“Running a lot of home stores, still can't buy the furniture of your choice.†Faced with the same furniture products, consumers complained, which also reflected the current status of the furniture industry. On the one hand, the homogenization is serious, the design lacks innovation, and the other side is the increasing consumer demand for original design and personalized expression. How to break free from the "homogeneous" mud is a problem that every furniture company must seriously consider.
The homogenization of the furniture industry highlights the original customization into the transformation of the enterprise (picture from the network)
The plagiarism is prevalent, and the same copy of the product is flooding
In the hot summer, August is full of love. At this time of the year, many store merchants will play discount sales cards to ease the competitive pressure brought by the market. "Buy furniture over 2000 back to 1000", "original price of 8300 yuan special 3800 yuan", into the furniture store, a variety of promotional advertising to see people dazzled, although the price is very exciting, but the same copy of the product allows consumption It is difficult to show smiles.
On August 5, the reporter visited several major stores in Changsha and found that although there are many brands in the market, there are hundreds of brands in one store, but different furniture is only slightly different in price and brand. Some enterprises even have image packaging like twins. "I have seen this kind of children's wardrobe in a certain brand. Why are you two exactly the same?" In the face of reporters' question, the shopping guide of a children's furniture brand in the Red Star business circle said, "The shape is the same but the material brand is different. The wardrobe style is now. It's hard to find a different one."
Market competition is chaotic and the technical content is not high
According to incomplete statistics, since 2012, many well-known furniture brands have suffered from plagiarism. In October 2012, Fuye Furniture successively sued two furniture companies for infringing their appearance patents. At the 2012 Shanghai Furniture Fair, Beijing Innovative Furniture identified several models of Maxwell's alleged plagiarism, and was later escorted by Maxwell to the court for compensation and apologize.
“Furniture stores are expanding rapidly. Changsha has more than 10 furniture cities. The overall situation is at the stage of oversupply. The concentration of brands is not high, and there are many counterfeits. At the same time, the core areas of many furniture cities are large at home and abroad. Brands occupy, small brands want to break the barriers of the industry, they have to face many problems." Cheng Jie, general manager of Hunan Branch of the Real Estate Branch believes that the pain point of the furniture industry has caused the sales of many furniture dealers to fall in a cliff-like manner.
Why is there such a chaotic situation in the furniture market? Cheng Jie said that the main reason is that the threshold is too low, the technical content is not high, and a store of more than 100,000 yuan can create a store, and a million yuan can open its own furniture factory. Moreover, due to improper intellectual property protection measures, the time and cost of R&D innovation is high. Small and medium-sized furniture companies dare not have the capital to take risks. They prefer to follow up and imitate the hot-selling new products of large enterprises. The overall original design is weak, and many factories may still stay in counterfeiting, plagiarism or minor repairs on the basis of others.
Take the original custom route, first taste the "butterfly" sweetness
When the winds in the furniture market began to turn, the entrepreneurs who dared to eat crabs first tasted the sweetness of "butterfly change." In May 2014, under the circumstance, Chen Hao established a furniture company and officially entered the furniture industry. The first store “simple space customization†was opened in Changsha's well-known home store. The reason why he chose to be an agent, Chen said: "It is entirely because of interest, but also want to provide high-quality home life for more families." Who can think that due to fierce competition in the furniture industry market, the situation began to turbid, many small businesses simply Without the ability to develop independently, but blindly plagiarized, the phenomenon of market homogenization has become increasingly serious, and Chen Hao’s stores have begun to enter the bottleneck period.
“Our original product category can not meet the individualized needs of customers. The turnover in the second half of the year has already dropped significantly.†In response to the situation, in early 2016, Chen Hao quickly adjusted its direction and turned to the private custom furniture market. Offering a full range of private custom home solutions that offer “hard to softâ€, the store’s turnover has also increased by 40%. "Customization can't be imitated. After the transformation, we will focus on the high-end custom market, build interest files for consumers, and make overall matching by designers. Customize your own style and restore the real effect of your renderings, even on furniture. You can also print your own unique logo." In the fiercely competitive furniture market, find your own "one-acre three-point land" in order to win in the market competition.
Open the advanced customization mode to differentiate the break
Due to the double blow of the industry downturn and the online market, traditional home furnishing companies have been very difficult, and relying on simple rental home stores is even more bleak. Then, how to stand out in the serious wave of homogenization of household products and seize the blue ocean of the furniture industry? As the consumer groups in the furniture market become younger, the consumption habits are also changing. Furniture entrepreneurs must accurately target the consumer market. Achieving a transformation from manufacturing to service. At the same time, it is transforming into the direction of refinement, specialization and branding, leading the development of the industry with originality and opening the advanced customization mode.
The transformation of the furniture market is both an opportunity and a challenge for entrepreneurs. Li Jinlong, executive vice president and secretary general of the Hunan Interior Decoration Association, suggested that you should be cautious before entering the furniture industry. It is necessary to comprehensively consider the furniture brand strength of the agent, segment the market, achieve differentiated competition, and have a strong marketing team, enter the community, and carry out targeted services.
In the context of the Internet +, entrepreneurs in the furniture industry should also know how to stand on the cusp of propaganda. Entrepreneurs can develop a furniture network platform, combine online and offline, and use modern technology to build consumer files. And hold an experiential sales activity, with the consumer's sensory experience as a breakthrough, launching in-depth experiential marketing, allowing customers not only to pay attention to the rational function of the product, but also to pursue the combination of perceptual wisdom and high-quality experience brought by the brand.
Nantong Zhuoluo International Trading Co., Ltd , https://www.zlhomedecor.com