Furniture brand environmental protection is imperative

Enterprises cannot passively "overwinter", but must rely on their own strength and courage to carry out the "winter swimming" movement, be good at finding big business opportunities in the winter, forming a big advantage. After entering October 2010, Mr. Zhang, who is in the business of civil solid wood furniture in Beijing, became very worried. The year-end expected sales recovery did not come as scheduled. "When the house restriction order was introduced, the sales volume decreased a lot. I thought that the days would be better by the end of the year, but I didn't expect that the sales of furniture did not increase at all, and the life was more difficult.

Innovation, brand war crisis

At the annual meeting held by the Beijing Furniture Industry Association, an expert said that industry sales have shrunk since October 2010. Mr. Zhang judges that most of the industry has suffered a huge impact like their companies. Nowadays, only large-scale and branded furniture companies are living better. "These products have high added value." A person in charge of the Beijing Furniture Industry Association also believes that brand management and product innovation of large-scale enterprises are superior to small enterprises. When the crisis comes, the advantages of large enterprises are more obvious.

Even some big brand companies, even though the sales volume decline is not as big as that of small companies, also feel the breath of cold. In an interview with a morning newspaper reporter, a furniture chairman said that although the company's profit growth rate in 2010 was still more than 30%, compared with the previous year's growth rate of up to 40%, it has been significantly reduced. "Considering the unoptimistic situation of the furniture industry in 2011, we should do more work on innovation, such as marketing innovation and product innovation, and find new growth points for corporate efficiency through comprehensive innovation." The chairman said.

Smart, environmental warfare crisis

Compared with the previous year, this year's cabinet industry presents a very obvious feature, which is that the content of intelligent technology is higher. First-tier brand cabinets such as Kebao Boloni, Zhibang, Hausen, Gold Medal, European School, etc. have joined the ranks of "intelligent cabinets". LED LCD screens, touch drawers, lifting wall cabinets ... A series of cutting-edge technologies have entered the homes of high-end consumer groups. Xu Xinqiang, general manager of Hao Sen Wood Co., Ltd., said that intelligent cabinets greatly enhance the brand image and popularity, which is also the focus of future competition for the overall kitchen.

In addition to higher technological content, environmental protection is still a hot spot for consumers to chase. After interviewing many consumers, the reporter learned that when they buy cabinets, they still put environmental protection first. "The kitchen is closely related to people's lives. When consumers buy cabinets, they prefer to buy green and environmentally friendly cabinets. This leads to fierce competition in the industry, and large and small cabinets are competing for the" environmental protection brand. "

Layoffs, austerity crisis

Mr. Zhang's company is a medium-sized furniture company in Beijing, with shops in Jimei and Chengwaicheng. Since the raw materials needed for making furniture are mostly imported from Russia, although sales have dropped significantly, the cost of wood imports has not decreased, and companies are facing unprecedented pressure.

The situation of Mr. Jia, who is engaged in the sales of office furniture, is better than that of Mr. Zhang, but he also found that the demand for furniture from tenants in office buildings has been significantly reduced. When the reporter asked him about the impact of the financial crisis and the housing restriction order on the furniture industry, he said that the crisis had affected the operation of the company. Compared with the beginning of 2010, the company's sales had decreased by at least 1/3 in the last few months of the year .

In response to the 2011 "cold snap" in the market, Mr. Zhang and his friends in the same industry have decided to lay off employees, and the scale of the layoffs will be proportional to the reduction in sales. "If the company's sales in 2011 decreased by 50% I will definitely reduce staff by 50%. "Other furniture companies interviewed by reporters have expressed similar views. Reducing costs through layoffs is becoming a common choice for furniture companies to deal with the crisis. "In 2011, the concentration of enterprises may be stronger than before. Large enterprises are doing well. Small enterprises are under pressure to stop production. The concentration of industry brands will be significantly enhanced." A vice chairman of the China Furniture Industry Association accepted another domestic media The reporter said in an interview.


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