Qingdao furniture brand adjustment market

Recently, the opening ceremony of China Qingdao Furniture Brand Development Summit Forum and SCM Shandong User Experience Center was held in Qingdao. At this summit forum, Italian SCM woodworking machinery and equipment officially entered Qingdao, and its Shandong User Experience Center was completed at No. 155 Zhuzhou Road.

Since the beginning of this year, the Qingdao furniture industry has also been affected by upstream real estate regulation and control policies. Coupled with factors such as raw material prices and rising labor costs, the furniture market has not yet emerged from the “severe winter”.

Qingdao Qinghuang, executive director and secretary general of Qingdao Furniture Association said: "In today's increasingly fierce market competition, the furniture industry practitioners are beginning to realize that only speeding up brand adjustment and providing quality service is the key to success." The Qingdao Furniture Association organized a summit forum for the development of furniture brands, inviting the heads of furniture companies to discuss the development of the company.

The furniture sales situation is grim

Since the beginning of this year, consumers have lost confidence in furniture consumption and market competition under the influence of the sluggish real estate market. The furniture market is gradually weakening, furniture exports are difficult, and export enterprises are turning to domestic sales, resulting in more intense competition. “The furniture sales market is growing too fast, the market share is apportioned, the sales per unit area is declining, the sales cost of enterprises is increasing, the export market is sluggish, and the domestic market is not satisfactory.” Many furniture company executives told reporters that in recent years, the furniture industry The cost of human resources has increased substantially, and corporate profits have been further diluted.

The importance of equipment has gradually increased as labor costs have risen. Haiyan Real Estate Group General Manager Jiao Liyan said: "Only good equipment can achieve a good brand. Good equipment can greatly improve processing quality and efficiency, and reduce production costs." In this regard, Zhu Shaohua, general manager of Qingdao Wofuite Machinery Manufacturing Co., said: "Italy As the world's leading woodworking machinery and equipment company, SCM can be directly experienced in Qingdao in the future, and it also provides opportunities and convenience for Qingdao's furniture and wood products industry."

Brand companies grow against the trend

With the development of society, people's requirements for furniture products are getting higher and higher, from the initial price, to the quality, the style, the green, and the brand consumption. Especially in recent years, the post-80s consumer groups accounted for the absolute proportion of furniture consumption. Shan Qingchuan said: "The post-80s consumer groups have a very clear concept of consumption, they pay more attention to environmental protection, quality and brand."

At the forum, Yin Zhaokun, president of Qingdao Furniture Association and general manager of Qingdao Yimu Group, believes that under the current industry situation, the brand road is difficult to go. Yin Zhaokun said: "As the capital of the brand, Qingdao's furniture industry should pay more attention to the cultivation, promotion and protection of the brand, make full use of this advantage and let the furniture have a place."

At the time of the overall fluctuation of the retail market, the brand furniture enterprises in Qingdao actively adjusted the product line and catered to the market with a more active attitude. The shuffling was also accelerated while the subdivision was accelerated. The whole industry was constantly improving, and the brand enterprises achieved a counter Growth. Taking Qingdao Liangmu Group as an example, as the largest furniture exporter in Qingdao, the Group's foreign orders have also been adjusted from the initial size to the high value-added, and continue to follow the needs of consumers to improve the quality requirements of products, and the products are marketed. And consumer recognition. Wang Gang, general manager of Liangmu Group, said: "Despite the influence of domestic and foreign markets, the production of Liangmu Group has been relatively normal and very stable development."

Industry companies need to collaborate

The more cold the market, the more prominent the brand value of furniture. The development of the enterprise needs to grasp the core, focus on quality and service, and innovate marketing methods and methods to be in an invincible position. In terms of marketing, the furniture industry is also full of firepower, becoming passive and active, and actively marketing in a variety of ways. After all, there are innovative and attractive marketing activities that not only bring a large amount of sales orders in the short term, but also gather popularity in the off-season to help the company develop.

At present, Youfei Home is taking the engineering as the path. On the basis of the original engineering supporting business, it has opened up a channel-joining network centered on Shandong, showing the simultaneous development of the two major market channels of engineering and retail and retail-feeding projects. New market structure. In this regard, Qi Yong, general manager of Qingdao Yufeng Hantang Wood Co., Ltd. said: "This year, the company's output value will reach 150 million yuan. Yufei's unique marketing model shows a trend of doubled performance, and its development speed is ahead of other industries. enterprise."

In his view, what is more important is that the industry must be integrated and work together. Qi Yong said: "The larger engineering bills, a company is difficult to bear, and it is necessary for each company to play its own advantages and work together, so resource integration is very important at this time."