The wardrobe industry enters the era of brand fight, the old and new enterprises have a "occupation" trick

The overall wardrobe , as a sub-sector of the furniture sector, is quietly emerging. With more and more companies joining the camp, the silence has been broken, showing a fierce brand fight. According to the investigation by the reporter, the wardrobe enterprises such as Sophia, Aigue, Ou Pai and Aiya will start from the aspects of intelligence, original design and service, and the competition will not occupy the top spot before the white-hot stage.

Potential business opportunities attract companies

On July 8th, the 14th Guangzhou Construction Expo , which was held for four days, kicked off in the expectation of everyone, furniture, cabinets, floor materials, sanitary ware, hardware, etc. Many regular visitors of the exhibition looked familiarly at the front. All of this, I walked through a beautifully decorated exhibition area. However, as they stepped into the overall wardrobe area, their footsteps began to slow down. “There are a lot more new businesses, and the scale has improved greatly compared with previous years!”

The eyes of regular customers are keen. In this session of the Expo, in the exhibition area of ​​320,000 square meters, the area of ​​the wardrobe exhibition area has expanded to 45,000 square meters. In addition to the old brands such as Hao Laike and Sofia, there are also many new faces. There are more exhibitors, and the area of ​​the exhibition area naturally needs to increase. "We are participating in the Expo for the second time. The booth area for the first time is more than 100 square meters. The booth area is nearly 300 square meters." Xie Xuyi, general manager of Ai Yige wardrobe said.

At the exhibition, there are many companies with a growing booth area such as Ai Yige. The reason for summing up one is that the company's scale and strength are constantly increasing, and the days are better. In the words of Xie Xuyi, "As long as there are good days, even the 600 square meters booth we dare to take." His idea is similar to Tang Bin, chairman of the Marg wardrobe. According to him, the previous annual growth rate of 50% is normal. This year, due to the impact of the property market, the growth rate is not as good as in previous years. 30% or 40% or so, it is still happy compared to other industries. “This industry is getting more and more lively.”

The industry is getting more and more lively, and it has nothing to do with the development prospects of the industry itself and the huge potential business opportunities. According to statistics, due to the late development of the industry, the overall wardrobe ownership rate in urban households in China is less than 19%, which means that 81% of households need to purchase wardrobes. Such a tempting piece of cake is enough to attract any business to join in.

New and old companies have a "occupation" trick

Different from the stage of competition, such as furniture, flooring, cabinets, etc., the wardrobe industry has been in a state of harmony for everyone for a long time because of the small number of production enterprises. However, this situation has changed in the past one or two years. The main reason is that the industry is constantly influx of new enterprises, and the eater is increasing. The old brands have to waver to defend their market position. Surprisingly attracting consumers, the game atmosphere of the whole industry is getting stronger and the original tranquility is completely broken.

Intelligence is a powerful weapon for both sides of the game. "Compared with domestic and foreign counterparts, the upside is still on the product, and in the future we will develop in the direction of technology and intelligence." Liu Zeqin, general manager of the marketing department of Ou Pai Wardrobe. Chen Zhiyuan, general manager of Aiya Wardrobe Marketing, said that smart wardrobes will be launched in March next year. Maybe you can use the iPhone to control the doors of your home and pick the clothes you want.

Original design is another secret weapon. “The original innovative products have greatly promoted the sales of terminals. We emphasize that we don’t copy any brands. We will launch new products every two quarters every year. Now we have invited Italian designers to be consultants and give us fashion-oriented design solutions.” According to Jin Liwei, President of Global Operations of Rauka Wardrobe, Lauka proposed the concept of “six-force drive” this year. “Six-force” means productivity, product strength, image power, training, service and marketing power. "To build a brand all-round, to provide consumers with cost-effective products.

Doing a good job is an important experience that has been tried and tested. "Customized wardrobes have a common topic of misunderstanding, and service is a good way to make up. Now the most painful thing for consumers is that the company has faults and leaks while the service is not timely." Tang Bin pointed out that Marg first had to put his own The products are done well, and the service is made faster on this basis, so the consumers are already satisfied.

The wardrobe industry enters the era of brand fight

Which kind of competitive means has achieved significant results? Which brand of wardrobe products is the most favored? The answer currently left to the wardrobe business is probably only the word "waiting", but only wait for the market to test. However, the new and old brands have shown the trend of fighting, and have been understood by many people in the industry, that this is the inevitable way of the development of the industry.

“People in the IT industry know a kind of Moore's Law, that is, every 18 months, the product will undergo a big upgrade, and the price of the original product will drop by half. This shows that the IT industry is innovating fast and competing. The degree is fierce.” At the “Second China Wardrobe Culture Development Forum” held during the Guangzhou Construction Expo, Zhang Chuanxi, executive president and secretary general of the National Federation of Industry and Commerce Furniture and Decoration Industry, pointed out that the wardrobe industry is also the same every three years. There will be a big increase in this industry, and the intensity of competition in this industry can be imagined. "In such an environment, everyone has to work hard to succeed, and every entrepreneur can feel the pressure."

Xin Fumin, chairman of the cabinet of Shi Nieman, said that as the parties flocked into the overall wardrobe industry, the wardrobe industry was fought and the quality of the industry changed. Many former impetuous enterprises gradually settled down to the overall wardrobe. The connotation of the connotation is deep, this is a phenomenon. Wang Wei, general manager of Sophia's wardrobe, who participated in the fourth exhibition, believes that a large number of enterprises have entered the wardrobe industry across the border, which proves that this industry has great potential for development.

Wang Wei analyzed that at present, the wardrobe enterprises are all outstanding in the Eight Immortals, and most of them are still focusing on expanding production capacity. Since everyone is working on the production capacity, it proves that the supply of the wardrobe industry has not fully met the market needs.