In the first half of 2013, the home market was changing. Due to the recovery of the upstream industry, the home furnishing industry also ushered in a recovery. The recovery of the market has intensified the competition in the industry, whether it is furniture and building materials, home improvement enterprises, or home stores, in sales. At the same time of rising, they seek survival and development in the game and competition. Many people in the industry said that today's home furnishing industry has already bid farewell to the era of profiteering. In the future, it will enter a period of stable growth in the market for a long time and enter the era of "micro-profit". In the case of reduced profit in the home market, many small and medium-sized households are in trouble and the industry will be reshuffled. In the market environment, on the one hand, the integration will be accelerated, and on the other hand, the competitiveness of enterprises will be further strengthened. In order to occupy or maintain their own market share, enterprises will naturally accelerate the speed and intensity of innovation in production and marketing.
Furniture articles: half of the profits fell by producers and other opportunities
At present, there are more than 3,000 furniture manufacturing enterprises and supporting enterprises in Chengdu. With the increasingly fierce market competition and the constant regulation of the marketing market, the period of profiteering in the furniture manufacturing industry has passed. More than 7% of furniture manufacturer producers said in an interview with reporters that they had to enter the era of low profits. In the past, the net profit was as high as 30%-40% or more. The current profits of enterprises are only 15%-20%, while the profit of some companies' individual products is only 5%-10%.
Gu Yidong, secretary-general of the Chengdu Furniture Chamber of Commerce, pointed out that the furniture meager profit will face a huge test for the furniture industry. Those enterprises with poor management and high cost will only be faced with the risk of being eliminated after the profit; Furniture companies must rely on improving internal management to improve quality and reduce costs to regain development opportunities; they must rely on further adjustments in production and marketing to inject new impetus.
The market is vying for increasingly fierce furniture manufacturers competing to make a lore
Life and death, furniture manufacturers are absolutely unambiguous at critical moments. Fu Yadong Fu Yadong pointed out that the home market is still in great demand, but the sales volume is large, but the profits have fallen sharply. This "micro-profit era" will clearly reflect the market competition law of "stronger and stronger, weaker". In addition to the two factors of brand and price, go2map, the timeliness and effectiveness of services will become the dominant model for Chengdu's furniture competition in the future. Enhancing integration services and integrated marketing capabilities will also become a market trend.
It is reported that in order to better adapt to changes in the market, more and more furniture companies in Chengdu are more clearly positioned. They either rely on their own strength to dominate the ranks of high-end furniture, or occupy the middle and low-end furniture market with small profits but quick turnover. More furniture companies have developed from large and omnidirectional professionalism. Song Zunyou, chairman of the updated furniture, said that the company specializes in the production of office furniture and hotel furniture.
The layman became the "door inside Han" plagiarism style to disrupt the market
The Chengdu home furnishing industry has entered the “micro-profit era†and is related to the influx of many laymen. Due to the limitations of the technology content and investment scale of the furniture industry, the “threshold†of the industry is relatively low, and the layman can easily become the “doorkeeperâ€. Because of the variety of furniture and styles, patent protection is more difficult, and it also provides opportunities for imitators. Annual international and domestic exhibitions often become the classroom for these imitators.
It is reported that the new products that furniture companies have invested heavily in will be quickly industrialized and scaled as long as they are recognized by the market. Good products are often short-lived. In the past, the life cycle of a best-selling product was 2 to 3 years, but now it has been shortened to less than half a year. The homogenization of the market has made many furniture companies suffer. In the tens of thousands of square meters of furniture stores, consumers are dazzled by the same style, the same color, the same materials and the same price of furniture. Looks like the same style, the price is very different, consumers are often more confused in the confusion to buy the cheap one.
Floor articles: the flooring industry enters the e-commerce to get rid of the meager profit
30% of the gross profit of brand enterprises, 17% from production, 13% from marketing, so many corporate marketing does not make money, but still profitable, in fact, the profit protection of the production part. Huang Guang, director of Shanghai Guangpai Consulting Management Operations, pointed out that. The flooring industry is hard to grow rapidly, which is the common view of most of the flooring industry. Recently, the reporter learned about the focus on decorating the home network when communicating with the operators of Anxin, the living home and the nature flooring industry. The flooring industry has entered the era of low profit, and the industry reshuffle is quietly going on. An Xin floor, Yu Haigang pointed out that the reshuffle in the industry is still quietly underway. The era of profiteering is no longer there. The next step will be the competition between the brand strength of the flooring company and the marketing force. The remaining market space will not allow for such a large number of small and medium-sized enterprises. The industry reshuffle will not stop for a long time in the future. .
Feeding the tradition of the enterprise and taking care of the e-commerce
According to an interview with reporters, Huang Guang, director of Shanghai Guangpai Consulting Management Operations, pointed out that the floor enterprises such as the icon, the profit of the headquarters self-operated model is not bad, many other flooring brands have encountered the cost pressure brought by the rapid expansion. Of course, first-line products such as Anxin and Nature's sales profits can still maintain business operations. Huang Guang said that the current competitive situation in the flooring industry is that “there is no way to go against the water,†and the strategic mistakes of the flooring companies will bring about the loss of the market. The most typical one is the former Shiyou floor and the living room floor. Huang Guang said: “In 2009, the home floor of the living room became famous. In 2010, the sales volume of the entire southwestern hundred stores reached one million square meters. Now the sales of the living floor in Sichuan is estimated to be less than 200,000 square meters.†The decline in sales naturally leads to a decline in profits.
Of course, the competition in the flooring industry has caused some floor traders to start thinking about it and to enter the e-commerce channel with the thunder. The Shanghai headquarters of Anxin Floor began to try to enter the e-commerce business. Although it has not achieved very good sales, it said that it will never turn a blind eye to the e-commerce. Huang Guang pointed out that the Internet will bring all enterprises back to the same starting line, and the traditional advantages no longer exist, and even become burdens.
Snatching the market
When we first entered this market, we can have an annual growth of 30%. And this is almost impossible now. "The head of Chengdu Ma Delan floor Yang said that 30%, this number has envied many floor marketers. "We don't have such room for growth now, and we look at the tasks arranged above every day." The sales staff of a small and medium-sized flooring company lamented. Obviously, the domestic flooring companies can no longer encounter the profiteering era of the former floor. "Now the number of companies in the flooring industry is so close, even the association has no way to measure, formal, non- Formal flooring companies compete in the same market. The market is small, but the number of companies is increasing, which is a big blow to us. â€
Jiang Yakun, secretary-general of the Sichuan Household Materials Chamber of Commerce, pointed out that under the influence of domestic real estate control policies, the volume of housing transactions has been declining; the labor cost of raw materials has continued to rise; coupled with the homogenization of products caused by the extensive development model in the past, the flooring industry has been in the market for a long time. Price war. The profit margin of flooring companies has been repeatedly squeezed, and the flooring industry has entered a period of low profit.
Cabinet articles: the rising cost of cabinets has passed
As the price of labor and raw materials rises, it shrinks. The era of profiteering in the cabinet industry has passed. Xu Bei, a cabinet of Debei, pointed out that once the cabinet industry enters a period of low profit, enterprises should make full use of raw materials, reduce inventory, give full play to artificial effects, optimize procurement and sales, and cost control for each process is an opportunity to gain profit growth.
Leading companies lack the right to speak in the market
The advent of the meager profit era is fundamentally the lack of market discourse power in the industry's leading enterprises. In fact, looking at some of the leading enterprise echelon companies in the cabinet industry in Chengdu, there is no clear development direction and call for the development trend and future concepts of cabinets. The concept hype of many small and medium-sized enterprises has undoubtedly misled consumers and forced the leader companies to lose their voice.
More importantly, the industry-leading companies do not lead the core advantages of other SMEs in the process innovation, product development and technological innovation of cabinets. After years of development in the Chinese cabinet industry, the entry barrier has not improved. Relative to other industries, tens of millions or even billions of investment, as long as a few million can open a small cabinet factory, therefore, the low threshold of the cabinet industry has led many companies that do not have the relevant qualifications and strengths to enter.
Going out of the fascinating leading enterprises to master the pricing power
Judging from the scope of the cabinet industry, any enterprise that wins in the fierce market competition is an enterprise that has mastered the market right or pricing power. Zhang Haiyun, secretary general of the Chengdu cabinet industry, pointed out that goodfeel, leading cabinet companies must actively compete for market voice. Competing for market discourse is not an illusion of illusion, but based on cabinet technology and technology content, and forward-looking concepts, and promote this concept through large-scale production and marketing. If industry-leading companies can integrate and push a concept together and appeal to the concept of industry standards, this can effectively raise the standards and thresholds of the entire industry.
Under the market "prism": the only strength to speak
Recently, the "prism door" that has been raging has attracted worldwide attention because of the hidden secrets of privacy and secrets. Under the refusal of the market "prism", the current home building materials industry can also be described as two hot days.
After the second half of last year, the world's largest home building materials supermarket Depot has completely withdrawn from the Chinese market, and it is not uncommon for another industry from overseas to be plagued by the shopkeepers. If we say that foreigners can still explain everything with water and soil, then in the industry for many years, one of China's largest home building materials chain, Oriental Homes, in the first half of this year, is difficult to interpret in one sentence. In fact, in the midst of many industries leaving the market, there are still many companies that are working hard to fight forward, such as the stars of the home building materials industry such as Red Star Macalline, Real Home, IKEA, etc. The players' figures continue to accelerate their expansion.
Under the "prism" of the market, only the strength speaks. The strength here is not rich in wealth. Looking at the half time that has passed in 2013, it is not difficult to find out that this industry is rapidly evolving in this industry. This is due to the fierce competition in the market, thanks to the recovery of the upstream industry. In the past 180 days in 2013, whether it is furniture, building materials, home improvement enterprises, or home and building materials stores, we are looking for and correcting ourselves in the game and competition. The path of survival and development.
Therefore, those enterprises that are poorly managed and costly, and that have only a huge amount of room for survival, are facing the elimination; those enterprises that fully improve internal management, improve quality, reduce costs, and rely on comprehensive innovation and adjustment in production and marketing are injected. New motivation to gain more opportunities for development.
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