In China, the furniture industry is a traditional industry and a sunrise industry. In the past 30 years, it has gone through the infancy and early stages of growth, and is now in the middle stage of growth. After 2015, the furniture industry will really enter a mature period. Now, China's furniture production capacity has accounted for 25% of the world, and it has become the first furniture manufacturing country. In 1978, the furniture industry had only 1.3 billion, and now the total has reached more than 700 billion. According to the average growth rate of 22.2% in the past 30 years, by 2015, this industry will reach a total output value of 2.43 trillion.
The growth rate of 22.2%, behind a series of figures is the development of the entire industry. But the real problems are unavoidable. They are plagued by resources, lack of talents, unhealthy competition by enterprises, and scarce cultural construction. To deal with these problems, Hou Kepeng pointed out 7 development directions for the furniture industry.
I have seen Hou Kepeng, a typical Northeastern tough guy, at many seminars in the furniture industry. He has a lot of energy in him. He speaks positively and has unique opinions on the topic of the furniture industry. Hou Kepeng has lived in the United States and Hong Kong for many years. He has worked in a national ministry and commission. He is currently the vice president and secretary general of the Shenzhen Furniture Industry Association, the president of the Shenzhen Furniture Research and Development Institute, the chief editor of the Shenzhen Furniture News, and is also the Nanjing Forestry University. The visiting professors of Zhongnan Forestry College, Shenzhen University, Fujian Longyan College and other colleges and universities, the interweaving of various special identities, makes him often put forward some forward-looking views.
Education and training are the driving force behind future industrial development
There are many directions for education. Everyone in the furniture industry needs to be trained, from entrepreneurs to frontline operators.
Hou Kepeng said that the purpose of training is threefold: One is to improve the comprehensive ability of entrepreneurs. There are many wealthy entrepreneurs in the furniture industry, but not many really know how to invest. In the furniture industry, many entrepreneurs are developed by workshop-style production. If the factory grows, if it still develops according to a set of OEM furniture, it is obviously unable to adapt. For leaders who are not well-educated, but have the power to determine economic behavior, at this time, learning is the most urgent thing.
The second is to improve the quality of the industry. The former handicraft master was just a gang helper, with no skills. Modern enterprises have more comprehensive requirements for the quality of industrial workers. First-line industrial workers need to master the basic knowledge of production safety and scientific science.
The third is to improve unified thinking and will. Hou Kepeng said that evaluating whether an employee loves the factory is the basic standard. Let all employees struggle towards a common goal through training.
Direction two
Future furniture industry transition from natural agglomeration to effective agglomeration
In the past, industrial agglomeration was formed naturally. Wherever there is money to make, everyone swarms there. However, there must be a reason for the formation of any gathering place in the future.
To prove this, Hou Kepeng gave an example. He said that in the Italian Manzano furniture cluster, in this small town covering an area of ​​90,000 square kilometers, there are only 40,000 residents and 1,000 companies. These 1,000 companies have produced 30% of the global chairs, which can be found all over the world. Chairs produced in this town.
The path of the future furniture industry transfer must be based on the entire competition of the industrial supply chain, with specialization, matching, intensive and information as the core content. Where is the industrial cluster of the next country? Hou Kepeng predicted that Wuhan, Kunming, and Chengdu.
Direction three
Regional brands dominated by characteristic production areas will be more popular
Because the manufacturing unit is relatively small, it is easy to spread as a regional brand. As soon as you see Shenzhen Manufacturing, you think that the products are more individualized and have a strong sense of design. The main goal is to occupy the mid- to high-end market. As soon as I see Beijing Manufacturing, I know that it is a panel furniture, which occupies a part of the high-end market in North China, and the quality is relatively good. As soon as they saw Chuanpai Furniture, they felt that they occupied third- and fourth-tier cities at low prices. Regional traits have become a label, representing a characteristic. After dividing the brand by region, the superior companies in the region are particularly important. Their actions will form a leading role and guide the development of a group.
Direction four
The establishment of consumer brands will become the future trend of the furniture industry
Brands are not only products, but also tangible things, and more importantly, intangible things. Intangible things include communication systems and service systems. Now, furniture companies attach great importance to tangible things, most companies do not pay attention to intangible things. The invisible thing in Hou Kepeng's mind is the brand, which is to establish a public image. There are many benefits that can be achieved by establishing a brand, and the establishment of the brand makes the rights of consumers more protected
The traditional business model will be broken
Independent stores, national chains, local chains, large supermarkets, online direct sales, and even Taobao stores. At this stage, commercial sales methods are varied, but the form of the furniture industry is very single, and most furniture companies rely on stores to achieve sales . Furniture companies that want to enter large stores such as Red Star Macalline and Actual Home have broken the threshold. Every time he meets those furniture companies who are looking for relationships and have to enter hypermarkets, Hou Kepeng said that if Gree air conditioners cannot enter Gome, he will open many direct stores.
The industry will gradually form market segments, and the differentiated model will become the mainstream of industry development
When a home brand enters a stage of development, it needs internal integration. When the products continue to be enriched to a certain extent, the existing brands can no longer meet the needs of the market, so they must find new product positioning and development space.
Different products must have different positioning, so that consumers can take their own needs, that is, multi-brand operation, Hou Kepeng believes that this will become the future development direction.
First of all, a diversified product structure can accurately position the product. Each brand of Top 100 Furniture has an independent store in each store. Customers can accurately position themselves according to their shopping needs and choose the furniture that suits them in the shortest time.
Second, diversification can increase market share for companies. In the past, the top 100 furniture only used to be adult furniture. This year, it has added the ranks of young people's furniture and developed the Harry wooden house series, which brings more environmentally friendly furniture to consumers and increases its market share. Of course, not all enterprises are suitable for diversified development, which is a test for the comprehensive strength of enterprises.
Now that the home furnishing industry has entered a period of market segmentation, it is necessary to locate brands according to different age groups and consumption levels of customers, and to target specific groups of people to make products.
Direction seven
The industry concentrated development model integrating manufacturing, commerce, logistics, and park society will become the industry's leading
For the "China Golden Drum City" project in Hanchuan, Hou Kepeng gave a high evaluation. He said that with the needs of industrial upgrading and transformation, the park-style development will be popular.
Hou Kepeng called this kind of park "park society", because it solved all the problems of industry's production, logistics, commerce, and living support, forming a small society. In the future, the manufacturing base will no longer be the same as before. All factories do not need to build their own warehouses, living facilities, and enterprises need not build exhibition halls. The semi-finished products or raw materials of the enterprise do not need to be placed in the warehouse, but in the procurement logistics link. When needed, the procurement logistics supplier directly sends it to the workshop. After the finished product is made, the finished product enters the distribution logistics. Send it to the customer's home to help install it and recycle garbage. All links are linked one by one, forming a cyclic system, which reduces the cost of transportation and vacancy.
People will ask, will it be cheap? It must be cheap. Because the industry is concentrated, ten companies purchase together, and the advantages are revealed.
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