In recent years, the booming domestic home market has attracted the attention of imported home brands. Imported brands have established channels in the country, or enter large stores, or cooperate with large agencies or open brand flagship stores. Different from the traditional understanding of the exotic goods, the price of many imported household products seems to be very close to the people. Imported homes can also be a set of "3+2+1" imported leather sofas, from the American furniture brand ASHLEY, the price is 19,000 yuan, even cheaper than many national products. It is not uncommon for such a situation to be seen. Nowadays, people are increasingly discovering that many imported and fashionable home furnishing brands frequently appear, but their prices are no longer out of reach. Unlike those luxury home products that cost hundreds of thousands of dollars and millions of dollars, many imported brands have become the new choice for many people with their approachable prices. During the visit, the reporter learned that some of these cheap imported brands are scattered in the middle and high-end home stores, mixed with high-end domestic brands, while others are represented in the domestic through large-scale home manufacturers, and opened flagship stores. In addition to the rich purchases, the categories covered by affordable imported household products are also increasingly diversified. There are brands such as Hooker, Riversede, Xia Tu, M&D, etc. In the building materials category, there are such things as Spanish Lejia sanitary ware, German GROHE faucet shower, Italian bee tile, Danish Moran floor. Outside the field of children's furniture, imported brands such as Danish Fleiss furniture, Spanish Ikas mattresses, and Taiwan's CommScope lift tables and chairs have also won the favor of many parents. A survey of middle- and high-end consumer groups has found that the target consumer groups targeted by many affordable import brands are generally at the mid-range and above. Wang Lanping, general manager of the ultra-comfortable international home channel department, which represents more than 30 imported furniture brands, said that after the introduction of imported brands, the store maintained its position in line with its country of origin. “It will not be deliberate because these brands have imported titles. Pull up its positioning and raise the price." For example, Ashley Furniture is positioned in the middle of the United States. After importing domestically, it still adds logistics, tariffs and other costs, and it can still meet the purchasing power of most mid-end consumers. At the same time, due to the large number of purchasing advantages, agents can get the products at a lower price, so they can give back to consumers at a lower price. The heads of brands such as Italian Bee Tiles, Swedish Lejia Sanitary Ware, and Spanish Ikas Mattress also said that they mainly sell to middle and high-end people with mature consumer concepts, strong brand awareness and pursuit of quality of life. Although compared with luxury brands, the price of many imported household products is more rational, but it is still higher than most well-known brands in China. In this regard, Danish Moran floor China Han Ye also said that the import of household products circulation process because of the transport (marine, air and inland transport), tariffs and other links, so the cost is higher than domestic brands. In addition, international brands have strict control over the selection of raw materials, processing technology, design patents, etc., so their products tend to pay more attention to detail, service life and brand reputation. “It’s not so much the price of imported household products is higher, it’s better to say that it is more cost-effective.†Market visits to imported brands can provide “declaration orders†On July 2, the reporter went to Red Star Meikailong East Fourth Ring Shopping Mall, actually home Shilihe Store It is found that most of the imported brands here are adjacent to the domestic high-end brands. In the imported brand stores, the shopping guides can clearly inform the consumers that the selected products are completely imported, or imported raw materials, domestic processing and assembly. In terms of price, taking a set of 1+2+3 person-wide leather sofas as an example, domestic brands are priced at 20,000 to 60,000 yuan, and imported brands are more than 40,000 yuan. In the exhibition hall of the Ikas children's mattress in Spain, the reporter saw that the price of the mattress in the store was mostly between 5,000 and 50,000 yuan. The shopping guide told reporters that the products are imported from Spain. When the reporter asked how to prove that the product was imported, the shopping guide said that for the mattress sold, Ikas would provide a customs declaration for the container where the product was imported, and each mattress was accompanied by a Bar code, "is equivalent to an ID card, you can go online and enter the code after you go home, you can know the ins and outs of this mattress." On July 3, in the Super Comfort International Home Bird's Nest flagship store, the shopping guide said that the store At present, there are more than ten imported brands, and many products are still on the way to China. One of the exhibition areas mainly displays mid-range and mid-end products such as Ashley, Hooker and Riverside, while high-end and some luxury brands are displayed on the second floor. The price tag of each product is marked with its brand name, origin, model and other information. Parity analysis globally set up factories to reduce operating costs Agents bulk purchases get low-cost advantage Flat sales system eliminates price-adding links By establishing factories and warehouses in countries close to rich raw material bases or countries with relatively low labor resources, imported home brands can be achieved Procurement and employment, and a fast logistics system can also reduce business costs. For example, the sofa products sold by the sub-brands of the Natuzzi Group, although imported from Italy, are stitched at a factory in Shanghai and supplied to the Asia Pacific region. Therefore, the production and transportation costs are greatly reduced, and the price is achieved close to the people. Agents' bulk purchases have achieved low-cost advantages. International brands accept large orders in their home countries. Therefore, they are more inclined to purchase large-scale agents after entering the Chinese market. Agents can get a relatively low purchase price with a big advantage. In order to complete the scheduled sales, listed companies such as Ashley and Hooker tend to reduce the profit margin to achieve sales increase, so the price of the people is possible. The flat sales system eliminates the price increase link. Compared with most brands that seek agents sales in China, some international home brands will adopt a model of establishing direct sales in order to establish a stable position in the Chinese market. This will save the intermediate distributors, provincial general agents and other intermediate links to increase the price, so that consumers get more direct benefits. The industry said that rational pricing promotes the sound development of the industry ◠Wang Lanping, general manager of the ultra-comfort international home channel department in the home industry, many businesses believe that it is normal to sell the products very expensive, in fact, this is the performance of the industry lack of competition order. With the improvement of the degree of social information, the dissemination of information has become more symmetrical, and the prices of imported household products have become more transparent. Coupled with the increasingly fierce competition in the industry, many companies that have relied on high prices for profiteering have lost their profit-making space. After we introduce imported brands, we will price them according to their domestic price system and maintain their original positioning. It is hoped that by long-term adherence to this rational pricing strategy, the price system of imported brands in the home industry will be driven down, and the industry will be healthy. After the big domestic brands have been operating under the big waves, the market operation is more rational and transparent. The order of the domestic household industry has yet to be established and improved, and home furnishing enterprises should truly provide affordable prices to consumers. Integrated sales reduce logistics costs ◠Han Yi, general manager of the Danish Moran floor China, imported furniture can achieve the price of the people, mainly relying on large-scale global integrated production, global sales network and local sales system simplification and other modes to fulfill. Globally integrated production can be processed in the vicinity of raw material production areas and processed in labor-intensive areas. The integrated sales network also greatly reduces logistics costs. The simplification of the sales system eliminates the complicated links of multi-level agents, so that it is possible to bring imported furniture to the price of the people. For all imported home brands, Beijing, Shanghai and other first-tier cities are the battlegrounds for the military. In Beijing, the market share of imported high-end furniture and building materials is still relatively small, but the competition is fierce. We expect more foreign brands to benefit more consumers with higher cost performance, so that luxury is no longer a distant dream. Consumers say "Do quality maintain the standard?" ◠Sheng Jun, 35, when I was studying in the US, I was very interested in the furniture I sold locally. After returning to China, I saw that although there are many imported brands for domestic sales, almost all of them have doubled their prices. Recently, I have to renovate. When I visited the home store, I found that many imported brands have also been put down, and ordinary people can afford to buy some money, and they can get it. However, although some brands are European and American, the origin is Southeast Asia, or the domestic Zhejiang and Guangdong factories. The price is down. I don't know if the quality will maintain the same level.
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