The first move: diversified development, follow the trend
Since 2009, some furniture brands have embarked on a path of diversified development. Some well-known cabinet brands have tried their best to extend to various industries in the upstream and downstream, forming a pattern of in-depth development. Wardrobe is the first field for cabinet enterprises. In addition, some wooden flooring companies have also begun to get involved in the production of wardrobes. Insiders said that the diversification of the cabinet industry is a future development trend. The development of the wardrobe field can greatly improve the comprehensive competitiveness of the enterprise, enrich the product line, and can also help the enterprise to improve its ability to fight risks. The future competition of the wardrobe industry will be more intense, and the reshuffle will be on the way. Therefore, while diversifying the development of the enterprise, it should also consolidate the foundation of development and move forward steadily.
The second move: the channel sinks the second and third lines
Many well-known brands face the dilemma of reduced sales and increased pressure in the first-tier market, while sales in the second- and third-tier markets and even the fourth-tier market have unexpectedly experienced high growth. This has made some far-sighted furniture companies expand rapidly in the second-tier and third-tier markets when many companies are busy looking for business opportunities in the first-tier market and making breakthroughs in the off-season. In fact, we must see that under the situation that the government is gradually increasing the construction of policy housing, the rigid demand for suitable housing and two-restricted housing creates a good opportunity for furniture companies to expand their market space. It can be seen that the second and third-tier markets and the low-end market have become the only way for many furniture brands to overcome difficulties.
The third measure: looking for partners, different industry alliances
Today, with the continuous improvement of the Internet, the furniture industry is also following the trend and actively exploring the Internet market. The emergence of online group purchases also provides a platform for major furniture brands to conduct cross-industry "cross-bank cooperation". In such cooperation, various favorable factors began to emerge. “When the market environment is full of uncertainties, forming alliances with other companies is an important way to put a sense of loneliness. In fact, many furniture companies have already started in-depth cooperation with home improvement companies.
Secondly, the parties involved in the cooperation share resources in brand communication, channel promotion, after-sales service, etc., and their products do not conflict, and they can fully grab the market share of their respective industries. "Professionals said that diversified production and cross-industry alliances can help furniture companies gain a foothold in the market downturn, while also avoiding the phenomenon of homogeneous competition. At present, many household brands, including many well-known furniture brands They are all striving to seek cross-industry alliances and expand the city.
Fourth measure: increase brand building
At present, many furniture companies have misunderstandings in brand building. They believe that building a brand can be achieved in advertising. As long as you are willing to "burn money" on TV or other media, your popularity will increase. actually not. Customers' satisfaction with the products they buy generally has a psychological balance. If this balance is not reached, the advertising effect will be greatly reduced. In addition, the cost of TV advertising is relatively high, and companies have to increase product prices and position products in the mid- and high-end consumer groups. At this time, if the management level and hardware facilities of the company do not match the product positioning, it is difficult to provide customers with "medium and high-end" â€Products and services, which affect the reputation of the enterprise.
In fact, the most reliable way to enhance the competitiveness of enterprises is to increase brand building. If the product quality achieves zero defects and the product service achieves star management standards, then consumer trust and recognition will be greatly improved.
Fifth measure: Improve the innovation ability of enterprises
Some people say: "In the furniture industry, there is no future for products without design and innovation." Innovation is the key factor for an enterprise to maintain its competitiveness. In China's furniture industry, weak innovation ability is a common problem of furniture companies. The main reason is that the enterprises' awareness of intellectual property protection is not strong. Once the high-cost product is developed, it is quickly copied and imitated by others, which reduces the competitiveness of the product and also affects the enthusiasm of the company for product development.
It is understood that at present, two-thirds of domestic enterprises do not have their own R & D institutions, and three-quarters of enterprises have weak R & D capabilities and lack of core technologies, which greatly reduces their competitiveness and ability to resist risks. Some powerful companies have begun to take the path of innovation, which has achieved considerable development.
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