According to authoritative data, in 2010, the Chinese furniture industry maintained a growth rate of 25%. However, from the market feedback point of view, many home enterprises, especially solid wood home enterprises, had little profit in 2010 and even suffered large losses. How is this result produced? What happened to solid wood furniture?
Development is in four major predicaments
The facts show that the Chinese furniture industry has shifted from quantitative growth to qualitative change. In an increasingly mature market environment, the number of stores opened and the number of dealers are rising is not the criterion for judging whether a brand is successful or profitable. It is a pity that many solid wood furniture operators have not recognized this situation, which has caused the problems in the domestic solid wood furniture industry to become more and more serious. Specifically, solid wood furniture faces the following four major difficulties.
First, solid wood enterprises are flooding. In the development of more than 10 years, China's solid wood furniture has attracted many companies to share food with huge market demand and extremely low industry threshold. The hot market has contributed to the expansion and flooding of Chinese solid wood furniture in the short term. Many small and medium-sized enterprises that make plate and soft furniture have abandoned their original products and transformed into solid wood furniture. At the same time, many large enterprises are also eager to adopt a diversified development strategy to integrate solid wood into the production category and further broaden the product line, making the management of enterprises more and more difficult. This kind of impulsive behavior has added a lot of new "solid wood brands" to the major shopping malls in the first line. The solid wood furniture market has become more scattered, and the regional competition has become increasingly fierce. The original chaotic furniture industry pattern It seems even more confusing.
Second, homogenization competition cannot be changed. At present, many furniture companies lack clear market positioning and strategic direction, thus blindly imitating and copying the wind, making "homogeneous competition" become the inflexible weakness of solid wood furniture. The homogenization of solid wood furniture is not only reflected in the process, technology, design, packaging, but also in the terminal display, shopping guide, promotion and many other aspects. The consequence is that the market and consumers are faintly impressed by the products produced by the company, and the sales of the products are not brought up, and problems such as inventory, logistics and management appear.
Third, the shortage of raw materials has caused the cost to soar. According to the survey, the amount of precious wood used in China's solid wood furniture market far exceeds the total amount of trees in China. In order to protect forest resources, China's forestry departments have increasingly stricted the review of felling. Taking Heilongjiang as an example, the amount of trees harvested in 2011 was reduced from 4.4 million cubic meters to 900,000 cubic meters. At the same time, the channels for the import of logs from China have also been hindered by the increased restrictions of major timber producing countries. At present, China's log supply is very tight, raw material prices have skyrocketed, and solid wood furniture has reached the realm of "the clever woman is difficult to be without rice." Fourth, the market is chaotic and has become the target of the public. With the rapid growth of solid wood furniture enterprises, the number of primary brands has soared, and the number of solid wood furniture has far exceeded its expected consumption capacity. In order to increase sales, all businesses want to do their best to speculate on the topic of "solid wood", and they do not hesitate to seize the market with price wars, promotion wars, and even "site damage tests". In addition, with the soaring prices of solid wood raw materials and the introduction of new standards for solid wood furniture, solid wood home enterprises have to risk the penalty of violations, and hit the “blanking ballâ€, which has created a bad impression in the hearts of consumers.
Two ways to survive
From the development trend of China's solid wood furniture, high-end and quality will inevitably become the last chance for survival. In other words, solid wood home enterprises face two major outlets.
First, lock the "new Chinese style" style. From the furniture exhibition in March 2011, solid wood furniture accounted for about 1/3 of the entire exhibition, and many merchants invariably hit the "Chinese style", modern minimalist style solid wood furniture became the mainstream, accounting for the entire solid wood exhibits About 8 percent. In terms of style, the new Chinese style combines Chinese and Western culture. Take the “New Vision†series of Yundian as an example. Although the furniture “shape†is European, the “God†is Chinese, and Chinese elements such as window flowers, jellyfish, auspicious clouds and butterflies can be seen everywhere, emitting a strong oriental The beauty of culture. In addition, the Chinese series such as “Han Culture†and “Tang Culture†that have appeared in the market recently have this feature.
Second, seek to "straight-line" survival. The shortage of solid wood raw materials will make solid wood furniture have to shrink the front line, from a wide range, large areas to a "small road" development mode: on the one hand, the number of solid wood home enterprises is reduced, the scale shrinks; on the other hand, the price of solid wood is further improved The collection is strengthened and becomes a part of luxury consumption. In particular, mahogany furniture will strengthen the positioning of its high-end art and will enter the stage of branding. Some of the brand's low-profile mahogany furniture will be eliminated by the market.
The earliest furniture is made of solid wood. The love of solid wood furniture is an important inner appeal of consumers. Therefore, the market demand for solid wood furniture in China will exist for a long time. However, the damage caused by various market defects and the increasing shortage of solid wood resources make the solid wood enterprises have to face choices, and smart merchants need to make rational and keen judgments.
pull out sofa bed,Sofa Beds,single sofa bed,double sofa bed
Guangzhou LoPhiDa Co.Ltd , https://www.gzwidinlsa.com