Under the current economic situation, Shenzhen furniture brands, which have always been based on the first-tier market, voluntarily put down their postures and want to enter the broader county economic region; on the other hand, Sichuan furniture companies that have established a firm foothold in the second- and third-tier markets want to By entering the first-tier cities across the country, to achieve a comprehensive upgrade of products and brands. On May 23, 2009, the Shenzhen Furniture Industry Association, the Sichuan Furniture Chamber of Commerce, and the Chengdu Furniture Industry Chamber of Commerce held the "2009 China County Economy-oriented Furniture Market Strategic Forum" in Chengdu. Shenzhen and Sichuan furniture industry participants shared their respective Experience in dominant markets.
Channels and prices of Shenzhen brands going to the countryside are the biggest bottlenecks
At present, Sichuan furniture companies have great advantages in the second and third-tier markets, and their market share is staggering. According to industry sources, a Chengdu furniture company already has 50 marketing outlets in 70 counties in Guizhou Province. Shenzhen furniture companies struggle to find excellent distributors and marketing networks in the county market. Huang Huafa, executive director of Shenzhen Huayuanxuan Furniture Co., Ltd., said: "In the county seat, the Sichuan army has an absolute advantage. Their marketing methods and dealership relationships are difficult for other regional brands to achieve. And their dealer loyalty Very high, companies and distributors are very close. "
Sichuan Shuanghu furniture marketing director Zhang Siquan believes: "The channel is the dealer. I say that the dealer's loyalty to the brand is built on two words, making money. As long as you don't make money, no fool will continue to be loyal." He pointed out that Shenzhen All companies have to do is to find ways for dealers to make money. Specifically, it is necessary to support dealers and guide them on how to promote their products so that they can obtain greater profits.
In addition, Zhang Siquan said that when Guangdong furniture goes to the secondary and tertiary markets, product design and price positioning must also be reconsidered: "Do you have to stick to a Mercedes-Benz production chain in the tertiary market? Is it feasible to push the primary market in the secondary and tertiary markets? Consumers don't like products. All your things have to be changed. I don't want to think that every day shoes are shiny when I go to the countryside. "Zhang Siquan feels that Guangdong furniture companies currently pay attention to product quality and value profits too much. Without changing this point, it is difficult to adapt to the county market economy.
In this regard, Shenzhen furniture enterprises said that Shenzhen enterprises go to the countryside not to compete for the share of Sichuan furniture enterprises, so they will not lower their positioning. Hong Xiaoshan, vice president of Shenzhen Zuoyou Furniture Co., Ltd., pointed out: "(Now) consumers in the county have improved their quality of life and their needs have increased, so they need this kind of products (highly positioned products by Shenzhen enterprises), so our products do not Too many changes are tantamount to saying that we directly move the products we originally sold in the first-tier cities and second-tier cities to our county market to sell them, so that they can more easily buy the ideal products they think. "
Chengdu's home businesses not only need to "rename" to enter the city
Due to the impact of the financial crisis, Shenzhen companies are eager to go to the downstream market, and Sichuan furniture companies also have a sense of worry. Although they are currently occupying the second and third tier markets, Sichuan companies are also aware that in the long run, they should play a brand in the first-tier market. The first-line market has very high requirements for product quality and brand image. According to industry sources, Chuanpai Furniture's representative enterprises, Quanyou, Pocket Pearl, Shuanghu, etc., are currently actively developing high-end products to prepare for the first-tier market.
Chuanpai Furniture currently has a relatively low share of the high-end market. Even in the mid-end store in Chengdu and the Bayi Furniture City, its “boutiqueâ€, which is mainly high-end furniture, does not contain any Sichuan furniture. The industry believes that to enter the first-line market, especially the high-end market, Chuanpai furniture needs to be fully upgraded.
Shuanghu Furniture Zhang Siquan talked about the fact that when he went to Shanghai's Red Star Macalline to discuss cooperation, the other party thought that its brand name was too native, and asked it to change its name, such as taking an English name. In addition, the homogenization of furniture products of Sichuan enterprises is very high. Zhang Jun, general manager of Sichuan South Furniture Co., Ltd. pointed out: There are more than 3,000 furniture companies in Sichuan, but the product style, material and technical homogeneity are very high. If you do n’t put it in your own store, no one will know your products. This is unthinkable for the high-end furniture market. Of course, name and self-positioning are only one-level issues. Chuanpai furniture companies also lack a systematic understanding of current front-line market strategies.
Hong Xiaoshan, vice president of Shenzhen Left & Right Furniture Co., Ltd. pointed out: To make high-end products, the number of stores should be small and precise; in addition, channel selection is very important. He pointed out: "For example, in Shenzhen, there is definitely no problem entering a hundred years. If you do not enter a hundred years and enter other shopping malls, it will be difficult to obtain the most suitable customer resources; if you do not enter the Red Star in Beijing, you will not get the best customers. Because they are facing specific mid-to-high-end consumer groups in channel positioning, advertising services, etc., your positioning can match you; if the brand does not match the positioning of the store, for example, if you enter other malls in first-tier cities, you say I have also entered a first-tier city, but that ’s just a name, and it ’s not helpful to narrow the distance between consumers and brands and products in the first-tier market. In addition, the number of stores, if you just want to build momentum, do n’t want to make money, It ’s no problem to open a few more stores; but if you think about the benefits, usually if you do n’t do it yourself and the dealer does it, I think it should be less and precise. If you can open one store, do n’t open two stores. â€
Huang Jinfa emphasized that in the first-line market, dealers must choose the strongest. "Unless you have this marketing capability yourself, like the Meikemeijia." The dealer's own ability is average, and it may have little effect when the business is good; but when the market situation is not good, the dealer's ability is very important. Too.
Conclusion:
Industry insiders believe that whether it is a Sichuan enterprise or a Shenzhen enterprise, the future path and value of the furniture industry should be reflected in the development and innovation of terminal products. And in order to gain respect in the terminal, the brand status of the terminal is particularly important.
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