New models drive high-end imported home building materials sales in China against odds
Last three years, affected by covid and overall environment, the growth rate of the overall home building materials market generally slowed down or even declined. Against odds, the high-end imported home building materials have different performances. Some brands grew by more than 20%. New models and new methods emerged in an endless stream to deeply explore the consumption needs of young people.
Why can the high-end imported home building materials show a promising momentum of development?
The Change of Sales Model.
We can clearly see that almost all the imported brands performed well at present adopt new sales models. The traditional ‘import general agent model’ has been shrinking . When analyzing the traditional imported building materials, they are introduced into the market by the agent, and then distributed through dealers at different levels, which is one of the reasons for the high price of imported building materials.
The current market environment has changed. Information is becoming more transparent and consumers are becoming more sophisticated. The traditional model is difficult to sustain.
Operators of foreign brands are increasingly losing confidence in the general agency model. Many general agents do not operate the Chinese market with the idea of growing together with the brand. Once the brand is not developing well in China, they will quickly drop it. For brands, the loss is not only the market share, but also the brand's image and reputation in China. The consumption power of the Chinese market is obvious to all. Foreign brands pay more and more attention to the domestic market and hope that the brand can develop continuously and healthily for a long time. Therefore, they are more willing to seek joint operators to deepen the market.
“In the past, when the market was good, the development of dealer agency and extensive operation could also live well, but now this way is not feasible. With the rise of young consumer power, the channel and operation mode of imported brands in China must also change. “
Cases of good performance with key to success
l EHhome Europe: foreign direct purchase, container consolidation sales
As a domestic service provider of imported brands, it directly connects to overseas factories and sells goods directly to consumers in China through the mode of container consolidation purchase, minimizing the intermediate links and ensuring the highest cost performance of products.
It is easy to realize 4-6 household decoration needs to be combined into one container. Through the direct purchase mode, foreign high-quality and high-grade ceramic tiles can be purchased at 300-400 yuan/m2. Compared with traditional channels, the price is reduced by more than half. From the current consumer feedback,the brand is very optimistic about the future development of this model.
l MF Paint in Canada: aim at the designer channel and deeply cultivate the high-end market
Canada MF Paint adopts the strategy of deeply cultivating the medium and high-end market. In terms of market operation, it emphasizes the brand image of fashion, and stay close to young consumers. Expand the influence of the brand in the terminal by creating the social media buzz and the cooperation case of famous designers.
At the same time, the brand also has a special team to develop the tooling market. With the increasing popularity of fine decoration, the situation of building materials market being cut off is more and more obvious, and the brand needs to take the initiative to move up for a long time.
l GRB in Spain: design for young, create community marketing game
The former domestic imported building materials are still dominated by Italian and German brands, and the conservative Spanish brand is a value depression. Spanish brands are not inferior to the first two in terms of quality and design, especially in terms of design, which is more in line with the taste of young people, and has a higher cost performance ratio. These attributes meet the current market demand.
l Novartis China: top fabric+Italian high-end furniture customization
Unlike the traditional finished furniture, the imported furniture of Novartis China adopts the high-end customization mode of "domestic customized design+Italian imported fabric technology".
Furniture fabrics come from top Italian fabric suppliers NOVABUK and LUILOR, which are the same as Fendi and Chanel, and are 100% produced in Italy. In addition, we have deep cooperation with Italian factories. All high-end customized furniture adopts Italian top technology, so that domestic consumers can enjoy the furniture design synchronized with the latest international trends. The brand direct purchase mode greatly reduces costs and provides users with higher cost performance.
In addition to being favored by high-end people, this model has a high reputation among designers and furniture brands. Through this mode, designers can use the world's top fabrics and factories to complete their own creative idea, which is in line with the international first-class design, and provide customers with more valuable furniture customization services.
Aiming at the consumption upgrading of young people, imported home building materials still have advantages
The consumption power of young people is strong, and they are willing to pay for the quality of life and design preferences. Their sales needs and attributes have been quite obvious, which is a breakthrough in the home building materials industry.
With the transparency of information and the rationalization of consumers, the traditional operation mode must be changed. Imported brands no longer hold their superior image. Be more appealing to young people in terms of appearance, quality and price, is a very wise market strategy.
WKI is here to help you gain advantage in this ever-changing market. Contact us to find out more.
Last three years, affected by covid and overall environment, the growth rate of the overall home building materials market generally slowed down or even declined. Against odds, the high-end imported home building materials have different performances. Some brands grew by more than 20%. New models and new methods emerged in an endless stream to deeply explore the consumption needs of young people.
Why can the high-end imported home building materials show a promising momentum of development?
The Change of Sales Model.
We can clearly see that almost all the imported brands performed well at present adopt new sales models. The traditional ‘import general agent model’ has been shrinking . When analyzing the traditional imported building materials, they are introduced into the market by the agent, and then distributed through dealers at different levels, which is one of the reasons for the high price of imported building materials.
The current market environment has changed. Information is becoming more transparent and consumers are becoming more sophisticated. The traditional model is difficult to sustain.
Operators of foreign brands are increasingly losing confidence in the general agency model. Many general agents do not operate the Chinese market with the idea of growing together with the brand. Once the brand is not developing well in China, they will quickly drop it. For brands, the loss is not only the market share, but also the brand's image and reputation in China. The consumption power of the Chinese market is obvious to all. Foreign brands pay more and more attention to the domestic market and hope that the brand can develop continuously and healthily for a long time. Therefore, they are more willing to seek joint operators to deepen the market.
“In the past, when the market was good, the development of dealer agency and extensive operation could also live well, but now this way is not feasible. With the rise of young consumer power, the channel and operation mode of imported brands in China must also change. “
Cases of good performance with key to success
l EHhome Europe: foreign direct purchase, container consolidation sales
As a domestic service provider of imported brands, it directly connects to overseas factories and sells goods directly to consumers in China through the mode of container consolidation purchase, minimizing the intermediate links and ensuring the highest cost performance of products.
It is easy to realize 4-6 household decoration needs to be combined into one container. Through the direct purchase mode, foreign high-quality and high-grade ceramic tiles can be purchased at 300-400 yuan/m2. Compared with traditional channels, the price is reduced by more than half. From the current consumer feedback,the brand is very optimistic about the future development of this model.
l MF Paint in Canada: aim at the designer channel and deeply cultivate the high-end market
Canada MF Paint adopts the strategy of deeply cultivating the medium and high-end market. In terms of market operation, it emphasizes the brand image of fashion, and stay close to young consumers. Expand the influence of the brand in the terminal by creating the social media buzz and the cooperation case of famous designers.
At the same time, the brand also has a special team to develop the tooling market. With the increasing popularity of fine decoration, the situation of building materials market being cut off is more and more obvious, and the brand needs to take the initiative to move up for a long time.
l GRB in Spain: design for young, create community marketing game
The former domestic imported building materials are still dominated by Italian and German brands, and the conservative Spanish brand is a value depression. Spanish brands are not inferior to the first two in terms of quality and design, especially in terms of design, which is more in line with the taste of young people, and has a higher cost performance ratio. These attributes meet the current market demand.
l Novartis China: top fabric+Italian high-end furniture customization
Unlike the traditional finished furniture, the imported furniture of Novartis China adopts the high-end customization mode of "domestic customized design+Italian imported fabric technology".
Furniture fabrics come from top Italian fabric suppliers NOVABUK and LUILOR, which are the same as Fendi and Chanel, and are 100% produced in Italy. In addition, we have deep cooperation with Italian factories. All high-end customized furniture adopts Italian top technology, so that domestic consumers can enjoy the furniture design synchronized with the latest international trends. The brand direct purchase mode greatly reduces costs and provides users with higher cost performance.
In addition to being favored by high-end people, this model has a high reputation among designers and furniture brands. Through this mode, designers can use the world's top fabrics and factories to complete their own creative idea, which is in line with the international first-class design, and provide customers with more valuable furniture customization services.
Aiming at the consumption upgrading of young people, imported home building materials still have advantages
The consumption power of young people is strong, and they are willing to pay for the quality of life and design preferences. Their sales needs and attributes have been quite obvious, which is a breakthrough in the home building materials industry.
With the transparency of information and the rationalization of consumers, the traditional operation mode must be changed. Imported brands no longer hold their superior image. Be more appealing to young people in terms of appearance, quality and price, is a very wise market strategy.
WKI is here to help you gain advantage in this ever-changing market. Contact us to find out more.
