The furniture industry will reach the ceiling when it reaches a certain scale. According to reports, after many large furniture factories in Shunde have reached a certain scale, they will choose a diversified development model. For example, the funds will flow into steel, fabrics, real estate, credit and other fields, and the furniture industry will become less and less in the proportion of the entire company.
"China's per capita consumption of furniture is far from the level of developed countries in Europe and the United States, and there is still a lot of room for market development. Afterwards, the competition in the furniture market will no longer be a competition for pure manufacturing capacity. It will involve product development, marketing, branding, communications, management, and many others. In terms of aspects, Luo Baihui, an expert on the operation of Chinese manufacturing brands, believes that the industrial chain of the Foshan furniture industry cluster is relatively complete and the circulation configuration is more efficient. However, the overall level is not strong enough. To fundamentally reverse the trend, we should focus on developing brand strategies and cultivating influential big brands so as to accelerate industrial upgrading in the entire region.
In August this year, the Shunde Furniture Association initiated the Pan-Home Furnishing Union, the Shunde Furniture Brand Alliance, and the Raw Materials Alliance. This move was interpreted by the outside world as the adoption of high-quality brands to enhance the influence of Shunde furniture brands to gain more market discourse power.
There are still a small number of enterprises in the Shunde area that have maintained relatively stable development status. Lan Xiaohua, a research fellow at the Chinese University of Hong Kong, found that a certain brand of top fabric sofa in Longjiang has found a new development path through channel innovation. The brand does not open stores, does not look for distributors, and completely passes the channels to the hands of top designers. Through the designer's work, the products flow to the market, and then give the designer a certain amount of business. According to the person in charge of the brand, through previous market inspections, they found that the most talked about sales of high-end furniture products are often interior designers. “For example, when designers design model houses, hotels, villas, and government offices, they put our products into the market, and the chances of the target consumers being impressed are far greater than the chances of success in sales promotion.” Lan Xiaohua believes, With orders from designers, it can also generate sales of several hundred million yuan in one year. Through the designer channel, it can not only ensure the stable sales of products, but also enhance the brand's influence.
Luo Baihui, an expert in China's manufacturing brand operations, believes that it is also a good way to spread risks through the development of multiple channels. In general, the multi-channel model mainly includes: domestic + foreign, direct-operated stores + distributors, and private label production + OEM.
“What we do is mainly the domestic and foreign dual-channel development model.” In the past few years, the brand has also taken into account the development of foreign markets while increasing its national layout. “We have always emphasized the international perspective of product design. In the days following the March and September exhibitions each year, there are more foreigners coming to the exhibition than the Chinese.” The brand’s annual sales are about 200 million yuan, including sales abroad. The amount accounts for three quarters of the total sales. A brand official revealed that this year, only the Japanese market took back tens of millions of dollars of orders, South Korea, Dubai market also has a good performance. In addition, the brand also began to adopt a multi-channel development model in the domestic market, "mainly based on distributors and supplemented by direct-operated stores."
Luo Baihui believes that multi-faceted development channels can effectively share risks. After this round of industry reshuffle, the threshold of the furniture industry will increase and the development will become more standardized. Companies with strong and advanced ideas will gain more market opportunities.
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