According to relevant literature, for many years, the development model of the Chinese furniture industry has been point-and-face—first in Dongguan, Shunde in southern China, Wenzhou in eastern China, Chengdu in southwest China, and Xianghe in North China, etc., growing in the form of dots. Then radiation drove the development of surrounding areas and strengthened the entire industrial chain. Therefore, the entire industry has formed certain commonalities, such as: early development, strong manufacturing capacity, and relatively complete industrial chain. The situation of China's furniture industry is similar to that of other manufacturing industries in China-its prosperity is also foreign trade, and its difficulties are also foreign trade; it relies on low-cost labor to process samples and grow rapidly. But for this reason, the entire industry has formed a common weakness: less originality, weak brands, and a single channel.

In addition, in the process of upgrading and transformation, labor shortage, rising wages, and appreciation of the renminbi ... Under the pressure of many pressures, how can the traditional Chinese furniture industry get rid of difficulties and break through bottlenecks? These are perhaps the propositions that every Chinese furniture company needs to think deeply about. We must rethink and understand the future from a whole new height.

1. R & D is the heart

The first priority is to strengthen R & D functions, which include three aspects:

First, the originality of the design. Everyone knows that the furniture industry is a typical labor-intensive enterprise, and some production links have low technical content, and the appearance design is easily copied. Moreover, some plagiarists are playing tricks like "the gods are not like" or "the shape is not like", and the protection of intellectual property rights is difficult to implement. Therefore, companies are reluctant to invest too much in research and development, and always feel that they are "making wedding dresses for others." In some industry forums and peak gatherings, everyone is also shouting for originality, but the thunder is loud and the rain is small. It is said that this consequence led the organizers to refuse Chinese furniture companies to participate in international exhibitions such as the Milan Furniture Fair, which was chilling.

However, a truly visionary and far-sighted enterprise will not stop doing original development because of fear of being copied. If you do original development and someone else copies you, you inadvertently become the leader of the industry and the maker of the trend. Imagine if one day, when the world takes China's original products as the trend and is used for reference and imitation, we can proudly say: "China's furniture industry is really up!"

Second, research and development of new materials. The rapid development of technology has greatly expanded the use of furniture materials. Furniture materials are no longer a single wood, and stainless steel, aluminum alloy, iron wire, glass, marble, composite rattan and other materials are continuously added. It is foreseeable that with the development of technology, more new materials will be added to the furniture material chain in the future.

Third, research and development of new processes. On the map of the development of the world's furniture manufacturing industry, someone described a "British-American-Japanese-Taiwan-Mainland China" path, which is a typical "nomadic" road for low-end manufacturing. The reason for "nomadism" is because of the rise in "labor costs". Right now, our furniture companies are also facing this problem. How to do? Continue to "nomad"!

We should increase research and development of new processes and reduce our dependence on manpower. As for the method of R & D, some enterprises can build their own R & D institutions, and some can form cooperative relations with professional institutions to purchase services.

Second, the brand is the soul

Some people say that the core of investing in real estate is lot, lot, and finally lot; then, the core of product marketing is brand, brand, and finally brand.

What is the brand? Brand is a power, brand is a trust, brand is a value, and brand is a concept. Some people think that the brand is to take a name, draw a LOGO, and do some advertising. If it is so easy, there should be no more than a thousand people in China called "Li Bai", and there are hundreds! But why do we think of Li Bai when we think of only Li Bai who "the emperor can't call the ship", and only Li Bai who "looks up at the moon and looks down at his hometown"? This is the brand of Li Bai. Obviously, Li Bai's brand is erected by culture. The connotation of Li Bai is culture, and Li Bai has become the representative of Tang poetry, which is the power of culture.

What makes a product like a person is different. Products are man-made. Why people buy your products is because of your quality, because of your design, and because of your after-sales service, all of which are done by your people, and what your product delivers is your culture. However, at present, even some relatively well-known furniture companies in China are still in the initial stage of "name" and "promotion of names" in brand communication, and they are not clear what kind of culture and ideas they want to spread to consumers. By. Brand promotion methods are also very simple, basically limited to TV advertising, if facing the rural market, follow the old road of large areas to paint the outer walls.

In contrast, the home appliances, clothing, electronic products and other fast-moving consumer goods industries, its brand promotion tricks have long been eight immortals, sponsored events, sponsored public welfare activities, game development, placement of film and television, self-run activities and other promotional methods can not be said to emerge.

Although the furniture industry is different, many promotion methods can be used for reference.

One is to hold a conference on original innovations. A new piece of furniture that has been painstakingly and carefully designed by enterprise R & D personnel can choose a suitable time (such as a national and world exhibition) to hold a live press conference, which can not only attract people's attention, but also demonstrate the strength and brand influence of the enterprise. Spread the brand culture. Enterprises can launch new products according to their different opportunities, for example, in line with the natural concept of "spring, summer, autumn, winter", hold conferences at different listing times, make full use of the power of the media, and launch styles and colors that dominate the trend of the season. Concept furniture. This can not only strengthen the image of the industry's trend leader, but also promote the protection of intellectual property rights.

The second is to actively participate in large-scale public welfare activities and establish the concept of brand serving people.

The third is to participate in and be good at borrowing influential activities that are consistent with their own brand culture. For example, the theme of this year's World Expo is "Better City, Better Life." Home life is an important part of city life, and furniture is an indispensable part of it.

Of course, the above list is just a guide. Perhaps it is because the traditional furniture industry gives the impression of "not high technical content", resulting in a shortage of marketing and planning talents in the furniture industry, and some professional talents are mostly in the household appliances, electronics, automotive and other industries, rarely commit In the furniture industry.

Third, the mode is hands and feet

We must see that the furniture industry's future production model will undergo many changes.

Change one, changes in foreign trade orders. For a long period of time in the past, Chinese furniture companies that rely on order production seem to have "a very good life." Foreigners ordering one hundred thousand or even hundreds of thousands. However, the situation has gradually changed. In the past, orders for mass production of a single product (we call it "more quantity and less sample") are shrinking, while orders with less quantity but more styles (we call it "small quantity and variety") More and more, there are even dozens of products in one order, and each product only needs one or two sets. This will naturally greatly increase the production cost and difficulty of the enterprise.

Second, the export market is diverging. According to the degree of development of export target countries, export markets can also be divided into "rural markets" and "urban markets". Developed countries such as Europe, the United States, and Japan can be classified as urban markets, while markets in developing and less developed regions such as India and Africa can be classified as "rural markets." Buyers in the "rural market" will also maintain the same products and large orders for a period of time. However, in developed countries such as Europe and the United States, as in the past, the same product, the ordering pattern of hundreds of thousands or hundreds of thousands (sets) of the same product will gradually shrink and disappear, even if it exists, it must be an extremely low-end product. It is some products that our company's manufacturing cost can not take orders.

The above two situations will also appear in the Mainland China market. Personalization is the future direction. In the urban consumer group, this trend has already appeared in certain categories of furniture. For example, cabinets have been fully customized. As long as consumers choose the color and style, the manufacturer tailors it to the size and sends it to the consumer. Just install it, and achieve a greater personalization. Even individual companies are already testing custom-made complete sets of furniture. Although the road is long, some new models and ways can be explored in the process of progress.

Personalization is the inevitable only way in the future. This judgment is based on changes in consumer groups. The post-80s and post-90s officially joined the ranks of the consumer army. They are an information group, a network group, and a QQ generation. So, how can furniture companies integrate into the information age as much as possible.

"Make the company small, make the customers big" ("Light Company" by Li Li, Du Chen, a senior reporter in the IT industry). What is a light company? This book cites classic cases such as PPG. PPG, a little-known company that was born in 2007, sells shirts only on the Internet and call centers. In less than two years, its sales rushed to the top three in the domestic market. The "Youngor", the leader of the traditional shirt industry, achieved this result with hundreds of millions of investment and more than ten years of accumulation. Although PPG has failed due to various reasons, the model created by PPG has not been eliminated. The latecomers have learned their experience and lessons and are perfecting their model and surpassing it.

In June 2010, Geely Automobile announced that it will try to sell cars online. Before that, did anyone think that cars can be sold on "Taobao"? It can be said that whoever despise the network will be despised the future. The network has experienced ups and downs in the process of development, but this is a trend and a direction. If the direction is right, there is only the question of how to move forward, not the problem of not moving forward. The Internet is the master of the future world and an excellent comprehensive and comprehensive display platform for enterprises.

In short, for Chinese furniture companies, we should not be obsessed with the production staff of tens of thousands, but should pursue the advanced production line or not; do not be obsessed with how many hundreds of thousands of acres of factories have been built, but to promote the market The service is not complete enough; do n’t be obsessed with how much TV advertising costs, but rather to pursue whether the brand culture is accurate and powerful.

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