2008, chinese furniture industry will enter concussion period, volatile growth ends, market competition aggravate, the plunder aggravate of industrial resource, company growth will enter the state that slow growth perhaps glides. Market competition will enter extruding state.
Competitive power condition asks furniture company completes the transition that the enterprise manages quickly nearly two years, position of the network that finish.
The expression of concussion period has 4:
One, furniture export business turns sale in domestic market, plunder market cake
Chinese furniture exported 22.6 billion dollar 2007, guangdong occupies 40 ％ of the whole nation, amount of furniture sale in domestic market amounts to 377 billion yuan of RMBs, among them only sale in domestic market of Guangdong province furniture achieves 95.5 billion yuan of RMBs, grow 32.64 ％ than 2006. Big fight is spreading out the grows extent enough to see Guangdong company transition in market of sale in domestic market in full blast, and this to home market, criterion enough formed “ wolf the 2nd times to come ” ! We if, guangdong enterprise raises the big flag of ” of market “ northern expedition, or it is combination, or it is Chan Bing fight, this will bring enormous pressure to domestic furniture market!
2, protruding of strategy of big media old ad shows, brand of contention furniture industry the first a group of people of same interest
Begin from 2006, the CCTV brand that heads with complete friend makes a group be born in furniture industry. Actually furniture brand advertises in CCTV is from go up 90 time end begins the century, but basically putting in means is suit and column more, time paragraph poor, low-cost, frequency second less. And at present of this one phase put in bold however, heroic spirit much. 06-07 year, of individual business put in the forehead to spend had passed 100 million. Especially Shuang Hu takes the lead in putting CCTV on invite public bidding this year paragraph advertisement, it is start with this, the new phase that lifts furniture company CCTV to put in.
This kind those who put strategy and furniture industry brand on the first a group of people of same interest is vacant about. My brand sale cent furniture industry is 3 phase.
The first phase (1996-2005) , the primary level that furniture brand runs, the characteristic of this one phase is “ low investment, tall redound ” , should look for exact location only can market of decide the issue of the battle.
The 2nd phase (2006 only then) , the intermediate level that furniture brand runs, this one phase will be high investment of a “ , period of tall redound ” .
The 3rd phase (future) , the high level that furniture brand runs, “ high investment, low redound ” will come finally.
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