The cabinet industry has entered the development stage of brand and marketing competition.
At present, people have high expectations for the increasingly modern kitchens : environmental protection, high-tech, multi-functional... However, in the mixed home building materials market, who is the brand that can bear these expectations, for the people, it can be described as true I have to train a pair of eyes.
The cabinet industry, which occupies a large kitchen space, although it started late, as a new product, whether it is urban or rural, the coverage of the overall cabinet market has great potential to be dug, and China's cabinet industry has already competed from products and channels. Enter the development stage of brand and marketing competition.
Recently, the reporter learned from some home building materials markets such as Beijing Beiqijia and Bianju, and with the arrival of a number of high-end cabinets and kitchen appliances brands, the cabinet industry is also polarizing. The stronger the stronger, the weaker the weaker. In the past, the space for the production of low-end cabinet products was squeezed by foreign brands. The reshuffle of the industry has caused some of the brand-name cabinets to withdraw from the market, and the brand effect has gradually emerged. The clerk of the cabinet counter told the reporter that now consumers are slower to place orders, and consumption is more rational. Previously, the price was recognized, and now the brand is recognized.
The cabinet industry enters the development stage of brand and marketing competition
Mr. Yan, a private owner, told reporters that when the kitchen of the former house was renovated, in the original intention of saving money, the standard of the cabinet he purchased was good-looking and cheap, and the result was less than one year. Hardware, countertops and plates were all There are different degrees of wear and tear, which brings a lot of inconvenience to life.
Mr. Yan said that with the further understanding of the cabinet, he decided to choose only among the famous brands. In the gold medal, Haier, Europe, Zhibang and other well-known domestic brands, we have repeatedly weighed. Finally, Haier's senior brand background and service reputation made him more tempted.
The reporter learned that the current brand cabinets pay great attention to the promotion of brand building and kitchen culture. Taking Haier as an example, the one-stop green concept makes it break out of the market. Based on the effect of mature brands of home appliances, Haier integrates Haier's home appliances to provide a high-quality whole kitchen for the market, investing 183 million yuan to build a world-class, Asia-leading digital production base, and is the first in China to propose “one cabinet and one appliance, one-stop serviceâ€. "The sales concept has become "the leading geese in the Chinese kitchen and bathroom industry."
Compared with previous years, the reporter also found that this year's major brand cabinets, in environmental protection and intelligent high-tech, is a big fuss.
Consumers are more eager to buy green cabinets when they buy cabinets, which leads to fierce competition in the cabinet industry. Cabinets of all sizes are fighting for “environmental protection cardsâ€. Recently, Haier's overall kitchen flagship store opened in Wuxi Xihu Road. "New product exhibition, 0 yuan cabinet" brings surprises to people who pursue high-quality life, humanized design of safe kitchen, escort for healthy home life, and 13 green environmental protection new products, become the eye-catching fashion on the opening day focus. According to Yang Wei, the director of Haier's overall kitchen marketing department, Haier Kitchen has spared no effort to advocate low-carbon environmental protection. It has taken the lead in proposing the slogan “Healthy Habitat, Kitchen Start†and promoted “Green Kitchen Project†nationwide, which can stand the test of time. The boutique kitchen is equipped with boutique hardware and an environmentally friendly zero-formaldehyde negative ion plate to achieve a long-life Haier kitchen.
However, the current consumers are not only satisfied with the environmental protection itself, the kitchen is not only the place of the fire stove, with the openness of the home decoration pattern and the novel replacement of the cabinet style, it has become the "new living room" for the modern family to entertain friends and family.
As a result, advanced intelligent competition has become the main competitive focus of new brands. First-line brand cabinets such as Bolognese, Haier, Gold, Olin, and Hausen have joined the ranks of “smart cabinetsâ€; a series of cutting-edge technologies have entered the high-end kitchen and are closely related to people's lives. Haier has developed a network kitchen that can remotely operate the kitchen on the Internet, saving time, effort, fashion and advancement. Nowadays, the popular U-HOME family design is in line with the modern lifestyle and aesthetic concept. Its powerful technical realization and advanced manufacturing capabilities have brought far-reaching influence to the Chinese cabinet industry.
The insiders pointed out that the kitchen as a family food center has attracted more and more people's attention. In addition to the basic functions of cooking and cooking, it also has decorative functions and communication functions. Therefore, the design of the kitchen has become the key to home decoration. An important part, humanized functional innovation and fashionable new design, has become the main attraction of new human consumption. The integration of kitchen and electric power has become the general trend of kitchen development. The overall kitchen should be scientifically and rationally designed according to the height, cooking habits, living habits, cultural cultivation and the actual space structure and lighting requirements of the family members. At present, green, low carbon and sustainable development have become global consensus. Environmental protection, intelligence, ergonomics and other technologies continue to be applied to the kitchen design, the introduction of energy-efficient home appliances, and the environmental protection and safety of the kitchen and kitchen integrated kitchen.
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