subject: Industry: China's Cabinet Industry Signs Of A New Turning Point [print this page] Cabinet, according to Beijing Dacheng Pin Sale of the company, a responsible person, early autumn each year, is the low season for cabinet renovation, cabinet market should experience a downturn. Not yet entered the fitting because the peak of the market consumption of the whole industry is very limited, competition is very fierce cabinet business. Sales diversion of the entire industry to sell off-season. Only the European School, Division Po cabinet makers and other small order quantity less affected by seasonal sales gratifying.
Observers noted that with the cupboard increasingly rational consumption, mass consumption has become more big brands to small signs of aggregation, and thus more stable proximal source, together with the leading domestic brands this year that "the cabinet of fashion" design concept The new cabinet set in style, unique materials and so there are new places to buy brand-name consumer enthusiasm is particularly high, such as the European School and the same period last year, this year's turnover increased by 40%.
Very objective analysis of the industry, said the real estate market continued to rise during the first half, but in fact immediate need for home decoration, is not high, the cabinet market hope there is a long drought rain of hunger, even though the brand is also has faced sluggish sale. However, this summer launched a new cabinet a leading enterprise marketing strategy, from product design, price adjustments, service levels and so shake the summer market, sales of off-season in the cabinet to achieve better results.
China Federation of Industry cabinet special committee, said the Executive Chairman of Yaoliang Song, brand value, the terminal display, products and services is leading the industry trend of direction. Domestic brands only by constantly trying new breakthroughs, and global integration in order to build international competitiveness.
"Cabinet in the current domestic industry, many companies or focus only on manufacturing, or just filled the net expansion, or just relying on hype to attract attention, the lack of truly comprehensive, long-term to enhance the overall strength of corporate strategy. "- senior home industry expert said.
The second half of the industry on the home market made a bold prediction: First, focus on the traditional high season in the second half; other possible property market bubble in the second half pushed gradually broken, a large number of real estate transactions in the first half into practical use stage. Moreover, the Olympic-related facilities are completed in second half. Factors indicate that the cabinet still has a strong market demand-side pull.
"However, to grasp the opportunity of warming up the market outlook, needs a strong accumulation of upstream suppliers and a keen market sense." Sober analysis of the industry, "said the cabinet industry with low barriers to entry can be sent as Europe, as has a strong Division Po R & D team, to master a number of technology patents, brand image has been firmly established the advantages of business is not much to enhance consumer tastes, prefer the advantage of reassuring business. So, pick up the market outlook is very likely exacerbate Mathew there, a group of small and medium sized cabinet is not the core strengths of small businesses do not face the crisis. "
It is understood that, relative to household appliances and other industries, China's cabinet industry although fast, but not mature enough, has great potential but not fully competitive.
The State Council Development Research Center statistics show that within the next five years, the domestic market will reach a total capacity of the cabinet 29 million units at an average annual 5.8 million units in the country about 100 million urban households, the overall rate for the cabinet's own 6.8%, much lower than developed countries.
Learned in recent years by a variety of quality crisis, "complaints" and other events, consumers in the purchase of cabinets and other household products, brand awareness has been growing. Therefore, the shape of domestic enterprises winning a strong brand as a key market. The baptism of more than ten years of market, the country will also have to produce the group of the European School, Division Po represented outstanding brands.
The experts pointed out that the brand bearing all the promises business to consumer, with the gradual increase consumer brand awareness and the first Cabinet, "China Famous Brand" was released gradually into the cabinet industry is a brand era of competition.
