This is a period in which the commercial power of the furniture industry reinvents itself. The factors that stir up and change are constantly drunk and surging. Throughout the last year, we have seen a variety of "alliance" in the limelight, although its evolution often can not escape the "window and rain" point, but during this spring's spring show, "alliance" is still a hot word.
However, a significant change is that companies are no longer satisfied with the “convergence†alliances that are easy to flow on the surface, such as “make a party†or “crowd outâ€, and begin to learn to start from their actual needs and stage various “real gunsâ€. The combination of live ammunition and vertical drama: marriage with overseas brands, collusion with upstream companies or downstream stores, and hands with e-commerce platforms...
In the final analysis, the alliance should not be just a form, but an effective way to optimize resource allocation and enhance the competitiveness of enterprises. The essence is to solve problems for enterprises. So, can the alliance solve the problem for the enterprise?
More powerfully borrowing from overseas
Perhaps for a long time, Chinese consumers can't get rid of the collective unconsciousness of “imported brandsâ€. Therefore, many furniture companies still choose to use alliances to “borrow†overseas.
In the category of mattresses, Arran is a typical case. In the past few years, it has cooperated with the American mattress giant Shu Da, and signed a contract with Lady Americana, the 15th largest mattress brand in the United States to develop the second and third-line markets. At the show, it also signed a high-profile contract with Kingsdown, the 8th largest mattress brand in the United States, and announced the operation of Myside, a high-end custom brand owned by Kingsdpown in China.
With Yalan thinking about going together, there is also a mousse and a time pass. Mousse introduced Magniflex, the Italian luxury mattress brand, and operated it completely separately from the Mousse brand. Every year, the exhibition promotes the identity of the “mother of the mattress†by rolling promotional videos. In addition to cooperating with American lace mattresses, this year it is also married with the famous American bed products Stylution. The products are mainly customized for the shop. .
In the sofa sector, Gu Jia and the first American brand sofa brand La-Z-Boy have cooperated last year, but at this year's Dongguan exhibition, they officially declared their "alignment".
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