Dongguan International Furniture Fair Confidence Return to Exhibitors

On March 20th, 2013, the 29th Dongguan International Furniture Fair closed for 5 days. According to the statistics of the organizing committee, this year's famous furniture exhibition has gathered more than 70% of well-known furniture brands across the Taiwan Straits. The variety and quality of the exhibition are further optimized. The exhibition hall of 270,000 square meters, nearly 1,000 exhibitors attracted more than 110,000 professionals. The audience came to observe, exchange and sign cooperation. The number of visitors was much higher than the previous two, especially the overseas purchasing group, which was the highest since the financial crisis in 2008. The integration of Houjie furniture exhibition trade has attracted much attention. At present, Houjie is providing policy and financial support for the establishment of “Guangdong Furniture Commodities International Purchasing Center” in accordance with relevant policies and regulations, focusing on guiding and supporting the construction of a number of key projects and supporting service systems. And carry out global publicity and promotion to create a broader development space for furniture companies to expand the world market.

Return of confidence

Industry accelerated shuffling

The most intuitive feeling is that there are a lot more people this year. No matter the exhibition area or the aisle, they are all crowded and screaming. Che Jianxin predicted that the home market in 2013 will increase by more than 10% compared with 2012, and will continue to develop healthily in 2014 and 2015. According to the National Bureau of Statistics, in 2012, the sales area of ​​commercial housing in six major cities increased by 34.2% over the previous year. The general household consumption is one to one and a half years after the real estate transaction, which means that the renovation of new homes in 2013 has a big increase. In addition, the real estate “National Five” policy has stimulated the second-hand housing transactions in the short-term, but unlike the past, the current second-hand housing transactions are basically in rigid demand. From the above data, the demand for decoration and furniture procurement can be expected. In the future, the spring of the home industry is coming.

The industry has signs of recovery, and the most valuable thing is that people have found confidence. Premier Wen said: "The financial crisis is a crisis of confidence to a certain extent." At this critical moment, boosting confidence is the most important. Only when consumers have confidence can they consume boldly; only if business operators have confidence, they can make bold investments. Whether in a conversation with a company or a dealer, you can feel the return of confidence. This year, both manufacturers and distributors have not missed this opportunity to gain the latest market trends and information, and come to understand and choose more competitive brands, the whole industry is showing vitality.

From another point of view, many dealers came to watch the exhibition and change the brand, which also indicates that the industry reshuffle is coming. The market will surely become more and more concentrated towards competitive big brands, and the entry barrier will continue to rise, which is a test for enterprises and dealers.

Custom furniture exhibition area is concerned

Chinese red wood block expansion

The segment of custom furniture has received more and more attention in the industry. Not only furniture companies, designers, home improvement companies, building materials companies have been involved in this industry, furniture customization has become an emerging growth point. The custom pavilion opened by Dongguan Exhibition for three consecutive years now has a certain scale, and has introduced such as housing estates, Mingshu, Chuangyu, Shuangying, Tianyimeijia, Tangyi, etc. The exhibition area is 10,000 square meters. This year, the Customs Pavilion cooperated with the “Dongguan Famous Furniture Custom Furniture Committee” to organize a series of activities such as designer purchasing groups and industry forums.

Since the sales model of customized furniture is different from traditional civilian furniture, both enterprises and dealers are constantly exploring new channels and new marketing models. When selecting dealers, enterprises are more interested in a group of people who have real estate, designers and other resources in the local area, so as to radiate more consumers and open up new channels. And dealers must also jump out of the traditional store-keeping model and go deep into the community, home improvement companies, etc. to seek greater cooperation.

In addition to custom furniture, solid wood furniture has also become a highlight. Chinese mahogany furniture exhibitors further expanded. In addition to the old-fashioned mahogany exhibitors such as Youlian, Guoshou and Huaying, this year's new brands include Zhejiang Nianhong, Mingtang, Zhangmuwang and Shanghai Yizunxuan. It is understood that there are more than 40 Chinese solid wood furniture enterprises. . The structure of the exhibits was further optimized and the categories were more abundant.

Products are getting younger

"Small and beautiful" furniture is popular

“Younger” is a relaxed lifestyle, life attitude and life concept. After 70 and 80, it became a mainstream consumer group. Many companies sharply captured this change and began to fine-tune their product style. Even some “mature and stable” products in the past began to think about the relationship with “young”. As the reform and opening up countries opened, they were greatly influenced by foreign thoughts and began to connect with the world. They were very different from their fathers in their aesthetic concepts and lifestyles. Therefore, many companies have begun to boldly try their colors and styles. They use the combination of Chinese and Western techniques. The combination of ancient and modern, adding popular color and fashion elements, many solid wood furniture has also changed the dull color of the past, paying more attention to function and beauty. In combination, the modern materials are modern interpretations, and some brands also specialize in launching a new series of new generations of consumers who have grown up. There is also a trend of shrinking in volume, and there are many small and small French styles to be close to the current mainstream small and medium-sized units.

As the degree of subdivision of China's furniture market is not enough, there is still a lot of room for the development and cultivation of the younger furniture market. Some people predict that the “small and beautiful” furniture is about to become popular, and it is the market with the most potential consumption in the future.

Innovative marketing

WeChat microblogging

This year's exhibition marketing momentum is still indispensable for the car beauty and body painting. Gu Jia’s Hummer is still in front of the pavilion. Chivas puts the first-class aircraft model to the scene. The staff wears the flight attendant’s uniform to serve the audience, enhancing the first-class experience.

Various marketing methods in the information age have also begun to spread among major enterprises. Many companies offer QR code scanning. As long as you simply scan your mobile phone, all the business information including the agent brand name, product style, product image, existing store address, investment policy, and contact information are all saved to the mobile phone, which is convenient and fast. The flexible interaction method and the new viewing experience make the new IoT marketing tools widely used. In addition to the two-dimensional code, many companies also implement full-microblogging marketing, broadcast the new events happening at the show, join topic discussion, mutual evaluation and interaction, in order to improve the activity and spread of the network. These new marketing methods will help the industry to rapidly upgrade and transform, and the information application of traditional industries will be rapidly popularized.