Price war
The price war has become the norm in the cabinet market. On the 20th and 21st, reporters from the Herald visited more than a dozen cabinet stores in Ginza Home, Red Star Macalline and other home stores. Whether they are high-end brands such as Oupai, Kebao Boloni, or Yinuo and Aiyijia, their reputations are relatively small. A little of the cabinet shops are all cutting prices. "There is a package price of 3 meters, the original price of more than 20,000 yuan, including smoking machines, sinks, etc., now only 16,000 yuan, more than 3 meters to enjoy a 20% discount." The salesman of the European cabinet said. In several other cabinet shops, such as Han Li, Haier, Haoshitou, etc., in addition to offering discounted package prices, consumers can also participate in activities that are held in shopping malls for over one thousand to one hundred. For fewer customers, the salesperson told the Herald reporter that they took more than a dozen orders this week.
The Herald reporter learned that the original price of a 5.8-meter floor cabinet, a 3-meter wall cabinet, and a quartz stone countertop was 22,000 yuan. Now it is only sold for 17,000 yuan. When the reporter of the Herald reported that she was planning to reconsider on the ground that she was "similar to the price of other cabinets," the salesperson said, "It can be cheaper." After some calculations, she told the Herald, "The lowest price is 13,000 yuan."
The decrease of close to 10,000 yuan has not only caused consumers' hearts but also made consumers doubt the value of the cabinets. According to the report of the Herald, as far as the cabinet is concerned, the market price of ordinary quartz stone is between 200-300 yuan per extended meter, and the expensive one is about 700 yuan per extended meter. The brand's price is 1,500 yuan per extended meter, or even higher , The price difference is obvious. Of course, it is divided into quality and brand, but whether it is worth the money or not, consumers cannot tell the naked eye.
Large and small brand fish dragon mixed
It is understood that with the popularity of the home improvement market in recent years, the status of cabinets in modern kitchens has also risen, and their use has been frequent, high frequency, and long time, so more and more people are willing to renovate cabinets It costs a lot of money. The considerable profits have also led Haier, Midea and other companies that originally produced other products to enter the cabinet market.
Despite the involvement of well-known enterprises, according to the report of the Herald, the cabinet market is still mixed, and many cabinet brands are produced under the OEM. That is, after the customer places an order, the cabinet maker finds a small workshop to produce it. It is not uncommon for a processing plant to supply multiple brands on the market. The cabinets produced by the small workshop "Honor" are often transformed into well-known brands.
In the investigation of various cabinet shops, the reporter also found that many marketers will tell consumers the ranking and word-of-mouth of their own cabinets on the Internet; while 7 of the 10 consumers randomly interviewed by the reporter report online Information about brand cabinets.
Consumers' network tendency also makes cabinet manufacturers compete for the Internet. According to industry insiders, in addition to promoting their own brands, some companies will even hire “water soldiers†to follow up. When consumers post questions about whether a certain brand is good or not, they weaken or even defame competitive brands. For example, in the Sohu home posting bar, someone asked "Is Zhibang's cabinets useful, and how is the quality?" The following reply is "The price is quite high, as for the quality, the brand is almost the same, you might as well check our , We are the price of Baihe, the quality of Ginza, there are physical stores can come to investigate, absolutely excellent value for money ", followed by a phone number.
A customer with the surname Liu told the Herald reporter that although "netizens' use experience and evaluation will affect their purchase intentions", the key to distinguishing online information is to inspect the site and compare the prices, so that the most cost-effective cabinets can be bought.
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