The furniture brand stands out, causing the dealers’ surplus industry to complain

In order to fully understand the operation status of distributors in the domestic pan-home industry, in the fourth quarter of 2011 and the fourth quarter of 2012, Shenzhen Asia-Pacific Media Group used a lot of manpower and material resources to launch a large carpet of dealers in the domestic pan-home industry. survey. The survey found that whether it is a first- or second-tier city or a third- and fourth-tier cities (including county towns), furniture dealers are seriously over-represented, which has led to many industry chaos, seriously disrupting the normal development of the furniture industry.

Furniture brand leads to excess dealers

As we all know, in the past two decades, China's furniture industry has developed by leaps and bounds. In 2006, exports reached US$17.4 billion, accounting for one-fifth of the world's total furniture trade. It became the world's largest furniture exporter; at the end of 2010, Chinese furniture The total output value has exceeded one trillion yuan, ranking first in the world, second only to food, clothing and home appliances, becoming China's fourth largest consumer goods. Such a huge "industrial cake" in the Chinese furniture industry has tempted many "food eater". Ever since, we have seen large and small furniture dealers with a lot of furniture brands flooding the market, dazzling. The serious excess of furniture dealers directly led to a serious excess of furniture production capacity. Luo Yi, a veteran of the pan-home industry and chairman of the Asia-Pacific Media Group, said at the Asia-Pacific Economic Forum that the pan-home industry has a common problem. When encountering a certain industry or a product is profitable, everyone will flock to it. . This "Chinese characteristic" is particularly evident in the pan-home industry. In the furniture industry, 40 to 60 brands are saturated, but now there are hundreds of brands. Once enterprises face the test of survival, they will fight price wars, or find ways to reduce costs, thereby reducing product quality and falling into a strange circle of vicious competition. The phenomenon of such a brand in the furniture industry is tantamount to lifting a rock and licking its own feet. The final result of swallowing bitter fruit is the production company and the dealer itself.

More than one card "married" leads to excess dealers

People who visit furniture stores often find that the same brand of furniture will find the "total distribution" in multiple hypermarkets or specialty stores in the same area. Some distributors also represent several brands and have one at the same time. Or a few of their own branches directly lead to a partial "excess" of dealers operating the same brand. Manufacturers and distributors have their own opinions on why they are looking for multiple brand agents in the same area. At present, the stores have repeatedly increased rents, so that the cooperation between furniture manufacturers, furniture dealers and stores is in thin ice, and there is always the danger of falling into the ice. Therefore, forcing furniture manufacturers or furniture dealers to take the strategy of pedaling two boats or three rabbits. In a large home store in Shenzhen, a boss with more than 10 years of experience in furniture production told the author that the reason why I would find different dealers in several stores not far from the same location is actually completely helpless. Therefore, I am worried that one of the stores will suddenly "perverted" to increase rents, so that I have several others to do the retreat. In addition, many brands have a lot of branches for competition, and I have to do this. So we will see an interesting phenomenon. In a certain location, when you see a furniture store open, there will be several “getting together” soon. So you will see that all the furniture is sold everywhere.

Counterfeit brands lead to excess dealers

In the business field, the profit-seeking picture can be said to be the rule that runs through the beginning and end of the sale. This point will be more fully and comprehensively carried out by furniture dealers who operate counterfeit counterfeiters. When a brand of furniture or a certain type of furniture market is promising, there will be many "fans". The performance is as follows: 1. The dealers independently “branded”. It was found that some brands of furniture sold well, and a large number of unscrupulous dealers rushed to provide drawings, designated local factory processing, and then "cottage" products as genuine sales. Second, the dealers will be filled with "small". Since the same furniture will make the price difference twice or even higher due to the brand, many furniture dealers put the products with lower prices on the label of the brand furniture, and enter the hypermarket or chain store. Third, the dealers transplanted flowers. Many furniture dealers produce local brand-name furniture locally. Dealers think that although they are unethical, the products are “fake and not fake”, dealers admit that we don’t do this, and customers go to other people’s homes to order. Fourth, the dealer hangs the "sheep" head to sell dog meat. Now almost into any furniture store, Divani, Armani, Sophie Marceau, Hilton and other "foreign names" can be seen everywhere, true and false are difficult to distinguish, not only caused the proliferation of the "foreign brand" in the furniture market, but also caused There is a large surplus of these "foreign brand" dealers.

The surplus of furniture dealers has caused the furniture industry to “can’t afford to hurt”

For China's furniture industry, the chaos of the current circulation industry has become an indisputable fact. Among them, the furniture dealers are seriously over-represented and cause a series of problems that cannot be underestimated. It has caused the furniture industry to recover with heavy burdens. If this surplus is not effectively adjusted, the future of the furniture industry is really worrying.

First, the price war is inevitable. Imagine that, in terms of the furniture industry, it is already saturated with accommodating dozens of brands. Now hundreds of brands are everywhere, and once the company is facing the test of survival, there is still a way to defy the price war. Or it is to find ways to reduce costs, thereby reducing product quality, into a cycle of vicious competition. Production companies have waged price wars, and dealers have no way to find a discount.

Second, "grabbing" did not have to be done. In many furniture stores, because of the variety of similar products, often come to a customer, the business is vying for "grab", for example, after the customer comes out of a store, go to the store next door, the sales staff in the previous store or follow Peeping through the window, not only makes the customer very unhappy, but also makes the two businesses short and mutual destruction, and the result of the sale has not been made.

Third, counterfeit cards are endless. It is said that at the Milan Furniture Fair, there are many notices on the booths of foreign designers and design companies: the Chinese will not accept them. Because the Chinese are too plagiarized. I often hear from furniture manufacturers that the high cost of research and development has made them lose their advantage in cost performance, and the product development will be quickly cloned by various Li Gui furniture. In addition, there are no taboos for plagiarists to select raw materials, which has become a serious obstacle to the development of the furniture industry.

Solving the problem of surplus furniture dealers is an urgent task

In the past few years, due to the “fault” of furniture dealers, the furniture industry has brought a lot of influence. The outbreak of the "Da Vinci Incident" last year made high-end brand furniture dealers widely questioned by consumers; Hangzhou consumers spent 180,000 yuan on Luyang Hansen's high-end furniture bought from dealers using cardboard processing; recently, double Ye Furniture swindled Lai's furniture to the court and said that Lai's infringement of his design rights... This is a mess in the furniture industry. Originally, due to the regulation of the housing market, the consumption of furniture was seriously suppressed. Coupled with the rising labor costs and raw material prices, the development of the furniture industry has been difficult. If the dealers add chaos, this is undoubtedly worse for the furniture industry. Under such circumstances, it is imperative to solve the problem of surplus furniture dealers. On the one hand, the furniture industry dealers need to come to a big reshuffle, the survival of the fittest, the emergence of dealer oligarchy, improve service levels. On the other hand, the government must guide the furniture industry. If the current furniture industry wants to develop well, it is far from enough to solve the problems that arise in the development of the furniture industry. It is bound to require a series of "combination punches" such as government guidance, association regulation, and industry self-discipline. Furniture manufacturers and furniture dealers must also increase their own business level and stimulate production and sales with innovative measures. Only in this way can they bring tangible profits to themselves and promote the healthy development of the industry.