What caused the heroic end of the furniture industry

The advent of the digital era ended the King of Kodak film era; the rise of smart phones let Nokia undefeated the myth; now the furniture industry also ushered in his dynasty change. From 2013 onwards, the furniture industry began its transformation of the industry, mergers and acquisitions of stores, mergers and acquisitions of furniture factories, and closures. The decline of the royal furniture to the decline, the rich island fell to the throne of plate-type furniture, Huayuan Xuan IPO** failure ... ... What led to these previous industry ups and downs?

There are many reasons leading to these heroic endeavors of these furniture companies. If they really need to be detailed, they are not nearly comprehensive, but they will never deviate from these points:

Industry environment:

From the external environment, the entire environment of the entire industry is no longer the past clear. The furniture industry has entered its first year of development, breaking away from the fast-growing adolescent years and entering a period of stability. At this time, the furniture industry no longer accepts what consumers will accept, the market is saturated, and oversupply leads to oversupply and consumers. The increase in consumption levels and requirements has intensified the competition in this industry. At the same time, the rise in materials and the increase in labor costs have also added to the burden on companies. It is undoubtedly a big mark for enterprises that the furniture industry is undergoing a major reform and reshuffling process. It will succeed in following the pace in this tide, and reform and innovation will be successful; losing the direction and the failure of reform will also come to an end.

Many furniture factories and stores have closed down, one is the decline in sales; the other is the rise in rent, labor, materials and other costs. The depression in the industry environment has increased the market differentiation, natural selection and survival of the fittest.

Market control:

From the product point of view, it is the control of the market, resulting in the company's products are not the right way. Products that meet consumer expectations and gain consumer acceptance can be regarded as successful. The control of products, the first is a market survey, clear understanding of the needs of consumers, demand-oriented, combined with the development of social trends, and guide consumers. Furniture as a product to be developed and then sold first determines the importance of market research in the development of new products. At the same time, because the needs of consumers are volatile, product development should also be based on forecasts of markets and trends. reference. Successful brands always satisfy consumer needs on the one hand and guide consumer trends on the other.

The decline of Fortune Island is not without exception to the market control, according to Jiuzheng Building Materials Network, when Richland was still a leader in panel furniture, a large-scale expansion of the plant, increase the investment in panel furniture, must know, the market The panel furniture is no longer satisfied, and healthier, high-end slab wood and solid wood furniture have become consumers' favor. In this way, in the absence of clear control of the market and incomplete market research, blindly increased investment, resulting in declining sales later, the company could not make ends meet.

The internal factors of the enterprise also cause the decline of the company. Confucius said: My three provinces altogether are in my own country. Do you not trust with friends? Do not pass it? Correct perception and reasonable introspection are very important for each company. Success is a failure. For enterprises, introspection should start from two aspects: first, the concept of corporate leadership; second, the company's team building.

Leadership concept:

The concept of leadership determines whether the company can take the right path in the ocean of markets. The furniture industry is a traditional industry, and its low threshold determines that many leaders in the industry cannot keep up with the development of society. As far as the marketing model and brand promotion are concerned, it is very different from the past. In the 90s and afterwards, they became social, and became the main body of the society after 80s. This generation's life consumption habits and life philosophy are different from those before 70 and 60. Life is more concerned with enjoying and spending more accustomed to the network, which leads to the inability of the e-commerce model. Avoid the red fire. In comparison with the clothing and electrical appliances industry, the e-commerce in the furniture industry is still in the development and exploration period, but the overall trend is still relatively obvious, and the realization of furniture e-commerce will be the trend of the times. Many companies with forward-looking industries have also joined the test, but there are still many companies sticking to the traditional sales model, do not understand the electricity supplier. Opportunities are always reserved for those who dare to take risks. It is believed that on the day of full realization of e-commerce, these people who dare to eat the first batch of crabs will finally laugh.

Branding has received a certain amount of attention in the furniture industry. However, there are many companies that do not implement the system systematically. A brand-conscious company also has a brand trademark and LOGO. A good point will be to place some print ads in the industry media. Of course, there are also well-established brands in the industry. The publicity of the brand is relatively well-established, and advertising resources, public welfare, activity announcements, and other promotional resources are integrated to form three-dimensional communication, such as all-youth green public welfare, program sponsorship and Advertising, etc. With the continuous enrichment of new media and further increase in brand promotion channels, WeChat is now a popular marketing and promotion method. Many companies in the furniture industry have begun to try and have to say that in the Kingdom of Fortress, the slogan for prize collection has attracted many people's attention, and the amount of microblog reprints has reached 20,000 to 300,000. However, many companies’ WeChat platforms, such as the same stagnant water, have no push and no activity, and they become a further feature of the official website. The rational use of the WeChat platform can bring the distance between the enterprise and the consumer closer, whether it is the interaction and push of information, so that consumers can understand the company's dynamics and the latest product information, and enhance its stickiness.

Team building:

Team building is a good and bad measurement standard for corporate vitality. A good team, positive and progressive, can create a comprehensive development space for products and companies. On the contrary, a bad team and even the best products can make it demise.

The furniture industry is a scarcely talented industry. The speed at which a company trains a talented person is often not as rapid as the loss or job-hopping rate. Employment is a common problem in the furniture industry. A good team building must first be able to retain people and play the role of everyone in the team. Good at managing the team can often do a good job in the seven areas of communication, caring, motivation, trust, service, coordination and organization.

The furniture industry has heard a lot of declines and failures. We must also sum up the lessons learned by our predecessors in order to remain invincible in the industry reshuffle.