Due to the control policies of the real estate industry and the cautious consumption brought about by the overall economic form, the sales scale of the high-end furniture industry dropped by 30% -50% in 2012. Some upstream production companies without direct sales channels were forced to squeeze profits or suspend production or With the failure, many dealers also pin their hopes on the improvement of the overall economy this year. So for the high-end furniture industry, what are the development trends this year?
　　 Trend 1. The “shop-in-shop†sales model of hypermarkets will change
　　 At present, with the exception of a few brands that are sold as independent stores, more than 90% of the high-end furniture brands have gathered in a “shop-in-shop†model in integrated building materials stores like Home, Red Star Macalline, and Jisheng Weibang. Due to the increase in booth rents, the increase in staff salaries, the decline in sales, and the decrease in profits, many stores have experienced stall subletting and evacuation. It is understood that 10% of the merchants in a large household store in a city are profitable. 30% maintenance, more than 50% loss.
　　 Has the model of “shop-in-shop†opened all the way up to the bottleneck? As far as high-end furniture brands are concerned, the price competition brought about by the product differentiation is not necessarily the essence of industry competition. In 2013, there will be brands trying new sales models.
　　 Trend two, three-dimensional promotion activities in the brand area will increase
　　 Many brands have completed the distribution of retail terminals in the regional market through direct sales, franchise or regional agency models. Based on the joint promotion between the sales terminals, more forms and more efforts will be launched. Who is away from the target consumer Recently, it is easier for anyone to occupy the mental model of consumers and increase the chances of consumer choice, such as TV, newspapers and other print media, network, square promotion, community promotion, model projects and other types of promotional activities will intensify.
　　 Trend 3: Auctions will become a habitual form
　　 For high-end furniture, especially some high-end mahogany furniture , it has gradually become normal in the investment field. Recently, Beijing, Chengdu, Guangzhou and other places have successively held various auctions related to mahogany furniture, which has caused a lot of The small redwood investment trend, with the scarcity of precious wood such as Huanghuali and red sandalwood, Laos red rosewood has gradually become a sought-after in the industry. Many investors believe that red rosewood will rise in the future based on the current price advantage of red rosewood. There is a lot of space, and it is a potential stock of Redwood investment collection.
　　 Trend 4. The scale of furniture exhibitions in various regions expands
　　 In order to promote regional brands, furniture industry bases such as Zhongshan in Guangdong, Xianyou in Fujian, Dongyang in Zhejiang are accelerating the construction of large exhibition halls or expo cities. Next year, large-scale furniture exhibitions at various industrial bases will increase and the number of participating brands will increase The specifications of the exhibition will be improved, and the regional exhibitions will also be greatly improved in scale and influence.
　　 Trend V. Brand companies will improve R & D and design capabilities
　　 The diversification of consumer needs has led all brands to actively explore consumer segmentation areas that belong to their own brand positioning. The personalization and differentiation of products will inevitably require companies to improve their own R & D and design capabilities, in addition to their own R & D and design. , The overall decoration renderings or furniture matching renderings in response to customer needs have also become value-added services provided by various businesses for consumers, so for professionals in furniture design or decoration, 2013 will be very optimistic The employment situation.
　　 Trend VI. Furniture culture experience activities are closer to consumers
　　 According to the positioning of different consumer groups, different brands will appear in the form of high-end clubs or community experience stores. Various forms of consumer interaction activities such as experience meetings, publicity meetings, and party activities will become new attempts for some brands. For brands that have sufficient confidence in the quality of their products, it is never wrong to do everything possible to get closer to consumers.
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