Dynasty House Chen Dongjie
Compared with the maturity of the home appliance industry, China's furniture industry as a whole seems to be just a rich and ignorant teenager, has capital but does not know how to shape itself and draw closer to consumers, and does not know too much innovation. This has led to problems such as low brand concentration, low level of homogenization, low entry, and lack of innovation. These are the fatal injuries in the furniture industry. Enterprises need to survive, the country needs development, and the road to the furniture industry has become Many companies and even governments need to think seriously. Investigating these issues in depth, we interviewed the dynasty family Chen Dongjie on these issues to see his views on the furniture market.
Xianghe Furniture City official website recommended search to read: All-Friends Furniture Xianghe Furniture Dynasty Furniture
Reporter: Why does China's current furniture industry have a phenomenon of low brand concentration? What kind of impact will this phenomenon have? Chen Dongjie: The furniture industry has a low threshold and is easy to enter. The average boss will only pay attention to profits and will not focus on market share. There are two reasons. First, many companies have not yet established a modern marketing concept centered on customers. Second, because the benefits of increasing market share are not accurate, companies have doubts about improving the quality of market share. To improve the quality of market share, companies must start from a customer satisfaction rate to do more intensive work, which requires a lot of manpower, financial and material resources, and takes a long time. Because of the large quantity, high requirements, long time, and the inaccurate calculation of investment results, such investment is risky, and many enterprises finally give up their plans to improve the quality of market share. However, it is difficult for the Chinese furniture industry to have a large national share.
At present, furniture companies only occupy a small market share, so the competitiveness and profitability of enterprises are relatively low.
Reporter: I am very much looking forward to this new series of Carson Leite, which will definitely be very popular among consumers. Will the original old products of Chen Zong continue to be maintained or eliminated?
Chen Dongjie: The new upgrade of Safia, despite the imitation of the elements of fashion, still has to maintain the original warm style. Older products will be properly adjusted. The market is changing, and the consumer groups we target need to expand. After combining this warm and fashionable element, I believe that young people who like older people will like it and just get married.
Reporter: What improvements should be made to solve this dilemma?
Chen Dongjie: This issue is also a problem often discussed in the furniture industry. I think we can start from two aspects: First, the furniture enterprise should be transformed, from the channel to the king, to the brand road, to ensure the quality of furniture, and to improve the quality of service to consumers, this is the road of long-term development; second At present, there is a shortage of professionals in this industry. It is necessary to improve the management level of the industry, introduce more outstanding talents, and inject new vitality into the industry.
Reporter: It is reported that the property market's regulation and control policy will make the furniture industry face a new reshuffle. How long will this reshuffle last?
Chen Dongjie: The duration of this reshuffle mainly depends on the national policy. I predict that the real impact of the New Deal on the home industry is expected to be what will happen from the end of this year to a little further. It is still unknown. From the current situation, the property market regulation has a greater impact on the mid-end brand.
Reporter: With good products, there must be good sales channels. In terms of sales channels, what kind of strategy does our dynasty adopt?
Chen Dongjie: The sales channels of the home industry are mainly investment promotion, direct chain monopoly, e-commerce and so on. We will innovate in the channel, and then strengthen the cooperation between manufacturers and distributors. In the monopoly chain, this will increase the intensity. Recently, we will establish the Carsonite and the upgraded post-Fiya store in the first city furniture store in Dongguan. The dynasty family dream will also be combined with e-commerce to implement channel improvement, and the physical commercial space and the network unlimited space will be integrated to form a scientific, network, information, digital, remote, e-commerce, three-dimensional marketing platform. , to achieve innovation in business models. At present, consumers' consumption concepts and methods are undergoing tremendous changes, and the Internet is becoming an important way for them to shop. For consumers, online shopping home products have many advantages such as variety, choice, low price, time saving and energy saving. For enterprises, home e-commerce has many features such as saving inventory, saving display space, and saving shopping guides.
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