Since 2010, a series of property market regulation policies have come one after another, which has made the furniture industry of the downstream industry ushered in a new pattern while suffering. The panel furniture changed its position as the dominant player in the rivers and lakes and was gradually replaced by European and American classical furniture. According to statistics, in 2012 alone, the total sales of panel furniture in Beijing fell by 30% to 40%; on the contrary, European and American classical furniture increased by more than 20%.
The market has reshuffled. Among them, the top 100, Italian style and other enterprises that originally dominated the panel furniture have already transformed into solid wood furniture. A group of Jiangsu and Zhejiang enterprises that only used to export furniture have turned to the domestic market, and even the home of the household circulation industry has recently announced that at the end of September. ~ In early October, the "European and American Family Years" project will be completed, providing a satisfactory terminal experience service for those who love European and American style furniture.
At the scene, the big salesman was busy with a big one.
At the beginning of September, the temperature in Beijing still remained above 35°. The soft furniture and panel furniture area of ​​Lize Shop was very quiet, and some sales staff were struggling to sleep; four-layer solid wood and European furniture area The situation is the opposite.
Not only does the customer come here, but it is even more exaggerated that individual European furniture brands have sold two or three orders in just half a day.
Analysis: European and American furniture has a large future development space
"Sorry, I am slowing down, just busy signing a contract with the customer, please take a look." After the reporter turned around for two minutes in a European-style furniture store on the north side of the fourth-floor escalator, the salesman hurried forward to apologize, while busy cleaning up the pen and paper on the table, and hurriedly drank two big saliva, and then continued. : "I am really embarrassed. I signed two big orders for a long time. I talked in the morning and didn't even have time to drink. The throat hurts!"
As for the amount of the big order in her mouth, the salesman whispered to reporters that one is 56,000 yuan and the other is 70,000 yuan. Coincidentally, there are two middle-aged people who are choosing furniture in the St. Petersburg American furniture store not far from the store. One of the 50-year-old ladies booked a leather sofa, a coffee table and a piece of coffee. The oak double bed is worth at least $80,000.
Doubt to eliminate competition is equal to killing benefits?
In fact, for the consumer, the competition in the seller's market is not a good thing, it is conducive to lower product prices. Is it possible to reduce the possibility of cheaper consumers by actually reducing the brand of panel furniture?
In this regard, Mei Xuhang, the director of the operation management department of the actual family, said that the current competition in the furniture industry has evolved into vicious competition, and the profit margin of enterprises has been reduced, and even reasonable profits are not guaranteed. Let it develop, merchants only pay attention to the price war, will not work hard on product design, after-sales service or even product quality, and finally sacrifice not only the rights of consumers, but also the healthy development of the industry.
In the interview, many merchants also said that the sales of panel furniture declined, and the costs of rent, manpower and logistics continued to rise. The survival pressure was very high, and some merchants even reduced the number of in-store service personnel.
"We are not trying to eliminate competition, but to control vicious competition, so that consumers can get more convenience." Mei Xuhang said.
European furniture is too similar, aesthetic is easy to fatigue?
Due to the strict standards of Europe and the United States, the furniture exported to domestic sales is better in quality. But after all, this kind of furniture is an imitation of foreign classical furniture, lacking innovative and unique design. Therefore, bringing all the European and American classical furniture together will inevitably lead to aesthetic fatigue and no choice.
In this regard, Mei Xuhang explained that although the overall business area, "European and American family years" is much larger than the previous European furniture area, but this does not mean that the number of brands will increase. “European and American Family Years†focuses on expanding the single store area of ​​each strength brand, so that it has a more overall sense of space in the display of products and enhances the consumer experience.
"The products that have been stationed in the 'European and American Family Year' project each have their own characteristics. In the previous inspection, we also detailed their original market performance and factory, and selected them according to the actual situation, paying attention to their product specificity. , to avoid repetition." Mei Xuhang said.
Investigate foreign markets to tighten exports to domestic sales
In fact, the above-mentioned European and American style furniture are produced in Jiangsu, Zhejiang and Guangdong, not imported furniture. Most of these manufacturers also do export business, but the proportion of exports is falling sharply compared with previous years.
According to Mei Xuhang, in addition to the brands that are stationed in domestic chain stores, there are still a number of factories in Jiangsu and Zhejiang that only do export sales without domestic sales. After all, compared with the huge pressures of domestic sales costs and operations, exporting is obviously more comfortable and profits are more rich. Therefore, these factories were not willing to do domestic sales at the moment.
Since the outbreak of the European economic crisis in 2008, the overseas market has been tight, and some export companies have begun to switch to domestic sales, but the number is small. Until this year, due to the strengthening of anti-dumping suppression by China and the United States and the comprehensive downward trend of the global economy, the number of furniture exports in China began to decline sharply.
Mei Xuhang said that what makes him feel the most obvious is that many Jiangsu and Zhejiang factories have taken the initiative to find the home of the family through the Zhejiang Furniture Association this year. In the past, such a group came to them and asked for national cooperation has never happened.
“In July, more than 10 brands made a special trip to Beijing. More than 20 brands came to visit this month, and most of the companies in this area have never been contacted before.†Mei Xuhang said.
It is reported that the above-mentioned export enterprises are not only affected by the tightening of overseas markets, but the growth of demand for European and American style furniture is the main driving force. Take Yinghuazhuang as an example. In 2009, the first store opened in Shilihe. In just 4 years, there are more than 70 stores in the country. The same is the home of European and American style furniture, and it is only in the home. One month in the North Fourth Ring store, the sales reached 6 million yuan. This achievement, many panel furniture can not reach a year.
Plate furniture sales decline companies have hit the European and American brands
The sudden emergence of European and American classical furniture has shaken the status of “sales crown†of panel furniture. According to industry insiders, although the sales of panel furniture are still large, the total sales in the first- and second-tier cities have dropped sharply compared with previous years.
According to statistics, in terms of Beijing alone, in 2012, compared with 2011, the total sales of panel furniture fell by 30% to 40%. According to industry sources, not only ordinary brands, but also many big brands have been affected. In order to find another way, Yifeng and Baiqiang have begun to produce or operate solid wood furniture, European and American homes, etc., and carry out strategic transformation, but brands that cannot transform can only passively join the more fierce competition.
“We often say that the equivalent of porters who are now making board furniture can only make a hard earner. Because compared with European and American style furniture, panel furniture has less requirements on the production process, and the entry threshold is also lower, thus making the field More and more brands, less and less profit, many companies even lost their ability to resist risks. In comparison, European and American furniture brands have stronger resistance." National Federation of Industry and Commerce Furniture and Decoration Industry Association Beijing Furniture Brand Alliance Secretary-General Yin Super express.
Cut plate furniture brand to expand the area of ​​European and American furniture area
It is reported that the establishment of the "European and American family" in this home is inextricably linked with the above situation. According to Mei Xuhang, taking Lize shop as a pilot, for the completion of the "European and American family years", the home will actually cut some of the panel furniture brands, only retain a few strong brands with high recognition from the common people, and ease the tension of competition. At the same time, the expansion of European and American classical furniture stores will make them more experiential, and the four floors will be made into European and American furniture areas.
Ren Cheng, vice president of Real Estate, said that in order to promote the promotion of the project, the home of the company provides a strong storefront for brands that participate in the creation of “European and American Home†(such as North Fourth Ring Store, Jinyuan Store, Taiyuan Spring Store). The manufacturer provides the location for setting up the window storefront. At the same time, the merchant can also enjoy the preferential policy during the three-year contract period: store more than 800 square meters, enjoy 50% discount on rent; enjoy more than 500 square meters of storefront, enjoy a 25% discount; store more than 300 square meters, enjoy 15% discount The rent policy remains unchanged for 3 years.
It is reported that the "European and American family" will first open in Beijing Lize store in November this year, with a business area of ​​more than 20,000 square meters; the second store will be located in Shilihe, with a planned business area of ​​40,000 square meters, planned for 2014 Opening. At the same time, the home will be in Tianjin, Harbin, Daqing, Shenyang, Qingdao, Weifang, Hohhot, Erdos, Taiyuan, Shijiazhuang, Xining, Lanzhou, Zhengzhou, Luoyang, Hankou, Wuchang, Changsha, Hefei, Chongqing, Chengdu, Guiyang, Kunming, Fuzhou, Quanzhou, Wuxi, Yangjiang, Yinchuan and other more than 20 national home chain stores at the same time to create "European and American family years."
analysis
European and American furniture
Large space for future development
For the actual home, the industry is optimistic. Yin Chao said that there is still a lot of room for development in the future of European and American furniture. Even in 2012, the worst performance of the industry, due to the impact of the property market regulation policy on high-end real estate, the sales of solid wood, imported, European and American furniture are doing well. .
Yin Chao believes that although the quality of export-to-domestic furniture is excellent, but lack of brand recognition, the home of the family can give them an excellent opportunity to rapidly develop the brand and contribute to the overall healthy development of the industry.
The reason why the home of the family is optimistic about these companies is mainly the confidence in their comprehensive quality. These enterprises are relatively mature, coupled with the brand appeal of the actual home, will inevitably achieve a win-win situation, while eliminating the hardships of consumers to go shopping and screen furniture.
Zhu Changling, chairman of the China Furniture Association, said that furniture sales in the entire field is relatively good. In the first half of this year, exports reached 25 billion yuan, a year-on-year increase of 12%. Among them, the sales of classical furniture in Europe and America ranked second, and the plan to launch the “European and American Family†plan was actually in line with the market trend.
Custom Makeup Bag,Nylon Makeup Bag,Cosmetic Bag Gold Zipper,Pencil Bags Storage
Shenzhen Xinmingcai Clothing Co,.Ltd , https://www.xmcsz.com