China's furniture industry entered a period of adjustment

According to statistics, over the past five years, China's furniture industry to maintain double-digit increase in a row. According to the Chinese Furniture Association JIA Qing-wen, at present only to the United States has become China's second largest furniture-producing countries. It is noteworthy that China's furniture output value of enterprises are still a few million dollars is based on medium and small enterprises. In the Beijing area as an example, furniture manufacturers about 2500, and annual production value of billions of dollars less than 5. Furniture Association in the city has just hosted the "China Development Forum, International Furniture", the furniture industry on how to crack the enterprise, "the growth of trouble," a seminar.

Question: furniture industry the three major problems

Difficult to manage the family business. At present, the vast majority of furniture industry in China is developed from the family, family-run business in the early stage of business development for the enterprises have continuously developed to provide a favorable condition. However, with the expansion of enterprise scale, family-style management has become a driving force for the development of enterprises lag.

Difficult to gain the trust of the quality of service. Introduced a number of manufacturers, although the timber furniture and quality attention to quality, the same price of furniture, with the plate, hardware manufacturers are better than the other, it can not be in the market, consumers really recognized.

Difficult to design profitable investment. Some enterprises to meet the business needs of the market. After profit in the enterprise will invest in the product development. Can not win long-term business and consumer recognition, not for business more effective and lasting.

Crux of the problem: the lack of brand awareness

Furniture abroad mature market, manufacturers should be the guiding business, business to guide consumers. China's furniture market because of fast growth, the consumption process is the contrary, the manufacturers do not have their own brand, not the rules of the market, enterprises have no choice but to meet the consumer.

Good product mix of furniture styles should be, specifications, prices, services, the sum of the brand promise. As the market space is getting smaller and smaller, due to the pressures of the market, at present, enterprises in the marketing, the only way is the only "price"; in the product, the business of chasing down the blind imitation of new products, not always in the pillars of their own products; the lack of brand awareness, brand services, is also difficult to achieve the sound development of its cause.

Prescription: the development of new brand

A period of adjustment on the search for the development of enterprises, rely on the "competitive price promotions", "let" and other marketing practices to create the proceeds have not feasible. Furniture is the personality of consumer goods, the reasons for the decision to buy it first of all, from design, structural recognition. Furniture companies take short-term effectiveness of imitation products, products that consumers are not able to have a profound and continuous impression.

Therefore, in order to win customer loyalty, companies need to adjust the marketing strategy, not only "I am earning the number of" and to consider more "customers can get my products What is the value?" Executive president of the Iraqi forces Noida Benedict Lee Shui-sing said: "Design is an industry, furniture business is an important manifestation of the idea." furniture designed to give the brand credibility of the same brand, is to maintain continuity and style of furniture design.

Strategy: small speed capability

As the market space is getting smaller and smaller, according to our capability, to take "small fast" strategy is to break the furniture business "growth problems" of the tips. Should be based on the characteristics of their own, have a choice to find a breakthrough in enterprise development, we should start with a good grasp of a season, or even start a real estate.

In products, styles and varieties should be abandoned has been taken, do a good job of the pillars of enterprise products, the formation of their own characteristics, style, product marketing-led enterprise; competition, companies have chosen to find a breakthrough point; operation, can try to home, Home and other related fields, do not attack to defend; in the management model should be bold in the use of personnel.