Affected by the property market policy, although the signs of recovery in the home market are not obvious, it has quickly contributed to the polarization of the cabinet industry. It is understood that at present, there are no less than 100 cabinet brands in the Beijing market. Among them, there are countless small workshop-style cabinet brands around the city.
Judging from the market performance since 2012, the cabinet industry in Beijing is forming the "28" rule, with 20% of brands occupying 80% of the market, and this is also an important basis for people to choose cabinet brands.
The cabinet brand operation is seriously polarized
Since the beginning of 2012, affected by the continued tightening of upstream real estate control policies, the home furnishing industry has been in a state of continued downturn. Many companies have experienced declines in sales, weak operations, and worrying prospects. Among them, the overall market performance of the cabinet industry in the first quarter fell by 15% -20%. Some old Beijing cabinet brands, such as Tengbaojia, Lonsen, and Shanjia, are in a state of slowing sales growth or stagnation. They obviously feel that "the days are sad", but the foreign legions represented by the European faction have suddenly emerged. Growth momentum against the trend.
According to the latest sales data of Oppai cabinets, the sales of Oppai in the Beijing market increased by 32% year-on-year from February to April 2012, and the "May Day" small holiday also reached 29%.
It is reported that in the Beijing cabinet market, a brand of Oupai occupies almost 30% of the market. In many mainstream home stores, Oupai has always been at the top of the sales rankings, and even ranks the sales of the three brands of second, third, and fourth. The sum of is difficult to match. This has also exacerbated the serious polarization of the cabinet brand's operating conditions.
Good quality support cabinet wins good reputation
At the end of last year, there was a fall of a Beijing brand cabinet, which fell off the wall where the cabinet was installed and fell apart, almost hurting people. This incident reflects the worrying quality of some cabinet brands. Without good quality, it can only be beautiful for a while, and it will soon be abandoned by people.
As a typical representative of contrarian growth, the reason why the European cabinets can achieve enviable performance is inseparable from the strict quality control of their products. According to industry sources, there has always been an unhealthy trend in the cabinet industry. The samples in the exhibition hall are quite beautiful and the quality is very good, but the products that are really sold to consumers are cut corners and made indiscriminately.
"This kind of phenomenon will never occur in European cabinets. Whether we put the samples or the products sold to customers, they are all produced on the same assembly line, or even made by the same worker." According to Beijing Oupai Yao Gang, deputy general manager of Cabinet Co., Ltd., introduced that the European cabinet first laid the foundation for the good quality of the product from the selection of materials. Whether it is a large countertop or small hardware, the European brand chose to use imported brands, German Bailong hinge, Heidi Si hardware, etc., is the standard configuration of the European cabinet.
In addition, Oupai's production equipment is imported from Germany, and German professional designers are invited to optimize the entire production line to ensure that it is synchronized with the international production level and guarantees the quality of the products from the process.
Industry recommendations
Buying cabinets should be the preferred brand
In the business field, the "28" rule is emphasized, that is, 20% of the brands occupy 80% of the market share. The cabinet industry is particularly evident in the overall downturn in the home market.
It is understood that in the mainstream home furnishing stores in Beijing, there are dozens of cabinet brands alone. In small markets around Beijing, there are even more than 100 kinds of miscellaneous cabinets. Faced with so many cabinet brands, how should consumers choose? Industry experts suggest that choosing cabinets should not only choose to save money and choose miscellaneous brands, but should choose brands with market influence to ensure product quality.
"A real brand is to carefully control every link of pre-sales, sales, and after-sales, and tolerate no flaws." Yao Gang, deputy general manager of Beijing Oupai Cabinet Co., Ltd. told reporters that Oupai attaches great importance to consumption Sincere service.
Zhang Chuanxi, secretary general of the National Chamber of Commerce and Industry's Furniture Decoration Industry Chamber of Commerce, said, "The brand has withstood market tests and is built on word of mouth. It focuses on quality, cares about reputation, strengthens services, and is trustworthy. Even if the price is not so cheap, it is worthwhile. "
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