Furniture industry is competition from quality to brand competition

"Export to the domestic" fighting brand

If only to earn money, Joe has been very satisfied with the TNI. With two exhibition's success is unusual sofa more overseas orders, the market soon expanded to more than 50 countries on five continents. The order of the export-oriented enterprises common practice, made a quality, we will be able to recover US dollars. But Qiao said that the Indian Army, a Chinese enterprises in China played no brand, it is always a castle in the air, the scale has become the crisis facing the more likely.

"Filed Benz, BMW, immediately think of Germany; LV filed immediately think of France; Lenovo is also bigger and stronger in the local Chinese, only to the world. A brand must go in the world, recognized by the world, should first and foremost in their own country, to brand influence. " Qiao Indian universities clearly learned to use knowledge of economics enterprise strategy, "foreign brand to China to capture the market, we should be more Chinese brand in this vast market place in the occupation."

It is in this concept under the guidance of Joe get the first batch of Indian export orders, began in Beijing Some neighboring cities such as Dalian, Taiyuan, Shijiazhuang, and other agents through a store, "counterattack" to do preparatory Beijing market. In October 2005, this unusual production base in Beijing brand has finally returned to Beijing market in the East, the United States established a store, and then, even in the home, Jimei, Lan Li Jing home, his family and other well-known household stores opened seven stores, completed the layout of the Beijing market, take this opportunity to further expand the market, and expands the number of stores will be outside the 60.

Unusual sofa only a few years to complete some peer 10 years unable to complete the expansion of channels, the channels Indian Joe attention this achievement, "not good things channels, it can design works, not a product, the ultimate consumers of goods and the use of consumer goods." Qiao Indian for "export to the domestic" strategy of success rather proudly: "it into such a strong family channels, a first for peer recognition, no strong brand inaccessible channels on the contrary, through a strong channels, could further enhance brand in China to establish brand image can the independent brands to enter the world market. "

Furniture industry fighting quality to brand warfare

Unusual sofa in the furniture industry predecessors for the tight encirclement quickly became the industry and consumers have recognized brands, Qiao Indian 2:00 summarize experience: First, get hold of the world popular trend; Two is to ensure product quality.

"Seize the trend is to grab market." Qiao Indian concise language used to express their "trend" awareness. As an emerging brand, not far from the sofa and followed the United States high society and the huge popularity of traditional American style complex, but is being aimed at the rise of simple, casual craze, pandering to the people for the simple pursuit of life, "This really was detained in the Po."

The quality of products, already rely on exports to support the brand can be the basis of the extraordinary sofa with "impeccable" to describe, as Indian Qiao said, "foreigners who are fine people, they can not be kept." In an unusual sofa latest radio commercials, said he was "export experts," Qiao Indian think it is done with orders reputation as the "bragging" irrelevant.

This sofa for a relatively low level of technology products, brand awareness is even more important. Indian Joe that when a business develops to a certain size, talent, research and development, services, strategies are important, but most important is the brand, "a brand and enter it in stores such homes in other areas and will have a base; No brand, on research and development, services are empty. "

Currently unusual sofa export products mainly to OEM, but the products they export to the United States under the pretext of "unusual" brand, but also good for sales. "The near future, 'unusual' brands into more overseas markets." Qiao Indian confidently said: "Chinese furniture industry has been fighting from pure quality to brand warfare, not well-known, brand is not doing more, but is at best a factory - the processing base for others. "His vision is China's leading cause of the unusual world recognized brands, Chinese brand furniture to the real world.

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