Where does the furniture industry go after “breaking the reserve price”?

On the 16th, the 29th Dongguan Famous Furniture Exhibition kicked off and various promotional activities were staged. On the afternoon of the same day, Red Star Macalline also held a press conference on “Two Days of '2 Days to Create China's Lowest Price” for the promotion of the top 100 brands, and announced that they would simultaneously carry out unprecedented alliances in more than 80 cities across the country on March 23 and 24. Reduce the price.

"We hope to directly penetrate the industry's reserve price, and to better guide the Chinese people from low-end homes to quality homes with better quality home products," said Che Jianxin, chairman of Red Star Macalline. According to reports, the promotion products are based on the lowest transaction price in the past 6 months and the next 3 months, and some products are discounted as low as 20%. After consumers buy the products, they can use the shopping receipts in Hongxingmei. The Kailong Mall Service Desk directly receives cash back.

In the first 10 years of China's furniture industry, the growth rate exceeded 30%. In recent years, under the adverse economic environment, the competition in the low-end market was fierce, and the price war began. With the end of the era of profiteering, The "civilian era" of furniture seems to be coming overnight.

However, the reshuffle trend of this survival of the fittest is also obvious. In addition to product innovation, design, business model innovation, corporate management and other aspects of work, so that "ordinary people can also use the furniture", has become the pursuit of manufacturers.

The cover of the latest issue of Furniture T IM E magazine, "Creating a Common Life for the Civilian", points out that it is a revolution for the civilian population. The core is the cost at first glance. However, only by cost control, we must not create a new business model that can continue to be successful for a long time. We must truly grasp the demands of civilians and their lives, and obtain commercial success from them. What companies and entrepreneurs need to do most is to really participate in it, without having to do what they want to do, but to create a better lifestyle in good faith.

On the 16th exhibition site, Yuting Furniture launched a five-piece bedroom, including a 1.8-meter bed, two bedside tables, a four-door wardrobe, and a dressing table. The minimum sale price is only 1980 yuan. Liu Guoyao, the national marketing director, said that the purpose of the promotion is to combat the same type of products and enhance competitiveness. However, unlike the simple price reduction in the past, the products launched this year are more abundant in style, and the desire to purchase is enhanced in terms of style. The company strengthens its efforts in cost control and innovative products, and pays more attention to the introduction of more cost-effective products.

In the 2013 strategy released by Red Star, “Unity Factory Joint Marketing is jointly promoted to benefit consumers”, and its new store development plan will also “turn from winning by quantity to winning by quality”.

Zhao Jiayu, president of the City Window, believes that "this year will not be too hot, but furniture companies will not die. Since the industry still has hope, companies should grasp their own, find their own position in the competition, and open their own one. road."