"Da Vinci" can only be regarded as the first exposure of "unspoken rules" of high-end pediatric furniture
Recently, the Chongqing Furniture Association will go to Guangdong to discuss with the Guangdong Furniture Association the impact and impact of the Da Vinci furniture incident on the domestic high-end furniture market. The reporter contacted an industry insider and made a relevant understanding of the situation behind the high-end furniture in the major stores in the city.
Mr. Shen, who has been working in the furniture industry for more than 10 years, specializes in selling high-end furniture. He told reporters that in fact, the furniture industry, like some other industries, also has its own "unspoken rules".
Production processes:
Limited-cost imported furniture imported by foreign workers is also available
"One is 'branded production', that is, a domestic merchant entrusts a foreign factory to produce a specified brand product, and the manufacturer produces a specified grade of product according to the merchant's requirements." Mr. Shen pointed out that in this case, foreign manufacturers only deal with themselves Brand products provide quality assurance, and are not responsible for non-manufacturer brands, and if domestic merchants control the price, such as requiring foreign manufacturers to reduce cost production, the product quality will naturally be reduced accordingly, so there are many ways with the original brand products of the manufacturer difference. Although these products are actually imported, they do not have the high quality of the furniture on the European and American markets.
The other is "OEM" like Da Vinci. Foreign companies first place orders to domestic furniture factories, only for OEM, not OEM. Then dozens of domestic manufacturers, using domestic materials, invited domestic designers and domestic workers. After they were finished, they sent the furniture to the bonded port area according to the specified requirements. Then these companies adjust the goods according to the needs of stores across the country, and attach foreign labels before shipment.
"In this way, furniture with an original price of only a few thousand yuan turns into hundreds of thousands, even millions of pieces of furniture."
Propaganda session: hit three cards to build momentum
The first step: hit the card of "original natural imported forest trees"
"Things are rare, and wood, after being polished into furniture, can no longer be discerned by savvy people. Where does the material come from? Natural forest farms in Italy, the United States, and Canada are our 'place of origin', of course this' Place of origin must be quoted. " Mr. Shen smiled.
Each company has a special planning department, which is responsible for producing some videos, which show natural forest farms in Canada and Italy, with beautiful scenery. Repeated play, let consumers form a subconscious that is really good and worth the price.
The second step: hit the card "designed by famous foreign teachers"
Once the furniture design is hooked with a foreign designer, a qualitative leap is made. The staff of the planning department will do everything possible to put all the furniture into the name of a foreign designer.
"This one is designed for the Swedish royal family, and that one is designed for the Dutch royal family. The pictures are beautiful and arouse consumers' desire to buy."
Step 3: Propaganda also invites foreigners, it feels very brave
"To invite a foreigner is to seize the psychology that the Chinese exist in foreign countries. If you invite a foreigner, the suit and the leather stand for a while, with a serious look, it gives people a very brave feeling."
"With the above steps, our set of furniture may cost more than a thousand or two thousand, and it can immediately rise to more than a dozen or two hundred thousand yuan."
Sales links:
Rich people go to fight psychological warfare with consumers
"Now some wealthy people in China especially love to compare. Just like buying an imported luxury car, you have to buy that car, and I have to buy it. At an additional price of 300,000 yuan, I have to buy it." Mr. Shen said, "So, many times, High-end furniture is playing psychological games with consumers. "
Just like Da Vinci furniture, people who can afford it are hundreds of thousands or millions. Don't even care about tens of thousands or tens of thousands, or 10% off or 20% off.
In many cases, the higher the price, the more you can advertise your identity, and the more attractive you are to those who have money and power.
"Luxury furniture store, do you think it's really the place to buy furniture? Wrong! It's a show, an exchange, and a place where vanity is satisfied." Mr. Shen concluded.
Quality assurance:
Just like ordinary furniture, it will fluff and paint off
Although Da Vinci furniture exposed the shady forgery, but the quality does not seem to be criticized.
Mr. Shen explained: "In fact, the quality of high-end furniture is generally better than ordinary furniture, although this is not directly proportional to its sellers."
"The service life of furniture is related to air humidity and the degree of maintenance of consumers. It is not that the faults of thousands of pieces of furniture will not appear on hundreds of thousands or millions of furniture. According to the rules of the furniture industry Judging from the fact that after three or four years of using a piece of furniture, such as the raising of cloth sofas and the lacquering of wooden furniture, it is quite normal. "
The way of living:
Not open in March, open to eat March profit is close to 900%
Many consumers are questioning, and often see those high-end high-end furniture business is deserted, how to survive in such a highly competitive furniture market?
"It should be noted that the cost is actually very low, and the profit is very, very high. If we don't open it in March, we will open it in March. This is the case." Taking ordinary furniture of around 5,000 yuan, the profit is about 30%. It sells three pieces a day, nearly a hundred pieces a month, but it is only about 150,000 yuan.
But for luxury furniture, if the price is 500,000 yuan, the profit is close to 900%, or 450,000 yuan. You can imagine that as long as one piece is sold each month, it is quite the sum of three months' profit of ordinary furniture stores. There is no need to worry about the living space of these high-end furniture.
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