Furniture companies "going out to sea" encounter brand problems

Getting the brand out of the country is well known to overseas consumers is a problem that many furniture companies are responsible for. However, in the current Beijing furniture market, although there are not a few domestically produced furniture products that go out to the sea, there are few domestic furniture brands that have entered the overseas market with their own brand image. In the spring of this year, Ruichi Furniture opened four stores overseas and became the leader of the domestic furniture brand “going out to sea”.

Most of the furniture "out of the sea" has no brand

From the International Furniture Fair in Cologne, Germany in January to the Guangzhou International Furniture Fair in March, to the Milan International Furniture Fair in Italy last month, Chinese furniture brands are all looking forward to using the international exhibition to promote the brand overseas. The brand's overseas visibility and influence. But so far, there are very few furniture brands in the Beijing furniture market that have truly crossed the ocean.

In the interview with reporters, Ronglin Shijia President Qilin said: "At the Milan Furniture Fair, our furniture products are widely loved by overseas consumers. On the spot, customers have placed orders to buy. But for the idea of ​​opening up overseas markets, we Not urgent." In the subsequent interviews with several well-known furniture brand leaders in Beijing, the reporters got similar answers.

The reason is not only because there are many places in the domestic market that can be tapped, but also the market potential is great. More importantly, the furniture brands are “going out to sea”. Enterprises need to solve various problems such as aesthetic differentiation and price positioning of domestic and foreign consumers. At the same time, there must be a comprehensive system to support it, which requires a mature team to serve it.

After the investigation, the reporter learned that the current Chinese furniture enterprises have no brand phenomenon after the “going out to sea”. Although the furniture products have achieved cross-border crossing, they have been crowned with other people’s brand names and become pure founders. . “At present, most of the furniture companies in Beijing are seeking overseas orders through the Canton Fair and exhibitors at foreign furniture fairs, but the furniture companies that really go out of the brand image are really few and far between.” Referring to the current domestic furniture The status quo of overseas development of the company, Yu Xiu Su, vice president and secretary general of the Beijing Furniture Industry Association.

Opening a store overseas

This spring, Ruichi Furniture opened four new stores on Fairfax Avenue in the Swiss Cottage area of ​​London, Shuwaikh in the port city of Kuwait, Laval in Montreal, Canada, and Punta Del Este, a famous tourist resort in Uruguay, all of which are located in various countries. Prosperous commercial location. Up to now, the Ruichi brand's marketing network has covered the world, registered in nearly 60 countries and regions, and opened 47 brand stores in the UK, Germany, Australia and other regions, all through the cooperation model with dealers in China. There are 43 specialty stores in more than 30 cities.

Wang Yanning, director of the market for Ruichi Furniture, said that from the first day of the brand's emergence in 2005, the focus of the company included overseas markets. The first batch of overseas stores are mainly located in the world's central cities such as London, Sydney, and Seoul. These cities have strong consumer guidance for the surrounding areas. In the early days of opening stores overseas, the biggest difficulty for Ruichi was the lack of brand awareness, but after practice verification, companies can slowly win the trust of more and more consumers through good design and excellent service.

She said that companies can take the route of cooperation with dealers when opening up overseas markets. In order to maintain a good brand image, companies will be very cautious about the choice of dealers. Choosing to work with a dealer is a very rigorous job. Whether you agree with corporate brand, have a common philosophy and continuous enthusiasm, whether you have enough funds and a good team, whether you have experience in operating high-end brands, etc., these are the key points that should be assessed. Once the partnership is established, the company will give the dealer a lot of backup support. For example, the store's display design, layout, and even the paint on the wall, the color of the floor, Rui Chi will recommend to the dealer. It is reported that there is a special international business department within the Ruichi enterprise to deal with all issues of overseas affairs.