Looking back at the market situation in the first half of 2011, we found that “big home†has become the key word in the home industry. Many home stores and businesses are on the road to “big homeâ€. What is the reason why many people are still discussing the path of “professionalism†or “diversificationâ€, some people have turned their backs on "The era of big home"?
The popular understanding of "big home" is big and complete. So in the home business, how do you understand the concept of "big home"? Do you need a certain "qualification certificate" to embark on the "big home road"? On this road, what problems do we need to solve?
Interviewed guests: Vice Chairman and President of the City Window Furniture Zhao Jiaxuan [Reporter] Mr. Zhao, Hello. The theme of our interview is “big home integrationâ€. How do you think about “big home integrationâ€, what is called “big home†in your understanding?
[Zhao Jiaxuan] Before answering what is "big home", I want to talk about fusion first. In the past 1-2 years, the topic that the association has been discussing is "integration and win-win", how to integrate several links designed by furniture companies. Get up, everyone achieve a win-win situation. For furniture companies, I think that the small “big home†should include three aspects, which are related to the manufacturers of furniture, the distributors in the circulation field, and the retailers of the terminals. These three sections should be like one family. , inseparable, in addition, these three sections are each divided. In the past one or two years, there have been some discordant voices, but I believe that the three of us should not be in a state of mutual game before, and we should join hands and face difficulties together.
Because of the regulation of real estate this year, because of the macroeconomic situation, everyone’s days are not good. Furniture sales were blocked, and everyone's increasing speed has slowed down and even experienced negative growth. But everyone is still confident, because our industry is "evergreen industry".
But now our industry does have problems. The biggest problem is "disorder". Another problem is that supply exceeds demand. Now inflation is very serious, and all prices are rising, but why can't furniture raise prices? At present, many furniture are sold at a low price.
The market is sluggish and everyone is in a bad situation. This requires us to protect our business and achieve orderly competition. For manufacturers, everyone must increase the intensity of research and development, design products, learn to protect their intellectual property rights, and strive to build their own brands, do not copy each other. Plagiarism is now a bit serious, especially now that there is a web platform that provides a better "opportunity" for fraud. Like the window of the city, many people are currently fake products that sell windows in the city. With this opportunity, I will declare it again. The window of the city window sells the window furniture store of the city window except Taobao Mall: http: @cityw.tmall.com, all others are fake. In addition, channel vendors should also regulate themselves. We have seen that the expansion of home furnishing stores in recent years is very strong, and some independent stores and direct-operated stores of furniture companies are also increasing. This is actually to meet the demand and meet the needs of consumers to select and purchase. However, the market area has indeed Large, now Xiamen has a resident population of more than 1 million, and the store area has reached more than 1 million square meters, with an average of 1 person and 1 square meter, which seriously exceeds market demand. Hangzhou is also a good market in Hangzhou in the past, but now it is difficult to open a new store in Hangzhou. Opening a store is the last word of the channel. We can't interfere. We can only suggest that I would advise them not to build a store, to distinguish between cities and sinking channels, and to open a suitable and appropriate number of stores in suitable places to form a benign circulation. channel. It is not normal for agents to have a bad time now, even at a loss-making business. Furniture companies and channel operators must rely on them. If hundreds of thousands of people are doing things, if the long-term losses, the entire furniture industry will be affected, therefore, we should protect our dealers. For manufacturing companies, it is necessary to start their own brand, let the agents have confidence to operate the brand, and the channel dealers have established a good circulation order. The policy includes the opening area and the quantity to give the dealers the right to choose independently. Should be united to jointly maintain the healthy development of this industry.
[Reporter] This is a fusion of the upstream and downstream industry chain of the furniture industry. Another concept of the big home is to cross the border in the whole home industry. For example, the original furniture companies started to make flooring and bathroom products. What do you think of this phenomenon?
[Zhao Jiaxuan] I think this phenomenon will be related to consumers. Consumers demand one-stop shopping and humanized shopping. The furniture company has the ability and strength to do deep in the home field, so this " The trend of big home is inevitable. For example, in addition to finished furniture, we also do the whole wardrobe and cabinets, which are mainly made for customization. This is based on our production capacity and mature sales channel resources, we can make products deeper. I don't think this should be called diversification. Some home appliance companies and clothing industries cross the border to our furniture industry, which is diversified. After we integrate resources like this, it is more convenient for consumers. In our store, consumers can not only see our finished furniture, but also customize according to their own needs, and can do it on the basis of finished products. Reference, it is easier to achieve the effect of consumer personalized needs, I think that after the integration of resources, it is absolutely convenient for consumers, the way to allow consumers to recognize, must be the trend of future development. And I think this is indeed a natural development result, and it is an inevitable phenomenon. Some big furniture companies like Red Apple, the Federation, and Xingli are already doing this.
[Reporter] How do you think that Haier and Midea have entered the home industry? What impact will it bring to our industry?
[Zhao Jiayu] I think that to do cross-industry, it is mainly to consider the influence of the brand. Haier and Midea are brands that have a considerable influence in the home appliance industry and in the minds of consumers. They enter the home furnishing industry, mainly relying on the influence of their own brands. The beauty of the overall home has just come in, mainly to do some cabinets and other products, and its original kitchen appliances are very relevant products. Haier came in, its main mode is to cooperate with furniture companies to OEM products, it seems to be in cooperation with Huayuanxuan. They are still in their infancy, but they are powerful and capable companies, so the future development should be very fast. As far as the impact on the furniture industry is concerned, I feel that there is competition to grow. They come in to bring some pressure to the furniture companies, but it is competitive to push the industry to new heights. Therefore, they are welcome to take advantage. Resources are entered.
[Reporter] Big home is a trend, but now it is in its infancy, what difficulties will furniture companies face when they want to be a big home?
[Zhao Jiaxuan] I think that for the window of the city, we must be personalized, don't follow the trend, don't blindly, insist on our own design and originality. We are now making overall customization, mainly from melamine plate to solid wood furniture. The modern style develops into the classical style and adheres to our own ideas. The second is to realize the whole resource and make the customization. We must make use of the existing finished furniture production line and combine the two to realize the optimal utilization of resources.
The popular understanding of "big home" is big and complete. So in the home business, how do you understand the concept of "big home"? Do you need a certain "qualification certificate" to embark on the "big home road"? On this road, what problems do we need to solve?
Interviewed guests: Vice Chairman and President of the City Window Furniture Zhao Jiaxuan [Reporter] Mr. Zhao, Hello. The theme of our interview is “big home integrationâ€. How do you think about “big home integrationâ€, what is called “big home†in your understanding?
[Zhao Jiaxuan] Before answering what is "big home", I want to talk about fusion first. In the past 1-2 years, the topic that the association has been discussing is "integration and win-win", how to integrate several links designed by furniture companies. Get up, everyone achieve a win-win situation. For furniture companies, I think that the small “big home†should include three aspects, which are related to the manufacturers of furniture, the distributors in the circulation field, and the retailers of the terminals. These three sections should be like one family. , inseparable, in addition, these three sections are each divided. In the past one or two years, there have been some discordant voices, but I believe that the three of us should not be in a state of mutual game before, and we should join hands and face difficulties together.
Because of the regulation of real estate this year, because of the macroeconomic situation, everyone’s days are not good. Furniture sales were blocked, and everyone's increasing speed has slowed down and even experienced negative growth. But everyone is still confident, because our industry is "evergreen industry".
But now our industry does have problems. The biggest problem is "disorder". Another problem is that supply exceeds demand. Now inflation is very serious, and all prices are rising, but why can't furniture raise prices? At present, many furniture are sold at a low price.
The market is sluggish and everyone is in a bad situation. This requires us to protect our business and achieve orderly competition. For manufacturers, everyone must increase the intensity of research and development, design products, learn to protect their intellectual property rights, and strive to build their own brands, do not copy each other. Plagiarism is now a bit serious, especially now that there is a web platform that provides a better "opportunity" for fraud. Like the window of the city, many people are currently fake products that sell windows in the city. With this opportunity, I will declare it again. The window of the city window sells the window furniture store of the city window except Taobao Mall: http: @cityw.tmall.com, all others are fake. In addition, channel vendors should also regulate themselves. We have seen that the expansion of home furnishing stores in recent years is very strong, and some independent stores and direct-operated stores of furniture companies are also increasing. This is actually to meet the demand and meet the needs of consumers to select and purchase. However, the market area has indeed Large, now Xiamen has a resident population of more than 1 million, and the store area has reached more than 1 million square meters, with an average of 1 person and 1 square meter, which seriously exceeds market demand. Hangzhou is also a good market in Hangzhou in the past, but now it is difficult to open a new store in Hangzhou. Opening a store is the last word of the channel. We can't interfere. We can only suggest that I would advise them not to build a store, to distinguish between cities and sinking channels, and to open a suitable and appropriate number of stores in suitable places to form a benign circulation. channel. It is not normal for agents to have a bad time now, even at a loss-making business. Furniture companies and channel operators must rely on them. If hundreds of thousands of people are doing things, if the long-term losses, the entire furniture industry will be affected, therefore, we should protect our dealers. For manufacturing companies, it is necessary to start their own brand, let the agents have confidence to operate the brand, and the channel dealers have established a good circulation order. The policy includes the opening area and the quantity to give the dealers the right to choose independently. Should be united to jointly maintain the healthy development of this industry.
[Reporter] This is a fusion of the upstream and downstream industry chain of the furniture industry. Another concept of the big home is to cross the border in the whole home industry. For example, the original furniture companies started to make flooring and bathroom products. What do you think of this phenomenon?
[Zhao Jiaxuan] I think this phenomenon will be related to consumers. Consumers demand one-stop shopping and humanized shopping. The furniture company has the ability and strength to do deep in the home field, so this " The trend of big home is inevitable. For example, in addition to finished furniture, we also do the whole wardrobe and cabinets, which are mainly made for customization. This is based on our production capacity and mature sales channel resources, we can make products deeper. I don't think this should be called diversification. Some home appliance companies and clothing industries cross the border to our furniture industry, which is diversified. After we integrate resources like this, it is more convenient for consumers. In our store, consumers can not only see our finished furniture, but also customize according to their own needs, and can do it on the basis of finished products. Reference, it is easier to achieve the effect of consumer personalized needs, I think that after the integration of resources, it is absolutely convenient for consumers, the way to allow consumers to recognize, must be the trend of future development. And I think this is indeed a natural development result, and it is an inevitable phenomenon. Some big furniture companies like Red Apple, the Federation, and Xingli are already doing this.
[Reporter] How do you think that Haier and Midea have entered the home industry? What impact will it bring to our industry?
[Zhao Jiayu] I think that to do cross-industry, it is mainly to consider the influence of the brand. Haier and Midea are brands that have a considerable influence in the home appliance industry and in the minds of consumers. They enter the home furnishing industry, mainly relying on the influence of their own brands. The beauty of the overall home has just come in, mainly to do some cabinets and other products, and its original kitchen appliances are very relevant products. Haier came in, its main mode is to cooperate with furniture companies to OEM products, it seems to be in cooperation with Huayuanxuan. They are still in their infancy, but they are powerful and capable companies, so the future development should be very fast. As far as the impact on the furniture industry is concerned, I feel that there is competition to grow. They come in to bring some pressure to the furniture companies, but it is competitive to push the industry to new heights. Therefore, they are welcome to take advantage. Resources are entered.
[Reporter] Big home is a trend, but now it is in its infancy, what difficulties will furniture companies face when they want to be a big home?
[Zhao Jiaxuan] I think that for the window of the city, we must be personalized, don't follow the trend, don't blindly, insist on our own design and originality. We are now making overall customization, mainly from melamine plate to solid wood furniture. The modern style develops into the classical style and adheres to our own ideas. The second is to realize the whole resource and make the customization. We must make use of the existing finished furniture production line and combine the two to realize the optimal utilization of resources.
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