With the rapid development of China's overall economy, the wardrobe industry has also ushered in a period of rapid development. However, the competition situation in the domestic wardrobe market has completely entered a fiery hyper-competition. After the active economy promoted the all-round development of society, what followed was the bottleneck of development in the fierce competition--homogeneity. One of the fundamental reasons for the homogenization of the wardrobe market is the rise of "cottage goods."
The word "cottage" used to mean "castle in the mountains", but it is now used to refer to counterfeit products that imitate, copy, and plagiarize. The ethos of “cottage†not only caused huge economic losses to the wardrobe enterprises, but also greatly weakened the competitiveness of enterprises, seriously damaging the enthusiasm of enterprise innovation and hindering the development of the wardrobe industry. In the face of the growing era of cottages, where should the wardrobe enterprises go?
The cottage is an open "secret"
Recently, at the Milan Furniture Fair held recently, the “Chinese Ban†brand was once again erected. Some international big-name furniture dealers rejected designers from China on the grounds that they may be suspected of plagiarism.
"cottage" and "plagiarism" development of the wardrobe industry
This is not the first time the Chinese have been rejected at the Milan Furniture Fair. In 2010, at the "International Kitchenware Exhibition" of the Milan Furniture Exhibition, the Chinese cabinet companies that were visited by the group were rejected by the exhibition outside the high-end product display area and suffered a collective visit. In 2011, the well-known brand Fendi's booth entrance set a level, allowing only some people to enter, refused to visit Chinese designers. According to industry sources, the behavior of Chinese companies taking cameras to go to international exhibitions is the cause of the Chinese people's ban on the Milan Furniture Fair. No wonder others.
Milan International Furniture Fair is known as the “Olympic†event of the global furniture industry. It has been held in Milan every year since 1961 and has been successfully held for 51 times. However, in the past few years, there has been a situation in which the newly designed furniture products at the Milan Furniture Fair are often mass-produced in China shortly after the show, and they are also labeled with Italian imports. As a result, the allegations of Chinese suspicion of plagiarism are increasing in the international furniture design community.
The plagiarism of the Chinese home furnishing industry is not only prevalent in foreign countries, but also in the domestic exhibitions, the "cottage" drama is also staged. It is reported that the first day of the Guangzhou Furniture Fair in 2012 was originally a good time for close contact with the peers. Treci, a luxury brand of Italian handicraft furniture, found that its products were copied by the Peacock King furniture in the adjacent pavilion. During the exhibition, Sihai Furniture and Beijing Royal Modern Furniture also suffered plagiarism and infringement.
The phenomenon of “domestic cottages and small brands of big brands†has now become a “secret†in the industry. The plagiarism scandal of a pile reveals the current market chaos in China's home furnishing industry.
Homogenization restricts the development of the wardrobe industry
In recent years, with the gradual maturity of the industry, the number of wardrobe enterprises has increased, and the homogenization of the industry has become more serious. In addition to product homogenization, the wardrobe industry also has homogenization in many aspects such as research and development, product portfolio, store design, terminal sales, and production. The competition in the wardrobe industry has become hotter: more and more brands, products are varied, and prices are getting lower and lower. Homogenization is an important reason for the lag in the development of the wardrobe industry.
Product homogenization. From the cabinet plate, sliding door frame, sliding door material, hardware accessories, etc., there is almost no difference. Many suppliers of plates and hardware are the same. If there is any difference, then it is different in color, shape and size. It is. Most wardrobe manufacturers do not have the ability to develop and produce raw materials, so they can only purchase semi-finished products, return to processing, and carry out secondary sales.
R&D homogenization. Raw materials are purchased from suppliers, but many wardrobe brands are free from research and development, and they are developed and combined into products according to the style provided by the suppliers. This leads to the fact that many terminal stores have almost the same products. . For example, small louvers, large louvers, flat doors, aluminum alloy frames, aluminum alloy slides, etc., without any product differentiation. The price difference between different brands makes consumers feel incredible. The lack of investment in research and development by manufacturers is the main reason for this.
Product mix is ​​homogenized. The early wardrobe brand manufacturers still had some brains. The combination of wardrobe products has many styles. Whether it is the combination of cabinets or doors, whether it is color or shape, it has a refreshing feeling. However, with the development of the industry, this kind of innovation is becoming more and more difficult, and the scope of innovation is getting smaller and smaller. As a result, many brands with relatively small strength and entering the industry in the future are constantly imitating, leading to serious homogenization. When we went to the terminal, we found that the products of the family were almost no different in combination.
The store design is homogenized. The storefront of the wardrobe terminal is almost a model, except for the lighting, color, brand image, etc., all of which are all display styles. There is no convenient design like IKEA, and it is rare to experience. The cabinets are in front of the closet in this respect. The store design is better than the wardrobe. The experience room and the simulation room are more and more rich, and the differentiation is constantly innovating.
Terminal sales are homogenized. Visiting the terminal will reveal that almost every wardrobe brand sells the same words, processes and patterns. The explanation of the plates, the explanation of the hardware accessories, the explanation of the functions, the explanation of the design, etc., are similar, so that people do not know which one is really good, the only difference is that the introduction of the brand is a bit different. This kind of sales method of selling yellow melons has no secrets in the industry.
Production homogenization. Whether it is the cabinet industry or the wardrobe industry, the homogenization of production is more serious than the above. The production of wardrobes is simpler than that of cabinets. There is basically no scientific content in one cutting process, one edge sealing process, cutting process and combination process. No matter where the cutting machine or the edge banding machine can be bought, the cost is not high, and the raw materials used in the production can be directly purchased. The consequence of the homogenization of production is the derivation of a large number of small processing plants, which led to the sale of monopoly stores and the sale of dog meat. Because the small processing plant has a lower supply price, lower logistics costs, and faster delivery time, many stores in the closet prefer to take risks and risk the risk of being revoked by the manufacturer. For consumers, it is difficult to tell the difference between these products and the original manufacturers. Another phenomenon of homogenization of production is that most wardrobe brand manufacturers have similar production cycles and delivery times, which further shortens the competition differentiation between brands.
The homogenization of the wardrobe industry is far more than the above. The homogenization of the wardrobe industry does not solve, or the operation of a wardrobe brand does not seek the biggest difference, it is difficult to break through in the wardrobe market and become a leading brand.
"Lee" is the incentive, the era of the cottage is intensifying
More than home, regardless of the industry, there is now a common trend: homogenization is becoming more and more obvious, the degree of product differentiation and time of differentiation is more and more limited: different furniture factories are the same style, same style, same Color, some manufacturers even image packaging is like twins. Before you develop a new product, or have a new technology, the company's new products can be operated in the market for several years. Now you have a new product. As long as this product is sold, in a short few months, the competitor will immediately Followed up, and then followed by a round of price wars; brand factories like this, we can think of a lot, "cottage furniture" era is getting more and more fierce.
Imitation plagiarism and plagiarism of others have always been a major problem in China's home furnishing industry. From copying foreign famous brand designs to plagiarism between domestic companies, the entire furniture manufacturing imitation has formed a bad atmosphere. China's home furnishing industry has been plagiarized, and it has been repeatedly banned, and it has become increasingly fierce. However, China is the world's largest home furnishing and consuming country. Why do plagiarism occur frequently? Some experts have pointed out that “profit†is the essential cause of plagiarism. Other reasons are the excessive cost of original design, low industry threshold, and design. Lack of talent, etc.
A lot of manpower and resources are needed in the R&D design phase.
Zhang Yongli, deputy secretary-general of the Beijing Furniture Industry Association, analyzed that the plagiarism of the furniture industry is so prevalent because it requires a lot of investment in original design, and most furniture companies are not very strong. Therefore, plagiarism has become Their "best" shortcuts. A person in charge of a furniture manufacturing company once said that the company launched a new product, from market research to design and production, material testing, and mold development. The cost will be 100,000 yuan for half a year, and the market approval ratio is often less than half, the average success rate. Only between 30% and 40%. And the imitation is which one is hot. So in many furniture exhibitions, exhibitors want to show new development products to agents, but also beware of commercial espionage plagiarism by competitors.
Increasing overall costs and increasing risks
The costs associated with raw materials, production and sales are rising, the overall comprehensive cost is rising, and the market threshold is getting higher and higher. The break-even point and key value of the regional market are higher and higher, and the risk is higher. getting bigger. As a result, the risk awareness of the company is constantly improving. As the company develops a new series of products, it needs to invest a lot of money in the early stage, and the whole cycle from research and development to launching the market is relatively long. Moreover, new products may not be successful after they are listed, which also has certain risks. Sex, small and medium-sized furniture companies dare not have the capital to take the risk, they would rather take the follow-up and imitate the hot-selling new products of large enterprises, and make a fortune, and then form a severe market homogenization phenomenon.
The entry threshold is low and the market situation is turbid
The household industry has low technical content, is a labor-intensive enterprise, and has a low degree of automation. It usually can be quickly put into production without a large amount of capital. Some can open a furniture factory with only a few hundred thousand dollars. If the capital of the venture construction can reach millions, basically you can get the qualifications of some big manufacturers. To this end, a large number of people began to flood into the home industry. At the same time, from a technical point of view, enterprises have lower requirements on the technical level of employees, such as sofas, swivel chairs, glass coffee tables and other products. Small enterprises only need several people to process and produce products in dozens of square meters. The uneven quality of the practitioners and the manager's profit-seeking plan also directly determine that the company is not willing to calm down to study original design, but is keen on copying and imitating.
In addition, the industry has not yet formed a standard to measure whether the company can enter the industry's threshold from the aspects of capital, scale, quality and facilities. Therefore, the entry barrier has become an important factor in the homogenization of the industry. In the past few years, the domestic furniture industry is in a period of rapid development and prosperity. Under the circumstance of market demand and price soaring, furniture companies of all sizes have sprung up, however Many small-scale enterprises that have just been released do not have the functions of independently developing design, marketing, service, reputation, etc., but rely on blindly copying the follow-up, in order to scrape a piece of cake, which leads to the entire furniture industry. Homogenization has intensified.
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