The cabinet industry fierce battle opened the main push price strategy

From the time of the year to the end of the year, by the end of the year, the promotion activities of the cabinet market will increase, and a fierce battle between the cabinet industries will be triggered. Behind this round of fierce competition, what highlights is the backwardness of China's cabinet industry. Enterprises are not concerned about products and marketing methods, but a vicious cycle of trying to increase sales performance and increase market share. What is the development of the industry? All that remains is a round of rounds of wheel wars, and there is the industry narcissistic tendency of self-respect.

Promotional "relay competition" staged in the building materials market

At the end of last month, a crazy frenzy wave in the sanitary ware market had just subsided. In August, cabinet, wardrobe, and furniture manufacturers collectively set off a new round of price reduction frenzy. This summer, the continuous promotion of the construction materials market "relay race", let this decoration off-season.

A set of European-style solid wood dining tables and chairs for 3880 yuan, a full kitchen for 8999 yuan, and top-level cabinets for 2880 yuan / square meter ... There are too many discounts and special products that are too scary to think about. Living. It is reported that during this price war, many merchants did not hesitate to lose money and shouted, promotional prices hit a record low.

Large-scale stores cooperate with a single building material brand to take the initiative to set up a platform to provide large-scale event venues for merchants' promotional activities, and even participate in profit-making activities at all costs. This way of "shopping on stage and merchants singing" has become a new type of cooperation in the industry. In this regard, the person in charge of Jiasheng Times said, "The most feared thing about opening a store is that it is not popular enough. As long as the popularity comes up, it will inevitably promote the sales of other merchants in the store! The store and the merchants are a community of interests, so even if you pay for it yourself, it is worth it. ! "

Narrow pattern, fighting in the nest, fighting soldiers and dwarf generals

We often say Lu Dingji, the competition is endless. This fierce competition in the cabinet industry is also irritated by the tepid situation in the building materials market. If you want to break this industry competition pattern, you must play the ace. However, as far as the competition in the cabinet industry is concerned, such competition is a low-level industry competition. Because it did not drive the industry forward, it did not form a new competitive landscape and means of competition, but it strayed into the strange circle of commercial competition. Therefore, the competition method based on the purchase and gift of products is only a narrow competitive performance .

Price competition is always a low-level competition. This is an indisputable fact. Today, with the development of commercial competition, many companies have learned to enhance the mode of competition from the perspective of value, but the cabinet industry is still hovering at this price competition. On the superficial level, it is sad!


Call for innovation, where is the cabinet industry tomorrow?

The development of the cabinet industry to this day is still in a state of domination, and there has not been a benign competition. In the final analysis, it is due to the lack of monopolistic and subversive innovation in the industry. Due to the low additionality of the product technology of the cabinet itself, coupled with the inherent characteristics of the wood, it is difficult for the cabinet product to find a breakthrough from its own, and it also makes the cabinet without much innovation to find. Therefore, the functionality of the cabinet has become the only As a magic weapon of hype, the result is a concentration of hype by many cabinet enterprises.

Let ’s put aside the issue of functional innovation of products for a while, and then look at the development of the cabinet industry. What we exchange is an industrial innovation that can reflect the characteristics of the industry and realize the improvement of the industry. In this process, there will definitely be many Cabinet enterprises were eliminated because they could not adapt to the development of this industry. However, from the overall development of China's cabinet industry, what we urgently need is this kind of innovation that can bring new opportunities to the industry.
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