China's furniture industry is gradually diverging from the unification of the world to three forces to compete in the Central Plains today, the formation of the overall pattern of tomorrow's three-point world will be the general trend. If we look at the Chinese furniture industry with a three-point view of the overall situation, many seemingly contradictory data can be understood, and it is basically possible to see the general trend.
The figures released by the National Bureau of Statistics show that the retail sales of furniture in the first half of the year reached 107.8 billion yuan, an increase of 16.5% over the same period last year.
This growth rate is very different from the actual feelings of furniture manufacturers and retail companies. Is the statistics wrong?
How to correctly view the current situation of the Chinese furniture industry is the confusion of many furniture people.
Based on long-term observation, the author draws a bold conclusion: China's furniture industry is gradually diverging from the unification of the world to three forces to compete in the Central Plains today, the formation of the overall pattern of tomorrow's three-point world will be the trend of the times, it is difficult to avoid.
If we look at the Chinese furniture industry with a three-point view of the overall situation, many seemingly contradictory data can be understood, so that we can basically see the general trend and know the future. The participants in each market can understand their position and look for it. In the direction of advancement and retreat.
1. The market share of enterprises operating in the traditional mode has dropped sharply.
At present, the main pressure is the enterprises engaged in the production and sales of traditional furniture. These enterprises do not involve the custom furniture business, nor do they engage in online sales business. They still use traditional ground marketing as their main marketing model.
The traditional production and marketing model has many competitors, strong strength, and various operating expenses are gradually rising. At the same time, the market share has been squeezed by custom furniture and online sales of furniture, and operating profits have been eroded, and the days have become increasingly difficult.
According to the National Building Materials Home Furnishings Index (BHI) in May, the sales of home building materials above designated size in the country was 93.32 billion yuan in May, down 14.51% year-on-year. Cumulative sales for the first five months were 406.2 billion yuan, down 4.82% year-on-year.
The decline in the operating volume of physical stores is not inconsistent with the sharp increase in the total amount of furniture sales nationwide. The huge difference here is actually flowing into the pockets of custom furniture companies and online sales furniture companies.
The total sales volume of physical stores declined, and the pressure on the competition subject was enormous. Of course, some well-known furniture companies have performed well against the trend, but this does not mean that the overall market advantage of the physical stores is growing. On the contrary, the traditional business model is gradually declining, this is a reality that cannot be ignored.
2, custom furniture such as the day
Custom furniture has become a well-recognized market hotspot, but there are not many companies that can really achieve economies of scale from custom furniture.
If traditional furniture companies want to get a piece of cake from the heat of custom furniture, they must carry out large-scale equipment transformation, production process re-engineering, and even major transformation of the sales side, which is a major test for enterprises accustomed to the traditional business model. . And some enterprises lacking financial resources can only hope that such a transformation can be sighed.
What really benefits the scale of custom furniture is that some of the companies that have been engaged in the manufacture of custom furniture since the beginning of the factory, and they are not traditional furniture companies, it is difficult to integrate into the traditional furniture circle. Most of them are classified as building materials companies.
In fact, it is not only these large-scale “building materials companies†that occupy the market share of customized furniture in the market, but also many decoration companies even decorate the guerrillas.
Nowadays, the plate market is very developed. Even if two decoration workers can buy the well-sealed plates on the market, they can create beautiful, practical and durable cabinets, wardrobes and bookshelves in the residents' homes quickly and well. ,table.
These custom-made furniture, which are completely inaccessible to statistical data, are spreading on a large scale in the homes of ordinary Chinese residents. No wonder many furniture salesmen sigh privately: Nowadays, people don’t need to go to the furniture store to buy furniture. They only need to buy a set of sofas and a bed at most. Other decoration workers can help them all. Can make full use of every inch of space in the home.
In fact, custom furniture not only has a market in low-end consumer families, but also in high-end consumers. Many high-end consumers have handed over their own room space design to the designer who can speak and talk, and the furniture consumption has also been influenced by the designer. This is another type of "custom furniture". Some high-end furniture sellers need to pay agency fees to the designer to expand sales, the crux of the problem is here.
3, network sales are tender but vigorous
The impact of online sales on the furniture industry is unavoidable. According to the statistics of the National Bureau of Statistics, in the first half of this year, the national online retail sales amounted to 1,465.9 billion yuan, a year-on-year increase of 39.1%.
Online sales are a blue ocean for traditional sellers who want to get out of trouble. However, online sales also have various difficulties: consumers can not experience, it is difficult to deal; installation is difficult; transportation links are easy to cause damage; after-sales service is difficult to guarantee.
The problems of online sales have caused many companies to retreat. However, if online sales is a major sales model in the future, it will be difficult to solve problems. It will become a helpless choice for many practitioners, and any difficulties are actually overcome.
The immature and vibrant online sales are increasingly becoming a powerful industrial force, and online sales cannot be avoided.
The rapid growth of online sales, and the reality that physical sales are shrinking, is a good indication of the way forward. If the ostrich strategy is also implemented, if the online sales are ignored, it is likely to be swallowed up by the trend of the times.
At the moment, some companies accustomed to the traditional model have completed the complete transformation of online and offline double-line sales, and achieved rapid sales growth; other traditional enterprises are undergoing large-scale integration of online and offline sales, trying not to At the same time as losing the offline performance, we completed the development of online sales. These are the right choices for active, promising and forward-looking companies.
Traditional physical store sales, customized sales, and online sales will become the main market forces of the Chinese furniture industry in the future. The market share will be divided among the three. Powerful traditional furniture companies have turned themselves into physical store sales, custom furniture suppliers, and some powerful traditional companies have turned themselves into physical store sales, online sales suppliers, such cases have emerged. So far, the author has not seen a strong enterprise integrating physical sales, customized sales, and online sales.
Perhaps, because the general size of furniture companies is generally small, it determines that a company can do a good job by doing one thing. However, for weak competitors, it is crucial to see the general trend, avoid the fiercely competitive areas, and find another way to find a suitable living space.
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