The 12th Chengdu Furniture Fair was attended by 200,000 people in 4 days, with a total turnover of 8.67 billion! The 12th Chengdu National Furniture Fair, which was held on July 3, handed over a perfect answer sheet. With the theme of “creative change of life†in this exhibition, Sichuan furniture has created a “creative cardâ€, which has been unexpected. However, under the concept of “creative cardâ€, Chengdu Exhibition can deliver such an excellent performance. The answer sheet is enough to be amazing. The furniture channel went straight to the Chengdu Furniture Fair and took stock of the exhibition. The five major changes in the exhibition highlight the fact that Chuanpai Furniture has moved to the high end. Click to view the topic 1, "creative 茧" will move the design into the furniture exhibition. Chengdu Furniture Fair is based in Chengdu, radiating to the southwest. Exhibitors mainly rely on Sichuan and Chengdu furniture enterprises. In the history of Sichuan furniture development, it has been labeled as “imitationâ€, “plagiarismâ€, and meeting the needs of the third and fourth-tier markets. “The furniture exhibition can only improve its specifications by using creative design and eyesight.†Zhang Xiaoying, the top designer in Chengdu, said. Perhaps based on such a consensus, this year's Chengdu exhibition not only played the theme of “creative change of lifeâ€, but also set the No. 1 pavilion as the “creative 茧†of the theme pavilion of “this exhibitionâ€. According to incomplete statistics, during the four-day exhibition period, more than 100,000 professional buyers and ordinary visitors visited the “creative 茧†and gave a very high evaluation. Original design is the vitality of furniture and must not be ignored. Through the “creative 茧â€, more furniture companies have a deeper understanding of furniture design, and the original design of Sichuan furniture is also impressive. Talking about the improvement of Sichuan furniture design level, Rong Weiwei, secretary general of Sichuan Import and Export Chamber of Commerce, said that improving the independent innovation ability of the furniture industry will be an important starting point for Chengdu furniture to transform into advanced manufacturing. Because this year's Chengdu exhibition put forward the theme of “creative and life change†for the first time, and the exhibition of “creative 茧â€, the “creative 茧†area was set slightly narrow, and the number of exhibitors was relatively less than 20, and the exhibition hall The layout effect is not as good as the design. Cheng Wen, the president of the “Creative 茧†main creative design agency, pointed out: “This year’s 'creative 茧' has attracted many visitors, but from a professional point of view, the effect is not very satisfactory, and there are also differences with the previous design. I hope that 'creative 茧'The creativity can be retained, the future exhibition effect can be more and more ideal, there are more and more creative presentations, more and more companies interact and participate in it. 2. Entering the high-end main solid wood furniture from the 11th After the Chengdu Furniture Fair put forward the slogan of “building high-end industryâ€, Sichuan furniture enterprises have turned their attention to the primary and secondary markets. One of the characteristics that is not difficult to find in this exhibition is that enterprises that did not make solid wood furniture have introduced new products of solid wood furniture series, or packaged and upgraded the original products, ready to enter the primary and secondary markets. Sichuan furniture is located in the southwest, and it has unique advantages in making plate-type homes. Sichuan has already owned China and even the world's number one plate furniture manufacturer. Then, in order to take the high-end route, Sichuan furniture enterprises have successively launched solid wood furniture series to follow the trend blindly? Still deliberate? In this regard, Liu Di, deputy general manager of Haodi Furniture, pointed out in an interview that Sichuan furniture enterprises do not have the advantage of solid wood furniture. First, Guangdong enterprises have done very mature in the solid wood furniture market; second, there is no raw materials, The advantage of channel cost. However, Haodi furniture is not blind to solid wood furniture, because in the past 2-3 years, there has been a full deployment of solid wood furniture. The solid wood furniture brand Modica, a subsidiary of Guangdong furniture company Renhao Furniture, is already a well-recognized furniture brand. Its chairman, Guo Guozhong, told reporters after visiting the exhibition. “There are many companies that have introduced solid wood. Furniture series, and doing it is not bad, it is worthy of recognition." Moreover, according to the analysis of You Guozhong, the current solid wood furniture market is not saturated, Sichuan furniture companies have opportunities. However, You Guozhong also made a suggestion to Sichuan furniture enterprises: "We must take the road of differentiation, how to blindly come in to do solid wood, without the positioning of their own analysis, ultimately not only will not succeed, but also have a bad impact on the entire industry. Li Xiangyong, general manager of Levi's furniture, does have different opinions on the choice of solid wood furniture. Levi's furniture made high-end hotel furniture before 2006. After 2006, it was transformed into civilian furniture. Continuing the previous furniture style, Levi's still made high-end solid wood furniture. However, Levi's chose to avoid the Guangdong market and did not confront the Guangdong furniture enterprises. This is the case. Levi's has won a lot in Jiangsu, Zhejiang and the North. Moreover, Li Xiangyong pointed out that Sichuan furniture enterprises do not have the advantage of doing solid wood furniture. Sichuan has a large number of excellent hand-made carpenters, all of whom were originally working in Guangdong. Because of the financial crisis, these hand-made carpenters have returned to the mainland, but it has provided opportunities for Sichuan enterprises. Sichuan furniture enterprises to do high-end furniture to go high-end, is not without advantages, but it really needs to be like Ren Hao, chairman of Renhao, can not blindly participate, mainly to find the right position, to do their own characteristics. 3, "Starlight" is more ambiguous to adopt the "star endorsement" marketing method, almost has become the characteristics of Sichuan furniture. In this exhibition, not only did Li Jiaxin attend the "Blue Ribbon" business plan activities of the beautiful scenery, Lu Yi personally visited the Jinyi Furniture Pavilion, Lin Xinru started the "Neighbors at Home" event, and Fang Zhongxin and Jingshang Home signed Endorsement of the endorsement, etc., we can see more star faces in the large advertisements outside the exhibition hall, in addition to Zhang Guoli, Chen Baoguo, Guo Donglin, Wang Han, Zhang Weijian, etc., which have already appeared in previous years, this year, Shi Xiaolong and Yang Lijing have been added. Liu Yiwei, He Zhengjun, Tengger, etc., these stars made the 12th Chengdu Furniture Fair “Starlight†even more embarrassing. The use of celebrity endorsement marketing methods is self-evident, and it does play a very important role in the promotion of corporate brands. Cheng Wen, president of Bangdu Brand Design Co., said that the use of celebrities pointed out that the key to using celebrity endorsements should be consistent with the brand culture. Moreover, enterprises must practice their internal strengths and do their own products and services. The celebrity endorsements can only be "added to the icing on the cake." Moreover, Sichuan enterprises need to pay more attention to the use of celebrity endorsements. As stated in the article, celebrity endorsements are only the first step of “star marketingâ€, and how to use them more critically. 4, playing the overall home concept Chengdu furniture exhibition this change is "hidden", without any publicity and advertising, Sichuan furniture companies have changed the company's brand from the original "furniture" or "furniture" to "home "If the whole friend's furniture is changed to the whole friend's home, the wave furniture is changed to the home, the emperor's home, the good scenery home, the Pinel home, the superscript home, the eight-home, according to incomplete statistics, more than More than ten Chengdu enterprises have branded their homes. When many companies are still thinking and discussing, whether it is taking a professional road or a diversified road, Sichuan Furniture has already taken action. “Rebranding†may have its own considerations for each company, and it is only the enterprises themselves that know where to go. However, considering the characteristics and advantages of Sichuan enterprises' large production capacity, independent marketing channels, sufficient raw materials and labor, it is not difficult to take the road of “big homeâ€. But to solve the design and original problems, Sichuan enterprises have to work harder. As for the actions and changes that Sichuan enterprises will have, let us wait and see. 5. The “Guangdong Pavilion†was specially set up at the exhibition. The exhibition was opened outside the exhibition hall. The No. 10 Hall was designated as the “Guangdong Pavilionâ€, and a grand opening ceremony was held on the morning of the opening day of the exhibition. After a few years of "wolf is coming", Sichuan enterprises finally saw the "wolf." The Guangdong Furniture Chamber of Commerce and the Chengdu Furniture Exhibition Organizing Committee signed a strategic cooperation agreement for the past two years. There have been many comments about the Guangdong enterprises' grouping into the Sichuan, but the Guangdong enterprises have not made any obvious large-scale moves. In this exhibition, Sichuan enterprises opened their arms and embraced the Guangdong enterprises. The pavilion featured the “Guangdong Pavilionâ€. At the same time, at the “Home Presidents Summit†of the exhibition, the Guangdong Furniture Chamber of Commerce and the Chengdu Furniture Exhibition Organizing Committee signed a strategy. Cooperation agreements, there will be more cooperation in the future. During the reporter's interview, most of the Sichuan furniture business owners said that they welcome Guangdong enterprises to enter, and the entry of Guangdong enterprises will bring more opportunities to Sichuan enterprises. Is it an opportunity or an impact? Ding Zuohong, executive chairman of the National Federation of Industry and Commerce Furniture and Decoration Industry, pointed out that cooperation and win-win is definitely a good way out in the future. National furniture enterprises should unite to promote the development of the entire industry, and thus promote the growth of the Chinese furniture industry, which can be given to consumers. Providing better and more environmentally friendly furniture products also makes the Chinese furniture industry bigger and stronger in the world.
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