NEWS
With the outbreak of the end of 2008 by the U.S. financial crisis, the country's overall economic contraction is China's main reason for slow growth of furniture sales. Many furniture manufacturers caught in the crossfire. Coupled with the intense competition among manufacturers of furniture, resulting in furniture price war intensified, in this double blow, under furniture manufacturers in particular, dealers who repeatedly complained even more. Since 2009, the first golden holiday "5? One", the nation's furniture products in many cities prices diving, a lot of furniture products, prices hit a record low over the past decade, and some even up to a 70% decline, however, furniture manufacturers heated price war has not brought enthusiasm of consumers to buy, furniture, cold snap hit the consumer market it? Chinese furniture market should be how to do? Chinese furniture what is the future trend of marketing?
Crazy price war could do to resist spending the cold?
1, the performance of crazy price war
Furniture consumption capacity in a relatively strong Hangzhou, Huang Jiyi on May 1, 2, 3, 4, four consecutive days and kept running in the furniture of peace, Hangzhou, Shaoxing Road, Expo Center (Show map) and Qiutao Road East China Furniture Market (see map). Similar to the "big brand-name goods, were all excellent reserve price", "shocking offer unprecedented", "XX furniture over 1500 by 700", "full of 1500 to send 600 to enjoy the brand value of furniture," such as advertising banners, posters are everywhere. Nevertheless, most of the furniture exhibition hall still wants to come.
(1) Huang Jiyi into children's furniture section to see the strongest eight domestic brands those firms reserve price. If I love my family get to enjoy 8.5 discount mattresses on the basis of the activities, equivalent to 7.5 fold, as well as a variety of label products only 7 fold, 5.1 fold Mickey heaven and earth, others such as the colorful, joy dream of treasure, more love, Xing Xingsuo and other six brands are staged throughout the city unique and preferential treatment. A show staff told Huangji Yi, in order to promote sales, is currently being carried out through 51 holiday cost the company sales activities, but for now, to no avail. In order to stimulate consumption, the company also sold furniture on the goods was the second price adjustment from the original discount and then reduced by 10%, but sales are still down a few days less optimistic.
(2) The panel furniture plate in order to song the United States, Mahdi, the United States more than 20 brands directly Di reserve price. Such as the United States in playing music as long as the transaction price of at least 10,000 yuan enjoy the headquarters of 1,000 yuan subsidy, which is the first time in 22 years Qu America's largest discount promotion; Mahdi is straight down 40%, interpretation of the history of the biggest touch at the end, this is the only one the city's Mahdi major initiatives; America di 3 series for the first time loose over the past 400-600 yuan 2,000 yuan ... ... period, as well as Mahdi, small rattan craftsmen, the United States Di, Mitch Heaven and Earth, dozens of brands to break the routine, in addition to products other than Hall, so long as the items inside fancy album order, and then float downward in the discount price of 10-20%. However, not many people to purchase.
(3) Huang Jiyi see that Ao Lier, Icaran, Omori, French Lang Shi, Code, Europe and the United States to send a batch of excellent furniture brands had laid down their noble social status, such as Ao Lier even four fold, and cost - Price collected five sets of model housing activity. In addition, Smith Barney, the U.S. House, State Sen, Wang family's house was only about five fold. Came up with quite a few people asked about the price, but not many truly pocket to buy. For Furniture Chamber of people stopped buying terms, purchase guide the girl's enthusiasm for high number of positive recommendations to consumers to buy Which furniture is currently the most cost-effective. In this connection, but most people do not buy it, wait and see greater.
(4), mattresses, soft beds, sofas, curtains and four software blocks is even more surprising wins of fresh competition, the United States was Korea selling a variety of special offerings and product labels, 19th Floor, equivalent to five fold, Arran, Sui-bao, flowers for the sale of the media are to exfactory sales. Love according to Reis, the villa's windows, Jady, Chi Hwashi, style, brand 1000 duault space sofa sofa section one after another with the word "only charges several thousand dollars to spend can buy a share to the value of Liu Qiqian sofa" , Chi Hwashi, Jady opening of train manufacturers, direct to the factory cost of the procurement. A consumer to tell Huangji Yi: "The current instability in prices of furniture and the furniture stores offer furniture products sold inside the gap is still large, short-term price declines may still be large, but now have the time, then more attention should be concerned about or , and so on and then be too late to buy low. "
(5), teak, oak, Phoebe, Ash, Xiang Zhangmu, walnut, pine, mahogany and other materials produced by a dozen or more than 40 wood brands. Such as the daughter, China Japan, wooden goods, wood, art Xuan, and wood home, phoenix dynasty, the Chinese concept, and so the release of Ogilvy & Mather Sen is incomparable enthusiasm, profit-sharing rate be called in history, such as the daughter of 3 ~ 5.5 fold, Kazakhstan Manny 4.5 fold. But even this price reduction effect of promotions is also long and almost invisible.
2, the price war will bring about what
(1) We have no reason not to mention what such a drastic price cuts are long and almost invisible effect, not to speak of individual furniture manufacturers in the promotional price cuts have also made some small achievements, but a price war with low-cost strategy can be divided into non - open. In fact, the price war's dangers are obvious to all. First, the 90s of the last century, China's color TV industry has begun to set off six consecutive times "price war" has been heard up in the industry inside and outside the Veuve Clicquot, leap dozens of other brands seem to fall apart overnight, thousands of family supporting factories to close down. Glanz another example of the success of the development of cutting prices to win. In 1995, Glanz resolute decision to sell down the project to begin mass production of microwave ovens, and low-cost sales, once defeated will be more than 30 microwave oven works, but the short term decimated. Price reductions from these two examples of cases is not difficult to see that abortion is certainly tragic, if not surpass the win is also tragic.
(2) For the market, "price war" is a departure from the mainstream market, ignoring the technology, innovation these fundamental, but merely to seize the prices of the surface, this factor, the results will no doubt slow down the development of the market, and even cause the collapse of . These are ultimately passed on to consumers, it appears in the short term benefit of consumers to obtain in the future will suffer greater losses. Price war has been a more rational education of the Chinese consumers of furniture in this price war does not pay, it must be also a major reason.
(3) Furniture manufacturers race to the "bargains" is bound to give the furniture industry and markets fatal injuries. The "low-cost marketing" competition, the most direct harm is to bring furniture, product quality and service standards fall, at the end the damage is not only furniture manufacturers, as well as furniture and furniture products to consumers messengers, thereby causing the entire furniture industry a heavy trauma.
Therefore, Huang Jiyi that: the furniture industry to get an orderly and sustainable development, we must abandon the "price war" select "the value of war." In other words, we must rely on production technology, product quality and after-sales service, and always insist on quality and continuous improvement, product design innovation and continuous improvement of the function to create new value. As a furniture manufacturer "value war" pass. At the same time, the implementation of brand strategy, not everything type of furniture production, what price are selling the furniture industry, but for a relatively long-term brand strategy and planning, as long as the furniture industry position itself to long-term development as the goal, shaping furniture enterprise's core competitive edge, there is no need for relying on price competition to snatch the market. The market should be the direction of healthy competition, which is its ultimate direction. Have the responsibility of entrepreneurs should be responsible for the development of the industry, consistently adhere to the quality, service, development and technology direction. The development of the industry, the market's prosperity, century-old heritage as a business above all else. Of course, this heavy responsibility, because it ties the entire furniture industry, so the market tomorrow.
Crazy price war could do to resist spending the cold?
1, the performance of crazy price war
Furniture consumption capacity in a relatively strong Hangzhou, Huang Jiyi on May 1, 2, 3, 4, four consecutive days and kept running in the furniture of peace, Hangzhou, Shaoxing Road, Expo Center (Show map) and Qiutao Road East China Furniture Market (see map). Similar to the "big brand-name goods, were all excellent reserve price", "shocking offer unprecedented", "XX furniture over 1500 by 700", "full of 1500 to send 600 to enjoy the brand value of furniture," such as advertising banners, posters are everywhere. Nevertheless, most of the furniture exhibition hall still wants to come.
(1) Huang Jiyi into children's furniture section to see the strongest eight domestic brands those firms reserve price. If I love my family get to enjoy 8.5 discount mattresses on the basis of the activities, equivalent to 7.5 fold, as well as a variety of label products only 7 fold, 5.1 fold Mickey heaven and earth, others such as the colorful, joy dream of treasure, more love, Xing Xingsuo and other six brands are staged throughout the city unique and preferential treatment. A show staff told Huangji Yi, in order to promote sales, is currently being carried out through 51 holiday cost the company sales activities, but for now, to no avail. In order to stimulate consumption, the company also sold furniture on the goods was the second price adjustment from the original discount and then reduced by 10%, but sales are still down a few days less optimistic.
(2) The panel furniture plate in order to song the United States, Mahdi, the United States more than 20 brands directly Di reserve price. Such as the United States in playing music as long as the transaction price of at least 10,000 yuan enjoy the headquarters of 1,000 yuan subsidy, which is the first time in 22 years Qu America's largest discount promotion; Mahdi is straight down 40%, interpretation of the history of the biggest touch at the end, this is the only one the city's Mahdi major initiatives; America di 3 series for the first time loose over the past 400-600 yuan 2,000 yuan ... ... period, as well as Mahdi, small rattan craftsmen, the United States Di, Mitch Heaven and Earth, dozens of brands to break the routine, in addition to products other than Hall, so long as the items inside fancy album order, and then float downward in the discount price of 10-20%. However, not many people to purchase.
(3) Huang Jiyi see that Ao Lier, Icaran, Omori, French Lang Shi, Code, Europe and the United States to send a batch of excellent furniture brands had laid down their noble social status, such as Ao Lier even four fold, and cost - Price collected five sets of model housing activity. In addition, Smith Barney, the U.S. House, State Sen, Wang family's house was only about five fold. Came up with quite a few people asked about the price, but not many truly pocket to buy. For Furniture Chamber of people stopped buying terms, purchase guide the girl's enthusiasm for high number of positive recommendations to consumers to buy Which furniture is currently the most cost-effective. In this connection, but most people do not buy it, wait and see greater.
(4), mattresses, soft beds, sofas, curtains and four software blocks is even more surprising wins of fresh competition, the United States was Korea selling a variety of special offerings and product labels, 19th Floor, equivalent to five fold, Arran, Sui-bao, flowers for the sale of the media are to exfactory sales. Love according to Reis, the villa's windows, Jady, Chi Hwashi, style, brand 1000 duault space sofa sofa section one after another with the word "only charges several thousand dollars to spend can buy a share to the value of Liu Qiqian sofa" , Chi Hwashi, Jady opening of train manufacturers, direct to the factory cost of the procurement. A consumer to tell Huangji Yi: "The current instability in prices of furniture and the furniture stores offer furniture products sold inside the gap is still large, short-term price declines may still be large, but now have the time, then more attention should be concerned about or , and so on and then be too late to buy low. "
(5), teak, oak, Phoebe, Ash, Xiang Zhangmu, walnut, pine, mahogany and other materials produced by a dozen or more than 40 wood brands. Such as the daughter, China Japan, wooden goods, wood, art Xuan, and wood home, phoenix dynasty, the Chinese concept, and so the release of Ogilvy & Mather Sen is incomparable enthusiasm, profit-sharing rate be called in history, such as the daughter of 3 ~ 5.5 fold, Kazakhstan Manny 4.5 fold. But even this price reduction effect of promotions is also long and almost invisible.
2, the price war will bring about what
(1) We have no reason not to mention what such a drastic price cuts are long and almost invisible effect, not to speak of individual furniture manufacturers in the promotional price cuts have also made some small achievements, but a price war with low-cost strategy can be divided into non - open. In fact, the price war's dangers are obvious to all. First, the 90s of the last century, China's color TV industry has begun to set off six consecutive times "price war" has been heard up in the industry inside and outside the Veuve Clicquot, leap dozens of other brands seem to fall apart overnight, thousands of family supporting factories to close down. Glanz another example of the success of the development of cutting prices to win. In 1995, Glanz resolute decision to sell down the project to begin mass production of microwave ovens, and low-cost sales, once defeated will be more than 30 microwave oven works, but the short term decimated. Price reductions from these two examples of cases is not difficult to see that abortion is certainly tragic, if not surpass the win is also tragic.
(2) For the market, "price war" is a departure from the mainstream market, ignoring the technology, innovation these fundamental, but merely to seize the prices of the surface, this factor, the results will no doubt slow down the development of the market, and even cause the collapse of . These are ultimately passed on to consumers, it appears in the short term benefit of consumers to obtain in the future will suffer greater losses. Price war has been a more rational education of the Chinese consumers of furniture in this price war does not pay, it must be also a major reason.
(3) Furniture manufacturers race to the "bargains" is bound to give the furniture industry and markets fatal injuries. The "low-cost marketing" competition, the most direct harm is to bring furniture, product quality and service standards fall, at the end the damage is not only furniture manufacturers, as well as furniture and furniture products to consumers messengers, thereby causing the entire furniture industry a heavy trauma.
Therefore, Huang Jiyi that: the furniture industry to get an orderly and sustainable development, we must abandon the "price war" select "the value of war." In other words, we must rely on production technology, product quality and after-sales service, and always insist on quality and continuous improvement, product design innovation and continuous improvement of the function to create new value. As a furniture manufacturer "value war" pass. At the same time, the implementation of brand strategy, not everything type of furniture production, what price are selling the furniture industry, but for a relatively long-term brand strategy and planning, as long as the furniture industry position itself to long-term development as the goal, shaping furniture enterprise's core competitive edge, there is no need for relying on price competition to snatch the market. The market should be the direction of healthy competition, which is its ultimate direction. Have the responsibility of entrepreneurs should be responsible for the development of the industry, consistently adhere to the quality, service, development and technology direction. The development of the industry, the market's prosperity, century-old heritage as a business above all else. Of course, this heavy responsibility, because it ties the entire furniture industry, so the market tomorrow.
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