Now, just walk around the home store, you can see a home brand in English, Italian and Chinese. Most of these brands claim to be imported brands from the United States, Germany, Italy and other countries, and claim to be the brand. Agents in China and in Beijing. However, foreign brand agents are true or false, and there are many tricks and undercurrents hidden in them, but consumers are not clear.
Foreign brands are difficult to distinguish between true and false "We sell Italian imported furniture, we are the general agent in China", "The top layer of these sofas and the internal eucalyptus frame are imported, we are Beijing regional agents" ... similar Such rhetoric, consumers frequently heard when visiting home stores.
With the booming of the home furnishing industry, more and more imported home furnishing brands are targeting the Chinese market, and foreign brands' agents in China seem to spread overnight.
Some of these imported brands are scattered in mid-to-high-end home stores, some are concentrated in the old and emerging stores such as COFCO Plaza and high-end shopping malls, while others are concentrated in high-end stores such as Klass furniture and Da Vinci homes. And other independent flagship stores. Its geographical location belongs to the “Golden Wangpu†such as the North Fourth Ring Road and the East Third Ring Road. The interior and exterior are all luxuriously decorated. The display of goods is of international standard, and the price is naturally several times or even several times higher than that of domestic products.
Although the price is high, but foreign brands are not lacking in support, but the industry has told reporters that these foreign brands are difficult to distinguish between true and false, some of these brand agents are not "clean."
"In fact, many imported home brands that are called formal agents are not original imported by the propaganda, and even some dealers have not obtained the agency right." After the sensational Da Vinci incident, a furniture agent’s sentence Explain the chaos of imported furniture agents.
Unfortunately, most consumers are unaware of this. Hebi, the general manager of the Italian honeybee tile market in China, said that “the imported building materials and ceramic tile products are difficult to test and supervise. Even the industry insiders need to carefully identify them. Consumers as vulnerable groups are not easy to distinguish.â€
The profit of formal agents is not high. In fact, it is not easy to obtain the agency rights of imported brands through legal channels, especially the first-level agency rights. From the generation of agency intentions to the final acquisition of agency rights, brands and agents often have to go through several years. Run into each other.
Wang Lanyu, general manager of Super Comfort International Home, said that after a year and a half of investigation, Super Comfort received the agency rights of American furniture Ashley. Imported brands will also make many requests and restrictions on agents through pre-starting funds and post-sales policies.
COFCO Plaza, once known as the “International Furniture Gardenâ€, is undoubtedly the old-fashioned store in the domestic imported home sector. However, a merchant who has represented several European brands for more than ten years here can not help but sigh. When signing an agency contract with the brand, it has already agreed on the profit distribution quota. The profit of the agent is not high. ". The cost of operating imported homes is high, and the audience is not as wide as domestic furniture, so a three- to five-month loss in a store is normal. In pursuit of profiteering, some businesses will inevitably walk up the road.
Dong Lijuan, the marketing manager of Chennai Yiju, who is the agent of American furniture Baker and other brands, also said that when the imported brands began to be imported seven years ago, there was no obvious unhealthy phenomenon in the domestic household market. However, after the increase in market demand and the increase in profit margins, especially after the rapid increase in national income, a small number of merchants using other means to pursue profits were slowly emerging.
Faced with the “several attitudes†in the field of imported home agents, Heyi believes that each investor's philosophy and ideas are different, which determines the different ways of investing and operating the brand. "You use the brand as a business to operate, or as a tool to make money, this is a completely different essence."
â– Pattern analysis
1 Home Commune · Special Report (1)
Subsidiaries, direct sales and agents coexist In order to ensure that the development pattern in China is highly consistent with brand planning, some imported brands have established subsidiaries in China. In the first-tier cities, the subsidiaries are directly responsible for sales, while in the second- and third-tier cities, they are sold by regional agents, or directly to the end consumers, or continue to develop distributors.
For example, Danish Fulege Coatings established a subsidiary in Shanghai when entering the Chinese market, and established direct sales stores in Beijing and Shanghai in strict accordance with its sales model in Scandinavia, while in the peripheral market, it is handed over to the region. Agents operate, agents no longer set up distributors, directly facing the terminal.
2 Set up an office, the sales are handed over by agents. Many imported brands set up offices in China, but the office is only for the development of agents, and is not directly responsible for sales.
By selecting powerful agents in China, it will avoid many flaws in the unfamiliar market environment of the brand, and avoid the workload of opening up the market and finding new channels. Most agents already have good sales channels and are familiar with the local. Sales model and market, sales can be guaranteed.
3 Fully handed over to agents In order to reduce operating costs, there is no subsidiary or office in China, and all modes of operation are handled by agents, which has become the choice of some imported brands.
In general, international first-line brands and powerful brands have strict requirements for agents. In addition to examining the strength of dealers, the storefront area, geographical location, decoration quality and the boss's business ideas have been strictly examined, even each Zhou will come to the store to help with some specific work. On the contrary, the threshold for the smaller brands is lower.
■Agent's unspoken rules “export and re-import†is not difficult. According to an industry insider, some merchants often go to Paris, Milan and other internationally renowned furniture fairs to select brands or products that are more popular or novel in the international market.
After signing the agency agreement with the local distributor and the brand, the company will obtain all the rights and interests of the agent in China (including the certificate of origin, agreement, etc.), and then import a small amount of foreign furniture (legally obtaining the customs declaration) to cooperate with the manufacturer at home. Imitation of these furniture, and the label of the foreign brand, "export" to the country of origin and then "imported" back to the real mess, this process is called "over the water, plating a layer of gold." The cottage manufacturers and agents collude with each other. The former is responsible for designing the manufacturing and manufacturing, while the latter is responsible for getting through all the links and obtaining various certificates and sales qualifications.
In addition, some merchants have obtained the agency right, but in fact they are not the authorized channels of imported brands. They only act as buyers or second-hand dealers; or register a shell company overseas, and then put their own local products on foreign brands. To raise the price and so on.
The reason why these tricks work, in addition to the lack of supervision of imported brands on sales in China, also stems from the domestic easing of imported home access and consumer psychology.
■Market visits to consumers are difficult to obtain “foreign brand†information At present, there are many domestic imported brands, and various brands have entered various ways in the Chinese market. They have opened a variety of means such as specialty stores, independent stores and authorized agents.
According to the reporter's incomplete statistics, there are more than 130 imported brands in the Real Estate and COFCO Plaza, with the most common brands in Italy, France and the United States. Italian brands include NATUZZI, B&B Italia, Moroso, ARMANI/Dada, etc., which are familiar to consumers. French brands include Roche Bobois (Rockburg), Ligne Roset (freehand space), KENZO, FENDI, etc. British and American brands include Baker, ASHLEY, Andrew Martin and others, as well as the names of most brands, are relatively new to consumers.
Among them, many brands do not have an official website, and there are brands of official websites. Most of them do not have an authorized agent or store introduction. The information is not complete. Consumers understand the channels and sources of information of imported brands. These are for consumers to identify the foreign countries. Brand identity and product authenticity add to the difficulty.
■The industry should establish an official data platform. Qiu Baochang, the head of the Chinese Consumers Association’s lawyers’ group to identify the true and false of imported brands should not be borne by consumers. The national quality inspection, industry and commerce, customs and other departments should unite. Imported brands are reviewed.
Because the quality inspection, industry and commerce and other relevant regulatory departments are responsible for different fields, it is impossible to conduct all-round tracking and testing of imported products such as quality, circulation, entry and exit, and lawless elements are easy to take advantage of. Relevant departments should coordinate supervision, label the origin, import and quality inspection reports of the products or establish a database, and at the same time improve the information technology of each department and establish an electronic data sharing platform. In this way, any department that detects the product, as long as the relevant data is checked, can identify the authenticity.
At the same time, the state should improve relevant systems, clarify and standardize standards, increase penalties for counterfeiting businesses, and increase supervision. If consumers suspect that they have problems, they can first negotiate with the merchants, or they can contact the 12315, consumer associations, and the national industrial and commercial and quality inspection departments.
â– The reporter observes the supervision of imported furniture. Whether it is market sales personnel or industry experts, when it comes to identifying the identity of imported brands, they all agree to see the certificate of origin and the customs declaration, but at the same time they also admit that these can be faked. Not necessarily effective, consumers lack professional knowledge, and there is no way to identify.
It is understood that in the Da Vinci incident, many departments such as industry and commerce, quality inspection, inspection and quarantine were involved in the investigation, and consumers were confused about who is responsible for quality, who is regulated by the market, and who is responsible for consumers.
Experts believe that it is necessary to grasp the standards from the sources of industry and commerce, quality inspection and industry authorities. For example, a large proportion of imported furniture materials can be labeled as imported furniture, and the current regulations are not clear.
The Da Vinci incident did create a crisis of trust for consumers. However, it has positive significance for the long-term development of the industry, because it exposes the defects of market supervision, prompting the regulatory authorities to put the norms of imported furniture on the agenda, and to come up with a specific and clear management method as soon as possible.
Foreign brands are difficult to distinguish between true and false "We sell Italian imported furniture, we are the general agent in China", "The top layer of these sofas and the internal eucalyptus frame are imported, we are Beijing regional agents" ... similar Such rhetoric, consumers frequently heard when visiting home stores.
With the booming of the home furnishing industry, more and more imported home furnishing brands are targeting the Chinese market, and foreign brands' agents in China seem to spread overnight.
Some of these imported brands are scattered in mid-to-high-end home stores, some are concentrated in the old and emerging stores such as COFCO Plaza and high-end shopping malls, while others are concentrated in high-end stores such as Klass furniture and Da Vinci homes. And other independent flagship stores. Its geographical location belongs to the “Golden Wangpu†such as the North Fourth Ring Road and the East Third Ring Road. The interior and exterior are all luxuriously decorated. The display of goods is of international standard, and the price is naturally several times or even several times higher than that of domestic products.
Although the price is high, but foreign brands are not lacking in support, but the industry has told reporters that these foreign brands are difficult to distinguish between true and false, some of these brand agents are not "clean."
"In fact, many imported home brands that are called formal agents are not original imported by the propaganda, and even some dealers have not obtained the agency right." After the sensational Da Vinci incident, a furniture agent’s sentence Explain the chaos of imported furniture agents.
Unfortunately, most consumers are unaware of this. Hebi, the general manager of the Italian honeybee tile market in China, said that “the imported building materials and ceramic tile products are difficult to test and supervise. Even the industry insiders need to carefully identify them. Consumers as vulnerable groups are not easy to distinguish.â€
The profit of formal agents is not high. In fact, it is not easy to obtain the agency rights of imported brands through legal channels, especially the first-level agency rights. From the generation of agency intentions to the final acquisition of agency rights, brands and agents often have to go through several years. Run into each other.
Wang Lanyu, general manager of Super Comfort International Home, said that after a year and a half of investigation, Super Comfort received the agency rights of American furniture Ashley. Imported brands will also make many requests and restrictions on agents through pre-starting funds and post-sales policies.
COFCO Plaza, once known as the “International Furniture Gardenâ€, is undoubtedly the old-fashioned store in the domestic imported home sector. However, a merchant who has represented several European brands for more than ten years here can not help but sigh. When signing an agency contract with the brand, it has already agreed on the profit distribution quota. The profit of the agent is not high. ". The cost of operating imported homes is high, and the audience is not as wide as domestic furniture, so a three- to five-month loss in a store is normal. In pursuit of profiteering, some businesses will inevitably walk up the road.
Dong Lijuan, the marketing manager of Chennai Yiju, who is the agent of American furniture Baker and other brands, also said that when the imported brands began to be imported seven years ago, there was no obvious unhealthy phenomenon in the domestic household market. However, after the increase in market demand and the increase in profit margins, especially after the rapid increase in national income, a small number of merchants using other means to pursue profits were slowly emerging.
Faced with the “several attitudes†in the field of imported home agents, Heyi believes that each investor's philosophy and ideas are different, which determines the different ways of investing and operating the brand. "You use the brand as a business to operate, or as a tool to make money, this is a completely different essence."
â– Pattern analysis
1 Home Commune · Special Report (1)
Subsidiaries, direct sales and agents coexist In order to ensure that the development pattern in China is highly consistent with brand planning, some imported brands have established subsidiaries in China. In the first-tier cities, the subsidiaries are directly responsible for sales, while in the second- and third-tier cities, they are sold by regional agents, or directly to the end consumers, or continue to develop distributors.
For example, Danish Fulege Coatings established a subsidiary in Shanghai when entering the Chinese market, and established direct sales stores in Beijing and Shanghai in strict accordance with its sales model in Scandinavia, while in the peripheral market, it is handed over to the region. Agents operate, agents no longer set up distributors, directly facing the terminal.
2 Set up an office, the sales are handed over by agents. Many imported brands set up offices in China, but the office is only for the development of agents, and is not directly responsible for sales.
By selecting powerful agents in China, it will avoid many flaws in the unfamiliar market environment of the brand, and avoid the workload of opening up the market and finding new channels. Most agents already have good sales channels and are familiar with the local. Sales model and market, sales can be guaranteed.
3 Fully handed over to agents In order to reduce operating costs, there is no subsidiary or office in China, and all modes of operation are handled by agents, which has become the choice of some imported brands.
In general, international first-line brands and powerful brands have strict requirements for agents. In addition to examining the strength of dealers, the storefront area, geographical location, decoration quality and the boss's business ideas have been strictly examined, even each Zhou will come to the store to help with some specific work. On the contrary, the threshold for the smaller brands is lower.
■Agent's unspoken rules “export and re-import†is not difficult. According to an industry insider, some merchants often go to Paris, Milan and other internationally renowned furniture fairs to select brands or products that are more popular or novel in the international market.
After signing the agency agreement with the local distributor and the brand, the company will obtain all the rights and interests of the agent in China (including the certificate of origin, agreement, etc.), and then import a small amount of foreign furniture (legally obtaining the customs declaration) to cooperate with the manufacturer at home. Imitation of these furniture, and the label of the foreign brand, "export" to the country of origin and then "imported" back to the real mess, this process is called "over the water, plating a layer of gold." The cottage manufacturers and agents collude with each other. The former is responsible for designing the manufacturing and manufacturing, while the latter is responsible for getting through all the links and obtaining various certificates and sales qualifications.
In addition, some merchants have obtained the agency right, but in fact they are not the authorized channels of imported brands. They only act as buyers or second-hand dealers; or register a shell company overseas, and then put their own local products on foreign brands. To raise the price and so on.
The reason why these tricks work, in addition to the lack of supervision of imported brands on sales in China, also stems from the domestic easing of imported home access and consumer psychology.
■Market visits to consumers are difficult to obtain “foreign brand†information At present, there are many domestic imported brands, and various brands have entered various ways in the Chinese market. They have opened a variety of means such as specialty stores, independent stores and authorized agents.
According to the reporter's incomplete statistics, there are more than 130 imported brands in the Real Estate and COFCO Plaza, with the most common brands in Italy, France and the United States. Italian brands include NATUZZI, B&B Italia, Moroso, ARMANI/Dada, etc., which are familiar to consumers. French brands include Roche Bobois (Rockburg), Ligne Roset (freehand space), KENZO, FENDI, etc. British and American brands include Baker, ASHLEY, Andrew Martin and others, as well as the names of most brands, are relatively new to consumers.
Among them, many brands do not have an official website, and there are brands of official websites. Most of them do not have an authorized agent or store introduction. The information is not complete. Consumers understand the channels and sources of information of imported brands. These are for consumers to identify the foreign countries. Brand identity and product authenticity add to the difficulty.
■The industry should establish an official data platform. Qiu Baochang, the head of the Chinese Consumers Association’s lawyers’ group to identify the true and false of imported brands should not be borne by consumers. The national quality inspection, industry and commerce, customs and other departments should unite. Imported brands are reviewed.
Because the quality inspection, industry and commerce and other relevant regulatory departments are responsible for different fields, it is impossible to conduct all-round tracking and testing of imported products such as quality, circulation, entry and exit, and lawless elements are easy to take advantage of. Relevant departments should coordinate supervision, label the origin, import and quality inspection reports of the products or establish a database, and at the same time improve the information technology of each department and establish an electronic data sharing platform. In this way, any department that detects the product, as long as the relevant data is checked, can identify the authenticity.
At the same time, the state should improve relevant systems, clarify and standardize standards, increase penalties for counterfeiting businesses, and increase supervision. If consumers suspect that they have problems, they can first negotiate with the merchants, or they can contact the 12315, consumer associations, and the national industrial and commercial and quality inspection departments.
â– The reporter observes the supervision of imported furniture. Whether it is market sales personnel or industry experts, when it comes to identifying the identity of imported brands, they all agree to see the certificate of origin and the customs declaration, but at the same time they also admit that these can be faked. Not necessarily effective, consumers lack professional knowledge, and there is no way to identify.
It is understood that in the Da Vinci incident, many departments such as industry and commerce, quality inspection, inspection and quarantine were involved in the investigation, and consumers were confused about who is responsible for quality, who is regulated by the market, and who is responsible for consumers.
Experts believe that it is necessary to grasp the standards from the sources of industry and commerce, quality inspection and industry authorities. For example, a large proportion of imported furniture materials can be labeled as imported furniture, and the current regulations are not clear.
The Da Vinci incident did create a crisis of trust for consumers. However, it has positive significance for the long-term development of the industry, because it exposes the defects of market supervision, prompting the regulatory authorities to put the norms of imported furniture on the agenda, and to come up with a specific and clear management method as soon as possible.
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