Cabinet industry stepped up pace of innovation

Recalling 2012, subject to the external economy and the regulation of domestic real estate, "the cabinet industry has been affected by certain" became an indisputable fact. Analysis of the situation in 2013, even if there is no so-called "authority" argument, according to the market performance over the years, various import and export data and consumer demand, etc., cabinet companies still believe that should focus on betting on corporate innovation. "If you don't want to change it, it will be easy for consumers to forget. You look at the Nokia mobile phone now." Mr. Liu, a company in charge of cabinets, gave an example.

“Because the needs of consumers are constantly changing, we also need continuous innovation.” Mr. Liu believes that companies must first innovate when they are competitive. The content of "innovation" also covers many: team, management, technology, products, and so on. Corporate innovation is presented in a variety of ways. According to the author's understanding, from 2013, some cabinet companies will accelerate the development of kitchen and electric integration on the basis of the original cabinet manufacturing, and many cabinet companies have also increased the research and development of new products.

Promotions are still the mainstream. “If there are no exceptions, 2013 will not be much different from 2012. Promotions are still the theme.” Mr. Wang, an industry expert, said bluntly. In 2012, cabinet companies tried various marketing methods. Brand alliances, factory group purchases, community marketing, microblogging marketing, and promotion methods are performed simultaneously. To promote sales, various methods can be described as "various."

The industry is keen to carry out various promotions, an industry source told reporters, "This is a last resort." He analyzed that although the property control is not relaxed, but the real estate market is not imaginary cold, but now the price of housing continues to rise, the 2013 just needed to buy a house still exists.

However, it is reflected in the cabinets and other home areas, a good real estate market may not be able to bring home market, because the current consumers are too smart. “Now consumers have formed a psychological habit, they are all concerned about promotional information. General business is to engage in promotions only to buy, businesses do not engage in promotions when calm and wait.” Mr. Lin, a cabinet company sales director told reporters. In 2013's promotion plan, in addition to innovations in marketing activities, home cabinet companies such as cabinets also focused on the distribution of stores. On the basis of marketing activities in 2012, cabinet companies are also focusing on “third-degree marketing”, that is, comprehensively promoting brand, channel, and store coverage in terms of height, breadth, and depth.