, build corporate culture and improve service quality. What we have to do is that we must have the price advantage and the high cost performance of the products of the same quality as the high-end brands. We must highlight our service advantages compared to the brands of the same grade. This is to promote the improvement of service quality from the internal culture construction of enterprises, and vigorously develop corporate culture and service culture.
5. Innovation is the key. Without innovation, and without letting innovation form its own core competitiveness, China's overall wardrobe enterprises can never exceed foreign brands. The domestic overall wardrobe brand must put innovation in the strategic height of the enterprise, so that innovation can maximize the productivity before the enterprise can continue to advance.
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