Recently, the famous home appliance brand to enter the Cabinet industry enterprise is very active. In early July of Guangzhou CBD 2008 has just been completed will the second Cabinet Festival, combo, royalstar, beauty, and other high-profile appearance; new Zhang near pazhou Kat Shengweibang building materials Museum and the Hong Kong Jockey Club home, home stores, there are some like Siemens, Electrolux such foreign appliances sight of the Giants and their partners; and in the last week has just launched the 7th indoor star design competition, from kitchen electrical appliances of well-known enterprises in Shenzhen century dandy kitchenware co., Ltd. has become the main sponsor of the contest. Following the 2007 year, Haier, Vantage after mass into the Cabinet industry, today's home appliances Enterprise set off again to enter the Cabinet industry waves.
Incentives: "building materials industry, the last piece of highly profitable cake"
At the beginning of July, a famous movie star sunhonglei selected as its spokesman, closet and Guangzhou CBD 2008 conference-profile debut of the combo, in its investment information in a conspicuous place on such a saying: "building materials industry, the last piece of highly profitable cake", there is no doubt that in many household electrical appliance enterprises, cabinet industry still has a higher profit, this is the household electrical appliance enterprises urgently into the main cabinet industry.
In many household electrical appliance enterprises, kitchen appliances and cabinets are inextricably linked, and kitchen appliances of higher technological content, good kitchen appliances, and will also be able to do a cupboard.
Dtensils Chiu Hwa Lee, General Manager of Guangzhou Branch told reporters: "in the West or Macao they put cabinets and kitchen electrical appliances are classified in the kitchen, but we are now divided into appliances and building materials. We often come across a situation where consumers like a cupboard, but elected not to follow this set of kitchen cabinet style matching electrical products, or vice versa, the customer selects a set of ideal electrical appliances, but can't find a set of cabinets with it there is a good fit. We do kitchen appliances enterprises on kitchen equipment will be more deep understanding of, and be more aware of the needs of customers. ”
Forms: independent operation and cooperation models exist simultaneously
The recent period of time, the home appliance industry to enter is unprecedented ferocity. Like combo, with its disinfection cabinet industry reputation, will position itself as the "China expert" health cabinets breathed a sigh of relief launches 24 series 140 multiple colors of products, known as the Cabinet industry product line maximum brand. Dandy cabinets is a nationwide competition sponsored by the interior design, Chiu Hwa Lee said is: "visibility is a consumer, not the speculation will be, even if there is also speculation is not long, through the sponsorship of the design contest such a platform, dandy hopes to allow consumers to their products in the rational cognitive understanding than blind more persuasive. ”
Current household electrical appliance enterprises into cabinets, independent operators and select partners both modes is also exist. Early Haier, Vantage and today's dandy, combo, these enterprises have already had its own brand of kitchen products, and has been slowly transition to home appliances + Cabinet integrated Cabinet enterprise. Some enterprises are using traditional home businesses combining business strategy, in order together to create a "new concept of integrated Cabinet". Such as Wei method is Siemens cabinets, Siemens cooperation authorized Enterprise; Electrolux and IKEA is also a partner in the global scope.
Question: household electrical appliance enterprises do cabinet is the "into the White Tiger TAM"?
In the face of accelerating into the household appliances enterprises, traditional kitchen industry enterprises have different views. Reporters interviewed many of the traditional heads of Cabinet business related, they generally believe that cabinets production surface of simple, not necessarily. Optima group co., Ltd Guangdong Yaoliangsong with respect, household electrical appliance enterprises do cabinets are in fact "into the White Tiger pond, many have entered the Cabinet industry, household electrical appliance enterprises, in fact, is in less than one loss." "A few years ago, such as Haier entered the Cabinet industry, household electrical appliances, big brother, we were also worried that too, but in the end prove, over the past few years we get, the greater the sales performance or leading."
"Household electrical appliance enterprises as long as the money, to introduce a production line can be started immediately after production, the cabinets can be different, the Cabinet is a custom type of product, sales amount to come before the dimensions, design, production, each set of product specifications, and spare parts, aftermarket distribution and installation and ordinary household electrical appliances are different, a lot of things have not imagined simple." In a bit reluctant to disclose the name of the Cabinet industry, cabinet industry, more like a service that is not so good.
Reporter's notes: put Feng Jing for Ma Liang
Kitchen cabinet market, Dragon and snake, entered the Cabinet industry well-known household electrical appliance enterprises have many, not yet entered into the "is" no less.
Some itself is not very professional cabinet enterprise, with some well-known brand of household electrical appliance enterprises to produce cabinets, don't look at Chinese name exactly the same, but the registration of trade marks, the consumer is the kitchen supplied with, there will be a "mistake Feng Jing for Ma cool puzzles".
Journalists who met a consumers, she was in a group purchase order and a well-known brand name of kitchen electric appliance, as a result, the nightmare begins. She found after installation, pipe angle valve is not installed, the invisible hand of the boundary is not polished, the sink is not fixed to the floor ... Anyway, the problem a lot. The consumer immediately give the enterprise phone each other again, then finally to a person, only the angle valve mounted, for "sink why just rested on the floor", the man that is, to ask him to handle polished, he had consumers own mill, engage in a long time, things still haven't figure it out. Who knows
Road and later took a bigger problem, downstairs owners call her, because the person installing the cabinets water valve did not install fasteners, downstairs is dripping, neighbors kitchen so quickly into the water curtain cave ...Leading electrical enterprise is a reliable place, however, choose to name Cabinet products, the consumer must understand this cabinet is really famous electrical enterprise production, or whether it has been this well-known licensing for the enterprise.
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