In 2012, those things in the furniture industry

After paying attention to the changes in the home improvement company's keywords and the changes in the home store, as one of the articles of the year-end inventory, we will focus on the furniture industry that is closer to the lives of the people. Looking back at the entire furniture industry in Fuzhou in 2012, it was restricted by the property market. The rising prices of raw materials, rising labor prices, and the appreciation of the renminbi have encountered various embarrassing situations. The industry is struggling, and various pessimistic arguments emerge in an endless stream. The atmosphere of “cold winter” has also been shrouded.

Despite the survival of the fittest, some small businesses are threatened. However, when the overall retail market fluctuates, the brand furniture enterprises are not discouraged but choose to adjust the product line, and take a more proactive attitude to cater to the market, innovate marketing, adjust the layout to seize the market, and the subdivision is accelerated while the reshuffle is intensified. The entire industry is constantly improving.

So, what are the representative events in the furniture industry in 2012? What kind of development process has you gone through? At the end of the year, I hope to draw a clearer market structure in the form of annual inventory to understand the gains and losses.

Event 1 layout new area, adapt to urban development pattern

For a long time, the downtown area along the Second Ring Road and the Lianjiang North Road shopping district are the main battlefields of the Fuzhou furniture industry. This year, there are constantly furniture stores in the new regional layout, keeping up with the pace of urban expansion in Fuzhou, and making their own battlefield adjustments to tap potential consumers in the new region to meet their purchasing needs.

The Zuohai Mingpin Home Plaza in Jinshan is one of the typical representatives. The 30,000-square-meter store layout directly faces the Jinshan plate's residential group and becomes the first local home store to be located in Jinshan. The large-scale home shopping malls such as Red Star Macalline and the second store also began to enter the construction period.

“The Jinshan area has so far been a large-scale professional furniture store, which is still in a relatively blank stage. With the maturity of real estate construction in the region, the demand for the purchase of building materials will be released in the future. It is precisely this point that we choose to enter Jinshan. The main battlefield will be transferred to this." Liao Guangdong, general manager of Zuohai Furniture Plaza, said that compared with the city center, such as Jinshan, which has become close to maturity, but the home market has not yet been dig deep, there are many business opportunities, and will eventually become a military A place to fight. Therefore, grabbing the initial market of the new district will undoubtedly provide a basis for facing fierce competition in the future. Secretary-General Shen of the Provincial Furniture Association also believes that the competition in the city center is fierce, and this layout is a balance of sellers.

However, some insiders believe that although the future consumption potential of the new district does exist, in the current bleak market background, the overall business atmosphere of the new district is not undeniable. “It’s a very serious challenge for many dealers at this time, and it’s very risky. In all places, there are cases of closing and closing at any time. Blindly entering the new district requires special caution.”

Event 2 standard, meeting the new national standard for children's furniture

In addition to the realignment of the layout, the standards of the furniture industry are becoming more standardized and clear. During the year, the state introduced mandatory standards for children's furniture.

From August 1st, China's first mandatory national standard for children's furniture, General Technical Conditions for Children's Furniture (hereinafter referred to as the new national standard) will be officially implemented. As a furniture industry standard that has been planned for three years, the new national standard has made strict regulations on children's furniture from two aspects of safety and environmental protection, and has imposed mandatory requirements on “safety requirements” and “warning signs”. This will ensure that children have a safe and environmentally friendly home environment to the greatest extent possible.

Before the official implementation of the new national standard, some furniture manufacturers in Fuzhou had already made some adjustments to their own products, and even engaged in promotional activities. Many children's furniture stores are worried that the existing products will not be retired due to the new standards, so the products have been discounted for sale.

Director Jiang of the People's Furniture Plaza revealed that “in order to protect the interests of consumers and ensure that the children's furniture they purchase is safe and environmentally friendly, at the beginning of the implementation of the new national standard, the major supermarkets will actively promote the adjustment of the products in the market. After all, no rules. Without perfection, the improvement of the furniture industry series standards will promote the upgrading of the quality and environmental performance of furniture products, not only better protect the legitimate rights and interests of consumers, but also effectively promote the healthy and orderly development of the industry."

Event 3 is trade-in, tapping potential consumer groups

When it comes to the annual furniture industry hot event, furniture has to be replaced with "old-for-new".

In fact, before the government's policy support for furniture “trade-in” has not yet been passed out, Fuzhou has already had “testing water” at home stores. The Zhongting Meiju Furniture Expo Center has given consumers different levels of “old-for-new” subsidies based on several different types of furniture, with a ceiling of 200 yuan.

The actual home also launched the "old-for-new" service in Fuzhou on May 14. Consumers who purchase new furniture can hand over the old furniture to the store for recycling. Regardless of the original price of the old furniture and the old and new, it will be deducted at a discount of 5% of the new furniture turnover.

From June 16th to July 15th, the Haidu Owners Club teamed up with the People's Furniture Plaza to hold the “Furniture for New and Low Carbon Environmental Protection”.

The launch of the “old-for-new” series of services has played a significant role in tapping potential consumer groups and has achieved growth in consumption. Insiders told reporters that some old furniture, many consumers are reluctant to throw, and there is no good recycling channel, they will continue to use, until the bad can not be bad then finally thrown away, but since the furniture in Fuzhou market "trade-in After the event began, many consumers took the old furniture from home to redeem the discount, which also really stimulated the performance.

However, it is undeniable that furniture is always different from home appliances. Furniture is still in its infancy, and there are still many problems to be solved. For example, the recycling of old furniture, logistics, warehousing, secondary use of used furniture, etc. are all problematic, the cost is too high, and the general enterprise cannot implement it at all. Therefore, the furniture in the Fuzhou market is now in the form of a promotion and marketing method.

The event four reshuffles, and the profit dilution marketing is fully open.

In the interview, one of the most frequently mentioned words in the industry was “increase in shuffling”. Secretary-General Shen of the Provincial Furniture Association told reporters that this year's industry is not a consensus, but the situation in our province is still stable and optimistic. "From January to October, exports were 3.425 billion yuan, with an increase of 22.2%. There are also double-digit production values. Growth. However, with the increase in labor costs, many companies are facing the problem of diluting profits."

In terms of marketing, the furniture industry is also full of firepower, becoming passive and active, changing from sitting to marketing more actively. According to industry insiders, "after all, innovative and attractive marketing activities can not only bring a large amount of sales orders in the short term, but also gather popularity in the off-season to help companies get rid of market difficulties. Furniture companies can take the initiative Social hotspots to market themselves are enough to reflect the advancement of furniture companies in marketing innovation."

In addition, in today's increasingly fierce market competition, furniture industry practitioners are beginning to realize that only speeding up brand adjustment and providing quality service is the key to success. Consumers are now more rational, how to get them to buy better products with less money, and getting more comprehensive services is the most real thing for them. Therefore, since 2012, many furniture stores have begun to upgrade in quality and service, achieving a more humane adjustment.

For example, Zhongting Meiju has comprehensively adjusted the brand of the store to screen for more powerful and more secure brands. The relevant person in charge said frankly: "The brand upgrade is on the one hand the need for the development of the store, on the other hand, it is also the regular evaluation and measurement of the brand. We hope to collect more like-minded brands and jointly provide high-quality products and services to consumers." Zuohai Furniture will be the main force to move to Jinshan. The copper plate shop began to specialize in mahogany furniture and office furniture, which is also the embodiment of product subdivision and adjustment pattern.

From this, we can foresee that Chinese furniture is undergoing changes, and furniture brands are making rapid progress.