The prospects for imported furniture in the “post-Da Vinci era†are still confusing, and the mid-end furniture market may resume “warâ€.
Although the “Da Vinci Incident†has been in the past ten months, the impact of the event continues to ferment and the impact on the sales of imported furniture still exists.
Da Vinci opened two new stores within ten months, and the Spring/Summer exhibition was held as scheduled. Da Vinci’s director Huang Zhixin was still confident in the future development when he was interviewed by the newspaper, and said that the American brand with price will become its The focus of development.
July 10, 2011.
Huang Zhixin, the director responsible for Da Vinci's home business in China, still remembers this day clearly. This is indeed a day of historical significance for Da Vinci's home. On this day, a CCTV report pushed Da Vinci to the forefront and eventually rose to the "Da Vinci Incident." The time has been over the past 10 months, but the impact of the Da Vinci incident still exists.
Now, asking this incident has changed the mentality of Huang Zhixin. He said, "Let me learn a lot, change a lot, and know a lot."
Da Vinci's "change"
On May 4th, Da Vinci 2012 European and American Home Spring and Summer Exhibition opened in Shanghai as scheduled. Careful people can easily see that the words “surprise price†are very eye-catching, whether it is a car body advertisement on the road or a large outdoor advertisement outside the exhibition hall. In the advertisement, a beautiful classical chair is matched with a number that is very different from the impression that Da Vinci is tens of thousands and hundreds of thousands of prices.
Enter the exhibition hall, look at the label, furniture below 10,000 yuan is no longer difficult to trace. Even in the corner of the venue, Da Vinci used a small exhibition area to display a number of home products called "heart rate" and "pro-people price." Looking through the label, you can buy it for only a few thousand or even a few hundred dollars. The labels on these products indicate that the brand is “Hollywood†and the origin is from “Indiaâ€.
Those who are concerned about the Da Vinci incident may still remember "Hollywood," a brand that was repeatedly mentioned in the "Da Vinci Incident" and is also a brand with "fake controversy." According to Da Vinci's explanation, the brand is a US brand, global procurement, and the production area is mostly concentrated in Southeast Asian countries including China and India. Huang Zhixin told reporters that "these products are often pulled back to the United States after long-distance transportation after production, and then returned to China for sale. Sometimes, there will be delivery in the bonded area, and then customs declaration into domestic sales. This is also the media exposure. Finch’s so-called “one-day tour of the bonded area†is also an approach recognized by the relevant authorities.â€
Today, Da Vinci no longer vaguely or obscures the expression of these “foreign brandsâ€. According to Da Vinci's plan, the American brands Thomasville and HENREDON, Hollywood, etc. will become the focus of future development. Huang Zhixin explained: "After the negotiations between Da Vinci and these American brands, the products will not be shipped back to the US port after being shipped from Southeast Asia, but will be delivered directly in China, saving the cost of long-distance transportation. Greatly reduced."
He further said: "These brands and Da Vinci are not only the relationship between agents and agents, but also a cooperative relationship. Da Vinci will quickly expand the market with these brands, and will also be in the form of brand stores in Shanghai. Hangzhou and other places expand." Huang Zhixin told reporters that the current sales of Da Vinci's classical products accounted for about 40% of the overall sales, fashion brands accounted for about 40%, while American and modern add up to 20%, the future Da Vinci will focus on expanding the sales of American home brands, trying to expand its sales to 40% or more.
High-end imported furniture was once weak
Occupying the market with the price of American homes and expanding sales may be a direction for Da Vinci's future. However, I have to admit that Da Vinci, who was once "high on the top", lowered his high head and reopened a new "battlefield". This may also be a transformation of Da Vinci's efforts to eliminate the influence of the "Da Vinci Incident".
An industry insider who asked not to be named said that after the outbreak of the "Da Vinci Incident", it not only affected the sales of the Da Vinci family, but also the sales of the entire imported household products suffered a "cold winter."
Li Wanli, president of the French House, which has been importing households for more than 10 years, told reporters that most imported homes are not as "profiteering" as people think, nor are they "adult-adult" as exposed on TV, but there are also some black sheep who are conscientious in doing business. . Today, the business of importing furniture is far less good than it used to be. Li Wanli said that after the Da Vinci incident broke out, sales in the first three months fell by 70%-80% year-on-year, and until now the impact has continued.
The reporter saw at the COFCO Plaza on May 15 that the mall that once occupied the important position of home sales in Beijing was already in a slump. On the second and third floors of the mall, the exit halls where people go to the empty space are everywhere, and even the important position next to the escalator is empty. Half an hour, no one visits, only a few veteran managers, store sales staff is also bored.
Chen Xiaotai, chairman of Baiqiang Home, also admitted that the business of imported furniture was particularly difficult this year due to the continued fermentation of the Da Vinci incident and the impact of real estate regulation. Li Wanli said that May was a small climax of home sales, but this year is still not improving. Although the influence of the Da Vinci incident has gradually subsided, it has been linked to the influence of real estate regulation, which has led to the continued sales of imported furniture. Weak.
The spring of mid-end American furniture?
According to Da Vinci's plan, the future international fashion big name and American style home will be the main force of its sales. Obviously, most of the international fashion brands are home series created by fashion big brands, which are easily visible and inquired. Such as VERSACE, FENDI, ARMANI, and Roberto Cavalli, the new agent of Da Vinci. These brands' home collections inherit the main line of their fashion design and are a relatively transparent product. American home furnishing products are globally procured, and the design is also good, but the price is generally much lower, which is the biggest reason for the “going volumeâ€.
At present, when you visit Beijing's home market, you will find that European and American household products are a kind of products that have been selling well in the home market and have relatively high prices. In the ultra-comfortable international home, HARBOR HOUSE, Meikemeijia and other brand stores, American-style homes are sought after by the middle class and some people who have had experience in studying abroad. Near the home of the North Fourth Ring, there have been more than 10 American home furnishing brands, and nowadays it has concentrated on a number of American home furnishing brands.
Although Huang Zhixin did not admit that Leonardo da Vinci "removed the civilian line" in an interview, he only insisted on paralleling the "two fronts." But the quiet change in Da Vinci's price is an indisputable fact. At the scene of the Da Vinci Shanghai exhibition, those expensive classical furniture brands were placed deep in the pavilion or interspersed in the middle of modern products. It is no wonder that consumers who have seen the exhibition feel that Da Vinci’s “price†seems to be cheaper this time.
According to an insider close to the top of Da Vinci, the American brand will become an important front in the future. The American brand store will also be the focus of Da Vinci's future national store opening. Huang Zhixin also admitted that after three years, Da Vinci's sales target will reach 900 million to 100 million yuan / year, and net profit will reach 100 million, of which the contribution of American home will be the main force.
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