The home industry needs to stop the civil strife and warm together
Really bitter, really difficult, really dangerous, once used to describe "three rural" --- On April 6, the Guangdong Furniture Chamber of Commerce held the "2012 Furniture Defence Thought Summit", Li Yangchun, vice chairman of the Provincial Federation of Industry and Commerce, used today The furniture industry, this opening white attracted the participants' resonance.
"There is no year, like this year's sadness and hardship, and even worse, this year's home industry is now "closed tide."
The "Global Home Trading Distribution Platform --- Brand Furniture Factory Wholesale City" will be home to the Guangzhou Jinhaima Home Fangcun Expo Center on April 21, and the price of furniture entering the market is generally 50-70% lower than the market price. Xiang Dongliang, president of the distribution business department of Xiangjiang Group and general manager of Maliya, said that consumers directly traded oppositely with the factory and felt the real price. “Returning rationality in building materials and furniture prices†is no longer empty talk.
Stop the "arms race"
In the past, the property market was considered to have met the good situation for 20 years, and the downstream furniture industry was also blessed. However, Xu Guofang, the chairman of the model house, regarded it as “savage growthâ€, and bluntly said that the home business only expanded, neglecting The qualitative improvement is now the time to stop blind expansion. He pointed out that in New York, the largest home store is about 10,000 square meters, and China is hundreds of thousands of square meters. "In the puffy market, the blind expansion of the store will absorb the blood of the entire industry." Liu Tianfei, CEO of Jintiantuo Furniture, said that reducing the cost by 1% is much easier than increasing sales by 1%, and the stores and product lines that are not making money are compressed.
What is the sales in the first quarter of this year? Many home stores admit that the operating pressure is further intensified, and the scene is deserted. Even if the promotion is big, it will not increase the popularity. At the same time, the further regulation of the property market will lead to a serious overcapacity. The commercial real estate model of the hypermarket will abduct the dealers and manufacturers. “It will be renovated almost every two or three years, resulting in high rents.
Ma Liya, general manager of the company, said that the channel merchants are facing tremendous pressure and frequently appear to close the store, the manufacturers' shipments have been greatly reduced and the goods have been heavily crushed, seeking a better platform for display and sales. The home industry's top priority is that the global home furnishing distribution platform can meet these needs.
Stop "warlord warfare"
In Shanghai Spring Brand Furniture Fair, almost every exhibitor has reduced price promotions, group purchases, promotions, straight downs, and reductions, all of which bloom everywhere. The lowest discount is almost 30% off. At the same time, the home decoration industry shut down or transferred more than 500 last year, the highest in the history of the year, this number will also expand, statistics show that the home decoration output value fell more than 30% in the first quarter of this year.
More than 5,000 yuan/set of solid wood furniture, some companies have not yet purchased these materials, they will first grab the market at low prices, just like killing people and then commit suicide. Xu Guofang said that furniture is not like bread, and the market for bread is very strong. After the promotion today, others will buy it tomorrow. The furniture is sold to fill a family. After each family is filled with low prices, the whole industry will lose its hematopoietic function.
The emergence of corporate “failuresâ€, private high-interest lending is only an incentive. The root cause lies in the fact that enterprises’ “profit belt†is too thin, labor costs are rising rapidly, and the costs of land, environment, safety, energy, etc. are also rising, and taxes and fees are also growing rapidly. Also hit the price war, leading to a larger "closed tide."
Achieve "consistent external"
Many furniture companies have indicated that they can give certain policy inclinations in terms of capital support and loans. Small and medium-sized furniture enterprises can smoothly “winterâ€, while government departments provide appropriate subsidies to encourage small and medium-sized enterprises to go abroad and accelerate the construction of industrial parks and industrial chains. Industrial cluster effect. Zhang Chuanxi, executive director of the National Federation of Industry and Commerce Association of Home Furnishings, said that the wholesale distribution platform is a brand new furniture industry, which is a collection of domestic well-known brands and is a primary source of goods. It is not only for wholesale purchases nationwide, but also for wholesale direct sales to the public, and after-sales service is more secure. An innovative business model can solve the multiple dilemmas facing the furniture industry and find new ways for manufacturers to develop.
Luo Jizhen, executive director of Jane Eyre, believes that the market is chilly and can only sweep all the real estate and design companies with their own marketing team and the merchants. They can't kill the chickens and take the eggs to win by price wars. The courage of Mao and Hukou to eat.
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