People often use "a decade of grinding a sword" to describe a person's growth, "ten years" can witness a person's achievements, but also can witness the ups and downs of an industry. From the end of the 20th century, the implementation of the urban housing reform system to the present, the rapid development of the economy and the improvement of people's living standards have made the furniture industry closely related to the people develop rapidly. The home enterprises that have been in the storm for ten years have also experienced ups and downs. Grow into a fashion industry that guides consumers' home culture and lifestyle.
From burying the head to improving the brand
In the course of the development of the decade, the output value of the Chinese home furnishing industry has skyrocketed. For the furniture industry, in 2005, China's furniture industry output value exceeded 340 billion yuan, ranking second in the world; and in 2005, it completed exports of 13.767 billion US dollars, becoming the world's largest exporter of furniture. After the global financial crisis in 2008, the home furnishing industry has also recovered and developed. In 2012-2013, the report issued by the China Furniture Association showed that the annual output value of the furniture industry exceeded 1 trillion yuan; the annual consumption of home improvement materials also It has passed 1 trillion yuan. Adding the two items together, the annual consumption of the Chinese household industry totals 2 trillion yuan.
In 2008, the home industry is facing new challenges, the industry is expanding rapidly, competition is fierce, the volume of foreign trade exports is falling, and the rising labor costs... all make the home industry stand up for large-scale restructuring and integration after years of accumulation and development. On the eve of the eve, facing the challenges of industrial upgrading, innovation and upgrading, and marketing model upgrades.
For the traditional home furnishing industry, many of them used to work hard and make more products than heavy propaganda. Nowadays, more and more business owners are beginning to realize the importance of “brandâ€, so home furnishing companies are looking for celebrity endorsements, entertainment marketing, concept hype and other means to enhance the brand and industry visibility.
The brand has started, and the brand's core needs to be improved. The branding upgrade of China's home furnishing industry is also urgent. Although China is a big exporting country, it is mainly based on foundry, staying at the low-level stage of “Made in Chinaâ€, and only a few furniture industries are sticking to their own path of innovation. Experts said that the future development of China's furniture industry must rely on the branding path of “independent research and development, self-production, and self-saleâ€. This also requires the courage of the company's own self-discipline, development and innovation.
New model opens new pattern
In recent years, due to the normalization of sales promotion in the store, people are not new to the promotion method. The survey shows that more consumers regard “service†as the measure of whether to choose a brand. As a result, the company has introduced better after-sales service and experiential services while continuously improving product quality. Since 2012, the “trade-in†campaign has been promoted in major supermarkets and Qumei Furniture, and the home experience store model of Qumei and Baiqiang has also won the welcome of consumers.
“Changes can only developâ€, and the home industry, which is constantly looking for a way out, is also trying to explore new business models and seek new changes. “Internet marketing platformâ€, “network experience store model†and “group purchase promotion†are all produced and brewed in the home enterprise. In 2010, Qumei Furniture launched a group purchase promotion campaign “Quyi Groupâ€, which set a record of selling 100 million in less than 30 days, and sensationalized the entire furniture industry. Enterprises such as Oasis Island have created a new type of furniture e-commerce model, and the future Internet will create a new pattern of the home industry model.
In the past ten years, the home industry has formed a new industrial structure, and it has also highlighted the “brand effect and brand influence†that is difficult to replace. After ten years of booming home industry, it will add to our home life in the future. New colors.
â– Expert statement
Industry is gradually merging
â—Zhu Changling, Chairman of China Furniture Association
In the 30 years of reform and opening up, the past ten years has been the stage and period when the furniture industry really entered rapid development. In recent years, the furniture industry has entered a critical period. “Transformationâ€, “upgrading†and “innovation†have become the key words in the furniture industry and the entire home furnishing industry.
In 2006, China's total furniture exports surpassed that of Italy, and since then it has maintained the number one position in the world's furniture exports. After 2008, the home furnishing industry experienced a turning point. The state adjusted the export tax rebate, the labor cost increased, the price rise and other factors, and the pressure on the furniture industry was great. The enterprise has changed from rapid development to stable low-speed development, the industrial structure is still adjusting, the consumer consumption concept tends to be stable, and the brand products are more valued.
In recent years, furniture shopping malls have continued to develop rapidly, and at the same time, industry integration has also undergone new changes. For example, many home improvement companies are making furniture, furniture companies are also doing hotel decoration, door and window industry, industry integration has promoted development, and cooperation has also promoted the concept of consumer service.
In the future, the home furnishing industry will show a trend of low-speed growth. The industry needs to redouble its efforts, continuously improve its technology, strengthen its management and improve labor productivity, and upgrade its industry. Creating a brand and increasing the added value of products has become an industry consensus.
[Corporate Voice]
Industry enters a new phase of upgrading
â—Zhao Ruihai, President of Qumei Furniture Group Co., Ltd.
In the last decade, the industry has been in the forefront of the decade, and this decade has to be seen in two phases. From 2003 to 2007, as the furniture industry grew rapidly from a market with a shortage of planned economy, the market shortage made many people in the industry get rich profits and great happiness. That time is very beautiful, it is the spring of the furniture industry. After 2008, the furniture industry began to change at this node, the industrial capacity began to expand, the market and supply are not equal, plus the financial crisis, industry changes and channel changes, product homogenization and many other reasons caused by the industry A qualitative change began. The competition within the industry has become fierce and the industry's environment has begun to change. The upgrading of industrialization began, and competition in service channels and channels began to intensify, and competition promoted industrial transformation. Nowadays, how to upgrade the furniture industry into the industry, how to move forward, how to further consider the new stage of business innovation, channel innovation, product innovation and service innovation.
Enterprises are still seeking new ideas
â— Lin Gaobao, Chairman of Green Cheese Island Furniture
This decade is a decade of dramatic changes in the furniture real estate industry, both in the furniture industry and in the market environment. As a downstream industry in the real estate industry, the home market has been affected by the regulation of the industrial chain. The changes in the overall market structure have also created the formation of industry rules and industry models. The market changes and impacts have eliminated some small enterprises, and the whole industry has experienced a big storm. But it is also because of the changes in the market, but also promotes the advancement of the entire manufacturing industry and industrialization as well as product standardization and market modelling. In the past five years, the development of the industry has not recovered its original vitality. The overall market is still in the process of development that is not completely calm. How to continue the development of the industry, how to seek further development and innovation, change the original ideas, and change the marketing strategy. And advancement is a question that many companies are thinking about. The future development of the industry, I believe that under the support of the government and the promotion of the industry, the Chinese home furnishing industry will continue to develop steadily.
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