"May Day" has always been a key node in furniture sales. Major stores and brand companies have attracted consumers' attention through various promotional methods since mid-to-late April. It is reported that during the three-day holiday of "May Day" this year, the sales volume and effectiveness of stores across the country have increased significantly compared with the same period last year.
The author learned from major stores and other well-known stores that during the “May Day†this year, the number of passengers in a single store exceeded 10,000, with more than 1,000 effective orders, and the sales amount increased by 30 to 40% compared with last year. With the arrival of the half-year home furnishing season, the market pick-up trend is becoming more apparent, and sales in the second half of the year will continue to grow.
Jiang Dehui, executive chairman and secretary general of the Guangdong Furniture Chamber of Commerce, said that since the beginning of this year, the furniture industry market has picked up significantly, mainly affected by the following directional factors: political stability and favorable economic development, the domestic macroeconomic situation is improving, the real estate market is picking up, and urbanization is emerging Rigid demand, market reshuffle to promote the healthy development of the industry, etc. With the advent of the decoration season, there will be more significant growth momentum around the "Eleventh" Golden Week. It is expected that the industry will run in a balanced and rising trend in the second half of this year, and a new round of rapid growth opportunities will appear next year. Half a year.
After two years of market reshuffle in the furniture industry, a group of weak and non-standard enterprises have been eliminated. The big waves have left behind some strong enterprises. The market development will be more healthy and the consumer confidence will also be changed. Will be enhanced accordingly. After shuffling the cards, the number of people who divided the cakes in the market decreased, and there were naturally more cakes. In the past two years, nearly 30% of SMEs have been eliminated, and the remaining enterprises have a thicker and stronger foundation, and are more capable of seizing the opportunity of this development to become bigger and stronger.
In view of the current industry situation, furniture brand enterprises should focus on the following aspects to cope with the new round of growth opportunities and seize the opportunities to develop and grow:
1. Start the layout of the third- and fourth-tier markets and establish sales channels. The eighteenth central government made it clear that urbanization will be promoted, which will inevitably create new demand for housing and furniture products. Furniture companies should take the lead in establishing channels in the third- and fourth-tier markets, establish their own brand image, and open the market through excellent products and high-quality services.
2. The upgrading of the company's own management and management, and strengthening internal cultivation. After the changes of governments at all levels are completed, the new government agencies will take over the work of their predecessors and complete the role change. It usually takes one to two years. In the second half of next year, new policies will be vigorously introduced to promote economic development. Benefit.
Furniture companies should focus on adjusting product structure, improve the market competitiveness of their products through personalized and humanized innovative design, and reduce costs by rationally allocating resources and optimizing production links. In short, measures that are conducive to enhancing the competitiveness of the enterprise and promoting the development of the enterprise can be boldly tried, and dare to make mistakes to make progress. Enterprises dare to adjust their own operation, management, brand, marketing, service and other aspects, consolidate their advantages, actively forge ahead and seek innovation, so as to be able to show their talents when new development opportunities arrive.
3. Keep pace with the times and actively explore new channels. The market is diversified, and enterprises also need to have corresponding diversified sales channels. In the past, furniture companies simply relied on home furnishing stores and distributors. While quickly occupying the market, they also restricted their own development to a certain extent. In recent years, the excessive expansion of hypermarkets has brought a heavy burden to enterprises, and there are risks such as low channel control. Therefore, furniture companies need to change the single channel model and master the channel voice.
One is to explore the direct management model. Furniture direct management has many advantages, such as channel ownership and management rights are in the hands of the enterprise, which is easy to operate and manage, and can implement the company's marketing concepts and policies in a timely and accurate manner; it can better demonstrate the strength of the enterprise and effectively increase the brand's popularity And reputation; directly facing the end consumer, it is easy to grasp the changes in consumer demand, which helps companies obtain the most effective market information; saves the dealer link, saves costs, and is conducive to improving profits; after-sales service for consumers Can effectively implement in place, establish a good brand reputation, and so on.
The second is to invest in e-commerce. With the development of information technology, consumers' recognition of online shopping has increased, and the development of e-commerce is unstoppable. Furniture companies should also keep pace with the times, seize the channel opportunities brought by the development of e-commerce, and seek e-commerce that is truly suitable for the industry Business model.
Although the furniture market is picking up, a new round of growth opportunities is coming, but in the future development of the furniture industry, the majority of furniture companies need to be more rational, less impulsive, more calm, less impetuous, in order to truly bear consumers Take a responsible attitude to open up the market, make progress in stability, and dare to innovate, so that the furniture industry can develop healthily and sustainably, and continue to grow.
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