Keywords 1: Bipolar (made in China to created in China, world factory to world market)
[Interpretation] Since the reform and opening up, China has seized the opportunity of economic development and spent 30 years to complete what other countries need to complete in 100 years and 200 years. The most important manifestation of this miracle is that "Made in China" has flooded all over the world like the tide, especially the developed countries such as the United States, Europe, and Japan.
As far as the furniture industry is concerned, China has become the world's largest furniture producer, and in 2005 completed exports of 13.767 billion US dollars, surpassing Italy in one fell swoop and becoming the world's largest furniture exporter. But behind a large number of exports is a hidden worry, because almost all of China's furniture exports are OEM and OEM, which only stay at the low level of "Made in China". To "create in China", we must take the road of branding our own research and development, production and sales. This is a bipolar: from "Made in China" to "Created in China", from "World Factory" to "World Market", in the next 10 years, China needs to transform from a large furniture-producing country into a powerful furniture-producing country. Need more courageous furniture companies to explore and develop.
Keyword 2: Internet
[Interpretation] In the first decade of the 20th century, the Internet has increasingly shown its enormous power. The Internet industry has gradually integrated into the traditional industry from a relatively independent industry. Under the influence of the Internet, the upstream of the traditional industry chain has become increasingly important.
In the past two years, the Internet has shown extraordinary strength in the traditional furniture industry. It is not difficult to find that some furniture companies have made great efforts to open up new sites in the network from the beginning: simple products, companies Information release, to the display of corporate image and culture, to the naming of relevant columns, to the opening of online events, and even to the online shopping malls ... all of these all conveyed to us that the furniture industry marketing in the Internet era is about to face A new model and new pattern. The Internet will be an important keyword for the furniture industry in the next 10 years.
Keyword 3: Capitalization
[Interpretation] According to incomplete statistics, China's current furniture industry's overall output value is about 670 billion yuan, the scale is comparable to real estate, automobiles, home appliances and other pillar industries. It is a pity that these 80,000 furniture companies across the country are scattered and small "star patterns" and lack benchmarks. In the classification of the furniture industry of the Shenzhen and Shanghai Stock Exchanges, there are only four listed companies whose total output value does not exceed 10 billion yuan. The Swedish IKEA sales revenue in fiscal 2009 reached 21.5 billion euros.
Is it to use capital power to achieve qualitative change, or to continue to be a little star in the dark? Hundreds of years, Red Star Macalline, Huayuanxuan and other furniture companies lined up for listing, everyone is competing for a long-vacant "dominant" opportunity. For many Chinese furniture companies trying to "Longmen Leap", the capital promoter has an irresistible temptation.
Always "not bad money", almost all furniture company owners who are born for private capital have changed their minds, eager to shift from pure industrial operation to capital operation. The scale of 670 billion furniture industry has given countless venture capital huge wealth of imagination, and, driven by the strong consumer demand brought by the urbanization process in China, it is an indisputable fact that the furniture industry is still in a fast-rising channel.
Driven by capital, big fish eat small fish and fast fish eat slow fish. This is an indisputable fact before furniture companies. Capital predators certainly have a positive role in promoting the development of China's furniture industry, but the company's mentality is also very important: in the end, do you want to use capital to complete your great business dreams and realize business value? Still want to circulate money, cash out and create financial bubbles? In any case, it is an indisputable fact that the capitalization operation of Chinese furniture companies will increasingly become the focus of the industry.
Keyword four: giant
[Interpretation] Capitalization and industry giants often appear together. In the past two decades of China ’s two waves of industrial development, the furniture industry has not been effectively integrated because of the lack of strong domestic and international financial capital intervention. Without the channel layout and shaping of the modern large-scale circulation industry, it is difficult to cultivate large enterprises with tens of billions of output value.
To put it bluntly, "China's furniture industry is generally 'the boss has the final say.' In this privately owned business model, the boss's ability and knowledge largely determine the level of enterprise development."
From this perspective, listing may be the best way for Chinese furniture companies to upgrade their industries. Because an enterprise enters the capital market, the property rights structure will change greatly, which in turn determines the different organizational structure of the enterprise, and thus determines the different corporate governance structure, and ultimately determines the behavior and performance of the enterprise.
The industry has said that there are no large enterprises in the furniture industry, and there are no circulation hypermarkets such as Gome and Suning. This is the current status quo; but this situation is slowly changing. In the next decade, whether the furniture industry is production or circulation industry, The large-scale and large-scale brand enterprises will definitely appear, which has become the industry consensus. Let us look forward to the birth of the "furniture giant" in the next decade.
Keyword five: brand
[Interpretation] Today, a huge cloning machine in China is easy to be copied quickly regardless of any products and services. Even the furniture industry, which is known as "personalization", can only be "homogenized". Finding "differentiation" in a difficult situation.
For traditional furniture companies, they have been immersed in making products before, and advocating wine is not afraid of deep alleys. Now the CEOs of Chinese furniture companies are more and more aware of the importance of the word "brand". More and more furniture companies have begun to use star endorsements, concept hype, entertainment marketing and other means to greatly enhance the popularity of brands and industries. Walk in front of brand building. From the current situation, only the brand is the killer that can create long-term differentiation. Brands can transform an enterprise, and it will surely become the engine driving a new round of sustained and rapid economic growth. It will also create the future of the enterprise.
Keyword six: service
[Interpretation] In the context of global competition and the rapid development of information technology, the traditional manufacturing industry is undergoing fundamental changes. For enterprises, relying solely on providing products is no longer enough to cope with increasingly fierce competition and profitability. The space is getting smaller. Therefore, "hybrid" enterprises, or "service manufacturers", are becoming a trend in the transformation of manufacturing enterprises.
Various polls and surveys in the furniture industry at the end of 2010 showed that more and more consumers take "service" as an important measure of whether to choose a certain brand of furniture. Therefore, in the case of small product differences, companies need to continuously tap consumer demand, increase the level of service differentiation and improve service responsiveness, efficiency, and quality, which can provide consumers with more added value and improve products Competitiveness.
However, the product is tangible, can be standardized, can be stored, can be mass-produced and sold, but the service is intangible and non-standardized. Compared with the provision of products, the process is more complicated, but regardless of the service How difficult the road is, for furniture companies that are determined to win the "future", they must also continue unswervingly.
Keyword 7: Self-breakthrough
[Interpretation] Breakthrough means opening gaps to break through difficulties, while self-breakthrough is self-surpassing. For the furniture industry, breakthrough means innovation and change. For furniture products, from the breakthrough of standardized furniture to personalized furniture, from meeting the diverse needs of consumers and providing quality services, there is a need to break through, including how to introduce advanced manufacturing technology, information technology, Management and production management also need to break through.
We see that the Chinese furniture industry is a home-related industry, which is actually driven by real estate. The increasingly young consumer groups in the furniture industry have very different values ​​and lifestyles than their parents. They advocate novelty. , Emphasizing self, emphasizing individuality, their demand for furniture products is diversified. As a result, the furniture industry's "self-breakthrough" in product design and brand image has become more urgent than ever.
Keywords eight: e-commerce
[Interpretation] In the era of electronic information, many furniture brands are eager to try e-commerce platforms, looking forward to using this platform to occupy market share, online furniture buying in the furniture industry began to rise quietly, e-commerce has gradually become the new darling of the furniture industry marketing.
Dongfeng Village in Shaji, Jiangsu is an ordinary rural village in northern Jiangsu with more than 1,000 households, but because of the self-made simple assembled furniture sold on the Internet, the annual output value of the related industries created in three years has reached 300 million yuan. Say it is a miracle of furniture e-commerce.
In 2010, Qumei Furniture launched the Internet-based group buying promotion activity "Qu Yituan", which won 16,000 orders in less than 30 days, setting a record of more than 100 million yuan in sales, which caused a sensation in the entire furniture. industry.
The development of e-commerce in the furniture industry is still in its infancy, and as a sales platform, it is impossible for online furniture display malls to temporarily replace the location of physical stores. Even IKEA, which has been experimenting with online marketing for many years abroad, is also in China. Not dared to open an online shopping platform. Although there are still many difficulties in the online sales of furniture, in the next 10 years, e-commerce will surely become one of the key keywords affecting the furniture industry.
Keyword nine: New pattern
[Interpretation] In the past decade, China's furniture industry is undergoing a huge change in industry and market competition, and for the overall situation of the furniture industry, you will find that a new industrial pattern is emerging: the Sichuan army is rising, relying on the firm second and third levels In-depth exploration of the domestic demand market, Sichuan Furniture combines the three major energies of panel furniture, industrialization and channel expansion of independent stores to form a new system of competitiveness; while Beijing Furniture relies on a large market in Beijing and brands that are difficult to replace The influence still maintains strong strength and competitiveness; Yuepai and Zhepai ​​furniture have always been at the core of the Chinese furniture industry; Yuepai, Jiangsu, Zhejiang, Sichuan Army, and Jingpai are forming a world-wide industrial pattern; in all parts of the country, in the east Various furniture manufacturing bases such as industrial bases, western industrial bases, northern industrial bases, and central industrial bases have emerged one after another. National competition is leading to changes in the national industrial strategic layout. In this situation, we will wait and see whether the pattern of the furniture industry will continue to be broken in the next decade.
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