What is the survival brand in high-end furniture?

Many factors in the high-end furniture cracks forced to retreat dealers

In many European and American countries, the furniture market is basically operated by furniture stores. The supply is provided by local wholesale companies or by brand furniture companies. However, no matter what brands and enterprises are stationed in other countries, they have to follow the local customs and observe the consumption habits of local consumers. Therefore, the methods and channels of some foreign furniture when entering China are generally conservative, and it is the first choice to enter high-end stores.

In this market, manufacturers and merchants continue to expand, diluting the profits of the industry, reducing the ability of dealers to profit, and the profit-making space. A dealer named Xu said to reporters that their income in the store is getting less and less. In many cases, the income is digested by the expensive rent of the store, and the position of the brand image store in the store cannot be chosen. The dealer is very wronged. Since the development of the times, the advantages and original intentions of entering the store have completely deteriorated. Originally, I wanted to use the store channel to promote sales. However, the excessive expansion speed and excessive density of many stores have led to a decline in the sales of the company's unit space. It can only be "expanded" with the store, which will increase the cost pressure of the company, a dealer complained to reporters.

What is the impact of high-end furniture brands in the era?

Under such a status quo, more and more high-end brands are gradually getting rid of the control of the store, taking the independent channel mode, Qumei Furniture, Dynasty Furniture, FFDM and other enterprises have already had their own independent brand stores, and the Shanghai-based Yazhen The store also operates very successfully. Aibao Furniture in Zhenning Road does not even open a shop every day, but it guarantees sufficient sales.

Is there any contradiction between the development of independent brand stores and follow-up chain home stores? Chen Jian, a public relations and project manager of a branded furniture that will open a brand independent store, said that independent stores can better reflect the high-end of “monopoly”. And the company can determine the image and location of the store itself, without being controlled by the store, and the self-built store often has a large area, which can more comprehensively display its products, so that consumers have more choices and help to improve the single pen. Sales. Although the high-end brand positioning makes them highly competitive in the market, they do not aim at the quantity themselves. Due to the cluster effect, the traffic generated in the JSWB has already cultivated a part of the customer group for them. It is necessary for a brand to open its own. Brand independent stores to further deepen their image.

Of course, the location of the store is also particularly important, not only to consider the passenger flow, but also to consider the spending power of the region. In addition, the reporter learned that after opening an independent store, a brand will sell some other high-end artworks that match it in addition to furniture. For the store in the store will disappear, Chen said that there is still a transition period, the store and independent channels will coexist for some time, the merchant does not have to decide to break the arm. In the domestic market, consumption habits cannot be changed immediately. Most people buy furniture or they will choose to enter the store. Therefore, it is safer to give up at both ends.

The business model of an independent store requires a lot of money and energy, and the risk is even greater. If the business is not successful, it is equal to burning money. Even if you survive in the store, it is safer than the other way. In addition, you can enjoy a lot of added value in cooperation with well-known home stores. The mutual benefit between the two is not the opening of an independent store.