Recently, Zhengding Furniture Market has joined a number of influential manufacturers to distribute furniture discount cards to 18 counties and county-level cities in Zhengding. Furniture companies will give 5% cash subsidies to farmers on the basis of the lowest price. Take the first step of the province's furniture to the countryside. How is the furniture going to the countryside market, is it a life-saving straw for furniture companies to open up the market?
Furniture to the countryside needs to guide to understand the needs of the rural market to enhance the attractiveness
Status: attractive furniture to the countryside
On the morning of July 8, Wang Shouhong's young husband and wife of Lingshou boarded a bus. “Zhengding Furniture City has launched a preferential campaign for the rural market. Now it’s a good time to buy furniture, cheaper than usual.†The couple decided to repack the house and pick a few new pieces of furniture.
"The new furniture that I bought before can't be used for a long time, it's not a sample, it's a paint drop! There are a lot of furniture and furniture sold in the county furniture market. There is no guarantee of quality, and the after-sales service is also poor. Some boast of 'something' The big name is actually a workshop-like small factory. In the past, farmers bought what they bought cheaply. Now farmers buy furniture and pursue brands. They are also eager to buy branded goods from furniture manufacturers. Whether environmental protection, quality and after-sales service are all considered. the elements of."
The rural furniture market has shown great potential, and the current lack of branded furniture in the rural market has made it possible for the province's large-scale furniture manufacturing enterprises to move to the rural market.
Liu Junfeng, chairman of the Provincial Furniture Association, said that the province is a large province of furniture production. There are more than 5,000 furniture companies in the province, and they are mainly domestic sales. After the outbreak of the financial crisis, the competition in the domestic furniture market has become fierce. At present, the demand for furniture consumption is basically saturated in large and medium-sized cities, while the consumption demand of counties and towns is growing steadily with great potential.
Liu Junfeng said that the promotion of similar home appliances to the countryside in the furniture industry can achieve a win-win situation: consumers can buy furniture at a cheap price and enjoy a better quality of home life; furniture companies can also alleviate the current difficulties and digest the excess capacity of furniture products. Adjust product structure to promote furniture production, circulation and healthy development of the industry.
The practice of Zhengding furniture market has been recognized as a positive attempt by the furniture industry in our province to learn from the home appliances to the countryside to open up the market. Different from the subsidy given by the “home appliances to the countryside†government, the preferential treatment given to the farmers by the furniture to the countryside is paid by the manufacturers themselves, regardless of the government subsidies.
The reporter learned that Hebei Bluebird Furniture Co., Ltd. and other well-known furniture companies are adjusting their strategies and serving the rural market. Some enterprises are also preparing to develop products suitable for the rural market.
Problem: Consumption habits hinder furniture going to the countryside
Wang Shengzhou, a professor at the School of Business Administration of Hebei University of Economics and Business, believes that there are many kinds of furniture and different styles, and it is impossible to conduct bidding. It is very unlikely that the country will introduce furniture-like policies to the countryside. Only enterprises that want to open up the rural market can actively save themselves.
“The development space of the county and township markets is indeed very large, but it is not easy to open the rural market quickly.†Liu Junfeng said, “The first is whether the enterprise understands the characteristics of rural consumption, and the second is the problem of sales channels. Many of them really encounter production. The positioning of furniture enterprise products is oriented to the primary and secondary markets. Their difficulty lies in the fact that they have not been exposed to the rural market, are not familiar with the rural market, and do not understand the consumption level of farmers. In terms of sales channels, professional furniture stores are large. Excessive competition in the city has just become popular in small and medium-sized cities. However, there are few large-scale furniture stores in the county, let alone towns and villages. This is a problem that enterprises need to face."
Li Junfeng, general manager of Hebei Zhenlun Furniture Co., Ltd. said: “The price of furniture for farmers to buy furniture is more suitable within 500-2000 yuan. Rural areas pay more attention to practicality. For example, the sales volume of rural box beds is much larger than that of bed, which is different from the city. The design capabilities of the company also put forward different requirements."
In terms of brand recognition, there are many brands with high awareness in the home appliance industry, but furniture has not yet formed such a brand effect. What is the connotation of brand furniture, which furniture is the brand goods produced by big factories, and farmers’ understanding Still vague.
Then there is the network problem. Opening up the rural market, it is impossible to compete in the first- and second-class markets, relying on well-known stores to quickly occupy market share. The rural furniture market has a low market share, small scale, and scattered outlets. Furniture companies need to be innovative in marketing methods.
Countermeasure: furniture to the countryside is to be guided
A person who has been engaged in furniture sales for many years said that before going to the rural market, furniture should go through a lot of market research and make feasibility judgments. Enterprises can make "differentiation" according to their own positioning and market demand. Not to win the advantage by price.
The furniture needed in the rural market cannot be high in price, but it cannot sacrifice quality to accommodate low prices. This requires the company to spend a lot of effort to reduce costs and achieve cost-effectiveness in terms of function simplification, design optimization, process improvement, and enhanced management.
Liu Junfeng said that most of the furniture enterprises in our province are small and medium-sized enterprises, mainly producing civilian furniture and domestic sales. It is feasible for the ship to adjust its product structure, enhance its independent innovation capability and brand awareness, stabilize and develop existing sales channels, and produce products suitable for the majority of township consumers. Liu Junfeng also pointed out that furniture contains a certain culture, and the promotion from the city to the township market may be somewhat difficult. Especially in brand awareness, township consumers have not formed this awareness, and need to be properly guided by relevant authorities and enterprises.
The current state of the furniture market in rural areas has created more possibilities for marketing innovation. According to product characteristics, commercial marketing models can be different: self-operated stores, franchise stores, channel sales, etc.
Enterprises should also pay attention to brand promotion, image management, and build a stage for shaping products and brand image. In addition, the establishment of better credibility and service quality, and good after-sales service, can attract rural consumer groups. A furniture business owner specializing in the rural market has revealed that after the product is sold, he often organizes service personnel to go to the farmer's home to “turn aroundâ€. If there is any problem, he will send a small gift to the farmer. A good reputation, the popularity has also improved rapidly. “The farmers are very simple, as long as you really want what they think, there must be a good return.â€
The reporter also learned that in order to encourage enterprises to enter the rural furniture market and help farmers to raise their awareness of brand furniture, the China Furniture Association will soon launch a policy to provide enterprises with the logo of furniture to the countryside, so that the brand furniture enterprises in the countryside also have Your own "ID card".
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