The more intense the sun, the deeper the shadows - Goethe said. The original furniture design ushered in the development of the dividend period, the more hot the market, the more "dark side" has become more prominent.
"The cottage" is a problem that the original design has to face: plagiarizing the existing styles greatly reduces the research and development costs, making the price of the cottage products more "competitive." For the original brand in the "seedling period", the cottage is a weed that competes with the good seedlings for nutrition. Lack of legal norms and industry self-discipline will definitely hinder the healthy development of original design.
The collapse of the furniture in the Pearl River Delta, the root cause lies in the cottage
The cottage is a normal state in the domestic furniture industry. From copying the trend of the Milan Furniture Fair to copying the best-selling products of the peers, the development of the furniture industry, the cottage all the way. The recent wave of furniture closures in the Pearl River Delta has caused the focus of society to once again pay attention to the "cottage" drawbacks of China's industrial production.
Reduced the cost of research and development, the "fast way" cottage products with price as the main competitiveness. However, there is always a cottage that can cost less than you, and the cottage is also facing competition from the cottage. The price is almost the only competitive advantage of the cottage products. The poor quality and lack of cultural connotation have become common problems, which makes the cottage products have a negative impact on the original design, it is difficult to stand firm and ultimately harm the people.
"Why have there been so many enterprises going bankrupt recently, this is the result of the ills of the cottage. Mutual plagiarism is a negative cycle. The first thing that falls down is necessarily a company that has no original resources and no cultural connotation." Guangzhou Academy of Fine Arts Furniture Research Institute Long said in an interview with the New Express reporter. More and more consumers pay more attention to quality life than to use cottage products, especially when there are many high-quality choices, the cottage brand is naturally easy to be eliminated.
Small scale and limited energy, high cost of original brand rights
The original furniture market is also facing the problem of cottage. The rise of Internet e-commerce has brought the blue ocean of original design. Although the independent original furniture brand is weaker than the traditional furniture brand and the brand awareness is not high, as long as there is demand in the market, the cottage will accompany it.
However, rights protection is not easy for original brands. Tan Xuejiao, the founder of the local original brand natural family, told the New Express reporter that there are too many products in the cottage, but they have no time to take care of it. The size of most original brands is not large, only a few people including designers, research and development of new products, contact production, communication customers, it will take a lot of time, there is no time to pay attention to the cottage.
The lack of system also makes rights protection a problem for original brands. The state's supervision of furniture design is not strict, and it is difficult to fundamentally eliminate the cottage. Even if some products have already applied for design patents, the plagiarism is still prevalent, which makes the original brand sigh. In addition, most original brands are designed to be dominant and lack legal knowledge. It is not clear how to defend rights and find someone to defend their rights. It takes a lot of time to study. Even if there is a sense of rights protection, it is often worthwhile to go to court with the brand of the cottage. It takes a lot of energy and time to prove it. This also makes most original brands in front of the cottage only "looking at the ocean."
Still in the development dividend period, there are achievements in catching the market
Despite the cottage, the original furniture brand still has greater confidence in the market.
Zhao Lei, founder of Muzhi Workshop, believes that the current original brand has sprung up, which is enough to illustrate many problems, at least for the original brand development. For brands that can provide quality products that meet market needs, there should be no problem with survival. Being able to seize the opportunity to keep up with the changing trends of the times can make a difference.
In addition, "brand" is a manifestation of comprehensive strength. The development of original brand in the future certainly requires more than just design ability. If an original brand product is very easy to be “cottaged†and the customer is easily taken away, this only shows that the brand’s comprehensive strength is insufficient, and only the product and service level are continuously improved. To enhance their own strength, in order to survive better.
The arrival of the Internet era, more open and transparent channels, is also expected to change the drawbacks of the traditional furniture industry. Qiu Erhei, the founder of the second black wood, believes that the cottage is also very difficult, and plagiarism is the fastest way to survive. However, the cottage did not want to understand what they got and what they lost. For original furniture brands, the gas festival is sometimes a big reason for customers to choose you.
For more information on China's furniture industry, please pay attention to the official website of Xianghe Furniture City ().
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