“Thousands of square meters of mahogany exhibition halls are basically no one from Monday to Friday, and there are only two or three people on weekends.†In the face of dismal sales performance, Ms. Luo of a furniture store in Yuhua District, Changsha complained, “Before When the market for redwoods is the best in two years, it can earn more than one million in one month. Now it is not as good as one year in a year. It is difficult to open a single order in one month."
According to statistics from the China Redwood Distribution Committee, in the first quarter of this year, China imported 190,000 cubic meters of mahogany, a year-on-year decrease of 21%, and imports fell by 26% year-on-year. With the release of the multi-country export ban, it is expected that this year's imports will continue to decline.
According to industry analysts, due to the scarcity of materials, market downturn, consumer awareness and other factors, in 2016, the mahogany furniture industry will face a major reshuffle. For entrepreneurs, cross-border marketing may be a new break. the road.
Reporter Bu Yu Intern Luo Yufei [Phenomenon]
The volume and price have fallen,
Sales fell by nearly 50% Once upon a time, under the madness of enterprises and consumers, the market of redwoods was booming, and it became the darling of people's consumption and collection. “Progressive appreciation and doubling of value†is a descriptive description of the once popular hotwood market.
However, since 2014, the mahogany market has encountered “Waterlooâ€, and the market price and sales volume of the products are at a stage of rapid decline. “Two or three people came to inquire one day, and sales fell by nearly 50% compared with 2014.†Ms. Li, a salesperson of a brand of mahogany furniture store, said that the market for mahogany furniture is particularly bad, the store rent is expensive, and the money is earned. Both are used to pay rent.
"Changsha's rosewood market is not as good as Kunming. In May and June, two 1 million yuan orders were made to make the profit and loss flat." Mr. Guan, the head of a mahogany furniture brand on Lushan Road, said that he has been engaged in this business for seven or eight years. He just moved the store from Kunming to Changsha. “The sales volume of mahogany furniture has not only plummeted, but the price has dropped by 20%. In the past, a set of mahogany was about 900,000 yuan, and now 700,000 yuan can be won.†Mr. believes that high-end mahogany furniture is not easy to sell, but the low-end rosewood and new Chinese mahogany furniture will be slightly better, because young people prefer simple, delicate and functional furniture.
On August 19th, the reporter visited several home stores in Changsha and found that almost the most "clean" is the area where mahogany furniture is located. The customers in the 3rd and 32nd are carelessly picking the furniture, and the staff of the store are more relaxed and boring. Play mobile or chat in the store. "The performance is not good, and then continue this way, not only do we have to change jobs, but the boss can only close the store. The business in the past two years is too bad!" Many salesmen said that many stores are in danger of going bankrupt, even if they keep it. Just barely supporting.
According to the "2015-2016 China Redwood Industry Development Report", in 2015, there were nearly 17,000 mahogany products production and sales companies in China, a decrease of nearly 35% year-on-year, and the annual output value reached 100 billion yuan, down 37.5% year-on-year. In 2015, China imported 904,300 cubic meters of mahogany, a decrease of 56.01% year-on-year. The total import volume reached 1.071 billion US dollars, equivalent to RMB 6.96 billion, down 59.43% year-on-year. These data are enough to show the difficult situation of the mahogany furniture market.
ã€problem】
Overcapacity in the market,
Fake goods flooding the market It is understood that since 2014, the mahogany furniture market has been falling all the way, the market is mixed, overcapacity, product plagiarism is serious, and some small enterprises have stopped production. The price of mahogany furniture was fired to a record high in 2007, rising by three to five times in just two years. In 2008, affected by the international financial crisis, nearly half of the country's redwood enterprises closed down, and the market price fell to a low point. In the following six or seven years, prices went up again, but in recent years, the rosewood market fell again.
“Would you buy mahogany furniture?†“No.†Mr. Huang, who came from Changde early in the morning to buy furniture, said that he never considered buying mahogany furniture. He believes that the current mahogany market is not only expensive but also on the market. The fakes are rampant, and some merchants even use the defective materials and substitute materials to impersonate the mahogany. "The cheapest is 30,000 yuan or 40,000 yuan, and the better is 400,000 yuan. In addition, in the identification of true and false, our people do not understand. If you spend money and buy fakes, it will be even more miserable!"
In recent years, as the mahogany furniture enterprises have blossomed everywhere, the market chaos has become increasingly apparent. Zhang Liming, vice president of Hunan Furniture Industry Association and general manager of China Redwoods Museum, believes that the mahogany furniture market is in a stage of disorderly development. “The lack of normative stores, family-style small workshops and exhibition-style tourism sales have brought to the industry. Many problems, falsification, shoddy, product quality, after-sales service, etc. are not guaranteed. Secondly, most of the current products are imitated, small manufacturers have insufficient design capabilities, lack of technological innovation, as a collector-level buyer, The overall disappointment of the industry has led them to opt out. At the same time, as a large number of parks and enterprises have grown exponentially, the decline in aggregate demand has far exceeded the total supply."
Entrepreneurship
Precision marketing,
Differentiated positioning for transformation In the context of the “scarred†of mahogany furniture, many people began to jump out of the market and find another way out. However, for some pioneering entrepreneurs, the depression environment is both an opportunity and a challenge. They have opened up the land and become the industry leader.
In 1997, Liu Hongcheng began to enter the traditional furniture industry. After more than ten years of hard work, he has three independent stores in Xiangyang, Hunan, and established his own factory in Jiangsu. In 2013, Liu Hongcheng moved from Changyang to Changsha. He found that the Changsha mahogany market had great potential, so he established a specialty store and a brand.
“Changsha's modern and European furniture market is basically saturated, and only mahogany furniture is still in its infancy. Moreover, mahogany furniture not only maintains value but also appreciates it. It is more and more popular among Chinese people.†After three years in Changsha, Liu Hongcheng’s mahogany hall Changsha's operating area is about 6,800 square meters. The operating area and product categories are ranked first in Changsha, and the annual sales of the brand is still growing at a rate of 30%. This year's monthly sales are about 10 times that of 2013. .
To achieve such results, it is inseparable from Liu Hongcheng's unique marketing concept. “National unification of the price, refused the high price and low price of the gimmick, in order to create a strong cultural atmosphere, we also created a mahogany town, customers can visit the factory, buy mahogany furniture.†Liu Hongcheng introduced, for different raw materials, They achieve differentiated marketing through precise positioning. Ordinary material products are used for cost-effective mahogany furniture, and valuable wood is used to make some luxury goods and artworks. At the same time, he also regularly conducts circle marketing to attract redwood fans with activities such as smelling, flower arrangement, gambling stone, and gem tasting.
For the future development, Liu Hongcheng revealed that the company will also establish Hunan's first warehouse wholesale center, using the lowest price, seven days no reason to return the form, and return the real benefits to consumers. He hopes to make the market sales the first in the industry, and set up sales points in every prefecture-level city and county-level city in Hunan Province, and finally radiate across the country.
In Changsha, like Liu Hongcheng, he is half-way "home", and He Mengchun. In June 2015, because the children came to study, He Mengchun moved to Changsha, and thus started her mahogany furniture business. “Father is a member of the Calligraphy Association. I have been fascinated by traditional culture since I was a child, so I fell in love with the mahogany.†In 2015, He Mengchun temporarily put aside the clothing business of more than a dozen stores in Huaihua, and established a redwood museum in Changsha. Chaoshantang, slowly searching for a mahogany business road in learning and exploration.
After all, it is a "outside door", there is no "very" grasp of the market, He Mengchun did not dare to rush into the market. In September 2014, He Mengchun visited Fujian Xianyou, Zhejiang Dongyang, Guangdong Zhongshan, Shenzhen and other places to inspect more than 50 brands, comparing materials, crafts, color and other aspects, and finally finalized the brand.
“When we first entered the market, our sales were not ideal. In 2016, we began to transform and sales tripled.†He Mengchun said that after the transformation, they focused on creating differentiated products. The new Chinese style of Burmese rosewood is the ultimate, and the carving also uses “Ruyi Xiangyun†as the brand's royal culture. “The product is king. Today, in the prevalence of redwood plagiarism, only differentiated products, fine craftsmanship and uniqueness are used. At home, He Mengchun also took the initiative to integrate into calligraphy, Chinese painting and other circles that love traditional culture, and formed his own circle by holding outdoor activities and symposiums. Customer base.
Experts suggest cross-border cooperation or can achieve a break. "With the rejuvenation of the redwood consumer base, entrepreneurs should fully consider the aesthetics of consumers when they choose products, and more integrate with modern lifestyles." Central South University of Forestry and Technology Furniture Liu Wenjin, dean of the School of Art and Design, said that to differentiate the market and provide personalized services for specific consumer groups, long-term development can be achieved. “At the same time, mahogany furniture should also carry out experiential marketing, through the store's home atmosphere, create a strong sense of traditional culture, so that consumers deeply feel the charm of mahogany furniture. The most important thing is to face the cold current of the market, to learn Hold the group to warm up, walk out of the circle of one city and one place, realize brand alliance in the form of home group purchase, walk into the community and walk into the hearts of ordinary people."
Liu Fagang, secretary-general of the Hunan Provincial Furniture Association, said that entrepreneurs should carry out cross-border marketing and explore the hobby groups in the market. “Redwood operators can enter the relevant industries such as commercial decoration, design and decoration companies, and open up markets in different fields to achieve cross-border Cooperation, the tentacles will be extended into hotels, shopping malls, offices and other places for mahogany furniture display, so that the public can feel the unique charm of mahogany furniture in life. At the same time, in product positioning, we must choose products with design and creativity, which can be utilized. A variety of materials are combined to meet the needs of different consumer groups, to achieve differentiated market competition, but also to strengthen the construction of after-sales service, integrity management, and improve product service quality."
Liu Fagang also reminded entrepreneurs that it is necessary to be cautious in entering the field of mahogany furniture. The investment in mahogany furniture is large, and the return needs a certain period. “Now the heyday of mahogany has passed, and now it is in a period of steady development. Blindly entering the mahogany furniture market. It will definitely be half the effort, and even lead to a loss of funds, and the loss of the wife and the soldiers."
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