With the overall warming of the home building materials market, the Beijing furniture market during the May 1 period did not unexpectedly set off a shopping tide, but at the same time it also led to the three strange things in the furniture market. Some people say that a successful salesperson can accurately grasp the customer's psychology and ultimately sell the products that the customer needs. However, the author finds that the three kinds of "Chinese-style geeks" caused by the continuous surge of competition in the furniture market have completely subverted the traditional sales guidelines, and also pushed the furniture market to another diversified development space.
The first quarter of the furniture market in the first half of 2013
The market "sings high songs" but does not see whose pockets of growth income fall into?
Not long ago, when I was chatting with corporate staff, I talked about the market. When the author asked if there was any growth in the market, most people said that compared with the same period of the previous two years, this year's market response was very good. However, the heads of the marketing of several companies have confessed to the author the other side we can't see: "Although everyone said that the market is good, it does not mean that the profits of all enterprises have increased. Due to the formation of a new competitive environment in the furniture industry, The distance between the gross profit and the net profit of some companies is too small, which leads to the calculation of only a number that does not make a profit, which is not to lose money to earn money." Just as the furniture company's marketing director showed helplessness, the market's grotesque vertical reflects every battle between furniture companies. Why is the market “high-sounding†revenues few?
In recent years, the increasing number of stores has led to an increase in furniture products. The rise of new channels has also led to a major change in the positioning of furniture brands. These phenomena have directly led to increased competition among furniture companies. Let the furniture industry enter the era of meager profit. In the face of the market, every channel development is hard, and it takes a lot of investment to persist in a battle, so at this time, the living space of small and medium-sized enterprises is also constantly compressed. At the same time, the problems of raw material price increase and labor shortage have also hindered the original development frequency of the furniture market. The outbreak of price war has become a development cycle that the furniture industry must undergo. Finally, with the transition of time, consumers are finally tired. Against the original price war, the merchant's profit-making promotion has become more and more depressed.
However, in the first half of 2013, the furniture market has become more and more obvious. The horn of the marketing war is still playing again. The factory outlets, group purchases, etc. have been put on the “new clothes†full of culture and displayed in front of consumers. The market structure is clearly divided into two. On the one hand, high-end furniture brands adhere to the practice of not letting, and cultivate a group of high-end users. Although this part of the market has a large space of interest, the paving of the previous channels requires a lot of investment, and there are already a large number of mid-end brands. Joining the high-end ranks is intended to be a piece of the pie, leading to the blurring of the boundaries of space, creating a group of "water army" to build brand image with product prices. On the other hand, the high cost performance of low-end and mid-end furniture brands is also the consistent choice of the current mass consumption. As consumers have more and more choices, consumers at this level mostly demand more, consumers' shopping needs. It has also become more and more "drilling" because its demand is more dispersed, and in the pursuit of cost-effective, personalized, functional, but also hope that the product has the essence of improving the quality of life.
In short, the current furniture brands have to carry out diversified marketing methods to meet consumer demand due to the formation of their competitive environment. Although the “segmentation†market was once a relatively promising development direction in the industry, it is considered that “subdivision†is the future. The road to development, but now, the concept of "segmentation" has become increasingly blurred. In the face of "cross-border marketing" and "the era of meager profit", even if you try your best, you may not be able to share a piece of it. It can be seen that the transformation of the furniture brand is imminent, and the deadly issue of overcapacity and channel as the king is the ultimate victory.
The second quarter of the furniture market in the first half of 2013
Consumers don't know "fake big air". Only buy expensive ones.
In 2011, Da Vinci's high-priced furniture was accused of smashing the country, and for a time everyone started to question the high-end furniture. Later, some media predicted that this incident may lead Da Vinci to the end, but the author learned through investigation that in the past two years, Da Vinci furniture has sold even more! It can be seen that consumers' illusions about "high price" furniture are not tempted by quality, just as many consumers who love luxury goods do not define luxury goods because of the value of the product itself. At this time, some small and medium-sized furniture enterprises that are not well-known are in the process of pursuing the accurate development of cost-effective customers, and it is also unavoidable to put on the shell of “fake big emptyâ€. In this regard, the "brand" road began a scuffle, and the recognition of the brand has become increasingly blurred.
It can be seen that the reason why the furniture market has a "fake big empty" brand is not the unilateral business, but the Chinese-style strangeness cultivated by the domestic consumers' consumption habits for many years. Nowadays, as the market picks up, these strange phases are brought together and eventually evolve into a phenomenon that makes people unable to avoid.
The third quarter of the furniture market in the first half of 2013
Consumers’ “trademarking†plot has increased dramatically
In the rapid development of furniture enterprises, the furniture industry has always had various problems such as product quality, sales service, home improvement materials, etc. Due to the continuous emergence of these problems, it is increasingly difficult for consumers to identify the “moisture†of furniture products. The lack of judging criteria also makes it impossible for consumers to clearly judge the pros and cons of their materials, resulting in a large number of gimmicks and slogans such as “all solid wood, 100% pure solid wood, top layer calfskin, imported green skin†and so on. Let the consumer's furniture made in China first produce a rejection mentality in the subconscious, so as to cultivate the appearance that the foreign brand is more trustworthy. In response to this consumer psychology, many manufacturers have also highlighted the “noble bloodlines†from foreign countries in the selection of raw materials. The slogan of furniture products highlights “imported leather, imported paint, imported solid wood†abound. The guides introduced the products and praised the imported raw materials used in the products.
In fact, the most intuitive difference between domestic and imported plates is the formaldehyde content. In recent years, the environmental standards for domestically produced plates have also been greatly improved, and the price is 10-40% cheaper than imported plates. According to the author's understanding, some major brands such as Baiqiang, Yifeng and other domestic Jilin Sengong Lushuihe plate have reached the E0 level, which is the most high-grade and environmentally-friendly plate in China. The formaldehyde content is far below the national standard. In this regard, many people in the industry have said that the domestic brand plate, in fact, environmental performance can fully meet the needs of home improvement. At present, some excellent domestic enterprises have already had the level of technical support with foreign companies. Even their product exports and market share have surpassed some foreign brands. The only gap is the gap between brand values, and the gap is It takes time and history to lay it down.
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