Recently, well-known home appliance brands have been very active in the cabinet industry. At the second cabinet festival of the Guangzhou Construction Expo that just concluded in early July, Kangbao, Rongshida, Midea and other high-profile appearances; the newly opened Pazhou Jisheng Weibang Building Materials Museum and Jockey Club Home Furnishing stores, such as Siemens and Electrolux Foreign appliance giants such as Sri Lanka and their partners; and in the 7th China Interior Star Design Competition just launched last week, Shenzhen Century Deyi Kitchenware Co., Ltd. The main sponsor of the contest. After Haier and Vantage entered the cabinet industry on a large scale around 2007, today's home appliance companies have once again set off a huge wave of entry into the cabinet industry.
Incentives for "the last piece of high profit cake in the building materials industry"
At the beginning of July, Kangbao, a famous movie star Sun Honglei, was chosen as its cabinet product spokesperson, and made a high-profile appearance at the Guangzhou Construction Expo. He printed such a sentence in the conspicuous place of his investment information: "The last high-profit cake in the building materials industry" There is no doubt that in the view of many home appliance companies, the cabinet industry still has higher profits today, which is the main incentive for home appliance companies to enter the cabinet industry urgently.
In the view of many home appliance companies, kitchen appliances and cabinets are inseparable, and kitchen appliances have a higher technological content. If you can do good kitchen appliances, you will naturally be able to make cabinets.
Li Zhaohua, general manager of Deyi Kitchenware Guangzhou Branch, told reporters: "In the West or Hong Kong and Macao, they categorized cabinets and kitchen appliances into kitchen equipment, but we are now divided into electrical appliances and building materials. We often encounter this In one situation, the consumer fancy a set of cabinets, but cannot choose the electrical products that match the style of the cabinet, or vice versa, the customer chooses a set of favorite electrical appliances, but cannot find a set of cabinets with it. Good cooperation. Our kitchen and bathroom appliances companies will have a deeper understanding of kitchen equipment and will understand customers' needs better. "
Forms of independent management and cooperation models exist at the same time
In recent times, the home appliance industry has entered an unprecedented fierce march. Like Herbalife, with its popularity in the disinfection cabinet industry, it has positioned itself as a "Chinese health cabinet expert" and launched 24 series of products in more than 140 colors at a stretch, known as the brand with the longest product line in the cabinet industry. German and Italian cabinets sponsored interior design competitions nationwide. Li Zhaohua said: "Famousness is given by consumers, not hype. Even if there is hype, it is not long-lasting. By sponsoring a platform such as the design competition, Germany and Italy hope that consumers can have a rational understanding of their products, which is more convincing than blind recognition. "
At present, home appliance companies enter the cabinet field, and two modes of independent operation and partner selection exist at the same time. In the early days, Haier, Vantage, and today's Deyi and Kangbao, these enterprises have already had their own brand of cabinet products, and have slowly transformed into a whole cabinet enterprise of home appliances + cabinets. Other companies have adopted a strong business strategy with traditional home furnishing companies in order to jointly create a new concept of "whole cabinet". Such as Weifa Siemens Cabinet, it is Siemens' cooperative authorized enterprise; Electrolux and IKEA are also global partners.
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