Since 2010, a series of property market regulation policies have come one after another, which has made the furniture market of its downstream industry suffer and has also ushered in a new pattern. The panel furniture changed its position as the dominant player in the rivers and lakes and was gradually replaced by European and American classical furniture. According to statistics, in 2012 alone, the total sales of panel furniture in Beijing fell by 30%-40%. On the contrary, European and American classical furniture increased by more than 20%.
The combination of the two kinds of furniture has prompted the market to reshuffle. Among them, the top 100 and Yifeng enterprises that have been the main panel furniture have already transformed into solid wood furniture. However, a group of Jiangsu and Zhejiang enterprises that only used to export furniture have turned to the domestic market. Even the home furnishing giants have recently announced that they will be completed in the "European and American Family" project from the end of September to the beginning of October, providing satisfactory terminal experience services for the middle and high-end people who love and purchase European and American style furniture.
on site
Half a day to take the big single
The salesman is so busy that the throat hurts
At about two o'clock in the afternoon of last Friday, the temperature in Beijing remained above 35°. The soft furniture of the Lize store and the panel furniture area were still quiet, and some sales staff were struggling to sleep. In the four-storey solid wood and European-style furniture area, the situation is completely opposite.
Not only does the customer come here, but it is even more exaggerated that individual European furniture brands have sold two or three orders in just half a day.
"Sorry, I am slowing down, just busy signing a contract with the customer, please take a look at it." After two minutes of turning in a European furniture store on the north side of the fourth floor escalator, the salesman quickly apologized and was busy. After cleaning up the pen and paper on the table, he hurriedly drank two big saliva, and then continued: "I am really embarrassed. I signed two big orders for a long time. I talked in the morning and didn't even have time to drink. pain!"
As for the amount of the big order in her mouth, the salesman whispered to reporters that a 56,000 yuan, a 70,000. Coincidentally, in the St. Petersburg American furniture store not far from the store, there are also two middle-aged people who are choosing furniture. One of the 50-year-old ladies even booked a set of 3+2+1 in one go. A leather sofa, a coffee table, and an oak double bed are worth at least 80,000.
doubt
Cutting competition is equal to killing benefits?
In fact, for the consumer, the competition in the seller's market is not a good thing, it is conducive to the price reduction of the product, and whether the actual reduction of the plate furniture brand is equivalent to obliterating the possibility that the consumer is cheap.
In this regard, Mei Xuhang said that at present, the competition in the furniture industry has evolved into vicious competition, the profit margin of enterprises has been reduced, and even the reasonable profit income cannot be guaranteed, and the development of the business is only concerned with the price war, and will not be in the product again. Design, after-sales service and even product quality work, the final sacrifice is not only the rights of consumers, but also the healthy development of the industry.
In the interview, many merchants also said that the sales of panel furniture declined, and the costs of rent, manpower, logistics and so on continued to rise, and the pressure of survival was very high. Some merchants even reduced the number of in-store service personnel.
"We are not trying to eliminate competition, but to alleviate vicious competition, so that consumers can get more convenience and peace of mind." Mei Xuhang said.
European furniture is too similar, aesthetic is easy to fatigue?
Due to the strict standards of Europe and the United States, the furniture exported to domestic sales is better in quality. However, after all, this type of furniture comes from the copying of foreign classical furniture, lacking innovative and unique design, so all European and American classical furniture are gathered together. Together, it is inevitable that consumers will have an aesthetic fatigue and no choice.
In this regard, Mei Xuhang explained that although the overall business area, "European and American family years" is much larger than the previous European furniture area, but this does not mean that the number of brands will increase, "European and American family years" focus on The expansion of the single store area of ​​each strength brand will make it more overall sense of space in the display of the product, increasing the consumer's experience.
"The products that have been stationed in the 'European and American Years' project each have their own characteristics, and in the preliminary inspection, we will also examine their original market performance and factories in detail, select from the actual situation, and pay attention to their products. Particularity, avoid duplication," said Mei Xuhang.
survey
Foreign markets tighten exports to domestic sales
In fact, the above-mentioned European and American furniture are produced in Jiangsu, Zhejiang and Guangdong, rather than imported furniture. Most of them are also engaged in export business, but their export ratio is falling sharply compared with previous years.
According to Mei Xuhang, the director of the operation management department of the Real Home, in addition to the brands that are stationed in the domestic chain stores, there are still a number of factories in Jiangsu and Zhejiang that only do export sales without domestic sales. After all, compared with the huge pressures on domestic sales costs and operations, it is obvious that exports are made. More comfortable and more profitable, so in the past, these factories were not willing to do domestic sales.
Since the outbreak of the European economic crisis in 2008, overseas markets have been tight, and some export enterprises have begun to switch to domestic sales, but the number is very small. Until this year, the number of furniture exports in China was increased by the increase in anti-dumping suppression by China and the United States and the continued downward trend of the global economy. It began to decline sharply.
Mei Xuhang said that what makes him feel most obvious is that many Jiangsu and Zhejiang factories have taken the initiative to find the home of the family through the Zhejiang Furniture Association this year. In the past, such a group came to them and asked for a nationwide cooperation. .
“In July, there were more than a dozen brands coming to Beijing. More than 20 brands came to visit this month, and most of the companies in this area have never been contacted before.†Mei Xuhang said.
It is reported that the above-mentioned export enterprises have not been only affected by the unilateral tightening of overseas markets. The increase in demand for furniture in Europe and the United States is the main driving force. Take Yinghuazhuang as an example. In 2009, it opened its first store in Shilihe. In just 4 years, there are more than 70 stores in the country. The same is the treasure of the European-style furniture. In the first four months of the North Fourth Ring store, the sales reached 6 million, and this grade, many panel furniture can not reach a year.
Plate furniture sales decline companies have hit the European and American brands
The sudden emergence of European and American classical furniture has shaken the status of “sales crown†of panel furniture. According to industry insiders, although the volume of panel furniture is still large, the total sales in first- and second-tier cities have dropped sharply compared with previous years.
According to statistics, in terms of Beijing alone, in 2012, compared with 2011, the total sales of panel furniture reached a drop of 30%-40%. According to industry sources, not only ordinary brands, this time, including many big brands have also been affected, in order to find another way, Yifeng, the top 100 has begun to produce or operate solid wood furniture, European and American homes, etc., to implement strategic transformation, but no ability Transforming brands can only passively join the more fierce competition.
“We often say that the equivalent of porters who are now making board furniture can only make a hard earner, because compared to European, American and other furniture, it has less requirements on the production process, and the entry threshold is lower, thus making the field There are more and more brands and less and less profits. Many companies have even lost their ability to resist risks. In comparison, the resistance of European and American furniture brands is relatively strong.†National Federation of Industry and Commerce Furniture and Decoration Industry Association Beijing Furniture Brand Alliance Secretary-General Yin Chao said.
Cut the plate furniture brand to expand the European and American furniture experience area
It is reported that the establishment of the "European and American Family" in this home is inextricably linked with the above content. According to Mei Xuhang, taking Lize shop as a pilot, for the completion of the "European and American family years", the home will actually cut some of the panel furniture brands, only retain a few strong brands with high recognition from the common people, and ease the tension of competition. At the same time, the expansion of European and American classical furniture stores will make them more experiential, and the four floors will be made into European and American furniture areas.
Ren Cheng, vice president of the House of Reality, said that in order to promote the promotion of the project, the home will provide a strong storefront for brands that participate in the creation of “European and American Family†(such as North Fourth Ring Store, Jinyuan Store, Taiyuan Spring Store). Provide the manufacturer with a location for setting up a window storefront. At the same time, the merchant can also enjoy the preferential policy during the three-year contract period. More than 800 square meters of storefront, you will enjoy a 50% discount on rent, enjoy a discount of 25% on stores above 500 square meters, 15% off on 300 square meters, and the rent policy will remain unchanged for three years.
It is reported that the "European and American family" will first open in Beijing Lize store in November this year, with a business area of ​​more than 20,000 square meters; the second store will be set up in Shilihe, with a business area of ​​40,000 square meters, and is scheduled to open in 2014. At the same time, the home will be in Tianjin, Harbin, Daqing, Shenyang, Qingdao, Weifang, Hohhot, Erdos, Taiyuan, Shijiazhuang, Xining, Lanzhou, Zhengzhou, Luoyang, Hankou, Wuchang, Changsha, Hefei, Chongqing, Chengdu, Guiyang, Kunming, Fuzhou, Quanzhou, Wuxi, Yangjiang, Yinchuan and other more than 20 national home chain stores at the same time to create "European and American family years."
analysis
European and American furniture has a large future development space
For the actual home, the industry is optimistic. Yin Chao said that there is still a lot of room for development in the future of European and American furniture. Even in 2012, the worst performance of the industry, due to the impact of the property market regulation policy on high-end real estate, the sales of solid wood, imported, European and American furniture are doing well. .
Yin Chao believes that although the quality of export-to-domestic furniture is excellent, it lacks brand recognition, and the home of the family can give them an excellent opportunity to develop their brands quickly, and at the same time, contribute to the overall healthy development of the industry.
The reason why the home of the family is optimistic about these companies is mainly the confidence in their comprehensive quality. These enterprises are relatively mature in product quality, technology, quality inspection, and style richness. In addition, the brand appeal of the home of the family will inevitably achieve a win-win situation. At the same time, it will also save consumers from going east and west, screening high-quality furniture. Hard work.
Zhu Changling, chairman of the China Furniture Association, said that furniture sales in the entire field is relatively good. In the first half of this year, exports reached 25 billion yuan, an increase of 12% over the same period. Among them, the sales of classical furniture in Europe and America ranked second, and the plan to launch the “European and American Home†program was actually in line with the market trend.
Ningbo Vinny International Trading Co., Ltd , http://www.vinnystationery.com