In the article, it is highlighted that according to data from the Development Research Center of the State Council, the domestic market for kitchen cabinets is expected to reach a total capacity of 29 million units over the next five years, averaging about 5.8 million per year. With 100 million urban households in China, the overall ownership rate of kitchen cabinets stands at only 6.8%, which is significantly lower than that of developed countries. This indicates a massive untapped potential within the market.
As domestic demand is met, Chinese cabinet manufacturers are also increasing their export efforts, becoming major players in the global market. The industry has shown strong growth and attracted international attention. However, despite this progress, many Chinese companies still struggle to establish strong brand identities on the global stage.
Yao Liangsong, an industry expert, pointed out that while China has become one of the world’s largest producers of cabinets, the journey toward building internationally recognized brands is just beginning. He emphasized that the industry faces challenges such as low-level competition, price wars, and a shortage of skilled professionals with international experience.
Many consumers remain at an early stage when it comes to understanding the production, craftsmanship, and usage of cabinets. The market is filled with numerous brands, leading to confusion and inconsistency in quality. This lack of clarity has created a chaotic environment where consumers often find it difficult to make informed choices.
The issue of foreign brand dominance is another key challenge. According to Yao, the so-called "European Code Event" in 2006 exposed how misleading some foreign brand marketing can be. Many consumers are unaware of these tactics, leading them to blindly trust imported products. In reality, he argues, many imported brands do not offer significantly better quality than their domestic counterparts.
To illustrate this point, Yao used the footwear industry as an example. In 2006, the average export price of Chinese shoes was only $2.75, while imported shoes were priced as high as $20.30. This disparity highlights the need for stronger branding and innovation. He warned against repeating past mistakes, such as the well-known "Wahaha-Danone" dispute, which led to a loss of control over a brand due to poor legal protection.
Looking ahead, Yao stressed that innovation must be the driving force behind the future development of the cabinet industry. While China has become a leading manufacturer, the lack of innovation—especially in design—remains a critical obstacle. He called for greater investment in independent research and development to help Chinese cabinet brands compete more effectively on the global stage. Only through continuous innovation can the industry move beyond imitation and build lasting value.
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