On March 18th, the 27th China Guangzhou Furniture Fair will bring together many furniture companies to debut. In 2011, the entire home environment was still unclear due to national policy regulation, as was the furniture market. How to successfully transform through branded operations, how to open up new channels in the era of the emergence of business models, and how to complete the marketing breakthrough in the new competitive situation have now become a major issue for furniture companies in 2011.
The speed of production, sales and exports keeps increasing
In 2010, China's furniture industry gradually emerged from the impact of the financial crisis, and its production, sales and exports both showed rapid growth.
Statistics show that the total output value of the furniture industry in 2010 could reach 900 billion yuan, an increase of about 20% over 2009. At present, the furniture manufacturing industry has become the fourth largest industry after the national economy relays food, clothing, home appliances and furniture.
As the world's largest furniture exporter, not only did China's furniture output continue to grow last year, but foreign sales also ranked first in the world. In 2010, China's furniture exports reached 33.7 billion US dollars, accounting for 25% of the world's total furniture output value, and the export growth rate reached an unprecedented 30%.
Zhu Changling, chairman of the China Furniture Association, said that during the 12th Five-Year Plan period, due to RMB appreciation, domestic market inflation, and the impact of upstream real estate regulation and control policies, domestic furniture production growth and export growth expectations will be adjusted to 15% And 12%.
He also pointed out that in 2011, China's furniture industry still faced many difficulties such as labor shortage, raw material price increase, adjustment of energy and logistics freight, and fierce market competition. Furniture companies must accelerate the adjustment of industrial structure and promote industrial upgrading.
Increase domestic sales and seek breakthroughs
As the world's largest furniture producer and exporter, China's furniture market's foreign trade exports have exceeded US $ 25 billion for several consecutive years. However, since the economic crisis in 2009 set back China's furniture exports, many export-oriented furniture companies began to turn to domestic sales to seek a breakthrough.
According to statistics from the China Furniture Association, the domestic sales of furniture in China have maintained a growth of more than 15% for many years, with annual sales exceeding 400 billion yuan. Among them, in 2010, more than 30% of civilian furniture manufacturers changed from only export to domestic and foreign sales, and opened the domestic market through various channels.
In 2010, a large number of "returnees" furniture teams that exported to domestic sales also made use of domestic exhibitions to emerge in the domestic market. At the Dongguan International Famous Furniture Fair in September last year, there were not a few export enterprises with leading designs and excellent quality.
Increased competition among regional companies
In early 2010, the North-South War of domestic furniture brands kicked off. First, Beijing furniture enterprises collectively headed south to Guangdong, and then Guangdong furniture enterprises, which have always been export-oriented, also attacked Beijing to set up "Guangdong Furniture Beijing Headquarters Base", and nearly 40 southern furniture brands announced their high-profile entry into the Beijing market.
Compared with furniture brands in other regions, Beijing furniture companies have always positioned mid- to high-end, with higher pricing, emphasis on marketing, and rapid increase in production capacity and national market share. In just a few years, Qumei, Yifeng, Hundred, Green Island, Ai Ruisi and other brands have opened hundreds of stores nationwide.
In 2010, more than 90 brand enterprises in Beijing went south to the three major furniture exhibitions in Guangzhou. They entered the market by means of brand operation and further expanded to the whole country.
In addition to regional competition, furniture companies have also begun to expand into second- and third-tier cities.
In addition to the early dynasty, red apple and other brands that mainly focused on the first-line market, many Guangdong furniture companies that previously focused on foreign sales realized that it was difficult for singles to stand alone in the market. In 2011, they established "Guangdong Furniture Museum" in many cities across the country. And extended its tentacles to the secondary and tertiary markets. Jing Ran, a senior consultant of the Guangdong Furniture Chamber of Commerce, said that Guangdong furniture companies are facing challenges from the Sichuan and Beijing factions, and the power of the Northeast, Jiangsu, Zhejiang and Shandong regions cannot be underestimated.
In the second and third tier markets, Chuanpai Furniture is a well-deserved leader. From the beginning, it has positioned its products at the low-end and the road of "surrounding the city".
In 2010, Chuanpai furniture leading enterprises began to explore the first-line market. The Sichuan-Zhejiang-Anhui Regional Strategic Alliance Agreement signed by Sichuan Furniture Import and Export Chamber of Commerce and Red Star Macalline Group, Red Star Macalline promised to open all stores in the region, A certain percentage of the venue will be designated for use as "Sichuan Export Furniture Brand Pavilion".
â– Enterprises should speed up the development of branding
The plagiarism of furniture products and the weak protection of intellectual property rights have made Chinese furniture enterprises criticized. However, as the strength of Chinese furniture companies has increased, they are also increasingly focusing on brand building and occupying the market with original design products.
The reporter learned that the branding development of Beijing furniture enterprises is outstanding.
In addition to the previous attacks of the EGGER and Odsen furniture brand alliances, the new brand Maige Furniture has combined professional design and innovative product styles, and companies such as Ronglin Shijia, Qumei, Baiqiang, and Ai Ruisi have also made progress in original product design. , And unanimously focus on environmentally friendly furniture brands.
Beijing Furniture Association Secretary-General Yu Xiusu said that the furniture industry is currently in a critical period of transition from manufacturing to creative. Only by increasing investment and development of original designs can companies continue to enhance the competitiveness of brands in the market, which is also the main direction of the future development of furniture companies.
She also pointed out that if the furniture industry wants to optimize and upgrade, it also needs to improve its marketing capabilities, optimize the industry's resource allocation and increase the brand's added value through brand operation, design and service and other non-material means.
Self-built channels to explore new models
In the transformation of China's furniture industry today, the brand-new online business model is also increasingly recognized by furniture companies.
The B2B e-commerce platform "Furniture Online", founded in 2006, created a comprehensive e-commerce platform including B2B and B2C in the United Nations portal in 2010. At present, more than 3,000 merchants have joined and more than 30,000 registered buyers online. Behind the popularity of e-commerce platforms, what is hidden is the huge transformation of Chinese furniture companies' self-built channels and electronic channels.
At present, in the furniture industry, several sales models such as group purchase, online mall, and mobile mall are being accepted by consumers.
In August 2010, Qumei Furniture and Taobao launched the "Qu Yituan" campaign, which created 13,000 sets of sales in 40 days and set the highest number of group purchases in the history of Taobao. Record.
With the strong momentum of e-commerce growth, the business channels of the furniture industry became more diversified in 2011.
The Top 100 Furniture opened independent stores, and the classic mahogany furniture company Yuan Hengli opened the first domestic furniture school and initiated corporate vocational education. For the furniture industry, it is a new model for exploring industrial adjustment and upgrading.
â– Exhibition voice
Pay attention to the overall environment of sleep
â— Zhou Liang, Marketing Director of Xilinmen Furniture Co., Ltd.
Xilinmen's soft bedroom will provide a consumer experience in the form of a model room, taking into account the product's health and comfort and visual beauty. The colors of the products displayed this time are more coordinated and the workmanship is more refined.
Improve the second and third tier markets
â— Wen Shiquan, Chairman of Yifeng Furniture
We hope to recruit some excellent dealers at the exhibition and improve the layout of the second and third tier markets.
After the appearance of Yifeng Furniture on the stage, it can also provide a space for furniture management, design, and research and development personnel who come to participate in the exhibition.
Positioning middle class and after 80
â— Bai Jianfeng, General Manager of Elvis Furniture
The current Elvis marketing strategy is still a niche market, that is, marketing around the middle class and the post-80s group. Through the exhibition, I also hope to become partners with distributors who really understand the operation of the brand.
Make new customers
â— Zhu Guangyu, Marketing Director of Peugeot Furniture
Hope to make new customers, and at the same time enhance the brand image through display.
â– Organizer's speech
Export enterprises increase domestic sales
â— Zhu Changling, Chairman of China Furniture Association
Most enterprises that export to domestic sales will increase their efforts to develop the domestic market, and correspondingly, more new samples will be introduced at the exhibition to promote and seek cooperation for the domestic sales market.
It should be emphasized that the Chinese furniture export market is still rising steadily. Statistics from the first two months show a significant increase over the same period last year. Secondly, acting as an agent for world furniture manufacturers and foreign distributors, they also pay more attention and hope to enter the Chinese market.
â– Viewing sound
2011 Pragmatism sought after
â— Jiang Jianguo, President of Jimei Home Furnishing
This year, from the perspective of the country's overall economic situation, macro-control has been tightening, so it is expected that this year's furniture should adhere to the practical route, and furniture products that meet rigid consumer demand will be more popular. On the one hand, consumers' demands are becoming more and more personalized; on the other hand, the design and production of large furniture companies are becoming more and more personalized.
Through the exhibition, furniture companies are competing against each other, and they are also learning from each other, drawing on the strengths of other homes, so as to improve themselves.
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