In the first quarter of 2012, the sales situation in the home industry during the “winter†period was not optimistic, and the high-end brand consumer market was “cool†compared with the same period of the previous year. High-end furniture market "cold cold" In the first quarter of 2012, the overall sales situation of the home furnishing industry was not optimistic. In the interview, the reporter learned that the sales of many home product dealers have dropped a lot compared with the same period of last year, and some even did not make a deal in one month. "In February, we made a few orders, basically we didn't lose money, but in March, we didn't even have a single business. If we continue this way, we will probably close." Shangdu Road A furniture seller in a store told reporters that the business was deserted. Compared with the sales of ordinary furniture, some top brand furniture at home and abroad also encountered a "cold flow". The reporter saw in the NATUZZI store on the 2nd floor of Ou Kailong Jinshui Road Store that there will be some customers who enter the store intermittently, and the customers who place orders are also less than usual. “Kairan Home is a Henan agent of 8 domestic and foreign first-line brands such as NATUZZI (Natuzi) and Simmons. Many customers are very optimistic about the design, material selection and workmanship of these high-end brands, so we usually visit our store. There are a lot of customers.†Kairan’s home, Shengxiang, told reporters, “But in the winter of the whole home industry, we naturally suffered a certain impact.†The reporter learned that in recent times, many home brands, especially some high-end brands Take the initiative to let consumers benefit. Kairan Home will bring out the new classical brand “AM Dongying West†home with Taiwanese origin and give back to the consumers – a 4.5% discount on the “AM Dongying West†products in the exhibition hall. This is the AM home since it was stationed in Zhengzhou. Have a discount. “The unprecedented profit margin is not because the price of AM products is so high.†Sheng Shengxiang introduced, “In addition to the shopping malls doing activities, we have given certain subsidies, manufacturers will also have certain support for this promotion, this time Let profit can be said that the merchants put money to subsidize the consumers. In addition, the promotional discount price is only for the sample of the exhibition hall, and does not affect the overall positioning style of the AM home. This promotion, in addition to making the consumers who really like the neo-classical home get benefits. More is to let more people understand the cultural value of high-end home products, the characteristics of neo-classical style, etc." "Winter" insists on the quality commitment, the most important to enter the "winter" period, the home industry, especially some high-end homes The impact of the brand can not be underestimated, many companies have "exited the battlefield", because "holding" is much more difficult than "exit". At this time, insisting on only high-end brand agents, adhering to the quality commitment to consumers is very commendable. When asked about the reasons for insisting on high-end in the "winter" period, Liu Guohui, general manager of Kairan Home, confessed: "The high-end brand has a high price, but its material selection, design, and workmanship are more sophisticated. The price is not high because Water is big, but it is a manifestation of product quality. Although high-end brand sales only account for a small part of the total market share, our insistence has become extremely difficult at this time, but high-end brands are indispensable in the market, and the demand is small. But it is very strong. High-end brands can bring more guaranteed quality, let consumers feel different cultural values ​​and meet their higher level needs. Consumers can get different experiences and inner feelings from other products. This is also the reason why we insist on doing high-end. In a word, we are sticking to the quality commitment to consumers.†High-end furniture products should also be “fair and reasonableâ€. Some top brands at home and abroad are chosen by themselves. Material, design, workmanship is more sophisticated, higher quality, so the price is higher than the general furniture brand of the same category, and Survive the "winter period", high-end furniture also needs to take concrete measures to ensure a fair and reasonable price. It is understood that Kairan has clear and detailed regulations on product price setting to ensure that the price of the agent products is reasonable and fair and stable. “Henan Kairan Home has been established as a high-end home furnishing product since its establishment in 2007. Because the quality of these brands is more secure, we must make consumers more comfortable and comfortable.†Liu Guohui, general manager of Kairan Home, told reporters "Our product prices are reasonable and fair and stable. There are no cases where product prices vary from person to person and from time to time." Conclusion As General Manager Liu Guohui of Kairan Home said, the home industry should "hold on consumption." "Quality Commitment", the combination of knowing and doing, adhere to corporate responsibility, reform and innovation on this basis, change the business philosophy, "cold winter" will end soon, the industry's "warm spring" is coming.
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