In September, from Guangzhou to Dongguan, and then from Dongguan to Shanghai, the furniture exhibition was held one after another, and some suffered a "cold flow." The exhibition has always been a barometer of the industry situation. Many furniture industry brand leaders said that the depression in the furniture industry has started since the end of last year. Compared with the bleak market in the first-tier cities, the third- and fourth-tier cities and the “restricted†market have become the focus of competition. Under such a market, producers control costs and adapt to market changes. At the same time, they choose relatively conservative market strategies, dig deep into market demand, and wait for the arrival of spring.
Lengqing Exhibition "map" the market
From September 5th to 9th, the 28th International Furniture Fair was held in Dongguan; from September 7th to 10th, the 30th China Guangzhou International Furniture Fair was held in Guangzhou; September 11th, Shanghai International Furniture Fair Opening. Intensive exhibitions were held one after another, but in many reports, the word "cold" was often seen.
Wang Jianguo, general manager of the Federal Furniture Beijing Branch, who participated in the Guangzhou International Furniture Fair, said with a smile: “All said that Guangzhou Furniture Fair is a barometer of the furniture industry. In my opinion, this year should be 'rain'!†General Manager of Qumei B8 The water source said that the intensive convening of the furniture exhibition made the enterprises have their own choices, and the exhibition was also deserted. Wen Shiquan, chairman of Yifeng Furniture, also said: "The main purpose of participating in the exhibition is to attract dealers, because our distributors across the country have a wide range, so it is not necessary to participate in such exhibitions."
According to Wang Jianguo, in the past, at the exhibition, companies attracted the attention of dealers or buyers by exhibiting products, and this year's trading method is more “direct and realâ€. "As long as it is intentional, it will be directly pulled from the booth to the back exhibition area or even the factory to negotiate. Now the dealers are very cautious." During the interview, whether or not they participated in these two exhibitions, talked about the furniture industry this year. Form, the most common saying of the bosses is: "Not good."
Market shuffling or will begin
Wan Ganfu, deputy general manager of Beijing Jinxiu Investment Co., Ltd., which is the agent of Red Apple and other brands, said: "This year's form is really bad, the market is very depressed, everyone is stunned. As far as I know, the market depression began at the end of last year. Some of our poorly-performing brands have already withdrawn one or two stores in Beijing. In such a market environment, ensuring survival is the most important thing."
Wen Shiquan also confirmed his statement: "This year the furniture industry is particularly difficult, sales have reached a very bleak level, coupled with employee wages, rising production materials costs, the furniture industry has reached a level of meager profit. Although the recent real estate market has The phenomenon of warming up, but the reaction to the furniture market is about 9 months, so it is very difficult now."
Zhao Ruihai, chairman of Qumei Furniture, said: "From an economic perspective, we may face a long-term downturn. Now that the market is shuffling and brand differentiation, big brands must scale up, and small and medium-sized brands must look for features."
Third and fourth tier cities will become the focus
In addition to the characteristics of the diversification of the consumer market, the reporter found in the interview that the third- and fourth-tier cities have become new consumption points in the furniture market. Chen Baoguang, vice chairman of the China Association for the Advancement of the Family, provided two sets of data at the “2012 China Furniture Industry Development Summit Forumâ€: sales in the first and second line markets fell by as much as 50%. Conversely, the sales of Jiangxi Nankang furniture enterprises dominated by the low-end Growth has reached 120%.
Wang Jianguo said: "In terms of the performance of the company this year, our business in East China, Southwest China and South China is growing. The sales in East China, especially Shanghai, have increased by nearly 20%, while the cities in Northeast China and Beijing are not very good. Out, the changes in the furniture market have a lot to do with the city's regulation and control policies. We have a dealer who has easily opened more than 3,000 square meters of storefronts in Kunming, showing that the urban market without real estate control policies is still good. After people buy a house, they usually buy furniture more generously."
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