Real estate community, home store, investment exhibition, training site, product exhibition... These occasions can now see the busy figure of furniture sellers. It can be said that in the current Chinese furniture industry, furniture sellers should be regarded as the busiest. a group. However, corresponding to the busyness of the sellers, the industry is very concerned about the "shuffle theory" of furniture sellers. As a total of more than 150,000 people (calculation method: 1000 municipalities in the municipality, 400 in the provincial capitals and prefecture-level cities, 20 in the county-level cities, 10 in the county), and the dealer group with huge economic impact, after passing through After 10 years of high-speed development and 6 years of adjustment, in the face of various predictions of the industry, how to choose the future path? Pain after emergency braking From the brand franchise to the expansion of chain home stores, the Chinese furniture industry, driven by the traditional model, grew from 1.08 billion yuan in 1978 to 1.13 billion yuan in 2012. China has become the world's largest furniture manufacturing country. At the same time as the rapid development of China's furniture industry, a large group of furniture sellers came into being. The future of Chinese furniture sellers From 1998 to 2008, it can be said that the Chinese furniture industry has developed rapidly for 10 years. The economic development has driven the huge demand in the home market. During this period, China's county-level and above cities have begun to have large-scale home stores. At the same time, the demand for brand chain expansion of furniture companies has become stronger, and the common development needs of stores and enterprises have created. The development opportunities of furniture sellers. Under the rapid development model of this market, manufacturers, logistics companies and sellers promote each other, and the scale of the entire furniture market is constantly expanding. But since 2008, this relatively balanced industry expansion model has begun to be challenged. In 2008, the domestic economic situation began to adjust, which also directly affected the development of the entire home market, and this impact has continued to this day. In addition to the changes in the big environment, the furniture industry has begun to appear new, the most obvious is the expansion of the chain home store. There is a set of data to illustrate this expansion momentum: in 2008, the domestic home chain giant Red Star Macalline has about 40 stores in the country, including 16 self-operated stores. It is also in this year, Red Star Beauty Kailong accepted the first round of financing and has since expanded at a rate of no less than 10 new open stores per year. This expansion of Red Star Macalline is a microcosm of the expansion of the entire Chinese home chain store. As of mid-November 2014, there are about 120 Red Star Macalline and 100 Home Furnishings in the country (November 15th, The 100th store in the home of Lanzhou Wanjia Yanbei Road opened, 25 moon stars, 18 Ouyada, in addition to the above-mentioned chain home stores, the entire Chinese home market also includes many regional chain stores and local homes. Store. Moreover, the distribution of these large chain stores, including the total number of East China and North China, exceeds 250, accounting for more than 65%, and is basically concentrated in first- and second-tier cities (municipalities, provincial-level cities). This directly caused the concentration of home shopping malls in the target area. From 2008 to now, it is precisely the region that has received the most policy and market influence. Under the influence of two phases, the operating pressure of furniture sellers has suddenly increased. The regional concentration of the store and the shock of the upstream market are the first to bear the brunt of the influence of furniture sellers. The sales are sluggish and the cost is high, which directly leads to the big change of the furniture sellers since 2008. In addition, the internal operations of the store have also had a considerable impact on furniture sellers. The shock in the home market has led to a significant shift in business in the entire furniture market. One of the most obvious examples is the one in the category of solid wood furniture, and the brand structure of the store is constantly moving closer to it. This unbalanced investment strategy of the store has also accelerated the internal friction between furniture sellers to some extent. In addition to the problems faced by traditional channels, the development of emerging channels has also caused many sellers to feel the chill of the bursts. Just past the double eleven, if the rise of the online furniture brand Lin's wood industry 320 million yuan sales just let the majority of furniture sellers once again feel the tremendous power of the network, then the traditional furniture brand all-you-home over 100 million Yuan’s sales, sales of 50 million yuan in the 2 hours before the end of the pre-sale of Gujia Home, and sales of 54.48 million in Yalan’s home, let the majority of furniture sellers really feel the pressure of the channel. After all, their own market is Built on the management of these traditional brands, and now these brands seem to have relaxed signs of dependence on their own channels. The future of Chinese furniture sellers: adhere to, adjust, change In the face of the development of the overall environment and the industry environment, the whole industry agrees that furniture salesmen can no longer follow the past business ideas, and changes are inevitable. In view of the development of furniture sellers in recent years, there are many options for the future development of furniture sellers. 1. Continue to deepen the market by relying on traditional channels For furniture sellers, the traditional channel model is still in an expansionary state, which means that the market potential of furniture sellers is still very large, but the original market environment has indeed changed, in this situation, If the furniture seller chooses to continue to adhere to it, it must make corresponding adjustments. (1) Adjusting operational ideas In the process of contact between the author and the furniture seller, some sellers will complain that the market is difficult to do, the store operation cost is high, and even some dealers finally choose to leave because they can't make ends meet. However, compared with the extreme situation of exiting the market, there are still many furniture sellers who can respond positively in the face of market adjustments. Take a furniture seller in Nanjing, Jiangsu Province as an example. When the market first appeared to be shaking, the dealer took the opportunity to get several brands suitable for the market, and concentrated in a store, and also gained more in the store rent. Offer. At the same time, the seller actively cooperates with the relevant media. Since the brand of the seller's agent is differentiated from the style and material, each group purchase activity can be harvested a lot. The dealers who operate Guangdong Banmu Furniture in a prefecture-level city in the central region have changed the traditional “sit-and-wait†mode and actively explored the market of the subordinate counties in the city, which has never been adopted by local furniture sellers. Market approach. The seller adopts the “inside and outside promotion†model, and at least one large group buying meeting will be held every month. Externally, before each group purchase meeting, the seller and subordinate staff will go deep into the residential buildings in the following counties to carry out ground promotion; when the group purchase meeting is held, the bus will be arranged to transfer the intended consumers to the store; After the end, the consumer will be sent back. Internally, each time the group purchase meeting, the entire store will be created to create a festive atmosphere, and all kinds of gifts will be placed in the store, the preferential price tag is also very eye-catching, in order to maximize the consumer's desire to buy . In this way, the dealer's sales are not only in the forefront of the long-term sales, but also its brand is also recognized by local consumers. (2) Keep up with market hotspots Although many furniture sellers are feeling the downturn in the market, if you carefully study the furniture market in China in recent years, you can still find a lot of highlights. For example, from custom closets to high-end custom, to home soft furnishings, and increasingly smart homes, these have already set off one market after another, and their market demand is very strong. As far as I know, when the market was unstable in the past few years, many senior furniture sellers chose to adjust their business. For example, a Nanjing-based seller of high-end panel furniture chose to enter the high-end custom furniture field. It avoided the subsequent plate furniture crisis and continued to maintain its benign development. 2. Establish own brand, transform brand operation Furniture sellers build their own brands and operate them. This model is relatively mature abroad. Many domestic furniture sellers went to the US market in the past two years. This kind of furniture operation mode is very important for the United States. Although this mode of operation is currently rare in the domestic market, this does not prevent furniture sellers from moving in this direction. (1) Relying on emerging channels to establish brand operations In China's traditional furniture channels, although furniture sellers are the final part of product sales, but throughout the system, furniture sellers have neither brand ownership, store ownership usually does not belong to themselves, and this is why furniture sellers always think One of the important reasons why you don't have an industry advantage. During the rapid development of the market, due to the profitability of the sellers, there is not much resistance to this situation. However, as the market begins to adjust to the adjustment period, the traditional operating model causes all market risks to be concentrated on the seller's body - the company pays the goods and then delivers the goods, and the store rents are correct. This means that only the market pressure of the seller is the biggest, and the emerging channel of e-commerce has made the furniture sellers see hope. In 2009, the furniture industry began to rise in e-commerce, and with the successful operation of Qumei Furniture E-commerce, furniture dealers of traditional channels began to pay attention to this emerging channel model. However, the relationship between sellers and traditional channels is doomed to contradictions. Many furniture companies banned sellers from entering the e-commerce market at that time, and the fines were fine. The heavy publicity even canceled the regional brand agency qualifications, including the current e-commerce At the time, Gujiajiao, which started from the water, also strictly prohibited its dealers from entering e-commerce. On the other hand, the situation at the time can actually find out the reasons: furniture companies use brand agency system, each seller has a certain market sales range, and e-commerce breaks through the traditional market area restrictions, which is absolutely impossible for enterprises. Tolerant. However, in the face of market pressure, many furniture sellers have chosen the road to self-help. Since it is impossible to move the brand of the agent to the Internet, many sellers simply build their own brands. The author has contacted two furniture sellers in Anhui and Henan, and they have chosen to continue to operate the existing brand. Online operation, and this mode of operation is relatively mature: the source of the product can choose the foundry, and choose a large domestic e-commerce platform to settle in, local consumption can be solved by its own channels, if it is ordered in the field, cooperate with foreign dealers, Or directly let local logistics solve. For many furniture sellers, this kind of self-owned brand and the choice of e-commerce channel development model is still very operative, because its requirements for the brand's operational ability are not very high, but also have ready-made The channel and offline service model are also quite mature. The only thing that furniture sellers have to do is the early market accumulation. (2) Relying on traditional channels to establish brand operations If furniture sellers establish their own brands and rely on emerging channels to operate the market, then the way furniture dealers rely on traditional channels and establish brand operations is a completely different level of development. Compared with the self-built brand incorporated into the e-commerce channel, the establishment of its own brand into the traditional channel, has higher requirements for the seller: from financial strength to brand operation, from product design to production supply, from store design to terminal sales, All of this requires a full solution from the furniture seller. At present, this situation exists in Nanjing, Jiangsu, Jining, Shandong, and Suzhou, Jiangsu. For the seller, as long as the conditions are met, it is also an effective development model. 3. Discover new models based on your own situation When the Chinese furniture industry is in a period of rapid development, few people will think about the business development model of the Chinese furniture industry. However, after several years of adjustment, many people in the industry are thinking about where to go for the Chinese furniture business model. The Chinese-style home channel model, which uses the home store as a platform, is significantly different from the mature European and American furniture market. And this naturally becomes the focus of industry discussions. For furniture sellers, if conditions permit, they can also try foreign home channel models to promote their next development. (1) Transformation service provider The furniture industry service provider, in a strict sense, should be a city in the furniture industry in Europe and America. 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