The financial crisis has hit and the furniture industry has been hit hard, especially for companies that are mainly targeting the export market. With the effective regulation of China's macroeconomic policies, China's overall economy has developed steadily and has become the country with the earliest economic recovery. In this context, in the second half of the year, several influential furniture exhibitions and furniture fairs in China ended successfully. The 60th anniversary of the founding of New China and the longest golden week of the Mid-Autumn Festival, the furniture market was once again “heated up†and set off. A new round of marketing wars. The re-heated furniture market has shown a good development trend, and new fashion trends have gradually taken shape, which not only guides the design of furniture products and the direction of market strategies, but also affects the purchasing behavior of consumers. Marketing concept Green consumption, the trough still welcomes the news Today, green environmental protection is no longer a brand with a new meaning, it has become the consensus and pursuit of consumers and major furniture manufacturers. In this context, furniture manufacturers have launched the slogan of environmentally friendly furniture, but whether the various environmental standards have actually reached the level of health requirements, perhaps have to ask a question mark. It is irresponsible, the green consumption wind has been blown from abroad to the country, it will become the guiding ideology of furniture consumption. The marketing ideas of manufacturers can always keep pace with the times, and green marketing has quietly risen. Green Habitat Furniture is the concept put forward by Huayuanxuan in 2005. In 2007, Huayuanxuan made a green human settlement standard forum on the Internet, and came up with the standard of green habitat, namely health, comfort and practicality. From the perspective of the participation of netizens, green consumption has become one of the most important factors for netizens to pay attention to. Consumers are in urgent need of green furniture products. In the second half of 2009, Huayuanxuan's green concept is more frequent. Through the work of dealer conferences, furniture fairs, media publicity, etc., Huayuanxuan hopes that the concept of green habitat can be used in the whole industry and the whole society. The spread of the level has made consumers throughout China pay more and more attention to the concept of green consumption. Environmental protection is a big concept including protecting the earth, recycling, and protecting the atmosphere. The most important thing for furniture is non-toxic. Therefore, Fuyun Furniture has always adhered to the concept of “non-toxic health, green and environmental protection†for ten years, and has been fully promoting the concept of green marketing. At the beginning, Chen Aimin, chairman of Fuyun Furniture, clearly announced that the I&D ideal space brand products of Fuyun “100% meet the German E1 standard, ensuring health and non-toxicityâ€. Unambiguous 100%, do not leave any room for "swinging". Then, Fu Yunjia privately promoted the concept of environmental protection, advocated green marketing, and was highly praised by dealers around the world and praised by consumers. At the moment when the domestic market turns, Fuyun Furniture is still welcoming the growing market news because of green marketing. It can be seen that green consumption has become the primary standard for people in terms of furniture consumption. It is not the latest trend, but an irresistible irreversible trend. Furniture type panel furniture, the world's most sold Hong Kong-owned brands such as Dixin, Fuyun, Wei'an and other Hong Kong-owned brands in the mid-1990s opened up the market with European-style modern panel furniture; the main scope of red apple furniture is modern panel furniture; From the comprehensive view of several furniture exhibitions this year, the new products are still led by panel furniture; Ma Minghui, executive director of Dynasty Furniture Group, said that panel furniture definitely has its market share, and as of today, the world’s most sold furniture is still Panel furniture... This series of facts all show that the panel furniture has been prosperous since the reform and opening up, and still can still play a leading role in the market today. With the reshuffle of the panel furniture enterprises, the new production pattern will appear in the panel furniture market, and the production process of the panel furniture will also have new changes and new development trends. It is reported that the production of panel furniture is a mass production. The overall trend of development should be that equipment is more and more advanced, the number of workers is getting less and less, and the quality of personnel is getting higher and higher. Industry insiders predict that there will be two major production situations in the domestic panel furniture industry in the next few years. One is the large-scale production of grouped enterprises, and the other is that SMEs are either attached to large enterprises in order to survive or unite to enhance their competitiveness. A joint production situation. The former and the latter will be more and more clear about the requirements of the product process, more and more perfect, to achieve a high degree of coordination and uniformity, all using bar code management. This will be the development direction of the future production of panel furniture. Style trend lighting furniture, into the latest growth point three or four years ago, bright products have risen in the European market, but failed to become the mainstream of consumption. Over time, bright products have been continuously improving and growing, and they are receiving more and more attention from consumers. Today, the family's many daily necessities and all kinds of essential fast-moving products have formed a design trend of bright exterior, and furniture products can not be single. Liang Shaoqi, chairman of Dickson Furniture, said in an interview recently that Dickson had begun to pay attention to bright furniture three years ago. Three years ago, 30% of the products were bright. By last year, 40% of the products were bright. This year, all of Dixin's furniture products are bright. It is conceivable that this year's bright furniture products have reached the peak of the market, and it is undoubtedly the mainstream in the mainstream. Not only Dickson Furniture, Zhou Lijie, director of the brand promotion of Fuyun Furniture, also believes that the current most popular series of furniture in Europe, so Fuyun furniture has also joined the ranks of the light. According to market feedback, Xingli Furniture Ou Rui Beetle Bright Series has won the unanimous recognition of consumers with its unique abstract geometric fashion pattern. Industry experts predict that Liangguang Furniture will set off waves for the quiet market and become the latest growth point in the furniture market. Industry direction industry adjustment, furniture service Rural area Not long ago, China National Light Industry Association and China Household Electrical Appliances Association, China Furniture Association, China Hardware Products Association jointly held a press conference to expand domestic demand for new rural construction, and launched "furniture service rural" activity. It is understood that the event is jointly initiated by the China Furniture Association and China's four major furniture trade capitals - Guangdong Lecong, Hebei Xianghe, Jiangsu Yukou, and Chengdu Wuhou. According to industry analysts, the rural furniture industry has a positive role in expanding domestic demand, adapting to the new trend of urban and rural planning, upgrading farmers' consumption, and promoting the expansion of the second and third-tier markets for furniture companies. Under the influence of the financial crisis, the demand for products in the urban and rural furniture market has undergone significant changes. The consumption of urban furniture has shrunk significantly, while the huge demand in the rural market has become increasingly apparent. According to statistics, there are more than 400 prefecture-level cities in China, more than 2,100 county-level cities, and more than 50,000 townships, and the number of rural households accounts for 67.6% of the total households in the country. It is predicted that the total rural consumer market will reach 3 trillion yuan per year. As this enticing data has gradually become a new consumer support point, major furniture brands have also turned their attention from the city to the countryside. Although the market environment was once affected by the severe external situation, after the longest golden week in the history of the booming, the market was once again “warmâ€. Federal furniture is a strong attack on this round of building materials. According to Zhou Shanlin, the executive vice president of federal furniture, federal furniture has not stopped expanding when the market is in a downturn. At present, more than 1,000 stores have covered all types of cities and Partially covering three types of cities, the market will gradually penetrate all markets in the future. He believes that the future rural market will be the main battlefield for furniture consumption. On the eve of the upcoming changes in the market direction, one step will definitely win the market. Chen Baoguang, vice chairman of the China Furniture Association, also believes that the furniture industry actively promotes the "furniture service to the countryside" activities, which will enable more farmers to use the cost-effective and service-friendly home products to enjoy the fruits of economic and social development as soon as possible. It can be seen that furniture products going to the countryside can quickly and directly increase the consumption level of farmers' friends, expand consumption extension, further stimulate consumption in the rural market, and actively promote industrial restructuring. With the determination of the direction of furniture products entering the rural furniture market, major brand enterprises must not only change their sales ideas, but also adjust the product structure. With the addition of the main force of farmers' consumption, the future furniture products need to be constantly innovated in terms of structure, shape and appearance color. For the convenience of transportation, the product should be considered to be freely spliced ​​and moved. Traditionally rectangular, round and other medium-sized furniture should be replaced by irregular lines, etc., and the future market will test them one by one. Only with low energy consumption and high production technology capability can we further reduce production costs; only with a sound product structure can we occupy the first, second and third line markets at the same time; only by emphasizing green consumption can we win the recognition of both urban and rural residents. These conditions have promoted the upgrading and transformation of the furniture industry to a certain extent. However, at present, the current situation of China's furniture industry is not standardized, there is no leading brand, and there is no unified and strong competitive environment, which restricts the development of the furniture industry. And change. Therefore, in the face of new development opportunities, furniture companies also need to quietly strengthen corporate strength, improve traditional production techniques, improve productivity levels, and fully prepare for the next industrial transformation.
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