In the cabinet market, some news about the "pseudo-foreign brand" can always be heard. Now the cabinet industry also has this phenomenon, and the industrial and commercial departments have also severely cracked down on these companies that have made false propaganda. According to industry sources, three fake methods can be used to imitate a fake foreign brand.
According to the survey, in the cabinet store, most of the brands have beautiful foreign names, and the imports are even more rare: from "Italy", "United States", "Spain", "Germany" and other countries. The difference in the price of the same material, the largest to reach more than 5,000 yuan per meter, the overall kitchen price difference is as high as 20,000 to 30,000 yuan, especially between the local brands and the "imported" brand. (Yanmi is a three-dimensional concept. 1 Yanmi generally includes a 700 cm high wall cabinet and a 850 cm high floor cabinet each 1 meter.)
In a whole kitchen specialty store, range hoods and gas appliances are all English brands that have never been heard before, the price is more than 5,000 yuan, the promoters said that it is the second-ranked brand in Europe, but asked the number one Which one, the promoter said: "I don't know, we only care about this brand."
Many people in the cabinet industry said that the "foreign brands" of some cabinets are currently produced in China through the following methods.
Manipulation 1: Partial imports replace all imports
A person in charge of a domestic brand cabinet in Guangzhou revealed that some cabinets are called “all importedâ€, but in fact only samples are imported products. This type of technique is very common. He said that in fact, there are not a few foreign cabinets supplied by China, but some merchants have imitated them to obtain more profits.
There are also some companies that import products from other countries also branded "Italian", "Germany" and other cabinet powerhouses. At the Mercure Center in Guangzhou, a close look at a store that did not indicate the import place, found a promoter who claimed to be from Italy's cabinets, opened the door but found odor, the inside of the cabinet is rough, no paint.
Technique 2: European low-end products in China should be "famous brands"
Because of the frequent trips to Italy, Germany, Spain and other countries, I am familiar with international brands. At present, some so-called "first-class high-end brands" in the market are not well-known in Europe, or are positioned in the middle and low grades.
Insiders revealed that many so-called foreign "famous cabinet brands" have two methods: first, it is to spend thousands of dollars to entrust a professional registration company, register a shell company in Germany, Italy and other countries, all of its production and sales are Secondly, there are no foreign trademarks registered, only to build a factory in China, introduce some equipment, and produce according to a foreign standard, claiming to be “original import†and selling it at high price.
Technique 3: The price of the accessories in English can exceed 10,000.
It is reported that due to the current foreign brands in the kitchen and bathroom hardware market, people's attitude of worshipping the ocean is still very serious. Some merchants lie as ordinary brands as imported brands, which is particularly serious in the high-end kitchen market. According to reports, some well-known brands in China, such as sinks and faucets, generally offer hundreds of yuan, and many of them are only a thousand dollars. However, foreign brands are thousands of dollars, and some even tens of thousands.
According to reports, at present, a low-end brand embedded refrigerator from the market in Europe, one can also sell 40,000 to 50,000 yuan. After the range hood is advertised as a famous Italian brand, the price will rise to more than 20,000 yuan. It is reported that with the popularity of the overall kitchen concept, many consumers currently buy cabinets, often let cabinets help with appliances, sinks, refrigerators, faucets and so on.
According to incomplete statistics of cabinet stores, this type of consumer group has accounted for nearly 50%. While dramatically expanding the kitchen market space, it is also an opportunity to gain profiteering for accessories. In the short term, it is necessary to “pay†for foreign brands. At present, domestic cabinet brand enterprises are striving to improve their strength. For example, Cobo has upgraded E0 level free of charge, and Europe has actively advocated the development of industry standards. Major brands such as Haier, Sakura, Shuaikang, Fangtai and Vantage have also entered the kitchen industry. Moreover, the domestic cabinet manufacturing process is gradually in line with international standards.
However, in terms of original design, domestic brands are indeed at a distance from the international level. Moreover, there are not many powerful cabinet manufacturers, can afford to buy high-end equipment, and can not attract high-quality talents for their innovation. In fact, there are countless cabinet companies currently registered in the Hong Kong Special Administrative Region and even abroad. A business owner reluctantly told reporters that because many policies are tilted towards these registered companies, it is difficult to avoid the “falsification†in the cabinet industry.
A domestic cabinet expert believes that Italy's cutting-edge design and German craftsmanship, the domestic cabinet industry is difficult to keep up in the short term, and it is inevitable to "pay", but this will definitely drive the development of the entire cabinet industry. .
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