Shunde Longjiang Furniture Industry's domestic sales attack and defense

Longjiang Town, Shunde is the capital of Chinese furniture manufacturing and the capital of Chinese furniture materials. According to official statistics, Longjiang currently has about 2,500 furniture manufacturing companies, which are in the first group of arrays in the country. In terms of furniture materials, Longjiang has seven markets with a total area of ​​about 4 million square meters. The town has more than 100,000 employees in furniture manufacturing and furniture materials.

Tan Fengxian, deputy mayor of Longjiang Town, said that although the overall environment of the furniture industry is poor this year, from the current situation, the production and sales of most furniture companies in Longjiang are generally stable and the development is stable.

Zhu Qingyu, a light industry researcher at China Investment Consulting, told reporters that the status quo of "general stability" has benefited from the industrial base of a certain scale formed by the development of Longjiang Furniture Industry for more than 30 years. “Longjiang furniture industry cluster has strong production, supply and sales operation capabilities, and the trading variety is rich, and the specifications and support are also complete. The local government also attaches great importance to the development of the furniture industry cluster, 'the government issues policies, plans, and the environment. The mechanism of “out of service and private capital” has brought opportunities for the development of Longjiang furniture. However, Zhu Qingyu pointed out that in the context of foreign furniture stores to seize the Chinese market, the service level and brand of Longjiang Furniture Industry The image "still needs to be improved."

Offense is the best defense

"This year, raw materials (prices) have risen, wages have risen, factory rents have risen two years ago, and this year has not fallen, and then encounter a bleak market environment, shutting down some small factories." Tiffin Roland Yang Qingxiang, general manager of furniture, said.

"It depends on which way the market is going, the country's policy on real estate, and the development of the world economy. This two years is not a one or two years of failure. We must wait for opportunities in these two years." He Zhaoqiang, the chairman of the factory (hereinafter referred to as “Shengke Furniture”), began to transform domestic sales in 2008. He told reporters that “the enterprise must first spend this winter, the boss must stop and rectify himself, calm down, change himself, and see it again. If you are not sure about the current market environment, whoever starts first will die first."

Zhou Weixin, the chairman of Xinshida Home, made his own judgment on the market situation this year. He believes that this year's foreign market will not be much different from last year, and the domestic market is more variable, because the policy factors such as the impact of national real estate regulation will directly affect the development trend of the home industry.

Lai Yeqiang, managing director of Baijian Furniture Manufacturing Co., Ltd. (hereinafter referred to as “Baijian Furniture”), said frankly that it is not easy to do furniture business in Foshan, and new furniture manufacturers such as Chengdu, Suzhou and Xianghe are strong competitors. The market share of Longjiang Furniture is also gradually diluting. The financial statements of Baijian Furniture show that sales have fallen by as much as 15% year-on-year. Although it has rebounded in the second half of this year, the sales report in July has increased by 30% compared with June, but Lai Yeqiang feels that the prospect of the entire furniture market is still difficult to predict.

Despite this, Zhihao Furniture chose the offense as the best defense. Despite the weak environment in the furniture market, the Zhihao Home Design Center has doubled in the past three years. Zuo Jianhua, vice chairman of Zhihao Furniture, said that studying domestic demand and serving domestic demand is the theme of Zhihao Furniture's five-year plan. The recovery of the European and American economies is nowhere in sight. China’s domestic demand for furniture is also facing more uncertain factors due to real estate regulation. However, Zhihao Furniture will concentrate on serving the domestic domestic market because they firmly believe that the development of domestic demand is an inevitable requirement of the country’s economic development. It will also become a good position for the furniture company Nuggets.

At present, the domestic market share of Zhihao Furniture mainly comes from the first-tier cities. The first-tier cities contribute 80% of the market share of Miluo Home, and only the sales of the four cities in the north, Guangzhou and Shenzhen account for 50% of the total. Among the market share of Kumar's home sofas, the contribution rate of first-tier cities exceeds 60%, while the market share of second- and third-tier cities in developed regions contributes more than 40%.

Zuo Jianhua has inspected many domestic cities and placed the next development goal on second- and third-tier cities with beautiful scenery, fresh air and low living pressure. “The environmental pressure in the first-tier cities is too great, and the overall quality of life is deteriorating under the influence of urban diseases. If the overall quality of human settlements in second and third-tier cities is improved, many people will choose to live in second- and third-tier cities. Furniture companies must capture development opportunities. ."

As a distribution center for furniture materials, there are merchants in Asia International Materials City in Longjiang, and merchants are entering the market. “Some small brands are shrinking or even withdrawing. Compared with the same period of last year, the exit rate has increased by 20% to 30%. But the scale is not very large, probably accounting for 2% to 2.5% of market merchants. On the contrary, some have The mid- to high-end brands with good quality sales are expanding. This year's business volume is also 30% to 40% higher than last year's merchants.” Qian Jiang, general manager of Asian Materials City, said that these two different trends are emerging in the materials market. .

E-Commerce Furniture Company's new domestic sales highlights

"Now is the most interesting period, many new things sprouted and developed during this time period." On August 18 this year, the second China Household Industry Cluster Work Conference was held in Shunde. During the visit after the meeting, Chen Baoguang, the vice chairman of the China Home Furnishing Association, felt strongly that the furniture production and sales terminal was undergoing dramatic changes.

What makes Chen Baoguang feel this way is the e-commerce channel that Longjiang furniture industry has risen. "This is a new form of entrepreneurship. Renting a very small office can only accommodate a dozen people, but two or three people who really work. Many of these people used to work part-time as Taobao, and now they are offline. From ordering to warehousing, transportation, and distribution, all of them are completed in Longjiang. It can sell more than 100,000 items a month, which is better than ordinary workers. The highest cost is to advertise on Taobao. This group is very Big, absorbed a lot of people, and developed very quickly. Some uncles can't type, but it doesn't affect his business. He has a tablet, and he calls after the order is received online. The shipment is shipped..."

In fact, the “touching the net” of home furnishing companies is no longer a new thing. In the space of the Internet, which has no geographical restrictions and time constraints, many home furnishing companies have made great strides. According to incomplete statistics, Qumei, Baiqiang, TATA Mumen, Green Island, All-Friends Furniture, Shengxiang, Cool Manju and other well-known enterprises have begun to test e-commerce, and Green Island has also introduced e-commerce to enterprises. The height of the development strategy is up.

When the reporter saw He Zhaoqiang, the chairman of Shengke Furniture, he was talking with Wang Hao and his team of Taobao dealer Zhongshan Mingming Trading Co., Ltd. In recent years, the domestic and international furniture market has shrunk, but Shengke furniture has not been affected, and there is a 10% increase in the chain. Its main product, the electric fireplace, has been innovating, improving the core competitiveness of the product by improving the practicality and added value of the product. “Our electric fireplace products, other companies are also doing. In the past, everyone basically emphasized the decorative function of the fireplace, emphasizing the simulation flame effect, the environmental protection standard of the competition materials and the product price. The homogenization of this product will only make us fall into The fierce price competition, the result is a dead end. So we have been emphasizing to make our products different."

Such products have attracted the attention of many domestic and foreign distributors, and Wang Hao is one of them. Years ago, Wang Hao jumped out of the lighting industry, set up a trading company in Zhongshan, set up an office in Longjiang, learned about the dynamics of the furniture industry through exhibitions and other channels, and then reached a cooperation with furniture manufacturers to represent the online sales of the latter products. . “There are also European styles, some are single products, some are combination products selected from different manufacturers. Electric fireplaces are one of the supporting products.”

In fact, many furniture dealers, like Wang Hao, have long been shifting to integrators. According to industry insiders, integrators have stronger success rates and profitability than single-brand dealers. Although companies have different series and brands, it is difficult to jump out of the company's own design genes. Therefore, the store products of a single dealer tend to be slightly thin. In addition, as a single distributor, it lacks its own brand influence and relies too much on a single company. Product and service support, in such a market environment, virtually increases the risk of business. Integrators can not only establish cooperative relationships with different companies and brands, but also differentiate their risks. They can also enrich their own product systems by purchasing furniture products of different styles and materials, and form their own styles invisibly, making their own storefronts and images. , layout, style, etc. have their own brand of DNA.

Shengke Furniture is not the only manufacturer of Wanghao's cooperation. Of course, Wang Hao is not the only network partner of Shengke Furniture. "I have more than 100 people in the team, and there are almost 8 e-commerce platforms to help with sales. I don't have to pay him. The way to cooperate is to get the goods back. The more goods you get, the more you will get back."

He Zhaoqiang told reporters that he has been in the e-commerce channel for four years. At first, I didn't think that the e-commerce platform could account for about 30% of the sales of the factory today. "I thought it was only 5%-6%, and there is no budget to reach tens of percent. This is an unexpected harvest. ."

He Zhaoqiang analyzes the feasibility of electric fireplace online marketing: the smaller size is suitable for logistics transportation, easy to install, suitable for network sales. In order to better develop e-commerce channels, He Zhaoqiang has developed a unified e-commerce price to allow sellers to conduct fair and orderly competition. Shengke provides complete logistics support and after-sales service. “E-commerce sales are still growing steadily now.”

In order to balance the interests of physical stores and online stores, He Zhaoqiang also differentiated products from sales. "The price of the online store is exactly the same as the price of the physical store, except that the return value of the physical store and the value of the spot are higher. The network can only see that the appearance does not see the spot, and the value is a little lower. In fact, our supply is Separate, there are specific categories for products for network distributors. That is, they are bought in physical stores, and online stores do not."

Consolidation is better than blind expansion

In the cold winter of the market, many powerful Longjiang enterprises have chosen to consolidate their internal strength during this period. The market environment is not so fast that it can be changed. Many companies believe that it is not suitable for blind large-scale expansion.

Lai Yeqiang concentrated his energy on optimizing product design. He said that a good design can improve the quality and grade of the product, and the added value can create more profits. More importantly, the unique design can distinguish one's own products from others' products, avoiding homogenized price competition and expanding competitive advantage.

Zuo Boliang, general manager of Hongqiao Furniture, recently focused on the three old renovations of Foshan. He said that Shunde has selected some leading enterprises and engaged in a "Dragon Plan", which is an activation of the Foshan market. If the three old renovations can be successfully completed, and the subsidies imposed on the enterprises can be in place, it will be very helpful to the furniture enterprises. Because Foshan's family has the technology and ability to seize more markets, the three old reforms can help these enterprises solve the problem of talent competition to a certain extent. Nowadays, the factory environment of many enterprises affects the development of the enterprise. Only by transforming the environment, it is possible to retain talents to a greater extent and continue to develop.

Zhou Weixin, chairman of Xinshida Furniture, said that at present, enterprises must do more than just products and services. Because of the sluggish market, competition is becoming more and more fierce, and the relationship between manufacturers and dealers is often complicated. Therefore, it is very important to produce products and services that meet the dealer's positioning.

Kamado has the six sizes classic Kamado Grill, the 13inch, 16inch, 18inch, 21/22inch, 24inch, 26inch, each size has its applicable scene, such as the 13inch, 16inch and 18inch are suitable for the outside use, they can be carried by car easily, the 24inch and 26inch have a big cooking area which is ideal for a big family to use.

If you like these barbecue grill, please feel free to contact us.

Kamado Grills

Kamado Grill,Ceramic Kamado Grill,Portable Kamado Grill,Mini Kamado Grill

Yixing Linchang Technology Co., Ltd. , https://www.kamado-link.com