Furniture brands build excess dealers

In order to comprehensively and truly understand the operating status of the domestic pan-home dealers, the Shenzhen Asia-Pacific Media Group used a lot of manpower and material resources in the fourth quarter of 2011 and the fourth quarter of 2012, and launched a carpet-type deal for dealers in the domestic pan-home industry stores. survey. The survey found that whether it is a first-tier or second-tier city or a third-tier or fourth-tier city (including the county seat), the furniture distributors have a serious excess, and this has led to a lot of industrial chaos, which seriously interfered with the normal development of the furniture industry.

 

The furniture brand has caused a surplus of dealers

 

As we all know, in the past two decades, China’s furniture industry has been developing by leaps and bounds. In 2006, exports reached US$17.4 billion, accounting for one-fifth of global furniture trade, becoming the world’s largest furniture exporter; at the end of 2010, Chinese furniture The total output value exceeded one trillion, ranking first in the world, second only to food, clothing and household appliances, and it has become China's fourth-largest category of consumer goods. Such a huge "industrial cake" in the Chinese furniture industry has seduce many "eaters". Ever since, we have seen large and small furniture dealers holding countless furniture brands flooding the market, making people dazzled. The serious surplus of furniture dealers directly led to a serious excess of furniture production capacity. Pan Li, a veteran of the home furnishing industry and chairman of Asia-Pacific Media Group, said at the Asia-Pacific Economic Forum that there is a common problem in the pan-family industry. When a certain industry or a product is profitable, everyone will desperately flock to it. . This "Chinese characteristics" is particularly evident in the pan-home industry. In the furniture industry, 40 to 60 brands are saturated, but now there are hundreds of brands. Once companies face the test of survival, they will fight a price war, or find ways to reduce costs, thereby reducing product quality and getting caught in a vicious circle of vicious competition. In the furniture industry, this phenomenon of branding is tantamount to lifting one's own feet, and it is still the manufacturers and distributors who end up swallowing the bitter fruit.

 

More than one card "married" leads to surplus dealers

 

People who often visit furniture stores will find that the same brand of furniture will find the shadow of “total distribution” in multiple hypermarkets or specialty stores in the same area. Some general distributors also represent several brands and open one. Or a few of their own branches directly led to the partial “surplus” of dealers operating the same brand. Why do you find multiple brand agents in the same area? Production companies and distributors have their own claims. At present, the retailers have repeatedly increased rents again and again, so that the cooperation between furniture manufacturers, furniture dealers, and stores will lead to falling into ice storms at any time. Therefore, forcing furniture manufacturers or furniture dealers had to adopt a strategy of pedaling two boats or three caves in Rex. At a large home store in Shenzhen, a boss who has had more than a decade of experience in furniture production told the author that the reason why I would find several different dealers in several stores not far from the same location is actually completely helpless. For example, I was worried that one day, one of the stores would suddenly become “perverted” to increase the rent, so that I still had a few others to do. In addition, many brands have many branches for competition and I have to do so. So we will see an interesting phenomenon. At a certain location, when you see a furniture store opened, you will soon have a few “put together” to open up. So you will see everywhere selling furniture.

 

Counterfeit brands lead to excess dealers

 

In business, mercy is the rule that runs through the beginning and end of the sale. This will be reflected more fully and comprehensively in the case of furniture dealers operating fake counterfeiters. When a certain brand of furniture or a certain type of furniture market is promising, there will be many “fans” right away. The performance is as follows: First, dealers are self-owned. Found that some brands of furniture sold, a large number of illegal dealers are rushing, they provide drawings, specify the local factory processing, and then the “cottage” as a genuine sale. Second, dealers are "small" and big. Because the same furniture will make the price double or even higher because of the brand's sake, so many furniture dealers put the product with a slightly lower price on the brand furniture label, and they enter the hypermarket or chain store. Third, the dealer moved to pick flowers. Many furniture dealers produce foreign branded furniture locally. Dealers think that although they are immoral in doing so, but the product "counterfeit is not shoddy," the dealer admits, we do not do this, the customer went to someone else's home order. Fourth, dealers hang "sheep" head to sell dog meat. Now almost into any furniture store, Tiffany, Armani, Sophie Marceau, Hilton and other "foreign name" can be seen everywhere, true and false is difficult to distinguish, not only caused the proliferation of foreign brands "furniture market", but also caused a corresponding There is a large surplus of these "foreign-brand" dealers.

 

Oversupply of furniture dealers "injures" the furniture industry

 

For China's furniture industry, the chaos of the current circulation industry has become an indisputable fact. Among them, a serious surplus of furniture dealers and triggered a series of problems can not be overlooked, it makes the recovery of the furniture industry bear a heavy burden. If this surplus is not effectively adjusted, the future of the furniture industry is really worrying.

 

First, the price war is inevitable. Imagine that, in terms of the furniture industry, accommodating dozens of brands has become saturated, and now hundreds of brands are everywhere. Once companies face the test of survival, there is still no way to fight against price wars. Or is it trying to reduce costs, thereby reducing the quality of products and getting into a vicious circle of vicious competition? Manufacturers have played a price war, dealers do not discount almost nowhere to be found.

 

Second, we did not have to do anything to "get in." In many furniture stores, due to the large number of similar products, it is often a customer who is rushing to “grab”. For example, when a customer comes out from a shop, he goes to a store next door, and the sales staff in the previous store or follow. Or peering through the window, not only makes the customer very uncomfortable, but also makes the two businesses reveal each other short, mutual slander, the result of who's business did not make it.

 

Third, counterfeit cards have caused endless damage. It is said that at the Milan Furniture Fair, there are notices on the booths of many foreign designers and design companies: Chinese people are not welcome. Because Chinese people will copy it too. Manufacturers of furniture companies often say that the high cost of research and development has caused them to lose their advantages in terms of cost-effectiveness, and that product development will be rapidly cloned by various Ligui furniture. Coupled with plagiarist selection of raw materials without any taboos, has become a serious obstacle to the development of the furniture industry.

 

Solve the problem of excessive surplus of furniture dealers

 

In the past few years, due to the furniture supplier's "accidents" has brought a lot of influence to the furniture industry. Last year, the "Da Vinci Incident" broke out, so that high-end brand furniture dealers are widely questioned by consumers; Hangzhou consumers spend 18 million from the dealer's hands to buy Luyang Hansen high-end furniture actually used cardboard processing; recently, double Ye Furniture sued Lai's furniture to the court, saying that Lai’s infringed its right to design... It is evident from the chaos in the furniture industry. Originally due to the regulation of the housing market, the consumption of furniture was severely suppressed, coupled with the continuous rise in labor costs and raw material prices, which has made the furniture industry difficult to develop. If dealers add to chaos, this will undoubtedly worsen the furniture industry. In such a situation, solving the surplus problem of furniture dealers has become urgently needed. On the one hand, the furniture industry dealers need to come up with a big shuffle, survival of the fittest, dealer oligarchs, and improved service levels. On the other hand, the government must guide the furniture industry. Now that the furniture industry wants to develop well, it is far from enough for the furniture industry to solve its own problems in development. It is bound to require a series of “combination punches” such as government guidance, association regulation, and industry self-discipline. Furniture manufacturers and furniture distributors must also work hard to improve their own business level and use innovative measures to stimulate production and sales. Only in this way can they bring real profits to promote the healthy development of the industry.