The saying that the furniture industry is sluggish has recently been seen in the media, and the heavy production of furniture in Dongguan has also caused waves.
According to the statistics of the China Furniture Association, the overall building materials sales in China in the first half of this year decreased compared with the same period of last year, and the furniture exports of some second- and third-line furniture brands showed a significant decline. If the macro data is still not intuitive, the collapse of many well-known furniture brands in Shenzhen, which is close to Dongguan, will make the industry feel a bit cool.
As the downstream industry of real estate, the furniture industry often has to be transferred to the furniture industry in a few years. As the growth of the real estate industry slows and prices fall, the furniture industry is likely to be difficult to return to the “golden years†in the next few years.
However, the paradox is that traditional furniture companies on this side are clamoring for a tight day. There are entrepreneurs and investors who believe that the furniture industry is a profiteering industry. The high-profile entry is said to use the spirit of the Internet to subvert the traditional furniture industry.
Liwei, who calls himself "Internet Carpenter", recently held a press conference to announce that the brand has received the A round of investment in Xiaomi. Li Wei’s official flagship store in Jingdong released the opinion of Xiaomi’s chairman Lei Jun: “Liwei’s home, the millet industry’s millet, low-cost and high-end! Any profiteering and channel-based industries have the potential to subvert.â€
Whether the furniture industry still has huge profits at present is a topic of ingenuity. However, at present, domestic furniture domestic sales mainly rely on channels such as hypermarkets, which is a fact of nailing.
Because of the high channel cost, the domestic furniture prices are becoming “higherâ€, and the lower-priced panel furniture is gradually squeezed out of the store because the profit is difficult to support the high channel cost. Recently, domestic home designers have frequently asked: "The furniture industry is pursuing luxury and neglecting people's needs. This is a pathological condition."
If you are sick, you have to be cured. Someone has helped the furniture industry to develop a "prescription": the spirit of the Internet.
The Liwei family, who claims to be a counter-attacker and subversive in the traditional furniture industry, expressed this in the company's introduction: declaring war on tradition, breaking the cycle of low allocation and high price; declaring war on profiteering, reducing the intermediate fare increase from factory to user. Lei Jun, who is good at "subversive innovation" in the traditional industry with the spirit of the Internet and low prices, has entered the furniture industry with high-profile, and is deliberately detonating a blockbuster in the industry. Recently, in the WeChat circle of people in the furniture industry, some people used the black T-shirt's photo of Lei Jun with a lot of texts such as “trembling, I am subverting youâ€, which triggered a heated debate and promoted many traditions. Furniture companies have reflected.
The author believes that the problem of the furniture industry on the surface is because the pricing is too high, the channel cost is too high, and the design production deviates from the mainstream consumer groups. But in the final analysis, it is still indifferent to the core needs of users. Because many consumers in the furniture industry are buying one-time, the repurchase rate is low. Many furniture companies start from the practical interests, on the one hand, they pay more attention to the creation of products and packaging; on the one hand, they use a lot of resources and energy to purchase products repeatedly. On the dealer.
In the high-speed development process for several decades, the problems of the furniture industry have been covered up. However, when you are at low tide, you can see who is swimming naked. As the development of the furniture industry slows down, when the spirit of the Internet “provocates†to subvert the traditional furniture industry, perhaps traditional furniture companies need to regain respect for users in order to gain greater competitiveness and avoid being “subvertedâ€. Object.
The famous furniture e-commerce practitioner, columnist Tang Ren said in an article: "From the perspective of the development of furniture e-commerce, Lei Jun invests in Li Wei's home is indeed very worth seeing. This is another Internet operation mode and traditional operation. The contest between modes."
Shanghai Furniture Editor Report
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