Guangzhou Furniture Fair pushes new rhythm to slow down enterprises or enter a slow growth period

Compared with electric enterprises and "two barrels of oil", the home industry is like an ant, which is difficult to enter. Specifically, in Guangdong, a province with large furniture and building materials production, China’s earliest place to build a home improvement industry, this industry is obviously not to be underestimated, heading GDP, and connecting one thousand households. So, we thought of opening a window to observe the industry, exposing some details like a microscope, telling you a little bit of the wind on the market.

Recently, the reporter observed the recent spring exhibition of the Guangzhou Furniture Fair, and found that the speed of the exhibition of furniture brands has shown a collective slowdown. In the eyes of the industry, behind this situation is the shadow cast by the market downturn, and it can also be regarded as the symbol of the rational era of furniture production and consumption.

phenomenon

Or change the specification, or change the material, or change the color,

A little change in the original model is called "new product"

In the spring exhibition of the Guangzhou Furniture Fair in 2013, all the reporters were responsible for “searching for new”, and they tried their best to discover new products with bright spots. But after a lap, in addition to the refreshing design in the international pavilion and design museum, many domestic original furniture brands either did not launch new products, or the new products appeared to have met. Senior industry insiders revealed that the so-called new products have been redefined unconsciously along with the slowdown in the speed of domestic original furniture brands.

“According to the traditional understanding, a new look, a new material or a new style is called a new product. Nowadays, a little color change, material upgrade, process innovation, function improvement, and even the change of the furniture surface coating process can be called new products. For example, the previous furniture sets were suitable for small-sized units, and now they have become a new product by changing the specifications and proportions, forming a medium-sized and large-sized series. For example, the position of the previously placed amplifier is reduced to Catering to the new development trend of electronic products; or upgrading the board to solid wood, replacing the veneer of furniture, etc., are regarded as 'new products'." In the view of the Federal Group director and spokesperson Zhong Haizhou, this transformation itself Nothing to say. "Like the car, a certain series of brands can be divided into one generation, two generations, three generations, four generations. It can also be divided into standard version and upgrade version according to the configuration. The upgrade version can be divided into large upgrade and small upgrade. Then, For original furniture brands, through the changes in furniture structure, material changes and size improvements, as long as consumers can accept, what can not be?"

Recently, the reporter visited some large home stores in Guangzhou and learned that, according to the usual practice, March is a new month for furniture stores, but for now, the rate of promotion is not high. For example, in the poetry museum of Guangzhou's largest high-end furniture dealer, among the more than 20 original brands represented by it, only the court one and the other brand have new products. A designer familiar with domestic original furniture brand products revealed that a well-known Danish descent furniture brand and another well-known plate furniture brand have not launched new products for several years.

On the one hand, the freshness of new products is discounted, and on the other hand, the ratio of new products is reduced. Li Qichun, general manager of Shiwei Pavilion, combined with his own experience of more than ten years, said that the slow pace of the launch of original furniture brand new products has become a trend. In the future, most furniture companies with multi-style sub-brands will choose to improve their original sets. The way to launch so-called new products. In addition, it is not impossible for a single brand to use the style or a set of products to fight the world.

Dissection

Market pressure industry overcapacity, oversupply; consumers are not sensitive to new products

The reporter learned from some manufacturers and big distributors that the slowdown of the new pace of furniture manufacturers is mainly affected by the market environment. In addition to the direct impact of real estate macro-control on the downstream furniture industry, the impact of overcapacity and oversupply in the home industry is even more profound. Although Guangzhou's home stores have been significantly over-represented, Li Qichun of the Shiwei Pavilion predicts that Guangzhou's home stores will show an expansion trend in the next few years, with reference to the scale of Shanghai and Beijing home stores.

In addition, Li Qichun believes that furniture itself is not a fast fashion product, so consumers are not sensitive to this. On the other hand, the modern furniture styles of solid wood, solid wood, neo-classical, French and American have been basically fixed, and it is difficult for manufacturers to create a new style. Coupled with the fact that consumers are becoming more and more rational, when they buy furniture, they no longer deliberately pursue the appearance, but instead value the lifestyle behind them and the individual living experience they bring. Therefore, new products are not available to consumers. Too much impact, making new product development lack of motivation.

In Li Qichun's view, the early new products emerged in an endless stream, mainly because the whole industry is in the stage of rough development. Many manufacturers only need to do business in the spring and autumn. “Every time, several new products are launched at the exhibition, and then dealers and franchisees are developed in various places. The next half year is only for the production of prototypes for these distributors and franchisees. It is enough for the manufacturers to earn a lot of money. If the market for new products The reaction was not good, the manufacturers turned to develop other new products, and flicked other dealers. But now, affected by various factors, the dealers became more rational and cautious, and the barbaric siege of the manufacturers has not worked. Only by calming down and doing a good job in products and services can we stand on the market."

Cost pressure, a series of new products to market, at least 5 million to 10 million yuan

"Now, the home stores in first-tier cities are obviously over-supplied, but some large industrial parks are still creating bubbles. From the big environment, aside from the impact of inflation on people's consumption, the country's income multiplication plan has not fallen into the people's money for the time being. In the case of a slowdown in the overall economy, the short-term income expectations of the people are not optimistic, and the purse is getting tighter and tighter. For the furniture companies themselves, the costs of environmental protection, labor, social security benefits, etc. continue to rise, but this rise It’s hard to pass 100% to the terminal price.” Zhong Haizhou of the Federal Group believes that under the pressure of the market, the breakthrough of the company lies in digesting rising operating costs through management and technological revolution, rather than like rapid expansion. In the same period, it is necessary to continuously introduce new products to seize the market, thus making the furniture exhibition in March this year lack of new ideas.