With the improvement of consumption levels and the pursuit of quality brands, more and more consumers are willing to spend more money to buy more foreign brands. This trend has also made many "local tyrants" incarnate, from milk powder to furniture, from clothing to cosmetics, the name of the foreign gas does not necessarily have a bloodline. Incarnation is an imported brand, and the value is suddenly different. This is a phenomenon that exists in many industries. On the afternoon of December 5th, the afterglow of the setting sun slanted in front of the Friendship Store on the south side of Chang'an Street, with a golden glow. Beijing has a bit of winter chill, just colder than the weather, is the Da Vinci furniture store on the first floor of the store. In September 2010, Da Vinci's home was in the Beijing Friendship Store, which was already in the doorway, bringing a fresh air to the 46-year-old old shop. However, in 2011, as Da Vinci's home was questioned by the media after being suspected of fraud, it was once again restored to silence. Whether the Da Vinci home flagship store, which will expire in 2014, will fade out of the public eye seems to be a huge suspense that Da Vinci left to the world. “The furniture industry is a typical big industry and small industry. Everyone needs almost everything, but no company can grow bigger. So far, there is no enterprise with 10 billion sales in the industry.†Beijing Ouyijia Technology Development Co., Ltd. Manager Ye Dayong said. It is precisely because of the wide variety of furniture industry and individualized needs, brands are often not valued by consumers. Individual companies have used this awkward opportunity to package themselves into well-known foreign brands, which have confuse consumers for a period of time and disrupted market order. The story similar to Da Vinci is still being staged, but the supervision is still absent. Consumers have no better solution than to polish their eyes. The story of Mousse and France This is a story of a former fake ocean brand. Around July 2013, a post began to spread on major websites, about a well-known mattress brand: Mousse. The content of the post directly refers to the six "scams" of the mattress. The most important thing is that the mattress is claimed to be from France. It is actually a local enterprise in Dongguan. The image of a French sleep expert who has been inherited for hundreds of years is actually a Shenzhen Foreign teachers teaching at universities and so on. In the “2013 Fourth China Top Ten Brand Soft Bed Evaluation and Promotion Activitiesâ€, Mousse Mattress was named China's largest soft bed leading brand, and has won many championships in this event. Is such a star brand really like the net post, there are false propaganda, shoddy, price fraud and other issues? The 21st Century Business Reporter has repeatedly tried to contact Musi Bedroom Supplies Co., Ltd., hoping to verify the contents of the post, but they were told that the relevant person in charge is not in the unit and cannot transfer. According to public information, Musi Mattress was established in 2004, and many of its brands “originated from the European design concept†did not mention “created in France in 1868â€. However, on some of the earlier publicity pages, it was still possible to find that the mattress of Musi claimed “from Franceâ€. Qiu Haoyang, chief cultural executive of Mousse's bedroom supplies company, explained the contents of the above-mentioned news, saying that as early as 2009, Mousse had noticed that relevant content appeared and had reported it. In Qiu Haoyang's explanation, Mousse never claimed to be a French company. He only registered companies in Hong Kong and France to purchase advanced technology and raw materials in France. The image of the old man involved in the pipe is indeed a model, but the company's chief design The teacher is indeed a French. Qiu Haoyang’s explanation is that “the profit margin is as high as 10 times, which is a distortion of the facts. Our raw materials and design costs are high, so there is no such room for flexibility and discounts.†However, The company did not explain why “French 1868†appeared in the publicity of the earlier period, and an internal advertising strategy report revealed the reasons. Mousse started in Dongguan, Guangdong Province in 2004. At the beginning, it relied on other companies to produce mattresses. It is widely believed in the industry that Wang Bingkun, the owner of Mousse, has opened the era of the Chinese mattress, that is, from the beginning, the mattress fabric used the most high-grade knitted fabric. When Mousse developed the 3D mattress, Wang Bingkun also ingeniously used the higher price 3D fabric for the mattress's filling, and used the best 3D fabric. Once the concept of "3D mattress" was launched, it was immediately sought after by the market, and the mousse became a hit. However, what really makes Mousse into the hearts of consumers is not only the quality of its products, but more importantly, Mousse has consistently promoted its brand from the very beginning. Wang Bingkun learned that the brand awareness of consumers in the mattress field was very poor, so he began the hype journey of the Mousse brand. The competition for mattress products has always been fierce, and the external promotion mainly relies on two tricks: technology and internationalization. There is a type of enterprise specializing in the technical content of products, space technology, world patents, the Royal College of Medicine technology, etc.; another type of enterprise specializes in the international image of products, from the French royal, Italian fashion designers, etc. . Mousse is typical of the latter. The official website name of Mousse is “de Rucciâ€. This French-influenced word was originally called the brand name of French mousse and was founded by French designer de Rucci. In the advertising campaign, Mousse constantly emphasized the “French Royal Designer†and “Founded in 1868†to create the feeling of its French brand. However, in 2009, Musi encountered the first round of doubts. The company quickly adjusted its propaganda strategy. On the basis of retaining the original brand story, it no longer mentioned 1868, but changed to “love from 1868†because of modern significance. The mattress was invented around 1920. Another adjustment is to stop mentioning the concept of "royal", but still use French, de Rucci designers and so on. The adjustment of the propaganda strategy was huge, and almost all the contents related to "1868" and "Royal" on the Internet were completely rewritten or abolished at that time. In 2011, the “Da Vinci Incident†once again greatly encouraged the company to make a publicity adjustment. Nowadays, in addition to the foreign image of a foreigner who uses a pipe in the brand image, Mousse has no longer the concept of a French designer in all external publicity, de Rucci has only become a symbol. Qiu Haoyang also made it clear: "We have only integrated the technology of many European countries such as Belgium, Italy, Denmark, etc." After a few years of image change, the "Fake Ocean Brand" has become the leading mattress and bedroom appliance in China. Brand, if not the image of the foreign old man, perhaps no one would think that this is still a "French brand" four years ago. The benefits of hanging "foreign" heads Why domestic companies like to stick with foreign brands can be found in the development process of Mousse. In 2013, the price of the K-Kite series KB-93 latex mattress of Mousse was 6880 yuan, and the Gotiya series DB-80 latex mattress was as high as 9980 yuan. The price of latex mattresses of the same size and other brands is generally around two or three thousand dollars. Incarnation is an imported brand, and the value is suddenly different. This is a phenomenon that exists in many industries, and the furniture industry is particularly prosperous. Mousse's marketing strategy has been regarded as a classic in the industry, because before this, the advertising industry in China's mattress industry was not strong. The old brands such as Suibao and Xilinmen were mainly sold by word of mouth. Mousse pioneered the marketing of the mattress industry. era. One of Mousse's marketing strategies is the so-called "fake foreign devil" strategy. According to the above-mentioned content, Musi invited the old man in the advertising image to spend only 10,000 yuan, but it brought extremely rich benefits to the company. I have to admit that the "edge ball" of the foreign brand has made the mousse very profitable. It is not enough to have a foreign brand image. Mousse also promotes a lot of product quality, using imported fabrics, imported latex, imported springs, and so on. However, industry insiders told reporters: "The latex binder brand that is a little better today is basically a latex core imported from Europe or Southeast Asia. Only small brands use domestic synthetic latex." The difference in spring quality is smaller. On December 4th, Canada made an anti-dumping re-investigation ruling on mattress springs originating in China. The domestic spring caused a dispute of “dumping†in Canada, which shows that its quality has been recognized by other countries. It can be seen that the so-called imported raw materials and imported components are not special cases, and it does not mean that the quality is high. However, because most consumers have misunderstandings, they mistakenly believe that all imported materials are good. A group of enterprises represented by Mousse have seized the psychology of consumers and targeted them. In addition, in order to satisfy some consumers' pursuit of taste or advocating the needs of modern technology, Mousse and other companies in the promotion, or emphasize "exotic style", or emphasize "foreign master design", in short, vote for it, so that this part of consumption They believe that their products can meet psychological expectations and are willing to pay for them. The implantation of these brand concepts requires a lot of advertising investment. Judging from the advertising budget of Mousse in 2009, Mousse plans to promote it in the form of special programs on CCTV, Phoenix TV and other media, and cooperate with newspaper soft papers, outdoor advertisements, magazine advertisements, etc. The cost is between 40 million yuan and 48 million yuan. The actual amount of mousse was not known, but in 2008, the sales of mousse mattresses was only 300 million yuan, and in 2009 it broke through 700 million. The cost of the promotion of 1 yuan almost brought about 10 yuan of sales for the mousse. Since Mousse has not announced sales results and advertising budgets since 2009, it is impossible to know the latest situation. However, objectively speaking, despite the skillful use of marketing methods, Mousse has indeed been widely recognized in the industry for its product quality and sales strategy. Its store model even promotes the terminal innovation of the entire mattress industry. Ye Dayong said: "After domestic brands have gradually grown, they have begun to pay attention to brand reputation and product quality. Opportunity is just a small business practice. Large enterprises will still cherish their feathers."
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