There is no compelling "show-head" in the fast-moving consumer industry, no "brows and whistles" of the luxury industry facing high-end consumer groups, no "full-time escort" of the construction machinery industry for group customers, and no IT industry from "burning money" to The “burning people†confusion, as well as the quasi-oligopoly pattern and fierce profit pressure after the fierce competition in the home appliance industry-the furniture industry has been secretly making money, silently producing, domestic sales and exports, and it seems to be very moist.
The rapid development of China's furniture industry, especially after nearly ten years of rapid expansion, has gone through decades of development abroad. China's furniture industry, which has maintained rapid growth, has enjoyed many reputations as the world's largest manufacturing country and the world's largest exporter. China's furniture industry has therefore enjoyed the huge material achievements that it is proud of. However, China's furniture industry is an industry dominated by private economy. The foundation and development speed of late start, weak capital strength and low industrial level are becoming more and more uncoordinated, resulting in 8 major monsters in this industry:
The first blame : the average education of the furniture industry boss in China does not exceed that of high school, but it has created an annual output value of 600-700 billion. The position of the furniture industry in the national economy is becoming more and more important, but because the cultural quality of the employees in the entire industry is relatively low, it is called the industry of "artisan upstart".
The second blame : full of temptations and "micro" profitability. The era of low profit in the furniture industry has arrived. After the financial turmoil, once real estate has calmed down, the total demand for furniture will enter a stage of slow growth. Rising raw materials, rising labor costs, rising channel costs and soaring export costs are all testing the profit margin of the furniture industry.
The third blame : the entry barrier is not high, but it is not easy to sit on the fortune boat. From the craftsman to the factory, it seems not difficult, as long as it is a little idle, but when money is not a problem and other problems, it is an extravagance to want to sit on the fortune boat. How to differentiate products? How to build a brand? How to channel innovation? How is management scientific and effective?
The fourth blame : production, export, foreign exchange earning, but it is difficult to get the attention of international capital. There are few listings in the furniture industry and fewer venture capital investments. Does this industry need capital entry? Obviously not.
Fifth blame : The furniture industry is most prone to "copying homework". I can't sell you but I copy you, but I don't learn advanced branding strategies.
The sixth blame : marketing channels are single, led by channel vendors, and channel innovation is the weakest of all industries.
Seventh strange : Furniture owners usually have money to buy Mercedes-Benz BMW, but no money to buy pair of glasses (myopia, lack of social responsibility and ideals; short-sightedness, lack of strategic vision).
The eighth blame : Furniture is closely related to the lives of residents, but there are few brands that are familiar to people; the brand awareness and low level of communication in this industry are surprising, and it is extremely disproportionate to its position in the national economy.
The fatal thing is that the furniture industry practitioners, especially the operators, have been surprised by these phenomena.
You said that his overall cultural level is not high, but he feels that this is rather proud, just witnessing his ability. You said that they copied the homework. If he said that you didn't copy it, someone would copy it naturally. And once you do your own homework, it may not be easier to get praise from the teacher (consumer) than the copy. You said that they were craftsmen, he said that as long as the craftsman made money, the engineer who did not make money would also be in vain. You said that their brand awareness is backward, and marketing is low-level. He said, do n’t tell me about marketing, I can just sell it (this is actually very accurate). You said they were short-sighted, he said that wearing glasses is basically kicking (IT) ...
The "eight monsters" are not strange, and have become the biggest resistance of the industry.
Objectively speaking, furniture industry operators have unique insights and business ideas about this industry, which is the basis for their success. However, after the industry has developed to a certain extent, it is still conventionally believed that some abnormal phenomena are normal, without giving enough attention, not learning the cash practices of other industries, and not introducing new thinking and new methods, which will be very dangerous.
"Eight Big Monsters" is not strange, it means that the industry operators have gradually satisfied with the status quo, and is bound by inertial thinking; "Eight Big Monsters" is strange, it means that the industry operators have lost the desire and ability to learn; "It's not strange, it shows that operators in this industry rarely have the strategy and vision to be a century-old brand.
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