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Chinese furniture industry to speed up the construction of its own brand, create a strong brand. This question was raised a few years ago and is still a hot topic today. A problem can continue to attract people's attention for several years, which shows the universality and severity of the problem.
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There are more than 50,000 furniture companies in China, but few famous furniture brands are pitiful. Many companies are doing OEM processing for others. In addition, the research and development strength and capital strength of the Chinese furniture industry are generally insufficient, the added value of the products is low, and the competitiveness is weak, so it is simply unable to match the strong foreign brands. Almost all of China's high-end market is occupied by foreign brands, and domestic brands can only hover in the low-end market at low prices. If China's furniture industry is to seize the high-end market, the rise of brands is imminent. So, how can Chinese furniture brands rise? In this regard, the editor of Jiuzheng Building Materials Network consulted industry professionals and believed that dialectical thinking is the ideological weapon of the rise of furniture brands.
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1. Survival in the gap between pros and cons
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The Chinese furniture industry is currently in a very awkward position. On the one hand, many large foreign companies invest in the Chinese market. They may enter China to set up furniture companies, or find suitable OEM companies in China. In addition, many strong foreign brands such as Lacuna, Fukra, IKEA, Fleisha, Vitra, LEMA, TEAM, BONALDO, ARTETIPO, KIOOR, MOLTENI & C, BIMAXDE, etc. have also entered China to divide the domestic market. On the other hand, domestic furniture companies have proliferated in large numbers, and more than 50,000 furniture companies have faced each other in short battles.
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Judging from the current situation of China's furniture industry, we have seen the unity of contradictions and opposites, so the furniture industry must use a dichotomy to analyze problems and see the benefits and losses of things. The existence of a large number of domestic furniture companies makes the furniture market scattered, chaotic, and mixed. The market is difficult to manage, scale, collectivize, and achieve efficiency. However, fierce competition has led to the rapid development of the furniture industry. When analyzing the current status of the furniture industry, the Chinese furniture industry must abide by the thinking principle of "everything must be divided and everything must be divided". To divide a thing into two, we must analyze both its advantages and its disadvantages. The Chinese furniture industry should not think that there is no development opportunity in the current plight between inside and outside. Opportunities are everywhere, and the Chinese furniture industry should turn the harm into a profit, strengthen vigilance, improve competitiveness, and survive in the cracks.
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Second, dig deeper into the deep crisis
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Two major trends prevail in the Chinese furniture industry: OEM and plagiarism. In order to pursue short-term profits, many Chinese furniture companies have embarked on the OEM road, willing to start the processing plants behind foreign companies. At the same time, plagiarism in the furniture industry is very common. Many furniture companies have copied other people's original designs in order to save R & D costs, shorten the time to market, and seize the market as soon as possible. Plagiarism has given them a lot of benefits in the short term.
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The Chinese furniture industry should see the deep crisis behind the prosperity through OEM and plagiarism. Although OEM and plagiarism can bring short-term profits to enterprises, they are potential hidden dangers to China's furniture industry. The OEM atmosphere has made many Chinese furniture companies slavery, blindly dependent on others, lacking self-reliance and entrepreneurial spirit, and at the same time delayed the process of building a strong brand in the Chinese furniture industry, making Chinese furniture brands uncompetitive and competitive in market competition with foreign brands Very small. Plagiarism makes the furniture market lack of fair competition, which brings many problems to the development of the industry. Therefore, the Chinese furniture industry should elevate perceptual knowledge to a rational level, analyze problems rationally, and analyze the origin of things. Only by seeing the essence of things can we take the correct measures.
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3. Think long-term and insight into long-term interests
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There is a "two nos" phenomenon in the Chinese furniture industry: no innovative design capabilities, no brand marketing awareness. On the one hand, due to the lack of capital strength of Chinese furniture companies and the scarcity of R & D and design talents, the furniture industry lacks independent creativity, lacks innovative consciousness, rarely develops independently, and floods in clone products. On the other hand, there are tens of thousands of brands in China, but there are few strong brands, and even fewer can form a clear image in the minds of consumers. Therefore, the current Chinese furniture industry's way to compete for the market is still based on price wars, and "low price" to compete for the market, but the profits are often very small.
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We know that the "two nos" of China's furniture industry certainly restricts the growth and development of the furniture industry, and it is not a long-term strategy to win the market with prices. The future of the furniture industry must be an era where innovation and brand win the market. Therefore, furniture companies should have a vision for development, make long-term plans, and gain insight into long-term interests. China's furniture industry should focus on design innovation and technological innovation to improve the competitiveness of enterprises, adhere to independent innovation, and improve the level of furniture production management, thereby enhancing the market competitiveness of enterprises. At the same time, China's furniture industry must also carry out brand building to capture consumers with brands. Furniture companies need to adapt to the "enterprise" branding, and their specific performance is not just investment, advertising, publicity, public relations, and sales, but the continuous transmission of the company's strength from the inside out. It should contain all the elements of the company's internal and external actions. , Including: entrepreneurial words and deeds, personnel recruitment and training, establishment and improvement of corporate systems, corporate culture construction, product development, sales model, terminal layout, promotion, advertising and public relations activities, etc.
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To see the rise of Chinese furniture brands , the application of dialectical thinking is very important. Thinking is everything, and correct thinking can lead war to victory. The Chinese furniture industry must integrate philosophy into brand building, apply multiple modes of thinking, and at the same time adhere to the dialectical thinking method. Only in this way can the Chinese furniture industry achieve a leap from sensibility to rational understanding, penetrate deep issues, and implement the correct strategic methods , So that the brand can rise rapidly. (Editor: Peter)
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