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.
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€.
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