The rapid development of the Chinese furniture industry for more than 20 years ended after the 2008 global financial crisis. As export companies turn to the domestic furniture market and the influx of high-tech talent and capital, the industry has entered a painful reshuffle stage. At the same time, with the stable quality, excellent design and high environmental performance, the brand team of the furniture industry has already formed.
On the situation
Industry growth slows down
In the words of the industry, the days before 2009 are the time to “make a lot of moneyâ€. Zhao Ruihai, chairman of Qumei Furniture Group, said that in the past 20 years, the furniture market was experiencing explosive growth, “consistent with China’s economic development cycle.†But after the global financial crisis, the industry environment has changed, and companies generally started in 2010. I feel that my life is not good.
According to Zhu Changling, chairman of the China Furniture Association, China’s furniture exports fell by 6% for the first time in 2009. “This has a great impact on the industry.†In Zhu Changling’s view, after four years, “the industry has experienced rapid growth and steady growth. The process." "Affected by the international financial crisis, the economic situation in Europe and the United States is not good, the export volume is far less than before; the domestic demand is not driven much; and China's infrastructure investment is already in place, and even some areas have overcapacity." Zhu Changling said that from these factors, the furniture industry will inevitably move toward steady growth.
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.
Multi-rational rationality of the consumption environment
Corresponding to the big environment, the consumers facing the furniture industry are also growing. In addition to increasing attention to hard indicators such as environmental protection and quality, consumer spending power and individual requirements for design and products are increasing. “Consumers have broadened their horizons and their recognition of design is getting higher and higher.†Wang Ningning, deputy manager of the operation and management department of the Real Home, said that today's decoration has its own style preferences, and then choose the corresponding products in addition to the style. The diversity of styles has also led to the diversification of consumption, "Korean, American, rural, Mediterranean, Chinese, and consumers of all categories."
After a wave of promotional bombings, consumers are becoming more rational. Yin Yuxin, general manager of Beijing Yiwang Home Plaza, believes that today's consumers have formed their own consumption habits, either by the market or by the quality of the products.
The direct changes of consumers have also prompted furniture companies to work hard on quality and environmental protection, and strive to form a unique style in design.
Talking about change
The furniture industry is also undergoing an upgrade and transformation in the economic, industrial and consumer environment. Summarizing the views of the industry, we have sorted out the following changes in the furniture industry over the past seven years.
Quality and environmental protection into corporate life
Among the several industry insiders interviewed by reporters, they generally said that the continuous improvement of the standards of the furniture industry and the gradual improvement of product quality, especially environmental protection performance, is a significant change.
The introduction of industry standards directly promoted the market's norms: some supplemented the industry's lack of standards, such as "software furniture harmful substances limit" will limit the harmful substances content of soft furniture; some have made more realistic improvements to the situation changes, For example, the "General Technical Conditions for Mahogany Furniture" puts forward the requirement for furniture to wear "ID card" for the sale of furniture in the industry. Some standards require stricter than the developed countries, such as last year's implementation. The safety requirements of the General Technical Conditions for Children's Furniture have made some foreign companies feel strict.
In addition, consumer demand is getting higher and higher, and attention to environmental performance has reached an unprecedented level. Under the pressure, Zhu Changling believes: "Standards and environmental protection have been valued by the majority of enterprises, and have been greatly improved in quality and environmental performance." The most intuitive feeling is that when buying furniture, major brands of furniture companies The basic configuration is "E1" and "E0" grade plates.
Another important reason why another company has to improve its environmental performance and quality level lies in the fierce market competition environment. The survival rule of “not advancing or even dying†makes entrepreneurs dare not slack off.
However, Zhu Changling believes that compared with the foreign furniture industry, there are still many unsatisfactory places in China's furniture products. There is a big gap in the industrialization process and there is still much room for improvement.
Service standardization deepens
Another major manifestation of market competition is that it directly promotes the improvement of industry service levels. Since the market situation has turned cold, consumers have generally felt that the service level of the furniture industry has improved. "Service level is not only reflected in the professional and norm of the salesperson's knowledge, but also in the meticulousness of the measurement room, but also in the timely delivery, as well as the improvement of the quality of the installation team and the gentle attitude." Wen Shiquan, chairman of Yifeng Furniture, said The Italian style furniture that has been practiced for three or four years can be regarded as a model of service in the industry.
This service specification not only comes from fierce market competition and consumer dissatisfaction, but also the standardized management of the store. In recent years, the stores such as the Real Home, Red Star Macalline and other stores have made a series of promotion and regulation in terms of services, and successively launched “first paymentâ€, “three guarantees extended to three years†and “installation delivery zero delayâ€. Services such as "free testing" have spurred and promoted the service level of the furniture industry to a certain extent. “The store has brought advanced management concepts and standardized management to the furniture industry. The first payment and other policies have promoted the improvement of the service level of the furniture industry.†In Zhu Changling’s view, the store not only provides a good display place for furniture, but also the furniture industry. The face has become updated.
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 by the people of the country. The most representative is the rise of “Jingpai furnitureâ€.
“Quality home stores bring famous brands to the whole country.†Zhu Changling said. Along with the expansion of the furniture brand, the corresponding brand concentration is getting higher and higher.
Zhao Ruihai believes that after the competition in previous years, the furniture industry has formed an obvious first legion and 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. The industry also believes that as the industry competition intensifies, 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. Rongrong Shijia was “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." Qi Lin, president of Beijing Ronglin Shijia Furniture Co., 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."
Wang Ningning attributed part of the reason to the increasing demand for design and personalization in recent years. “Consumers are demanding individuality and unique design, which will have an impact on furniture companies.†With the improvement of the awareness of rights protection, many furniture companies will take the initiative to apply for appearance patents, and then defend their rights.
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.
Wang Ningning, who has been engaged in the investment promotion and management of the store for a long time, is deeply touched: 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. “Small units may require fresh, simple and practical, and large-sized apartments require comfortable and beautiful appearance.†“Mediterranean, romantic pastoral, Korean, European and American... The more individualized needs, the more and more styles are subdivided.â€
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.
Wang Ningning said that from the data of the actual two years of the past two years, the mainstream of the current high-end market consumption is solid wood furniture, followed by panel furniture, European and American furniture is limited by the housing area is not large, but the single value of the total amount Relatively high, mahogany furniture has also been a hot spot in consumption in recent years. Yin Yuxin also believes that before the plate-type furniture dominated the world, but at present, "European and American, solid wood, niche brands are emerging, showing a state of diversified 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. For example, Red Apple, Yihua Wood, and Baiqiang have successively opened independent stores in Beijing to display a more comprehensive product range in a large area.
Zhao Ruihai believes that independent stores can better display corporate products, design and culture, "more dynamic and prospects, is the future development trend." In Yin Yuxin's view, the future store will develop to the home plaza, and the development of furniture to independent stores and specialty stores is an irreversible trend.
Although it is not clear whether the independent store will be the future development trend, Zhu Changling believes: "Independent stores are the product of the industry's development to a stage." He said that with the strengthening of the company's strength, product quality is improved, in order to enhance brand influence. It will open a store outside the store. “This is a process of brand growth.†He believes that the form of independent stores will be 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
Since 2010, companies have begun to explore the furniture industry e-commerce, including Gujia Home, Quanyou Home, Qumei Furniture, etc., all of which are pioneers and have accumulated a certain network of customer groups. And the dark horse that started from the e-commerce - Melaleuca home is to make furniture e-commerce become the object of concern in the industry.
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. Wen Shiquan, chairman of Yifeng Furniture, said that the Italian style is still at the stage of exploration: "The services, distribution, conflicts with dealers brought by e-commerce, etc., we are still studying and demonstrating in detail." In his view 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, I think the market does not have such conditions now." It is foreseeable that with the establishment of the E-commerce platform, such as the Real Home, Red Star Macalline and so on. Melaleuca, the furniture e-commerce sales dark horse impact, how the furniture industry to participate in the e-commerce puzzle, is still a major issue in the future.
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