The global financial crisis has had a tremendous impact on the real estate industry and the furniture industry that is closely related to it. Export orders of some furniture companies, which are mainly exported, have shrunk sharply, and the compliance rate of export contracts has fallen sharply, which has led to the increase of domestic sales. However, in the grim form of the domestic furniture industry, the impact of the financial crisis on Chengdu furniture companies is limited.
Exploring the reasons, first, Chengdu furniture is the hegemon of the second and third-tier markets. In this crisis, the market has shrunk the most in the first-tier cities; second, due to limited exports, it has little impact on Chengdu furniture companies. Chengdu furniture companies have always been out of disadvantage in terms of exports. When the financial turmoil struck, the inferiority of the past turned into an advantage.
Among them, taking the typical furniture of the Chengdu furniture industry as an example, in the face of the crisis, the company is full of confidence and fearless. In 2009, it was the first to win. Up to now, this year's sales have averaged 160 million yuan per month, and the market share has reached 1.25%. The sales volume has continued to increase by more than 30% year-on-year. However, due to factors such as increased raw materials and labor costs, this year's profit level is basically the same as last year. Flat.
What makes the Pearl Furniture stand in front of the crisis without fear? It is reported that in response to the financial crisis, Mingzhu Furniture has made major adjustments in its business strategy.
First, from the conceptual innovation, the introduction of advanced machines. When the whole industry is warming up in the financial turmoil and reducing investment, the Pearl of the Pearl breaks the usual thinking and introduces a batch of nearly 50 million yuan, such as four-end edge banding machine, eleven rows + twelve rows of diamonds, and CNC machining centers. The world's advanced high-end production equipment.
Second, technological innovation, thinking out of the wood to make furniture. The reason why Pocket Pearl can always maintain the leading position in the industry, with the words of Wang Jianbin, the president of the group, is that the three “non-stop†means: “continuously develop and design new products, constantly innovate production technology and technology, and constantly improve management level and efficiency. "Pearl Pearl has always insisted on the innovation throughout the whole process of production and management. As early as 9 years ago, the Pearl of the Pearl has taken the pace of technological innovation in traditional furniture, and set up an independent product research and development center, investing thousands of R&D and design costs every year. 10,000 yuan; let thinking jump out of the wood, advocate from the perspective of consumers to understand life, from a professional perspective to research and development, design - let the wood speak! The results of long-term research have been gratifying: So far, Pocket Pearl has owned thousands of national patents, and the average annual design and development of new products exceeds 400.
Third, marketing innovation creates the legend of the furniture industry. In the past three years, the Pearl of the Pearl has become the marketing model for active door-to-door sales with its innovative courage and traditional customer-to-door sales model. This has caused the sales of the Pearl Furniture in the furniture industry to be generally depressed, and the sales revenue has increased by nearly 50%. In 2008, Pocket Pearl launched a series of activities in the “Red China·Decision Terminal†living museums throughout the country. One month before the opening of the living hall, the branch sales team worked with the dealers to develop a thorough and unique market operation plan. Based on the unified image of the store sales model, the company will strengthen the terminal to promote resources and promotion methods to help dealers to comprehensively improve sales and bring more value experience to end consumers. At the same time, it will strengthen the promotion of terminal peripherals and improve market penetration.
Fourth, fully implement world-class ERP projects. In response to the increasingly fierce competition under the financial crisis, as well as the diversification of product quality and service, the end-user response to customers, the timeliness of orders and product and service capabilities. The Pearl Group is increasingly aware of the need for informatization to achieve long-term sustainable development. In September 2008, Mingzhu Group cooperated with IBM to implement the ERP project. The successful implementation of the project will help Mingzhu Furniture to develop and innovate its business, accelerate market response, comprehensively optimize business processes and organizational structure, and help enterprises achieve meticulous and scientific Management, support the rapid and sustained development of the company, thus laying a firm and strong foundation for its peak in the furniture industry.
The financial crisis is both a danger and an opportunity. Rather than the impact of the current financial crisis on the furniture industry in Chengdu, it is better to say that the financial crisis has led to some problems such as lack of brand, imitation plagiarism, low-cost homogenous competition accumulated in the industry, which is the result of the entire Chengdu furniture industry. Integration is not a good thing. After years of rapid growth in the market, it is necessary to make some precipitation and reflection. Consumers will also reflect on consumer behavior. Enterprises pay more attention to brand, service, quality and cost performance. Some enterprises will be eliminated, market share will be redistributed, the share of brand enterprises will become larger, and it will bring opportunities for enterprises to grow bigger and stronger, and the Pearl of the Pearl is fully prepared to seize this opportunity. With this preparation, there is also this strength.
Exploring the reasons, first, Chengdu furniture is the hegemon of the second and third-tier markets. In this crisis, the market has shrunk the most in the first-tier cities; second, due to limited exports, it has little impact on Chengdu furniture companies. Chengdu furniture companies have always been out of disadvantage in terms of exports. When the financial turmoil struck, the inferiority of the past turned into an advantage.
Among them, taking the typical furniture of the Chengdu furniture industry as an example, in the face of the crisis, the company is full of confidence and fearless. In 2009, it was the first to win. Up to now, this year's sales have averaged 160 million yuan per month, and the market share has reached 1.25%. The sales volume has continued to increase by more than 30% year-on-year. However, due to factors such as increased raw materials and labor costs, this year's profit level is basically the same as last year. Flat.
What makes the Pearl Furniture stand in front of the crisis without fear? It is reported that in response to the financial crisis, Mingzhu Furniture has made major adjustments in its business strategy.
First, from the conceptual innovation, the introduction of advanced machines. When the whole industry is warming up in the financial turmoil and reducing investment, the Pearl of the Pearl breaks the usual thinking and introduces a batch of nearly 50 million yuan, such as four-end edge banding machine, eleven rows + twelve rows of diamonds, and CNC machining centers. The world's advanced high-end production equipment.
Second, technological innovation, thinking out of the wood to make furniture. The reason why Pocket Pearl can always maintain the leading position in the industry, with the words of Wang Jianbin, the president of the group, is that the three “non-stop†means: “continuously develop and design new products, constantly innovate production technology and technology, and constantly improve management level and efficiency. "Pearl Pearl has always insisted on the innovation throughout the whole process of production and management. As early as 9 years ago, the Pearl of the Pearl has taken the pace of technological innovation in traditional furniture, and set up an independent product research and development center, investing thousands of R&D and design costs every year. 10,000 yuan; let thinking jump out of the wood, advocate from the perspective of consumers to understand life, from a professional perspective to research and development, design - let the wood speak! The results of long-term research have been gratifying: So far, Pocket Pearl has owned thousands of national patents, and the average annual design and development of new products exceeds 400.
Third, marketing innovation creates the legend of the furniture industry. In the past three years, the Pearl of the Pearl has become the marketing model for active door-to-door sales with its innovative courage and traditional customer-to-door sales model. This has caused the sales of the Pearl Furniture in the furniture industry to be generally depressed, and the sales revenue has increased by nearly 50%. In 2008, Pocket Pearl launched a series of activities in the “Red China·Decision Terminal†living museums throughout the country. One month before the opening of the living hall, the branch sales team worked with the dealers to develop a thorough and unique market operation plan. Based on the unified image of the store sales model, the company will strengthen the terminal to promote resources and promotion methods to help dealers to comprehensively improve sales and bring more value experience to end consumers. At the same time, it will strengthen the promotion of terminal peripherals and improve market penetration.
Fourth, fully implement world-class ERP projects. In response to the increasingly fierce competition under the financial crisis, as well as the diversification of product quality and service, the end-user response to customers, the timeliness of orders and product and service capabilities. The Pearl Group is increasingly aware of the need for informatization to achieve long-term sustainable development. In September 2008, Mingzhu Group cooperated with IBM to implement the ERP project. The successful implementation of the project will help Mingzhu Furniture to develop and innovate its business, accelerate market response, comprehensively optimize business processes and organizational structure, and help enterprises achieve meticulous and scientific Management, support the rapid and sustained development of the company, thus laying a firm and strong foundation for its peak in the furniture industry.
The financial crisis is both a danger and an opportunity. Rather than the impact of the current financial crisis on the furniture industry in Chengdu, it is better to say that the financial crisis has led to some problems such as lack of brand, imitation plagiarism, low-cost homogenous competition accumulated in the industry, which is the result of the entire Chengdu furniture industry. Integration is not a good thing. After years of rapid growth in the market, it is necessary to make some precipitation and reflection. Consumers will also reflect on consumer behavior. Enterprises pay more attention to brand, service, quality and cost performance. Some enterprises will be eliminated, market share will be redistributed, the share of brand enterprises will become larger, and it will bring opportunities for enterprises to grow bigger and stronger, and the Pearl of the Pearl is fully prepared to seize this opportunity. With this preparation, there is also this strength.
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