The cottage is the most popular vocabulary in the past two years. In Baidu, the “cottage†search has been entered. There are more than 4,200,000 messages. Even the CCTV Spring Festival Gala has a version of the cottage. The TV show stars are produced in batches. A variety of cottage stars, cottage movies, cottage brands are endless. In the sports products industry, the “Adi King†launched in the market in 2009 seized the essence of “cottage†– no matter from the style, name, logo, even the slogan and the spokesperson, it’s a “fameâ€. Become a successful example of “cottage marketingâ€. The so-called "cottage" is intended to be a deliberate imitation. In all walks of life, it has developed and grown from the imitation of the initial level. The low-level stereotypes of "cottage" are resentful and spurned, and sometimes can promote their own development. It seems that there is nothing wrong with "plagiarism" that does not harm others or is inconceivable. With the popularity of “cottageâ€, the “village tricks†are constantly being refurbished, the furniture industry is no exception, and the “cottage of the cottage†has been in existence for a long time: at the end of the annual furniture exhibition, there are always some of the most fashionable and latest furniture being successively "Mountain", looking back in 2009, the furniture industry has seen more cottage phenomenon, let us take a look at the "cottage incident" in the furniture industry this year. The incident of Shanzhai: The phenomenon of “cottage brand†is still widely known. Brand-name products and brand-name trademarks have strong influence and popularity. Therefore, the "cottage brand" has become a common phenomenon in all walks of life. The phenomenon of “cottage brand†was originally flooded in the clothing industry, but it is now spreading in the furniture industry. In recent years, the plagiarism infringement lawsuit concerning "cottage furniture" has been heard all the time. Firstly, "betel nut furniture" was imitated, followed by the "chass lawsuit" of Gujia and the two brands to gather in the court. In 2009, the famous solid wood furniture brand Hong Kong Jin Fuli is also trying to defend his rights. He has brought a furniture factory that counterfeits Jin Fuli's classic products to court. Some people say that the prevalence of the “cottage style†of the furniture industry and the “takenism†of small enterprises have already been refined into “smoothnessâ€. To the point that it has become an insurmountable “puppet†in the market for high-end furniture in the home furnishing industry. In addition to calling for further self-discipline in the industry of furniture production, we may have to consider more why consumers will buy “cottage furniture†accounts. Why "cottage furniture" has such a broad market, cutting off the source of "cottage furniture" is the basis of rectifying the cottage. The second incident of the cottage: "Yizhai Yijia Village" turned out to create a group of millionaires. With the expansion of IKEA to the hinterland of Chengdu and Nanjing in recent years, consumers' fascination with their design style and products has increased. However, in terms of brand influence, IKEA is still only an “urban brandâ€. In the vast rural market, there are very few people who can correctly spell out IKEA's English name “IKEAâ€. So in 2009, a “cottage Yijia Village†was born in Shaji Town, Suining County, Xuzhou City, Jiangsu Province, and Suqian City. It was originally a 25-year-old boy from the IKEA madman, Sun Han, relying on the cottage IKEA, in the past year he Sold 20,000 pieces of furniture and earned more than 3 million yuan. Subsequently, his successful experience infected the local villagers. His hometown quickly became the most concentrated place for the IKEA furniture in the cottage. Now the “Yazi IKEA products†in Shaji Town are not only sold in mainland China, but also exported to Hong Kong, Taiwan and other places. The mainland towns that were originally closed and old-fashioned have created a group of millionaires in a short time by relying on the "cottage". The next step of the young man Sun Han is to let the furniture of Shaji Town appear in the home supermarkets such as B&Q (see map), and plan to open physical stores across the country. Perhaps the “cottage legend†of Shaji Town will continue to be popular. . The villagers in Shaji Town mainly rely on the network to sell the “Yizhai Yijia†products. Although Sun Han and his fellow villagers must not get the good feelings of IKEA, their behavior is also difficult to directly disintegrate the business empire of IKEA, but indirectly spreads China. Consumers are fascinated by IKEA's fetishism. Those who are willing to buy imitations are likely to become real customers of IKEA after the increase in income. Therefore, their "cottage behavior" has not been cast aside by people, but instead is called "Alternative economic development model" has been recognized by some scholars, then this "cottage way" is the clap or the brick? Shanzhai Incident 3: In the past few years of Styroland's Hummer Show, every time the furniture exhibition, Zhejiang's sofa giant Gujia Craft will open its own two long Hummers from Zhejiang all the way to the most prominent position of the exhibition site in Guangdong for distribution. The merchants took photos and also acted as billboards for the activities of the family. In the past few years, they have earned the eye of the furniture exhibition. The exhibition of “Guima Marketing†was once praised by the industry. However, in 2009, the unique “Puma Marketing†of Gujia Craft was challenged. Guangdong’s famous furniture brand Sti Roland also started “Puma Marketingâ€, which not only appeared during the exhibition, but also pushed it to the extreme: successively Launched a series of "Winning in China, All the Way" to extend the Hummer National Parade series, invited to participate in the 2nd Auto Culture Festival in Maoming, and Mother's Day to let the mother experience millions of extended version Hummer. "Activity", the "Puma Marketing" is more vivid than the home craft. Styroland's wedding dress "Horse Horse Show" Some people say: Styroland's "cottage" has the "Hummer Creative" of Gujia, but Styroland is in full swing in the country to carry out the activities of the consumer experience million horses, and it is indeed widely acclaimed. Even the netizens have personally experienced the noble feelings of Stirling's Hummer, so this "cottage" should be harmless and incomprehensible. Cottage incident four: two furniture CBD Who is the "cottage" who? In the Chinese furniture industry attention list in 2009, the Chinese furniture CBD became a popular vocabulary. However, we will find that in 2009, in Wuhan and Chengdu, two “Chinese Furniture CBDs†emerged: one is in Opened at the end of September, the Chinese furniture CBD is located in the professional market of Hankou North in Huanghua, which is “sales, exhibition, research and development, training, production and serviceâ€. The other is the global furniture and building materials CBD located near Xindu District, Chengdu. There is only a subtle difference in the name of the CBD, which makes it difficult to distinguish clearly. CBD: The full name of Central Business District in English means the Central Business District, a region where major commercial activities take place in a country or a large city. The concept was first coined in the United States in 1923, when it was defined as "the place of business convergence." Nowadays, the CBD concept is used frequently in both the real estate industry and the home. It seems that whoever wins the position of the CBD, whoever has mastered the lifeline of wealth and competes to do the CBD, then the furniture industry needs several CBDs, two Who is the "cottage" of the CBD? Still to be explored. Cottage incident five: children's furniture spokesperson's "cottage door" About the spokesperson's cottage, it seems to be more representative in the mobile phone industry, "cottage Jay Chou", "cottage Andy Lau" and other cottage faces emerge in an endless stream, both brand promotion effect, more entertainment effect. The "cottage door" of the children's furniture spokesperson we said today seems to be compared with this. The strength of the cottage is much smaller, but it is worth discussing and discussing. "There are children and children" Zhang Yishan endorsement colorful life in the children's furniture industry, the child's endorsement has become more and more hot in the past two years, especially this year, the famous youth furniture brand colorful life is the first to invite the national hit family drama "There are children and children" Tong Xing Zhang Yishan came to be the image spokesperson, and he has achieved great success in brand promotion and image promotion. In just a few months, the other two children in "Family with Children" have also been followed by two other in Guangdong. Children's furniture brands are invited to be image spokespersons. Because the three children's stars are too hot, they are easily reminiscent of people. Therefore, some consumers mistakenly believe that these three children's furniture brands belong to the same company, so this spokesperson event is quite good. The meaning of some cottage creativity. "There are children and children" Yang Zi also endorsed that a children's furniture brand in Guangdong is actually in the furniture industry. There are many similar incidents in the cottage. For example, in April 2009, a consumer complained about buying cottage brand furniture, not only the style. The cottage, even the three-pack service has posted the "cottage" label, but the problem is not fulfilling the three guarantees, known as the "three cottages"; and the furniture channel has been selected for four consecutive years, and the industry is also very influential. The “Top Ten Marketing Events of Furniture of the Year†was selected by many similar websites this year, and the same selection activities were held... The cottages made the Chinese furniture consumption market enter the dual market, and many enterprises will face life due to the cottage. There are many companies that will die because of the cottage! In the global market, China's cottage brands are also increasingly dancing with global brands, is this a good or a bad thing? The wind in the cottage is the clap or the brick? Where should the road to the cottage go? It is worthy of sparking the industry.
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