Furniture companies move north, west

In 2012, the furniture industry was a year of turbulence and difficulties. Enterprises, stores and distributors across the country had to adjust their original strategies and seek new opportunities. On the whole, in the past 2012, although the local furniture industry in China was partially successful, the overall market was not as good as in previous years.

Consumption: anemic thorn tree

If you make an analogy, you might like to compare furniture consumption in 2011 to an "anemic thorn tree". The crazy expansion of stores and the lack of household consumption have made China's furniture terminal store operations enter an unprecedented state of "anemia". The terminal vendor can't even find a plump leaf, but can only find a sharp thorn, which hurts the nerves of every furniture person.

In the export market, since the financial crisis of 2008, China's furniture exports have been seriously damaged and never recovered. In the post-crisis era, unfavorable factors such as high foreign trade barriers, a reduction in the domestic export tax rebate rate, and the appreciation of the RMB have made China's furniture exports even worse. In the domestic market, a series of unfavorable factors such as increased regulation of real estate, inflation, and reduced industry credibility have slowed the growth of furniture market sales.

Some companies, stores, and distributors with weak financial strength and insufficient brand influence have withdrawn from the market, while other large-scale, powerful companies, stores, and distributors have played the game of "taking the hill". As for the sales volume, I am expanding madly. "

What is even more shocking for the Chinese furniture industry is that foreign brands such as ASHLEY, NATTUZZI, NOVEL enter the Chinese market. The strong financial power behind these brands is enough to make them compete with any domestic furniture company and quickly expand in China to become a market share. protagonist. In addition, other industry giants in China have also rushed into the domestic home furnishing industry, such as Vanke Eslite, Taobao, Midea, Gree, etc., becoming cross-border operators, further increasing the domestic market competition.

Both export and domestic sales are urgent, telling us the fact that after 30 years of rapid expansion, Chinese furniture is about to enter a gradual, rational and standardized track. The exposure of the Da Vinci incident and the introduction of solid wood furniture production standards are precisely the projection of this trend. In 2011, various hard squeezes that were not conducive to the development of the furniture industry forced the furniture industry to passively update.



The old "steam home train" is already overwhelmed, and the new "maglev train" will replace it. When the new train departs, it can only be used by those merchants with full purses, advanced concepts, and deep professionalism; those who are shabby, old-fashioned, and Han-style merchants will be abandoned by this train. This is a new world, a world of rules, ingenuity, and financial resources. With just a passion, it is no simple game to play furniture.

Channel: Sweeping expansion

I have to use the word "sweep" to describe the direct, crazy and unscrupulous expansion of the hypermarket. As of now, there are at least 1,000 furniture stores across the country with an area of ​​over 10,000 square meters. Taking Chengdu as an example, the area of ​​newly opened stores in 2011 exceeded 1 million square meters, and the area of ​​newly opened stores in 2012 may exceed 2 million square meters. Among the expansion predators, Red Star Macalline, Juran Home, Jisheng Weibang, Yuexing and other chain stores opened an average of about 5 stores in 2011, each with an area of ​​over 100,000 square meters.

What the expanders hold high is the huge axe of funds, opening up hot spots in the prosperity of the city, and building stores that are more luxurious than five-star hotels, so that the local small stores are ashamed and disgraced.

For small stores, competing with these gangsters can only be a dead end. The only way out is to turn to the low-end market or personalized market segments that the gangsters disdain. The reason is simple: small stores ca n’t sell furniture in three months, and operators may have to tighten their belts to live their lives; and those big stores can “live another five hundred years” even if they sit in the mountains. This is the essence of the market: money is the site, control, visibility, everything!

At the same time as the traditional store expansion, the development of new channel models became a major focus of the furniture industry in 2011. Whether it is the wealthy giant's big home furnishing model, the custom-made services of Shangpin's home furnishing, the cool and inhabitant cultural industry services, and Lin's wood industry's online mall service, it is the transformation and innovation of traditional marketing channels. With the continuous development of new channels, the fate of traditional dealers is facing unprecedented challenges, and may have to transform into terminal logistics or service providers in the future.

Enterprise: Modern version of "Journey to the West"

Later, there was the urging of factory rents, the pressure of "developing cages for birds" in the developed coastal cities, and the temptation of the western development. Many coastal furniture companies moved the manufacturing link westward and staged a modern version of "Journey to the West". In this context, Henan, Sichuan, Yunnan, Hubei and other places have heard of the wind and have set up production bases one after another to welcome the "God of Wealth" from afar.

Huazhong Furniture Industrial Park, Chengdu Furniture Industrial Park, China Furniture Southwest City, Chongqing Furniture Industrial Park, Anhui Suzhou East China Home Furnishing Industrial Base, Henan Xinyang International Home Furnishing Town ... Governments around the world have shown their good intentions to try to become the new map in the Chinese furniture industry protagonist. Judging from the current situation, this drama has not yet entered a good situation, and there are certain problems in the operation and management of industrial parks everywhere.

How to learn from the old bases of Guangdong, Likou, Xianghe, etc., and achieve efficient operation with unique positioning is what these emerging industrial parks need to explore in depth. Under the main theme of the westward migration, in 2011, furniture companies around the world began to seek other ways to enhance their market control.

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