Home accessories are just the green leaves that accompany the furniture products? This idea is out of date. Dongguan home furnishing industry is trying to cope with the sluggish market environment through promotion. Yesterday, Dongguan Home Furnishings Purchase Festival closed. The reporter found that the design power is combined with the furniture and home furnishings industry, and the company embraces the economic “cold winter†and, to a certain extent, promotes the deep integration of the big home.
Measures to hold procurement to help companies "winter"
Before the opening of the Jane Eyre home market, the Dongguan furniture industry wanted to match accessories and often went to Guangzhou or Shenzhen to purchase. Until the end of 2009, Dongguan Jane's furniture market filled the gap in the Dongguan home furnishing industry without a large professional market.
In the past two years, the downturn in the furniture industry has transmitted pressure to the home accessories industry. "Know that this road is correct, but I don't know how far it is from spring." A home furnishing owner spoke out the voices of his peers.
The Dongguan Home Furnishings Purchasing Festival has been held for three consecutive sessions, and this year it has raised the procurement festival from one year to two.
“Under the sluggish market environment, organizing events can always produce a lot of pulling effect.†Luo Jiyu, executive director of Jane Eyre Home Co., Ltd., said that the purpose of this procurement festival is to promote the improvement of the furniture industry chain. Promote the integration of home businesses.
Although yesterday's procurement festival, many merchants have launched promotional activities including selling jewelry to send furniture, entering the store and other gifts, but some merchants said: "The effect of the procurement festival is not very obvious." Reporter in yesterday's Jane Eyre home The market saw that there were not many merchants on site.
According to the organizer, the company was invited to participate in the procurement festival yesterday, all of which are professional furniture manufacturers, furniture dealers and home designers. In fact, the main customers of home furnishing companies are indeed furniture factories, furniture dealers and furniture designers. The retail sales for ordinary citizens only account for less than 10% of the total sales in this market.
Shi Shengbing, the person in charge of Jiachen Village Culture Co., Ltd., admitted that only 10% of the products in the store are for ordinary consumers to purchase for their own use. About 20% will be sold to foreign customers before and after the famous furniture exhibition. Most of the products will eventually be sold to A domestic furniture factory.
Vision jewelry industry hopes to get out of the "shadow of furniture factory"
"Furniture is not selling well, jewelry is not selling well. Jewelry companies really want to get out of this 'shadow of furniture factory' as soon as possible." Luo Wei, head of Qiqi Home Decoration Co., Ltd. believes that the future home decoration industry should have its own Sales channels and models, but at this stage it is still difficult to get rid of the status quo of the furniture industry.
Fang Hui, secretary-general of the Dongguan Famous Furniture Club, believes that jewelry is no longer a foil or a green leaf of furniture, but a unique industry. Fang Hui also admitted that although the sales volume of jewelry has been increasing in recent years, the current market needs further training, so the jewelry industry is currently less attractive to ordinary consumers. At present, the home furnishing industry is relatively unfamiliar with the consumption concept of ordinary citizens and the art of matching home furnishing. It is not realistic for the home furnishing industry to attract a large number of ordinary citizens to spend in the short term.
Fang Hui believes that the jewelry industry and the furniture industry still need further integration. In the storefront of furniture, adding jewelry will not only increase the cost, but also drive single-store sales and people flow, which will be more attractive to consumers.
Insiders also revealed that some companies will bring a lot of jewelry when they sell their furniture. After installing the furniture in the customer's home, they will match the jewelry to the customer. If the customer likes it, they will also buy the jewelry. Through this sales method, some customers buy jewelry even more than the furniture itself.
In this regard, the Dongguan home decoration industry is taking countermeasures. In Houjie, training events are held regularly every month. In addition to the practitioners in the furniture industry, the participants include ordinary citizens and students in the indoor soft-clothing profession. These training processes have also enabled more people to have a deeper understanding of the art of home accessories.
Luo Wei of Qiqi Home believes that the awareness of the consumption of home decorations for ordinary citizens will definitely wake up, but this may take 5 to 10 years of market training.
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