The past of the cabinet industry can be summed up with a "small" word. First, our industry is relatively small and has a small proportion in the entire furniture and building materials industry. Second, the scale of enterprises is not large, most cabinet companies do not exceed 100 million yuan. Third, the influence of the industry is very small. We often see the furniture and home appliance industry hold a variety of activities. The scale and influence are great, and the cabinet industry is almost static and dynamic.
Now that the status of the industry has undergone a qualitative change, it can be summarized with a "hot" word. Cupboard exhibitions and industry conferences are very powerful and rich in programs. Last year, the number of people participating in the annual industry conference in Guangzhou has surged to over a thousand people, and many government-related departments have participated. This "hot" manifests itself in several ways:
The first aspect is "cross-border fever." Strong sanitary ware, flooring, furniture and kitchen appliances companies have entered the industry. There are several major advantages in the cross-border of the household appliance industry: The first is that the brand has a strong reputation, which is more mature and more influential than the cabinet industry. The second is the home appliance industry's high level of marketing, with many very talented people. The third is the appliance industry into the cabinet industry, kitchen appliances and cabinets is the overall home, a very good concept. But the cupboard store is actually a better channel for integrating the era of large homes. Household appliance companies do cabinetry, generally as a matching channel or supporting products, which is a very important reason why many home appliance brands are not good cabinets.
This year has a very unique phenomenon. Many well-known building materials companies have entered this industry. Traditionally, cabinets, bathrooms, and floors belong to the building materials channel. Therefore, they enter the cabinet industry and have a good channel advantage. In addition, the floor, bathroom, and cabinet consumer groups are highly coincident, which is not the same as home appliances. At the same time, consumers also have a high degree of consistency in the timing of purchases of floors, bathrooms, and cabinets. When buying cabinet products, they often purchase sanitary ware and flooring. Therefore, the traditional building materials companies cross the border to make cupboards, more easily docked with the end consumer, and get consumer recognition. Traditional building materials companies, in terms of channels, consumer groups, brands, and consumer processes, actually have a lot of very good points with cabinets, and they should have more advantages than cross-border household appliances.
The second area is "investment fever." Rich people in Guangdong, Fujian, Zhejiang and other places began to spread large amounts of hot money into this industry. They generally use two methods to make capital investment. One is to create a new brand directly, and the other is to conduct capital operation on professional cabinet brands. The third area is "talent fever." The professional brands in the cabinet industry are seeking extraordinary development and are eager for talent and capital support. The capital of the ultra-regular development companies and cross-border brands are both strong. The squeeze of these two forces has enabled the excellent talents of various industries to enter this industry, and has also improved the quality of employees. Of course, some "professional managers" in the advanced cabinet industry were also sizzling and creating a "worth bubble".
At present, the cabinet industry has relatively large movements. We can often see advertisements of cabinet brands in CCTV, and we can also see more celebrity spokespersons in our industry. Local industry associations actively carry out various activities, including enterprises. Inter-exchange visits and exchanges, tandem activities of suppliers and distributors up and down the industrial chain, etc.
The “hot†of the cabinet industry is somewhat mad, or somewhat “hyperpyretic,†but it will gradually become rational in the future. Its development trend has three major characteristics:
The first is the greater scale of the industry. Every year, it will grow at a high rate of over 35%, and the proportion in furniture and building materials will increase.
The second is that some brands will come to the fore and their business models will become more mature. Direct operation mode, franchised chain mode, large home mode, low-end chain mode, etc. will give rise to one large company and occupy an important position in the market.
The third is the increasing degree of specialization. From the perspective of the industry chain, the supply capacity of a large number of door panel suppliers, hardware suppliers, and countertop suppliers will become stronger, and manufacturers and distributors will become more and more professional. Sofia already has distributors with annual sales of tens of millions and teams of several hundred people. This has not been the case in the past. It shows that the dealers have strong terminal marketing capabilities, including sales, service, training, and management capabilities. The promotion. Similar marketing consultants and other organizations that focus on cabinets will become more and more powerful, and will promote professional strategies such as industry strategy, branding and marketing.
As the business model becomes more and more mature, professional division of labor becomes more and more detailed, leading brands are getting bigger and bigger, and the cupboard industry usher in a golden opportunity for rapid development.
Now that the status of the industry has undergone a qualitative change, it can be summarized with a "hot" word. Cupboard exhibitions and industry conferences are very powerful and rich in programs. Last year, the number of people participating in the annual industry conference in Guangzhou has surged to over a thousand people, and many government-related departments have participated. This "hot" manifests itself in several ways:
The first aspect is "cross-border fever." Strong sanitary ware, flooring, furniture and kitchen appliances companies have entered the industry. There are several major advantages in the cross-border of the household appliance industry: The first is that the brand has a strong reputation, which is more mature and more influential than the cabinet industry. The second is the home appliance industry's high level of marketing, with many very talented people. The third is the appliance industry into the cabinet industry, kitchen appliances and cabinets is the overall home, a very good concept. But the cupboard store is actually a better channel for integrating the era of large homes. Household appliance companies do cabinetry, generally as a matching channel or supporting products, which is a very important reason why many home appliance brands are not good cabinets.
This year has a very unique phenomenon. Many well-known building materials companies have entered this industry. Traditionally, cabinets, bathrooms, and floors belong to the building materials channel. Therefore, they enter the cabinet industry and have a good channel advantage. In addition, the floor, bathroom, and cabinet consumer groups are highly coincident, which is not the same as home appliances. At the same time, consumers also have a high degree of consistency in the timing of purchases of floors, bathrooms, and cabinets. When buying cabinet products, they often purchase sanitary ware and flooring. Therefore, the traditional building materials companies cross the border to make cupboards, more easily docked with the end consumer, and get consumer recognition. Traditional building materials companies, in terms of channels, consumer groups, brands, and consumer processes, actually have a lot of very good points with cabinets, and they should have more advantages than cross-border household appliances.
The second area is "investment fever." Rich people in Guangdong, Fujian, Zhejiang and other places began to spread large amounts of hot money into this industry. They generally use two methods to make capital investment. One is to create a new brand directly, and the other is to conduct capital operation on professional cabinet brands. The third area is "talent fever." The professional brands in the cabinet industry are seeking extraordinary development and are eager for talent and capital support. The capital of the ultra-regular development companies and cross-border brands are both strong. The squeeze of these two forces has enabled the excellent talents of various industries to enter this industry, and has also improved the quality of employees. Of course, some "professional managers" in the advanced cabinet industry were also sizzling and creating a "worth bubble".
At present, the cabinet industry has relatively large movements. We can often see advertisements of cabinet brands in CCTV, and we can also see more celebrity spokespersons in our industry. Local industry associations actively carry out various activities, including enterprises. Inter-exchange visits and exchanges, tandem activities of suppliers and distributors up and down the industrial chain, etc.
The “hot†of the cabinet industry is somewhat mad, or somewhat “hyperpyretic,†but it will gradually become rational in the future. Its development trend has three major characteristics:
The first is the greater scale of the industry. Every year, it will grow at a high rate of over 35%, and the proportion in furniture and building materials will increase.
The second is that some brands will come to the fore and their business models will become more mature. Direct operation mode, franchised chain mode, large home mode, low-end chain mode, etc. will give rise to one large company and occupy an important position in the market.
The third is the increasing degree of specialization. From the perspective of the industry chain, the supply capacity of a large number of door panel suppliers, hardware suppliers, and countertop suppliers will become stronger, and manufacturers and distributors will become more and more professional. Sofia already has distributors with annual sales of tens of millions and teams of several hundred people. This has not been the case in the past. It shows that the dealers have strong terminal marketing capabilities, including sales, service, training, and management capabilities. The promotion. Similar marketing consultants and other organizations that focus on cabinets will become more and more powerful, and will promote professional strategies such as industry strategy, branding and marketing.
As the business model becomes more and more mature, professional division of labor becomes more and more detailed, leading brands are getting bigger and bigger, and the cupboard industry usher in a golden opportunity for rapid development.
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