As we all know, the property control policy of the last one or two years not only exerts great pressure on the real estate itself, but also has a certain impact on the furniture industry downstream of the real estate. The furniture market in the past 2011 is not very optimistic, so what will happen to the market this year? What kind of coping strategies should furniture companies make to improve their competitiveness and overcome this difficulty?
The impact of having the confidence to regulate is not as big as you think.
With a little analysis, we will find that the impact of real estate regulation on the home industry is not as serious as we think.
First, from the perspective of the development process, the Chinese furniture industry is in the middle of growth, and will continue to rise steadily for a long time in the future. Second, in the short term, the rigid demand for furniture in the market is still very large. The impact of the property market regulation policy will not be obvious for the time being; third, the most affected by the property market regulation is the middle-income group, then the brand-name high-end products are less affected by regulation; Fourth, with the country’s increased construction of affordable housing Strength, the market demand for low-end furniture will gradually increase; Fifth, a development idea of ​​the country during the "Twelfth Five-Year Plan" period is to stimulate economic growth through consumption, and has built domestic demand growth based on urbanization. The urbanization process will 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 development space for the home industry. Therefore, as long as the furniture companies follow the national policy and constantly adjust their market positioning according to the market conditions and their own advantages, the product supply structure will inevitably stimulate the potential market, and the wind and rain in the furniture market will be more than enough.
Three sides to win the market
However, the factors of real estate regulation and control are extremely psychological shock to the furniture industry, and the development of the furniture industry is still not negligible. In addition, China's furniture industry is in the period of accelerated reshuffle. For furniture companies, it is necessary to play a 12-point spirit and actively upgrade themselves to the market in order to protect themselves and even rise against the trend. Specifically, furniture companies will survive and develop in the fierce market competition only in the following aspects.
First, ensure product quality and shape the brand image.
Regarding the importance of quality and quality, all the furniture practitioners have already been very profound and comprehensive in their understanding. However, it is very important to change the position from the perspective of consumption, to sculpt products from details, and to serve the brand. less.
For example, the product manual, many manufacturers do not pay attention to, the name, materials, functions, use taboos of furniture products are vague. When re-entry dealers sell, the invoices issued to consumers are often not indicated, or even deliberately blurred, so that consumers have no rights to defend. It can be seen that some details determine the impression consumers have on products and brands.
Second, focus on environmental protection and continuous innovation.
With the increasing awareness of environmental protection, whether furniture companies can develop new environmentally-friendly nuclear materials, to a certain extent, determines the product's reputation and market appeal. At the same time, this is also the responsibility of entrepreneurs. An entrepreneur who carries "moral blood" should continue to improve and innovate in reducing formaldehyde content and developing recyclable materials. It is really a healthy and environmentally friendly product.
In addition, modern furniture companies want to be invincible, and must constantly innovate. Functionally, furniture companies need to go deep into the consumer to conduct extensive investigations, make full use of scientific and technological means to solve the functional problems of the products, especially for special groups such as the elderly and children, special research and development; color, symbolic of color Combined with the scientific color principle, it plays the role of finishing touch; in styling, it is necessary to combine the living room environment, consider the safety and convenience of furniture styling, and convey the beauty of furniture shape with accurate symbol language.
Third, force the overall home, integrate the industrial chain
The overall home has been in China for several years and has become an increasingly popular trend. According to market research data, at present, the overall household ownership rate in urban households in China is only 6.8%, which is far from the average of 72% in developed countries in Europe and America. It can be said that the overall market potential of the whole home 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 and the way the market operates, and also requires companies to have sufficient financial strength. For companies with weaker strengths, it is advisable to join forces with other companies to share the production of all kinds of furniture in the whole home.
In addition, furniture companies may wish to cooperate with upstream and downstream enterprises to increase control over the industrial chain to reduce costs. For example, furniture companies, paint companies, timber companies, jewelry companies, design companies, this is also a trend that has begun to appear. In the context of the intensified competition and the general trend, channel expansion and industrial chain integration are effective ways for enterprises to enhance their competitiveness and reduce market risks.
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