In the past 2011, due to the sharp deterioration of the market, the essence of the Chinese furniture industry has emerged for a long time. Nowadays, the entire industry realizes that the fundamental change is the hope of the industry, and it is the brilliant choice to dig for “business opportunities†under the new situation.
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New business model is expected to open
In 2011, four large-scale furniture stores in Hangzhou, Zhejiang closed down, one of which was the Hangzhou chain store of a large furniture store chain giant in China; another big chain furniture store giant had a hard time, opened in Tianjin, Shandong Jinan and other places. The chain stores with an average of more than 100,000 square meters are also deeply mired in the “demolition of storesâ€. Among the more than 80 stores in the country’s largest home furnishing chain, more than 50 dealers have lost 70%.
The circulation of the Chinese furniture industry seems to be calm, and it is really undercurrent. The momentum of the quick copy of the simple "shop-in-shop" model began to slow down, the first time in 30 years. The essential problem is that the mode is low-level, and the homogenization of the open-market method is inevitable.
The overall setback of the hypermarket chain expansion plan, if fully reflected, is expected to truly open the era of the new business model of the Chinese furniture industry.
Furniture exhibition enters the nearly one million square meter mark
The scale of China's three major furniture exhibitions has been around 300,000 square meters in recent years. From 2012 onwards, the situation may be broken.
The international famous furniture exhibition in Dongguan has announced that the new exhibition hall opened in 2012 will cover an area of ​​500,000 square meters, plus the original 300,000 square meters, with a total scale of 800,000 square meters. The Shanghai Furniture Fair has also been high-profile. Announced plans to expand the exhibition to 700,000 square meters; although the Guangzhou Furniture Fair has not announced the expansion plan, as one of the three major furniture exhibitions, it will certainly not show weakness to the other two, it will use the same exhibition with the Canton Fair. Field, hardware facilities are fully adapted to the further expansion of scale.
The scale of internationally renowned furniture exhibitions is shrinking. In the early days, furniture exhibitions in Milan, Italy, furniture exhibitions in Cologne, Germany, and high-end furniture exhibitions in the United States were already in a relatively static state. In the years when the economic situation was not good, the shrinking trend was very obvious. Therefore, the expansion of the China Furniture Fair will prompt China to become the R&D design center and the corporate world headquarters after the furniture procurement center.
Home life experience concept leads to furniture wholesale distribution center reorganization
The business forms of several major furniture wholesale and distribution centers in China are mostly fish scales, relying on furniture industry bases or high-consumption areas. At first, it was characterized by spontaneous natural agglomeration, showing multiple single-selling stores, varying in size, different grades, chaotic, and relatively low-level commercial formats.
The upgrade of the wholesale distribution center of furniture has been explored in recent years, but the method is nothing more than building a large-scale, well-equipped furniture store. It is just the old and new of the property, and cannot be equated with the transformation and upgrading.
Up to now, although the concept of home life experience is a bit flooded, there is no real sense of life experience in the physical store form, but the development trend of the furniture distribution center with the introduction of the concept of home life has been very obvious. In the furniture purchasing center of the Pearl River Delta region, the industry capital of Xingye has advocated the connotation of “new business, new lifeâ€, and is investing heavily in large-scale construction, which has caused great repercussions in the industry. At present, the intention to host customers has reached more than 300 brand enterprises. Some insiders believe that the move of the Industrial Home Capital will lead to the follow-up of other furniture procurement centers, and the curtain of the comprehensive reorganization of the wholesale distribution center is being opened.
Furniture brand polarization
There is not much difference between Chinese furniture brands. The products of big brand furniture are not necessarily good for small brands. Most of them are “intermediary brands†and “mass consumer brands†are few.
Moreover, there are more markets, more marketing, and fewer products. In the Nanjing market, the sofa of a “big brand†furniture was found by consumers to use “recycled spongesâ€, which made consumers very puzzled. In some sponges used in branded sofas, the content of lime powder is more than 40%, which is even more confusing.
In the next few years, the market's tolerance will be greatly reduced. The progress of commercial civilization is part of the cultural development, and the shoddy products cannot enter the market in large quantities. The domestic market is the most critical to branded furniture. After the company has exhausted other topics, the method of enhancing competitiveness will eventually focus on the brand, which is far more difficult than the means of price reduction. Moreover, if there is no certain strength, long-term preparation, and scientific planning, branding can only be an empty talk.
In the case of overcapacity, the market has encountered a cold winter. After some enterprises have been eliminated, the remaining enterprises do not mean that there will be a good life. Brands can bring new vitality to the company, and polarization will begin.
The mainstream status of Chinese furniture will be fully upgraded
There are roughly three mainstream styles of furniture in the Chinese furniture market that dominate market consumption. The first is modern Italian minimalism, the second is European and American, and the third is Chinese furniture. In the major furniture consumer markets around the world, only the Chinese furniture market has such a “landscapeâ€. In recent years, Southeast Asian style furniture has also become popular in China. From the perspective of consumers, Chinese furniture should be the mainstream style of the absolute Chinese market. After the modern Chinese furniture industry was hit by Western furniture, the path of Chinese furniture style interpretation was seriously distorted. With the backwardness of Chinese traditional furniture in terms of materials, technology and design theory, Chinese furniture has long been in the market.
When the era of comprehensive rejuvenation of the Chinese national culture is coming, the cultural identity allows consumers to start green Chinese furniture. However, modern Chinese furniture can no longer return to the past, and must be a re-creation under multiculturalism. According to a 2011 survey, the total demand for the Chinese furniture market has increased by 40%, and dealers report that this data will be higher in 2012.
Regional Furniture Industry Park welcomes the era of golden development
The concept of industrial transfer has been raised for ten years, but most of the large-scale transfer is foreign-invested enterprises. After 2003, some foreign furniture companies were transferred to Vietnam. In 2005, about 300 furniture companies were transferred from China to Vietnam, and they subsequently moved to some countries in Southeast Asia. Due to the low labor resources and low labor efficiency in Southeast Asia, there were few companies that switched after 2005.
In 2008, the furniture industry began a new round of migration to Southeast Asia. To this day, private furniture companies have moved to foreign countries very little. According to the author, there are less than 20. Before 2008, there were not many migrations to other parts of the country.
After 2008, domestic sales became a near-necessary choice for enterprises. Many companies considered inward migration, but due to the unsatisfactory economic situation, few actions were put into action. After 2009, the company found that the domestic market was unavoidable, and there were more companies moving in, but mainly private enterprises.
Furniture e-commerce may close down in large numbers
It is understood that the e-commerce profit model is not very clear. After the emergence of a large number of e-commerce companies, their profits are entirely dependent on the operation itself. It is hoped that VC companies will invest in the market. Furniture e-commerce is a highly integrated commercial body that integrates information services, channel construction, manufacturing or procurement, and third parties. It must have real sales and profit support in the true sense. Otherwise, it will not be far behind.
Lack of human resources
Take the Pearl River Delta region as an example. The monthly salary of an apprentice worker has exceeded 2,000 yuan. Even so, it is not easy to recruit.
There are no orders for enterprises to plague more than 90% of the enterprises. Of course, when there is no order, the workers are idle, and the enterprise idling also plagues the enterprise. The company has no workers, no orders, no orders, no workers, and finally There are no workers, no orders.
A large number of people who came out of factories that were closed down did not know where they were short of work. The urgently needed enterprises did not know where there were idle workers.
The turbulent employment environment during the industry integration period is an important source of shortage of workers. The rapid and effective adjustment of the company's countermeasures is the key.
The risk of capital chain breakage is the largest ever
Thirty years of Chinese furniture industry is a "big bull market", enterprises continue to expand, increase production capacity, increase production, and start again. In 2008, it began to move into the “Big Bear Marketâ€. At this time, many companies found that the business was bigger, the cost increased, and the cash in hand was reduced. In order to maintain the expansion rate and ensure the supply of liquidity, bank lending essential.
From 2008 to the present, the market situation is sluggish, and enterprises are spending a lot of money without being able to quickly reduce production capacity. If it is to be maintained, capital has become a big problem. The market is expected to be even worse in 2012, so the issue of funding will be the biggest problem for companies.
Design is the basis of business survival
Chinese furniture companies do not pay attention to design for a long time. First, conditional enterprises copy foreign furniture design, and then, they copy each other in China, and the final product expression is unintelligible.
With the rise of new Chinese furniture and the emergence of a sense of resonance between furniture and consumers, the design of furniture must adapt to the rhythm of consumers' needs, and it will be sold poorly in the morning and evening, and this change is considered by the enterprise. s level.
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