Da Vinci is only the first exposure of the "hidden rules" of pediatric high-end furniture
August 16 04:08:19, 2023
Recently, Chongqing Furniture Association will go to Guangdong to discuss the impact and impact on the domestic high-end furniture market after the Da Vinci furniture incident. The reporter contacted an insider and learned about the situation behind the high-end furniture in the major stores in the city. Production link: limited cost foreign imported furniture also has Y goods "one is 'branded production', that is, a domestic business commissioned a foreign factory to produce a designated brand of products, manufacturers in accordance with the requirements of the merchant to produce a specified grade of products." It is pointed out that in this case, foreign manufacturers only provide quality guarantee for their own brand products, and are not responsible for non-manufacturer brands. If domestic merchants control the price, such as requiring foreign manufacturers to reduce costs, the quality of the products is natural. It will also be reduced accordingly, which will result in many differences with the original products of the manufacturer. Although these products are imported, they do not have the high quality of those furniture in the European and American markets. The other is “branded production†like Da Vinci. Foreign companies first place orders for domestic furniture factories, only OEM, not OEM. Then, dozens of domestic manufacturers, using domestic materials, invited domestic designers, as well as domestic workers, after the completion, they will send the furniture to the bonded port area according to the specified requirements. Then these companies will adjust the goods according to the needs of the stores across the country. Before shipment, they will be labeled as foreign. "The original price is only a few thousand yuan of furniture, turned into hundreds of thousands, or even millions of furniture." Propaganda link: the big three cards to build the first step: hit the "original natural imported forest" This card. "Things are rare, the things of wood, after being polished into furniture, and then savvy people, can not identify, where the materials come from. Italy, the United States, Canada natural forest farms, are our 'origin', of course, this The origin 'must be quoted oh'. Mr. Shen smiled. Each company has a dedicated planning department, which is responsible for making some videos, which show the natural forest farms of Canada and Italy. Repeated play, let consumers form a subconscious mind that is really good and expensive. The second step: play the "foreign teacher design" card. Once the furniture design is hooked up with foreign designers, it has produced a qualitative leap. The staff of the planning department will try their best to put the furniture in the name of the foreign designer. “This is designed for the Swedish royal family, which is designed for the Dutch royal family. The picture is beautiful and evokes the consumer’s desire to buy.†Step 3: Publicity also invites foreigners, very wrist feel. "Please ask foreigners to grasp the psychology of the Chinese people who have the ambition to worship foreigners. Just ask a foreigner, a suit and a stop, a serious face, it gives a very wrist feeling." "With the above steps, we have one Set of furniture, the cost may be only more than 1,000 or two thousand, and immediately can rise to more than ten thousand and two hundred thousand yuan." Sales link: rich people go to the psychological war with consumers. "Now some rich people in China, especially love Like buying an imported luxury car, you buy that car, I have to buy it, increase the price by 300,000 yuan, I have to buy it." Mr. Shen said, "So, many times, high-end furniture is doing psychological games with consumers. As with Da Vinci furniture, affordable people are hundreds of thousands and millions. I don’t care how many tens of thousands of tens of thousands, or 10% or 20%. Even in many cases, the higher the price, the more you can advertise your identity and the more people who have the right to money. "Luxury furniture store, do you think it is really a place to buy furniture? Wrong! It is a show, an exchange, and a place where vanity is satisfied." Mr. Shen concluded. Quality Assurance: Like ordinary furniture, it will shed paint when it is raised. Although Da Vinci furniture has exposed the shady ground of counterfeit production, it seems that the quality has not been 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 life of furniture is related to air humidity, consumer care, etc. It does not mean that the problems of thousands of pieces of furniture will not appear on hundreds of thousands of millions of pieces of furniture. According to the rules of the furniture industry, after a piece of furniture is used for three or four years, such as fabric sofas The appearance of wooden furniture falling paint is very normal." The way to survive: March does not open, open to eat March profit close to 900% Many consumers are questioning, often see high-priced high-end furniture The business is deserted, how can it survive in the fiercely competitive furniture market? "The cost is actually very low, the profit is very high. It will not open in March, and it will be opened in March. This is the case. For ordinary furniture of about 5,000 yuan, the profit is about 30%. Sell ​​three pieces a day, nearly one hundred in January, but only about 150,000 yuan. However, luxury furniture, with a price of 500,000 yuan, has a profit of nearly 900%, or 450,000 yuan. As you can imagine, as long as you sell one piece per month, it is quite the sum of the profits of the ordinary furniture store for three months. There is no need to worry about the living space of these high-end furniture.
