Since 2010, a series of regulation policies for the property market have come one after another, which has made the furniture market of the downstream industry suffer a new pattern while suffering. Panel furniture changed its dominant position in the rivers and lakes, and was gradually replaced by European and American classical furniture. According to statistics, in 2012 alone, total sales of panel furniture in Beijing fell by 30% to 40%; on the contrary, European and American classical furniture increased by more than 20%. The market reshuffled. Among them, the top 100, Yifeng and other companies that originally focused on panel furniture have transformed into solid wood furniture . A batch of Jiangsu and Zhejiang enterprises that previously only exported furniture have turned to the domestic market. Even the home distribution giant has actually announced that at the end of September ~ Early October will be completed the "European and American family" project, to provide satisfactory terminal experience services for people who love European and American style furniture. On the scene for a long time, the two big salesmen were so busy that their throats hurt At the beginning of September, the temperature in Beijing was still above 35 °. The soft furniture and panel furniture area of ​​the home Lize store was very quiet, and some sales staff were struggling to sleep; the four-story solid wood and European furniture area , The situation is diametrically opposed. Not only are customers here, but even more exaggerated, individual European furniture brands have already sold two or three orders in only half a day. "I'm sorry, I'm neglecting you. I was busy signing a contract with a customer just now. Please take a look." After two minutes in a European furniture store on the north side of the escalator on the fourth floor, the reporter hurried forward to apologize, and while busy packing up the papers and pens on the table, he hurriedly drank two saliva before continuing. : "I'm really embarrassed. I signed two big orders for a long time. I patronized and spoke in the morning. I didn't even have time to drink. My throat hurts!" As for the amount of the large order in her mouth, the salesperson whispered to reporters that one was 56,000 yuan and the other was more than 70,000 yuan. Coincidentally, there are also two middle-aged people who are choosing furniture in the American furniture store in St. Petersburg, not far from the store. One of the women aged 50 and over ordered a cowhide sofa, a coffee table, and a table in one breath. Oak double bed, worth at least 80,000 yuan. Doubts to eliminate competition equals to obliterate benefits? In fact, for consumers, competition in the seller's market is not a bad thing, it is conducive to lower product prices. Does the actual home cut the panel furniture brand, is it equal to obliterating the possibility of consumers getting cheap? In this regard, Mei Xuhang, the operation director of the operation and management department of the home, said that the current furniture industry competition has evolved into a vicious competition, and the company's profit margins have been reduced, and even reasonable profits cannot be guaranteed. No matter how it develops, the merchants will only focus on price wars, and will no longer work on product design, after-sales service or even product quality. The final sacrifice is not only the rights and interests of consumers, but also the healthy development of the industry. In the interview, many merchants also said that the sales of panel furniture were declining, but the costs of rent, labor, and logistics continued to rise, and the pressure to survive was very great. Some merchants even reduced the number of in-store service staff. "We are not trying to eliminate competition, but to control vicious competition so that consumers can get more convenience." Mei Xuhang said. European-style furniture is too similar, aesthetic fatigue easily? Due to the strict standards of Europe, the United States and other countries, furniture exported to domestic sales is better in quality. But after all, this type of furniture is an imitation of foreign classic furniture, lacking innovative and unique designs. Therefore, bringing together all European and American classical furniture will inevitably cause consumers to have aesthetic fatigue and no choice. In this regard, Mei Xuhang explained that although in terms of overall operating area, "European and American family years" is much larger than the previous European furniture area, but this does not mean that the number of brands will increase. "European and American Family" focuses on expanding the area of ​​each store of each powerful brand, so that it has a more overall sense of space in the display product sets and enhances the consumer's experience. "Every product that enters the" European and American Family "project has its own characteristics. In the preliminary inspection, we also carried out a detailed study of their original market performance and factories, selected them according to actual conditions, and paid attention to their product specificities. To avoid repetition. "Mei Xuhang said. Investigate foreign markets to tighten export to domestic sales In fact, the above-mentioned European and American-style furniture is produced in Jiangsu, Zhejiang and Guangdong, not imported furniture. Most of these manufacturers also do export business at the same time, but compared with previous years, the proportion of exports is falling sharply. According to Mei Xuhang, in addition to the brands entering the domestic chain stores, there are a number of factories in Jiangsu and Zhejiang that only export and do not sell domestically. After all, compared with the huge pressure on domestic sales costs and operations, it is obviously more comfortable to export and more profitable. rich. Therefore, these factories were reluctant to do domestic sales. Since the outbreak of the European economic crisis in 2008, overseas markets have tightened, and some export companies have begun to switch to domestic sales, but the number is small. Until this year, due to the strengthening of the anti-dumping suppression of European and American countries against China and the continuous downward impact of the global economy, China's furniture exports began to decline sharply. Mei Xuhang said that what made him feel the most obvious is that many Jiangsu and Zhejiang factories took the initiative to find the actual home through the Zhejiang Furniture Association and asked to settle in. In the past, such a group came to them and asked for national cooperation. It has never happened. "More than 10 brands made a special trip to Beijing in July, and more than 20 brands came to inspect this month, and most of the companies in this group have never been touched by us," said Mei Xuhang. It is reported that the aforesaid export enterprises' rushing to domestic sales is not only affected by the tightening of overseas markets, but the growth of domestic market demand for European and American style furniture is the main driving force. Take the example of England Huazhuang. In 2009, the first store was opened in Shilihe. In just 4 years, there were more than 70 stores in the country; Baojule, which also specializes in European and American style furniture, is more fashionable and only settles in the home. One month in the North Fourth Ring Store, the sales reached 6 million yuan, a result that many panel furniture can't reach in one year. Decline in sales of panel furniture companies have played European and American brands The sudden rise of European and American classical furniture has shaken the status of the "pin crown" of panel furniture. According to industry insiders, although the sales of panel furniture are still very large, compared with previous years, its total sales in first- and second-tier cities have dropped significantly. Statistics show that as far as Beijing alone is concerned, in 2012 compared to 2011, the total sales of panel furniture fell by 30% to 40%. According to industry sources, not only ordinary brands, but also many large brands have also been affected this time. In order to find another way out, Yifeng and Top 100 have begun to produce or operate solid wood furniture, European and American home furniture, etc., and have implemented strategic transformation. However, brands without the ability to transform can only passively join in more fierce competition. "We often say that the equivalent of porters who make panel furniture now can only earn a lot of money. Because compared with European and American style furniture, panel furniture does not require much manufacturing process, and the entry barrier is also low, which makes the field of There are more and more brands and less and less profits. Many companies have even lost their ability to resist risks. Comparatively speaking, European and American furniture brands are more resistant. "Yin Yin, Secretary-General of Beijing Furniture Brand Alliance Super representation. Reduce panel furniture brands and expand the area of ​​European and American furniture areas It is reported that the actual construction of the "European and American Family Years" is inextricably linked to the above situation. According to Mei Xuhang, with the Lize store as a pilot, to complete the "European and American family years", the home will actually reduce some of the panel furniture brands, only retain a few strong brands with a high degree of recognition by the people, and ease the tension of competition. At the same time, the European and American classical furniture stores will be expanded to make them more experience, and the four floors will be made into European and American furniture areas. According to Ren Cheng, the vice president of Real House, in order to promote the project, Real House provides strong storefronts (such as North Fourth Ring Store, Jinyuan Store, Taiyuan Spring Store) for the brands that participate in the creation of "European and American Years of Life". The manufacturer provides a location for setting up a window storefront. At the same time, merchants can also enjoy the preferential policies during the 3-year contract period: stores above 800 square meters, enjoy 50% discount on rent; stores above 500 square meters, enjoy 25% discount; stores above 300 square meters, enjoy 15% discount The rent policy remains unchanged for 3 years. It is reported that the "European and American Family" will first be opened in Beijing Lize store in November this year, with a business area of ​​more than 20,000 square meters; the second store will be located in Shilihe, with a business area of ​​40,000 square meters, planned for 2014 Opening. At the same time, the actual home will also be in Tianjin, Harbin, Daqing, Shenyang, Qingdao, Weifang, Hohhot, Ordos, Taiyuan, Shijiazhuang, Xining, Lanzhou, Zhengzhou, Luoyang, Hankou, Wuchang, Changsha, Hefei, Chongqing, Chengdu, In Guiyang, Kunming, Fuzhou, Quanzhou, Wuxi, Yangjiang, Yinchuan and other more than 20 actually home chain stores across the country, the "European and American family years" were created at the same time. Analysis: The future development space of European and American furniture is large For the actual home move, the industry is optimistic. Yin Chao said that there is still a lot of room for the development of European and American furniture in the future. Even in the industry ’s worst performance in 2012, due to the small impact of the housing market regulation policy on high-end real estate, the sales of solid wood, imported, and European and American furniture have performed well . Yin Chao believes that although the quality of furniture exported to domestic sales is good, but lacks brand recognition, the home can give them an excellent opportunity to quickly develop the brand and contribute to the overall healthy development of the industry. The reason why the home is optimistic about these companies is mainly because they have full confidence in their overall quality. These companies are relatively mature, coupled with the brand appeal of the actual home, they will inevitably achieve a win-win situation, and at the same time save the hard work of consumers shopping around and screening furniture. Zhu Changling, chairman of the China Furniture Association, said that furniture sales in the entire field are relatively good, with exports reaching 25 billion yuan in the first half of this year, a year-on-year increase of 12%. Among them, the sales of European and American classical furniture ranked second. Actually, the home launching the "European and American Home Life" plan is just a move to follow the market trend. (Source: Sina Furniture Editor: Peter)
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Panel furniture changed its hegemony position gradually replaced by European and American classical furniture
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