“Why are so many furniture brand products all the same?!â€
Ms. Chen from Xiamen, Fujian Province purchased a set of hardcover houses on the island. She can pay for the house in September. It is the biggest problem in front of her. After visiting the mall and online, Ms. Chen has a green leather bed that she loves not only has the same style on the Internet and furniture stores, but also has a variety of brands, the price is very different, from the furniture hypermarket The 38,000 yuan to Taobao's 3,000 yuan, the huge price difference makes Ms. Chen, who does not know much about furniture, hesitate, unable to start.
For the owners who want to move to a new home, they all hope to be able to provide complete house furniture in one stop, so the traditional furniture hypermarket is the first choice for most consumers. Many people's first impression of the furniture hypermarket is "Wow! A big furniture store! What kind of furniture should be there, it's good!" But the real situation is often eager to come, and the intention is to return. Consumers often shop around and find out:
As long as the name of the furniture is added with the word "Europe", you will see a similar style.
There is such a big bed
Brands with modern styles are also inseparable from such sofas.
When shopping around large and small furniture stores, consumers will often find that no matter what brand, as long as the style is close, the products are almost the same.
The status quo of China's furniture industry
Why is there such a situation? Is there no more diversified style for consumers to choose? Whose furniture should consumers like Ms. Chen choose? To answer such questions, we have to say that the status quo of China's furniture industry - the furniture industry that is still in its infancy is not formed by giants, the production threshold of furniture products is low, and the supply side of furniture is surplus, so the vast majority The brand still stays in the simple imitation stage, often designing and producing furniture behind others, and the brand concentration is extremely low. The same style of home on the market has many manufacturers at the same time producing, each brand has a different brand; even some brand planning companies, they put together a relatively uniform style of each manufacturer's products into a series, publicity, packaging out "well-known brands" sell high prices.
This is the reason for the low concentration of Chinese furniture brands. Brand concentration refers to the ratio of the sales of the largest companies in a certain industry to the total sales of the industry. In the United States, for example, the top four furniture brands are Ashley Furniture, IKEA, Williams Sonoma, Rooms to Go, these brands each have their own distinctive style and precise product positioning, so they account for 32% of the local market share. Looking at the domestic market, the brand has no concentration at all.
Therefore, not only Ms. Chen, but also many consumers have such doubts. The more furniture they have seen, the less they choose which one to choose. As long as they are similar in style, the products are almost the same, even the same; traditional stores There are also online e-commerce providers for furniture. Ordinary consumers are often difficult to make choices, buying furniture has become a helpless gambling.
Compared with brands, consumers are more concerned about the environmental protection, quality and cost performance of furniture.
In the face of a wide variety of furniture with the same style, you and I may have such questions in my heart. Who is genuine and who is a cottage? This is like asking a chicken and egg. Every year, domestic furniture fairs often see such interesting phenomena. Different brands have a big slogan about who is copying them. Even domestic brands that copy the big foreign brands are responsible for each other’s plagiarism. Under such a background, domestic consumers have long lost the clear judgment on the originality of furniture and the gold content of the brand. In the "Research on the Consumption Psychology of Urban Residents", it is shown that the top four factors that consumers attach to the purchase of furniture are environmental protection, quality durability, practicability and price, accounting for 79%, 78%, 77%. 61%, as for the brand, ranked third, only 21%. In short, furniture, a low-profile, low-frequency product, is more valued by consumers than the brand.
Based on this background, we learned that there is such a platform that it does not have a middleman to make a difference and bring furniture directly from the factory to the consumer. What is even more novel and interesting is that the platform will connect new customers to the old customers' home to experience the furniture model. It saves the high cost of opening stores and operations offline, and returns the price of furniture to the value itself. Such a model based on the "shared economy" not only allows consumers to buy the most cost-effective furniture, but also allows the factory to worry about the problem of profitability and has more space to design and produce excellent furniture products. The platform is called "No more," and its APP is also available on July 1st. It can be downloaded in the major application markets with "no more". We understand that the green leather sofa bed that Ms. Chen likes is also available. The material is imported walnut eucalyptus and imported leather, which is the same quality as the high-end store, and the price is only about 6,000 yuan.
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