The “2011 China Furniture Leaders Annual Meeting†hosted by Furniture Time was held on December 15th in Meilin Lake, Huadu, Guangzhou. A number of Chinese furniture leaders and entrepreneurs were present to discuss the hot issues of the furniture industry in 2012 in the form of thematic debates. When home furnishing entrepreneurs propose that the furniture market is the worst, they should focus on furniture brands.
Just as Zhao Xiao, who spoke first, explained China's economic environment outlook next year, when the external economic system such as the United States and Europe gradually collapsed, and when it is difficult, China, which has long relied on the export growth model, will face a severe test. It is possible to let the people of the country see the hope, and hopes that the domestic urbanization process will advance, and it is expected that the domestic consumption level can be stimulated.
In the process of communication among many entrepreneurs, it was found that the vast majority of entrepreneurs who had extremely pessimistic predictions in 2012 had exhibited. How to deal with the cold winter that has begun and where the unknown end point is? What do entrepreneurs think about whether brands should continue to be promoted and channel exploration? Let's take a look at the thinking of the parties.
Branding starts from the worst time
Most consumers know Red Star Macalline and their home, but it is difficult to say the brand of furniture manufacturing enterprises. The furniture brand is ambiguous. In the eyes of consumers, in the eyes of consumers, it is no different from a third-rate brand. Nowadays, the furniture brand is in the transition period, and it needs to transition from the industry brand to the consumer brand. At this juncture, it has encountered the economic crisis sweeping the world, entering or retreating, attacking or defending. Where to go?
Du Zehua, the chairman of the federation, revealed that the federal history has been confronted with adversity. The constant attack is the best defensive consideration. The attack can be understood as a kind of self-confidence culture. First, we must understand ourselves and do our best. , gather strength, to focus on breakthroughs. For example, Du Zehua is the best attitude in realizing branding in his eyes: how many years have been in the brand stores in some small alleys in Hong Kong, 20 years, 30 years, although small, but they understand themselves, calm development, Changsheng Not bad. Many domestic companies think that you are doing a big job. You are the leader is the brand. This is a misunderstanding.
Zhang Bin, marketing director of Jiu Mu Group, has the opinion that if you have limited expenses in brand promotion, you can use A answer, you can save money, use limited money in other places, if you have enough money to choose B, the most difficult When the amount of information is the cleanest, a penny of investment will produce a value of 4 yuan. In that year, I took a few hundred pieces of global outdoor advertising for a month, which is very cheap. If you have money, you must vote. There are many companies that borrow money to advertise. If they need brand leverage, they must also borrow money to make the brand. The brand is started from the worst.
Including Wang Jianbin, Chairman of the Board of Directors of Mingzhu, Zeng Zhenyu, President of Shengjia Home Chain, Lu Tao, President of Minghan Tang, Chen Geng, Partner of Zhengzheng, and Chen Bing, Chairman of Zhanchen Coatings, all believe that although they are about to face a period of hardship, However, it took a lot of effort to make brand investments. As a representative of the top companies in the industry, the winter season is a watershed for industry reshuffle. As Zhang Bin said - to do the brand is from the worst time, the worst time you stand firm, the good times are naturally your world.
Efforts to launch e-commerce or take effect
In the deserted market environment, in the face of strong hypermarkets, home furnishing companies and dealers are becoming more and more helpless. The profits are more in the pockets of the distributors. How to find innovative ways to resist the channels The market is not good? Perhaps the heat of the word "e-commerce" is precisely because they give the brand a glimmer of light. What are the real ideas of entrepreneurs about e-commerce? How far has the company gone on the road to e-commerce? The debate on e-commerce is particularly intense.
Two representative figures, one is Wang Zhiquan, general manager of Kuba Network, and the other is Luo Jizhen, executive director of Jane Eyre, the store. The views of the two sides are quite a bit of a tit-for-tat. Wang Zhiquan believes that being a channel as a channel is not to serve the enterprise, not to serve the manufacturer, to serve the consumer, and the quality of the enterprise has nothing to do with the platform. The market research done by the e-commerce platform is what the consumer needs, and then goes to find resources. This C2B process is not a B2C process. Who can choose who can better embrace the consumer. The consumer's reflection on the product is the first time that everyone can see it. At this time, the information is more transparent and shared.
Luo Jiyu said that I would not want to buy furniture after I visited some furniture and e-commerce experience halls in Guangzhou and Shenzhen. The reason that traditional furniture stores will maintain their advantage for quite a long time is that the characteristics of furniture are different from those of standardized industrial products. Furniture products customers need to see and experience the realistic experience, which is different from the purchase habits of clothing and 3C products.
Zhong Wenhua, chairman of Haodi Furniture, stood on the side of Luo Jiyu. He believed that furniture companies should still be sold in traditional channels for at least five years. Because furniture companies are not high-tech products, they can be purchased online like electrical appliances. Furniture has to go and see, color, craft, material and so on. Confucius at the China Europe Business School has the same opinion. His opinion is that for many companies, even some of their own very basic things may not be done well. The experience of doing e-commerce to customers may bring some bad experiences. Be cautious on this issue.
Perhaps, in this annual meeting of Chinese furniture leaders, the feeling of depression of Kubawang Wang Zhiquan at the Guangdong Furniture Fair will continue. Most of the furniture entrepreneurs have attached great importance to the e-commerce field, but they must implement it. Specific funds and personnel investment are still reserved.
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