For the Chinese furniture market, 2012 will not be the end of the world, but it will not be sunny. 2012 is a year of change in natural selection, and it is a crucial year for steady change and change. From the US subprime mortgage crisis in 2008 to the depreciation of the RMB in 2011, the export of raw materials has been artificially increased, and the export has been blocked due to external appreciation. The real estate market has restricted purchases and loans, and credit tightening has led to a tight capital chain... The market continues to be sluggish and the domestic property control policy is still not relaxed. All of these are clearly telling us the fact that the era of rapid development of the Chinese furniture industry is no longer, we are entering a new era of turntables. Q. Who is up and down in the Chinese furniture market in 2012? But watching the hundreds of battles, the tens of thousands of frosts are free. In recent years, with the rapid development of China's economy and the outbreak of the real estate industry in recent years, the furniture industry has completed the development path of foreign countries for decades in the rapid expansion of just over a decade. In 2004, China exported 129 million pieces of wooden furniture; in 2005, it reached 149 million pieces, an increase of 16%. By 2006, despite the unsettled market for wood products, China exported 173 million pieces of wooden furniture, compared with 2005. Still increased by 16%. This series of figures shows that the glory of the Chinese furniture industry has also earned us the reputation of being the world's largest manufacturing country and the world's number one exporter. However, these glory is only the past. At present, the Chinese furniture industry is at a critical moment of development. It has embarked on a new journey after the growth of a brand. On this road, opportunities and challenges coexist. The economic situation in 2012 is macroscopically: the Central Economic Work Conference was held in Beijing from December 12 to 14. The meeting held that since the beginning of this year, the world economic growth has slowed down, the growth rate of international trade has declined, the international financial market has been violently turbulent, and various risks have increased significantly. Looking forward to next year, the world economic situation will still be extremely severe and complex, and the uncertainty of instability in the recovery of the world economy will rise. Specifically analyzing the economic situation of the furniture industry in 2012, Premier Wen Jiabao clearly mentioned in the 2012 two-conference reporters that “prices are still far from returning to reasonable pricesâ€, which means that property control policies will not be relaxed in 2012. The so-called lip-tooth cold, the real estate industry has been struggling, not to mention the furniture industry? The over-street area, the excessive number of enterprises, the overall overcapacity problems have been highlighted last year. In 2012, whether in the real estate industry or the furniture industry, the future market is still there, but the overall high-speed growth has truly become a “past styleâ€. Then, in the face of the situation of internal and external difficulties, how should the furniture industry pursue new industrial growth points? The heroes will compete, and who will eventually die? In 2012, will the Mayan prophecy really become a word? The so-called crisis is dangerous. At present, enterprises should re-examine the business environment such as the macroeconomic trend, the development trend of the furniture industry, and the actual situation of the enterprise itself, estimate the worst possible and best results, re-adjust the development strategy and adapt to the current situation. . The author believes that in 2012 China's furniture market will present the following major trends: Environmentally-friendly furniture: consumption determines the market environmentally-friendly furniture refers to those based on the ecological industry, the rational development and utilization of natural materials can meet the specific needs of users. Furniture that is good for the user's health and has a high cultural heritage and technological content. It contains several layers of meaning: First, the furniture itself is non-polluting and non-toxic; second, it must have high artistic connotation and aesthetic function, echo with the interior design, create a harmonious and beautiful home office environment; third, easy to recycle, handle, Reuse, when the furniture is no longer used for processing, it will not pollute the environment. With the improvement of economic living standards, people pay more and more attention to the impact of decoration on health. Taste green home life has become the consensus of more and more people. According to statistics, more than one-third of people's lives are spent at home, and the home is everyone's soul harbor. Everyone is eager to have a warm home, to listen to songs, read books, taste, and keep their eyes closed. Nowadays, people have made a brand-new transformation and breakthrough in the concept of furniture consumption. From the past functional pursuit to the individualized and fashionable enjoyment and appreciation. Furniture is not just a pure use of tools, but people also give it the pursuit of fashion, publicity, enjoy life, appreciate the world. The so-called consumption determines the market. It can be predicted that the future furniture will be inseparable from the green ring. In the future, the furniture must solve the problem of free formaldehyde present in the bonding and painting process and the harmful chemical substances harmful to the human body. At the same time, it must consider its recycling and reuse at the beginning of the design. A good design is a prerequisite for environmentally friendly furniture. Cross-border marketing: Effective marketing wins the market in 2012, and effective marketing is the key to winning the industry. The Chinese furniture industry has experienced decades of development, and furniture traders have also experienced a shift from the spread of goods to the role of brand promoters. Furniture marketing also goes from pure product marketing to brand marketing. However, due to the characteristics of its own industry, the furniture industry inevitably has a serious phenomenon of homogenization of products. How to achieve effective marketing, truly transforming from industry brand to consumer brand is a big problem in front of furniture people. In 2011, H&M and the luxury brand Versace launched the versace for hm to create a new sales myth, and let more people see the magic and hope of “cross-border marketingâ€. “Cross-border†represents a fusion of a new attitude towards life and aesthetics. The biggest benefit of cross-border cooperation for the brand is to let the original irrelevant elements blend with each other to give the brand a sense of depth and depth. The essence of cross-border marketing is to realize multiple brands to interpret the same user characteristics from different angles. Cross-border marketing through the mutual penetration and mutual integration between industry and industry, the mutual opposition and mutual interpretation between brands and brands, realizes the brand from plane to three-dimensional, from the surface to the depth, from passive acceptance to active recognition, by The visual and auditory experience experiences the transformation of Lenovo, which makes the overall brand image and brand association of the company more tense, which is beneficial to both partners, so that their respective brands are consistently recognized in the target consumer groups, thus changing the brand under the traditional marketing model. Individual soldier combat is vulnerable to the influence of external competitive brands and weakens the penetrating power and influence of the brand. At the same time, it also solves the problem of the integration of brands and consumers. Therefore, in recent years, more and more people have recognized it in the marketing industry and actively put it into practice. For the furniture industry, successful cross-border marketing can deepen consumers' brand impression of a product through the complement of multiple brands, minimizing the disruptive effect of similar brands, helping companies from industry brands to consumer brands. The transition plays a key role. Therefore, in 2012, just the right cross-border marketing will create new myths for the company. Broaden channels: seize the second and third-tier market furniture industry after years of development, gradually form the Pearl River Delta, Yangtze River Delta, Bohai Rim, Northeast and West five major furniture industrial zones, the Pearl River Delta and the Yangtze River Delta are the two major industries with the largest output and the highest export volume The district, together with the Bohai Sea and the Northeast Industrial Zone, forms a distribution from the south to the north in the eastern coastal areas of China. The furniture export production enterprises and large-scale production enterprises in the four industrial zones are concentrated, which is the main area for supplying the Chinese market and furniture exports. The western furniture industry zone is mainly for the domestic market. Among them, the core location of the first-tier cities is a must for Chinese furniture brands, especially high-end brand furniture. However, looking at China's economic development, we have to pay attention to an objective fact: domestic first-tier cities are most restricted by the regulation of real estate, which directly affects the development of the furniture industry. The reduction in the volume of the house and the excessive area of ​​the store have brought unprecedented challenges to the development of the furniture industry in the first-tier cities. The so-called "Beihai is awkward, but it can be picked up; Dongpu has passed away, and sang is not late." The rise of second- and third-tier cities and even the emerging business circle of the fourth- and fifth-line markets has brought a new dawn to the development of the furniture industry. From a macroeconomic perspective, China's urbanization process has a long way to go, especially in the central and western regions and second- and third-tier cities. However, after the white-collar workers collectively “escaped†from the north and the north, the rapid rise of second- and third-tier cities in the past two or three years, and even the rapid maturity of the 1.5-line cities, many Chinese benchmark housing companies have opened up their own The second battlefield, advancing into the second and third tier cities at full speed. Today, second- and third-tier cities have become important profit growth points for many first-tier housing companies. Recently, Jones Lang LaSalle released the latest research report "China's Top 50 Emerging Cities" pointed out that as the growth rate of second- and third-tier cities is faster than that of first-tier cities, the balance of China's real estate market is tilting toward the top 50 emerging cities in China. The report believes that a new urban system is taking shape. Nine cities (Chengdu, Chongqing, Dalian, Hangzhou, Nanjing, Shenyang, Suzhou, Tianjin, and Wuhan) have emerged from the competition and become a 1.5-line city between the first and second lines. Analysts believe that after years of development in the first-tier cities, the market has been transferred from the city to the suburbs, and many of the housing companies' sales performance has shrunk due to the regulatory policies, and the capital chain has also tightened, while the second and third-tier cities have more room for future development than first-tier cities. Therefore, it has won the favor of many powerful developers. In the next few years, the development focus of housing enterprises is bound to shift to second- and third-tier cities. As a result, the great market potential of second- and third-tier cities has been widely concerned by major furniture companies, and the second and third-tier markets will become the new layout focus of furniture enterprises. For this market, we need to invest more experience in our company to study what styles and prices are most suitable for these consumers. China's creation: quality casts the brand In the past few decades of development, the Chinese furniture industry has experienced the first period of rapid development, mainly based on volume expansion; in the next five to ten years, the rapid development of the domestic economy, the people Under the background of steady improvement of living water and strong demand in the international market and the transfer of international furniture industry, the second high-speed development period will be ushered in. This period is mainly based on quantitative expansion, but mainly on quality improvement. However, in the past, we have been following the old path of “Made in Chinaâ€. There is a common weakness in the whole industry, that is, less originality, weak brand and lack of competitiveness. What China's wooden furniture industry needs now is to complete the transformation from "Made in China" to "Created in China." Chinese furniture companies must have their own brands. Only in this way can we form true glory. In 2012, original design is a trend of the times. How to build a brand is a proposition that every furniture company needs to think deeply. To truly achieve China's creation, there are two necessary conditions: one is to diligently explore their own culture, and the other is to attach importance to talent. First of all, the Chinese furniture industry often overlooks the long history of traditional Chinese furniture when it goes to foreign brands. The production of Chinese furniture can be traced back to the Neolithic Age, and it will shine in the Ming Dynasty, enter a glorious period, and occupy an important position in the history of world furniture. In the Qing Dynasty, the specific amount of the family increased, focusing on the carving and self-contained. We have our own furniture culture. What we need is more about excavating and innovating our own furniture culture than imitation and plagiarism. If there are more domestic furniture brands who are good at tapping their own cultural connotations and strive to improve the cultural heritage and added value of their own brands, they will have great advantages for the battle of the group in 2012. Secondly, in terms of the overall economic situation of the world, affected by the US debt crisis, the European and American markets are sluggish, and the demand in the Latin American market is strong. This is a chance for a big turnaround. In the future, the international furniture trade pattern will be rewritten, and the economic layout of the production and trade of furniture in various countries will be re-arranged. From now on, how to change the production mode of China's furniture industry and enterprises must be rethought: how to make China's furniture industry grow into a mature modern enterprise with a complete industrial chain, that is, it has independent design, independent brand and advanced production technology and In the industry of modern marketing system, in the international furniture trade, how to achieve the initiative to persuade and speak the right to speak on the marketing channel. Finally, as a labor-intensive industry, the furniture industry has paid less attention to talent for a long time. Now with the line
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