"Who can take the pulse of the market, who will hold the throat of fate." In 2011, where is the pulse of the furniture industry market? The primary market encounters Waterloo, the chain home store faces the threat of “demolition tideâ€, and the sellers are caught in the harsh reality of being shuffled! The former "Blue Ocean" has gradually become the "Red Sea". The only way for enterprises to find a "blue sea" is to maintain sustainable development and become the leader of the new situation. Undoubtedly, the development of affordable second- and third-tier cities and affordable housing are becoming new engines to boost China's economic development. This has huge potential business opportunities. In this context, the economic adaptation room will become a "new blue sea" in the furniture industry. Who can seize the new opportunities in the economic age, who will live the pulse of the market! 1. The age of policy--the regulation of housing prices is at the time, the protection of housing is still a "killer" to control demand, expand supply, forced development, and strengthen protection. Under the premise of such a policy-control chain, any staged painful enterprise must bear . However, during the "Twelfth Five-Year Plan" period, China will accelerate the construction of 36 million sets of various types of affordable housing. The focus will be on accelerating the development of public rental housing, continuing to promote the construction of low-rent housing and affordable housing, and increasing the supply of housing for price-limited commodities. Analysts have roughly estimated that the 36 million sets of affordable housing construction plans will have a huge pulling effect on the sales of furniture and other products. If the average consumption of furniture brought by each suite is 20,000 yuan, it will drive the consumer market of about 720 billion yuan. 2. The age of the store's economy - the fierce competition of the first-tier cities, the second- and third-line markets have become a place where the disorderly expansion of the store and the dealers bear the weight, is the current furniture industry. Especially in the first-tier cities, the sales area is growing at a multiple rate. For example, in Fuzhou, Hangzhou, Ningbo, Wuhan, Tianjin and other cities, the newly added store area will exceed 500,000 square meters in 2011, and the average rent will increase by 20%. %the above. The original dealer invested only 200,000 yuan in a 200 square meter storefront, and now has to increase to 500,000 yuan. More importantly, the store is open, but no business can enter the door. Many stores face the danger of closing the door in less than three months. Conversely, competition in second- and third-tier cities is relatively stable, and rents are less than 30% of rents in first-tier cities. In contrast, the “sinking†of the dealer decision-making market will be the general trend, and a battle between life and death in the first-tier city stores is hard to avoid. 3, the dealer's economic age - dealers "open another path", "put sheep" plus "captive" mode coexistence of independent stores and hypermarket models coexisting China Furniture Association: "Twelfth Five-Year" affordable housing is a country that attaches great importance to Projects, furniture companies should pay close attention to this market, this is a big cake! Shanghai dealer Yang Xiaohua: The primary market is too fierce. We have to go to a place without super shopping malls, and we will have a way out in the future. Lanzhou dealer Zhao Jianwu: Next, our investment direction will shift, and we will not increase investment in the primary market. We will go to the surrounding places or the second and third tier cities to open stores. Wuhan dealer Liu Bo: The primary market will not open stores anymore. The existing stores are there, and if they lose, they will withdraw, but our energy will be concentrated in the second and third tier cities. Hefei dealer Wang Junmei: We have started to find suitable places in the surrounding cities, because the rent is low, the competition is small, and now we are looking for products that are more suitable for this area. Third, the four major keywords of the age of adaptation: 1, quality: quality is the life of the product, is the foundation of the enterprise based on emerging markets, but also the primary core of the choice of the brand by the seller; 2, service: in the development of product homogenization today , highlighting their own brand, the terminal is king, constantly improve their service quality and expand their service range, and win the recognition of dealers and consumers; 3, price: price war is undoubtedly the most original means of competition, but how to manufacture High cost performance and high quality and low price products are absolutely the key to testing the management strength of enterprises; 4. Design: From the development track of the world economic power, innovative design has become the new engine of economic development, and the sense of furniture innovation and design has gradually become a business. Key elements of innovation.
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