Shenyang is where all major furniture brands compete. At present, the total area of ​​furniture stores in Shenyang has exceeded one million square meters, and there is a serious surplus. Hundreds of furniture brands are rushing to eat "cakes" here, and competition is fierce. These brands have both first-tier brands, second- and third-tier brands, and even miscellaneous brands. What is the survival status of these brands? Which brands have a larger market share? Recently, the author made a survey on this.
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The first-line brand is not surprised
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In the Red Star Macalline Shenyang Tiexi Store, Hunnan Store, Dadong Store, the actual home Shenyang Huanggu Store, Hunnan Store, Xiangjiang Home Furnishing and other large and medium-sized home stores, Gujia Crafts, Chivas, Federation, Left and Right, Qu First-line furniture brands such as Midea, Red Apple, Dynasty, and Olins have been camping for many years and have won many fans with their strong brand influence.
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Although the current sales of these first-line brand furniture are not satisfactory, the prices are bullish and not bearish, and the merchants' mentality is relatively stable. The author has conducted an in-depth investigation and learned that among these first-line brands, manufacturers directly operate and are supported by the strong strength of the factory; dealers and agents are generally tested by the market for many years, and have accumulated rich experience, will not self-disruption, can be described as unstoppable. .
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The second-tier brand resurgence
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If the first-tier brands are in a state of steady development, then the second-tier brands will rise again as the market picks up.
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Shenyang is the area where the solid wood furniture industrial base is located. Hongfa, Shuliya, Huihao, Yixin, Mengbao, Ziqiao, Qilin, Dabang Furniture and other civil solid wood furniture brands, and furniture in Sichuan, Hebei, Tianjin, Guangdong and other places The brand constitutes the square matrix of Shenyang second-line furniture brand.
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Market research results show that Shenyang second-line furniture brands currently occupy nearly 80% of the market. Consumer groups of second-tier brand furniture include civil servants, teachers, doctors, retired cadres, company white-collar workers, high-paid blue-collar workers, and individual practitioners. The consumer psychology of this part of consumers is: Don't buy expensive ones, only choose the right ones. With the active purchase of these consumers, Shenyang second-line furniture brand has also ushered in a moment of resurgence.
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People in the Shenyang home furnishing industry believe that it is a normal market phenomenon for second-tier furniture brands to rise again. It is also in line with the law of consumption. After all, high-end consumers account for only a few. Most working-class people can improve the quality and quality of life by purchasing second-tier furniture.
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How second-tier brands win the market
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Although second-tier furniture brands have a large market share, due to the large number, fierce competition is also an indisputable fact. So, how should second-tier furniture brands win the market has become a question that entrepreneurs should seriously consider.
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One is to set a right mindset and not to blindly advance to the front line.
Some second-tier brands strive to move closer to the "first-tier" for a good name, but that is not done overnight. Which first-tier brand was not created through hard work and hard work. In the absence of conditions for capital strength, production scale, channel planning, market influence, etc., if blind comparisons are made and greed is sought for strength, there is a possibility of losing ground. At the moment, second-tier brands must set their minds right, grasp the characteristics of the second-tier market, and then consolidate their internal strengths, and then gradually, in order to achieve the desired results.
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The second is to relentlessly pursue innovation.
Shenyang has a solid wood furniture brand that has continued to innovate and has opened up huge business opportunities in the second-tier market from Shenyang to the whole country. Innovation is the vitality of the brand, but also a necessary condition for the brand to win the market. Under the same conditions of craftsmanship, technology and services, innovation is the only magic weapon for second-tier brands to win the market.
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The third is to win credibility by service. The customer is God and service has no bottom line.
For second-tier furniture brands, it is important to occupy the market, and it is more important to do a good job. The problem now is that many brands have done a lot of "hard work" to compete for the market, upgrade new products, upgrade the market, and grab the market, and often overlook the "soft power" of upgrading services, so that they seem to be unable to compete in the market competition. It is worthy of vigilance and needs improvement.
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If the second-line furniture brand achieves the above points, it will definitely gain a broader market space. (Editor: Peter)
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