High-end furniture industry market development trend

Last year, due to the regulation policies of the real estate industry and changes in the overall economic form, consumers have developed a prudent and rational consumption psychology, leading to a 30% -50% decline in the sales scale of the domestic high-end furniture industry. The direct impact of the decline in sales is that some upstream production companies that do not have direct sales channels are forced to squeeze profit margins to stop production or close down. Many dealers also pin their hopes on the improvement of the overall economy this year. Throughout the entire high-end furniture industry market, industry experts have summarized ten development trends.

 

 

Trend 1. The “shop-in-shop” sales model of hypermarkets will change

 

Except for a few brands that sell as independent stores, more than 90% of high-end furniture brands have been “store-in-shop” models gathered in comprehensive building materials stores like Juranjia, Red Star Macalline, Jisheng Weibang, etc. Increases in rents, increases in staff salaries, declines in sales, and declines in profits. Many stores have stall subletting, evacuation, etc. It is understood that 10% of the merchants in a large household store in a city are profitable, 30% Maintain, more than 50% loss. Has the model of “shop-in-shop” always hit the bottleneck? For high-end furniture brands, the price differentiation caused by product differentiation is not necessarily the essence of industry competition, and there will be brand attempts in 2013 New sales model.

 

Trend two, three-dimensional promotion activities in the brand area will increase

 

Many brands have completed the distribution of retail terminals in the regional market through direct sales, franchise or regional agency models. Based on the joint promotion between the sales terminals, more forms and more efforts will be launched. Who is away from the target consumer Recently, it is easier for anyone to occupy the mental model of consumers and increase the chances of consumer choice, such as TV, newspapers and other print media, network, square promotion, community promotion, model projects and other types of promotional activities will intensify.

 

Trend 3: Auctions will become a habitual form

 

For some high-end mahogany furniture , the investment field has gradually become normal. Recently, Beijing, Chengdu, Guangzhou and other places have successively held various auctions related to mahogany furniture, which has caused a wave of investment in mahogany. With the scarcity of precious wood such as Huanghuali and red sandalwood, Laos red rosewood has gradually become a sought-after in the industry. Many investors based on the current price advantage of red rosewood believe that red rosewood has great room for future growth. It is a redwood investment Collection of potential stocks.

 

Trend 4. The scale of furniture exhibitions in various regions expands

 

In order to promote regional brands, furniture industry bases such as Zhongshan in Guangdong, Xianyou in Fujian, Dongyang in Zhejiang are accelerating the construction of large exhibition halls or expo cities. Next year, large-scale furniture exhibitions at various industrial bases will increase and the number of participating brands will increase The specifications of the exhibition will be improved, and the regional exhibitions will also be greatly improved in scale and influence.

 

Trend V. Brand companies will improve R & D and design capabilities

 

Each brand is actively inquiring about the consumer segmentation that belongs to its own brand positioning to meet the diversification of consumer needs. The personalization and differentiation of products will inevitably require companies to improve their own R & D and design capabilities, in addition to their own R & D and design , The overall decoration renderings or furniture matching renderings in response to customer needs have also become value-added services provided by various businesses for consumers, so for professionals in furniture design or decoration, 2013 will be very optimistic The employment situation.

 

Trend VI. Furniture culture experience activities are closer to consumers

 

The positioning of different brands for different consumer groups will appear in the form of high-end clubs or community experience stores. Various forms of consumer interaction activities such as experience meetings, publicity meetings, and party activities will become new attempts for some brands. For brands that have sufficient confidence in the quality of their products, it is never wrong to do everything possible to get closer to consumers.

 

Trend VII. The research, production and sales integration trend of each production base is obvious

 

With the scale development of advantageous enterprises, those small production enterprises with weak brand strength or no OEM sales channels at all will be integrated. In addition to some brands with strong R & D teams, the industry is independent of the brands. Other professional design and R & D companies will also have enough market space. For example, some drying, carving and other links will be further gathered, and the division of labor in the industrial chain will become more and more obvious. Those who understand production but not marketing From EMKT.com.cn will Returning to the upstream of the industry, companies that understand marketing or brand operation will have more room for external OEM or procurement.

 

Trend 8: Chinese classical furniture returns to the original

 

The rise of China, cultural renaissance, and factors that represent traditional Chinese culture have also re-emerged. It is the return of mentality, the inheritance of culture, and elegant taste, especially in areas with strong cultural atmosphere, such as Shandong, Shanxi, Shaanxi, and Beijing. The preference for classical furniture is particularly obvious. Chinese people living abroad, such as Canada, Australia, and the United States, have also shown strong interest. I learned from several major industrial bases that the export to the above countries and the amount of personal targeted purchases are also very high. substantial improvement.

 

Trend 9. The scale of direct-operated chains shrinks

 

Due to the continuous increase in rents and labor costs of advantageous stores, the risks of large-scale direct-operated chain development are increasing. The risk of capital chain breakage and network management and control risks will slow down the direct-operated expansion model and the number of direct-operated stores will decrease. Those with poor management will be closed, and those that are okay may also be transferred to franchisees. The "light asset" operation model in the industry will be interpreted. For high-end furniture chain brands, the number of direct stores is generally inappropriate. More than 100.

 

Trend 10. Franchise model will be further standardized

 

Many furniture brands have adopted the franchise model, but most of the brand franchise models have only form and no substantial control, such as "hanging sheep's heads and selling dog meat", "darkness of warehouses", "crossing rivers and demolishing bridges", and "shifting contradictions". Occurred, the production enterprise does not have the ability to control the channel, and the franchised store will naturally have behaviors that are detrimental to the brand based on interests without monitoring. The communication between manufacturers is broken, and the communication between manufacturers and consumers is also broken. Therefore, manufacturers must It will gradually develop its own marketing capabilities, on the one hand, it can strengthen the support for franchisees, on the other hand, it can also strengthen the management and regulation of franchisees. (Editor: Peter)

 

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