Guanghua Tu Libing: 2012 furniture market must learn to take the initiative
Tu Libing, General Manager of Shilin Guanghua Store Furniture Department
The furniture market in 2011 is generally considered to be the “low valley†of industry development, and many people are also pessimistic about the 2012 furniture industry market. As one of the important market areas of the domestic furniture industry, the Nanjing furniture market is most directly affected by the macro-control policies. Facing the market adjustment and channel problems of the furniture industry, First Furniture Network interviewed Mr. Tu Libing, the general manager of the furniture department of Nanjing Shilin Guanghua Store.
Industry must learn to adapt to the transformation of the furniture market
FF: At present, the terminal furniture market in Nanjing is facing a lot of pressure. How do you view the future trend of the Nanjing furniture market?
Tu Tu: In 2011, Nanjing's mainstream furniture market was indeed affected by the macroeconomic environment and related policies. However, for the real market economy, no matter how the economic environment changes, the market still has its own development mechanism. Eliminators and participants. Speaking of the furniture industry, as far as the current environment is concerned, it is still necessary for everyone to work together. The most crucial thing is how to do the market. In terms of market development, I think we need to recognize a few points:
1. How can a merchant maintain its original market share or even gain more market share without changing the market cake? In response to this problem, I believe that it must be market-oriented. For the traditional channel sales model and marketing promotion activities in the past, we must still insist on doing it in the current market environment. In addition, we must increase channel expansion and investment. Including network channels, group purchase channels, designer channels, community development, etc., we need to find all breakthroughs related to the furniture market, we must not wait for the rabbits, we must learn to enter the market, do a good job in channel work, including positioning of potential customers, products. Who is the target consumer group? At the same time, we must communicate with customers to understand whether customers are satisfied with their products. What else needs to be adjusted?
Taking community expansion as an example, in fact, in addition to the furniture store research, our dealers should also think more about why they also go out to do the community, some dealer products give good feedback, and some do not have one. Selling, this may depend on the dealer's business level, whether there is the ability to hunt, how to position consumers.
2. For the furniture industry, furniture is a durable product, so it is especially important for brand promotion and service. Now we say that furniture brands, many of them are famous in the industry, but for consumers, understanding of many furniture brands is not very deep, because as a durable goods, many people will start when they start to buy furniture. Learn about some furniture brands. Therefore, I think how to transfer products to consumers is the key to brand promotion.
3. The number and area of ​​stores in the Nanjing furniture market have increased a lot in recent years, which may have an impact on the original cohesiveness of the store. However, for the view that the consumer market is shrinking, I think it is the benevolent seeing benevolence and the wise seeing wisdom. The overall market structure has changed. There are more and more people eating cakes in the market, and competition is increasing. But the market will eventually be reserved for those who are prepared. We must recognize this so that we can make decisions later. Market-oriented, can be based on consumers. Because only by adapting to the market and winning the consumer, it is possible to get a return.
FF: At present, many dealers complain about the rental pressure of the store. How do you think about this problem?
Tu Zong: In fact, in terms of the current channel model of the furniture industry, the stores and dealers are in a relationship of glory and loss, and everyone is honored and humiliated. In the face of changes in the market environment, in fact, the store is also actively expanding business from multiple angles and channels, including online group purchases, community expansion, and various offline sales activities, etc., to help dealers develop the market, we can say that our The store is active in the expansion of sales channels, and the dealers alone will not bear the pressure of market sales. Of course, the adjustment of this strategy requires us to take more active changes to cater to the development of the market, so we need to work together with the dealers. Only when shopping malls and dealers work together to share, can we survive this downturn and even gain new development opportunities.
Dealers should have a better future
FF: How do you view the Nanjing furniture market in 2012?
Tu Zong: For the furniture market in 2012, I think that compared with the market in 2011, it will not get better at once, but it will not be too bad. In view of this situation, it is actually necessary for our operators to manage their own business. The strategy is implemented. For the market in 2012, we can sum up with twelve words, that is, "operate with heart, plan the market, take the initiative." "Intentional management" means that our operators should choose the right listed products from the perspective of consumers; "planning the market" is to find various channels through various channels and carefully plan how to do a good job in the market; It means that we can't wait for the rabbit, we must actively seek the market.
From a macro perspective, it is impossible for the country to let the market continue to be depressed. At present, it is necessary to suppress the real estate. The industry now has a pessimistic market attitude. Many of them may not really recognize the market. In fact, the market is advancing in such repeated adjustments. In the case that the market is not in a good state, we should reflect on what we have done, and we should not blame everyone and complain. Of course, it can't be too radical, leaving the tradition behind. When seeking market breakthroughs, we can't open the traditional model and blindly engage in new channels and new models. The traditional model and the new model should be integrated with each other and learn from each other so that the road can go further.
The downturn in the furniture market is only temporary, and the furniture industry will have a large market space in the future. After two or three years, the market may once again stand up and go to another boom period. In fact, everything is going up and down in twists and turns, the road is tortuous, but the future is bright. For many dealers, some dealers may have put a lot of effort into it, but the market effect is not very good, there is no obvious sales growth, or even a loss. But as long as you have survived this tortuous period, when the market is back to prosperity, your previous efforts will have the desired effect. So I want to remind our furniture dealers that they should look a little longer.
Furniture e-commerce and traditional stores can achieve channel complementarity
FF: How do you think about the future development of furniture e-commerce?
Tu Zong: In fact, so far, the sales of furniture network is still in its infancy, and its share of sales in the total sales of furniture is very small. However, e-commerce will be an important channel model for the future furniture market. Now everyone has their own ideas, but now many people think of the market channel approach is actually we need to try and practice. Although there are many reasons that hinder the advancement of furniture e-commerce, the advantages of e-commerce are unstoppable.
FF: At present, as the mainstream channel of the furniture industry, how to deal with the furniture e-commerce model?
Tu: For the furniture industry, the network will be an important breakthrough in the future development. Therefore, in the future, traditional channels and e-commerce will go closer in the future, including the market will also be involved in the network, because the needs of the consumer population, as well as market expansion, need to do so, this For dealers, it is good for the store.
Of course, for the furniture industry, this channel development model is still a "new road", no one has passed, and now everyone is trying to go. Take Red Apple as an example. Now Red Apple is now doing e-commerce. The way he goes is online purchase, offline experience, e-commerce and shopping malls. Therefore, the integration of stores and e-commerce in the future will further promote the development of the industry.
The furniture industry should avoid extremes
FF: At present, panel furniture is facing a lot of pressure in the mainstream channels, and more and more solid wood furniture brands are emerging in the market. How do you view this change?
Tu Zong: The decline of panel furniture and the popularity of solid wood furniture have a great relationship with the current market changes, in addition to the domestic consumption concept. The production cost of panel furniture is relatively transparent. Coupled with the market competition in the past, the terminal sales price of many panel furniture products has been difficult to improve. However, due to the current changes in the market environment, including the increase in operating costs, as well as the impact of the macro market, these have caused a big blow to the panel furniture. In this case, in order to maintain profitability, more manufacturers and distributors have begun to switch to the field of solid wood furniture with higher added value.
However, the current industry's respect for solid wood furniture is actually unfavorable to the overall development of the industry, which is from one extreme to the other. With the increasing number of solid wood furniture brands entering the market, this market will easily fall into difficulties.
FF: For the current situation of the furniture industry, how do you think manufacturers and dealers should respond?
Tu Zong: For the current situation in the furniture industry, I think that for some time in the future, for some strong manufacturers, it is necessary to deepen the industrial chain and enrich the product system, so that the product series in the dealer’s terminal storefront More abundant, the use of joint sales can effectively increase sales per unit area. Of course, not all companies are suitable for developing diversified product systems. Some companies can tailor their own products according to their own needs, to establish a good brand image, and rely on the reputation brought by the products to win the market.
Outside the words
Tu Zong believes that in the past, the furniture industry belonged to the seller's market, and after the continuous development of the market economy, it has gradually moved to the buyer's market. This change in supply and demand means that the future operation of the furniture market must conform to the development law of the market economy. "Consumers are God, and only have something that is recognized by consumers." The various market crises faced in this transformation process require the joint efforts of the stores, manufacturers and distributors.
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