The furniture industry has reached super competition

With the rapid development of the furniture industry in recent years, the competition in China's domestic furniture market has entered a state of super competition. Therefore, we must fully realize that our past success, our effective strategies and means, in this new marketing state, may not be able to work, there should be a sober and rational, Xiaobian analysis of the competition in the furniture industry The following major aspects are used by the furniture industry to make more decisions when making decisions:

Homogenization

In fact, in addition to furniture, regardless of the industry, there is now a common trend: homogenization is becoming more and more obvious, the degree of product differentiation and the time of differentiation are more and more limited: different furniture factories have the same style, the same style, the same Color, some manufacturers even image packaging is like twins; before you develop a new product, or have a new technology, the company's new products can operate for several years in the market, now you have a new product, as long as this product is sold, In a few short months, the competitors immediately followed, and then followed by round and round price wars; we can think of a number of brand factories like this, and the era of “cottage furniture” has become more and more fierce.

Increased overall costs and increased risks

Due to the intensive terminal, the concentration of channels, the concentration of brands, and the price increase of various elements of marketing, the operating expenses of our enterprises have increased, the material fees have increased, the advertising fees have increased, the access fees have increased, the labor costs have increased, and the logistics fees have increased. The store rents have risen and all of these operating expenses have risen. The threshold is getting higher and higher. The break-even point of our operating regional market, the key value is getting higher and higher, and the risk is getting bigger and bigger. But what is depressing is that the risk is high and the income is not necessarily high. After many furniture companies and specialty stores find that the market has been hit, it looks very lively. When the account is settled at the end of the year, there is no money to earn.

Furniture property expansion

In the past year or two, we have often heard from peers that Red Star Macalline wants to develop the market in XX; the home is actually in XX city; JSWB is going to open a business meeting in XX city; Ouyada is in XX place The land has been approved; Jimei has started construction in XX city; XX city local brand XX shopping malls began to attract investment...etc. This kind of smoke-free war is the most sad and horrible for furniture dealers: At a time when the sales growth of specialty stores is slow, the market is once again being competing, and the newly opened brand shopping malls are still not entering?

According to incomplete statistics, since 2003, housing prices have risen too fast, and the national voice for high housing prices has risen more than one wave. The government has strictly controlled housing prices in macro control. In December 2009, the central government successively released the regulation of the real estate market. signal. The State Council executive meeting clearly stated that “the momentum of housing prices in some cities will be curbed too fast.” The growth rate of real estate in the country slowed to around 9% in the first half of this year. The national GDP growth rate was basically the same as the government’s macro control this year. The average sales of furniture terminals decreased by an average of 20% to 30%; the comprehensive growth of China's furniture consumption in 2009-about now is around 12%, while the furniture shopping malls have sprung up in the past two years, and the expansion rate of national famous brand furniture stores is 30%. ~40%! (The expansion speed of some famous domestic shopping malls is far greater than this figure) and the rent of furniture shopping malls has increased by 10% to 15%. The contrast of these figures is far greater than the growth rate of real estate and national economy GDP and the sales growth rate of furniture stores.

Unclear goal

The competitive advantage of any business is dynamic and temporary. The competitive relationship between us and our competitors nowadays, I think is a close-up game of high intensity and high confrontation, and it will be defeated by competitors with a little carelessness. You have to fight every day, slap on the ice, and stare at the market before you can survive.

Whether it is the furniture business owner or the marketing manager, I have sent such information to me, saying that even dreaming is thinking, how should this move go? In the past, many bosses told me that when they do business, they are all people walking, snakes and snakes, and each way. Can you do it now? How do you go completely to stare at the competitors and see how he walks, the distance between the games is getting closer and closer. To make a decision, consult a lot of peers and seniors; whether you are opening a ramen noodle restaurant or a fashion store, whether you are opening a big business or a small door, there is such a problem.

Export enterprises

In recent years, especially since the anti-dumping of furniture, coupled with the financial crisis of the previous two years, the impact of the export of furniture companies is very obvious. These manufacturers quickly realized that they could not rely solely on export sales. They had to walk on two legs, export and domestic sales. In the past two years, they began to do the domestic furniture market, so they started product development, image packaging, marketing planning, participation in exhibitions, marketing, etc. In the furniture market in China, a lot of brands suddenly appeared, which led to many years of domestic marketers, dealers and so on for the concept of many new furniture brands, and of course the domestic furniture market share was also divided.

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