2 thoughts on “How to do a good job of market positioning in the furniture industry”
Terry
Analysis of the development status of the furniture industry Deeply revealed the industry situation The "three big mountains" in the furniture industry In recent years, furniture companies have generally encountered "three big mountains", namely "market icebergs, financing high mountains , Transformation of volcano. " In the face of high labor costs, high financing costs, high taxes and fees, high institutional transaction costs; low product quality, low technical standards, low brand recognition, low corporate integrity, etc., seriously restrict the competitiveness of China's furniture industry competitiveness. promote. The development of China's furniture industry has been developed to this day. The market is unpredictable, consumer demand is changing with each passing day, and the competition in the industry has risen. The industry changes caused by this are also one after another. Under this, only by recognizing the industry's development situation, furniture companies can better seize the opportunity and achieve corporate development goals. 2018 The latest statistics of the furniture industry market demand forecast and investment strategic planning analysis report released by the Foreign Furniture Industry Research Institute in the first half of 2018 shows that in June 2018, social consumer goods national consumer goods in the country in the country in China The total retail volume was 3084.2 billion yuan, an increase of 9.0%year -on -year (the actual increase in price factors increased by 7.0%. The following except special descriptions were the nominal growth). From January to June, the total retail sales of social consumer goods was 18001.8 billion yuan, a year-on-year increase of 9.4%. Among them, the retail sales of consumer goods above the limit of 6993.8 billion yuan, an increase of 7.5%. It, from the perspective of furniture retail, in June 2018, furniture retail sales reached 21.3 billion yuan, an increase of 15%compared with the same period last year. From January to June 2018, the national furniture retail sales reached 105.3 billion yuan, an increase of 10.1%year-on-year. The analysis of the top ten development status of the furniture industry Therefore, more and more industry people often make some unique industry situation analysis based on industry development and changes. But despite this, not all furniture people can understand the current status of the furniture industry today. 1. The furniture industry is thinner than the blade Recently, a report released by a research institution shows that the average salary of China's manufacturing industry has exceeded the Latin American country except Chile, and it has reached some member states of some euro zones. About 70%of the level, this is the positive feedback of China's economic development, and it is also an intuitive manifestation of the significant growth of the labor cost of manufacturing. In the past ten years, my country's labor costs have increased by 2.7 times. The financing cost of private enterprises has exceeded two times the benchmark interest rate. The logistics cost is twice as good as developed countries. Both labor, raw materials, and business costs have risen significantly. Therefore, cost issues have also become a problem that many small and medium -sized enterprises have suffered. With the intensification of industry competition in 2017, under the influence of the "price increase" and industry reshuffle trends, corporate profits were cut again, even thinner than blades! "Fourth," In recent years, furniture companies have generally encountered the "three big mountains", namely "the market of the market, the high mountains of financing, and the transformation volcano." In the development of enterprises, furniture companies also face the "four highs and four lows" problem: high labor costs, high financing costs, high taxes and fees, high institutional transaction costs; low product quality, low technical standards, low technical standards , Low brand recognition and low corporate integrity, which seriously restricts the improvement of China's furniture industry competitiveness. 3, do not want to innovate, dare not innovate, and even innovation is not as good as "copying new" The rise without technological innovation without the rise of furniture companies. Chinese furniture companies have been immersed in low -cost competition, thin profits and sales In the atmosphere, many companies do not want to spend huge amounts of funds, manpower and material resources to innovate, and they dare not innovate, and even innovation is not as good as "copying new", resulting in serious homogeneity of industry products, resulting in the lack of innovation in the Chinese furniture industry. At the level of manufacturing, international influence has stagnated. The competition in the furniture industry is increasing. Innovation is an inevitable return to the survival of enterprises. To improve its competitiveness, it is necessary to face the importance of innovation. Secondly Eliminate mutual plagiarism and form a good innovation competition model in the industry. 4, not protecting intellectual property rights, innovation is an empty story The development mechanism for the development of furniture enterprises to improve the market access mechanism. It is necessary to deeply realize that without protecting intellectual property rights, innovation is a empty words! At the same time Furniture enterprises should attach great importance to the protection of enterprise intellectual property rights, pay attention to the application of enterprise production technology and product patents, resolutely crack down on infringement, protect the independent innovation results of enterprises, and create a good environment for enterprises to innovate and dare to innovate. 5. Can't "just listen to the stairs, don't see someone down" The development of a enterprise is particularly important, and it is even more important for furniture companies. In order to better "reduce the burden" for the enterprise, we cannot "only listen to the stairs, and don't see anyone." 6. The brand is the destiny brand of the enterprise brand building is an important part of expanding effective supply and promoting supply -side structural reforms. Furniture companies must pay great attention. At present, my country's manufacturing brand market has low recognition and weak competitiveness. There are only 31 among the top 500 world brands, and only 7 of the top 100 brands. In the furniture industry, there are few leading companies in the market, and many small and medium -sized enterprises in the industry have always been industry issues. Pay attention to the construction of furniture enterprises to be strong and go abroad. 7, tolerate loneliness, can stand the temptation to achieve a brand for a long time, it is necessary to carry forward the spirit of entrepreneurs with innovation, persistence, and responsibility as the main content. Temptation, down -to -earth, concentrate on the earth! For this reason, furniture companies must achieve the following two points: First, we must vigorously strengthen the construction of national technical standards, improve product recognition, awareness and reputation, and constantly create high -quality products to meet diverse diversity Demand and personalization. Second, we must strengthen the construction of integrity and solidify the cornerstone of brand reputation. It is necessary to strengthen the construction of the rule of law and improve the level of market supervision. 8. Imitation of fakes and inferiority has become a tumor that affects Chinese brands This product products are uneven but difficult to solve the problem of enterprises. Imitation inferior products affect corporate reputation and the development of the entire industry. Therefore, many companies attach great importance to product quality and strive to remove the fake and inferior tumor. Themaking fakes and inferiority, furniture companies must resolutely eliminate themselves from themselves, so that fake fake soldiers pay a painful price, restore consumers' confidence in "Made in China", and it is also more conducive to furniture products entering the high -end application market. 9. Disposal "Zombie Enterprise" as soon as possible The zombie companies refer to those liability companies that are hopeless to restore their anger and close to the loser. Zombie companies are different from problems in the predicament of problems in the problem of problems. They can quickly die. The characteristics of zombie companies are the long -term and dependence of "blood -sucking". If it is always divert, the negative impact of the industry may have more. The small and medium -sized enterprises in the furniture industry. There are some companies with difficulty in operating and liabilities. It is necessary to dispose of "zombie enterprises" as soon as possible. Resolving excess production capacity is the common responsibility of each enterprise in the industry. Product manufacturing will free up resources and market space to promote the healthy development of the industry. 10. Reform cannot be rely on slogans. Innovation cannot be packaged . At present, the furniture market is hot, industry upgrades and transformation are ready, and it is imminent to enhance the competitiveness of the entire industry. However, it is not easy to break through the development of the industry. In this regard, enterprises must deepen corporate reform, based on corporate innovation, optimize the internal structure of enterprises, and reduce the unnecessary cost expenditure of enterprises. From this furniture company can achieve growth and help the industry upgrade. In recent years, the Guangdong -Hong Kong -Macao Greater Bay Area has been focusing on creating innovation -driven engines and technological innovation driving resource agglomeration. It has brought many opportunities for innovation mechanisms, industrial upgrading, talent drainage, and collaborative development. Correspondingly, artificial intelligence and talent empowerment are deeply affected the pace of business.
Looking at the Chinese furniture industry, data show that as of May 11, 2022, there were 2,22,854 Chinese furniture companies. But so far, compared with well -known international furniture brands, most domestic furniture companies have still fallen into a blind pursuit of style due to their lack of brand awareness, which has led to serious market homogeneity. Brand. In from the management of Avenue Hengmei, the essence of brand building is different. In the trend of unavoidable homogeneity, enterprises need to firmly enter the user's mind. , as a new Chinese brand founded in 2015, some products have landed when they gather, and have formed the direct operations and sale of two stores in Guangzhou -year -old Yue and Shenzhen Overseas Chinese Town flagship store. In order to further expand, customers hope to join the investment promotion by building a whole brand system to form an independent store in the first and second -tier cities, and the brand needs to help franchisees' furniture for sale. Based on this, we adhere to the three aspects of strategic positioning, brand image, and cultural content, and output differentiated brand building for the year old. 1. Doing different · Strategic positioning The brand furniture companies that are positioned as mid -to -high -end, how to impress the preset customer base is a key. In this process, Hengmei brand management takes the big brand strategy as the starting point. Based on the combing of the values, vision and mission of the year -old furniture, it is positioned as the "Oriental sense · modern home", which is separated from other competitors to stimulate the brand to stimulate the brand productive forces.
2. Making different · Brand image The brand image is an external manifestation of the corporate style, personality and recognition. Focusing on the strategic positioning of "Oriental A sense." Modern Home ", Avenue -based Hengmei brand management uses professional visual specifications to help enterprises output the image that is relatively consistent with its strategy and pattern, and then let the brand's personality truly enter consumer consciousness until it is until it is until the consumer's consciousness is until it is until it is until the consciousness of consumers. Become a brand asset.
3 Different cultural content started with corporate brand culture. It is a cultural gene that "adheres to ingenuity and concentration" to help them create differentiated and temperature brand personality.
The strategic positioning of furniture brands is the first step, the argument, and more importantly, how to communicate the brand through continuous creative output, how to highly convey the brand and how to in the complicated network environment Help enterprises establish media relations, spread brand advantages, expand brand value accurately and efficiently, and achieve the achievement of business goals. With the continuous growth of Chinese consumers, cultural self -confidence and the rise of the national tide, the brand era of the furniture industry is coming. I look forward to more Chinese outstanding original furniture brands! I I wish you a good brand!
Analysis of the development status of the furniture industry Deeply revealed the industry situation
The "three big mountains" in the furniture industry
In recent years, furniture companies have generally encountered "three big mountains", namely "market icebergs, financing high mountains , Transformation of volcano. " In the face of high labor costs, high financing costs, high taxes and fees, high institutional transaction costs; low product quality, low technical standards, low brand recognition, low corporate integrity, etc., seriously restrict the competitiveness of China's furniture industry competitiveness. promote.
The development of China's furniture industry has been developed to this day. The market is unpredictable, consumer demand is changing with each passing day, and the competition in the industry has risen. The industry changes caused by this are also one after another. Under this, only by recognizing the industry's development situation, furniture companies can better seize the opportunity and achieve corporate development goals.
2018 The latest statistics of the furniture industry market demand forecast and investment strategic planning analysis report released by the Foreign Furniture Industry Research Institute in the first half of 2018 shows that in June 2018, social consumer goods national consumer goods in the country in the country in China The total retail volume was 3084.2 billion yuan, an increase of 9.0%year -on -year (the actual increase in price factors increased by 7.0%. The following except special descriptions were the nominal growth). From January to June, the total retail sales of social consumer goods was 18001.8 billion yuan, a year-on-year increase of 9.4%. Among them, the retail sales of consumer goods above the limit of 6993.8 billion yuan, an increase of 7.5%.
It, from the perspective of furniture retail, in June 2018, furniture retail sales reached 21.3 billion yuan, an increase of 15%compared with the same period last year. From January to June 2018, the national furniture retail sales reached 105.3 billion yuan, an increase of 10.1%year-on-year.
The analysis of the top ten development status of the furniture industry
Therefore, more and more industry people often make some unique industry situation analysis based on industry development and changes. But despite this, not all furniture people can understand the current status of the furniture industry today.
1. The furniture industry is thinner than the blade
Recently, a report released by a research institution shows that the average salary of China's manufacturing industry has exceeded the Latin American country except Chile, and it has reached some member states of some euro zones. About 70%of the level, this is the positive feedback of China's economic development, and it is also an intuitive manifestation of the significant growth of the labor cost of manufacturing.
In the past ten years, my country's labor costs have increased by 2.7 times. The financing cost of private enterprises has exceeded two times the benchmark interest rate. The logistics cost is twice as good as developed countries. Both labor, raw materials, and business costs have risen significantly.
Therefore, cost issues have also become a problem that many small and medium -sized enterprises have suffered. With the intensification of industry competition in 2017, under the influence of the "price increase" and industry reshuffle trends, corporate profits were cut again, even thinner than blades! "Fourth,"
In recent years, furniture companies have generally encountered the "three big mountains", namely "the market of the market, the high mountains of financing, and the transformation volcano."
In the development of enterprises, furniture companies also face the "four highs and four lows" problem: high labor costs, high financing costs, high taxes and fees, high institutional transaction costs; low product quality, low technical standards, low technical standards , Low brand recognition and low corporate integrity, which seriously restricts the improvement of China's furniture industry competitiveness.
3, do not want to innovate, dare not innovate, and even innovation is not as good as "copying new"
The rise without technological innovation without the rise of furniture companies. Chinese furniture companies have been immersed in low -cost competition, thin profits and sales In the atmosphere, many companies do not want to spend huge amounts of funds, manpower and material resources to innovate, and they dare not innovate, and even innovation is not as good as "copying new", resulting in serious homogeneity of industry products, resulting in the lack of innovation in the Chinese furniture industry. At the level of manufacturing, international influence has stagnated.
The competition in the furniture industry is increasing. Innovation is an inevitable return to the survival of enterprises. To improve its competitiveness, it is necessary to face the importance of innovation. Secondly Eliminate mutual plagiarism and form a good innovation competition model in the industry.
4, not protecting intellectual property rights, innovation is an empty story
The development mechanism for the development of furniture enterprises to improve the market access mechanism. It is necessary to deeply realize that without protecting intellectual property rights, innovation is a empty words!
At the same time Furniture enterprises should attach great importance to the protection of enterprise intellectual property rights, pay attention to the application of enterprise production technology and product patents, resolutely crack down on infringement, protect the independent innovation results of enterprises, and create a good environment for enterprises to innovate and dare to innovate.
5. Can't "just listen to the stairs, don't see someone down"
The development of a enterprise is particularly important, and it is even more important for furniture companies. In order to better "reduce the burden" for the enterprise, we cannot "only listen to the stairs, and don't see anyone."
6. The brand is the destiny brand of the enterprise
brand building is an important part of expanding effective supply and promoting supply -side structural reforms. Furniture companies must pay great attention.
At present, my country's manufacturing brand market has low recognition and weak competitiveness. There are only 31 among the top 500 world brands, and only 7 of the top 100 brands. In the furniture industry, there are few leading companies in the market, and many small and medium -sized enterprises in the industry have always been industry issues. Pay attention to the construction of furniture enterprises to be strong and go abroad.
7, tolerate loneliness, can stand the temptation
to achieve a brand for a long time, it is necessary to carry forward the spirit of entrepreneurs with innovation, persistence, and responsibility as the main content. Temptation, down -to -earth, concentrate on the earth!
For this reason, furniture companies must achieve the following two points: First, we must vigorously strengthen the construction of national technical standards, improve product recognition, awareness and reputation, and constantly create high -quality products to meet diverse diversity Demand and personalization. Second, we must strengthen the construction of integrity and solidify the cornerstone of brand reputation. It is necessary to strengthen the construction of the rule of law and improve the level of market supervision.
8. Imitation of fakes and inferiority has become a tumor that affects Chinese brands
This product products are uneven but difficult to solve the problem of enterprises. Imitation inferior products affect corporate reputation and the development of the entire industry. Therefore, many companies attach great importance to product quality and strive to remove the fake and inferior tumor.
Themaking fakes and inferiority, furniture companies must resolutely eliminate themselves from themselves, so that fake fake soldiers pay a painful price, restore consumers' confidence in "Made in China", and it is also more conducive to furniture products entering the high -end application market.
9. Disposal "Zombie Enterprise" as soon as possible
The zombie companies refer to those liability companies that are hopeless to restore their anger and close to the loser. Zombie companies are different from problems in the predicament of problems in the problem of problems. They can quickly die. The characteristics of zombie companies are the long -term and dependence of "blood -sucking". If it is always divert, the negative impact of the industry may have more.
The small and medium -sized enterprises in the furniture industry. There are some companies with difficulty in operating and liabilities. It is necessary to dispose of "zombie enterprises" as soon as possible. Resolving excess production capacity is the common responsibility of each enterprise in the industry. Product manufacturing will free up resources and market space to promote the healthy development of the industry.
10. Reform cannot be rely on slogans. Innovation cannot be packaged
. At present, the furniture market is hot, industry upgrades and transformation are ready, and it is imminent to enhance the competitiveness of the entire industry. However, it is not easy to break through the development of the industry. In this regard, enterprises must deepen corporate reform, based on corporate innovation, optimize the internal structure of enterprises, and reduce the unnecessary cost expenditure of enterprises. From this furniture company can achieve growth and help the industry upgrade.
In recent years, the Guangdong -Hong Kong -Macao Greater Bay Area has been focusing on creating innovation -driven engines and technological innovation driving resource agglomeration. It has brought many opportunities for innovation mechanisms, industrial upgrading, talent drainage, and collaborative development. Correspondingly, artificial intelligence and talent empowerment are deeply affected the pace of business.
Looking at the Chinese furniture industry, data show that as of May 11, 2022, there were 2,22,854 Chinese furniture companies. But so far, compared with well -known international furniture brands, most domestic furniture companies have still fallen into a blind pursuit of style due to their lack of brand awareness, which has led to serious market homogeneity. Brand.
In from the management of Avenue Hengmei, the essence of brand building is different. In the trend of unavoidable homogeneity, enterprises need to firmly enter the user's mind.
, as a new Chinese brand founded in 2015, some products have landed when they gather, and have formed the direct operations and sale of two stores in Guangzhou -year -old Yue and Shenzhen Overseas Chinese Town flagship store. In order to further expand, customers hope to join the investment promotion by building a whole brand system to form an independent store in the first and second -tier cities, and the brand needs to help franchisees' furniture for sale. Based on this, we adhere to the three aspects of strategic positioning, brand image, and cultural content, and output differentiated brand building for the year old.
1. Doing different · Strategic positioning
The brand furniture companies that are positioned as mid -to -high -end, how to impress the preset customer base is a key. In this process, Hengmei brand management takes the big brand strategy as the starting point. Based on the combing of the values, vision and mission of the year -old furniture, it is positioned as the "Oriental sense · modern home", which is separated from other competitors to stimulate the brand to stimulate the brand productive forces.
2. Making different · Brand image
The brand image is an external manifestation of the corporate style, personality and recognition. Focusing on the strategic positioning of "Oriental A sense." Modern Home ", Avenue -based Hengmei brand management uses professional visual specifications to help enterprises output the image that is relatively consistent with its strategy and pattern, and then let the brand's personality truly enter consumer consciousness until it is until it is until the consumer's consciousness is until it is until it is until the consciousness of consumers. Become a brand asset.
3 Different cultural content
started with corporate brand culture. It is a cultural gene that "adheres to ingenuity and concentration" to help them create differentiated and temperature brand personality.
The strategic positioning of furniture brands is the first step, the argument, and more importantly, how to communicate the brand through continuous creative output, how to highly convey the brand and how to in the complicated network environment Help enterprises establish media relations, spread brand advantages, expand brand value accurately and efficiently, and achieve the achievement of business goals.
With the continuous growth of Chinese consumers, cultural self -confidence and the rise of the national tide, the brand era of the furniture industry is coming. I look forward to more Chinese outstanding original furniture brands!
I I wish you a good brand!