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Potential business opportunities attract companies
On July 8th, the 14th Guangzhou Construction Expo, which was held for four days, kicked off in the expectation of everyone, furniture, cabinets, floor materials, sanitary ware, hardware, etc. Many regular visitors of the exhibition looked familiarly at it. All of this, walked quickly through the beautifully decorated exhibition area. However, as they stepped into the overall wardrobe area, their footsteps began to slow down. “There are a lot more new businesses, and the scale has been greatly improved compared with previous years!â€
The eyes of regular customers are keen. In this session of the Expo, in the exhibition area of ​​320,000 square meters, the area of ​​the wardrobe exhibition area has expanded to 45,000 square meters. In addition to the old brands such as Hao Laike and Sophia, many new faces have emerged. There are more exhibitors, and the area of ​​the exhibition area naturally needs to increase. "Our is the second time to participate in the construction fair. The first exhibition booth area is more than 100 square meters. The booth area is nearly 300 square meters." Xie Xuyi, general manager of Ai Yige wardrobe said.
At the exhibition, there are many companies with a lot of booth space such as Ai Yige wardrobe. The reason for summing up is that the company's scale and strength are constantly increasing, and the days are better. In the words of Xie Xuyi, "As long as there are good days, even if we have 600 square meters of booth, we dare to take it." His idea is similar to Tang Bin, chairman of the Marg wardrobe. According to him, the previous year's growth rate of 50% is normal. This year, due to the impact of the property market, the growth rate is not as good as in previous years. 30% or 40% is still happy compared to other industries. “This industry is getting more and more lively.â€
The industry is getting more and more lively, and it has nothing to do with the development prospects of the industry itself and the huge potential business opportunities. According to statistics, due to the late development of the industry, the overall wardrobe ownership rate in urban households in China is less than 19%, which means that 81% of households need to purchase wardrobes. Such a tempting piece of cake is enough to attract any business to join in.
New and old enterprises have different "occupied" odds and furniture, flooring, cabinets and other fields have been in a different stage of competition. For a long time, the wardrobe industry is still in a state of harmony because everyone has a small number of production enterprises. . However, this situation has changed in the past one or two years. The main reason is that the industry is constantly influx of new enterprises, and the predators are increasing. The old brands have to waver to defend their market position. Surprisingly attracting consumers, the game atmosphere of the whole industry is getting stronger and the original tranquility is completely broken.
Intelligence is a powerful weapon for both sides of the game. "Compared with domestic and foreign counterparts, the upside is still on the product. In the future, we will develop in the direction of technology and intelligence." Liu Zeqin, general manager of the marketing department of Ou Pai Wardrobe. Chen Zhiyuan, general manager of Aiya Wardrobe Marketing, said that smart wardrobes will be launched in March next year. Maybe you can use the iPhone to control the doors of your home and pick the clothes you want.
Original design is another secret weapon. “The original innovative products have greatly promoted the sales of terminals. We emphasize that we don’t copy any brands. We will launch new products every two quarters every year. Now we have invited Italian designers to be consultants and give us fashion-oriented design solutions.†According to Jin Liwei, President of Global Operations of Lauka Wardrobe, Lauka proposed the concept of “six-force drive†this year. “Six Forces†means productivity, product strength, image power, training, service and marketing power. "To build a brand all-round, to provide consumers with cost-effective products.
Doing a good job is an important experience that has been tried and tested. "Customized wardrobes have a common topic of mistakes, and service is a good way to make up. Now the most painful thing for consumers is that the company has faults and leaks while the service is not timely." Tang Bin pointed out that Marg first had to put his own The product is well done, and the service is made faster on this basis, so the consumer is already very satisfied.
What kind of competitive means has the effect of the wardrobe industry entering the era of brand fight? Which brand of wardrobe products is the most favored? The answer currently left to the wardrobe business is probably only the word "waiting", but only waits for the market to test. However, the new and old brands have shown the trend of fighting, and have been understood by many insiders, thinking that this is the inevitable way of the industry development.
“People in the IT industry know a kind of 'Moore's Law', that is, every 18 months, the product will undergo a big upgrade, and the price of the original product will drop by half. This shows that the IT industry is innovating fast. The degree of competition is fierce.†At the “Second China Wardrobe Culture Development Forum†held during the Guangzhou Construction Expo, Zhang Chuanxi, executive director and secretary general of the National Federation of Industry and Commerce Furniture and Decoration Industry, pointed out that the wardrobe industry is also the same, every three In this year, there will be a big increase in the industry, and the intensity of competition in this industry can be imagined. "In such an environment, everyone has to work hard to succeed, and every entrepreneur can feel the pressure."
Xin Fumin, chairman of the cabinet of Shi Nieman, said that as the parties flocked into the overall wardrobe industry, the wardrobe industry was fought and the quality of the industry changed. Many former impetuous enterprises gradually settled down to the overall wardrobe. The depth of the connotation and other depth mining, this is a phenomenon. Wang Wei, the general manager of the Sofitel wardrobe at the fourth exhibition, believes that a large number of companies have entered the wardrobe industry across the border, proving that the industry has great potential for development.
Wang Wei analyzed that at present, the wardrobe enterprises are all the magical powers of the Eight Immortals, and most of them are still focusing on expanding production capacity. Since everyone is working on the production capacity, it proves that the supply of the wardrobe industry has not fully met the market needs.
(Editor: JN101)
Brand fight to kill "occupation" has a strange move wardrobe business shuffle
The whole wardrobe, as a sub-sector of the furniture field, is quietly rising. With more and more companies joining the camp, the silence is broken, showing a fierce brand fight. According to the investigation by the reporter, the wardrobe enterprises such as Sophia, Aigue, Europa, Aiya will start from the aspects of intelligence, original design and service, and the competition will not occupy the top spot before the white-hot stage.