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In the late autumn of 2012, the performance of furniture enterprises in this whole year has also entered the cold winter. The overall overcapacity, excess channels, shrinking market, more intense competition in the industry, and constant colds. With the break of the capital chain of some enterprises, the collapse of dealers, and the emergence of “deathing tides†in the stores, most furniture companies are trying to adjust their status in various directions: opening up new channels, developing new models, and extending Industry chain, enrich product types, and adjust the focus of financial resources. Can these directions reverse the development of enterprises? The transformation of furniture companies has a long way to go, sorting out the transformation direction of furniture enterprises, and letting the road of enterprise transformation see the fog. One of the transformation directions: to enter the home "small store" to open up new channels to represent enterprises: strong furniture strong furniture was founded in 1984, has been focused on the design, production and sales of furniture; in addition to specializing in independent stores, September 1, 2012 On the day, the company launched the “Strong Home Plaza†on the Tsui Ping West Road in Tongzhou Liyuan. It marked the layout and form, and officially opened up new channels for the store. The second strong store was selected in the Yuyang Logistics Park in Jixian County, Tianjin. The third store strong furniture is ready to transform the office building at the headquarters of Tongzhou Yunqiao and the two specialty stores located nearby into a “Strong Home Plazaâ€. . In addition to the above three basic finalized stores, it is strongly planned to open another 10,000 square meters store next to Yanjiao 102 National Highway. All of the above stores are no more than 20,000 square meters. Why is the power to open up "small store" channels in the case of many stores facing difficulties in attracting investment, and choose the suburbs of Beijing? Zhang Fucai, chairman of the board of directors, said: Beijing Suburb has potential strong market purchasing power, and less property expenses, and operating risks are relatively low. The example of furniture companies developing their own stores is not alone. In September last year, the top 100 furniture opened the “Top 100 International Home†store in Dazhong Temple, accommodating high-end imported and solid wood home brands, combining its own characteristics with new channels of the store, and reforming the road of development. The second direction of transformation: following the policy wind force to protect the housing representative enterprises: the top 100 furniture top 100 furniture began to cut into the housing market at the beginning of this year, first opened a security room furniture area in the top 100 international home, followed by 5 The brand-name furniture enterprises participated in the activities of the Red Star Macalline's affordable housing, and provided services to the owners through various channels. In this process, Baiqiang Furniture introduced special customized products for the protection room. The features are mainly plate type, simple and practical design, small size but powerful function, which greatly meets the special needs of the owners of the protection room for small but practical furniture. On July 12 this year, at the 2012 China International Light Industry Consumer Goods Exhibition, a special pavilion featuring the theme of “Design, Display and Ordering of Supporting Furniture for Safe Housing†was set up. There are many well-known enterprises such as Qumei, Oriental Parkson, and furniture around the exhibition. There are also foreign brands such as Shenzhen Dafuhao and Hebei Bluebird. This year, 160,000 sets of various types of affordable housing will be built in Beijing. These new security houses will definitely bring new market increments to furniture companies. For the type of furniture introduced by the social housing policy, manufacturers must be required to conduct detailed research on the relevant building data of the real estate, and control the cost reasonably and effectively to achieve the ultimate profit. With the continuous regulation of the market, enterprises should continue to keep pace with the policy and rationally and effectively develop new products. The third direction of transformation: new furniture products, precision customer demand representative enterprises: Qumei, Peugeot Furniture This year, Qumei Furniture Group's wholly-owned subsidiary "B8 Home" was established. B8 is actually a three-dimensional e-commerce platform for consumers to realize “online sales + offline experience†through design software. At present, B8 series products are displayed in seven Qumei stores in Beijing, called B8-life experience hall. With more than 7,000 standard cabinets and more than 2,000 sofas, the Qumei B8 series, with its rich color matching, makes consumers (especially young people) more choiceable and more flexible in designing their own homes. The ultimate goal is to purchase furniture. Zhao Ruihai, president of Qumei Furniture, mentioned in an interview about enterprise transformation that there are many market environmental problems this year. The D8 series is a small innovation but not the whole content of the transformation. Qumei will have a structural adjustment plan next year. Peugeot Furniture has adjusted its product mix this year, moving from the mid-end to the high-end. Zhu Guangyu, deputy general manager of Peugeot Furniture, told reporters that the regulation of the real estate market has affected the changes in the structure of the apartment. If the room on the sunny side of the house is gradually reduced, the length of the depth is increased from the design of the furniture, and the furniture should be properly brightened in the darker house. This year, Peugeot Furniture will pay more attention to the launch of high-end products. This is different from the consumer group of Peugeot's previous mid-range products. Zhu Guangyu mentioned the use of high-end technology to increase the added value of products, avoid being imitated and improve competitiveness. The fourth direction of transformation: furniture enterprises to do home improvement industry chain representative enterprises: ultra-comfort international home ultra-comfort international home since its inception in 2004, has been franchised foreign imports of furniture brands. In order to meet the needs of consumers and upgrade the service level, on August 3, 2012, Super Comfort Co., Ltd. established Tianz Villa Decoration Company. The decoration company fully refers to the design concept of foreign decoration and decoration, and combines the European and American furniture styles of ultra-comfort itself to unify the design and brand connotation, which means that customers bring pure European and American home decoration. Under normal circumstances, customers need to first decorate and then buy furniture, which not only needs to first locate the decoration style, but also to find the right furniture, the order can not be disrupted. But furniture that fits the style of decoration is not so easy to find, and the consumer's overall overall expectation is always discounted. Super comfort found the drawbacks of “renovating first, then buying furnitureâ€. With its own “European and American style†as a breakthrough, the decoration service was delivered to customers, breaking the traditional model and launching its service concept of “buy furniture and renovateâ€. Greatly saves the consumer's preparation before buying furniture, directly according to the product positioning home improvement style, in one go. The fifth direction of transformation: “Staying the duty†The original series of products upgraded representative enterprises: Chen Xiaotai, president of the Top 100 Furniture and Ronglin Family Top 100 Furniture, mentioned when asked about the transformation, “We will always do our own furniture†However, on this basis, it is expected that some product upgrades will be made to the top 100 international home stores from the end of December this year to January next year. There will be some adjustments from the import to the products they produce, including high-end products for villas. Since its inception, Ronglin Shijia has always insisted on the production of original furniture, and has produced two series of furniture: Ronglin·Betel and Ronglin·Kyocera. This year, Ronglin launched the Ronglin·Betel nut walnut series furniture and upgraded the betel nut series again. However, for the issue of transformation, President Rong Lin Shijia said in an interview that “Ronglin itself has no transformation trend this yearâ€. The Walnut series itself is in the development plan and has not been carried out because of the market environment. Special planning and change. He appealed to the industry here: Don't blindly transform and lose your own roots. Just as the stock market follows others, it will inevitably fall. On the issue of transformation, "hold the duty" and not "red apricots out of the wall." To sort out the direction and characteristics of the transformation and adjustment of furniture enterprises in 2012, furniture enterprises still focus on innovation of products and channels, paying attention to market conditions, following policy development, and discovering redundant market space, which is the unchanging principle of enterprise transformation. At the same time, many entrepreneurs have said that if the general direction is correct, they will continue to stick to themselves. In the case of avoiding blind transformation, enterprises must respond flexibly with market conditions and show optimism to meet the challenges. Only in the cold winter of the market can they ride the wind and waves and find a new starting point for breaking through the situation.
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