When the firecrackers of the New Year in 2012 echoed in the ear, the aftermath of the financial crisis was like a virus, and all industries were inevitably forced into this large "flu". It includes the furniture industry we are in. Economic school and furniture industry experts like to use a bunch of data to prove how bad the furniture industry in 2012 is; however, the real most powerful voice is the dealers who face the bleak market. During the 2012 Furniture Fair, Sohu Furniture Channel launched the “2012 Furniture Brand Dealer Confidence Index Survey†event, placing four voting charts on the site of Guangdong Modern International Exhibition Center, listing 20 pieces of furniture selected by consumers. Exhibitors at the exhibition will be voted on-site by the dealers; and the questionnaire will be issued at the same time to fully understand the furniture industry in the dealer's mind. Mousse bedding is the most confident brand when the dealer is elected. Although the popularity of Dongguan Furniture Fair has been affected by the cold winter market, it has dropped a lot; but when the staff of Sohu Furniture Channel placed four voting boards in the exhibition hall Immediately attracted many dealers' onlookers: they stopped their busy schedules, whispered their own answers with their companions, and stepped forward to vote for the most powerful brands in their hearts. . After the first day of the top ten Dongguan Furniture Fair in the 2012 furniture brand dealers list, the four voting boards were filled, and even many dealers who came to vote in the “Ming Ming†had to be disappointed. After the statistics of the staff, a total of 1,535 valid votes, of which, mousse bedding received a total of 190 votes, deserved to become the dealer's most confident brand; in the eyes of many dealers, mousse bedding "brand", "Word of mouth "Good", "The company is willing to save money in product development and promotion", "being deeply loved by consumers", as long as you join this brand, even in the current market off-season, you can get good sales. The "No. 2" was obtained by the sofa of the functional sofa industry - Zhihua Shi sofa, and received a total of 146 valid votes; "good product quality", "strong strength" almost become the dealer's favorite to describe the Chihuashi sofa adjective. And followed by 138 votes, it is called "the overall strength is good", "continuously push new products" Gujia home. The black horse that voted the most is the Shenzhen Renhao Furniture, which is recognized by the dealers as “the market is very big in the future†and “the wood products are very fineâ€. It is “good brand†and “more product lineâ€. Xingli Furniture also won 118 votes and tied for fourth place. The left and right sofas ranked fifth with 114 votes. More than 68% of dealers believe that “sales rent increase†is not a sales decline. Therefore, while the dealers voted “2012 furniture brand distributors have the most confidence in furniture brandsâ€, Sohu Furniture reporters and related staff also encountered cold currents in this year’s market. The reason for this was a brief interview with each dealer who participated in the voting. In the interview, more than 68% of dealers believe that although the expansion of the store and the increase in rent have affected the sales and profits of the products to a certain extent, it is not the main cause of the industry's cold. Since last year, the store seems to have become the target of “big shelling†of furniture giants: the expansion speed is too fast, and the rent is rising... “The market has kidnapped the dealers, which is one of the main reasons for the market’s cold and sales decline. "The views are almost the consensus of the entire industry; however, in the eyes of dealers, the answer is completely different. Mr. Bai, a dealer from Beijing, believes that industry experts always like to accuse the store of rent increases, but in fact, under such a severe situation this year, most stores will choose not to increase rents: the stores such as Red Star Macalline, which they joined, have not risen. Renting, will also often communicate with dealers, actively planning, hosting a variety of promotional and blasting activities to help dealers attract customers and promote sales. "The store may aggravate the winter of the industry to a certain extent, but it is definitely not the main reason." Mr. Bai told reporters very surely. Another dealer, Miss Chen, said that although a store in Chongqing, where his store is located, rents up 10%, this is not the main reason for the decline in sales. "In fact, since last year, our sales have been in a state of decline. There are many reasons, but I think the most important thing is that the whole environment of the furniture industry is not good: the threshold of the furniture industry is too low, which leads to furniture companies and dealers. Too much; in the case of constant market capacity, the competition is too fierce and too hot. So we can't completely blame the mistakes on the store to increase rent." Furniture company product line confusion is accused by most dealers and is thinking The problem of the store is not the main cause of the market's cold winter. At the same time, 79% of the dealers believe that most of the furniture companies have unclear brand positioning and the product line is too chaotic; this problem has also caused the market's truly distinctive products. Less, the market competition is too intense. Once the environment is in crisis, this problem has become one of the main reasons for the market's cold. Ms. Lu, a distributor from Liaoning, believes that she prefers to be a professional manufacturer of products compared to furniture companies that have more and more product lines. Because in her opinion, like a person, every company will have its own "famous work" or products that are good at manufacturing, and only by insisting on one type of product can it be truly different. Differentiation, even in the face of bad market conditions, can break through in a highly competitive market. Another Beijing dealer who did not want to be named said that he had chosen to join a well-known domestic furniture brand and achieved good results in the first few years. However, as the company grew bigger, the booth was also paved. The bigger the product is red this year, the more the product line is differentiated. For this reason, he chose to withdraw from the brand a year ago; this year, the company’s sales have actually fallen sharply. “This is a problem that many furniture companies in China have. The expansion to a certain scale is certain, but it must be done according to the products that they are good at, rather than blindly following the trend; the real good brands are insisting on doing what they are best at. Things, and continuous improvement, can be successful."
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