International brand layout Chinese furniture market

First, find agents and enter professional home furnishing stores. The large area, the aggregation effect of multiple brands, the perfect property protection and the mature home brand operation experience have made the stores such as the home a winner in the "competitive battle for famous products". In addition, the major stores in Beijing are paying more and more attention to the introduction of high-end brands. Not only have they set up special large-scale venues for clear positioning, but they have also been "additional protection" in terms of management and publicity, so as to achieve the purpose of improving the positioning of the entire store and the complete store format.

Second, open independent stores. Compared with entering a professional store, independent stores emphasize the characteristics and positioning of home brands and are more independent. In independent stores, their product characteristics and brand concepts are more clearly reflected. But this requires the agent to have strong financial support, be able to get a storefront in a better location, and requires the brand to have a certain reputation in the country. Moreover, if the independent storefronts of the brand form a cluster effect, it will also bring higher popularity to individual brands.

Third, department stores. Compared with the first two channels, this channel is not mainstream, and is suitable for standardized and small household brands, such as accessories and bedding. In some high-end hotels, there are also furniture brand stores, mainly for display. Entering department stores and hotels, on the one hand, shopping malls and hotels have this demand, on the other hand, some home products also need high-end shopping mall platforms to promote the image, and the mall's fashion, jewelry, cosmetics, etc. form a responsive effect. But this is not a mainstream channel and is not suitable for large-scale promotion of furniture brands.

Source: GO Jiaju