Industry brand strategy initially successful

"After 20 years of development, China has become the world's largest furniture producer, with the world's number one export and domestic sales increasing year by year." September 26, "China (Western) Furniture Industry Transfer and Northern Market" held in Xianghe, Hebei At the Summit Forum on Resource Integration, Innovation and Development, Zhu Changling, vice chairman of the China Furniture Association, said, "After experiencing the impact of the financial crisis in 2009, the production and sales situation of China's furniture industry has been relatively good since 2010, and exports have grown rapidly, showing recovery. Growth. "

Data show that there are currently 5,670 furniture enterprises above designated size in China. From January to July this year, the total industrial output value was 234 billion yuan, an increase of 26.66% year-on-year. From January to July, furniture exports were US $ 18.9 billion, an increase of 34% year-on-year. In the first half of this year, most companies grew by 20% to 40%.

"The implementation of the brand strategy in the furniture industry has accelerated, the awareness of furniture brands has increased, the market share of furniture companies has continued to increase, brand sales have grown significantly, furniture brands have reduced homogeneous competition and opened up differentiated competition. Brand sales growth in the first half of this year Very large, the entire furniture store brand, corporate brand, and product brand develop simultaneously. "Zhu Changling revealed that despite the achievements, there is still a long way to go to build its own brand. The next step will encourage companies to implement brand strategies, build corporate brands and product brands, accelerate corporate transformation, improve independent innovation capabilities, and strive to increase brand awareness and reputation in design, production, quality, and service.

"Since this year, our furniture industry is undergoing industrial structure adjustment and optimization and upgrading, and the furniture industry has entered a new development stage-a process from quantitative development to qualitative development, focusing on adjusting and optimizing the industrial structure to achieve industrial upgrading." Zhu Changling said that most companies Technological transformation and product innovation have been carried out, and the traditional extensive manufacturing form has been transformed into an efficient and intensive service model. Custom furniture has grown rapidly, and cross-industry projects have grown.

In addition, the industrial chain of the furniture industry is under construction. "The formation of the furniture industry chain plays an important role in the development of the furniture industry. Product design, raw material procurement, terminals, etc. constitute the entire industry chain. Problems in any link will affect the development of the enterprise." Zhu Changling said that the major industrial bases in the country are Starting to integrate the industrial chain, for example, Xianghe Furniture is gradually improving the industrial chain.

As the leader of the northern furniture industry, Xianghe Furniture City has become the largest furniture distribution center in northern China. In 2007, it was named the furniture and trade capital of northern China by the China Furniture Association. According to Chen Gang, director of Xianghe Furniture City Management Committee, by 2009, the area of ​​the exhibition hall of Xianghe Furniture City will expand 200 times to 1.8 million square meters; the transaction volume will expand 200 times to 15 billion yuan. In the first half of this year, market sales reached 15.408 billion yuan, a year-on-year increase of 55.1%.

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