This year, from the high-profile collective appearance of northern furniture companies to the Guangdong Furniture Fair, to the southern furniture brand embracing northwards and entering Beijing, it is hard not to let people sniff out some positive PK meanings of north and south furniture. However, in the face of head-to-head confrontation between North and South furniture, industry insiders said that this is a good thing for both industry development and consumers. The local protectionism sentiment in furniture is weak, and consumers ’vision and choices can be More broadly, at the same time, the confrontation between North and South furniture will eventually make the " Chinese furniture " brand make great progress.
Southern Furniture Group went north to open a partner to open a store Â
In fact, furniture of southern brands such as Red Apple and Yaobang are not uncommon in Beijing, but they are all "individually managed " scattered in various stores, not concentrated, and it is easy for people to ignore their brand origin. In addition, the stores selling Guangdong furniture, represented by " Juku " , have always taken a low-key route. Therefore, consumers often see in the Beijing market that northern furniture represented by Beijing furniture brands occupy the most prominent The location and the largest exhibition hall " divide " the Beijing market to the greatest extent.
In this regard, Guangdong Furniture Association consultant orderly representation, north of furniture companies are more willing to invest, and because of geopolitical relations, management more direct and convenient, so a single brand south of Beijing "go it alone" is very difficult to amount to anything, so it There will be the emergence of stores that resell Guangdong furniture such as the Longfeng House. It gathers dozens of more powerful southern companies with brand management experience to focus on promoting Guangdong furniture, so that more people can know To the southern furniture, comparing the differences between the north and the south can only make the companies of all parties aware of the advantages and disadvantages.
At the same time, the current market is no longer the same as before, regardless of the brand's gains and losses. Enterprises are increasingly surpassing price competition to product competition. Therefore, at this stage, high-profile North-South competition is for all companies. It is a good thing to realize the qualitative development of the brand by recognizing your own shortcomings.
In addition, Zhu Changling, deputy chairman of the China Furniture Association, also said that the transfer of furniture industry is inevitable. In the past, foreign industries were transferred to the country, and now the south began to transfer to the north. The owner of the Southern Furniture Factory came to the North to open a factory or to sell in the North. The second kind is that the products of the North have been able to replace the products of the South. But this is all theoretical, the so-called substitution is not only for the market adaptability of the product, so from this point of view, the future development of furniture is not divided between north and south, as long as your product is competitive in the market , Can be sold anywhere. North-South furniture also needs benign competition, regardless of north-south, because this competition can promote resource integration and lead to advantageous cooperation, and the ultimate benefit will be the " Chinese furniture " brand.
Nanpai furniture exports blocked and turned to poor domestic brand awareness Â
Zhu Changling said that the so-called southern faction is furniture headed by Guangdong, while the northern faction is mainly furniture in the Bohai Rim region. Guangdong is China's main furniture production base. Due to the transfer of the furniture industry in Hong Kong, Macao, Taiwan and overseas, Guangdong furniture has developed earlier than the mainland furniture, and the industry chain is more mature. Especially for furniture accessories , furniture production has a cost advantage. At the same time, because Guangdong has been exporting for a long time, it has promoted the improvement of product quality and design ideas. There has been a period of time when people think that the quality, shape and style of Guangdong furniture have improved faster than the mainland.
However, due to the influence of export and other factors, Nanpai furniture companies also encountered some problems in their development. Some industry insiders pointed out that the operating point of some southern furniture companies is to benefit first, to do processing and OEM, Whichever export product makes money makes it directly, which directly leads to a weak brand awareness, and in the domestic market, furniture consumption is still the brand first. In addition, Jiang Dehui, executive chairman and secretary-general of the Guangdong Furniture Chamber of Commerce, also pointed out that Nanpai furniture companies must learn from the North about a diversified marketing model. Domestic sales are different from foreign sales. It is not simply the process of putting products into containers when they are caught Channels, sales methods, and terminal displays are all important. Â Â
Northern furniture brand sound product fineness needs to be improved Â
Zhu Changling said that it is the purpose of northern furniture companies to stick to brand building , especially since the financial crisis in 2008 , more companies have realized the need to adjust business strategies, carry out brand marketing, and increase product innovation. From the perspective of the consumer market, we can also see the importance of the brand. More furniture consumers have become fans of the brand. Moreover, as more Southern furniture enters Beijing, the selectivity of furniture increases. It has become a key factor in determining consumption. In addition, Zhu Changling said that in recent years, northern furniture companies have also expanded their product operations throughout the country with the expansion of national stores such as Home of Home and Red Star Macalline. Mastering advantageous channels has further deepened their brand management ideas and A century-old store has laid the foundation for its advancement.
However, southern furniture also has something to learn from the north. Jiang Dehui said that due to the mature development of the industrial chain, Guangdong furniture companies have turned to more elaborate furniture research in recent years. They have been studying more about how to make furniture products more sophisticated, how to improve the variability of furniture products, etc. They will also conduct targeted product production research for different markets and needs, such as designing different furniture for different apartment types, developing different sets of furniture for different use functions, and so on. Therefore, studying furniture design and production from a detailed market perspective is an important point for Northern furniture to learn.
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Both North and South furniture need a full range of furniture innovations
- Zhu Changling, vice chairman of China Furniture Association Â
Furniture innovation is not only about exterior design, but also from materials . For example, Federal Furniture, which uses Burmese oil wood, has different color and performance from Thailand oil wood, which leads to changes in product design. Therefore, furniture innovation should be comprehensive. In my opinion, first of all, we must pursue personalization like clothing; secondly, product research needs to develop from large to small, from designing a large piece to reducing to each piece of innovation; again, requiring intelligence, adding new materials and new functions . In addition, looking for furniture design inspiration from architectural design, such as the use of natural light in large buildings, when applied to decoration, you can make the bathroom transparent glass , and the furniture can actually turn TV cabinets and bookcases into transparent Of course, it is not meant to be transparent, but it can make them jump out of the traditional single plane. The curve is more than a straight line. Although the curve is difficult to make, it is very comfortable.
Southern furniture brand still awaits test from northern consumers
- Beijing Market Association Branch Secretary-General Liu Chen home Â
Southern brand is in the forefront of the furniture industry, and its design, international integration, industrial chain, and cost-effectiveness make it highly competitive in the entire furniture circle. But is Southern furniture really suitable for northern consumers? Since the development of the furniture industry, the expression " Southern School and Northern School " has little meaning. No matter where the brand is, there are also advantages and disadvantages. Long-term Export of Southern furniture can easily catch up with international trends, but also to effectively control costs, and far away from domestic consumers, "distance", but lack the appearance of the introduction of more targeted design, as well as the lack of services to meet the marketing model The system's inability to keep up is also the biggest drawback after they transfer to domestic sales. Consumers are the smartest and most practical. Even if the Southern brand has recently switched from a low-key strategy to high-profile marketing, consumers still need some time to investigate whether the quality is superior and the service is in place. Although there are many advantages and characteristics, it will take some time for northerners to form " inertial consumption " and " word-of-mouth consumption " for southern furniture. Â
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Southern furniture brand store helps to check quality and service
- Dragon House chairman Wang Feng Â
Dynasty Furniture , Red Apple, Zuoyou , Zhihuashi, Models, etc. are all southern brands that are not unfamiliar to northern consumers and have a reputation for product design and quality. Nowadays, the export market is frustrated, and more southern brands have moved to the domestic market, which has created more benign competition in the furniture market. This is not a bad thing for the northern furniture industry. Consumers also get more benefits. This mutual promotion and integration is wonderful. More than 40 southern brands have settled in the Dragon and Phoenix House, and about 70% of them have never been heard by consumers. Various doubts are reasonable. What is the quality? Is it environmentally friendly? After sale is not in place? These can allow consumers to experience themselves. However, as a store for all southern furniture brands, Longfeng Home will use its own power to help consumers check the quality and service. For example, the store provides 8,000 square meters of storage space for the brand, allowing consumers to save the return and exchange cycle; placing a deposit of 1 million yuan in the consumer association to make consumers buy more at ease; providing 3D home design services and small apartments, The two-bedroom, children's room and other targeted furniture packages allow consumers to buy more comfortably.
Increasing design content to guide northern consumers to advance
- Vice president of Guangdong Chamber of Commerce director of Guangdong Wen Jin Fuxuan end furniture Army Â
The difference in location and background makes the furniture in the south and the north form separately, with the design in the south and the quality in the north. The competition of whether various boards are environmentally friendly has always been the favorite play of Northern Furniture. This competition also proves that Northern brands attach importance to furniture environmental protection. The Southern brand likes to live the popular elements, and reflects their unique design content by incorporating them into product design in a controlled and targeted manner. For example, most Korean furniture is soft, elegant, and delicate. It is often too feminine and only suitable for single women. Men living in it will always feel a little uncomfortable. On the basis of retaining the popular elements of Korean home furnishing style, Jin Fuxuan added some masculinity to the corners and details to make it coexist with rigidity and softness, and the scope of application is wider.
Feeling deeply invested North furniture is more attentive in product production
- Italian style furniture Zheng Tao, deputy general manager Â
No one can erase the advantages and characteristics of Southern Furniture, but it cannot be denied that years of export sales have made it pay more attention to output, while ignoring the investment in brand and product sentiment. Most northern furniture companies start with small factories, and then they develop into the current brand by themselves. Employees, products and services are in a state of continuous investment. The products they produce are sold to people in their own countries. These people may also have continuous purchasing power. Various factors have forced northern brands to invest deeper feelings in the products. In development and production, this has promoted the improvement and progress of the brand. Of course, this is also the reason why the northern brands pay more attention to " practical " and ignore the " external beauty " of furniture. However, looking at the quality of furniture is the same as looking at the beauty and ugliness of a woman. Although some women are well-dressed, they can't stand a closer look; some women can't amaze the audience, but can withstand scrutiny. Furniture that exudes " fashionable style " is not necessarily easy to use, and the " sighted " type that has been overlooked may become a " close friend " with you. Therefore, in recent years, Yifeng has been studying the size of furniture suitable for Chinese people and how to make furniture more integrated into the living environment. Â
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