Furniture industry accounts for 90% of the rural market

At present, the competition in the furniture market nationwide is becoming increasingly fierce, and most of them are stuck in the cities and crowded in this "Red Sea" competition, especially among small and medium-sized manufacturers. They want to be in this area because of the constraints of funds and manpower. It is not easy to stand out from the competition. Some experts analyzed that existing furniture brands account for only about 10%-20% of the furniture market, and nearly 90% of the market has yet to be tapped. The potential is great, and 90% of the market is rural. Therefore, if we change our minds and turn to the “blue sea” in rural areas, perhaps enterprises will burst out with greater vitality.

In the past, rural areas were the places where the words “bathroom”, “bathroom”, and “closet” symbolized city life. The toilet was a shabby latrine and the kitchen was still using traditional firewood. Now, with the continuous improvement of rural consumption capacity, the rural kitchen and toilet industry has undergone a great transformation: a considerable number of rural people who have first become rich have begun to bring the city’s home lifestyle into the countryside, and household products such as sanitary ware and wardrobes are in the rural market. Has started.

The furniture industry saw a huge rural market

The entry of the furniture industry into the rural market is not entirely a helpless move, nor is it a desperate choice. It is a good choice to jump out of the old thinking framework, open up the sales of products and develop new customer groups. Because of its large scale and strong demand capacity, the city is still a good choice in a certain period of time. However, in the long run, with the maturing of the furniture industry and the increase in consumer awareness, the cost of corporate competition will increase. Increasingly, the opposite is that profits will become lower and lower, and marginal returns will decrease. The rural market has relatively few competitors and huge potential. Therefore, for the furniture industry, the rural market is not a question of whether to enter, but how to enter.

Designing and developing products suitable for the rural market

To open up the rural market, it is necessary to hold the mentality of being a friend with the farmers. First of all, we must understand the psychological needs of farmers. Compared with cities, rural residents have different needs for products. High quality and high performance are common requirements for urban residents. Rural residents prefer products with single functions, stable quality and low prices, and emphasize the actual use value of products instead of It pays great attention to the added value and spiritual experience of the product. Therefore, in product design, we must pay attention to the special nature of rural residents' consumption, and produce products that allow rural consumers to move more effectively. When starting up the rural market, the city cannot be used as a quasi-coordinate, and the rural area must not be regarded as a recycle bin for the company's product inventory, which is bound to be rejected by the market.