Since 2008, due to the impact of the financial crisis, the export of the furniture industry has experienced a major decline. A considerable number of export enterprises have begun to turn to domestic sales, and the domestic sales rate of furniture has been increasing, making the domestic furniture market more competitive. In the domestic market, after entering 2008, the domestic real estate market transactions continued to be sluggish, and many enterprises faced more difficulties. Under this circumstance, various businesses have tried their best to open up various new channels and the furniture sales channels have entered a diversified era.
The main channel: still dominates the current, with dealers as the mainstay, the store is the circulation platform, is the most important marketing model of the Chinese furniture industry. In order to pursue the advantages of scale, many single stores that had previously adhered to one domain began to slowly break through the limitations of geographical regions, and unified the brand chain, staking around the country, and finally developed into a channel chain giant, such as Red Star Macalline. (view map), actually home (view map), etc. Through the development of the past 10 years, this kind of hypermarket has become more mature, and the store has become more and more built and the scale is getting bigger and bigger. Furniture sales in furniture stores, furniture companies can expand with the expansion of the store. Due to the characteristics of furniture products (re-display, space consumption), general agents and distributors, with their own channels and terminal networks, are difficult to fully penetrate and cover the ideal corners of their own regions. These stores may cooperate indirectly with agents or distributors, or directly cooperate with manufacturers, so that the furniture brand can finally complete the ideal penetration of the market terminals, which can save many hardships of self-built channels. Therefore, many furniture companies or agents and dealers regard entering the store as a shortcut to quickly enter the market.
However, there are also some problems in entering the store. First of all, there will be a situation in which the value of the manufacturer and the seller will be inconsistent. Manufacturers will position their products and brands, either classical or modern. However, the positioning of many stores is not very clear, usually in a tens of thousands of square meters of stores, classical, modern and other styles. The lack of positioning of hypermarkets to customers and consumers is a common problem.
Secondly, in recent years, stimulated by the rapid development of the real estate market, the number of new furniture hypermarkets in the country has continued to increase. At the same time, more and more foreign capital has begun to pay attention to and enter the domestic furniture circulation field. In the furniture industry chain, the store has gradually replaced the manufacturing brand, mastered the right to speak, and let the furniture industry chain change from the manufacturer to the game of manufacturers, dealers and store distributors. Under the current situation that the furniture industry is king, the strength of hypermarkets and the game of interests between the two sides often cause various contradictions between hypermarkets and furniture manufacturers.
In addition, many domestic chain stores are only the role of landlord, mainly relying on land rent and real estate appreciation to make money, and the service capacity of the channel has yet to be improved.
In addition to the common chain stores, industrial cluster stores are also an integral part of the sales channels of furniture companies. Industrial clusters refer to various types of furniture stores concentrated in one area, forming regional brand effects, such as Guangdong Lecong, Hebei Xianghe, Jiangsu Yukou and Chengdu Wuhou, etc., all known for furniture stores and sales. Guangdong Lecong has a total area of ​​3 million square meters and annual sales of 30 billion yuan; Jiangsu has a total area of ​​1.2 million square meters and annual sales of 8 billion yuan; Hebei Xianghe has a total area of ​​1.2 million square meters and annual sales of 6 billion yuan; Chengdu Wuhou The total area is 1 million square meters and the annual sales are 6 billion yuan.
Self-built channels: rapid development In the case of a bad economic environment, many furniture companies are facing problems such as a decline in single-store sales, rising rents, and rising business costs. This also makes the contradictions between producers and stores increasingly fierce. It is precisely because of the contradiction between manufacturers, dealers and stores that traditional furniture distribution models exist. Many powerful furniture manufacturers and dealers have begun to get rid of traditional furniture stores and sell their products themselves. Looking at the country, more and more furniture manufacturers are beginning to build their own marketing channels to directly face consumers. For example, the dynasty monopoly chain has now reached more than 2,000. There are more than 1,600 retail stores in Fuzhidao. The federal chain stores in more than 300 cities across the country have reached more than 1,000 stores, and the Pearl and Shuanghu stores have exceeded There are 1,000 homes.
The self-built marketing channels of producers are mainly divided into direct marketing and joining. Establishing a direct sales store can fully reflect the brand image, market positioning and corporate philosophy of the manufacturer, but it has high requirements for the capital and human resources of the producers. It requires a lot of energy and a relatively fast development speed. slow. By absorbing the franchise stores, you can quickly enter the target market and quickly gain a foothold with the dealer's sales channels. However, due to the uneven quality of the dealers, the brand image of the manufacturer may be affected by various reasons of the dealers. After-sales service issues.
New channels: gradually revealed that due to the increasingly fierce competition in recent years, and the traditional sales channels have exposed various problems, in order to stand out in the fierce market competition and rise rapidly, some furniture manufacturers began to explore how to innovate marketing models. To regain control of the industrial chain.
In the past two years, some furniture companies have continued to increase their investment in online online shopping malls, and furniture e-commerce is becoming the new favorite of the furniture industry. At the beginning of 2008, Xi Mengbao took the lead in opening the online store, which was praised by the media as the third road to successful furniture marketing. In November 2008, Yaobang Furniture opened the Yaobang online shopping mall; on December 28, 2008, Shenzhen Haobainian Furniture officially launched a hundred-year furniture e-shopping network; on June 25, 2009, Qumei “e-world†online mall officially launched; Shangpin Home, Red Star; Meikailong, Oriental Home (view map), Jimei (view map), Lanjingli (view map), TATA and other well-known companies have launched or are preparing to launch their own online mall, Take the lead in grabbing the new cake of furniture e-commerce.
The advantages of online sales are obvious. Being able to effectively reduce operating costs is the biggest advantage of online sales. Opening an online store can reduce the cost of organization and management; eliminate intermediate channels such as stores, effectively reduce the burden on the channel, and give the products to consumers at the most favorable price; and improve the efficiency of use of time and space, so that people do not You can filter products and get more product information when you go out. However, there are also shortcomings in online sales. For example, low price is the biggest advantage of online sales, but it is also a double-edged sword. The low price will impact the original physical store sales channels of furniture companies. At the same time, the problem of network reputation problems and product display effects and the gaps in reality also need to be resolved.
In addition to the Internet, home improvement companies have become a new channel for furniture companies to sell. Because home improvement companies are more in contact with consumers, more intimate, and have a natural opportunity. Therefore, with the development of the market, some decoration companies will recommend furniture to consumers in the process of providing decoration for consumers. Sun Wei, chairman of Shichuang Furniture, said that there is at least a 30% price gap in this model. Although the role of home improvement company as a channel for furniture products is not very important, the combination of home improvement companies and furniture companies makes furniture companies have more sales channels when they are not able to compete with agents. Channels complement each other to alleviate the pressure of traditional channels.
Exhibition: Increasingly important In addition to the daily sales channels, for some furniture industries, various exhibitions at home and abroad are a golden channel for their products to flow to distributors and consumers. How to use this platform to do exhibition marketing has become a problem that many furniture companies can't ignore, and it is also one of the key factors for the development of the company.
There are about 20 large and small professional furniture exhibitions in China. Some scholars probably divide them into two categories: one is a professional furniture exhibition organized according to the furniture industry base or the central city, or both. The other category is a central city that relies on a certain administrative region. Most of the provinces are units, and the professional furniture exhibitions held in the surrounding areas are the windows of the regional furniture industry. From this perspective, the annual furniture fairs held in Guangzhou, Dongguan, Shenzhen and Shunde and the “China International Furniture Fair†held in Shanghai in September are clearly the former. The exhibitions held in Chengdu, Hebei and other places belong to the post. However, in terms of the degree of specialization of these domestic exhibitions, there is still a certain gap compared with foreign countries such as the US high point, Milan, Italy, and Cologne, Germany.
The main channel: still dominates the current, with dealers as the mainstay, the store is the circulation platform, is the most important marketing model of the Chinese furniture industry. In order to pursue the advantages of scale, many single stores that had previously adhered to one domain began to slowly break through the limitations of geographical regions, and unified the brand chain, staking around the country, and finally developed into a channel chain giant, such as Red Star Macalline. (view map), actually home (view map), etc. Through the development of the past 10 years, this kind of hypermarket has become more mature, and the store has become more and more built and the scale is getting bigger and bigger. Furniture sales in furniture stores, furniture companies can expand with the expansion of the store. Due to the characteristics of furniture products (re-display, space consumption), general agents and distributors, with their own channels and terminal networks, are difficult to fully penetrate and cover the ideal corners of their own regions. These stores may cooperate indirectly with agents or distributors, or directly cooperate with manufacturers, so that the furniture brand can finally complete the ideal penetration of the market terminals, which can save many hardships of self-built channels. Therefore, many furniture companies or agents and dealers regard entering the store as a shortcut to quickly enter the market.
However, there are also some problems in entering the store. First of all, there will be a situation in which the value of the manufacturer and the seller will be inconsistent. Manufacturers will position their products and brands, either classical or modern. However, the positioning of many stores is not very clear, usually in a tens of thousands of square meters of stores, classical, modern and other styles. The lack of positioning of hypermarkets to customers and consumers is a common problem.
Secondly, in recent years, stimulated by the rapid development of the real estate market, the number of new furniture hypermarkets in the country has continued to increase. At the same time, more and more foreign capital has begun to pay attention to and enter the domestic furniture circulation field. In the furniture industry chain, the store has gradually replaced the manufacturing brand, mastered the right to speak, and let the furniture industry chain change from the manufacturer to the game of manufacturers, dealers and store distributors. Under the current situation that the furniture industry is king, the strength of hypermarkets and the game of interests between the two sides often cause various contradictions between hypermarkets and furniture manufacturers.
In addition, many domestic chain stores are only the role of landlord, mainly relying on land rent and real estate appreciation to make money, and the service capacity of the channel has yet to be improved.
In addition to the common chain stores, industrial cluster stores are also an integral part of the sales channels of furniture companies. Industrial clusters refer to various types of furniture stores concentrated in one area, forming regional brand effects, such as Guangdong Lecong, Hebei Xianghe, Jiangsu Yukou and Chengdu Wuhou, etc., all known for furniture stores and sales. Guangdong Lecong has a total area of ​​3 million square meters and annual sales of 30 billion yuan; Jiangsu has a total area of ​​1.2 million square meters and annual sales of 8 billion yuan; Hebei Xianghe has a total area of ​​1.2 million square meters and annual sales of 6 billion yuan; Chengdu Wuhou The total area is 1 million square meters and the annual sales are 6 billion yuan.
Self-built channels: rapid development In the case of a bad economic environment, many furniture companies are facing problems such as a decline in single-store sales, rising rents, and rising business costs. This also makes the contradictions between producers and stores increasingly fierce. It is precisely because of the contradiction between manufacturers, dealers and stores that traditional furniture distribution models exist. Many powerful furniture manufacturers and dealers have begun to get rid of traditional furniture stores and sell their products themselves. Looking at the country, more and more furniture manufacturers are beginning to build their own marketing channels to directly face consumers. For example, the dynasty monopoly chain has now reached more than 2,000. There are more than 1,600 retail stores in Fuzhidao. The federal chain stores in more than 300 cities across the country have reached more than 1,000 stores, and the Pearl and Shuanghu stores have exceeded There are 1,000 homes.
The self-built marketing channels of producers are mainly divided into direct marketing and joining. Establishing a direct sales store can fully reflect the brand image, market positioning and corporate philosophy of the manufacturer, but it has high requirements for the capital and human resources of the producers. It requires a lot of energy and a relatively fast development speed. slow. By absorbing the franchise stores, you can quickly enter the target market and quickly gain a foothold with the dealer's sales channels. However, due to the uneven quality of the dealers, the brand image of the manufacturer may be affected by various reasons of the dealers. After-sales service issues.
New channels: gradually revealed that due to the increasingly fierce competition in recent years, and the traditional sales channels have exposed various problems, in order to stand out in the fierce market competition and rise rapidly, some furniture manufacturers began to explore how to innovate marketing models. To regain control of the industrial chain.
In the past two years, some furniture companies have continued to increase their investment in online online shopping malls, and furniture e-commerce is becoming the new favorite of the furniture industry. At the beginning of 2008, Xi Mengbao took the lead in opening the online store, which was praised by the media as the third road to successful furniture marketing. In November 2008, Yaobang Furniture opened the Yaobang online shopping mall; on December 28, 2008, Shenzhen Haobainian Furniture officially launched a hundred-year furniture e-shopping network; on June 25, 2009, Qumei “e-world†online mall officially launched; Shangpin Home, Red Star; Meikailong, Oriental Home (view map), Jimei (view map), Lanjingli (view map), TATA and other well-known companies have launched or are preparing to launch their own online mall, Take the lead in grabbing the new cake of furniture e-commerce.
The advantages of online sales are obvious. Being able to effectively reduce operating costs is the biggest advantage of online sales. Opening an online store can reduce the cost of organization and management; eliminate intermediate channels such as stores, effectively reduce the burden on the channel, and give the products to consumers at the most favorable price; and improve the efficiency of use of time and space, so that people do not You can filter products and get more product information when you go out. However, there are also shortcomings in online sales. For example, low price is the biggest advantage of online sales, but it is also a double-edged sword. The low price will impact the original physical store sales channels of furniture companies. At the same time, the problem of network reputation problems and product display effects and the gaps in reality also need to be resolved.
In addition to the Internet, home improvement companies have become a new channel for furniture companies to sell. Because home improvement companies are more in contact with consumers, more intimate, and have a natural opportunity. Therefore, with the development of the market, some decoration companies will recommend furniture to consumers in the process of providing decoration for consumers. Sun Wei, chairman of Shichuang Furniture, said that there is at least a 30% price gap in this model. Although the role of home improvement company as a channel for furniture products is not very important, the combination of home improvement companies and furniture companies makes furniture companies have more sales channels when they are not able to compete with agents. Channels complement each other to alleviate the pressure of traditional channels.
Exhibition: Increasingly important In addition to the daily sales channels, for some furniture industries, various exhibitions at home and abroad are a golden channel for their products to flow to distributors and consumers. How to use this platform to do exhibition marketing has become a problem that many furniture companies can't ignore, and it is also one of the key factors for the development of the company.
There are about 20 large and small professional furniture exhibitions in China. Some scholars probably divide them into two categories: one is a professional furniture exhibition organized according to the furniture industry base or the central city, or both. The other category is a central city that relies on a certain administrative region. Most of the provinces are units, and the professional furniture exhibitions held in the surrounding areas are the windows of the regional furniture industry. From this perspective, the annual furniture fairs held in Guangzhou, Dongguan, Shenzhen and Shunde and the “China International Furniture Fair†held in Shanghai in September are clearly the former. The exhibitions held in Chengdu, Hebei and other places belong to the post. However, in terms of the degree of specialization of these domestic exhibitions, there is still a certain gap compared with foreign countries such as the US high point, Milan, Italy, and Cologne, Germany.
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