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â– Domestic and foreign environmental changes, export furniture manufacturers to fight in China According to a CCTV survey, in the Pearl River Delta region, the loss-making rate of enterprises with furniture exports as the main business is more than 70%, 20% of enterprises are at breakeven point, only Less than 10% of companies are profitable. To survive and develop, we must have new breakthroughs, so a large number of export-oriented enterprises began to look to the domestic market that was previously invisible.
At various types of furniture exhibitions, companies that previously only received foreign guests also began to introduce their own brands to domestic consumers. In July this year, Ms. Zhang Bingbing, Secretary General of the China National Association of the Guangzhou Furniture Fair, said in an interview: “From the companies exhibiting this year, it can be seen that the enterprises that are mainly export-oriented are undergoing changes. The main customer groups on the list are foreign guests, but this year, there are fewer companies that simply accept foreign guests. More companies are beginning to enter the domestic market. This is not only caused by changes in the external environment, but also by the development of the domestic market. Factors that may bring more opportunities."
â– Aesthetic differences require transformational enterprises to adjust their ideas to occupy the market. Liu Hongwei, regional manager of Xi'an, said: "A few years ago, compared with the Chinese furniture market, although there was competition among them, most of the competition did not have substantial content. In the past few years, with the changes in the domestic market, a large number of furniture export enterprises have turned to the domestic market, which has led to the undercurrent of the calm domestic market. In addition, the development of the real estate market in recent years has also been given to furniture companies. At the same time, domestic commercial housing sales have been nearly 20 years, according to consumer spending habits, ten years is a furniture renewal period, then in the next few years, the domestic market demand for furniture will Will continue to rise."
If there is demand, there will be a market. Although this is the last word of the sales industry, for furniture companies, how to establish a foothold in the market is a real problem that many companies must consider. For the furniture enterprises that have been engaged in domestic sales for a long time, the long-term stable market economy has made most of these enterprises lack competition awareness. However, with the intensification of competition, the cultivation of sales channels and the improvement of terminal services can finally attract consumption. Consumption, this is also the internal strength that companies must do.
For long-term export companies, long-term OEMs make them lack judgment and awareness of the domestic market. Feng Guanghui, an industry insider who has been engaged in furniture export for a long time, said, "It is not easy for export-oriented enterprises to make a smooth transition. First, the adjustment of product structure and style is very important. The main areas of export in Europe, America, Southeast Asia, consumption habits and aesthetics There are big differences in the country, and only by adjusting the products can we occupy the market."
â– From the price to the service war, the consumers benefit from the domestic market or the international market. As consumers, the price is affordable, the style is novel, and the service is in place. The pressure of competition makes more sellers pay attention to attract consumers. Of course, the price is the number one “killerâ€. In the store, brands often launch special products. The four-piece bedroom and the three-piece study are more and more packaged and sold, which not only saves the trouble of consumers, but also The price reflects a certain advantage. At the same time, in order to attract consumers, many companies that are not dominant in price have begun to develop new projects from other aspects to attract consumers.
In the past, many furniture brands often affixed labels such as “Do not buy, do not try,†“Do not buy, don’t sit,†but now these notes are being “sit down if you are tired.†Instead of warm words, experiential consumption is attracting consumers with unique charm. In addition, lifetime free maintenance, free cleaning, free replacement of seat covers and other services are also attracting consumers. The heads of brands such as Nanyang Dick, Live Teak, Dr. Jin Jin, Gujia Craft, and Hongmu Yajuge also said that only when the products are ready and the services are in place, it is possible to gain a foothold in the market. In addition to the price, the service war has become one of the most important marketing tools for all businesses.
In recent years, affected by the international market, the furniture export industry has suffered a lot. With the changes in the international market, China's export tax rebate rate for furniture has also been ups and downs. Although since June 1 this year, China has once again increased the export tax rebate rate of furniture to 15%, and the environment of the international market has also changed. However, the influence of several years of turmoil on furniture companies is still there. Many enterprises have begun to turn to the domestic market. The domestic market brands have surged and the competitive pressure has increased significantly. For companies, opportunities and challenges coexist, and for consumers, this is undoubtedly a positive phenomenon.