New positioning, multi-product management, Zhepai ​​furniture, new landing in Guangdong exhibition
New positioning, multi-product management in professional fields
The furniture industry in Zhejiang has developed rapidly in recent years. Jiang Hongyuan, chairman of the Zhejiang Furniture Industry Association, revealed in an interview with reporters: "Last year, the furniture economy of Zhejiang Province has exceeded 110 billion yuan, and exports have also exceeded 7 billion U.S. dollars. It is more than 30%, ranking second in the country. "
The reason for such a rapid development rate is not unrelated to the readjustment and positioning of Zhejiang enterprises according to the market and their own development goals. Many enterprises have begun to expand their product categories from single products to diversified product models. Taking Gujia as an example, As one of the leading companies of Zhejiang-style furniture, Gu Jia took his brand new name "Gu Jia Home" and soft bed series to the Dongguan Famous Furniture Exhibition. Gu Jia extended his products from sofas to soft beds. Gu Jia Home Vice President said "Gu Jia Craft After ten years, I have become an international sofa fashion expert in the field of sofas. Both sofas and soft beds belong to the category of soft home in the home, so even if we make Gu home craftsmanship, we can only walk on one leg and walk on two legs. Going further. "Xilinmen has always given the impression of being a mattress brand. This time Xilinmen appeared in the Guangzhou Furniture Fair as the image of a bedroom furniture brand, which really made people" amazing ". The exhibition hall of nearly 800 square meters showed more than Bedroom style, Zhu Xiaohua, Sales Director of Xilinmen Furniture Co., Ltd. The elaboration of the category largely represents the development idea of ​​multi-product management in the professional field of Zhejiang furniture companies. "Xilinmen's main business is still in the area of ​​mattresses. On this basis, the product line is extended from mattresses to soft beds to the entire bedroom. . We will do the concept of the bedroom in the future, but the core of Xilinmen is the mattress. "
Innovative and pragmatic both domestic and foreign sales
When referring to the characteristics of Zhejiang furniture companies and entrepreneurs, 90% of the respondents mentioned "pragmatic". Since Zhejiang has lacked natural resources since ancient times, Zhejiang businessmen have become one of the indispensable pillars of China's economy based on their "down-to-earth" and "dare to lead the world" spirits. Zhejiang furniture companies and entrepreneurs naturally uphold this characteristic. Cao Yitang, vice president of Lihao Group, interpreted the characteristics of Zhejiang furniture companies, "Zheshang has two characteristics, the first is innovation, and the second is pragmatic. From these two From a perspective, Zhejiang businessmen not only strive for product innovation, but also business model innovation, will integrate more resources. In the agricultural society of Zhejiang, resources are scarce, we can only integrate resources, and only continuous innovation can develop The second Zhejiang merchant is very hard-working and very pragmatic, with a special focus on operating efficiency. We regularly review business performance using business indicators such as product development success rate, brand loyalty and store sales effectiveness, conduct difference analysis, and take measures to gradually improve operating efficiency. These two characteristics are derived from the "innovative and pragmatic" of Zheshang Furniture Company. "
The rapid rise of the domestic market, coupled with trade barriers and policy changes in foreign markets, many companies have turned their attention to the domestic market. As the "fresh blood" of the domestic market, Zeng Wenliang, the brand director of Livo Sofa, has shown great importance to the domestic market. Big confidence, "Our company's initial policy is mainly for export operations, but the domestic economy is developing rapidly, and the market demand is also very large. We also see this space, so in the future we will turn our attention to the domestic market."
Luxury VS 8090 focuses on two major consumer groups
At this exhibition, all companies brought their own new products and ace products. Most of the products were positioned to focus on the two major domestic consumer groups-the pyramid-shaped high-end successful people and the new generation consumer groups after the 80s and 90s.
According to data released by investment bank Goldman Sachs, China's luxury goods consumption in 2010 was as high as US $ 6.5 billion, and is expected to replace Japan as the largest luxury consumer in the next three years. Facing such a huge consumer market, Zhejiang furniture merchants have not lost the opportunity to launch their own luxury series products. Lihao cooperated with Italian designers to launch the "Lihao CASA" high-end custom furniture. Fuyi introduced the imported Italian brand Newstar, and the target audience pointed directly to the high-consuming people at the top of the pyramid.
Of course, according to the traditional customs of the Chinese, marriage and purchase of furniture for home purchases have gradually grown into a huge consumer group of furniture products after the 1980s and 1990s. At this exhibition, many Zhejiang furniture companies launched a special target group for this consumer group. Products, such as the panel furniture "Shang Xuanyue" and "Four Seasons Love Songs" series launched by Shengao's civil furniture brand Lian Shangjia are new products for young consumers, incorporating the cracks and light and shadow effects that they like after the 80s and 90s into the products. , Using plate material, so the price is relatively close to the people. After strategic adjustment, Fu Debao returned to the stage of the furniture exhibition and launched the "Schumann" series of products on the consumption habits of urban young people. Chairman Lin Panwu took "creating the first brand of petty bourgeoisie" as a new development of the enterprise. aims.
With clear market positioning and target audience, savvy Zhejiang businessmen use their own judgment on the market to find the most suitable development path for enterprises.
Terminal sinks to resist the impact of the new property policy
At the beginning of the year, in order to change the status of "houses do not talk to students", various local governments issued a number of new policies to curb housing prices. The strictness of the new policies has slowed the pace of rising housing prices to a certain extent, and the number of real estate transactions has gradually decreased, especially First-tier cities such as Beijing, Shanghai, and Guangzhou take Shanghai as an example. According to media reports, the property transaction volume during the Spring Festival in Shanghai once fell to freezing point. Although most home furnishing companies are still optimistic about this year's market, they do not deny The downstream industry of the real estate industry, the home furnishing industry is more or less suffering from the negative effects of real estate regulation and control. In the face of these effects, the decentralization of development focus to the third and fourth tier cities represents a part of the strategy of Zhejiang furniture companies. Xu Huimin, general manager of the Department, told reporters that Lihao will sink its products to the third- and fourth-tier markets this year, and develop products suitable for consumers in third- and fourth-tier cities on the basis of improving its own quality. Zhu Xiaohua, sales director of Xilinmen, also agrees with this method, "In the case of a poor primary market, we sink to the second and third tier markets to do it. Because the real estate regulation in the second and third tier markets has relatively little impact, we proposed to sink this year. To the second and third tier markets. "
For more furniture information , go to http://news.gojiaju.com/
Welcome to provide news interview clues Advertising / News Hotline  Transfer 8004 QQ 543178208
Solvent Based Rheological Additives
Organophilic Clay,Bentonite Petroleum Chemicals,Organophilic Montmorillonite Clay,Solvent Based Rheological Additives
CHANGXING GUANGDA NEW MATERIALS CO.,LTD. , https://www.gdbentonite.com