The turning point in the furniture industry has reached the popularity of individual brands



Asia Pacific Home Network In 2011, Asia Pacific Media dispatched about 100 people and lasted for one month to conduct a carpet-style survey of Southwest furniture dealers. Survey data shows that 16.5% of dealers want to change brands. This data, at first glance, is quite unexpected, and it is reasonable to think carefully. Through a month of market interview research, we have a clearer understanding of the current situation and future trends of the Chengdu furniture industry.

The furniture industry turning point has arrived

The survey data clearly tells us that Chengdu Furniture is now welcoming a turning point in development after 20 years of stride.

This turning point is first and foremost consistent with the macroeconomic situation. From the perspective of macroeconomic trends, the global economy is entering an adjustment period, and many countries have entered a trough. China's economy is also facing major adjustments. Whether it is real estate regulation or control, or tightening monetary policy and adjusting industrial structure, the state has introduced a series of policies. A large part of these policies are very unfavorable for furniture manufacturers that are less skilled and less dependent on cheap labor. At the same time, the shrinking consumption caused by the rising prices of basic living materials has made the furniture market downturn more obvious.

Secondly, the inflection point is psychological, how to go in the future, is to enter and retreat, how to enter and defend, how to go is right, Chengdu furniture companies and dealers have no bottom, because of the past successful experience in recent years No longer awkward.

Moreover, this inflection point is also consistent with the development track of the industry. The development of the furniture industry to this day has gone from a huge explosion to a qualitative change, and it is time for the industry to adjust.

In this context, the confidence and judgment of enterprises and businesses are being tested, blindly optimistic or too pessimistic, are not desirable. We should have both confidence and preparation for a protracted war. At the same time, we must have the courage and operational ability to dare to innovate and create miracles.

Personalized brand is favored

When the market is in a downturn and the industry is frustrated, terminal dealers are the first and most affected groups. The first reaction of dealers to the decline in product sales is whether the brand they operate is not a problem. This kind of reaction, we can't say that it is completely irrational. Because in the unfavorable circumstances of the big environment, only those brands that are particularly prominent in personality, particularly precise in positioning, and particularly eye-catching in the homogenized market, can get rid of the fate of loss and achieve a rise in the market.

The reason why the merchant did not change the brand, on the one hand, was because a new brand could not be found at the moment, and on the other hand, it was the bottom of the market whether the new brand could successfully develop the market. Some merchants said that the brand and products of the agent have accumulated a certain number of old customers. By improving the service and adjusting the operation mode, they may still have a little profit. If you change the brand, let the consumer accept how long it takes? How to determine the competitiveness of the new brand? How much support can the company give to the new brand? These all make the dealers worry. In terms of objectiveness, there are very few brands that are particularly tempting and confident.

Not only do dealers want to change brands, but companies also want to change brands. It is understood that in recent years, Southern Furniture has launched a new brand "Liansheng Imagination", and the Prince of Hong Kong has also launched a brand new "Ji Wei Home", all of which hope to get rid of the original image of the original brand in the minds of consumers. The higher end of the market has gained. However, when a company launches a new brand, does the dealer have a corresponding loyalty to the new brand? This is a question that companies need to think about. In fact, when dealers choose brands, they are no longer like the previous years. Which brand gives a good policy to which brand, but more emphasis on the brand's personality, added value and influence. Therefore, companies should be good at guiding and shaping strong dealers when launching new brands.

Sprint preparation is required during the adjustment period

No matter how bad the current market is, one thing is certain: China's furniture industry is still in the middle of development. In the next few decades, there will still be huge business opportunities for businesses to explore. Judging from the law of macroeconomic development, after the trough, it will inevitably usher in a new peak. Therefore, experts predict that by the spring of 2013, China's furniture industry will cross the "winter" and usher in another period of rapid growth. Therefore, during the adjustment period, companies and businesses must be prepared for future sprints.

On the one hand, enterprises and businesses should take the market downturn as an adjustment period, awake their own minds, adjust their development ideas, determine a more appropriate development pace, refine product and service, and personalize and upgrade production and management. In order to rebound strongly when the opportunity comes. Therefore, enterprises and businesses should take the current situation as a new starting point.

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