The flooring industry continues to advance under the trend

Speaking of the flooring market in the past two years, the majority of people's first reaction is the decline, downturn and other terms. Indeed, due to external factors such as property regulation, rising costs, and loss of manufacturing advantages, as well as the company itself, the flooring industry as a whole is concerned. The two years are relatively unrealistic indeed. However, in contrast to a few enterprises, they can continue to break through and advance in the contrarian. It is precisely because of this that the industry will not be stagnant. Regardless of the market conditions, the general trend is still moving forward in the "squeaky."

The store turns to perform "withdrawal of store tide"

For China's flooring industry, the chaos in the circulation industry has become an indisputable fact. Among them, the disruptive nature of the over-expansion of supermarkets has been particularly great, and has caused a series of problems that have caused the flooring industry to bear a heavy burden. In the context of the continuous expansion of hypermarkets, some chain stores rely on their influence to “kidnapping” companies. When a chain store and a company sign a cooperation agreement, they often require the company's brand to enter stores in stores across the country, thereby increasing the company's financial burden, so that companies are deeply "incorrectly placed on the store," the benefits do not rise but fall.

The flooring industry continues to advance under the trend

In the face of excessive expansion of hypermarkets, on the one hand, the costs of decoration, publicity, and operation and management are transferred to high-end rentals to merchants in the stores, making it difficult for businesses to make ends meet. In Beijing, the annual rent for furniture stores is as high as 67,000 yuan per square meter, and the annual rental for shops with 100 square meters is more than 700,000 yuan. The hypermarkets in Shanghai, Hangzhou, and Guangzhou are also very expensive in terms of rent; on the other hand, Due to the downturn in the industry, all the magnificent stores are frontier and unusually quiet. This “quiet” state makes it difficult to afford high-rent merchants, thus triggering a series of reactions such as high rents, refusal to pay rent, and cancellation of stores. .

Many home stores across the country staged an "understood shop tidal wave" in an upsurge. Take Shenzhen Meijilong, a Phuket red star, for example, nearly 30 merchants have been removed from the entire store, and the empty rent rate exceeds 10%. In fact, the withdrawal of the shop has started since the end of last year, but it was not obvious at that time, but this year, we will look at the store again and the brand has changed. According to industry insiders, there will be a large number of brands withdrawn after the “Jin 9 Silver 10”. This situation is even more serious in Chongqing. In the course of the visit to the home of the Erlang Store, the reporter went through a pavilion and had more than 19 stores suspended. The reporter opened a number of “being renovated” stores. In fact, it was only inside. Traces of leaving the scene, there is no shadow of renovation, the door posted "decoration construction permit" is only about five.

The export of floor companies was blocked to domestic sales and dilemmas

In the past two years, the cost advantage of China's manufacturing industry has weakened, coupled with the rise in raw materials and labor costs and the rise in the value of the furniture. This year's furniture export enterprises have experienced difficulties. Some raw materials such as furniture plates, paints, glues, etc. have risen across the board, with the highest rate exceeding 50. % increases the company's operating costs. Furniture exports have already been hit hard. Recently, the “Wood and Wood Products Regulations and New Environmental Design Directives” formally passed by the European Union has once again given a blow to export companies. In addition, the United States Senate passed the "Composites Wood Products Formaldehyde Standards Act," which was formally implemented on July 1. The new act reduced the amount of formaldehyde released from wholesale wood products sold in the United States, and hit the Chinese furniture export enterprises one after another. Bring great challenges.

Under this circumstance, export companies have to start targeting their strategic goals for domestic sales. Are exporters who are used to relying on foreign orders to shift their domestic enterprises to the domestic market? Will there be "acclimatization"? This series of problems also followed.

Liu Hao, a person in charge of a floor company in Hubei, said that export orders are usually profitable for every transaction, but after converting to domestic sales, furniture companies need to open up the market. In the market cultivation period, they have to invest mainly, so exports to domestic sales in the short term Hard to profit. He also said that the export products are mainly designed for the needs of overseas consumers. After turning to the domestic market, it is very likely that there will be problems with soil and water. “For companies that are used to exporting products, they will face difficulties and challenges in the process of transferring domestic sales.”

Baotuan Affiliate Marketing Difficult to Seek Common Progress

Liu Chen, secretary-general of the Beijing Marketing Association’s household branch, used the “glacial period” to describe the current home market environment. This has given affiliate marketing an absolute advantage, which has greatly attracted consumers and increased sales. On September 1-2, 2012, Cheng Chengcheng teamed with the 21 members of the Beijing School Furniture Federation to hold a presidential signing sale to allow consumers to enjoy the “best price” after discounting. This "Blasting Marketing" has created a huge sales platform for the furniture companies in the industry's ice age, and provided an opportunity for sales. It is equal to oxygen and blood transfusion for enterprises. All enterprises in the alliance will fully support this event. Chengwai Cheng, deputy general manager of Liu Yang, said that Cheng Chengcheng’s affiliate marketing is undoubtedly a rare opportunity to seize market share and give back to consumers.

The term “union” began to flourish in the household sector. The reporter found that in the current market downturn, businesses are keen on new models of affiliate marketing. They also said that affiliate marketing may become a new trend for many companies to get rid of market difficulties. Marketing The new breakthrough will also intensify market competition.

The practice of forming a furniture alliance brand seems to be more popular and Shunde is not the first one. According to the Shunde Family Association, from the Shenzhen Family Association to the Guangdong Chamber of Commerce, to the subsequent Dongguan furniture, the Chuan school, the Beijing school to the Zhejiang school, and even the Jiangxi Nankang, a brand alliance has been established. After the formation of the alliance, these regional advantages will be strengthened. . This grouping practice is mainly to break the restrictions of the local market and form a strong "cohesion force" to jointly enter the other market and gain more shares. This is also another positive under the furniture but under the market conditions. Enter the "action."

In summary, there are no absolute advances and retreats. On the surface, some seem to be retreats, but in reality it is the best way to seek "retreat advancement." Some of them seem to be in progress. They may actually rule out the appearance of vanity and talk about actual performance. Up, but it is back. But no matter whether it enters or retreats, the trend of the industry is always going forward. Companies are always working hard, so there is hope.