On the 13th anniversary of the Chongqing municipality, Chongqing Liangjiang New District was formally established on June 23, 2010. This is the third sub-provincial new district officially established after Pudong New District and Binhai New District in China, which marks another national level. The development and opening of key new districts are in Chongqing. According to the plan, as a pioneer area for the overall urban-rural comprehensive supporting reform experiment, the Liangjiang New District will focus on building an inland open economy and a modern industrial system, becoming an important inland advanced manufacturing base and a modern service industry base, and becoming an upper reaches of the Yangtze River. The center and the innovation center will be built into an important portal for inland opening and a demonstration window for scientific development.
What new development opportunities will Chongqing bring at the new starting point for the home furnishing industry? The Chinese home furnishing industry giant Red Star "Macalon's" Ask to Two Rivers "Chinese Home Furnishing Chongqing Opportunities" Forum pointed out: Chongqing Liangjiang New District's future 100 billion home furnishing market capacity will make it the consumption growth of the Chinese home furnishing industry in the next five years The fastest place. To this end, Red Star Macalline Investment has achieved the 1.2 billion investment just approved from the originally planned 250 million investment, and plans to open two more stores in Liangjiang New District in 2012.
At present, the Hong Kong Furniture Association has brought its brand as a whole to settle in another high-end home furnishing store located in Liangjiang New District, Juxinmei "Home Century City", a unique super-large five-star experiential home art shopping mall in Liangjiang New District. It is reported that the first phase of the mall's investment attraction successfully completed its expectations in just 2 months. Most of the settled manufacturers hope to turn the Liangjiang New District into a logistics center, distribution center, and display center, which will not only radiate the local market of Chongqing, but also extend to the entire western cities and the cities in the Yangtze River Basin.
Kunming-Acceleration: Qiu He effect is obvious
Qiu He, secretary of the Kunming Municipal Party Committee, has made great efforts to attract investment and built the expressway network in only one year. The transformation of the village in the city is quite strong, which brings opportunities for real estate follow-up industries including furniture. In addition, the Kunming municipal government has a greater tendency towards the furniture sales industry. Since the beginning of this year, Kunming's home consumption market has accelerated significantly, which has led to the expansion of the province's market space.
As the furniture manufacturing industry in Yunnan is still not perfect, it is inevitable to introduce good brands across the country to Kunming, including the entry of furniture brands from Shunde, Foshan and Shenzhen, which will upgrade the furniture market and thus sort out the entire furniture market in Kunming. In terms of levels, high, middle and low grades are allocated to make the entire sales industry prosperous.
At present, national furniture sales chains such as Red Star and Actual Home have entered Kunming, but because there are more than 6 million people in Kunming and the population growth rate is still accelerating, there is still room for market capacity, so enterprise competition can be healthy development of. After the old city of Kunming moved to the new city, all the furniture malls were planned to be located in the economic development zone of Guandu District of Kunming City, which is more conducive to the integration of the market.
In fact, with the development of transportation and tourism in Yunnan, the boundaries of markets in Yunnan are quite blurred, that is, the market of second- and third-tier cities is similar to the market of first-tier cities, and the acceptance of high-end and high-end furniture is high, and the taste of home furnishing is high. The requirements are also very high, which lays a good foundation for the successful replication of the Kunming market to the local.
Chengdu-Start: the formation of industrial clusters
Due to the strong support of the government, Sichuan Province has become the earliest successful case of building a furniture industrial park and testing the effective concentration of water industry. At present, the regional brands featuring "Chuan Pai" have begun to attract the attention of the industry and have already attracted attention from other industry clusters. There has been a clear distinction, and Chengdu Furniture Industrial Park, the largest industrial park in China, has become a successful model and a reference for the entire furniture industry.
Since 2001, related plans such as "Chengdu Furniture Industry Cluster Development Plan" and "Western (New Capital) Furniture Market Planning Outline" and other related plans have drawn a blueprint for the development of the furniture industry across the eras. In September 2006, the Chengdu Municipal Government officially named Xindu Furniture Industry Centralized Development Zone as "Chengdu Furniture Industry Park". The park is located in the adjacent areas of Xinfan Town, Longqiao Town and Banzhuyuan Town in the Xindu District, and is the center of the three major furniture production gathering areas in Xindu, Pengzhou and Chongzhou. The total planned area of ​​the park is 6 square kilometers, and it is located in the furniture industry manufacturing base and the household goods trade logistics distribution center.
The total planned area of ​​Chengdu Furniture Industrial Park is 9,000 mu, and its composition includes production, R & D, and business (including the next regional headquarters): The manufacturing project with an area of ​​3,600 mu has been basically completed and put into production, including 65 projects. Its industrial agglomeration and industry The advantages of the chain are beginning to show, and the development shows a good trend. The influence of the furniture industrial park has been expanded; the area of ​​100-200 acres is used to build R & D platforms; and the planned supporting land for commercial use is increased from the original plan of 1,000 acres to 5000 Acres of land. Among them, product display accounted for the largest proportion, about 3500 acres.
In recent years, this 5,000 acres of land has gradually become a hot spot for investors to compete for, and this year has begun to enter the investment stage. This land involves nine units. The global furniture CBD project occupies about 1,500 mu, which is independently built by Xiangjiang Group. The other 8 units, although unifiedly planned, form an independent area, with an average of 400-500 acres of land, and a few have an area of ​​100 acres. These lands have already appreciated without construction. At present, the home and home Sichuan brand furniture direct sales center and Aidengbao have laid the foundation and entered the investment stage. It is worthwhile to note that some investors after the store are from furniture companies. Obviously Sichuan companies have begun to try after a certain scale. Diversified operation and capital operation.
Shenzhen-Upgrade: Transfer and Transformation
The stimulating roller coaster has generally reduced retail sales of furniture brands by more than 30% since 2008. It is difficult to increase popularity during the all-weather promotional offers, which also heralds a reshuffle of the Shenzhen furniture industry.
In 2010, the total output value of the furniture industry in Shenzhen exceeded 100 billion yuan, an increase of more than 25% compared with 2009, and the export value was as high as 4.5 billion US dollars, an increase of 39% year-on-year. Ten thousand jobs. According to Hou Kepeng, Secretary-General of the Shenzhen Furniture Industry Association, such rapid development of the Shenzhen furniture industry "has originated from the entire industry to give" furniture "more connotation." Furniture companies in Shenzhen are "going up" step by step, paying more attention to design and R & D in production.
In 2010, furniture companies in Shenzhen have undergone major changes in terms of transformation, brand upgrade, social capital absorption, and industrial transfer. Especially under the initiative and participation of the Shenzhen Furniture Industry Association, very inland cities in the central and western regions of China have begun to plan a series of large-scale industrial bases. At the same time, they have also thrown olive branches to the furniture industry in Shenzhen. Shenzhen's new industrial structure began to operate, and the era of creating Shenzhen's "headquarters economy" was fully opened, which symbolized that the Shenzhen furniture industry began to enter a new era.
Dongguan-Turning: Spending time on the mainland market
It was a miracle from the hacking of state-owned factories and carpentry shops 30 years ago to the global market today. Dongguan furniture industry has therefore created a 20-year profiteering myth.
At present, there are more than 500 large-scale furniture manufacturing enterprises in Houjie, with an output value of more than 2 billion yuan. At the same time, 10 large-scale furniture professional markets have been built, with a total area of ​​more than 500,000 square meters. "Furniture Avenue" has a total length of nearly 5 kilometers and is a large-scale distribution base for furniture and machinery, materials and accessories. The "Famous Furniture Fair", which is held twice a year, is one of the largest, highest-grade and best-effect professional furniture fairs in Asia.
These achievements have been written on past transcripts, but under the impact of the international financial crisis, the overseas living space of Dongguan furniture companies has been compressed, and the development of the domestic market has become an urgent problem that more and more Dongguan companies need to face. Among them, brand building bears the brunt.
On August 10, 2010, with the support of the Dongguan Municipal People's Government and the Municipal Economic and Information Bureau, the "Dongguan Furniture" regional brand set sail with "Hefei · Dongguan Furniture" as the first stop. "Hefei · Dongguan Furniture City" has a construction area of ​​60,000 square meters, mainly selling middle and high-end furniture, and will open on April 30, 2011. Insiders in Dongguan hope that starting from Hefei · Dongguan Furniture City, this model will be used to open 20 “Dongguan Furniture†chain stores in Anhui and the whole country within 5 years.
Shunde, Foshan-Pass: the wandering manufacturing center
Longjiang is known as "China's furniture manufacturing center" and "China's furniture material capital". There are more than 1500 furniture manufacturing enterprises and more than 10,000 raw material sales enterprises; Lecong furniture market has a total area of ​​more than 2.8 million square meters, which houses more than 3,000 manufacturers and distributors at home and abroad, and displays tens of thousands of types of furniture. , Has a wide influence in the world furniture industry; Ronggui Town is known as the "hometown of Chinese furniture coatings"; Lunjiao Town's economy is based on woodworking machinery as the main production feature, and it is a major manufacturing center for woodworking machinery in China; Shunde's unique furniture production area The advantages also make Leliu's furniture parts production take shape. In turn, Leliu has a complete range of hardware accessories, and also provides furniture manufacturers with special components with a considerable level.
The advantages of industrial clusters make Shunde Furniture a pivotal position in the country. However, this unparalleled sense of superiority suffered a severe setback in the fierce competition in the domestic market in 2010.
Xu Baiming, Dean of the Shenzhen Furniture Research and Development Institute, believes that Shunde Furniture is currently in the final stage of the industrial cluster, and then there are three ways out: one is to highlight the encirclement, the other is to maintain the status quo, and the third is not down. Which one is left is still to be answered.
Hangzhou-Layout: Game between foreign chains and local stores
In the history of the development of the Hangzhou home store, 2010 was an extraordinary year. Whether it is the unprecedented "collection" and strength of the five major foreign chain distribution brands, or the offensive, defensive and expansion of local regional brands, it is worthy of being regarded as an important article in this year's Hangzhou home furnishing year-end inventory. In the cooperation and wrestling between foreign chain stores and local regional brands around the business district and distribution points, the Hangzhou home store has actually unconsciously pushed down a new round of reform and integration of dominoes.
Red Star Macalline Yifeng Store has a direct sales operation of Sichuan brand furniture. It cooperates with manufacturers to reduce the number of middlemen. The more advantageous price can not only attract consumers in Hangzhou, but also rely on the advantages of round-the-city, high-speed and provincial roads. The broad second- and third-tier markets around Hangzhou lay a solid foundation. According to the development plan of the Red Star Macalline Fujian and Zhejiang regions, new stores will be opened in 14 cities including Wuhu and Hangzhou within three years.
Even more foreign chains and local predators joined forces to break into the rivers and lakes. For example, the cooperation between Ouyada and Tianyi Group, a commercial real estate developer, Hangzhou Yuexing Home Furnishing Group, a real estate developer of Forte Group, and the home together with Hangzhou ’s local Guangming Group, all prove that "the business community has no eternal enemies. As long as the result is a win-win "legend.
In the face of many powerful opponents, there are such old brands in the Hangzhou home furnishing market. In 2010, they chose a defensive strategy based on adjustment and cultivation. But defense does not mean standing still. Defense is to better gather energy, fight back at the right time, and explode. Compared with competitors, the International Building Materials Museum is looking for a new mode of market operation that can achieve win-win results for all parties; Jiahaojia's sincere marketing with price lock-in and product guarantees makes consumers more willing to pay the bill; Hangzhou Decoration City Sword takes the edge: positioning parity At the same time, they are innovating new operation and marketing strategies in the market while subdividing the market.
In Hangzhou, the rapidly increasing market area and the decreasing sales per square meter confirm the fact that there is no shortage of home stores in this city. The foreign chain home furnishing market headed by Red Star Macalline, while rapidly setting up a chain network, also needs to achieve a disruptive breakthrough in the business model by refreshing the boundaries of business integration. The improvement of the integration of business formats, in addition to allowing consumers to carry out one-stop shopping to the end, for the store also born a new profit growth point. The richness and soundness of various benchmark stores have also promoted the "big home" speed of the entire industry.
Suzhou-Rise: The store enters the home business and goes out
At present, Likou in Suzhou, as the capital of China's Oriental furniture trade, is located in the economic center of the Yangtze River Delta. Not only is the transportation network developed, but also the consumption strength of the surrounding areas is strong. After years of development, Likou furniture industry can be described as increasingly large. At present, Likou has formed a furniture market of 1.5 million square meters. Almost all furniture companies entering the East China furniture market have offices here and have become East China Furniture. Product distribution center and warehouse distribution center in the market.
Some people say that "whoever wins East China wins the world" shows that Suzhou Likou's position in the furniture industry.
In addition to market advantages, Suzhou ’s furniture industry has also risen during many years of development. At present, the rise of a large number of Suzhou household enterprises, such as Sikexin, Xinhongji, and NASCAR, has continuously improved the status of Suzhou ’s furniture industry. Suzhou enterprises frequently participate in important furniture fairs such as Guangdong Furniture Fair, Shenzhen Furniture Fair and Shanghai Furniture Fair, which also makes the domestic furniture industry pay more attention to Suzhou furniture industry. More companies devote themselves to brand building, improve channel construction, take the brand route, and increase brand awareness in the industry.
In 2010, it promoted the local furniture enterprises in Suzhou to realize the strategy of “going outâ€; Suzhou International Furniture Fair was successfully held for two times by foreign enterprises in the East China market to improve their own market channels. Since the 2009 Suzhou Furniture Fair was held in China, The exhibition industry has created a miracle in the history of the exhibition industry, which has brought huge development opportunities to the furniture industry in the Yangtze River Delta. More than 300 new furniture factories have been created, resulting in a "labor shortage", and a "one store is hard to find" in Likou Furniture City The situation attracted the attention of people in the furniture industry across the country to Suzhou.
It can be seen that in the next few years, as the furniture industry and distribution center that is the key development in Suzhou, Likou furniture market will usher in a leap-forward development.
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