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2015 can be said to be a new stage in the development of China's furniture industry. The development of the industry has gradually matured, the model reform has achieved certain results, the rise of original design, the good export status, coupled with the recovery of the property market and the use of various new marketing methods. The influence of conditions, some strength, innovation, and the development of their own ideas and pace will be a strong rise, the industry that everyone expects spring may come, but this spring belongs only to those companies that are prepared.
The “cold†of the furniture industry has been going on for many years. Especially after the four consecutive jumps in 2011, 2012, 2013 and 2014, the furniture industry has issued an unprecedented “ice cold†atmosphere. As the saying goes: Long illness becomes a good doctor. Although the deteriorating market conditions have made Chinese furniture people more painful and difficult, they have also tempered their will, become more mature, and gradually learned the cure for their own business problems.
For the industry's rising cost, oversupply, overcapacity, and homogenization competition in recent years, furniture people have long been accustomed to it. From the initial complaints and waiting to the normal state of the industry, we will try to solve and reduce these factors. The impact on business operations. In this process, not only the company has gained benefits, but also promoted the transformation of products, models and channels, and promoted the development and progress of the industry. After the baptism and experience of the industry's dilemma in recent years. Although the coldness of the furniture industry in 2015 has not yet dissipated, it is no longer confused and panicked. Instead, it is calm and calm. Many furniture people seem to have adapted to the current market conditions and gradually find their own development pace in the current difficulties.
After the industry has gradually matured and dealers are more rational and pragmatic, after the reform and opening up, the Chinese furniture industry has developed rapidly for nearly 30 years, but the internal diseases are plagued, and various ills are deeply hidden under the high speed. As the market becomes saturated and oversupply, the industry's development speed slows down and enters the era of meager profit. The various ills of the industry broke out, making the situation of the Chinese furniture industry worrying and the morale is low. In the past, the furniture management model, brand strategy, marketing channels, sales methods, products and services that the furniture people are proud of are constantly failing, and the mistakes, blindness and helplessness are the best portrayal of the industry.
Fortunately, the industry has not fallen in this strong assault, more companies have begun to be cautious, face up to the shortcomings and mistakes, and rise from a product, design, model, channel and other aspects of the wave of change. . For example, in the past, the industrial chain of Chinese furniture was mainly formed in the form of natural agglomeration, the degree of industrial agglomeration was low, and the mode of production and operation was extensive, resulting in the lack of close links between the upstream and downstream of the industrial chain, which increased the cost of the entire industry of furniture. At the same time, the extensive production and management model has led Chinese furniture companies to focus on small and medium-sized enterprises. It is difficult to form consumer brands with absolute leadership and weak international competitiveness. Nowadays, with the “Hundred Flowers Blossoming†of the Furniture Industrial Park in the country, this natural gathering mode and extensive production and management mode are changing, the industrial structure has been re-adjusted, and the comprehensive strength of individual enterprises has been continuously enhanced.
At present, the development of China's furniture industry can be said to be close to maturity, competitive pressure, and the survival of the fittest is more intense. Based on the internal problems of the enterprise and the influence of the external environment, a batch of enterprises with poor strength, unregulated management and lack of core competitiveness were eliminated in silence. But more companies are still working hard to survive and strive to gain a foothold in the market. Under the temper of the market, the industry has become healthier and more regulated. From the furniture exhibition in March this year, whether it is enterprises, distributors, or consumers, it has become more rational and pragmatic, mainly reflected in: on the one hand, the market is less and more flamboyant, British, French and other complex luxury There are fewer furniture, low-key and restrained American furniture, product prices are more stable and pragmatic, and cost-effective; on the one hand, marketing is more rational, sly, lively, vulgar marketing has basically disappeared, replaced by various elegant and innovative marketing For example, cultural marketing, WeChat marketing, etc.; on the other hand, although the product style of the company is still being updated, it has begun to have its own persistence and ideas, and no longer simply follow the trend. The dealers no longer blindly change brands and change styles, and begin to pay attention to their own management and service improvement.
In addition, the establishment of the dominant position of small American and new Chinese styles has enabled people to see new hopes for the development of Chinese furniture. The product style seems to find a more appropriate expression of Chinese elements and Chinese complexes – a fusion of Chinese and American, a blend of classical and modern Wait.
Pattern change is beginning to see results New business model has ushered in the past few years of development. For the home industry, it is a trough and a period of deep adjustment. During this period, the business model, the industrial structure, as small as the product style, marketing methods, etc., have produced essential changes. The new era of China's home furnishing industry is coming, the business model has undergone a complete fission, independent stores, experience stores, customized stores, warehousing stores, etc., the rise of home e-commerce platforms, the emergence of designer groups as emerging channels, and so on. With the development of personalized needs, user experience, services, etc., new business models such as furniture customization, home experience, commercial complex, home e-commerce, designer channels, etc. are increasingly favored by the market, they are all in response to market and consumer demand. Born to meet the current changing consumer demand.
In 2015, home customization and home e-commerce are the two most prominent highlights. In March, Guangdong's three major furniture fairs have set up custom furniture pavilions. The “full house customization†and “engineering customization†categories are complete, including not only the original custom furniture enterprises, but also some traditional furniture companies have also opened up special customization. Furniture production line, left and right furniture is also set up in the exhibition "left and right custom" exhibition hall. According to the author's understanding, at this year's furniture exhibition, custom furniture not only has many exhibitors, but also has a good effect.
As for e-commerce, in this exhibition, in addition to the well-known Merlot, Gejiameiju and other large e-commerce platforms, as well as the only custom, Kebo Boloni, three-dimensional home and other custom furniture e-commerce platform, the more More and more traditional furniture companies have been involved in the whirlpool of e-commerce, and are seeking the development path of home e-commerce.
From the emergence of custom closets to the popularity of the whole house customization, the development of furniture customization in the industry has become a trend, from the original insignificant and dispensable, to become the focus of attention and focus; and home e-commerce, from everyone Not optimistic about everyone's participation, the reversal in the middle can not be said to be huge; at the same time, working with designers to make products and design solutions sales have also achieved gratifying results, is becoming an important means of furniture sales... We have reason to believe that the model change of China's home furnishing industry has achieved initial results, and the new business model may usher in explosive development.
Originality is valued by the rise of design power. A piece of "Gangnam Style" from South Korea's Uncle PSY is popular all over the world. Its root cause lies in its unique style. And the furniture must win the market, cultivate a loyal customer base, and even go abroad and go to the world, the unique style is indispensable. So where does the unique style of furniture come from? design! Only the original design can form the unique style of the brand and product. Design is a basic link to add value to products, especially when the category of furniture products is becoming more and more abundant, the market homogenization is getting higher and higher, and the demand for individualization is becoming more and more prominent. Only the original ones are practical and innovative. Design can reflect the value of the product, and only such products can win the market.
The era of personalization is coming, Chinese consumers are calling for original furniture design. Whether it is based on the improvement of the level of consumer demand or the essential requirement of the return of product culture value, furniture products should effectively shoulder the heavy responsibility of their cultural carriers, and give them more cultural connotation and value through design. At the same time, "brand" and "design" are gradually becoming the core of the competition of home furnishing enterprises. In order to stand out in the homogenized market, enterprises must pay attention to the original design of furniture in order to break through the difficulties during the trough. As a result, the rise of design power is a matter of course.
The export situation of foreign trade orders has improved significantly. With the improvement of the world economic situation, especially the recovery of the US market, the export of Chinese furniture has improved since last year. The demand for wooden furniture in most countries has gradually increased, and the export of Chinese wooden furniture has increased significantly. According to statistics, China's cumulative export volume in January-August 2014 was completed by a percentage point, and the export value was US$14.126 billion, an increase of 15.27% over the same period of the previous year and an increase of 3.03 percentage points over the previous seven months. This good situation continued until the first quarter of this year.
According to the official website of the famous furniture, the number of international buyers pre-registered at the furniture fair in March this year exceeded 1,000. These buyers mainly came from 68 countries and regions including Europe, America, Asia and Oceania. In addition to online pre-registration visits, some buyers from Japan, the United States, South Korea, Turkey, and Poland formed several major buyers to come to the exhibition. In addition, it is understood that the exhibitors in the 3G International Pavilion newly opened in the famous furniture exhibition this year have achieved good results. Many enterprises have obtained the expected foreign trade orders, and some enterprises have even exceeded the expected orders.
The property market is picking up the furniture market or heating up the furniture industry as a downstream industry in the real estate industry. Its market conditions are greatly affected by the rise and fall of the property market. Although the extreme downturn in the furniture market in the past two years has come from the internal and external environment of the industry, it is undeniable that the suppression of the property market is a very important factor.
From this year's point of view, since the introduction of the "330 floor new city", the property market around the world has heated up instantly. According to reports, from March 31 to April 1 at 0:00, Beijing Vanke's 9 properties for sale have accumulated a total sales of 156 million yuan; as of 23:00 on March 31, the launch of "24 hours without fighting" One day sales in Hangzhou have exceeded the 100 million mark. According to data released by the China Index Research Institute recently, the real estate transaction volume of 38 cities monitored in the first week after the promulgation of the New Deal (3.30-4.6) rose by 19.5%, of which 29 cities rose year-on-year (compared with the same period last year). . First-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen saw the largest increase year-on-year, at 51.4%. According to the data provided by the China Index Academy, Beijing's commercial residential transactions rose the most, up 159.65% year-on-year; Guangzhou rose 71.13% year-on-year; Shenzhen rose 42.01% year-on-year; Shanghai commercial residential transactions were relatively flat, at 16.4 %. Zhongshan, Huizhou and other third-line cities followed, up 41.2% year-on-year; second-tier cities rose 8.4% year-on-year.
The warming of the property market means that more houses need to be renovated and more furniture products need to be purchased. Furniture companies should seize the opportunity to investigate the market and understand the needs of consumers, so as to provide consumers with better products and more intimate services, and may successfully break the ice in 2015 and achieve gratifying results.
In general, 2015 can be said to be a new stage in the development of China's furniture industry. The industry's development has gradually matured, the model change has achieved certain results, the original design rises, the foreign trade is in good condition, plus the property market is picking up and various new marketing methods. The use of external conditions and other external conditions, strength, innovation, companies with their own development ideas and pace will rise strongly, the industry that everyone expects spring may come. However, this spring belongs only to those companies that are prepared.
For more information on China's furniture industry, please pay attention to the official website of Xianghe Furniture City ().
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