How the furniture industry “war is fierce” 2011 “extraordinary”

Looking at the domestic economic structure, the Chinese furniture market has undergone great changes. Today, high-end market products are no longer patents of wealthy people. There are many middle-class consumers who buy high-end furniture products. Consumer psychology has undergone major changes. Money is not necessarily happy. There is no sense of belonging. The gap between people is increasing. Therefore, furniture is now selling the concept of life.

The sound development of the furniture industry needs to improve quality and transform as early as possible

At the end of 2010, companies will summarize and plan for a new year. In 2010, Haoxing's market layout was relatively smooth. Now there are more than 110 stores. Except for Tibet, there are no stores, and other provinces and cities. In response to the fierce market competition, Huang Zhangxing said that the 2011 Haoxing plan: “In 2011, Haoxing may not exhibit in one year, focusing on internal promotion and adjustment, strengthening contact with dealers and researching market countermeasures, and increasing Support the dealers, strengthen the training of the guides, improve the quality of the guides, strengthen the quality of their services, strengthen the storefront packaging, enhance the store image, and comprehensively enhance the internal and external competitiveness of Haoxing."

Dalingshan is the largest town in furniture export. The financial crisis has caused many export enterprises to switch to the domestic market. Haoxing has successfully transformed after the financial turmoil and returned to the domestic market from overseas markets. Now Haoxing has been on the right track in the domestic market. Huang Zhangxing talked about the most impressive thing in 2010: "I am fortunate that Haoxing has been transformed this year. Many export enterprises without transformation in Dalingshan have had a hard time this year. The RMB exchange rate is rising, the prices of various raw materials are rising, and production costs are increasing. Export companies have no choice but to accept the export profits, and the profits of the companies with lower exchange rates are lower. Some of my export-oriented business friends say that the export market is very difficult."

The furniture industry is fiercely wary, how can companies be invincible?

Market products are positioned to avoid the reality, find their own space, and target markets to locate the southwest market. Forbes announced the fastest-growing cities in the future: Chengdu ranked first and Chongqing ranked second. The southwest region is a new continent in China. The state has strengthened the development of the western region and invested 700 billion yuan to develop the western region. Red Point New City focuses on the southwestern market, optimistic about the potential market in this region, and early development to seize market opportunities as early as possible. Today, Red Point New Town has got a good position in Chengdu and Chongqing stores.

Strengthen the support of opening stores and implement the concept of value-added services for opening stores. Red Dot New Town trains a group of experienced guides and train managers for dealers opening stores in different regions. As soon as the dealer opens the store, Red Dot New City directly drops the guides and store managers to the new store service, helps the dealers to train the guides and store managers daily, enhance the service level and competitiveness of the store, and aims to do everything possible to help the dealers develop. Market, increase sales.

To enhance brand competitiveness, it is necessary to refine products and focus on differentiation.

Brands in the furniture market are endless, such as springing up, one after another. Furniture brands can't be the same, single competition, no new products to adapt to market development. Furniture enterprise products have strong market competitiveness, and products are only constantly updated to meet market consumption needs.

In order to adhere to the product differentiation route, Mubaomeijia exerts its product's greatest resource advantage and continuously develops new products to meet market demand. Zou Xin put forward his own point of view when the product update is differentiated. “The Mubao Meijia team has developed a series of cost-effective Chinese-style solid wood furniture through many years of investigation. Only by insisting on product differentiation and updating can we Standing firm in the market and having strong brand competitiveness."

Do a good job in talent management and enhance corporate culture

It is a phased process for professional managers to integrate into the enterprise and bring benefits to the company. Liu Zongdao’s concept of employing people in Golden Phoenix: “The first stage is resource integration and familiarity; the second stage is application and play; The stage is innovation and development.” Enterprises have their own concept of employing people. After talents arrive at the post, they need to run in and understand, and then encourage talents to develop their own capabilities for innovation and development. The integration of talents into the corporate culture requires a long period of time to create benefits for the company. Professional managers quit frequently, not only a loss to the enterprise, but also an intangible harm to themselves, which is not conducive to personal growth.

Regional managers have frequent job hopping, and it is difficult to retain them to cause headaches for enterprises. It is also an industry problem. The reason is that the two sides, in addition to the manager himself, the company itself has a reason. How to retain professional managers to serve the enterprise, Zhong Yuqing put forward his own point of view: "First, enterprises must improve their corporate culture, provide a good working environment for talents, and retain talents with soft power. Second, enterprises must have a long-term Performance mechanism, or welfare competition, can let people who work or serve in the enterprise realize that what they will get in this enterprise service will grow to that stage. In short: there is no phoenix tree, and there is a phoenix. Planting a phoenix tree, retaining talents, is not purely dependent on money and welfare, but also depends on training, corporate environment, and the personality of the boss, the way of being a person, all kinds of, see this talent is sensitive to that piece, then One piece can attract him to stay."

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