How many furniture brands will disappear in the next 5-10 years?
High growth rate and low level of operation coexist, natural capital is fragile, coupled with the tremendous changes in the international market, the awakening of domestic consumer brand awareness, the integration of national policies on environmental protection, low carbon requirements and the survival of the fittest will make the furniture industry in the future. After 5-10 years of experiencing a large-scale brand reshuffle, some furniture enterprises with unclear core competitiveness, lack of brand advantages and chaotic management will be eliminated, and a large number of furniture brands will withdraw from people's sights.
In the past ten years, the home appliance industry has emerged and interpreted the problem of further concentration and demise of the brand. The arrival of the brand era of the furniture industry will also interpret such a process.
First, the lack of core competitiveness, followed by others step by step, the company's products are similar, marketing tools are similar, and will eventually be eliminated by fierce competition.
Second, there is no strategic planning and brand awareness is weak. If you can't realize the scattered tactics, the partial tactics of the doctor's foot and the footsteps of the doctor's foot will be changed to the integrated marketing communication under the guidance of the marketing strategy. It is sooner or later.
Third, in the game with channel dealers, the lack of discourse power in furniture companies is fundamentally due to the lack of brands. In the face of strong channel dealers, how do furniture companies master the right to speak? How to integrate industry forces to increase the bargaining chip?
Fourth, the lack of industry collective competition awareness and international competition talents. "One person is a dragon, three people are adults", each with a ghost, each has its own, not only do not unite, but also dismantle each other, we are not uncommon. And let's look at the multinational companies in China. They are all high-end, but they rarely see each other crushing each other in price. Instead, they appear to be extremely united and friendly in price. On the other hand, in the competition to participate in the international market, we lack real effective means other than price, and lack the master of international marketing.
We compare the furniture industry to a person. A person who is tireless all day and does not get a good rest has never worried about his body when he is strong, but the hidden dangers of the disease lurk in it. Once the climate changes, the corresponding The symptoms will soon be manifested, but no matter whether the external factors change, the disease will be found sooner or later. The development of enterprises and even the industry is also the same. Aside from the financial crisis, the Chinese furniture industry, which is developing at a high speed and withstanding high loads, also has such hidden dangers. It is only the arrival of the crisis that exposes long-standing problems and contradictions. In a recent industry forum, Zou Wenlong, chairman of Jisheng Weibang Group, pointed out that the Chinese furniture industry has encountered difficulties. The deep-rooted reason is not the external, but the industry itself, that is, disorderly market competition, its roots are The market order has always suffered damage, or has been in a disorderly market competition environment for a long time. The overall performance is the excessive expansion of the industry, the imbalance of market demand, and the inadequacy of market rules.
Therefore, the author believes that in the next 5-10 years, although the furniture industry will not be like the Zhongguancun a few years ago, there will be one company dying in 9 minutes, and it will not be as fast as the brick kiln and plastic products industry. The adjustment of the policy will soon die out. However, if we do not strengthen the construction of the core competitiveness of the enterprise, we will not strengthen the brand building, and will not change the cottage practices of imitating the follow-up. If we still turn a blind eye to some abnormal phenomena and backward strategic and tactical issues, then there will be More than half of the furniture brands will have no choice but to spend. At the same time, some oligarchic brands began to surface.
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