The sales of mid-range cabinets are obviously shrinking. The development of cost-effective products is the key
Brand cabinets stick to price bottom line
Due to the sharp increase in the prices of raw materials such as plates and hardware used in the production of cabinets this year, together with the increase in labor costs and transportation costs, all brands of cabinet sales terminals are facing unprecedented pressure. However, due to intensified market competition, few brand cabinets dare to raise prices publicly. The reporter visited the cabinet distributors in Dongxing Road, Hongli Road and major stores in the urban area and found that the current price of branded cabinets is still strong. Although the forms of promotional activities that various businesses are carrying out are different, they have one common feature: "Stick to the price Bottom line, no price increase or discount ".
Brand cabinet prices are still strong
Although the cost of raw materials for cabinets has risen a lot, the promotion should still be done. At present, many brand cabinets are using kitchen appliances, cooking utensils and other methods for promotion, but the price has not been loosened. Some business cabinets may not make money themselves, but the matching kitchen appliances can make a fortune, which is also a sales strategy. Yu Donghua, head of the Dongguan region of the Oppai cabinet, told reporters that since September, the volume of orders for three stores in the Oppa has reached more than 100 orders, and sales have increased by 20% compared with the same period last year. The main promotional methods are group purchases, vouchers, and lottery draws. "Our principle is to rebate rather than discount. In such a market environment, branded products still have to stabilize the bottom line of prices, and they can't stand on their own feet."
It is understood that the price of a set of well-known brand cabinets on the market ranges from more than 6,000 yuan to tens of thousands of yuan, but a set of miscellaneous brand cabinets is as low as 5,000 yuan, and even more than 1,000 yuan can be made. Faced with the current peak sales season, brand cabinet dealers will focus their promotions on quality promotion, rebates, etc., to ensure that they can "keep themselves safe" in the siege of many miscellaneous brand cabinets.
Mid-range cabinet sales decline significantly
"Compared with previous years, the most prominent change in the cabinet market is that the sales of mid-range products are significantly declining," said Cui Haijian, a blue valley cabinet. As a downstream industry in the real estate industry, the market trend of the cabinet corresponds to the property market. The sluggish market has no obvious impact on high-end consumer groups such as villas and luxury homes . This group of people will still buy high-end building materials; white-collar workers and other working-class people will not have much money for decoration after buying a house. They also choose cabinet products. Of course, the cheaper the better, which directly leads the mid-end consumer group to align with low-end building materials. "For Blue Valley, the sales of a set of cabinets of about 20,000 yuan have shrunk sharply, and high-end 50,000 to 100,000 yuan. The sales of cabinets are increasing. Recently, we have been able to sign orders for six or seven villas every month. "
According to Yu Donghua, the cabinet of Europai, the price band of Europai is relatively wide, but the number of "big orders" received this year is more, but the overall number of orders is decreasing, mainly because the demand for mid-range cabinets has been significantly affected by the property market. Consumers are showing a trend of polarization between high and low, with sales of cabinets under 10,000 yuan and over 50, 60,000 yuan increasing. Yu Donghua believes that "more orders are more beneficial to the brand promotion of cabinet products, but many brands on the market for mid-range owners will be very injured."
The industry's view is to focus on the development of cost-effective products
It is reported that due to the cold current in the property market, several cabinet distributors have been withdrawn from Dongxing Road and Hongli Road traditional building materials street since the second half of this year. Among them, most of them are mid-range brands, and nearly 10 cabinet stores are closed in the urban area.
Industry insiders said that the impact on the cabinet market this year is obvious, and brand merchants also hope to rush sales this year ago. However, due to cost and other factors, brand cabinets will not be easily involved in the price war. Facing the severe market situation, the focus of brand cabinets is still to develop products with high cost performance to meet the needs of different consumer groups.
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