At present, China's furniture industry has gradually developed a number of criteria for the classification by region for the furniture industry cluster, and these large-scale enterprises in the development step by step to find their own characteristics, all for us to explore and analysis.
Region: Guangdong - OEM, as well as a pioneer exhibition advertised
There is an old saying called the "National furniture look Guangdong", from the last century, the early 80s, where by virtue of the rapid line with international standards, the National Investment preferential policies to facilitate the conditions for the furniture industry first developed.
The preliminary stage for foreign brands OEM processing experience, Guangdong subsequently created its own brand has accumulated a wealth of experience. Guangdong furniture brands in order to European, American style, mainly outside of this area is subject to the cultural and environmental impacts, but also its huge foreign sales by the decision. Corresponds to the domestic market, the vast majority of Guangdong Brand laid, the high-end line, tone, and targets the first-line markets, such as royal, red apple, Kin-wai, federal, etc.. Country at the time the furniture industry is still in the case of the state of enlightenment, the high-end positioning and follow the international trend of tight design and to make furniture, they will easily become the industry benchmark, champion, became the first province in Chinese furniture. But also because of its superior location, Guangdong furniture in a very long time to rely mainly on channel sales, through distributors, so that high-end product directly to the target customers, plus the show has a mature platform for the status of the major furniture association strength, to show economy has become a top priority in Guangdong furniture industry. Canton Fair, the existing three companies co-organized by the Shenzhen Furniture Fair in Shenzhen Furniture Fair, Guangzhou, co-sponsored House Furniture Fair in Guangzhou, Dongguan Furniture Association in cooperation with the Hong Kong companies in Dongguan Furniture Association, Guangdong to promote furniture brands, with annual sales of the most important occasion. Through the exhibition to find distributors and accept orders on the survival of furniture enterprises in Guangdong mainly rely on. Some even an exaggeration to describe the exhibition as long as these to win pretty, for one year do not have to worry about sales of the problem, but also do not have to bother to do other promotion.
However, the furniture industry more competitive in recent years, Sichuan, Zhejiang, Shandong, Beijing, furniture, the rapid development of Shanghai Furniture Fair Furniture Fair Chengdu, represented by the mainland are also increasingly popular furniture exhibition. Regardless of the furniture business or furniture exhibition, the first throne of Guangdong Province, the country had been shaken. Past emphasis on walking channels Guangdong enterprises, marketing channels had to be adjusted to the terminal market is also put on the agenda, an increasing emphasis on brand promotion.
Region: Zhejiang - industrial upgrading in the assault troops
This year, Zhejiang Province, the output value and export furniture industry than in the past is still growing, but the growth rate eased. Furniture industry in 2007 the GDP of 600 billion yuan, exports 4.3 billion U.S. dollars, down by 3-4 percentage points. Facing the furniture industry, the upcoming major reshuffle, Chiang, chairman, said the furniture industry, Zhejiang Province will make a second start of the slogan.
Heartening is that long ago, Zhejiang style Furniture Co., Ltd. a group of staff, will leave for Kazakhstan's capital Astana, where the forthcoming opening of the first big style furniture store to store renovation and sale of training. Through this direct to establish its own brand overseas retail network in the form of this enterprise in the future export of furniture, the profit than they are now at least doubled. Great style furniture, head of Wang Tong Miao said that this was their first overseas out of the store, the overall decoration style is almost the same store in Hangzhou, and shop signs and furniture trade marks, also maintain the "big style" brand. Great style of the lung power comes from the recent good performance of the company - the first half of this year, big style furniture exports last year increased by 20% over the same period, particularly in the Middle East and Central Asia region, sales increased even faster. Coincidentally, two weeks ago, Saudi Arabia's Furniture FAHAD success out in the Saudi capital Riyadh, the "City Window" franchise, with an area more than 3000 square meters. In the international market are used to provide OEM products, Wenzhou furniture, thus squeezing in a successful "brand output" camp. Since two weeks, without any advertising support, the average daily turnover of 350,000 sand dollars (equivalent to RMB 600,000 -70 million). This is Saudi Arabia's Furniture FAHAD shortly Wenzhou furniture brand to produce a nice report card.
According to reports, with the large style of furniture similar to this year, many export enterprises, Zhejiang, is through a variety of efforts to continuously break the old industrial model of restraint, in the pressures in the tight encirclement. Seen from the outside, this year, the general downturn in the domestic and international economic situation, like the style of such overseas shop plans somewhat blindly. But after all, furniture, Zhejiang, China's furniture industry this summer to bring more thought, like Wenzhou, sports shoes, they are experiencing a long OEM Age, finally found a breakthrough.
Region: Sichuan, Shaanxi - the rise of the civilian population of the central strategy
The furniture industry in Guangdong, Sichuan started later than that, but they are clever, know how to work in the high-end furniture, is absolutely indisputable, but in Guangdong. As a result, they will start from the start in the low-end product positioning, locking second and third line cities, after all, China has 800 million farmers, the rural market is far more than cities. Because of this, the original furniture, Sichuan is also known as "peasant furniture" is taking the marketing is based on terminal-based development.
In order to open the terminal sales, the strength is slightly stronger emphasis on Sichuan furniture brand hype, a lot of money invested is used for the vast rural areas and county and district people's advertising, advertising channels through which we have a choice, such as CCTV, because he is the best coverage in rural areas wide media. "Guang-gun" type of terminal brand marketing is effective, even first-tier cities the general public, but now mostly for all the Friends of the charmingly naive panda advertising, daughter of the "four-generation system of wood" and Fei Xiang endorsement so there are some impressions.
Sichuan furniture development process, a very important feature of political and business co-operation. The Sichuan Provincial Government's support for the furniture industry very hard, in addition to a variety of preferential policies, but also set aside large tracts of land used for furniture business development, reducing the corporate worries. Together with Sichuan's Furniture generally think more long-term bullish central China early in the morning, two counties in western and northern regional markets, logistics system, the establishment of a relatively early, for the latter part of the creation of favorable conditions for external expansion. Xing Luo clouds of its stores, all-you now more than 1,600 stores, daughter and two tigers are also more than 1,000 stores.
Position in the low-end markets in Sichuan furniture popular in the second and third line for them to earn a "first pot of gold", but in recent years to expand the territory of the process, a long time to form a "middle and low," the impression to the brand from time to time in Sichuan suffered embarrassment, a sense of its design and quality comparable to some first-line brands, but always kept out by mature stores. In order to reverse the image, the further development of a small number of stronger Sichuan furniture on behalf of the brand, starting in the high-grade quality and price of the "fine furniture", gradually changing market positioning, designed to capture the first-line market. Use their words, encircling the cities from the ultimate aim is to occupy the core city.
The same as the Revolutionary War, this strategy has achieved certain effects in transition, the most direct manifestation is?????attitude. A few years ago, Red Star had been turned down applications for admission made by the Sichuan brand, but now, all friends, good scenery, a pioneer in the hair have been successively stationed?????Sergeant Lam. While other large furniture stores yet to open up the door to Sichuan, but the practice in advance to prove that they?????bullish Sichuan furniture market in the first-line potential.
It is worth mentioning that the Sichuan Provincial Government, especially the Chengdu Municipal Government, is also actively contributed to Sichuan School furniture enterprises to expand in the high-end market, increase its export volume. A large-scale government-led by the active promotion of the furniture brand in the entire industry is unique.
Region: Hebei - Hebei send Bocaizhongchang Road Furniture
Ji sent furniture, which is characterized Bocaizhongchang concentrate all Menpai furniture, fashion elements, forming a consistent habit of Hebei residents to enjoy the taste of the furniture styles.
If we say that four years ago, Hebei sent furniture still unknown, a low-level stage, the current Ji is sufficient to lead the North to send furniture, furniture trends, in Northeast China, Inner Mongolia, Xinjiang, Gansu, Hebei, Henan and other areas occupy the mainstream position. Today, Hebei furniture stores did not lose some major cities in the South, Xianghe, Bazhou two special features furniture, bases have been laid Hebei sent furniture in the country's position, in particular, steel furniture, glass Bazhou famous hot country in Southeast Asia, can be said that Southeast Asian countries, three quarters of the glass-steel furniture, all from Hebei Bazhou. The size of Shijiazhuang professional furniture stores, fashion degrees, enough is comparable with the developed cities.
Hebei sent furniture in just a few years, rapid growth together with industry, business role in promoting inseparable. Dong-Ming furniture, take the initiative to carry on such a mission: Let Hebei furniture into the national communication platform for accelerated growth. They started in 2004, on the Shijiazhuang municipal government and under the auspices of Hebei Province Furniture Association, hosted the annual session of "China Shijiazhuang International Furniture and Woodworking Machinery Exhibition", put up a business exchange platform, not only in Hebei furniture industry participate in this event, but also attracted Sichuan, Shanghai, Guangdong and other places come to discuss the order's Furniture. More forward-looking is the East that from 2005 onwards, an annual investment of 200,000 yuan will be store for more than 600 businesses formed the "Southern exhibition tour" to Guangzhou to participate in the national furniture industry's most well-known China Famous Furniture Fair, in this industry the highest specifications, the largest exhibition to "learn" that made the whole grade furniture store promotions, fashion degree of almost simultaneous southern city furniture store. Now, a one-year departure, "the South exhibition tour" has become the furniture industry, a landscape, Ji sent furniture caused industry-wide concern.
Region: Beijing - Domestic advantage of the context of a model of channel
In recent years, Beijing abruptly from the furniture, panel furniture industry, intense fighting in the blaze of a road, one of the reasons is the difference between north and south of furniture, furniture, south of the northern consumers can adapt to the local dry climate doubts When you purchase your prefer local brands; second reason is that the local furniture industry to better understand the local market needs, but also occupy a certain degree of regional advantages, eliminating the need for some transportation costs, service efficiency, targeted than foreign enterprises. The third reason is that powerful channel partner resources.
For production enterprises, to find a good husband's family is very important, and backed by a good cool shade trees, Beijing, furniture marketing is characterized by the largest store attached to the main channel marketing. Beijing's home circulation industry is the country's most developed,?????, but still the home are a leading national home chain store brands. Many furniture companies are Beijing reached a strategic cooperation and channel stores, such as?????home stores, the Eastern Parkson always give priority to the location of a good stand, Guangdong furniture industry has failed to do this. It can be said that Beijing furniture enterprises are good at are experts in the use of the characteristics of home store chain, store approach strategy, store resource integration strategy, store promotion strategy and a series of work was very in place. With?????Surprisingly, the home territory of the expansion of the furniture brand also will be assigned to the expansion of saving a lot of manpower, material and financial resources.
Of course, it will also have a negative factor - the impact of interpersonal skills vital to the brand development. Panel Furniture meaning to the wind, for example, the owner of the relationship between individuals and a few supermarkets very high "iron", so get involved to benefit even more, sales of furniture in all of Beijing plate inside the best.
Relative to the Guangdong, Sichuan, furniture, ambitious enterprise, Beijing appears to feel comfortable furniture brand, its products mainly to regional self-production and marketing, and also in short supply, it focused only on the Beijing market, not in a hurry to promote foreign expansion. For "capital" of the nature and cultural character, Beijing invited spokesmen less furniture brands, and more local people to take action against advertising and event marketing. For example, in the radio can often be heard "to buy furniture, to the Langfang, China on furniture, etc. you get", "hundred of furniture, it is really German", "Italian style furniture, the German environmental protection plate, caring health of their families" and so on ad words. In addition, the East Parkson jointly organized by Project Hope "and the companion books, with the Olympic counterparts," the activities and the activities of prizes collected lyrics, Si Puli furniture ambassador sea election and the "beautiful bride" selection, Green Island Furniture contributions of students in Chongqing ... ... similar to the brand marketing activities not uncommon.
Region: Shandong - a rising star of the broad industry perspective
The furniture industry has been unknown in recent years in Shandong province gained rapid development. As of the end of 2007, output value of furniture industry in Shandong Province has reached 38 billion yuan. In the next few years, the provincial capital Jinan will be planning for the furniture industry development in key areas.
Shandong furniture industry is from a poor and white, developed on the basis of comparison with Guangdong and other areas, started relatively late, resulting in the late 90s, like a carpenter before are usually the traditional manual small workshops, industry has not branded, end-market confusion; 2000 Since, Shandong furniture enterprises to enter the second period of development, a large number of small and medium sized furniture enterprises have emerged, but, overall, a smaller scale, poor quality, non-brand self-consciousness, to mimic the original areas of Guangdong and other advanced prototype, as of 2004 years, Shandong furniture industry has more than 3,000, about 95% of the furniture industry as a private nature; in 2004 after some large furniture enterprise in Shandong gradually stabilized, such as in Shandong Fengyang, Yantai Regis, Qingdao a wood, Shandong, today sunshine 3 wood, etc. has been steadily in value and size of the forefront of small and medium enterprises have begun to attach importance to universal access to a brand and R & D, management gradually standardized, and gradually expand outside the province and the emphasis on overseas markets, a new stage. In addition, some of the furniture business, such as Jinan Bronte, Ya Shida, the new aristocracy, Boli Ya, Ka City, Linyi Kimcheon, blueprints, Weifang days Da, Zouping Fortis also has its special characteristics such as the development of furniture industry in Shandong an important backbone and vanguard.
According to reports, in recent years, the rapid development of furniture industry in Shandong Province, the GDP and exports respectively 25% and 30% a year over a year. As of the end of 2007, the province's furniture manufacturing enterprises reached 3650, employing about 38 million in the year to achieve 38 billion yuan of industrial output value and export 1.07 billion.
Next, the furniture industry in Shandong Province to highlight the development of software, furniture, solid wood furniture, panel furniture and new furniture, materials, four major areas. One software furniture Jinan, Zibo, Weifang, Yantai, focusing on the development of regional, solid wood furniture, Jinan, Binzhou, Qingdao, Rizhao, Dongying, Ning, etc. focusing on the development of regional, plate furniture, Jinan, Qingdao, Dezhou, Linyi focus on the development of the region. Meanwhile, the province will accelerate the construction of Shandong (Linyi) International Furniture technology industry base and, Qingdao Du Village, export processing bases, to strengthen Ning tables, chairs, plywood Linyi, Heze Zhuang Village Paulownia products, Qingdao woodworking machinery, Tancheng Satun Salix integra weaving, and other Five industrial clusters guidance.
Region: Northeast - resources behind the internationalization strategy
Solid wood furniture has a unique beauty of nature has given, as people's living standards and environmental awareness, the share of solid wood furniture will be further expanded. There is a natural forest resources in the north-east furniture industry in recent years, hair Zhang, gradually relying on solid wood furniture, a heaven and earth to grab for themselves. And Dalian, Shenyang and Harbin for the base of the large number of furniture industry is in the past two years has made great progress.
Shenyang, Shenzhen, home to introduce the latest concept of the Association, in April 2006 held its first session in Shenyang China Furniture solid wood, while the implementation of "China's solid wood furniture capital" of the strategy construct. In Shenyang and Dalian as the center of the Northeast early history of furniture-producing areas, so in Shenyang to build "solid wood furniture capital" is feasible and radioactive.
At present, Shenyang has more than 1,200 furniture manufacturing and circulation enterprises, the annual production of furniture, 3.5 million, accounting for one-third of the three northeastern provinces of furniture production. Furniture Market in Shenyang in Liaoning Province is not only a furniture distribution center, but also the national furniture distribution center in the Northeast as well as Inner Mongolia. Therefore, Shenyang to become "China's solid wood furniture capital", we are bound to bring the furniture industry in northeast Liaoning Province as well as a golden opportunity.
With the construction of Shenyang, "China's solid wood furniture capital" of the advance, the Northeast furniture market will be further fully open, which means that the Northeast furniture, "self-sufficiency" era, the Northeast National wood furniture enterprises will participate in the competition in the external forces under, Shenyang furniture enterprises will first go through a natural process of mergers and eliminated, but this is by no means a bad thing, after this time the re-shuffling, the Northeast will be the smooth realization of solid wood furniture enterprises survival of the fittest will survive more powerful, and thus implementation across industries and upgrading reproduce its past glory. I am a professional editor from China Product, and my work is to promote a free online trade platform. http://www.himfr.com/ contain a great deal of information about bay window curtain rod , chrome curtain rod welcome to visit!
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