Seek channels
From quantitative change to qualitative change, Chengdu plots to seek channel hegemony
"Coastal furniture's" lower body "enters the second and third tier markets, it is difficult to shake the status of Chengdu furniture," said Zhao Long, president of Beijing Guofu Management Consulting Company, which has been committed to furniture marketing. Positioning demand, Chengdu furniture is already in the second and third tier markets. "Chengdu Manufacturing is firmly on its own path, and Chengdu Furniture has begun to dominate the country.
Recently, a 7,000-square-meter furniture specialty store built by the Pearl of the Palm successfully opened in Yuncheng, Shanxi. The store is the largest specialty store operating a single furniture brand in China. "It is more a store than a specialty store." Zhang Yinjie, general manager of marketing for Pocket Pearl said, "Building such a flagship store is also a basis for Pocket Pearl A new attempt at market demand. "Such an attempt is only a microcosm of Chengdu Furniture's successive attempts to gain second- and third-tier market channel hegemony.
Grasp production
Rapid expansion of production capacity, the introduction of new equipment in the enclosure plant
At the New Year ’s Party of the Xindu Furniture Association at the end of 2009, Zhong Wenhua, general manager of Haodi Furniture, revealed to reporters his “anxietyâ€: “Because the market is so good, many products are sold out.†Wang Zisong, the general manager of Landscape Home, felt the same, "We have already built a new 500 acres of land for the construction of a new plant. The new plant is expected to be put into operation next year. At that time, our output will double. At the same time, we also plan to build a new Office building. "
For a time, due to the unexpectedly good market, Chengdu furniture generally suffered from the "common problem" of out of stock. Many brands have begun to accumulate energy to expand to solve the bottleneck of production capacity. It is this round of expansion that has replaced Chengdu Furniture with a more powerful "production motor." Compared with Yuepai Furniture, it pays more attention to product presentation and packaging. Chengdu Furniture's powerful production background undoubtedly provides a power engine for expansion.
In recent years, many Chengdu furniture brands have been committed to introducing world-class production equipment to truly realize the intelligent automation of furniture manufacturing. In this respect, Pocket Pearl has always been at the forefront. In addition to having more than 3,000 acres of industrial park bases, Pocket Pearl has now become one of the models for fully automated production. Whether it is painting equipment, packaging machines, or CNC centers, it has reached the global Leading level. Gu Haodong, secretary general of the Chengdu Furniture Industry Chamber of Commerce, said, “Because coastal furniture used to focus on the first-line market and the sales volume is small and precise, the scale of production and equipment strength of Chengdu furniture manufacturers are often beyond their reach.â€
Redesign
The design is catching up, and the style is gradually in line with internationalization
In addition to the improvement in scale and quality, Chengdu Furniture also pays more and more attention to design strength and aims to lead the trend of Chinese home furnishing design. After years of development, the "Made in Chengdu" design has even started to stand out in the industry and become a beautiful landscape. The original designs of many furniture brands have been in line with international trends, and have become the object of many foreign brands to imitate. Wang Zisong frankly said, "In addition to having a domestic first-class furniture design team, many of our rural landscape series of good scenery are made by Designed by Italian designers. "
In addition, many Chengdu brands have also established strategic partnerships with well-known foreign design institutions and colleges. For example, Pocket Pearl has become the only partner of Milano Polytechnic University in China. It is understood that Milan Polytechnic University is one of the most famous furniture design schools in the world. The Pocket Pearl is proud to say, "We have both in Milan, Italy and China Many well-known furniture design geniuses, the international inspiration of Italian masters and the localization experience of domestic masters have perfectly combined, resulting in a modern, stylish and unique product style of Chengdu furniture. "
Commentary:
Chengdu Furniture took the Avenue of Stars
The ten-year process, from hand-made workshops to thousands of acres of workshops, from carpentry operations to automatic production, from "copying" styles to independent design, from "manufacturing" in Chengdu to "creation" in Chengdu. After the "golden" adolescence, the pace of Chengdu furniture has become more mature and steady. The road of Chengdu furniture industrialization has become wider and wider, and its independent characteristics have become more prominent.
No need to be a "fire beacon", the second and third tier markets are already dominated by Chengdu furniture, don't underestimate this seemingly "clear soup noodle" market, who would have thought that this area has become China's largest domestic demand cake, causing it The coveted by many furniture factions such as Yue School, Zhejiang School and Beijing School. Relevant data show that there are currently 370 county-level cities in China's second- and third-tier markets, with 238 million households. As long as the penetration rate of any product is increased by 1%, the market demand for about 2.38 million pieces can be increased.
From east to west, from north to south, a glimpse of coastal furniture and northern furniture, Chengdu furniture suddenly emerged, condensed into a force, symbolizing a flag, a new exhibition, hunting and flying. With the process of urbanization, the cake is bound to grow bigger and bigger. Fortunately, the foundation of Chengdu furniture has long been rock solid, playing the routine of Chengdu, Chengdu furniture has already embarked on the Avenue of Stars of the rise of the brand.
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