In the past 30 years, the development speed and market scale of China's mahogany furniture industry have been unmatched at any stage in history. Mahogany furniture has become an irreplaceable national brand of high-end furniture in China. However, while the mahogany furniture industry is booming, some people are beginning to worry about their development, even "singing bad." The quality of the industrial team is low, the degree of industrial clusters is low, and the mahogany furniture products industry is filled with shoddy, shoddy, shoddy, and homogenized... These have become the biggest obstacles to the development of the mahogany furniture market.
In 2011, the total output value of the mahogany furniture industry will further increase, the market space will continue to expand, the mahogany furniture enterprises will expand to the second and third tier cities, the market share of famous brands of mahogany furniture will continue to increase, and the days of small and medium-sized enterprises and small workshops lacking brand support will be It will be even harder. On the other hand, faced with inflation, high costs, shortage of skilled workers, mahogany furniture enterprises want to expand the development space, industrial upgrading is not only necessary, but also imminent.
Looking for their own core competitiveness, mahogany furniture companies have shown their brands to upgrade their brands.
With the increasingly fierce competition in the mahogany furniture market, mahogany furniture companies have entered the battlefield of the game. Faced with more severe tests than ever before, many mahogany furniture companies have begun to look for new profit points.
"Only by finding your own competitive advantage, it is possible to survive." Some mahogany furniture company executives believe that with the gradual standardization of the mahogany furniture market and people's deep understanding of mahogany furniture knowledge, simply relying on price advantage is not sustainable for a long time. . The industry environment has changed, just like the rules of the game have changed, and the previous advantages will no longer exist. Companies that lack internal core competencies will be eliminated.
1, quality + integrity, promote product upgrades
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After experiencing the reshuffle of the 2007-2009 surge, mahogany furniture companies have reduced by nearly 30%, and the remaining mahogany furniture companies know that integrity and quality are fundamental to the mahogany furniture industry. “Integrity, quality and after-sales are very important. Let consumers clearly understand consumption and buy value-for-money products. Redwood furniture is not a girl to buy clothes, and it is good or bad to wear on the body. The mahogany has a periodic, general cycle. It is a year, and it has been experienced in spring, summer, autumn and winter. After one year, it will reflect what problems there are. Through practicality, we can really feel the quality." CITIC Redwood Chairman Li Zhongxin said this. Wang Haiyang, the person in charge of Shuangyang mahogany furniture, also holds the same view: "Being a brand is two points. One is that you have to have real good things. Secondly, the intensity of propaganda should keep up. Just do good things, publicize The strength is not enough, and it is impossible for the brand to be big."
In fact, most mahogany furniture companies are well aware of the importance of quality and have adopted various methods. The same is the mahogany furniture enterprise in Dongyang City. The Ming and Qing Dynasties “branded†their nameplates on their products to show their serious and responsible attitude towards customers. "With this brand, if the product has a problem, we absolutely admit it." Jin Qingyun, chairman of Mingqingju. Wanjiayi is the first company in Dongyang City to show the “Double Hundred Guarantee†among the thousands of mahogany furniture enterprises – guarantee 100% drying and 100% no adulteration! “Drying is the basis of mahogany furniture production. If the drying technology is not enough, the moisture content of the wood will not reach the standard, and the exquisite craftsmanship and fine appearance will be no good, because it is followed by cracking, lifting and deformation. So that the mahogany furniture loses its function. As for the meaning of raw materials not adulterated, you know!" Chairman Wu Mingyue is quick.
2. Innovation + culture to promote brand upgrade
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Chinese traditional classical furniture is a unique cultural carrier. In the hearts of many people, mahogany furniture is not only a kind of furniture, but also a furniture culture that has been passed down for thousands of years. What it brings to customers is more of a noble, a taste, an art enjoyment of a thousand years of culture.
"We sell not only furniture, but also furniture culture." This is the mantra of Zhang Xiangrong, chairman of Dongyang Mingtang Redwood Furniture Co., Ltd. As the leader of Dongyang Zhang's craftsmanship in the “Hometown of Baigongâ€, Zhang Xiangrong was engaged in the design of woodcarving and classical furniture in his early years. In 1998, he established “Yongrong Mahogany Furniture Companyâ€, which has now developed into a scale production of 100 mu. Management Science "Mingtang Hongmu Furniture Co., Ltd.". In his view, even the most common piece of mahogany furniture, using precious wood, combined with the carving techniques of Dongyang woodcarving, and traditional Chinese wood cooking process, enamel structure and large lacquer treatment, are full of traditional culture. Breath.
Like Zhang Xiangrong, some mahogany furniture companies have gradually shifted their focus to the innovation of product culture. "We want to make Dongyang Redwood a craft that has both practicality, appreciation, and investment value. The longer it is used, the more valuable it is. Li Xiaodong, chairman of Dongyang Xudong Arts & Crafts Co., Ltd., said that they want to sell furniture like jewellery and jade, and issue a certificate of material identification for each set of mahogany furniture sold to the market.
The sustainable development of the mahogany furniture industry requires three foundations, one is the supply of timber resources, the other is stable market demand, and the third is the inheritance and development of traditional furniture. In the case of Zhongshan Dayong mahogany furniture, enhancing cultural soft power is the last word for its sustainable development. As early as October 4, 2009, China (Dayong) Hongmu Furniture Famous Products Expo held a forum of Chinese mahogany furniture with the theme of “Technology Innovation and Brand Building of the Redwood Furniture Industryâ€, gathering experts and entrepreneurs. Advise on the development of the mahogany furniture industry.
The government strongly supported the mahogany furniture enterprises to cultivate the brand. While the mahogany furniture enterprises themselves have upgraded their industries, some local governments of mahogany furniture production bases have begun to recognize the importance of regional brands and introduced a series of policy measures for local mahogany furniture enterprises. In view of the hidden dangers of the current mahogany furniture industry, they are also looking for ways to upgrade the industry.
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