The current Chinese furniture industry is in a state of chaos in the eyes of fish. According to statistics, the capacity of China's furniture market will reach 1 trillion yuan in 2011, and there are more than 50,000 domestic furniture companies. Such a large consumption potential and huge consumer groups How can it not be eye-catching? With the improvement of people's living standards and the improvement of aesthetic ability, the demand for furniture and the replacement of furniture are accelerating. Furniture seems to have become a must-have consumer goods from large and durable consumer goods. From the perspective of market reality, consumers have a large purchase demand for all kinds of furniture due to different aesthetic views, consumption power and demand, and furniture products are between cold attention and thermal attention. Product, cold attention means that people generally rarely deliberately understand the furniture market. They only look up on the Internet or directly go to the furniture store when they need it. They will place orders in a short time, so consumers are on furniture products. It is relatively unfamiliar, but it is only based on superficial knowledge, and there is no deep understanding of furniture. After the "Da Vinci" era furniture industry will re-shuffle the hot concern that furniture is an essential daily necessities for every consumer's family, dealing with furniture almost every day, it seems very familiar and very familiar. The result of the two-degree crossover is that consumers are only perceptually aware of furniture products and do not understand as they imagine. Therefore, it also leads to the blindness and randomness of consumers' choice of furniture, which leads to a certain living space for furniture enterprises and furniture brands with different quality and different quality, and can get a cup from the 1 trillion big cake. soup. In addition, the furniture industry itself has the characteristics of facilitating its own development. The furniture industry has relatively few new technologies and new processes. It is generally difficult to have too many innovations in production, raw materials, and technology. The threshold for entry can be said to be very low. You can open hundreds of thousands of millions in your hand. Small furniture factory. As for the plagiarism and imitation of design, it has become the hidden rules and well-known secrets of the furniture industry. How many independent enterprises in the country have their own independent designers? Most of them are retrieving prototypes in various exhibitions, stores and networks. This has also caused serious homogenization in the furniture industry, which makes it difficult for consumers to distinguish between true and false. Looking back at the various brands on the market, almost 60% of the brands have taken a foreign name that looks like an international big name, not only in the furniture industry, but also in clothing, building materials, cosmetics and other industries. Before the liberation, China was full of real foreign devils who bully and oppressed the people. After liberation, they were all kinds of "fake foreign devils" deceiving consumers. It is really the sorrow of the Chinese people to think about it carefully, and the real devils are bullying. The furniture produced by small factories in Dongguan, Shenzhen, Shunde, Conghua, Chengdu, Xianghe and other places has been multiplied by the name of foreign names, foreign cultures, and foreign theories, and then the names of famous celebrities and famous places in a certain country have doubled. Telling people that they are from distant Europe and the United States (or raw materials, technology, and crafts from Europe and America). The gorgeous decoration of the terminal store has also become the mysterious coat of these "fake foreign devils", packaging themselves to be considered as authentic foreign devils. Speaking of so many fake foreign devils, it is really cultivated by Chinese consumers. Under certain mechanisms, most consumers think that foreign moons are more round than China, and foreign monks will chanting. Since foreign things are so good, it is definitely The foreign devils look at it differently. It is well known that this kind of psychology is precisely caught by the merchants of these "fake foreign devils". It is true that they should dig their own pits. Xiaobian has been looking forward to the arrival of the furniture industry integration era, and has always hoped that the furniture industry can develop in a more standardized direction. If it is as highly integrated as the infant milk powder and electrical industry, the interests of consumers will be greatly protected. The Da Vinci incident may be an opportunity. Based on past experience, Xiao Bian believes that there are usually three opportunities for rapid integration of the industry: First, the introduction of industry standards. When an industry develops to a certain stage, the government or industry associations will formulate a series of industry standards and regulations, and vigorously implement them. Large enterprises and enterprises with rapid transformation capabilities will transform or take a smoother track. Enterprises that meet the norms or cannot quickly transform will be broken and disappear. For example, in the steel industry, in July 2010, the Ministry of Industry and Information Technology issued the “Regulations on the Production and Management of the Iron and Steel Industryâ€. In early August, it announced to the public the list of enterprises that eliminated backward production capacity. During the “Twelfth Five-Year Plan†period, the accumulated backward ironmaking capacity could be eliminated by 117 million tons. The steel capacity is 69 million tons. Undoubtedly, the government's standard norms objectively promoted the development of the steel industry and standardized the development of the entire steel industry. Second, the occurrence of industry crisis. There may be multiple reasons for the outbreak of the industry crisis, or the consumer’s complaints are highly valued by the state or industry, or the counterfeit and shoddy products cause major social events, prompting the entire industry to change automatically, or the industry becomes a competitor Cause internal turmoil. I remember that the outbreak of the Xiangyang Big Head Doll in 2004 caused great concern in the society. A large number of counterfeit and shoddy milk powders were investigated. Consumers’ choice of infant formula was suddenly rationalized. Shengyuan, Yashili, Nanshan, Beinmei, Qin A number of domestic brands of milk powder such as cockroaches, flying cranes and Sanlu quickly emerged, almost occupying 90% of the national second, third and fourth-line milk powder market, and many unknown small-sized milk powder enterprises have closed down. The outbreak of the melamine milk powder incident in 2008 has further shuffled the infant milk powder industry. Sanlu, with an annual output value of more than 10 billion yuan, collapsed. Large dairy companies such as Shengyuan, Mengniu and other large-scale dairy companies also suffered different blows. A serious industry trust crisis has almost ruined China's dairy industry. The same is true for the Ou Dian floor incident. In 2006, 3.14 CCTV unveiled the face of the Ou Dian floor fake foreign devil, which made the whole floor industry pay more attention, which invisibly promoted the benign development of the flooring industry. Although Electrolux's announced cost price strategy did not recover its own exit from the Chinese market, it triggered a big turmoil in China's air-conditioning market. Many SMEs were dismal, and since then, the profits of the entire air-conditioning industry have been reduced. I got the benefit of the fisherman. Third, the market competition has intensified. With the development of China's market economy, many small and medium-sized enterprises have sprung up all night, carrying various kinds of capital into various industries, and the competition among enterprises in the industry has reached incandescence. This fierce competition has been greatly shortened. With the development cycle of the industry, enterprises with clear ideas are developing rapidly, leading the way, and quickly forming a situation of several oligopoly competitions. A large number of slow-growing enterprises have gradually withdrawn from the stage of competition, and the industry has entered the stage of oligopoly competition, in terms of service and quality. Consumers have received more protection. As the most familiar home appliance industry, the large and small home appliance companies in the 1990s are numerous. With the development of technology and the intensification of competition, the whole industry has undergone several reshuffles in just over a decade, and now it has formed Haier, Midea, Changhong and Konka. In this situation, any enterprise has faced tremendous pressure and challenges. It has also shifted from the competition of quality and price to the competition of individualized services such as health, environmental protection and service. Achieved a benign development. In the field of home appliance circulation, the emergence of Suning, Gome, People's Electric Appliances, and large and medium-sized professional stores has intensified competition in the industry. They have not broken the territory and improved service quality, which has quickly led to the collapse of traditional department stores and home appliance stores. Since then, it has been sluggish. Now the furniture industry is facing a precursor to the industry crisis. The industry crisis usually occurs because of a problem with a certain brand. The reports from TV, newspapers and online media have attracted more people’s attention and spread to other brands to create a linkage effect, which has led consumers, government agencies or the media to The general phenomenon within the industry is deeply explored, thereby transforming the competitive landscape of the entire industry and making the development of this industry more standardized and benign. Now if the inspection department, the industrial and commercial department, or the media and consumers extend the entire line of sight to the furniture industry for speculation and excavation, I think there will be more Da Vinci surface, and consumers will become More rational, then these da Vinci, who have not yet emerged from the water, will soon be dying. Of course, the most ideal state is that consumers, media and government agencies have joined forces to combat the vicious competition and bad behavior in the furniture market, and actively promote the benign and healthy development of the furniture industry. In the end, will the furniture industry have a shuffle? Will the crisis of confidence in the furniture industry happen? Will the eggs in the furniture industry be safe? We will wait and see!
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