Kitchen cabinet market third-level differentiation high-end stable low midrange and apathetic development

Although the Cabinet in the history of China is short, but so far has also formed a clearer market framework, high-end cabinetry to imported brands, mid-range Cabinet to joint brand, low-end cabinets to domestic brands, meet people from all walks of life. But since the beginning of 2008, by the financial crisis and the impact of real estate trends, kitchen cabinet market has undergone a series of changes. There are industry concluded that, in 2008 and the first half of 2009, the high-end market is relatively stable, the low-end market by leaps and bounds, and the mid market is the most affected, atrophy is most serious, and that this trend will continue in the future for a period of time.

2009 Cabinet market third-level differentiation?

Germany is currently imported RWK kitchen cabinet represents one of the high end. China General company General Manager Zhang Bing told reporters, high-end cabinetry-hunting products customer segment is limited, their consumption habits compare fixed, even if the financial tsunami strikes, it will not cause their living expenses. "Besides cabinets in Villa luxury integral decoration costs represented is not very big, together with the General kitchen electrical appliances account for 8% of the amount of decoration, according to the owners on the importance of kitchen space, less than 5%, and 12%, for these high-end consumers, not here, a little bit. ”

The low-end market went popular routes, although affected by the financial tsunami, the property market in the doldrums, but with the extension of knowledge, cabinets and more grassroots consumers began consuming kitchen concept, but inexpensive products easier for promotional pricing, makes this market to be developed by leaps and bounds. Of course, this is not a low-end products are those that poor quality, destroy the market environment and industry trend of cabinets. Has served in the Po • bolloni, gold Cabinet brand of experienced people Zhang pointed out, in fact, some of the IR's so-called "low-end brand" is not necessarily the quality is very poor, may just be a popularity is not high. "Shenzhen cupboards relatively mature market, consumers are more rational, some end-consumers in pursuing price may also be chosen when the low-end products."

As for the current market is revealed in the mid-tier market and apathetic, industry experts said, this is mainly because the midrange market in the entire market share as a percentage of maximum, 08, 09, the overall market, mid market impact is greatest, plus some mid-level consumers to purchase inexpensive closet before making it worse. Of course, there are sectors that different regions of the greater difference, this decline in coastal areas is relatively obvious, the Mainland, so much better.

Different businesses have different coping strategies

Great changes in the market has always been to promote the role of industry reshuffle reorganization, this one is no exception. Since mid-2008, almost all cabinets are exploring various slump (at least enable enterprises to maintain three two-year survival), of which it is not difficult to find many interesting cases, sharp contrast. The same is the positioning of the Cabinet in the high-end brand, there's an additional product line, unveils low-end consumer discount packages, for example, section Po • bolloni, zhibang cabinets; increase the high-end product development efforts and hope to get more high-end market share, such as the debao • sickmann cabinets; defend itself "principles," devoted themselves to the original location held…

Zhijie Yong Zhibang cabinets Chairman told reporters that the future of hunting zhibang product line will cover down some low-end product, facing the cardinal huge mass consumption levels, but also to extend some of the top of the pyramid. "Of course, these products are non-mainstream, its share is relatively low. Our focus is in the middle and high-end, high-end products for supplying low-end products. "

RWK cabinets Zhang Bing that different businesses have different responses, is the basis for judgment by business leaders, there is a difference of pessimistic, optimistic, you really look at the wrong times, although there are a good idea, but subject to internal conditions. It is worth mentioning, though everyone is talking about restructuring, but currently called real transformation of few.

"We have not yet learned the occasion. Many companies are looking for a way to deliver, so that they can try to get through this period of time to wait for the market recovery. Cabinets belonging to the downstream of warmer real estate, certainly lags. Current real estate hasn't hit bottom, so-called Indians hidden Maoni, Cabinet surely also need a longer period of time. If we do not address this issue, really down to self-strengthening, hardly be optimistic future. ”

Diversification or not depends on their own circumstances

Just go to get to the bottom of the Cabinet enterprise is not touching the fundamental, has the potential to change the short term sales performance and market feedback, some enterprises succeed, some enterprises have failed. So which have rules to follow? what kind of strategy is the best there is only one answer — for them.

Zhang red represents whether the enterprise positioning is launched for fine-tuning, products of different price points, depending on their circumstances, to comprehensive consideration of their corporate development to which extent mastered how customer community resources. Because even doing high-end products, also does not preclude the possibility of accumulation of minorities to pursue brand in the low-end customers, even low-end product, if good quality-price ratio, taking into account, the patriotic feelings, feelings, etc., they may have in high-end customers patronize. The key is to their own situation accurately appropriate measure, if the conditions are ripe for the appropriate extension and radiation.

By the same token, home business products, product prices

Industry doing design decoration, kitchen electrical appliances enterprises do cabinets, cabinets, kitchen electrical appliances enterprises is OK, but the premise is itself to have enough maturity and sufficient conditions. Zhang red emphasized that such cross-border development of operation is very difficult, and not easy to do, the enterprise should not blindly, hurry.

On cross-border development of reservations I Le Cabinet General Manager Wang Chun chun has prepped said "hear competitors do it sincerely pleased" wardrobes, because I never touch the wardrobe music cabinets. "In the eyes of the consumer, a brand should not pick two brand, if you pick two brands, it must be a, if Cabinet, wardrobe certain development is not good." As regards the present very hot kitchen, while domestic Haier, fotile, macro, as have set foot in the door shuaikang, comparative look at Siemens, Ariston, international kitchen electrical appliances brands, regardless of strength or qualifications are justified, even today it still hares professional kitchen electrical appliances not sobering? in a Word, whether or not you want to see the diversified development of their own decisions for their own is good, such as the involvement of human drinking water.