"No matter what the crisis came, the injury is certainly among the largest groups. As a business, want to avoid harassment of the crisis, it is necessary to avoid doing business in the middle." Last week, the focus of the home network's "crisis cabinet under the corporate survival" Forum, the United States Keluo Shi Lu Zhou Heng agent Chinese cabinet think so. Or products will be "decentralized" to the rural areas, for the most extensive low-end market; or to make high-end products, services, "the tip of the pyramid," a small number of people, the majority in the cabinet in charge of business people, Zhou Heng like to think so Enterprise cabinet in the next few years of development planning is, after all, the market should be an effective way to winter.

Cabinet industry conspiracy "winter" Road

Last week, the focus of the home network held a "crisis cabinet under the corporate survival," the forum so that people will be focused its attention on this has always been very low-key enterprise groups. Since July this year, the home industry has entered a period of an all-time low, building materials, furniture enterprises are facing pressure. The first to stand up and shout, "If winter comes," well, "Ting in the past" is prepared at home and furniture store business, building materials and other products is shrinking agents are watching the market head, prepared from time to time "from the stage." Cabinet as a business affected one of the larger enterprise groups, business has not publicly declared for the winter, and even some high profile companies to build large, increasing production, a great fear of the Italian winter.

Europe used to send high-jin, general manager of Beijing, then explained that the current cabinet business environment can only be described as "sweeping autumn leaves," still a long way from the winter period, enterprises need to do now is ready for the winter coat, In the real dawn of the winter are not frozen to death. Gao Jin said that the EU prepared to send coat is the way to strengthen internal management, improve the management of production technology in order to reduce operating costs. European gold medals and were very concept, the general manager of Beijing, said Zhao Liang, the real winter is expected to be in the second half of next year, continuing a long time can not be estimated, through the expansion of gold production base, product category, brand name recognition to win more Market share.

Product down to open up the rural market

Despite the well-known brand speaks for the "winter" but the market has had to make the present state of depression. U.S. cabinet Keluo Shi Lu Zhou Heng said that the Chinese agent, to enter in October, the cabinet overall industry sales to decline to conservative estimates by 50% or even more, many small and medium-sized cabinet has been branded "days wearing on like years."

How in such a depressed market environment in order to survive, Henan overall letter large Pang Xue Yuan, general manager of the kitchen to the large number of small and medium-sized enterprises from cabinet. Pang Xue Yuan said that a year ago, the letter is still in the high-end market with a lot of "well-known unknown" of cabinets Enterprise struggling to fight. But the past few years have told him not to do all in high-end enterprise market will be good returns. Since last year, the letter began to adjust strategy to withdraw from the high-end stores in the capital, into the second-line stores, as customers in the low-end consumer groups. "There were times when I offer our customers products with high brand name recognition is almost the same, but my price is 1 / 3." In his view, take such a low-end line, the rate of return is very alarming.

Pang Xue Yuan believes that the industry has come in the winter, believed to have started with low-end advantage into the rural market. "At present the country to give farmers more opportunities to create wealth, the consumption potential of the farmers should not be underestimated. Big part of the letter has been set up sales outlets in rural areas, the rate of return is very impressive."

High-end professionals to do to earn high profits

Developing the rural market for small and medium-sized enterprises from cabinet, but since that can only go part of the high-end line of how the brand a foothold in the winter. Zhou Heng believes that the so-called high-end products and not necessarily how much better than other products, like low-end products targeting does not mean that the poor quality of products. "High-end products, more often than not, companies and business leaders to give the product a connotation, and high-end consumer groups to establish the exchange of spiritual, physical products to let consumers bring intangible soothe the soul." As long as this part of the Consumer groups endorsed the "high-end products with built-in the soul", then the high-end product manufacturers have a unique living space.

Around the capital in high-end home stores, sales in the high-end cabinet region will find a whole set of cabinets worth more than 10 million, several hundred thousand dollars is not a new thing. In the eyes of many people, so that the price of "unreasonable", but it seems Zhou Heng, like many luxury brands is not the price of their materials, production costs of the decision, but an intrinsic value of the brand's decision. "In a sense, that is, high-end cabinet is a luxury, it can always find a match with the customer."

However, rather than in high-end, "said the is." Zhou Heng in view, many of the cabinets prides itself on brand-name and brand is not really famous, is the need for brand-name "heritage". "Ke Luoshi way in the United States with a long history as early as a year ago, ready, ready to market by virtue of Refrigeration period based on market value of the high-end brand. Today, the Chinese market with the status quo Keluo Shi Road just ready to dock On. "