Ten key keywords for the 2010 furniture industry opportunities and challenges

Looking back on the furniture industry in 2010, it can be said that "the world is in chaos, and the waves are breaking." When the overall retail market fluctuated, brand furniture companies did not become discouraged but chose to adjust their product lines, actively develop original, low-carbon and environmentally friendly products to cater to the market, continue to strengthen north-south exchanges and integration, and seize the market through diverse innovative marketing .

Looking back, we can give the industry some achievements to sum up, so that the former can have more confidence; taking a look at the past can also let the relevant companies know the shortage and have more efforts. At the end of the year, when the "2010-2011 China Home Furnishing and Real Estate Support Industry Innovation Summit" will be held, the annual industry news inventory outlines a clear market pattern and encourages the industry.

One of the top ten keywords for the furniture industry in 2010: low-carbon environmental protection

After the Copenhagen meeting, the trend of "low-carbon" and "environmental protection" swept across the furniture industry in an instant. In 2010, under the pursuit of the media and consumers, furniture companies continued to strive for low-carbon and environmental protection, and this year it has been upgraded to a green and environmentally friendly "low-carbon year." In April 2010, Qumei Furniture established a low-carbon strategic cooperation relationship with the International Climate Organization; in October, following Ejia Fashion, Yifeng, Elvis, Feimei, Guoan Jiamei, Aiyisi joined the "Ai Ge Sheet Alliance" ", Advocate low-carbon and environmental protection; in November, Qumei jointly carried out" low-carbon process group "activities with its 1,000 sales stores.

In the era when the furniture industry must say "low carbon", low carbon is not just a fashionable sign, but the fundamental and lifeline of enterprise development. Enterprises can no longer associate pollution, formaldehyde, etc. with furniture, otherwise they can only be eliminated from the market mercilessly. But what exactly is "low carbon"? There is still no convincing measurement standard, and the low carbon road of the furniture industry has just begun.

Two of the 10 key keywords of the furniture industry in 2010: domestic sales boom

The three major furniture exhibitions in Guangdong are known as the "barometer" and "wind vane" of the Chinese furniture industry. In 2010, Guangzhou Furniture Fair conveyed the message of the furniture industry that domestic sales continued to heat up and formed a boom. From March 16 to 22, 2010, Dongguan International Furniture Fair, Guangzhou International Furniture Fair and Shenzhen International Furniture Fair were held in succession. Unlike the past, this year's exhibition launched the concept of "big home" to "consolidate overseas markets" "Expand the domestic market" is the slogan to help companies strengthen their development of the domestic market while consolidating overseas markets.

Guangzhou Furniture Fair, which has always been "export-oriented", began to adjust its investment strategy, and by 2010 it has evolved into "both internal and external repairs, and equal emphasis on domestic and foreign sales." At previous furniture exhibitions, many exhibitors focused on export sales, and many businesses even explicitly stated that "only do domestic sales, refuse domestic sales." However, since 2009, under the shadow of the international financial crisis, furniture companies began to seek breakthroughs in domestic sales. For enterprises to do well in domestic sales, channel construction is the only way, and it is a wise move to open the domestic market with the help of Guangzhou Furniture Fair. Of course, the road from export to domestic sales is still very long, and enterprises need an adaptive process, and they need to learn more from their peers.

Three of the top ten keywords for the furniture industry in 2010: e-commerce

In recent years, e-commerce has begun to rise quietly in the home furnishing industry, many well-known furniture brands have "touched the net", e-commerce has gradually become the new darling of the furniture industry marketing. In 2009, two e-commerce platforms, E-Fashion and Qumei Furniture, were gradually established and perfected. In 2010, E-Fashion leveraged the online platform to successfully launch multiple marketing activities: In June, the "World Cup Fan Carnival City" spike activity sparked consumer enthusiasm ; In July and August, the large-scale group-buying event of "10,000-person bargaining Quyi Group", in just 20 days, you signed a total of 9 thousand orders. Now the sleep festival is in full swing. The e-commerce platform can reduce the cost of organization and management of the enterprise, remove the burden of intermediate channels such as stores, and enable consumers to benefit at the most favorable price. At the same time, in addition to improving the efficiency of the use of time and space, it also allows consumers to screen products without leaving home to learn more product information. With the popularization of Internet usage and the rise of the post-80s consumer army, online shopping is bound to become a consumption trend. If the furniture enterprise grasps this business opportunity, it means that it has locked more target customers and created more market space.

The fourth of the ten key keywords of the furniture industry in 2010: price reduction and promotion

Affected by the property market, the overall furniture market sales were sluggish in 2010. In order to increase sales, the "price war" has once again become the protagonist in the market. In the case of a sluggish market, companies have launched promotions and evolved them into normalization. You can find promotional activities such as "Super Low Price", "500 for every 1,000", "Buy one get one free", "Straight down 2,000 yuan," Trade in for new "and other promotional activities everywhere.

According to statistics, in the first-line furniture market represented by Beijing, the sales volume of branded enterprises in 2010 fell by 30-40% year-on-year, and product prices also fell by about 5%. Some insiders said that 2010 was the most difficult year for the furniture industry to date, not only facing a sharp decline in sales, but also facing rising costs such as raw materials. "Price war" will help companies to increase sales in the short term, but if the promotion becomes a normal, its appeal to consumers will no longer exist. From a long-term perspective, if a furniture company wants to get out of the predicament, it is not feasible to rely solely on promotion.

Five of the top ten keywords for the furniture industry in 2010: stir-fried mahogany

The price of mahogany furniture plummeted in 2010, which has touched the hearts of countless investors. The reason for this is the result of hot money speculation. In October, there were reports that 19 million sets of “high-priced furniture” that marked 80 million yuan that year fell to 600,000 yuan to buy 19 sets. The price has shrunk by more than 100 times. Then on November 19th, a set of Baoding sofas named "Longfeng Chengxiang" was priced at 120 million yuan, and 17 sets of sand found at an exhibition with another set of wood species with a price of 128 million yuan.

Less than a month before and after, the mahogany furniture fell is really thrilling. Since 2007, under the hype of hot money, the price of mahogany can be described as one price a day, and the myth of countless wealth in the night was born in the industry. Under the hype of the promoters, the scarcity, stunts, long preservation period, and stable value-added speed have attracted countless consumers to follow. Some people say that there is a big bubble in all industries involving hot money and salesmen. Consumers need to be treated rationally. "Redwood is valuable and investment still needs to be cautious."

Six of the top ten keywords for the furniture industry in 2010: marketing innovation

Facing the sluggish market environment in 2010, furniture companies all made consistent articles on marketing and tried to "break the ice". During the World Cup, Qumei Furniture launched a $ 1 spike activity on Taobao; on June 3, Quanyou Furniture launched new products for the first time to try "weibo marketing"; during the Shanghai World Expo, IKEA sponsored the construction of the Swedish Pavilion; July, Qu The United States once again used the Internet to launch the "Ten Thousand People Bargaining Billion" activity; in November, Guangrun Furniture successfully sponsored the Guangzhou Asian Games. In December, the E Family Fashion Sleep Festival, E family so similar activities like love home are common in the market.

Innovative and attractive marketing activities can not only bring in a large amount of sales orders in the short term, but also gather popularity in the off-season to help enterprises get rid of market difficulties. Furniture companies can take the initiative to rely on social hot events and rely on online publicity models to market themselves, enough to reflect the progress of furniture companies in marketing innovation. A good marketing model can often play a guiding role and may trigger the upgrading and transformation of the entire industry, but if it is not applied properly, it may be "lost to the wife and destroyed."

Seven of the top ten keywords for the furniture industry in 2010: original design

At present, Chinese original design furniture accounts for less than 3% of the market, and the Chinese furniture industry urgently needs to make breakthroughs in original design. In 2010, "original design" once again became a hot word in the industry. In May, many furniture brands went to Milan Furniture Fair to learn and create original design works; on July 1, the "Chinese Furniture Original Design" Forum was held in Beijing. The furniture associations, experts, media, and merchants across the Taiwan Straits discussed how Chinese furniture companies Break through in original design.

China is not only a big country of furniture production, but also a big country of furniture consumption, but original design is the "soft spot" of Chinese furniture. At present, there is only one professional designer for every 10 furniture enterprises in China. More than 60% of furniture enterprises are in urgent need of design talents. The Chinese furniture industry urgently needs to transform from "processing-oriented" to "design-oriented". Furniture companies should also change their ideas quickly. Furniture is no longer limited to price competition, but should rise to the high end of the industrial chain, that is, brand and design-led competition. As an asset, original design can not only help furniture companies to maximize profits, but also promote enterprises from "brands" to "famous brands."

Eight of the top ten keywords for the furniture industry in 2010: personalized customization

With the improvement of people's household consumption concepts, homogeneous furniture products can no longer meet consumer demand. In order to satisfy consumers' pursuit of personalized furniture products, furniture customization business came into being in the market. Furniture companies such as E Home Fashion, Shangpin Home Furnishing, Feimei Furniture, Stanley, Holocaust and Dinggu have become well-known custom furniture brands in the market.

Consumers choose custom furniture, on the one hand because it is difficult to find personalized products in the market that meet their own needs, on the other hand because of the size of the house and the favor of high-quality furniture products. At present, customized furniture accounts for only about 10% of the entire furniture market. With the arrival of the personalized era, the development space for customized furniture will rapidly expand. However, as a new industry, custom-made furniture is still in the early stages of development. Many standards and specifications are not yet sound, and there is a lack of unified industry standards. The market still needs guidance from industry associations and excellent brands.

Nine of the top ten keywords for the furniture industry in 2010: North-South integration

China is a big country of furniture production and consumption. With the rise of Beijing-style home furnishing brands, the market collision and integration of North and South furniture brands have attracted much attention. During the May Day of 2010, the first Guangdong Furniture Culture and Arts Festival was held in Beijing. The event used the overall regional brand effect of "Guangdong Furniture" to increase the influence and reputation of Guangdong furniture in the Beijing market. During the period, more than 20 Guangdong furniture executives came to Beijing, Jimei Home and Longfeng Home for signing, which was well received by consumers.

The custom of "south-south exchanges and mutual communication" has been around since ancient times, and the furniture industry needs to develop through continuous exchanges. The exchange between the North and South furniture markets not only accelerates the integration of the two, but also accelerates competition and effectively urges North and South furniture companies to provide better products and services, ultimately benefiting consumers. Of course, there will be some differences between the two major markets in the North and South due to geographical reasons. Enterprises need to face competition with a learning mindset, and ultimately achieve a win-win situation for enterprises and consumers.

Ten key words of the furniture industry in 2010: standards and specifications

The development of China's furniture industry has gradually matured and standardized today. In 2010, the furniture industry drafted and completed a number of national standards, and the "national standard" once became a hot topic for people to talk about. It is reported that "Furniture Environmental Monitoring Standards", "General Technical Conditions for Children's Furniture" and other national standards have been drafted and completed, and are expected to be formally released next year. The two have detailed specifications for furniture environmental monitoring methods and children's furniture environmental health.

"No rules can't be achieved", the improvement of the furniture industry series of standards will promote the upgrading of furniture product quality and environmental performance, not only to better protect the legitimate rights and interests of consumers, but also effectively promote the healthy and orderly development of the industry. As furniture consumption becomes more rational, the appeal for industry standards will also increase. Of course, the standards can only play a role of supervision and restraint, and can not completely eliminate the shortcomings of the market. For the orderly development of the market, companies and consumers need to consciously maintain them.

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