After the reform and opening up of the Chinese furniture industry, the fastest-growing development is nearly 20 years, so the development of the Chinese furniture industry as a whole is still a very young industry. This young industry has already made China the world's largest furniture producer. China's output is one-fourth of the world's, and exports are the world's number one. Exports are $38.8 billion, up 15.16%. The output value of the whole industry exceeded 1 trillion yuan last year. The overall growth rate of the furniture industry last year was 25%, and the results were outstanding. When the market is prosperous, is it to continue to maintain the heritage of history, or to propose a change strategy to change? Under the proposition of the entire home industry, 2012 became an important node for the transition. Now, in 2012, halfway through, in the past six months, the home industry is facing a harsh environment and is not afraid to do anything. However, many companies have seized the pulse of change, vigorously promote new ideas, cater to and deepen consumer demand, and create Out of the market. As an important branch of the home furnishing industry, what changes have the furniture industry made under this “worldwide chaosâ€? How's the effect? In the first half of the year, is the furniture industry full of excitement or helplessness? The two-pole extension of the white-hot "dumbbell state" led to the "solid wood dispute" In the market experience of the first half of 2012, the furniture industry faced a mixed market environment, not afraid of hardships and hardships, so there are many examples of performance against the trend, stand out. Following the top ten hot events in the furniture industry in the first half of 2012, the authors found that the reason for the contrarian trend, the reporter found that this seemingly unpredictable half-year time hidden in the "explosion point" that can be explored. As far as the Beijing furniture industry is concerned, the market has shown a phenomenon of “dumbbell status†for high-end and low-end consumer groups. In this case of two poles, how to “keep awake†is crucial. The first batch of market promotion forces that tend to be white-hot, led by the “strike outbreak†of solid wood furniture, vigorously promoted the development of the furniture market and became the leader in the furniture industry in the first half of 2012. The diversified development of the enterprise "strives out" the traditional outbreak of solid wood furniture: as the forerunner of the development of solid wood and board wood furniture, Rong Lin Shijia mainly focuses on Southeast Asian style betel nut furniture and new Asian style Kyocera solid wood series furniture. Kirin revealed that under the environment of the high-pressure policy of the property market this year, “stable growth†has still been achieved, and the Kyocera pure solid wood series furniture is even more brilliant. In this year's market environment where polarization is more obvious, more and more companies are promoting solid wood furniture. As a traditional faction, Ronglin Shijia is focusing on the brand influence of its own originality, and vigorously develops key research and development of solid wood products. Responding to changes in the market environment, and achieved good results in the first half of the year. Successfully entered the military: As the leading enterprise of domestic panel furniture, Yifeng Furniture took the goal of “slimming and fitness and light-handling advancement†in 2012. Under the slogan of “Developing Diversified Productsâ€, it officially entered the ranks of solid wood. Wen Shiquan said that the wood furniture is still the future development trend, but the solid wood furniture is more flexible and more valuable because of its shape, and it is easier to create a simple, stylish and personalized texture in the design, so there is also a certain amount of considerable market. In the face of the harsh situation, the road to innovation that breaks through the self has become the goal of the industry to compete for. The good change is certainly one of the elements of development, but how to determine whether this change is suitable for the enterprise itself is the dilemma. The solid wood series products that Yifeng Furniture has built over three years have broken through the theme of European and American solid wood carving, adding Italian and Nordic elements to it, not only creating different visual textures, but also infiltrating the brand's influence, so at the time of rushing to the beach In order to succeed in one fell swoop, we can successfully enter the market. Upgraded to force the party: Advocate the concept of health, the production of environmentally friendly panel furniture, Natel, in recent years is also the development of solid wood furniture, and has been the Piaget Manor "breathing furniture" as the connotation, the material upgraded to walnut; Later in the beginning of this year, the Duke of Louis (tentatively named) series of products once again revive the market share of solid wood furniture. As a representative of the upgraded force, Nettle has entered the solid wood furniture for five years. The previously launched Piaget Manor solid wood series products have been widely praised in the industry, but Yan Yongmin told reporters that this is far from enough. So the Duke of Louis launched this year came out with a new look: "The Duke of Louis will enter the Beijing market as an independent store. Its new French style will fill the gap in the smart texture of European and American furniture, and introduce the mid- to high-end market into another vivid In the luxury life.†Duke Louis will extend the European and American carving techniques, adding a layer of new French pure atmosphere to the beauty of the Earl Manor, and providing more choices for consumers who like European and American furniture. Horizontal retrograde: Peking style furniture, the leading European and American series of Peugeot furniture, return to the "trend", and vigorously upgrade the board and wood furniture business sector. Zhu Guangyu believes that the differentiated route of precision marketing is now the road that enterprises should choose. Therefore, in the first half of the year, Peugeot is doing its best, while focusing on adjusting the modern furniture division. The plate furniture of Peugeot Furniture has been in development for four years. At the same time as everyone goes to the solid wood market, Peugeot Furniture is vigorously pursuing the development of high-end modern panel furniture, and aims to improve its differentiation and strive for Beautiful transcripts are handed over in horizontal development. In the furniture industry, it is inevitable that "change" will go out of the future. It is reported that the overall growth of the furniture industry last year was 25%, and the increase in the first four months of this year was 17%. From this trend, the market for furniture is gradually narrowing. Because the market also reflects that the sales of civilian furniture this year is not very good. In general, the furniture industry is overcapacity. Combined with the development plan put forward by the central government this year, the competition in the furniture industry is very fierce this year. In this regard, Zhu Changling, chairman of the China Furniture Association, said: "Because of the rapid production of panel furniture, the market launch can change with the needs of consumers, but this variability is slightly worse in form, coupled with fierce competition. The low profit, coupled with the widespread misunderstanding of solid wood furniture, longevity and other reasons, has caused everyone to be willing to do solid wood panel furniture." This will make the solid wood furniture market become More chaotic, adding some unscrupulous businesses to take advantage of the opportunity to confuse the concept of "pure solid wood furniture", "100% solid wood", "imitation wood", "solid wood veneer" and so on. Although the real estate market in the second half of the year is still not optimistic, the furniture industry is in a tough battle or it is inevitable that the "trend wave" that solid wood furniture set up in 2012 will not end. However, judging from the preparations for the first half of the year, the furniture industry's perception of product diversification has been at the forefront of the times, and it may collide with new development prospects in the future competition. (Editor: JN103)
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