Outdoor Furniture
Furniture consumer market suffered the cold yet? Chinese furniture marketing how? The future of the Chinese furniture market trends?
Crazy price war to resist spending cold it?
1, the performance of crazy price war
Furniture spending power in Hangzhou, Zhejiang relatively strong, I have been concerned about the mainland since May sales, the major understanding of the peace in the furniture Shaoxing Road, Hangzhou Qiutao Road Expo Center and the East China furniture market. Similar to the "upset all the big brand name superior products," "shocking offer unprecedented", "XX furniture over 1500 by 700," "get full 1500 value of 600 brands of furniture to enjoy," and so on ad banners, posters everywhere. Nevertheless, most of the furniture showroom is still deserted.
(1) into the children's furniture section, see the 8 most famous domestic brand of utmost for the reserve price. 8.5 as I love my family to send off the mattress on the basis of activities to enjoy, equivalent to 7.5 fold, there are a variety of product labels only 7 fold, 5.1 fold Mitch world, and other such colorful, happy dream of treasure, much love, Xing Xingsuo etc. Six brands are staged throughout the city unique benefits. Mou development staff told me that in order to promote sales, is currently carried out by May Day holiday cost the company sales activities, but for now, the effect is minimal. In order to stimulate consumption, the company has products for the furniture sold was the second price adjustment, then cut from the original 10% discount, but sales are still down a few days is not optimistic.
(2) furniture sector in order to trimetazidine, Mehmet, the United States more than 20 brands directly Di reserve price. Such as the song played as long as the transaction price in the United States over 1 million headquarters can enjoy subsidies of 1,000 yuan, which is the song the first time in 22 years, the largest U.S. discount promotion; Mehmet is straight down 40%, interpretation of the history of the biggest bottom This is also the only city Mehmet major initiatives; three series for the first time the United States Di loose, nearly 400-600 million over 2000 yuan ... ... period, there is Mehmet, a small cane maker, the United States Di, Mickey and several world dozens of brands to break the routine, in addition to products other than Hall, so long as the items in the order fancy pictures, and then fall in the 10-20% discount. However, not many people to buy.
(3) I see that Ao Lier, Yi Kalan, Omori, Falang Shi, School Code and a number of excellent European and American furniture brands are put down the noble worth, Ao Lier so even 4 fold, and cost 5 sets of sample collection housing activities. In addition, Smith Barney U.S. House, State Sen, Wang family home is only about 5 fold. Approached quite a few people asking price, but not many truly pocket to buy. Furniture for the Chamber in terms of people stop buying, shopping guide to high miss a lot of enthusiasm, a positive recommendation to consumers is currently the most cost-effective to buy Which furniture. In this connection, but most people do not buy it, wait and see more.
(4), mattresses, soft beds, sofas, curtains and four software blocks is odd wins fresh competition, the United States was selling a variety of post-Renaissance, 19th Floor label offerings and products equivalent to 5 fold, Arran, Sui Po, media spend for all the factory price sale. Love according to Rees, the villa of the window, Yadi, Cheers, style, brand Dio space sofa sofa thousands of models have also played "only take two to three thousand dollars can buy a share to the value of the six-seven thousand of the sofa" , Cheers, Yadi opening of train manufacturers and directly to the factory cost of procurement. One consumer told me: "The current instability of commodity prices of furniture and the furniture stores offer furniture products sold inside the gap is still large, short-term price declines may still be large, but now there is time, more attention should be concerned about or , and so then too late to buy low. "
(5), teak, oak, Phoebe, Ash, Xiang Zhangmu, walnut, pine, mahogany and other materials produced by a dozen more than 40 brands of solid wood. Such as apple, Chinese date wood products wood, art Xuan, and wood home, Phoenix Dynasty Chinese concept, and so the release of Ogilvy Benson tremendous enthusiasm, profit sharing rate called the greatest in the history, such as the apple of 3 to 5.5 fold, Kazakhstan Manny 4.5 fold.
But is that price promotions are also difficult to see results.
2, What price war
(1) We have no reason not to mention what is so difficult to see substantial price cuts are effective, nor that the price of individual furniture manufacturers in the promotional activities have also made some small achievements, but the price war with low-cost strategy is inseparable from open. In fact, the danger of a price war is obvious. First, the 90s of last century, China's color TV industry has begun to set off a row 6 times "price war", both inside and outside the industry had heard of the triumph, leap, dozens of brands almost overnight collapse, thousands of supporting studios were closed down. Glanz further development of successful examples of price cuts to win. In 1995, Glanz resolute decision to sell down the project to begin mass production of microwave ovens, and low-cost sales, all of a sudden to defeat more than 30 microwave oven works, but the short-term vitality. Examples from these two cases is not difficult to see the price, of course, miserable failure, even if the win the victory is also tragic.
(2) for the market, "price war" is a deviation from the mainstream market, ignoring the technology, innovation and the fundamental, but only to seize the prices of factors of the surface, the result will undoubtedly slow the development of the market, and even cause the collapse of . These are eventually passed on to consumers, it seems that in the short term benefit of consumers in the future will suffer greater losses. Education has been a more reasonable price war of the Chinese consumers of furniture in this price war does not pay, it must also a major reason.
(3) Furniture manufacturers race to the "bargains" is bound to give the furniture industry and markets fatal injuries. The "bargains" contest, the most direct harm is brought furniture product quality and service standards decline, and ultimately damage not only to furniture manufacturers, furniture and furniture to consumers and messengers, in turn causing the entire furniture industry heavy trauma.
Therefore, I think: the furniture industry to get an orderly and sustainable development, we must abandon the "price war" Select "value war." In other words, we must rely on production technology, product quality and after-sales service, and always insist on continuous quality improvement, product design innovation, continuous improvement of the function, create new value. Furniture manufacturers as "the value of war" pass. Meanwhile, the implementation of brand strategy, not what type of furniture are produced and what price to sell furniture production, but for a relatively long-term brand strategic planning, as long as the furniture industry position itself to long-term development goals, create the core competitiveness of the furniture industry, there is no need to rely on pure price competition to grab market. The market should develop in the direction of healthy competition, which is its ultimate direction. The responsibility of the entrepreneur should be responsible for the development of the industry, consistently adhere to the quality, service, development and technology direction. The development of the industry boom, as the company's century-old heritage above all else. Of course, this heavy responsibility, as it relates to the furniture industry that the market tomorrow.
