This summer is really difficult, either drought, or the storms are coming, the drought is impermanent. China’s macro economy is also uncertain. Society and the business community are worried about the "Three shortage of four high" (c shortage: money shortage, electricity shortage, labor shortage; four high: high inflation, high prices, high taxes, high cost) has become not fold not withhold facts . Although both political and business consensus on such structural problems, and trying to change this office potential, but we say more, do less, it is difficult to reverse the situation; this economic environment, is indeed a test of endurance businesses and entrepreneurs, will be The moment of strength and judgment.
Returning to the Chinese furniture industry, it is naturally impossible to get rid of the impact of such a big picture. The pattern of market competition is quite "glue", and the growth in the expectation is quite different from the reality, while the competitors have grown exponentially. In the internal magazines of some well-known enterprises, the “threshold†of the first line of marketing has already issued a call for “decisive moments†to the forward sentinels . Also in late one night, a fine finish on Entrepreneur magazine "furniture over mark" seal the surface of the article, called me, tells his best book review, "You really wise to put a key issue But where is the road to solving the problem ?†Yes, where is the way to solve the problem? This should be the voice of the business community facing the 2011 dilemma.
If you look calmly at the Chinese furniture industry in 2011, there are two phenomena that you have to look at. One is the "channel sink" However, since this "channel sink" is not a financial crisis in 2008 'set off by manufacturers sales channels to sink two, three wave field trial, but Shen under "Channel supermarkets ". More and more cases show that China's furniture industry giants, some supermarkets, is its huge stores open into the prefecture-level city level; indeed, when they have begun to include the territory of Inner Mongolia, Tongliao these cities, we It has already been understood to what extent the Chinese furniture industry’s distribution channels have been deepened.
In contrast, the past few years, manufacturers, dealers of model innovation, most remain in the conceptual or send to vent outrage, the lack of substantial operating break. They are supermarkets giants "strategy coerced" situation even more deepened. This is one of the most important backgrounds for us to understand the current situation.
Another phenomenon is that the pursuit of the so-called "high profits" of the "category war" continues to heat up. It should be said that in the context of the circulation of channels by the giants of the hypermarket giants, the Chinese furniture industry is bound to experience such a wave of “category†because the “out of focus†industry is fighting for its own survival. efforts had to chase those seemingly "high profit", "category." But even the so-called "home integration" banner,
It is also impossible to cover up the challenges brought about by the lack of core strategic capabilities in the business world. “Category Wars†is introducing the Chinese furniture industry to competition with certain specific materials and certain specific marketing concepts, but this is not a practical one. The strategic development direction? After the inventory of "panel furniture" , "True Love Furniture TIME" is to fully follow the "solid wood furniture boom" that is being carried out in the Chinese furniture industry; we are trying to clarify the competitive structure of the school center behind the craze where is it?
The core of the "craze of solid wood competition" is really in the so-called "solid wood"? Is this the battle of "materials" or the battle of strategic brand capabilities of enterprises?
Looking at China's home appliance industry, IT industry, those companies and characters who used to play mobile phone jewels have disappeared into the sea of ​​industrial competition, leaving no place; and those marketing concepts that have been vigorous and endless in the past have been with the wind. And passed away, and finally resolved invisible in front of the "right way" of strategic competition. The lack of strategic competition is still a "common problem" in the furniture business community. And strategy, that is, positioning; strategy, that is, focus. Going back to the readers' questions, where is the way to solve the problem? Set yourself and let yourself focus.
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