After 10 years, which sofa are you lying on to watch TV?

The past 20 years has been a golden period for the development of China's software and furniture market, and the entire industry has undergone earth-shaking changes during these 20 years. According to CSIL statistics, the annual output value of China's upholstered furniture has increased from US$3.582 billion in 2003 to US$30.745 billion in 2012, with an average compound annual growth rate of 26.98%. In 2012, China has become the world's largest producer of soft furniture, with an output value of approximately 44.85% of the world's total. According to industry analysts, with the increase in technology content, software furniture will use less natural resources and provide longer service life, creating a comfortable and comfortable living environment for human beings, which is in line with the trend of developing a low-carbon economy. Despite the large volume of the market, it seems that the prospects are infinite, and many brands have indeed sprung up, trying to enter this market to share a piece of cake, but more like a melee, can be called the brand, I am afraid a hand I can count it. The sofa industry, especially as the protagonist of the software furniture market. There are many brands, but small and chaotic is a bad injury. From “playing up” to “conforming to appetite” In July 2014, Huadali Home Furnishings (HTL) held its second investment promotion conference in China this year. At the same time, Huadaoli’s brand showroom in Kunshan was officially opened to the public, Relax, The mainstream product series of Gallery and other exhibitions together with the different layouts of the exhibition hall constitute a space for different home furnishings. The dealers who come to visit or sit or lie down, and live for a while. At the entrance of the exhibition hall, a “HTL global business distribution map” made of leather is very eye-catching and aims to convey the professionalism of HTL as a leather sofa manufacturer. As we all know, the Chinese furniture industry from the golden age of 2008-2009 to the slow growth period of the past two years has caused a lot of confusion in the industry: "Is it worthwhile to continue doing it in the end? At the China Merchants Conference in July, Huada Wang Yong, general manager of Lee Home (Jiangsu) Co., Ltd., still feels emotional when facing dealers. "It is certain that the furniture industry is still a giant industry in China, with a market value of 1.2 trillion yuan. Among them, the sofa only accounts for about 400 billion yuan, which shows that the future prospects of this industry are still vast! Wang Yong also pointed out that everyone thinks that the competition in this industry is very fierce. Is the truth like this? In the fully competitive industry, the top few have exceeded the market share by 50%. But the sofa market is not a fully competitive market, who can If you get the biggest share, you can win, and the market will always be cruel. In the next 10 years, there will be a shuffle. "Before buying a sofa, as long as it can be bounced, but in the era of more and more pursuit of beauty, consumption People are more and more concerned about whether the sofa purchased matches the decoration of the home, and whether the leather fabric and style are their favorite. Wang Yong, general manager of Huada Li Home (Jiangsu) Co., Ltd., said in an interview with reporters that 20 years ago, the sofa was almost entirely made by carpenters, but 20 years later, the software furniture market has reached 300 billion yuan. The scale shows that the market is expanding rapidly. At the same time, consumers’ purchase expectations have also undergone earth-shaking changes. Wang Yong pointed out that although the current software furniture market is prosperous, there is a lot of room for the sofa industry to develop. It is noted that no one company has more than 1% of the total, and the low concentration of the brand is the most prominent problem in this industry. Various phenomena indicate that the software furniture industry will surely usher in a huge momentum in the next 10 years. “Shuffle.” He also boldly predicted that after this shuffle, there will be no more than five sofa companies that can survive and live well. In each single market, companies with a market share of more than 50% will not More than five. Feng Jianhua, president of the Jiangsu Furniture Industry Association, believes that today's consumers are increasingly demanding brands and quality, so they will be selected in the future. The choice is to gradually move closer to the big brands, the quality is good, the brands with high attention will sell better, and the higher the market ratio, and those who can't keep up with the market will face difficulties. In fact, because The entry barriers for the entire industry are very low, resulting in a large number of production companies, but the quality of consumers has only begun to mature in recent years, their brand awareness in the purchase of sofa products has not yet formed. The comprehensive cause of the sofa The concentration of industry brands is not high. Consumers don’t know which brands are famous when they buy sofas. “More than 70,000 furniture companies in China have more than 200,000 brands, and these companies’ profitability is still going up. Tell us a message that the industry is shuffling and integrating. Wang Yong said that the capital chain is unhealthy, and brands without high reputation are gradually being eliminated, and the industry with history and background is more and more accepted by consumers. Wang Yong believes that enterprises can improve their internal strength and provide them to consumers. The value for money products, while providing consumers with more value-added services, allowing consumers to actively choose the brand, and willing to choose twice, this is the only way for sofa companies to increase their visibility. Develop e-commerce? No, It is not necessary in recent years, the home furnishing industry has been involved in e-commerce, and the entire industry has a strong atmosphere of “not doing e-commerce is equal to backwardness.” For this phenomenon, Wang Yong also has clear ideas and plans, he believes that home It takes time for the industry to truly achieve online successful sales. The Huadali brand will strictly limit the offline dealers to the domestic e-commerce platform, and the official online shopping malls will only be displayed as brand products in the short term. Channels, more or drain to offline for experiential marketing. “The e-commerce in the home industry has a big problem, if the last mile can’t , But it will hurt the brand. When it comes to the topic of e-commerce, Wang Yong seems to be interested in the development of online channels for sofa companies. He clearly told reporters that Huadali does not currently have a plan to develop e-commerce channels. Only when the brand has a store with thousands of stores, And the company will be able to provide consumers with quality on-site services, and will vigorously develop the e-commerce model. But Wang Yong revealed that before the end of this year, Huadali will build independent malls and flagship stores, the whole platform is designed to let consumers When doing brand selection, you can compare online and bring more traffic to offline marketing. More think tank observation: Where do we buy the floor tomorrow? The export of wallpaper industry lies in cultural specialties.

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