Yuepai furniture has fallen into tens of ambush and transformation is imminent

"National furniture to see Guangdong" is a long-standing saying in the furniture industry, which is enough to show the leading position of Guangdong furniture in the national furniture industry. Over the past 30 years, the furniture industry in China has been occupying more than 60% of the market share, becoming the most developed furniture manufacturing area in China and the largest furniture export base in the Asia Pacific region.

With the vigorous development of the furniture industry of Beijing, Sichuan and Jiangsu and Zhejiang in recent years, Yuepai furniture is still weak, and its market share has been declining year after year. Guo Wei, director of the Federal Furniture Group, said frankly, “Chuanpai furniture has become more high-end with its own strength, and its market position has shifted from the second and third tiers to the first-tier cities, which has put pressure on the furniture of Yuepai. In addition, Beijing School and Sichuan School In the plate, soft, European and American style of furniture, there is strong competitiveness, good at drawing on various advanced concepts for product research and development, and the Yuepai furniture market adapts slowly, affecting the improvement of its own competitiveness, from September in Guangdong. The popularity of the two furniture exhibitions can also see the power of the Cantonese-style furniture."

According to industry insiders, the era of exclusive ownership of Guangdong furniture has passed, and the furniture industry has formed a multi-faceted competitive landscape. Guangdong furniture has been leading from the past one to the present, and it is a topic worthy of consideration in Guangdong furniture.

Design homogenization restricts product innovation

The Guangdong market is full of furniture factories of various sizes. It is understood that most small and medium-sized factories do not have their own design and development teams, and product design relies more on outsourcing design companies. The design company has long been popular in “plagiarism”. In order to save costs, it provides homogeneous design solutions for the batches of the factory, resulting in serious homogenization of the product design of the furniture manufacturers, and insufficient innovation of the overall furniture products.

Not only is the design of small and medium-sized furniture manufacturers weak, but the high-end furniture market in Guangdong also highlights the same problem. Chen Guangfan, executive director of Chengguang Group, said that the real high-end furniture and its focus on original design, the product can impress people's heart with fresh and creative design, giving people the most exquisite feeling. Nowadays, the designers in Guangdong have a big gap between the creative and the top designers. At present, most high-end furniture in the province mainly imitate or copy foreign high-end furniture design. In addition to materials and crafts, it is difficult to copy, from design, style and shape. Completely copied and copied, no creativity at all.

Chen Yufan said that the core of furniture is to grasp the originality of the design. It is ok to imitate the excellent brand to a certain extent, but it must have its own creativity, not completely plagiarized. Guangdong furniture enterprises should cultivate their own design talents, start from the source of design, and make the characteristics of products. Only then can Guangdong furniture have great competitiveness.

“Product homogenization is a serious problem facing Guangdong furniture,” said Guo Wei, director of the Federal Furniture Group. “The lack of design talent is an important reason. Large companies like the Federal, Qumei, and Ronglin Shijia have their own. Improve the mature team of designers, but the product design of most small factories is still short-board, which depends on the industry association to increase the training and support of design talents, and promote the strong design strength of the industry."

Talent market encounters bottleneck

It is understood that the Guangdong furniture market is not only a shortage of design talents, but also ordinary workers and senior talents are relatively scarce. Insiders pointed out that the talent market has encountered bottlenecks.

Supported by national policies, the mainland furniture industry is rising, attracting many talents to stay in the mainland, and it has also led to a large loss of talent in the Guangdong furniture industry. In addition, the furniture industry has low barriers. The hardware facilities of furniture factories in Dongguan and Foshan in Guangdong are not standardized, and the welfare is not perfect, resulting in excessive mobility of talents. Lecong Town of Foshan has also circulated the saying that “the director is not a year”. Guo Wei believes that a professional manager can only go deep into the management of a company after at least three years in a company. The frequent job-hopping of talents is not conducive to the sound development of the entire industry. However, it is a headache for the industry to take care of the talents at the source. Try to build more efforts in building industry qualifications.

Whether the enterprise management culture is "people-oriented" is directly related to the stability of talents. The big brands are relatively better in terms of welfare and system. They can provide reliable guarantee for talents, and have certain strengths for old employees. The rate of brain drain is relatively high. small. Talent management has always been a weakness of Guangdong furniture companies. Industry insiders pointed out that if Guangdong furniture enterprises can strengthen the management of talents, establish a reasonable personnel system and improve salary and benefits, or can fill the enterprise's enthusiasm for attracting talents.

Yuepai furniture urgently needs to be upgraded and upgraded

“Transformation and upgrade” is now a popular word, and it seems to apply to the current Guangdong furniture industry. Under the current competitive situation of the furniture industry, it is an undeniable fact that the Yuepai furniture is in need of transformation and upgrading.

Hu Yixiang, vice president of Styroland, said that the Guangdong furniture industry started early and developed rapidly in China, and has always led the trend of the domestic furniture industry. With these years, Sichuan, Zhejiang and Zhejiang furniture enterprises have realized systematic and standardized operation management. Significant improvement in brand value and visibility. Guangdong's furniture management, industrial chain chaos, lack of regulation, weak intellectual property protection and other defects constrain its own benign development, so that the furniture industry in the region is not low in the past, and even in the vicious competition of price wars, plagiarism. Under the pressure of huge competition from Guangdong furniture enterprises, the transformation and upgrading is imminent: First, we must re-integrate the furniture industry chain, optimize the industrial structure, and make products innovate and upgrade. Secondly, we must establish a strong sense of brand competition and increase brand promotion. Strength, enhance the intrinsic value of the brand and the credibility in the hearts of consumers.

Guo Wei, director of the Federal Furniture Group, believes that innovation is not only reflected in products, but also in channels. The Federation has established its own independent stores in Shandong, Chengdu, Guangzhou and Kunming. At present, the market demand for personalized custom furniture is growing. For example, the innovation of digital channels such as Qumei, Shangpin Home Furnishing and other industry leaders has achieved breakthrough results, which is worthy of the industry to follow. Traditional furniture brands rely too much on chain stores, and the high threshold of chain stores hinders the entry of a large number of furniture brands. Therefore, it is extremely urgent for Guangdong furniture companies to deepen their channels and establish unique channel models. For example, there are many factories in Dongguan that only make a single category. The product series are few. If you can't open an independent store in terms of store profit and cost, you can learn from Jiangsu and Zhejiang enterprises, and combine different brands and different categories to market, or Regional channel models such as Shunde Home Furnishings can also be tried.

Guo Wei said that the key to the transformation and upgrading of Yuepai furniture is that the government and the association give high involvement in the industry, and then re-integrate the industry to guide the industry from disorderly competition to standardized competition.

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