The homogenization of furniture competition has become the pain of the “Red Seaâ€. The transformation of solid wood furniture manufacturing by enterprises has become the first choice for the “differentiated roadâ€. The result is that this year is especially serious. 1. Cost increase and price competition have been conclusive.
Looking for the "blue ocean" in the furniture industry
Solid wood furniture suddenly rises?
Solid wood furniture has become mainstream, which is no longer a trend forecast. The 26th Shenzhen International Furniture Fair in 2011 has shown this status quo. Judging from the scale of the current furniture exhibition, solid wood furniture occupies four exhibition halls of six, seven, eight and nine, and gathers hundreds of brands from all over the country, accounting for about 1/3 of the entire exhibition.
As far as the market is concerned, on the one hand, solid wood furniture is no longer a high-end product consumed by a few people. Although the price does not change much, it is being recognized by more and more consumers. In the upsurge of new furniture products, the sales information shows that dark solid wood furniture is the most popular. Most of these furniture use ash, camphor wood, linden wood, cherry wood, catalpa wood, and rubber wood as raw materials, and work well. Dark furniture breaks through the heavy and simple feeling of the past, and incorporates more fashionable and refined design. The age range of the customer group ranges from more than 20 to more than 60. According to some merchants, many newlywed families' love of solid wood furniture has led to a surge in sales.
The selling of solid wood is related to styles. The styles of many solid wood furniture are no longer the dull Chinese in the traditional sense. Many products have absorbed the classic atmosphere of Western traditional architectural sculptures, and they have also cleverly integrated the carving technology of Ming and Qing furniture in China; Not only highlights the original ecological texture of wood, but also adds some flexible usage of simple disassembly combinations; some design styles are more bold, and irregular graphics highlight the modern sense.
Is water testing solid wood the first choice for differentiation?
Quanyou, Qumei Furniture, a well-known large-scale panel furniture company in China, has launched solid wood furniture series, which is an inevitable choice made as a market share. The conversion of some panel-type enterprises into solid wood has become the strategic focus of enterprises in recent years. In Sichuan, where panel furniture is the main production product, this change can be clearly seen. A relatively high percentage of panel enterprises are expanding or transforming into solid wood and panel wood products, which has rewritten the entire Sichuan “panel furniture†to dominate the world. situation.
In this regard, enterprises have their own analysis. They believe that: First, Sichuan plate-type enterprises, such as Quanyou, Pocket Pearl, Shuanghu, Nanfang, etc., have decided on the scale of raw materials, production scale, marketing channels, especially the modernization level of the production line and thus decided The scale of production capacity has formed a "scale effect", thereby expanding the profit space. In other words, once these companies take the lead in initiating a price war, every time they lower the selling price, they will force some companies to lose money at a loss-in this emergency, do they have to bump or restructure? That is of course a transformation. So enter the second thought, how to transform? The design requirements are high, there is a possibility of personality barriers, and some even require manual processes, and they are aimed at the higher-end user group, which makes the board and solid wood furniture categories with larger profit operation space attract a lot of companies. Objectively, in recent years, the "green" and "environmental protection" consumption concepts have become more and more popular-"solid wood furniture" just fits this concept, and from an economic point of view, with the long-term prosperity of national economic construction has accumulated a Consumer class with certain purchasing power and aesthetics. At the same time, we also saw that panel furniture began to appear aesthetically fatigued after 20 years of popularity in China.
It is the analysis of changes in the industry competition status and consumer market trends. Some companies firmly believe that they must step out of the predicament of homogeneous furniture competition, achieve differentiated survival, and avoid falling down in a brutal price war. To achieve greater profit margins, transforming solid wood is the only choice.
Is housekeeping good?
The facts seem to be more complicated than expected, and the demand for centralized furniture purchases during the May 1 holiday this year has weakened. The reporter's comprehensive market data found that solid wood furniture did not show significant growth over the same period last year, and the overall sales of panel furniture increased by more than 10%. A person in charge of a store confirmed that the sales of solid wood furniture during the small and long holidays fell by more than 10% compared with the same period of last year, and the consumption of the entire house supporting more than 100,000 yuan was reduced.
At the same time, the author made a special trip to Chengdu Bayi and Taipingyuan Furniture Malls—because they are one of the four largest furniture distribution centers in the country, they can be regarded as the epitome of the development of the national furniture industry. On the one hand, the expansion of solid wood furniture stores is relatively large, and the number of panel furniture stores has shrunk. On the one hand, it is unexpectedly found that solid wood furniture is discounted to 30% or 40%. Expenses.
In addition, with the rapid increase of solid wood enterprises, solid wood furniture that rarely used to do activities in the past has recently joined various large-scale promotional activities. The solid wood furniture participating in the promotion includes various well-known brands, and the preferential price of four-piece solid wood furniture in bedrooms of some well-known brands has even dropped to about ten thousand yuan. This of course reflects the prosperity and cruel competition of the solid wood furniture market to a certain extent, but on the other hand, the lack of objective purchase desire and strength also makes the solid wood furniture companies quite helpless.
How does the macroeconomic environment determine the consumer market? How should we respond, perhaps this is the most critical
First-and most importantly, the outstanding economic feature this year is the dramatic change in the housing market policy: resolute suppression of the rise in commodity property prices; at the same time, the actual start of national construction of affordable housing. What impact does this have on the real estate industry and its downstream industries?
Zhang Ping, an expert in policy advisory on related projects of Chengdu ’s largest real estate company, Trust Group, said in an interview with reporters at the “May.1†Chengdu Housing Fair that we saw that the property market speculation hot money has been crowded out of residential real estate, while the current commercial housing Buyers have been completely focused on young and middle-aged families with rigid needs, especially young couples facing marriage, so small and medium-sized units should be the main force, and the popularity of quality properties may give way to affordable housing-even affordable housing encourages Rigid demand.
Therefore, it can be considered that the hype atmosphere has made housing consumption more rational, and the renovation costs that were originally compressed by the purchase or "speculation" expenditure are gradually lenient. As a result, the market has been subdivided, especially this part of commercial housing. Consumers may have more economic power to consume solid wood.
However, it should be emphasized that this time the housing administration is focusing on suppressing the commercial housing market, including one-room one-price, purchase restriction orders, real estate taxes, and cancellation of mortgage discounts. In fact, it not only largely curbs consumers' desire to improve sexual residence, but also purchases commercial housing. Many of the requirements may also cause the commercial housing market to no longer provide the mainstream consumer group for the downstream home furnishing industry-the indifference of the Housing Fair, which is enough to prove that the number of new commercial housing buyers is actually greatly reduced, of course, the high prices are also greatly controlled, especially one. The purchasing power of the secondary market.
Let's look at the impact of the comprehensive start of the nationwide construction of affordable housing on the home furnishing industry. In this regard, Chen Mao, the head of the legendary brand planning agency in Sichuan Province, put forward a refreshing view: while the country vigorously suppresses commercial housing and increases the supply of affordable housing, and a large number of rural population enter the city to form an "urbanization tide"-this reality The above is good news for panel homes.
The urban residents who live in affordable (guaranteed) housing because they meet the conditions and the large number of quasi-citizens who have flooded into the city have relatively weak purchasing power after housing expenditure. For this group, the extremely large price space may be more It is convenient for its flexible purchase, and solid wood furniture that is limited by the cost of raw materials is believed to be unable to effectively meet this group in this regard. In particular, large-scale stylized solid wood furniture is believed to be difficult to be included in this group of vision-of course, this also involves another key reason, affordable housing or housing for the first time in the city are mostly small and medium-sized.
But we have to admit that this group should be the Chinese mass group-they determine the largest cake in the Chinese furniture market. Previously, he was more in the second and third tier markets, and now he started to go back to the first level market and sink at the same time. The next five and six tier markets, so-called townships, villages, and towns, may make them more effective. The expansion paths of Quanyou and Shuanghu can prove how worthwhile the fifth and sixth tier markets are.
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