The last furniture fair in 2013 came to a close in Shanghai before the National Day. Representatives of the Beijing-based furniture brand alliances including Rong Lin, Fei Tong, Qu Mei, Hua Ri, Nordic Entertainer, Noah and Royal Hyundai The brand bosses gathered in the capital city to explore the future development of furniture brands with the theme of “seeing the future in Shanghaiâ€. The design is difficult, the innovation is difficult, and the promotion is difficult to become the three major challenges facing the furniture brand.
Design difficult to ground
This year's Shanghai Furniture Fair will continue to hold the DOD design exhibition, not only recommending designer works, but also highlighting the communication between the company and the designers. Despite the support of Red Star Macalline, the DOD exhibition is better than before, but there are also exhibitors who reflect that the design and manufacturing links are out of touch and difficult to connect.
Xiu Jun, executive vice president of Huari Furniture, who participated in the DOD exhibition for the first time, said that in order to participate in the exhibition, they designed a product in cooperation with the professor of the Academy of Fine Arts. The problem arises when it comes to production. "We used more than 20 designers and used 8 In the daytime, more than 10,000 coordinates were compiled to complete the production. If such a product enters the market, the project is too big." Xiu Jun believes that China's home designers now lack life experience, only at home closed doors, the design drawings are good-looking and not useful, which makes those who want to use the designer's creative thinking to update the product is somewhat helpless.
This feeling of training in the military is also shown in the students of the design college. At the exchange meeting, Kirin, president of Ronglin Home, said that they had done a graduation exhibition for the students of the Academy of Fine Arts and found that the works designed by the students were not in line with the actual structure, and 90% of the design solutions could not complete the production. I have to give the students a structural class first."
The designer of the Nordic artist Yu Yu said that even the best design is to win the market, not for self-appreciation. If the product can not be combined with the market, such design is useless. By participating in the DOD exhibition, he established contacts with the heads of design institutes, and will try to invite designers to design products for themselves in the future, but these products must have market selling points.
Innovation is difficult to direction
If it is difficult to design a designer and a company, then product innovation tests the aesthetic taste and market acumen of business leaders. At the exchange meeting, some business representatives said that everyone is talking about innovation, but true innovation often depends on luck. How to determine the direction of innovation is a big challenge.
At the Shanghai show in September, Qumei Furniture's innovative product “Free Space†was unexpectedly popular. Wu Nani, vice president of Qumei Furniture, said that people liked Qumei's products in the past, often single pieces, such as curved wooden chairs, but now people prefer the matching of the whole set of products, "free space" is innovative in the mix. Let foreign customers be very interested.
Cui Chunyu, director of Royal Modern Furniture Planning, revealed that at the Shanghai show, they only gave more color to the previous classical furniture, which is equivalent to wearing a fashionable coat for classical furniture. “During the exhibition, a foreign grandmother in her 70s said that she would buy all of our exhibits. She thinks these products are too creative.†Cui Chunyu said that this case gives the company a lot of inspiration. The important point is that the company should Look ahead, try some interesting things in the field of innovation, let the products show new features, and maybe become the market darling.
Innovation is an inevitable path, but most companies are still at the stage of exploration and do not know how to make reasonable innovations. “When it comes to innovation, in fact, many companies are blind people. The most important thing for innovation is to work on the shape and process structure. If the company can grasp these two directions, the innovative products will be very marketable.†Noah General Manager Chen Zhijun said at the exchange meeting.
Promote difficult platform
The exhibition is an important way to promote brand and product, find agents and cooperation, but the exhibition is too much, too mixed, and the quality is uneven, which makes the company feel at a loss. In March, Dongguan, Guangzhou, and Shenzhen exhibitions were opened. In September, Dongguan, Guangzhou, and Shanghai were jointly exhibited. It is difficult for enterprises to take care of them. In fact, the North-South exhibition is gradually forming a difference. How to choose the right exhibition for the promotion platform is also a major challenge for furniture entrepreneurs.
Chen Zhijun, who participated in both Shanghai and Guangzhou exhibitions in September this year, said that the promotion effect of the exhibition was not good, mainly to establish a brand image, but if the company did not find the exhibition, frequent exhibitors would only hurt the people. “Every time we exhibit, the cost of design, personnel, etc. is as high as 600,000-800,000 yuan. In September this year, it took nearly 1.5 million yuan to participate in two exhibitions at the same time. The design fee of Shanghai Exhibition alone cost more than 200,000 yuan. The effect is still not good, it is better to participate less." The non-conformity has a lot of experience in choosing the exhibition. Before 2009, it participated in the Guangzhou and Shanghai exhibitions at the same time. In 2010, it participated in the Guangzhou exhibition in March and participated in the Shanghai exhibition in September. The former is mainly domestic, and the latter is mainly for export. Qiao Yinjun, chairman of the non-conformity furniture, said that through years of experience in the exhibition, I feel that the North-South exhibition has formed a strong difference, so the Spring and Autumn elections respectively chose Guangzhou and Shanghai to participate in the exhibition, the best returns.
In response, some furniture companies have called on exhibition organizers to integrate resources to provide the best promotion platform for enterprises. Qiao Yinjun believes that if the exhibition is integrated, the Guangdong exhibition will be held in March and the Shanghai exhibition will be held in September to make the exhibition differentiated, which will be more conducive to the promotion of corporate brands.
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