Factors such as the sluggish international trade and domestic real estate regulation and control, "the market is not good" have been talked about by many people in the furniture industry. The reporter found at the 28th International Famous Furniture (Dongguan) Exhibition held yesterday that many Dongguan furniture companies have adopted various measures to deal with the sluggish market environment. Some companies have increased their R & D and innovation efforts, while others have "specialized in one point" and found a "blue ocean" suitable for their own development from highly competitive industries.
At the same time, during the market downturn, many new furniture brands have seized rare development opportunities. Yesterday's famous furniture exhibition, some furniture brands that have never exhibited in the past, but this time appeared high-profile, and use the exhibition platform to seek greater development space.
Creative first creative design "preemptive" in the competition
On the surface, it looks like a sofa, but when turned over, it becomes a desk; it was originally a drawer, and when it was pulled out, it became a decorative decoration for the living room ...
At the famous furniture exhibition yesterday, the creative furniture of Fuzhidao Furniture attracted the attention of many audiences. The person in charge of the booth said frankly that the product was homogenized, and in the end, they could only compete with others for the price. However, the innovative products designed independently are unique in their competitiveness and pricing power.
In the past, furniture companies received orders with confidence, and the inertial development path of recruiting dealers was completely disrupted by the sluggish market. It has become a common choice for many furniture companies to improve their own design and innovation capabilities.
"The first two generations of the company's products have been used to split the wood for fire. Now we are very confident in the unique design of the third generation products. Participating in the famous furniture exhibition is to accept the market inspection." Li Dan, head of Nineveh Home Furnishing The company moved from Shenzhen to Dongguan last year. The products displayed this time are the works of the company after several modifications and improvements. This company that has been doing interior decoration design 4 years ago has spent 4 years devoted to R & D and design, so that the product can combine beauty and practicality.
"Because we are taking a high-end route and high value-added products, changes in the market environment have little effect on us." Li Dan admitted that the company's products are the most expensive of domestic furniture. And these products are sold with the confidence to be the unique design advantages of the products.
At the same time, this famous furniture exhibition also launched a 4,000 square meters design exhibition. The design exhibition includes outstanding works from more than 40 design institutions. Yu Xuhui, deputy secretary-general of Dongguan Famous Furniture Club, said that the furniture design exhibition named “Creative gogo†was launched by Famous Furniture Fair, the purpose is to connect manufacturers and public R & D platforms and creative institutions to facilitate the convenience of independent innovative design for furniture companies.
Precise positioning spells out a "blue ocean" from the "red ocean"
"Retail is not easy to do, let's do engineering!" At the famous furniture exhibition yesterday, the advertisement of the housing enterprise furniture company was particularly eye-catching. Chen Peng, general manager of the furniture retail chain business department of the housing enterprise, told reporters that the company was registered in 2010 and has always adhered to the development strategy of equal emphasis on engineering furniture and civil furniture.
The current downturn in the furniture industry mainly affects furniture retailing, and due to the higher threshold of engineering furniture and less competition, housing enterprise furniture has firmly grasped the "blue ocean" of engineering furniture and realized the development against the market.
At yesterday's exhibition, housing enterprise furniture moved the engineering furniture work team and office into the booth, and showed the work flow to the audience. Chen Peng said that the company's strong point is that it has rich design and practical experience, able to refine the design concept of large projects from the preliminary design, and finally realize the design ideas and supporting.
Chen Peng revealed that since many furniture companies do not know much about engineering furniture, the company is planning to set up an enterprise university in Jiangxi to set up engineering furniture detail courses for interested peers. Further, housing enterprises are also preparing to provide other furniture companies with engineering furniture personnel dispatching and other services.
Yu Xuhui said that there are still many Dongguan furniture companies that are as good at finding the "blue ocean" in the market as the furniture of house enterprises. Some companies focus on creative furniture and some focus on custom furniture, all of which have achieved great success. Yu Xuhui analyzed that although there is a problem of overcapacity in the domestic furniture industry, there are no sunset industries, only sunset companies. The more the excess capacity, the more the door of opportunity will open to excellent companies. Especially for those creative companies, they can finally stand out from the industry through the advantages of overall management capabilities, market brand marketing capabilities, product design R & D capabilities, and value-added service capabilities.
Embracing development, accelerating industry integration, responding to market cold
"Now the market slump has not affected us a lot." Zhou Wenbing, the director of the office of Huawei Group Co., Ltd., admitted that the external costs and artificial rises, and the increasingly fierce order competition are all objective facts. In order to cope with this impact, Huawei Furniture made adjustments in its development strategy and cooperated with the young children's furniture brand Jack Danny. With the help of this cooperation, Huawei Furniture is planning to expand in domestic sales and put forward the plan of “thousand stores in three yearsâ€.
Zhou Wenbing said that Huawei is a brand with more than 10 years of cultural precipitation, and Jack Danny is a young company founded in 2008. The cooperation between the two parties can not only share customer resources, but more importantly, collide with each other in new and old management experience, and learn from each other's strengths.
Similar to the strategy of Huawei Furniture, Gu Family Furniture and LAZYBOY, an American brand that produces functional sofas, have reached a cooperation. The two sides have conducted in-depth complementary cooperation in terms of channels and brands.
The sluggish market forces companies to accelerate integration. The reporter also learned yesterday that dozens of custom-made furniture companies in Dongguan have now formed an alliance and established a “committee†of custom-made furniture, and cooperated to deal with the cold market.
The dwarfs and "Snow White" attracted attention
â–¡ Exhibition Highlights
Huawei Furniture invited seven "dwarfs" with a height of about 1 meter to stage the play of Snow White and the seven dwarfs. "Dwarfs" have also distributed flyers and performances for the brand in the exhibition hall from time to time, attracting the attention of many audiences.
Another company invited a blonde Russian beauty model, dressed in a traditional Chinese wave hollow fishtail gown, whose white skin was more beautiful and dazzling against the blue and white spray pattern, which attracted the audience to stop and take pictures, loudly admiring "How beautiful ".
The Senkaiwei brand presents a thick piece of wood, and interested viewers can experience sawing wood with a huge saw. A person in charge of the booth said that the use of sawn wood to attract the audience is to convey that the brand uses traditional woodworking techniques, and the products are more environmentally friendly and durable.
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