Home Furnishing Industry Enters Brand Concentration Phase, Market Competition Intensifies

The furniture industry enters the era of brand competition

"For a long time, home brands have relied more on quality and design to occupy the market." Huang Weiye, president of the Shenzhen Furniture Industry Association, said the lack of marketing makes furniture brands difficult for consumers to judge. In addition, for the home furnishing industry with scattered enterprises and many brands, the adjustment of the market pattern is inevitable, and the era of brand advantage for the home furnishing industry is coming. This stems from the increased awareness of consumers' home brands, and the focus on products is gradually biased towards brands. In the long run, market sales are increasingly concentrated in brands, which has a crowding-out effect on small brands.

"Now the development of the furniture industry is ushering in the brand era. Companies focus on brand building and pay more attention to terminal media communication. This aspect can promote their own quality improvement. Consumers can purchase environmentally safe products; on the one hand, consumers can also be exposed to More furniture professional knowledge makes it easier to compare and choose rationally. "Huang Weiye pointed out.

Huang Weiye predicts that the concept of "big environmental protection" will gradually become the mainstream of furniture. Now many brands place too much emphasis on solid wood furniture, highlighting its green performance, but the global wood resources are getting less and less. Therefore, use natural wood with caution and consider man-made boards, Thin wood can realize the sustainable development of furniture.

Product classification is becoming more professional and meticulous

In the past, products in the furniture market were relatively simple, and panel furniture accounted for "half of the country." With the rapid development of the market and the continuous improvement of consumer demand, the furniture market is gradually moving towards specialization and standardization. The reporter visited the market and learned that the current furniture products can be divided into panel furniture, solid wood furniture, metal furniture, upholstered furniture, children's furniture, custom furniture and other categories. Many brand furniture merchants are comprehensive furniture stores and the furniture categories are relatively complete.

Mr. Wang, who has been engaged in the furniture industry for more than ten years, told reporters that the reason why the classification of furniture products is more and more professional and meticulous is mainly because the industry as a whole has realized modern production, the production and marketing team is constantly expanding, and the production costs are increasing, and the market The number of brands on the market is increasing, the market share is being divided, and the sales radius is shrinking accordingly. Faced with such a bottleneck, enterprises can only choose to expand their capacity if they want to develop—increasing the investment in the product line, the longer the product line, the wider the choice of dealers, which is beneficial to manufacturers and merchants.

In addition, at present, many people are pursuing home taste. The finer and more professional the classification of furniture products, the greater the choice of consumers. Different styles, different materials, different sizes, and different types of furniture will help consumers grasp the size, Color and style.

The home market enters an era of deep competition

As the Chaoyang industrial home furnishing industry that meets people's basic needs for life, department stores and home appliance stores are striving to extend their tentacles to the field of home furnishing. Looking at the recent home furnishing market, home furnishing + banking, home furnishing + home appliances, home furnishing + department stores ... new types of cooperation models are emerging endlessly. The home furnishing market has obviously entered the era of "deep competition".

Recently, household goods have occupied a place in Red Star Macalline, Actual Home, Jimei and other stores. The dividing line between kitchen appliances such as smoke machines and stoves and home appliances is not very clear. Ms. Liu of Jimei Yi Home Living Museum told reporters that domestic consumers' shopping ability is rapidly improving, more and more people are full of longing for high-quality life, traditional kitchenware no longer meets their needs for home life, and the potential of the home industry is like Deeply buried treasures are always excavated inadvertently, bringing unexpected surprises to people. In 2011, the competition in home furnishing stores will also enter a new era of in-depth competition from superficial competition.

"Brand competition will become an important means of competition in the Chinese furniture industry in the next few years," said Zhang Siquan, general manager of Shuanghu Furniture Marketing Company. With the improvement of people's living standards, the requirements for home taste are getting higher and higher, and merchants have begun to develop in the direction of "branding".

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