The "Three Major Causes" of Southern Furniture to Solve
Distributor system hinders development ' Our market in Beijing is shrinking. 'The person in charge of a certain brand furniture company in the south speaks bluntly about the dilemma his products face in Beijing. The brand's furniture used to be infinitely popular in major home furnishing stores in Beijing, but now it only has a point of sale in home discount stores that are no longer mainstream, and no one can see it in other stores. For a long time, Guangdong furniture has benefited from the time of reform and opening up, adjacent to Hong Kong and Macao, and has become a golden channel connecting the domestic market and foreign markets, as well as the local government to set up a stage to help companies sing operas, accounting for 60% of the national furniture output value 'S market share, enjoy ' National Furniture Look at Guangzhou ' , ' Furniture Manufacturing Boss 's reputation. With the continuous development and growth of the home furnishing industry and the expansion needs of some Guangdong furniture companies, a number of furniture brands have opened branches in areas outside Guangdong, planning a national layout. 'The problem lies in the furniture distribution system. ' Industry insiders said that the expansion of the distributor system has caused brand owners to lose control and initiative, which has become an important ' cause ' of Guangdong furniture's loss in Beijing . The enterprise has succeeded in opening the market through the dealer, but the dealer who generally represents multiple brand products is uneasy at this time, or the agent household has developed into a new enterprise brand, or it does not obey the enterprise control and enter and exit the sales market at will. The gradual shrinkage of some Southern brand furniture in Beijing is directly related to the withdrawal of Beijing dealers from large home stores. Export-oriented delay hit export-oriented brand, neglect brand building is the second largest 'cause' of retired Guangdong furniture. According to statistics, by the end of 2006 , Guangdong furniture sales will reach 117.4 billion yuan, of which exports will account for 53 %% . In addition, furniture exports in Guangdong alone account for 50% of the country's furniture exports , and more and more private furniture companies basically focus on the export market. It should be said that exports are the basis for the survival of some Guangdong furniture. If Chinese furniture companies, especially Guangdong furniture, appear on the international market as independent brands, then this is exactly what we want. The problem is that most enterprises export in the form of OEM , that is, OEM, only focus on mass production, complete foreign orders on time according to the buyer's design plan, and do not pay attention to ' Chinese design ' and ' Chinese brand ' . With such development methods and enterprise strength Guangdong furniture is arguing against the rapidly rising northern furniture, Jiangsu and Zhejiang furniture, and striving to grab a share in the domestic market is obviously difficult to achieve. ' In addition, because the style and marketing model of exported furniture is different from the domestic market, Guangdong furniture's export experience is likely to become a burden. ' Beijing Market Association Home Furnishing Market The branch secretary Liu Chen said. Northern Furniture 'yell' one's opponent in Beijing, turn on the radio, you can often hear various furniture companies familiar with the ad; open the newspaper or turn on Beijing's major professional home site, the furniture brand Marketing activities are not uncommon. After careful observation, it is not difficult to find that most of the furniture companies that advertise and do marketing promotion are northern furniture brands, and rarely see Guangdong furniture brands. The industry believes that "the North is not necessarily better than the Guangdong furniture quality furniture, but northern Guangdong furniture brand furniture brand than good at crying." Thus, do not pay attention to branding is' drift north 'of Guangdong's third largest furniture to disadvantaged' Etiology ' . If a furniture company wants to become a well-known brand in the industry, it is difficult to achieve without considerable advertising investment and marketing. The Guangdong furniture brand, which has always liked pragmatism, is still reluctant to carry out brand promotion so far. Some insiders have analyzed that in the Beijing market, Guangdong Furniture has not achieved a position commensurate with the strength of Guangdong Furniture, but has a tendency to decline in status. If it continues to develop as above, it will only make the northern furniture stronger. Â
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