It is worth noting that because the consumption level of the third- and fourth-tier markets and the purchasing power of residents are relatively low, the first-line brands that are accustomed to killing in the first- and second-tier markets will have doubts. Even some enterprises think that entering the third- and fourth-tier markets will lower themselves. The brand value has become low-end. Therefore, it is very important to develop and launch products suitable for market demand for the third- and fourth-tier markets.
In Beijing, including the Horizon, Jin Qitai and the world famous brands American American Standard, Swedish Baili, Italian Bee and other brand furniture, gathered in a villa building, luxury homes, hotels, apartments and other world famous home building materials products building materials decoration building It will form the first cooperative and interactive store marketing alliance in Beijing, and will be sold to Beijing high-end real estate, villas and other target projects with the power of collective packaging. After the establishment of the alliance, on the one hand, it established close cooperation with high-end real estate developers and decoration companies to organize manufacturers to launch on-site promotion activities in high-end real estate; on the other hand, actively use online sales channels to seek more and better project orders.
In addition to the “bringing warmth†approach in the domestic furniture market, segmentation of the market and gradual entry have played a positive role in the furniture companies' passing through the crisis.
Children's furniture market has become a "gold mine"
Compared with the sluggish export market, in recent years, with the rapid development of China's economy, people's quality of life has begun to increase substantially. In many families, parents are increasingly investing in children's rooms for children, and children's furniture is “popular†in the market. At present, I love my family, more love, colorful life and other furniture products have become well-known brands in the market. Some traditional furniture companies have also keenly discovered the huge business opportunities in the children's furniture market. Qumei, Yifeng, Red Apple, Totem Baojia and other brands have successively tested children's furniture products. During the Children's Day of the June 1st, Qumei launched the youth furniture, whose professional design and quality are not inferior to the professional children's furniture brand. Totem Baojia spared no expense to launch the children's furniture brand “Tutu Jiajia†and opened the first children's furniture experience store in Beijing. In addition, Italian style brands such as Italian style and red apples have gradually attached importance to the production and promotion of children's furniture products.
"Children's furniture" sales are optimistic about grabbing the market share of furniture
According to market research, at present, there are more than 300 million children under the age of 16 in China, accounting for about 1/4 of the national population. With the gradual emphasis on the decoration of children's rooms, the development potential of the children's furniture market is huge. According to Zhu Changling, vice chairman of the China Furniture Association, children's furniture started in the late 1990s and has occupied 10% of the domestic furniture market in 10 years, and has derived independent furniture categories.
The biggest advantage of children's furniture is that it is not directly affected by the real estate market, but grows with the birth of children. In addition, the audience of children's furniture spans a large age, from 0 to 18 years old children can use, and the purchasing power comes from 35 to 45 years old, with a certain economic strength of the consumer group. Therefore, the children's furniture market has become an attractive "cake" for furniture companies to compete for.
Despite the unlimited business opportunities in the children's furniture market, factors such as lack of relevant standards, high production costs, and irregular management have become a stumbling block to the rapid development of the industry. At present, there is no professional and targeted research institution in the children's furniture industry, and the corresponding industry standards are still being formulated. Compared with ordinary furniture, children's furniture is only small in size, the production process is not reduced, and it has higher requirements in production technology, safety and environmental protection. At the same time, the scale of children's furniture production must fully consider the physiological and psychological needs of children, and reduce the design of sharp corners and pits. It is best to grow with children.
Therefore, there is no standard and policy that can be relied upon for the development, production and sales of children's furniture. This is also the constraint of market development.
Custom furniture has been popular, and the middle and low-end working class will find artisans to “follow furniture†at home. The picture is cheap. Nowadays, the overall custom furniture trend has also appeared in the white-collar workers. The personality, fashion, time-saving and labor-saving of customized furniture have gradually conquered more consumer groups. With the increasing demand for furniture customization, a number of enterprises specializing in custom furniture should be on the market. A large number of cabinets and wardrobe enterprises, such as Hao Laike and Dinggu, have entered the ranks of custom furniture.
The industry believes that in 2001, custom furniture has appeared in the domestic market. At present, custom furniture accounts for about 10% of the entire furniture market. As a new thing, its development space is still very large. At present, the finished furniture on the market has become more and more difficult to meet the needs of modern people for the home space due to factors such as style and size restrictions and difficulty in integrating into the overall decoration style. While the overall furniture customization method solves these contradictions, it can make better use of the space and pay attention to the practicality and space utilization of the furniture. At the same time, custom furniture is more easily grasped by consumers in terms of environmental requirements.
Therefore, the custom furniture has gradually become hot in the market, especially the pursuit of the 80-seat consumer group pursuing individual life. Under such circumstances, the European cabinets, which started as custom cabinets, also joined the ranks of custom furniture this year. Sophia, which started with custom wardrobes, also got involved in the customization of various furniture such as TV cabinets and lockers.
According to industry insiders, there are fewer merchants who have been making custom furniture, because production and sales are difficult to be compatible. In recent years, many companies that produce finished cabinets and wardrobes have adopted a custom furniture model, which makes custom furniture avoid the limitations of traditional furniture product selection, and can concentrate on the design style of the same brand, making the furniture color, material, shape and other aspects highly Coordination can also avoid the waste of money and resources caused by consumers to buy together furniture, thus saving costs.
Judging from the current market situation, the furniture store does not have a special area for custom furniture. The market for custom furniture is still in a state of fragmentation. Many small furniture factories offer customized services, mainly to change the size of the furniture. This also provides an excellent opportunity for more professional and powerful furniture companies to enter.
In the past, most brand furniture companies have adopted Beijing, Shanghai, Shenyang and Qingdao as first- and second-tier cities as market development priorities. However, from the recent market sales situation, since 2009, the domestic furniture market sales have dropped by 35%, and the sales of stores in Shanghai and Beijing have been shrinking. On the contrary, the sales in the third and fourth grades are getting more and more popular.
At present, there are about 150 million households in the third- and fourth-tier markets represented by prefecture-level cities and some economically developed counties and cities. According to relevant market surveys, if the demand for these households is calculated at 30%, the market capacity will reach 150 billion. yuan. And as the income level of these urban residents increases, the purchasing power will also rise. Driven by the accelerating urbanization process, the potential of the third- and fourth-tier markets is gradually turning into real purchasing power.
As a result, more and more furniture companies have “put down their bodies†and regard the third- and fourth-tier markets as strategic growth points. Sichuan furniture enterprises represented by Quanyou, Shuanghu, and Pearl of the Year have passed the market cultivation for many years and have gained high brand recognition and market share in the third and fourth grade markets. However, at present, the market in the third and fourth grades is still in a state of development, and there are not many well-known brands that actually enter this level of market, so the competition is relatively weak.
It is worth noting that because the consumption level of the third- and fourth-tier markets and the purchasing power of residents are relatively low, the first-line brands that are accustomed to killing in the first- and second-tier markets will have doubts. Even some enterprises think that entering the third- and fourth-tier markets will lower themselves. The brand value has become low-end. Therefore, it is very important to develop and launch products suitable for market demand for the third- and fourth-tier markets.
In terms of logistics and after-sales service, the relatively scattered market in the third and fourth grades may lead to higher cost and quality decline. Therefore, furniture companies should analyze the market through data on local income, population, and real estate market conditions. In the product manufacturing process to ensure quality, reduce the risk of product loss due to remote, multiple transportation, non-standard use, reduce the return and repair rate, thereby reducing costs and increasing profits.
In addition, in the sales channels, because the third- and fourth-tier markets are distributed in a dotted manner throughout the country, the market capacity of a single regional market is small, and the levels are different, the management scope is large and the difficulty is high. For the first-line brands, it is necessary to change the business ideas. Establish an in-depth marketing system for regional rolling development, establish a benchmarking market, and take advantage of the scale effect. At the same time, it is also very important to strengthen the promotion of regional brands. It is necessary to strengthen the refined marketing services of regional market channel terminals, including channel integration, regional market layout, marketing strategy, terminal maintenance, shopping guide management, terminal display, information feedback and so on. At the same time, due to the weak brand awareness of the third- and fourth-tier cities, the quality of the terminal shopping guide largely determines the sales volume of the products. Therefore, it is especially important to strengthen the training supervision of terminal shopping guides.
For more information, please stay tuned to http:// Xianghe Furniture City official website
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