"Qianjiang Evening News" news "Hangzhou, a furniture factory owner's business losses posing as a black society extortion" caused Weibo hot discussion. Liu Sheng (a pseudonym), the owner of a furniture factory in Hangzhou West, lost more than 100,000 yuan due to poor management, so he pretended to be a triad and extorted other bosses. After the threatened boss reported the police, the police quickly arrested Liu Sheng at his furniture factory. Recently, the People's Procuratorate of Xihu District of Hangzhou City filed a public prosecution against Liu Sheng for alleged extortion. This matter is of course a case, but can it be seen from some aspects that the current furniture industry is now in a state of flux?
Since the financial crisis in 2008, the Chinese furniture industry has been calling "the wolf is coming". Many people think it is alarmist, and this year's signs indicate that this wolf seems to have come. The Gemma furniture created by Guan Yongkang is dedicated to the development of the “small and medium-sized furniture with young people as the target groupâ€. Wang Jun and Jiang Yan’s “non-liable goods†also take the young furniture market route, but they are taking Internet channel. The change in the furniture market in 2012 is a disaster for those who are not prepared, and for those who are prepared, this may be the time they have been waiting for. The so-called heroes in the chaos, where is our Jobs?
Repositioning: small family home, young market
"Book of Changes" has a cloud: "The poor will change, the change will pass, and the general will last." The Da Vinci home event has caused domestic consumers to lose confidence in high-end furniture. On the other hand, in the context of the current global economy as a whole, and domestic real estate regulation, the high-priced “high-end furniture†market has geometry. Guan Yongkang, a well-known furniture professional manager, said frankly: I know that selling diamonds earns more than selling rice. Selling a diamond can earn 10,000, while selling rice can earn 10,000. You may have to sell one ton. Many people are reluctant to sell rice. Because it is too tired, but what we should think about is that at this moment, is the diamond market still so broad?
Therefore, when Guan Yongkang founded Gemma Furniture, he locked in the small and medium-sized furniture market targeting young people. Guan Yongkang believes that young consumers want furniture products to be sleek and simple, but the functions must be strong and have high requirements for storage functions. Consumers want more space in a limited room area - the coffee table has drawers, the wardrobe has drawers, the more drawers, the more powerful the storage, the more they like it. In addition, price is an important factor. Young people want to be reasonably priced, but they can’t tolerate products that are not quality. Therefore, Gemma's products have several keywords, which are fashionable, simple, multi-functional (storage) and cost-effective.
In the context of the overall cooling of the furniture industry this year, Guan Yongkang said that "our company is still good this year." 60 workers at the Gemma factory create about 3 million production values ​​per month. As of 2011, there are more than 50 stores in 30 cities across the country. This is very gratifying for a small company founded in 2009. In Guan Yongkang's plan, Gemma's next step is e-commerce. For Gemma, this is a matter of course.
Channel innovation: e-commerce, warehousing store
Wang Jun and Jiang Yan, one from SouFun Home Network, one from a portal website home channel, two former competitors, because of the common ambition, came together to create a "non-living goods" - a so-called "furniture The Vanke, the online IKEA's own brand furniture electronic mall.
Non-residential products focus on the mass market of young people, taking a sleek and simple route, and the products cover several major kits for home use. On the surface, its positioning is quite similar to that of Gemma furniture. The difference is that non-residential products are more inclined to create an open platform. It does not produce products itself, but only purchases.
In order to solve the logistics problems in furniture e-commerce, non-residential products put forward the concept of “technical logisticsâ€, self-built logistics company “non-logistic logisticsâ€, recruiting senior technicians, doing warehousing, transportation and installation after-sales, collection and payment services, Start from the area and implement “send synchronization†for customers.
In addition, its storage uses a small warehousing mode to ensure delivery speed. These innovations have undoubtedly greatly improved the user experience of furniture e-commerce.
Of course, achieving "sending synchronization" naturally means higher costs. We see that the early non-residential products are mainly products that are competitively priced and based on simple boards. Today, their main products seem to be changing. The style is more and more diverse, from the English pastoral style, the Southeast Asian solid wood style, the Korean style, and it seems that the price advantage is no longer emphasized. Does this potential change mean that non-residential products must compromise on price while improving service quality?
However, there is no doubt that two non-residential goods created by people from the Internet industry (one of which has a background in furniture manufacturing) have given furniture people a broader imagination in the current situation that the furniture manufacturing industry is subject to channel shackles.
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