Hebei furniture development growth rate of 4 times the national

In 2011, under the influence of multiple factors such as cost increase, labor shortage, and property market downturn, the sales growth of China's furniture market slowed down, and the furniture industry began to enter the “freezing period”. In this context, how is Hebei Furniture's performance in 2011?

Production enterprise: transformation and upgrading "big step"

In 2011, although the Hebei furniture consumer market was sluggish, some SMEs had some difficulties in their operations, but the entire industry still showed strong growth. From January to September 2011, the cumulative production of furniture in the Hebei market was 4.8896 million, a year-on-year increase of 32.53%; the national market was 50.543 million, an increase of only 8.26%. In contrast, the rising trend of the furniture industry in Hebei is more obvious, which means that Hebei manufacturers are more confident in the market.

In 2011, more than 90% of furniture manufacturing enterprises in Hebei Province had sufficient funds, and the capital investment was higher than that of previous years. The expansion and expansion of leading enterprises remained the same, and the small and medium-sized enterprises also increased their brand promotion. The entire Hebei furniture manufacturing industry showed a transformation and upgrade. situation. This situation can be confirmed from the following aspects.

1. Expansion and expansion have not changed. Changes in the market environment have not affected the expansion and expansion of enterprises. Large enterprises such as Bluebird Furniture, whose new plant with an investment of more than 300 million yuan will be put into production, will also launch a construction plan for a new plant of 150 mu. In addition, in August 2011, Bluebird began investing more than 400 million yuan to build the Bluebird New Industrial Park Zone B. The Bluebird International Business Center covering an area of ​​100,000 square meters is also under construction. The mall will be self-produced and sold. Lord, taking into account business operations. Small and medium-sized enterprises, such as Wandi Sofa, are planning to set up a branch factory in Xianghe, and the new production line of Gulin Furniture will be built in October 2010. The new production line was put into operation in October 2010.

Second, pay close attention to marketing innovation. In 2011, traditional large-scale furniture manufacturers vigorously innovated marketing. Taking Ping An Furniture as an example, on the one hand, Ping An implemented the “professional people to do professional things” system in terms of talent reserve and use; on the other hand, Ping An invited the famous training lecturer Mr. Wu Jianhua to conduct on-site training for all Ping An shopping guides and organized More than 500 owners visited Zhengding Furniture Factory to carry out “factory direct sales” activities. Under the guidance of Ping An, Nordan, Yuhu, Little Bee, Jin Haiyan, Wangzi Jackie Chan, Xiangyi and other enterprises, together with the Zhengding Family Association, jointly held the “Zhengding Furniture Shanxi Special Winter Purchasing Conference” with a total sales volume of nearly 10 million yuan.

Third, the awareness of brand clusters has increased. Jia Ran, chairman of Bluebird Furniture, pointed out in an interview with the author that "specialized production and collaborative division of labor are the way out"; Qi Jianjun, chairman of Lijunli Sofa, spoke at the Hebei Furniture Annual Conference, saying, "The river is full of water and rivers," To make a brand enterprise bigger and stronger, we must first develop the industry. In 2011, Hebei Huanhai Furniture Industry Summit Forum, provincial and municipal association meetings and other industry activities were all emphasizing the development of brand clusters.

Fourth, strong cooperation, cooperation and win-win. The arrival of furniture brand marketing “100 million era” has made the brand marketing cost gradually increase, and the gap between brands has widened. Some of the brands that are in the forefront of the industry rely on sales dominance to bring many small and medium-sized brands to the forefront. Under the background that giant enterprises began to enter the sales stage of “concept + service” and “brand + service”, SMEs began to “join hands” with giant enterprises, striving to become the outsourcing production base and supporting producers of giant enterprises. For example, the new bluebird furniture factory will take the lead in adopting the “cooperative division of labor” production mode; the small and medium-sized brand Beiyue sofa will cooperate with the southern giant furniture enterprises through the merger of production bases.

Circulators: Differentiated operations are "eye-catching"

In 2011, the home store closed news constantly. This year, the home of Hangzhou and the 16th store in Changsha were closed in about one year; there were only four or five furniture stores in Shenzhen's Longgang Central City. The old three-ring home in Jingcheng experienced 14 years of wind and rain and then withdrew. Beijing __ home market; Ou Yada home Wuhu shop suffered a "discontinued"; "foreign supermarket" Home Depot completely withdrew from the Beijing market, Lehua Meilan Dajiao Ting shop closed ...

Compared with the national household market, “the four smokes”, although the Hebei furniture market was also challenged in 2011, the distributors did not encounter a fatal blow, and the circulation channels began to enter the stage of transformation and upgrading and service optimization. With the characteristics of channel upgrade, service upgrade, special operation and franchise, the differentiated operation of Hebei mainstream channel dealers is particularly eye-catching.

First, the circulation of predators intensive layout. Dongming Furniture, the leading furniture chain of Benxi, has successively added Jinmendian, Anping, Shijiazhuang Pan'an Road, Timomar Office Furniture Experience Hall, Hengshui Te'anlai International Home Building Materials Plaza and other branches. In the home business circle along the Zhao'an Road in Shijiazhuang, Dongming has occupied a 1/3 share. In addition, the national home chain giant Red Star Macalline also joined the ranks of dense layout, opened a second store in Shijiazhuang.

Second, the commercial vacancy is compensated. With the arrival of the “freezing period” of the industry, new stores in Hebei have tapped potentials in the market segments in order to fill the gap in the market. Dongming Furniture has aimed at the lack of specialized display and sales venues in the professional office furniture market in Hebei, and launched the first professional office furniture store in China. Mie Furniture sees Shijiazhuang's urban development shifting its focus to the northeast. The residential area, commercial area and industrial functional area of ​​the central city are bound to gradually overflow. Combined with the “home circulation channel, it has begun to shift from rent management to buying and selling. The development trend of the agent turned to direct operation and the characteristic advantages of the “regional industrial cluster”, it is planned to invest 10 billion yuan to develop the “village integration” Nancunwan project covering an area of ​​5,400 mu.

Third, the mergers and acquisitions of the store increased. The merger and acquisition of Hebei furniture stores began to appear as early as 2008. In November 2008, Dongming Furniture East Second Ring Store signed a contract, and the next year, Chunan Store signed a contract; in August 2010, Jinlilai Furniture, which has 11 years of development history, joined Dongming; in 2011, Dongming Furniture successively purchased the sixth largest chain store in Shijiazhuang. Jinmen Furniture City, Anping Xinyilong Furniture, Hengshui Te Anlai International Home Building Materials Plaza.

Fourth, the circulation channels are sinking. Relative to the “excess” store pattern in first- and second-tier cities, the third- and fourth-tier cities generally have low brand grades, poor shopping environment, and poor pre-sales and after-sales service. This also means that third- and fourth-tier cities are eager for brand and service upgrades. , have greater business opportunities. To this end, Hebei's strength furniture stores have been sinking channels to third- and fourth-tier cities. At present, Dongming's stores in the third- and fourth-tier cities account for a quarter of its total stores. It has branches in Bazhou, Xingtai, Hengshui and Anjun; Xingtai Xinkailong Home has proposed “one city and one store” Slogan, it is planned to add 10 stores in 3 years; Jidongxin Home chooses the county-level market as the main battlefield, and is currently preparing to build Yongnian, Linyi and Cheng'an three stores.

Dealer: Seeking development in chaos

“There is no regularity in the army, and the water is inconstant.” The same is true for the marketing industry. Since the industry reshuffle and integration is imperative, for dealers, it is necessary to adapt to the trend and change with the market.

At the end of 2011, in this pan-home “Severe Winter”, Asia-Pacific Media’s survey data on home furnishing dealers in the national pan-home industry showed that 23.9% of distributors in Hebei Province, which is centered in Hebei, wanted to change brands, of which about 90% From prefecture-level cities and county-level cities. In this survey, we found three major characteristics of furniture consumption in third- and fourth-tier cities: First, the demand for large brands increased, second, the number of high-end stores was insufficient, and third, the dealer service was not perfect. Under this circumstance, in 2012, dealers need to take the lead in the chaos, take the lead, and actively seek change when operating, and seek all development opportunities.

First, hard work and solid foundation. In the branded furniture store, product-oriented marketing strategy based on product, price, channel and promotion alone, it is difficult to truly explore consumer demand, establish mutual trust relationship and improve customer satisfaction. The development trend of specialized and systematic market forces dealers to continuously learn and improve marketing capabilities. In August 2011, the “Terminal Shopping Guide Skills” training organized by the Asia-Pacific Media Shijiazhuang Branch was greatly welcomed by furniture dealers. The training class members reached more than 300 people. In December, Haifei Marketing Management hosted the “direct marketing” training scale. More than 200 people.

Second, the brand upgrade. The arrival of the “big brand marketing era” in the pan-home industry has made product sales not only sell “tangible products”, but more importantly, introduce the “intangible value” behind the products into the consumer concept. There is a big difference between selling "products" and selling "concepts + services", which is the difference between brand and brand in core value. At the end of 2011, the Asia-Pacific media nationwide pan-home industry dealers census activities, the author turned around the third and fourth-tier cities, found that these cities are very lack of well-known furniture brand, brand furniture space is quite large. For dealers, brand promotion will take the initiative in the market competition.

Third, the transformation does not change. The objective demand of “brand upgrade, channel upgrade and service upgrade” for terminal consumption in third- and fourth-tier cities has brought unprecedented opportunities for the development of distributors, and also brought huge business opportunities to local power distributors. Taking Hebei county-level cities as an example, local power dealers have seen two new trends. The first is to invest in commercial real estate and develop home circulation channels. Second, relying on the advantages of its own sales network, investing in industries that are lacking in northern production enterprises, such as wallpapers and fabrics, to open up markets through self-production and sales. The expansion of these powerful distributors is carried out in the field of pan-home, and they are relatively successful. On the contrary, some businesses that directly cross the pan-home and enter other industries have not succeeded. It can be seen that the transformation does not change, it is more rational for the business.

The performance of the furniture industry in Hebei in 2011 reflects the wisdom and eagerness of Hebei furniture people to take the initiative in the downturn of the industry. At the same time, the experience and understanding accumulated by Hebei furniture people in 2011 is a valuable asset worthy of further exploration for 2012, which has already begun. In the accumulation of progress, Hebei furniture people will be more stable in the future.