Increased brand concentration
The expansion of the brand home store has reached its peak in recent years. In the past, with the expansion of the store, local furniture companies have gradually followed the store to the whole country, and national big brands have gradually formed, and with the expansion of the store’s quality partners over the years. Furniture brands with regional characteristics have also begun to be known to the Chinese.
Quality home stores bring famous brands to the country. Along with the expansion of the furniture brand, the corresponding brand concentration is getting higher and higher.
The industry believes that after a few years of competition, the furniture industry has formed an obvious first legion and the second legion. "5% of national enterprises are leading, 30%-40% are running, some will fight hard into the first legion, the remaining 30%-40% is more painful, and the rest has been retired. With the intensified competition in the industry, the process of brand concentration will become more apparent.
Appearance patents are more valued
The development of Chinese furniture is in the words of the industry. In the early days, it was a process of “learning and learningâ€. “In the past, brand companies also copiedâ€, where is the protection of the appearance of patent rights. However, in the past two or three years, when the exhibition was held, there was a phenomenon of “kicking the pavilion†caused by patent disputes. The old famous enterprises took another famous enterprise to the court and other incidents occurred, and there was even “national anti-counterfeitingâ€. According to industry insiders, the incident of appealing to the store for patent disputes has often occurred in the past two years.
The industry has attributed this phenomenon to the development of the brand and increased competition. "In the past, the competition was not so intense. Everyone did their own work. Even if there was plagiarism, there was no direct influence. Basically, there was nothing to worry about." Gao Fei, executive director of Shuangye Furniture Group, believes that with the insistence on original and self-developed corporate brand awareness Strengthening, the market share is gradually expanding, and inevitably, it has positive contact with the infringing enterprises, "it will be directly hurt." The president of a furniture company in Beijing believes that the plagiarism of some brand enterprises with research and development capabilities cannot be tolerated. "This is very unfavorable for the development of the entire industry."
Personalized brand rises in due course
The diversification and individualized demands of the consumer market have brought tremendous changes to the furniture industry. In addition to some mass-marketing brands, various styles of furniture in the market began to be subdivided, and the segmentation field also produced well-known brands. At the same time, it also led to the rise of some personalized niche brands, such as focusing on the new Chinese style. Rong Lin Shijia and Fu Yi Home, which specializes in European and American furniture, are deeply admired.
The staff who have been engaged in the investment promotion and management of the store for a long time have deep feelings: With the subdivision of the decoration style and the individualization of the demand, the style of the furniture industry has become more and more prominent. The small-sized apartment (small-sized decoration renderings) may require fresh, simple and practical, and the large-sized apartment requires comfortable and beautiful appearance. Mediterranean, romantic pastoral, Korean, European and American... The more individualized needs, the more and more styles are subdivided.
In the style subdivision, some of the more subdivided niche brands are “not very big, the output is not high, the personalization is particularly obvious, the store area is not very demanding, but there are fixed customers to buy, and live very moist†. Zhu Changling also believes that with the diversification and personalization of the consumer market, this change in the furniture industry is inevitable, "all kinds of emerging models will appear."
Consumption hotspots gradually shift
A few years ago, panel furniture was a well-deserved sales force. However, with the increasing awareness of consumers' environmental protection and the pursuit of the “natural†system, solid wood furniture is more popular in the mid-to-high-end market.
At present, the mainstream of middle and high-end market consumption is solid wood furniture, followed by panel furniture. European and American furniture is limited by the housing area. However, the single value is relatively high, and mahogany furniture is also a hot spot in consumption in recent years. In the past, panel furniture dominated the world, but at present, Europe, the United States, solid wood, and niche brands have emerged, showing a diversified state of consumption.
Under the influence of this, the old-fashioned panel furniture such as Italian style and strength has also been launched in the solid wood series. According to industry analysts, this is not only related to consumers' consumption habits, but also to the dilution of plate furniture profits and the higher profit margin of other categories of furniture.
Independent store or trend
All along, except for a few furniture brands such as Qumei, which have been independent of the store, most furniture brands still set up stores in the store. However, since 2011, there have been some furniture independent stores in the Beijing market. Show a more comprehensive product range in a large area.
Independent stores can better display corporate products, design and culture, and have more vitality and prospects, which is the future development trend. In the future, the development of the store to the home plaza, the development of furniture to independent stores, specialty stores is an irreversible trend.
Although it is not clear whether the independent store will be the future development trend, the industry believes that: "Independent stores are the product of the industry's development to a stage." Said that with the strengthening of the company's strength, product quality, in order to improve brand influence, It will be opened independently of the store. “This is a process of brand growth.†This form of independent store is good for brand quality, reputation, and brand marketing. It is foreseeable that with the continuous improvement of brand awareness and the enhancement of strength, there will be brands to build independent stores outside the store in the future, not only to display products more systematically, but also to get rid of a certain degree of restraint.
E-commerce has been a pioneer
The e-commerce conference is a development trend in the future is the consensus of the industry, but when to do and how to do it is still a big problem that plagues the industry. Many companies are still at the stage of exploration: the services, distribution, and conflicts with dealers brought by e-commerce are still being studied and demonstrated. Transparency, standardization and distribution of profit distribution are all issues that should be considered. Zhao Ruihai, who has been exploring for a while, is rethinking that e-commerce is more about breaking through the bottleneck of thinking and providing the products needed from the perspective of users. If e-commerce is separated from traditional channels and made into a completely independent model, the market does not currently have such conditions. How the furniture industry participates in the e-commerce puzzle is still a major issue in the future.
Market competition is fierce
The big environment is the financial crisis in Europe and the United States, and the domestic economic growth slows down. The small environment is that the government has begun to regulate the real estate market. The trading volume of the property market has dropped compared with the previous ones. Under the impact of various factors, “a lot of earning The furniture company of Qian" was shocked that "this kind of day is not always there."
As the export situation weakened, many furniture manufacturers that only focused on the European and American markets began to turn their attention to the domestic market. Due to the training of foreign markets, although these domestic furniture companies have poor domestic marketing and brand awareness, they have high production capacity and high requirements for quality and environmental protection. “The service is very distinctive and the design sense is also goodâ€. After such opponents turned to the domestic market in large quantities, although the market was enriched, the domestic market was under pressure. The original “seeking development†evolved into “survivalâ€, and the competition in the furniture industry can be imagined.
At the same time, the entry of a large number of outsiders and capital has brought the furniture industry to a new competitive landscape. In Zhao Ruihai's view, most of the first batch of entrepreneurs in the Beijing furniture circle were people who did not want to enter the system at the beginning, "relatively love free days." In the previous development, on the one hand, the days were okay, and on the other hand, because of the character, the circle was relatively "harmonious." However, with the participation of people from other industries in the furniture industry and the intensified market competition, the original “closed small world†has become a “relatively open stateâ€, and various ways of promoting sales such as promotion and alliances have arisen, making market competition appear. An unprecedented state.
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