The wardrobe expo of the construction expo is as popular as the wardrobe industry in 2011
Chinaren has passed half a year in 2011, which is a crazy half year. In the uncertain environment of the overall market of the home furnishing industry, the Chinese wardrobe industry once again explained what is the industry's "high-speed development period" in an explosive situation. From March to July, the "First Wardrobe Exhibition" and "Building Expo Wardrobe Exhibition" two major industry events will show the popularity of the wardrobe industry most vividly.
At the same time, countless subtle changes have begun to creep in the industry. More well-known brands in the home furnishing industry have entered the wardrobe industry and nuggets customization; more brands have emerged, accelerating the market segmentation trend of products, styles, positioning, etc .; more competitors are standing in the line of maturing the industry Unfolding the competition of short soldiers ... There is no doubt that these changes will determine the future appearance of China's wardrobe industry.
The first half of 2011 has passed, how to evaluate the performance of the wardrobe industry in the first half of 2011? What trends and changes have been reflected in the wardrobe industry in half a year? Sohu Home Furnishing specially launched "2011 Mid-year Inventory of Chinese Wardrobe Industry".
Trend 1: Multi-brands enter the wardrobe industry and set off the second round of cross-border tide
Keywords: cross-border, big home
Representative brands: Midea's overall home, nature Windsor Castle, Dynasty Elis
Industry phenomenon: In recent years, cross-border has become the norm in the home furnishing industry. As the "last piece of cake for the home furnishing industry", the custom wardrobe industry is in a period of rapid development, and its vast imagination for the future of the industry has attracted numerous nuggets to participate. At the Guangzhou Construction Expo in 2011, three new rookie industry players, Midea Home Furnishing, Nature Windsor Castle and Dynasty Elis, also made their debut, setting off a second round of cross-border tide for lay enterprises to enter the wardrobe industry.
Media Watch: Dragon Chinese wardrobe industry development ten years, finally entered the high-speed growth. During this period, the industry has broad prospects, insufficient competition in the industry, and the brand pattern has not taken shape. This is the golden period for capital to enter. For the cross-border wardrobes of lay enterprises, the kitchen cabinet industry is the first wave of cross-border tide. As a close relative industry with the same customization as the core, the European cabinet, Piano, Hanli and other brands in the kitchen cabinet industry have entered the wardrobe field, and the first wave of enthusiasm was formed. Undoubtedly, this cross-border tide, represented by beauty, nature and dynasty, has become the "second revolution" of the wardrobe industry.
If you compare the two rounds of cross-border tide, you can see that with the expansion and development of the industry, it is not only the "related industries" that are attracted, but also the "irrelevant industries" such as Midea. For the participants in this round, their funds are stronger, the brands are more well-known, and their business experience is more abundant. From the perspective of promoting the industry, their entry must make a great contribution to the maturing industry. At the same time, in the face of these new brands born with a "golden key", the greatest pressure is on the old brands that have stagnated, and countless new and small brands. It is foreseeable that a fierce battle between new and old brands, big and small, is about to start, and the end of this war is undoubtedly the new brand pattern and greater market space.
Trend 2: The wardrobe industry has entered the capital era
Keywords: capital, listing
Representative brands: Sofia, Midea's overall home
Industry phenomenon: On April 12, the Sofia wardrobe was listed on the Shenzhen Stock Exchange, and the first listed company in the Chinese wardrobe industry was born. For the traditional wardrobe industry, after a decade of original accumulation, the alumni record has finally entered the stage of capital operation, which is not easy. After Sofia, many wardrobe companies have expressed their wish to go public on different occasions. At the same time, as Midea and other “rich†participants enter the industry, capital-level operations are becoming more frequent in the industry.
Media observation: After ten years of development, China's wardrobe industry has finally ushered in a period of rapid development. The rapid development brought about by the influx of capital and the maturity of industry companies. Taking Sofia's listing as the starting point, the wardrobe industry has begun to enter the capital era. In a mature industry, capital operations are conventional means. The listing of closet companies, in addition to mobilizing the funds needed for development and accelerating the development of enterprises, is more important to drive the standardization of enterprise management, increase the attention of enterprises and the industry, and increase the transparency of enterprises and industries.
It should be noted that listing is not the ultimate goal of a company, nor is it the only option. For those companies that incorporate listing in their development plans, they must understand the challenges of management upgrades and information disclosure that must also be faced when listing. At the same time, after entering the capital market, can companies use continuous growth and good performance to give investors confidence? This is the biggest test for listed companies.
Trend three: Brand positioning and sub-product genres appear
Keywords: brand positioning, product style
Representative brands: Federal Gordon, Jiu Shidu, Han Li, etc.
Industry phenomenon: As the wardrobe industry enters an explosive period, more and more new brands are beginning to emerge. From the first wardrobe exhibition in March 2011 and the wardrobe exhibition at the Jianbo Expo in July, we can see that in order to gain a foothold in the market competition, the positioning of brands has gradually become obvious, and the corresponding product style has gradually formed a genre . The breakdown of the wardrobe industry was initially revealed in 2011.
Media observation: The wardrobe industry has been developing for more than ten years, and a few brands have been obscured without a big market cake. The early wardrobe companies have basically no difference in brand positioning, and the product positioning is almost all European. With the outbreak of the last two years the industry map line world, countless newcomers join, diversified brand positioning also began to appear. Han Li continues the Korean trend of the brand, Jiu pushes the smart wardrobe ten times, nature Windsor Castle advocates solid wood, Godely shapes oriental style, and Deville builds a cultural wardrobe ... The diversified positioning makes the role of the wardrobe industry participants increasingly clear It also allows consumers to meet their diverse needs.
The brand positioning and diversification of product styles are the performance of the wardrobe industry and the only way for the industry to develop. However, as some industry insiders point out, the current diversification of brands and products is only the behavior that manufacturers dominate to avoid homogenous competition, and has been tested by the market. But I believe that after a large number of attempts after market baptism, it will surely deposit valuable content for the industry. Trend 4: The prevalence of environmental protection has set off a raw material revolution
Keywords: sheet, environmental protection, raw materials
Representative brands: Siniman, Katya, Holocaust
Industry phenomenon: The wardrobe is a representative product of panel furniture. MDF and particle board have always occupied the mainstream position of the entire wardrobe board. However, in 2011, many wardrobe brands have successively launched new boards such as Hexiang board and multi-layer solid wood board. Around the concept of low formaldehyde or even zero formaldehyde, there has been a wave of "environmental protection" in the industry. At the same time, the appearance frequency of solid wood wardrobes and solid wood veneer wardrobes is getting higher and higher. After cross-border enterprises in cabinets and other industries enter the field of wardrobes, they have also brought more new materials to try.
Media observation: From the perspective of the board, physical properties and environmental performance are the two most important points of the board. In the age when MDF and chipboard dominate the world, raw materials are not a topic that deserves excessive attention in the wardrobe industry. However, with the development of the industry, the application of new materials began to become more and more frequent. From the Hexiang board and the multi-layer solid wood board focus real estate network to the solid wood and solid wood veneer, the materials of the wardrobe industry are becoming more and more abundant. It is worth noting that as some cabinets and other enterprises enter the wardrobe industry across the border, their perspective is broader, and the application of new materials and new processes has also gone further. The richness of materials allows wardrobe products to meet different types of consumer needs. From this perspective, the materials of the wardrobe industry have not been finalized. Trend 5: Channel sinking second and third-tier markets are more powerful
Keywords: channel sinking, second- and third-tier markets
Industry phenomenon: In 2011, the deterioration of the circulation environment became the common theme of the home furnishing industry. With the vicious expansion of some strong home furnishing stores, some home furnishing brands have been "ablated" due to the kidnapping of the store, and the operating costs such as rent and manpower have increased substantially, making it more difficult for the home furnishing industry to survive in a frosty macro environment. The wardrobe industry is under the same pressure. At the same time, the competition in the first-tier cities is becoming increasingly fierce. More and more old and new brands are beginning to focus on the development of the second and third-tier markets. The transformation of sinking channels has begun to take place.
Media observation: The second- and third-tier markets are promising. From the macro environment, the real estate in the first-tier cities is seriously affected by the regulatory policies, and the demand space in the second- and third-tier markets is greater; from the competitive environment, the brand competition in the first-tier market is fierce, and the overall development degree of the second- and third-tier markets is not sufficient; Speaking of this, rents and labor costs in the first-tier market have risen sharply, while the second- and third-tier markets are more resilient. In addition, with the increasing acceptance of customized wardrobes, the expansion of the market cake will inevitably begin to show from the second and third tier markets. This shows that the expansion of the industry cake will inevitably follow the pace of the industry's overall channel sinking.
For wardrobe companies, scale is an issue that cannot be bypassed in the development process. If companies in the industry cannot break through the scale limitations of customized products, the prospect of the entire industry will also be bearish, and sinking channels is also due in the process of enterprise scale Meaning. For companies, channel sinking makes the channel foundation more stable and diversified. In the future changing market environment, companies must have a stronger ability to resist risks.
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