Furniture market competition intensified brand enterprises "group" to ensure share

China is a major exporter of furniture and home furnishings, Chinese furniture and home furnishings in the past few years, high-profile "go out" at the same time, many foreign furniture and home furnishings brands are also strong "into" the Chinese market. From the furniture exhibition in recent years, the number of foreign exhibitors is on the rise. At the same time, many well-known furniture brands in Europe and the United States, also optimistic about the Chinese market, came to a number of.

At present, Chinese furniture, home furnishing enterprises, in addition to facing the pressure of imported brands to grab the market, but also face the pressure of export slowdown. It is understood that in recent years, China's exports of wood products and wooden furniture facing rising raw material costs, rising labor costs and the appreciation of the RMB three major difficulties, but also from the European and American markets on China's exports of wood products and wooden furniture standards are becoming increasingly stringent export difficulties. Therefore, the domestic furniture, home furnishing enterprises have moved up, expecting to integrate resources through "grouping" to stabilize market share.

Internet marketing era, "group" also speaks of skills

Internet era, the impact on the furniture business is also more far-reaching. The Internet can integrate big data, resources, the establishment of a large platform. And for furniture companies, how to choose has become a problem. Is the build their own e-commerce platform, or to borrow B2C platform such as Tmall, Jingdong? Or enterprise "group" development?

Some industry insiders said that the region to "group" is not a good choice, is to the region as a unit. Of course, the enterprise "group" development, not simply a combination, but also need one or more local enterprises to take the lead, to the category for the convening, complementary advantages, the formation of a strong combination. Because in the same region, so the related matters are easier to coordinate. Second, you can also complement each other with product lines to form a group, the purpose of this "group" is to form a complete industrial chain to meet the procurement needs. In addition, you can also product categories, quality and strong joint group. In short, no matter what kind of "grouping" method above, as long as the enterprises reach a "grouping" idea, after the supply standards, price alliance, service commitment to reach a consensus on the formation of the alliance, such an alliance is valuable. In addition, in the Internet era, enterprises can also seek to have the ability to expand the platform, docking a strong industrial services platform to "group", so that the alliance can be smoothly landed.

Foreign brands blow the rallying cry to seize the market

In recent years, the number of overseas exhibitors at Furniture China has grown significantly, with exhibitors from Italy, France, Japan and other developed countries in the world furniture industry, as well as pavilions from Vietnam, Malaysia, Indonesia and other Southeast Asian countries. It can be said that many foreign brands are optimistic about the Chinese furniture market. Some related institutions predict that the average growth of the Chinese furniture market will reach 15% in the next 5 to 10 years, especially for high-end products, the growth rate will be even faster.

With the entry of foreign brands, the channel structure of the Chinese furniture industry is also quietly changing. First of all, the first-tier cities, in Beijing, COFCO Plaza used to be the international high-end brands into the Beijing market, the "old" home base, and then the Financial Street Shopping Center and the Oriental New World as the representative of the high-end shopping malls also began to join the ranks, and then actually opened the House and other stores imported home furnishings Museum, the same period, there are many imported furniture The brand opened an independent flagship store. In addition to the first-tier cities to increase the proportion of imported furniture, the current furniture market in Fuzhou is also quietly changing. According to the general manager of actually home Fuzhou store when Zhongchang, actually home in June this year when redecorated, also established the core competitiveness and business characteristics of imported furniture to meet the villa (villa decoration effects), high-end mansion (mansion decoration effects) customer demand for high-end imported home consumption. The first floor of the store is set as an imported furniture pavilion, introducing furniture from many countries, such as the United States, Italy, Norway and Australia. Among them, there is no shortage of global famous furniture brands such as NATUZZI, Shuda, Stressless, Sealy, sleepmaker, IDP, Collette, Huanmei and so on.

Change the big industry "small business", enterprise "group" to warm up

Reform and opening up for more than 30 years, China's furniture industry into a rapid development stage is in the last 20 years. Currently, the development of the furniture industry has been mentioned as an important national industrial level. Fujian Furniture Association, said: "China is a furniture, home furnishing exports, Fujian Province accounted for a large part of its, but the market is always its unique laws refreshing face, in the market environment through the fierce, China's furniture, home furnishing exports are also facing a decline in growth and other issues. On the one hand, trade barriers limit the possibility of many furniture and home furnishing exports; on the other hand, factors such as rising domestic costs are also its important reasons.

Ltd. and general manager of China Wood Industry City, Tan Chunsheng, said that the status quo of China's furniture and home furnishing "big industry" and "small enterprises" is obviously not formed overnight, and this status quo will not change significantly in the future for a period of time. of. The reasons for this status quo are mainly attributed to the following two points. One is the furniture, home furnishing industry entry threshold is low, the industry is easy to start their own enterprises, the more the number of enterprises, marketing resources, research and development resources will be scattered, the industry will not be able to form a unified competitiveness. Secondly, due to the low entry threshold of the industry, many foreign buyers have a lot of opportunities to ask for quotations and bargain, leading to the formation of "big industry" and "small enterprises" pattern. Mr. Tan believes that by suggesting furniture, home furnishings, handicrafts (handicrafts decoration effect picture) import and export enterprises in this fragmented state choose to "group" development. Because the furniture, home furnishing, handicraft industry after the country's elimination, after the baptism, the industry pattern is basically formed, each industry cluster area has a general enterprise, stronger enterprises, this situation strong combination, "group" into a professional platform, can make these enterprises develop better, more quickly. According to reports, China Wood City is not only a professional furniture, home crafts import and export wholesale procurement base, but also has a well-functioning e-commerce platform.