Since the introduction of the "New Article Eight" on January 26 last year, the horn of real estate regulation and control has officially sounded, which means that the furniture industry downstream of real estate will be affected more or less. In this context, let us look at What is the development path and development trend of Sichuan furniture enterprises?
The author believes that the overall upward trend of Sichuan enterprises has not been greatly affected by real estate regulation and control. Nevertheless, Sichuan enterprises still actively seek changes in the changing situation in order to better adapt to the market environment. On the one hand, Sichuan enterprises continue to carry forward and update the connotation and model of the original brand strategy, which has changed from the prosperity of "individual brands" to the expansion of "brand regions". On the other hand, Sichuan enterprises have also made a difference in transformation and upgrading, realizing the gradual equilibrium and optimization of the industry.
Brand strategy makes Sichuan enterprises brilliant today
Relative to coastal furniture companies, Sichuan furniture companies are still 10 years into the business, and the reason why Sichuan furniture companies can grow from scratch and grow up is to benefit from taking the road of brand development. In this regard, Wei Bin, the vice president of Quanyou Furniture, who has almost witnessed the whole process of the development of Sichuan modern furniture companies, has a practical experience.
Wei Bin said with emotion that, more than ten years ago, Sihuan furniture companies hardly had a brand view and overall view, so they had no place in the furniture industry. Taking Quanyou as an example, the same embarrassment was encountered in the early 1990s. At that time, Quanyou Furniture attempted to expand the market outside the province and set up a national marketing network. As soon as it arrived outside the province, some large stores knew little about Quanyou and therefore did not accept Quanyou.
After this frustration, Quanyou made up its mind to focus on taking the brand route, and thus quickly became stronger. In 2011, Quanyou became the first enterprise in the furniture industry to advertise on CCTV and became a landmark event for the development of furniture brands in Sichuan and even the whole country. The success of Quanyou also inspired the ambition and self-confidence of Sichuan furniture peers, and they also joined the ranks of brand development. Since then, Sichuan furniture companies have gradually got rid of the low-end, unknown, and unbranded status, becoming one of the most important forces in the furniture industry, and Quanyou has also become a major brand in the furniture industry.
Driven by the brand strategy, Sichuan furniture enterprises have developed rapidly from small to large. According to statistics, in the early stage of Sichuan furniture development, there were only about 100 furniture companies in Sichuan, and the overall output value was only a few hundred million yuan. Today, Sichuan furniture companies have grown to more than 3,000, and more than 100 companies have assets of more than 100 million. The annual output value reaches 40 billion yuan.
Group upgrade to create "regional brand"
If Sichuan furniture has built many furniture brands in 10 years, then the process of Sichuan furniture industry has just started from the prosperity of "individual brand" to the standing of "regional brand".
In 2010, Chengdu Furniture Exhibition discussed the transformation and upgrading of the furniture industry with the theme of creating “high-end industryâ€. July. Sichuan Furniture Group attacked and reached a strategic alliance with Red Star Macalline; In September, the Sichuan Brand Furniture Direct Sales Center was officially established in Hangzhou Red Star Macalline, Sichuan Furniture opened the door to the domestic first-level market; Chengdu Industrial Park laid the foundation for building radiation The furniture trade platform in the west, going to the whole country and influencing the world. Sichuan Furniture also launched the Chengdu International Furniture Industry Exhibition to strengthen the influence of Chuanpai Furniture in the form of industry exhibitions. In addition, Sichuan also launched the "Sichuan Furniture China Tour" campaign to promote the Sichuan furniture brand in major cities across the country, so that consumers across the country can feel Sichuan furniture and re-understand Sichuan furniture.
This series of efforts is aimed at publicizing and promoting the overall image of this regional brand in Sichuan, enhancing the cohesion of regional brands, allowing Sichuan furniture brands to gain popular support, and strengthening the overall impression and perception of Sichuan furniture by consumers and industry insiders.
Transformation and upgrading to optimize industrial structure
In order to create a regional advantage, Sichuan Furniture still has to transform and upgrade and adjust the single development route that used to focus on second- and third-tier cities. Mr. Rong Yuwei, Secretary General of Sichuan Furniture Import and Export Chamber of Commerce pointed out: At present, some Sichuan furniture companies have actively pursued strategic transformation and upgrading, and began to get involved in high-end brands, thus presenting a new round of trends for Sichuan to send furniture to first-tier cities.
Of course, Sichuan furniture should not be transformed into a primary market, but Sichuan furniture companies can show more forms. On the whole, with the passage of time and the maturity of conditions, Sichuan furniture will do it in the first, second and third tier cities. It has achieved a more complete and more balanced state. By then, an area formed by the aggregation of more than 5,000 Sichuan furniture companies will be formed. Brand entity.
In short, Sichuan furniture is not in the west, but is to create a "regional brand" for the national furniture industry, and has become a more influential home regional sector outside the Guangdong and Beijing schools. In the process of moving towards this strategic goal, how to realize the transformation of the brand from "individual" to "group" is worthy of in-depth thinking and research by Sichuan furniture companies.
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