Second, the market competition is more fierce The market competition is intensified, mainly in three aspects: Third, differentiated operation is the main premise for the survival and development of the enterprise. Due to the limitations of the technology content and investment scale of the furniture industry, the industry's "threshold is relatively low", and the layman can easily become the "inner Han". Because there are so many types and styles of furniture, patent protection is more difficult, which also provides opportunities for imitators. Every year, international exhibitions and domestic exhibitions become classrooms for imitators. New products developed by enterprises with huge investment will be quickly industrialized and mass-produced as long as they are recognized by the market. Good products are often short-lived. In the past, the life cycle of a best-selling product was 2-3 years, but now it has been shortened to less than half a year. The homogeneity of the market has caused many large enterprises to suffer miserably. Consumers in the tens of thousands of square meters of furniture malls are dazzled by furniture of the same style, same color, same material and same price. A homogeneous market is eager for a differentiated recipe. Fourth, furniture design will move from product design to enterprise design furniture as a special commodity that goes out of the family and is close to life, and will inevitably play a personal role in the trend of modern life. Personalized shaping and emotional cultivation are inseparable from "design". Various designers have stepped onto the furniture stage, and furniture companies have waved to talents from foreign countries and design colleges. Talents in product design, furniture showroom design, furniture layout design, product image and corporate image design will all become shortages in the furniture industry. The furniture industry is slowly moving from design products and design stores to the highest level of design life. Fifth, green furniture products will become the necessary conditions for qualified furniture. Chinese furniture companies began to reshuffle the market with high-quality and green environmental protection as the selling point. China's entry into the WTO has accelerated the pace of green development of China's furniture. Exports cannot circumvent green barriers. China cannot escape the eyes of environmental protection. Chinese furniture and foreign furniture giants are in face-to-face confrontation. However, the green barriers of foreign furniture have been built up. It is understood that the penetration rate of green furniture in European and American countries, Australia and Singapore is nearly 100%, and Japan and South Korea are also close to 50%. Many domestic "qualified" furniture, because they are far from the Western "green standard", can only lose one order after another. With the improvement of the quality of life, China's accession to the WTO, Chinese furniture consumers will regard green furniture as a necessary prerequisite for "qualified" furniture. 6. The consumption cycle of furniture is gradually shortening, and the cultural content of furniture products is gradually increasing . The development of the furniture market has driven changes in consumer psychology. In the past, our furniture could be passed down from generation to generation. The added value of mahogany furniture shows the longevity of ancient furniture consumption. Our fathers have more or less inherited the furniture of our ancestors. Solid durability is synonymous with furniture quality. With the development of the real estate industry and the rapid improvement of the quality of modern life, fashion has brought European and American styles to the Chinese market. European classics, Nordic simplicity, solid wood, panel and glass, metal furniture are colorful. Rich furniture products have greatly increased the range of choices for consumers. Changes in fashion have driven changes in consumers ’mentality. People are beginning to focus on the popularity of furniture. The consumption cycle of furniture is quietly shortening. The cultural content of furniture is gradually increasing. The consumption concept is quietly changing. VII. The furniture business has diversified coexistence. Brand stores are the leading distributors of furniture. The status of the circulation exhibition hall has grown from acting as a supporting role in the basement and top floor of large department stores to entering the protagonist of the professional exhibition hall of the furniture city. . Furniture merchants have also undergone a transformation from the role of stall vendors to brand promoters. The rapid development of the furniture franchise market has created a famous brand in China's furniture industry. Furniture manufacturers have carried out image management one after another to build a stage to display images for shaping products and brand images. Product promotion has been transformed into brand promotion. Brand independent stores, brand shop-in-shops, and furniture franchise markets are all leading the way. Furniture merchants are struggling to find the best marketing method, but each marketing method has its own characteristics and advantages, so it should pay attention to the business content. However, from the perspective of the accumulation of intangible assets and the improvement of management, brand independent stores are the most optimistic in the industry. 8. Customized furniture and personalized services will become more popular 9. Knowledge assets and knowledge management will gradually become the main theme of industry management. Knowledge-centric management will gradually penetrate all aspects of the enterprise in the furniture industry. From the brainwashing of the knowledge of enterprise leaders, to the introduction and acquisition of wisdom from outside the industry; from the full knowledge training of the enterprise to the gradual deepening of enterprise technical management, it shows that the knowledge industry in the furniture industry is transforming into assets and knowledge management Is being incorporated into all aspects of enterprise management. Investment in knowledge assets and knowledge management is the most sensible investment for furniture companies. 10. The role of industry associations will strengthen each year. China has become the 143th member country of the WTO. Since then, the Chinese government has to act in accordance with WTO rules on enterprises, the market monitoring and the management of Chinese enterprises, and the government will reduce direct intervention in the enterprise market. Industry associations and chambers of commerce are increasingly playing an irreplaceable role. The furniture industry is an unprotected industry, facing the challenges of its peers earlier than other industries. The world's furniture brands are quietly eroding China's market. China's furniture enterprise brands are still immature and their ability to resist foreign competition is still poor. How to rationally allocate resources? How to reduce internal consumption will be a problem that industry associations need to solve urgently. In foreign trade, industry associations will provide enterprises with information services, establish unified purchase and distribution channels, and safeguard industry interests. In the internal service, the industry association will establish industry norms to prevent the vicious competition of enterprises, and establish a professional advisory committee of the industry to improve the enterprise's decision-making ability and industry competitiveness, and establish industry technical schools to train talents for the industry tomorrow. 11. Price wars and quality wars will be replaced by brand wars. Price wars have always been a method used in the sales of low-end furniture products in the field of furniture marketing. Relying on price wars can effectively defeat opponents and give them a fatal Blow. Certain conditions are necessary to adopt a price war: 12. The production base is transferred to areas with cheap labor and cheap materials. The furniture manufacturing industry is a labor-intensive industry and requires a lot of manual operations. This makes regions with low labor (such as developing regions) have greater advantages. In terms of transportation, the disassembly and assembly of furniture products has made it possible to reduce transportation costs, which makes many investors choose to build factories in this type of area. 13. Separation of brand building and production management In order to occupy the market more effectively, the existing furniture manufacturing and marketing industry will develop towards the two poles: 14. There will be more enterprises that acquire small and medium-sized enterprises with brands and successful marketing through "copying" . When orders increase, they sometimes feel that the production capacity is insufficient. In addition to expanding the scale of production, these enterprises will also Entrust other enterprises to produce. However, sometimes due to various reasons such as technical capabilities and equipment problems, the quality is often not guaranteed, so the practice of acquiring small and medium-sized enterprises by "copying" will appear. 15. Design, production and sales are more user- friendly 1. Furniture design will develop in the direction of "comfortable" and "practical". Volvo Parts,Volvo Spare Parts,Volvo Parts Truck,Volvo Motor Parts JINING SHANTE SONGZHENG CONSTRUCTION MACHINERY CO.LTD , https://www.sdkomatsuexcavatorparts.com
Many furniture factories almost disdain IS09000, and today, there are already more manufacturers, even small factories with a hundred employees, who are learning, promoting, certifying, and training. In the era of meager profit in the market, whoever sees the situation first and who takes the first measures will be the winners.
1. "Giant" appears in the production and marketing of various grades of furniture products.
In order to better adapt to the changes in the market, more and more companies are more clearly positioned in the market. They either rely on their superior strength to occupy the top position in the ranks of high-end furniture, or occupy the middle and low-end furniture market with small profits and sales. In this way, it is easy to give full play to your strengths, concentrate your superior strength, attack opponents, and develop yourself.
2. The professional division of labor is more meticulous, leading the way. Furniture production is developing from large to omnidirectional specialization. Some produce hotel furniture, some specialize in civilian suites, and some specialize in beds. The division of labor is more clear, which has intensified competition in various fields, and their quality, price, and service are becoming more and more fierce.
3. The princes separatist, and where there is a market on each side, someone has to seize it. Therefore, for each company to occupy the territory, it must first defeat the competitors, and the companies everywhere will first desperately keep their territory and drive away "The offender". As a result, the princes formed a separatist party, and hegemonic parties. During this period, the struggle is almost life and death, so it will be more cruel, more intense, and require more courage and wisdom.
The development of furniture products is a development process from customization to industrialization. Its development experience is from asking the little carpenter to customize and go to the franchise market to buy, because that is because the house types we live in are more standardized and specialized. In recent years, the rapid changes in furniture products reflect the unity of furniture after-sales service. The change in the supply and demand relationship in the furniture market requires companies to rapidly change in service technology. From the perspective of product positioning, furniture generally has four stages of development: popularization, differentiation, customization and personalization.
The embodiment of catering to consumer subjects and rights is becoming more and more obvious, and consumers are moving from the background to the foreground. Furniture manufacturers must go from the passive after-sales service stage to the pre-natal design stage that actively attracts consumers, integrate consumer opinions in product design, customize products for consumers, and personalize products. There is a prominent trend here: dealers become service providers, selling products becomes providing services, and creating higher profits by providing services. This personalized service will be completed through a computer network and a joint design with direct participation of consumers. Service competition in the furniture market has risen from service awareness to service technology competition.
1. Its own production is larger than its opponents.
2. Advanced equipment and management.
3. Make profit.
4. Cheap materials can be bought.
5. Furniture production is only an incidental item of its own.
6. Smoother direct sales channels, reducing intermediate links.
Quality warfare is a marketing method that relies on good product quality and good service to occupy the market and win customers. In the process of quality warfare, companies will definitely invest more costs, and if this burden is passed on to Customers will inevitably cause psychological conflicts among customers, which is the fatal injury of quality war.
Based on the failure of these two marketing methods, the brand war will be replaced in the future. The brand war has the following favorable conditions: the brand effect makes customers willing to accept its higher pricing; as far as the market positioning of brand furniture is concerned, there is a broader profit margin; with the continuous improvement of the people's material living conditions, brand products are cheaper The products have a broader market; therefore, in the future furniture marketing field, price wars and quality wars will be replaced by brand wars.
Furniture materials are generally bulky, and a large amount of wood purchases will inevitably make production companies pay a heavy price for this. To avoid this, many companies build their production bases near the wood production area, saving a lot of costs and making products more competitive .
Part of it will become a professional enterprise that builds brands. They operate the brand instead of the product itself, and some even have no factories.
The other part will become a professional production enterprise, and they can dispense with the market and do not have to distribute themselves, and the brand operators will place orders for production.
The separation of brand building and production management has the following benefits:
1. Develop towards the miniaturization of professional division of labor, which is convenient for strengthening and concentrating industry advantages.
2. Separation of production and marketing is conducive to concentrating energy and capital on production and brand building.
3. The development of production to order type is conducive to the realization of planned production.
The so-called "replication" is to require and standardize the acquired company according to its own mode, style and management method, so that the company can meet its own requirements in production management and quality management, and make the product quality reach its due level.
2. Chinese and Western cultures will be more integrated in furniture design.
3. Returning to the original and abstract design will become the highlights.
4. Furniture installed by users will be more common, and small furniture with high utilization rate will become the mainstream.
5. New furniture materials will continue to emerge
6. New methods will emerge in terms of payment methods and delivery methods.
7. The Internet will be widely used.
If there is no structural damage and does not affect its normal operation, it meets the quality requirements.
1. The coming of the era of meager profit With the increasingly fierce market competition and the constant regulation of the marketing market, the period of violence in the furniture manufacturing industry has passed, and with it comes an era of meager profit. In the past, the net profit was as high as 30% -40%, and even more. Now the general profits of enterprises are only 15-20%, and the profits of some companies' individual products are only 5% -10%.