Hefei Home: Called by Professor Guo Shiping as the most dangerous in 2011, the various phenomena in the furniture industry can be summarized as: Da Vinci ruined luxury brands, the big environment ruined the " domestic blue ocean ", continued low tide to cut furniture profits chain. Looking forward to 2012, according to the policy and international trend of the Central Economic Conference on the continued strict control of real estate, the development of the domestic furniture industry can be summarized as: the rise of the county market, shutting down and changing frequency, the furniture industry returning to the essence.
Da Vinci ruined luxury goods
On July 10, 2011, CCTV's "Weekly Quality Report" broadcasted "Da Vinci's high-priced furniture "foreign brand" identity was accused of fraud. CCTV reporter said: After more than half a year of investigation, it was found that a considerable part of the price of Da Vinci's sales was not produced in Italy at all, and the raw materials used were not the valuable wood that Da Vinci claimed. After testing, some of the Da Vinci furniture purchased by consumers were even judged to be unqualified products, and many harmful substances exceeded the standard. The subsequent one-day tour of the bonded area in the bonded area made the Chinese people completely disappointed with the high-end furniture, and the value of high-end furniture and the trust of the furniture industry fell to freezing point. CCTV, which originally claimed to continue to expose more evidence of Da Vinci furniture fraud, did not follow up on the matter.
At the end of 2011, Da Vinci defended himself on the official website and claimed that he was framed by the shackles. However, the majority of netizens did not appreciate it. The online public opinion was one-sided. He believed that Da Vinci first confessed his nose and confessed his mistakes. There must be another hidden feeling. Dramatically, Da Vinci claimed that shortly after being detained, the recordings of Da Vinci’s head, Pan Zhuang Xiuhua, and the Jinghua Times Li Wen’s chat were recorded on the Internet. The recording incident pointed to Da Vinci’s reconciliation with the CCTV’s head and the CCTV. Suspected of bribing the media.
At this point, the Da Vinci incident completely out of the furniture industry, becoming a typical example of the luxury propaganda of the luxury Chinese people talking about after the meal. This not only makes high-end furniture and solid wood furniture the hardest hit by the industry's trust crisis, but also causes the public to have a crisis of trust in the luxury goods of all walks of life.
At the beginning of the Da Vinci incident, people in the industry generally underestimated their lethality. It is generally believed that this incident will be the same as other unqualified incidents of furniture, and will become tomorrow's yellow flowers with the emergence of other hot news. But with Da Vinci's various crisis public relations efforts to save sales, more and more companies are beginning to realize the seriousness of the incident.
The big environment ruined the "domestic blue ocean"
In 2011, it was the freezing period of industry development. The growth of domestic and foreign sales declined at the same time. The phenomenon of the closure of small and medium-sized furniture enterprises was sometimes reported in the newspapers. The closing of brand stores was not uncommon. The dealers dropped their positions and the proportion of losses increased sharply. In terms of export, Europe and the United States, as the main destinations for the export of China's furniture industry, the expansion of the European debt crisis, the impact of the US Wall Street incident, so that China's export growth for many years has declined significantly in 2011, and the export growth rate has dropped from double digits to Number of digits. According to the recent data released by the Zhejiang Family Association: Zhejiang furniture exports in 2011 totaled 7.6 billion US dollars, an increase of 8.3% over the previous year. From 2006 to 2010, Zhejiang furniture industry's external exports increased from 3.01 billion US dollars to 7.019 billion US dollars. In the past five years, the growth rate was 126.4%, with an average annual growth rate of 25%.
Domestically, the four major producing areas have experienced a decline in sales, rising costs, and increased tax burden. In the international financial crisis of 2008, although the sales volume of traditional export bases such as Guangdong and Zhejiang was affected to a certain extent, Sichuan furniture became a unique and strong rise, and became a model for domestic sales success, which made the national furniture people admire.
During the “Eleventh Five-Year Plan†period from 2006 to 2010, the average annual growth rate of the furniture industry in Sichuan Province exceeded 40%. However, in 2011, the furniture industry in Sichuan Province achieved a total industrial output value of 68.22 billion yuan, a year-on-year increase of 29.3%. The growth rate was much lower than that of previous years. The decline in growth rate made many furniture companies fail to achieve the development goals set at the beginning of the year.
In the 2008 export crisis, the uniqueness of Sichuan furniture made Guangdong and Zhejiang furniture people realize that they had been pursuing the dollar and the euro and forgotten the large-scale blue ocean of the domestic market. However, with the continuous regulation of real estate, with the tightening of domestic financial policies, as more and more export-oriented enterprises turn to domestic sales, with the expansion of the furniture industry park throughout the country, with the expansion of the number of stores several times the growth of consumer demand The domestic blue ocean has become a red sea.
Continuous low tide to break the furniture profit chain
In the market research conducted by the author from October to November 2011, a senior dealer in Zhejiang summed up his sales path: “Before 2000, in order to pick up the goods as soon as possible, consumers will be good when they place orders. Language, and even send a gift for me to put his single row in front. The products are in short supply, we ask the manufacturers to ship, and even go to the factory to grab the goods. Later, with the increase of furniture companies, supply and demand are more balanced, but the furniture dealers basically It’s all about making money. It’s just a question of making more money. But since 2006, with the increase in furniture stores and the increase in grades, the sales volume of single stores has become less and less, the operating costs have become higher and higher, and the price war has become more and more fierce. 2011 In the year, there is sales in activities, and there is no sales without activities. In the past, it was a store sales, and when customers came to the door, they could live very well. Now, various methods such as designer commissions, community marketing, group purchases, etc. are constantly being introduced. As we get more and more tired, our profits are getting lower and lower.†At the end of 2008, after the furniture sales fell slightly, it immediately rebounded in 2009, but since 2010, with the turnover of real estate transactions New lows, furniture sales are not the lowest, only lower. Before 2008, the sales price of furniture was several times the ex-factory price, and with the decline of sales volume, the increase of stores, the radiation radius of dealers' single stores was seriously reduced, and the cost of labor increased, the profits of dealers were severely squeezed. In 2011, only 30% of dealers in first-tier cities made money.
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