Where is the furniture industry going in 2013?
In November 2012, "21st Century Business Review", after the Da Vinci home incident, once again set his sights on the furniture industry, a cover article about furniture-"Escape from IKEA", with multiple perspectives, telling China A story that is happening in the furniture industry ... For many furniture business owners, this story seems so real, even empathetic; unfortunately, this story is only half told, there is no ending, no discussion, people can not release after reading. "Several world" pattern is slowly taking shape Is IKEA the master of Chinese furniture retailing ? I am afraid that is not Yes. Chinese furniture retail main mode would be "IKEA model" Why? Maybe it is possible. In the furniture industry, no matter how strong the "landlords" are, the decline of the "landlord model" is a well-recognized trend, and the pattern of "a bit of the world" is slowly taking shape. Furniture independent store vs furniture store middle store-construction of independent channels for manufacturing brands For furniture manufacturing companies, independent stores will be one of the best ways to establish their brand image. This significance is even greater than pure sales. Different from other industries, the brand competition in the furniture market is still in its infancy, and the mainstream “shop-in-shop†model has very little pull on the brand. Therefore, some furniture companies that seek to improve their brands and move towards the end market choose to walk on two legs. On the one hand, they expand the channel through low-threshold "shop-in-shop". On the other hand, they build independent channels to assist in brand building. At the same time, independent stores are more able to perceive consumers' intuitive evaluation of their brand, and have good value for the improvement of products in product design, terminal image and service system. Large furniture dealers vs furniture hypermarkets-the widespread rise of the "IKEA model" With the awakening of a large number of large dealers' "ownership" consciousness, the days of "landlords" will no longer be better, and the "IKEA model" It will be everyone's most passionate choice! This retail model based on consumer value will have a huge impact on the rental model based on the value of the seller. How can learning "IKEA Mode" be on the surface? In the field of home furnishing, IKEA is indeed very representative. It is no exaggeration to call it the "IKEA Model". The design, procurement, logistics, retail and other links are very good and worth learning. local. How to learn the "IKEA model" in the furniture industry is probably not in IKEA itself. It does not lie in how many times Ikea has been visited and how many photos it has taken, nor how much is it similar to IKEA. The research of home shopping psychology, the control of upstream and downstream industry chain operations, and the construction of a product service system (The Product Service System: including product design, three-dimensional communication system, and full program service system based on customer research). Furniture companies have begun to imitate IKEA on a large scale in recent years , whether it is the "Eleventh Furniture" in Kunming or the "Bai Shi Household" in Panyu, Guangzhou, and the "Jia Yi Mei Household" mentioned above. At first glance, these "followers" can be said to be very similar to IKEA in appearance, and products and interior furnishings are also learnt from IKEA as much as possible, and even everyone is still thinking about service-this is precisely the shortcoming of IKEA. Board, and pursue better than IKEA! However, sales performance speaks for everything. At least at this stage, the gap between everyone and IKEA is still far away. Although we learn a lot, when we read carefully, all the "followers" are more or less in some links, the "barrel law" is confirmed here, and the imitators of IKEA, Most of them know what they are, but don't know why, so they spend so much time studying IKEA, mostly on the surface. Obviously, to learn such a system and realize the construction of "original", for today's Chinese furniture industry is not easy, "drawing a gourd and painting a scoop" is more like a shortcut, let's call it "Chinese characteristics", then "Long-term in the primary stage" will also be the basic mentality that the explorer should have. First, the offensive and defensive secondary cities and three or four cities Looking at the regional characteristics of the furniture industry, Guangdong and Beijing brands are clearly the first choice for mainstream consumers in first- and second-tier cities, while Sichuan brands cover almost all of China's third- and fourth-tier cities. There is no doubt that the first and second tier cities bring together 70% of China's most powerful people. This design and fashion market is like a huge "chocolate cake". At the same time, under the domestic economic megatrends The gradual increase in consumption potential of third- and fourth-tier cities also promotes it to become a "fruit cake" with a local taste. Interestingly, for both parties, the other party's market is its own "new taste cake", and in order to grow, it will definitely try its best to compete for the new market; then, the market of Guangdong and Jingpai brands moves down and enters the third The fourth line; and the strategic counterattack of the Sichuan brand "Rural Surrounded City", rushed into the first and second lines. Offensive and defensive, guarding and expanding, a double encounter battle is about to start! Different ideas for furniture e-commerce and traditional channels Tmall's 13.2 billion on "11.11" has greatly attracted the attention of all businessmen, and all the friends on Weibo with more than 100 million on this day were discussed by all the furniture people. Let ’s not talk about the greasiness or authenticity of it, nor to discuss whether the more experiential products such as furniture are really suitable for online sales, but online e-commerce will definitely be a new trend in channel competition, as Ma Yun said. Online and offline will become "one world". Lin's wood industry, Merlot, etc., which have been struck in the online sales of furniture, and the traditional brands that raised the flag in the e-commerce trend-Qumei, Quanyou, etc., have inherited completely different online marketing ideas, while A large number of well-known brands are still watching the Internet at this stage. In fact, furniture "online" is not necessarily the only choice. It is suitable for the characteristics of its own enterprise, and it is the rational mentality in the face of furniture e-commerce.
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