As we all know, the real estate regulation policies in the last one or two years have not only caused great pressure on the real estate itself, but also have a certain impact on the furniture industry downstream of the real estate. The furniture market in 2011 has not been very optimistic, so what will the market trend be this year? What countermeasures should furniture companies make to improve the competitiveness of enterprises to overcome this difficulty?
Be confident that the impact of regulation and control is not as great as expected
With a little analysis, we will find that the impact of real estate regulation on the home furnishing industry is not as severe as we thought.
First, from the perspective of the development process, China's furniture industry is in the middle stage of growth, and it will continue to rise steadily for a long period of time in the future; second, in the short term, the market's rigid demand for furniture is still very large The impact of the property market regulation policy will not be obvious for the time being. Third, the middle-income groups are the most affected by the property market regulation, so the high-end brand-name products are affected by the regulation very little. Fourth, as the country increases the construction of affordable housing Strength, the market demand for low-end furniture will gradually increase; Fifth, a national development strategy during the "Twelfth Five-Year Plan" period is to promote economic growth through consumption, domestic demand growth has been established on the basis of urbanization. The urbanization process can at least bring an average annual growth rate of 9% to the Chinese economy in the next 10-15 years, which will also bring great room for development of the home furnishing industry. Therefore, as long as furniture companies closely follow national policies, continuously adjust their market positioning and product supply structure according to market conditions and their own advantages, they will certainly inspire potential markets and be able to survive the ups and downs of the furniture market.
Start the game from three sides
However, the factors of real estate regulation and control are extremely psychological shocks to the furniture practitioners, and the development of the furniture industry cannot be ignored. In addition, China's furniture industry is in a period of accelerated reshuffle. For furniture companies, it is necessary to play a twelve-point spirit and actively improve themselves to adapt to the market, in order to protect themselves and even rise against the trend. Specifically, furniture companies can survive and develop continuously in the fierce market competition only if they continue to spend the evening in the following aspects.
First, ensure product quality and shape the brand image.
Regarding the importance of quality and quality, all furniture practitioners have a very deep and comprehensive understanding, but they really think about it from the perspective of consumption, sculpt products from details, and establish a brand image with service. less.
For example, product manuals are not taken seriously by many manufacturers, and they are ambiguous about the name, materials, functions, and taboos of furniture products. When re-entry dealers sell, the invoices issued to consumers are often not marked, or even deliberately blurred, so that consumers have no way to protect their rights. It can be seen that some details determine consumers' impressions of products and brands.
Second, focus on environmental protection and continuous innovation.
With the increasing awareness of people's environmental protection, whether a furniture company can develop new environmentally friendly process nuclear materials, to a certain extent, determines the product's reputation and market appeal. At the same time, this is also the performance of the entrepreneur's responsibility. An entrepreneur with a "moral blood" should continually improve and innovate in reducing formaldehyde content and developing recyclable materials, which really achieves product health and environmental protection.
In addition, if modern furniture companies want to be in an invincible position, they must constantly innovate. Functionally, furniture companies need to conduct extensive investigations among consumers and make full use of scientific and technological means to solve the functional problems of products, especially for special groups such as the elderly and children. Used in combination with scientific color principles, it is the finishing touch; in terms of styling, it is necessary to combine the living environment, consider the safety and convenience of furniture styling, and convey the beauty of the furniture shape with accurate symbolic language.
Third, make efforts to integrate the whole home and integrate the industrial chain
The overall home has been in China for several years, and now it has become an increasingly popular trend. According to market survey data, at present, the overall home ownership rate of urban households in China is only 6.8%, which is far from the average level of 72% in developed countries in Europe and America. It can be said that the overall market potential of home furnishing in China is very large. Whoever can seize the opportunity will seize more market share. Of course, this requires companies to fully understand the core nature of the overall home furnishing and market operation methods, but also requires companies to have sufficient financial strength. For the slightly weaker companies, it may be better to join forces with other companies to share the production of all kinds of furniture for the entire home.
In addition, furniture companies may wish to cooperate with upstream and downstream companies to increase control of the industrial chain to reduce costs. For example, the cooperation between furniture companies, paint companies, wood companies, jewelry companies and design companies is also a trend that has begun to appear. Under the environment and trend of intensified competition, channel expansion and industrial chain integration are effective ways for enterprises to enhance competitiveness and reduce market risks.
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