China is a global furniture manufacturing and exporting country. In 2006, the total value of China's furniture exports exceeded that of Italy for the first time, becoming the world's largest furniture exporter. In 2010, China's furniture exports reached US$33.7 billion. The amount of imported furniture in China has also increased year after year. According to the China Furniture Association, in the first half of 2011, Chinaâ€™s total imported furniture has reached nearly 1 billion US dollars, maintaining rapid growth for two consecutive years. After the issue of the fake origin of Da Vinci furniture and the unqualified product quality was exposed by CCTV, there were many discussions about the origin and consumption of foreign brand furniture.
Scanning the Chinese furniture industry, we found the island of Da Vinci home and fake "foreign" brand, it is just the tip of the iceberg of the chaotic Chinese furniture industry. Behind the sky-high price furniture, there are many â€œforeignâ€ brands made in China. Those foreign names that are incomprehensible but very fashionable are just the layers of â€œforeign furnitureâ€ made by domestic furniture.
Full of "foreign" brand
Just walk a large furniture store, the brand name of most furniture stores that come into view is a combination of letters, some are the whole spelling of Chinese Pinyin, and some are abbreviations composed of the initials of Pinyin, if not next to it A few Chinese, I can't understand it at all. In addition to foreign names, the slogans of each merchant or the posters posted are also distinguished. "Feel the original Italian design" "Aristocratic life, from Europe" "English casual classics". More than half of the furniture of these foreign name brands claim to have European and American origin, Italy, Britain, the United States, Germany and other countries.
Local brand furniture is covered with a layer of â€œforeignâ€ leather, which is easy to misunderstand as imported furniture. Coupled with its high price, consumers often pay too much attention to the â€œone-sided wordsâ€ of the sales staff. What consumers see in the exhibition hall are the labels that have been removed from the package, installed furniture, packaging and packaging. They can only be seen when the goods are received after purchase, which also increases the risk of purchase.
In fact, the furniture industry's true and false foreign brands have been in the past for a long time: false labeling, false publicity, gold-plated foreign brands, distribution confusion, authorized OEM labeling and other phenomena have also been rampant in the furniture industry. The author heard a dealer said that the "export to domestic sales" products with the import banner in China can be said to account for more than 95% of the current imported furniture, mostly produced in the Guangdong area by the foundry. For example, the same set of sofas, labeled local brands, the price is about 8,000 yuan; if the Chinese and foreign assets are marked, the price is about 20,000 yuan; if the United States is marked, the price will rise to 70,000-80,000 yuan, if It is more expensive in Italy.
These so-called "foreign" brand furniture, known as "imported" solid wood furniture, pure wood furniture, pure solid wood furniture, many are large core board and other materials as the main raw materials. However, at the beginning of this year, the market inspection of relevant departments in Zhejiang found that the qualified rate of furniture inspection of the nominal â€œsolid wood furnitureâ€ was zero. The reason why many manufacturers dare to take the world and harm the interests of consumers, mainly because the sale of leather furniture with the signboard of solid wood, the profits have been turned over several times, and some profits can be as high as several hundred percent, and the real The profit of all solid wood furniture is not high, only 15% to 30%.
Why are the "foreign" brands?
Really want to study its roots, in the Red Star Macalline, Ouyada, Jin Haima and other home stores, there are not many furniture brands from abroad, most of the furniture brands are derived from domestic, but most of these furniture brands play the "foreign" The name, which refers to raw materials from foreign woods, is based on advanced design from abroad. At first glance, it is considered to be an imported brand, but its manufacturing site is located in China.
Then why did they all have a "foreign" name, which is called the "foreign" brand? In order to cater to the tastes of consumers, in order to improve brand quality and value, in order to achieve the purpose of increasing sales.
Today, most consumers are blindly superstitious about foreign brand furniture: First, the real foreign brand furniture is indeed better than the Chinese local brands in terms of product quality and after-sales service, especially in some countries, the industry level is indeed at the international leading level. It is very tempting for consumers.
Second, due to the lack of brand marketing strategy, Chinese local brands, in addition to daily price wars, do not make full efforts at the product and service level, making consumers think that local brands are far better than foreign brands. Third, Chinese consumers have always had a foreign-oriented attitude, and believe that having a â€œforeignâ€ brand is a symbol of high-quality life. In fact, consumers do not know that many â€œforeignâ€ brands are not really â€œforeignâ€, but only â€œforeignâ€ on the surface: on the one hand, they try to reduce the low cost through OEM production, and on the other hand, by shaping the international brand image. High prices cater to consumers and ultimately generate huge profits.
Registering a home furnishing company in Hong Kong or other countries or regions in China requires only a few thousand dollars. Both foreign capital and joint ventures are eligible to purchase production materials abroad. The proportion of imports can be arbitrarily chosen. Pure imported furniture. Many "high-end" "foreign" furniture brands are taking this route.
In addition, some so-called "foreign" brand furniture, also like to give the domestic wood a foreign name, confused material name. For example, the domestic rosewood is said to be African rosewood, so that consumers feel that the materials are quite advanced (to be honest, there are few consumers who really know the goods), in fact, the two materials are completely different. Some people use hand knocking, nose smelling, etc. to identify, useful for those who work rough, it is difficult to distinguish the fine workmanship. And those invisible places use particleboard or MDF, and the visible main frame, door and drawer are made of solid wood.
Moreover, in the furniture industry, many merchants believe that it is normal to sell products very expensive. In fact, this is a manifestation of the lack of competition in the furniture industry. For example, at present, there is no uniform standard for the period and scope of after-sales maintenance in the domestic furniture industry. The after-sales service of various brands is uneven. In recent years, the furniture industry has been â€œgloriously on the listâ€ in the complaint list. This is also one of the factors driving consumers to trust the â€œforeignâ€ brand.
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