It is difficult to unify the homogenization standardization of the overall wardrobe industry
The overall wardrobe industry has developed for ten years. It can be described as a hundred flowers, which has produced large and small production enterprises, resulting in serious homogenization of the whole wardrobe plagiarism, which hinders the benign development of the overall wardrobe industry, but on the other hand, plagiarism also has One advantage is that it is steadily innovating from plagiarism, and the most representative enterprises in the country are step by step to win the market. Let's take a look at the homogenization of the whole wardrobe.
The homogenization of the wardrobe industry products is very serious. From cabinet plates, sliding door frames, sliding door materials, hardware accessories, etc., there is almost no difference. Many suppliers of plates and hardware are the same, if there is any difference. Then it is different in color, shape and size. The wardrobe brand manufacturers do not have the ability to develop and produce raw materials, so they can only purchase semi-finished products, return to processing, and carry out secondary sales.
Product portfolio
The early brand wardrobe manufacturers still have some brains. The combination of wardrobe products has many styles, ranging from 45cm deep to 60cm deep. There are also folding doors and moving doors. Nowadays, smart moving doors, etc., are the cabinets. Combinations or combinations of doors, whether it is color, shape, etc., have a refreshing feeling. However, with the development of the industry, this kind of innovation is becoming more and more difficult, and the scope of innovation is getting smaller and smaller. As a result, many brands with relatively small strength and entering the industry in the future are constantly imitating, leading to serious homogenization. When we went to the terminal, we found that the products of the family were almost no different in combination.
Raw materials are purchased from suppliers, but many wardrobe brands are free from research and development, and they are developed and combined into products according to the style provided by the suppliers. This leads to the fact that many terminal stores have almost the same products. . For example, small louvers, large louvers, flat doors, aluminum alloy frames, aluminum alloy slides, etc., without any product differentiation. The price difference between different brands makes consumers feel incredible. The lack of investment in research and development by manufacturers is the main reason for this.
Development model
The development channels of the wardrobe industry are basically in the form of joining, but the franchise fee and the guarantee amount are different. Unlike the cabinet industry, the wardrobe industry does not have a big brand in the direct store. Therefore, joining has become the main channel model for the development of the wardrobe. When the industry first developed, this channel was developed very quickly, but nowadays many wardrobe brands and other brands to enter, it is becoming more and more difficult to expand the dealer group by joining. I believe that the manufacturer's investment manager and regional manager must have had similar feelings. It is much harder to attract investment than in previous years. It is not that the current wardrobe market is more difficult than in previous years, but the number of wardrobe brands has increased, and the market is becoming more and more saturated.
Store design
The storefront of the wardrobe terminal is almost a model, except for the lighting, color, brand image, etc., all of which are all display styles. There is no convenient design like IKEA, and it is rare to experience. The cabinets are in front of the closet in this respect. The store design is better than the wardrobe. The experience room and the simulation room are more and more rich, and the differentiation is constantly innovating. What is gratifying is that many wardrobe brands are also calmly thinking about the design differentiation of this storefront, and more experience and simulations have emerged.
Training
The model homogenization of the manufacturer's training means that after the dealer joins a certain brand, it is almost a training to send people to the factory to participate in these courses: shopping guide knowledge training, design training, installation training and so on. The same pattern, even the training content is the same, without any innovation. Most dealers found that after the training of the sent personnel, there is still some distance from the actual combat. If the dispatched personnel have experience, they will continue to exercise for a long time without experience. This kind of training has not met the requirements of fierce market competition. A certain brand of cabinets, transformed from the speaker, in the dealer training, there are indeed two, really closed training, the staff back like a wolf, all good warfare, which leads to the homogenization of terminal sales .
Terminal sales
To the terminal, almost every wardrobe brand sells the same words, processes and patterns. The explanation of the plates, the explanation of the hardware accessories, the explanation of the functions, the explanation of the design, etc., are similar, so that people do not know which one is really good, the only difference is that the introduction of the brand is a bit different. This kind of sales method of selling yellow melons has no secrets in the industry. How to develop a unique sales language suitable for your own brand is extremely urgent for the developing wardrobe brand.
Does the plagiarism in the overall wardrobe industry mark the unification of the overall wardrobe industry? The problem that the industry has been paying attention to is that the overall wardrobe industry is generally chaotic, there is no industry standard, and whether homogenization has positive information exists, can it promote the whole The unification of the wardrobe industry? This requires a guide, a guide to the correct guidance.
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