The trend of international high-end home furnishing brands entering the Chinese market is still appearing to the public in a high-profile and fast-paced manner. In the context of the global financial crisis, the potential of China's high-end consumer power has become a bright prospect they value. In the process of marching, training Chinese consumers' high-end consumption awareness has become the top priority of these brands. Embassy promotes foreign brands to enter China Recently, Danish furniture brand Fitz Hansen conducted a brand promotion at its embassy in China, and the Commercial Counselor of the Danish Embassy attended. On October 26, the British Embassy also held a promotion meeting for British furniture brands. The British ambassador to China, Fan Siming, personally introduced the high-end furniture into the Chinese market. In the course of foreign furniture brands entering the Chinese market, the trend of higher and higher scale is constantly attracting attention. Compared with low-end and mid-range furniture, a set of high-end furniture of more than 100,000 or even hundreds of thousands and millions of yuan has huge profit margins due to its high price. According to Zhu Changling, chairman of the China Furniture Association, from January to August this year, China's furniture industry imports reached 1.5 billion US dollars, a year-on-year increase of 7%. The transaction value of imported furniture in the Chinese market has been increasing year by year. According to industry insiders, international high-end brands entering the Chinese market generally have good market influence and high-end consumer groups in the country of origin. It is reported that currently 200 furniture brands in Europe have entered the Chinese market. Not only that, foreign furniture brands entering China are increasingly being helped and promoted by the embassy of the country of origin in China. Jin An, director of the domestic distributor of the British Arthur Brett brand, Jiayingxuan, said: "It is also rare for furniture brands to hold promotion activities at the embassy. As far as we know, the British embassy has only conducted activities such as Rolls Royce and William Wesley. . " Value the consumption power of the Chinese market Danish furniture brand Fitz Hansen has not yet entered the Chinese market, but is full of confidence in the Chinese market. Frederik, the brand leader of Fitz Hansen, introduced that as foreign furniture brands enter the Chinese market on a large scale, China's current high-end furniture consumption capacity has a broad development scenario. "Although the current market consumption is very small, I believe that the Chinese consumer philosophy is gradually changing, this is definitely a potential market." The director of Jiayingxuan Jin An said that with the outbreak of the international financial crisis, international furniture brands began to value the spending power of China, Russia, Arabia and some countries in South America. In this process, the brand reshuffle of the high-end furniture market began slowly. "We have done real estate business, and we have also been investigating foreign high-end furniture brands for nearly ten years. We believe that the overall situation of the domestic furniture market will not have any impact on high-end furniture brands. The spending power of the sub-market has been rising. " According to Wang Ge, the manager of Super Comfort International Home PR, most of the domestic consumption capacity for high-end furniture products comes from the cutting-edge and high-end consumer groups. They have lived or studied abroad, advocating exquisite, low-key, especially "hand-made" products, and even some consumers make their own overseas purchases. They are familiar with the products of these brands and become the main consumers of these "foreign goods". Jin An introduced: "Chinese consumers still lack consumer awareness in the field of high-end consumption. I have contacted many high-end consumers in the society. Although they live in tens of millions of luxury houses, the furnishings of the interior furnishings are very common. With foreign high-end furniture With the entry of the products, they began to recognize and slowly accept it. I believe that the Chinese will cultivate consumer habits in this regard and accept good things. " Domestic enterprises: focus on reference and learning Regarding the entry of foreign high-end furniture brands, Zhu Changling said that although imports are increasing, this is still a relatively niche market. "These high-end furniture brands are not well-known to the public. Although the market is growing, in terms of consumption, they show a trend of differentiation from the public consumption. And the pricing of imported furniture is relatively high. Although the transaction volume has increased, the transaction volume It is much lower than this. " Mao Peng, manager of the International Purchasing Department of Top 100 International Home Furnishings, said that the Top 100 International Furniture Pavilion has represented more than 20 international brands from Germany and Italy. In the process of cooperation with these high-end brands, in terms of product production and brand operation, look at To many lessons. "In the production process, the top foreign handmade furniture brands attach great importance to craftsmanship and details, and reflect their perfection in details; they have done a great job in brand operation, such as VI design, exhibition hall display, etc. Perfect, it is really worth learning. " ■Industry analysis Design and quality impress Chinese consumers The excellent design and superior quality of foreign brands' products have become the key to impress consumers. During the interview, the reporter found that whether it is an agent or distributor of foreign high-end brands in China or a domestic furniture production brand, the design and craftsmanship of foreign high-end furniture products are full of praise. Mao Peng bluntly said: "Product design and research and development capabilities are the key to the growth of an enterprise. Many high-end furniture brands abroad do not have complete product design departments, but cooperate with design firms or well-known designers to ensure first-class design. .In the production process, the use of materials, the use of hardware, and the polishing of details are all very meticulous, ensuring the reliability of quality. "The development history of the Chinese furniture market is relatively short, and it is in a period of rapid development. The atmosphere of rapid profit seeking in the overall market has become an important reason for high-end consumer groups to switch to foreign furniture products. Agent foreign furniture cost is high Zhu Changling pointed out that the high labor cost of foreign manufacturing has undoubtedly become a direct factor for the high price of foreign furniture products. In order to pursue high-quality design and craftsmanship, these furniture have become "golden dolls" before entering the country. In addition, transportation costs, domestic tax costs, and the operating costs of local agents or distributors are also added to the product price. According to industry insiders, foreign furniture brands operate in different ways in China, some are single agents, and some are dealers. As an exclusive agent, it is necessary to operate the brand promotion in China independently after buying the product. The cost of promotion in China has also become a major factor in the high price. ■Industry voice Products must match Chinese consumer demand ◠Friis Arne Petersen, Ambassador of the Kingdom of Denmark to the People ’s Republic of China and Mongolia The promotion work of Fritz Hansen was held at the Embassy of the Kingdom of Denmark in China. The purpose was to make the Chinese home furnishing industry realize its long history and excellent design capabilities. We also received positive feedback. The Chinese market is a new and demanding market, but it is also very unique. If foreign brands want to successfully enter China, they must understand China's culture, history and trends, and choose products that match the needs of Chinese consumers. These brands also make Chinese consumers familiar with their brand stories and compare them with other brands. However, foreign design companies have also suffered from the impact of plagiarism and intellectual property rights infringement on the Chinese market, which is also a matter of great concern to foreign brands. Adhere to the direction of luxury furniture ◠Liao Rongping, General Manager of Henry Dai Beijing Henry Day Furniture has always insisted on taking the direction of luxury goods, making the best furniture with the best materials. At the same time, adhere to the concept of Chinese and Western cultural exchanges, adopt the design idea of ​​"East Love and West Rhyme", and do well with Chinese characteristics, combined with the world's home style luxury goods, this is the way Henry Dai took. China is about to appear high-end brands ◠Mao Peng, Manager of International Purchasing Department of Top 100 International Home Furnishings Compared with foreign companies, the development of Chinese companies is still very short, and most of them are private companies. The different management methods have become an important reason for the different development directions of companies. But local companies are beginning to pay more attention to design. Chinese companies won the prize at the Milan Furniture Fair in April this year. Under this trend, Chinese local high-end furniture brands are just around the corner.
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Foreign high-end furniture high-profile force to the Chinese market