Interpretation: Three "levels" in the furniture industry in 2015

The development of the industry is like a sailing ship. In the torrent of the fierce times of the waves, it always sails in the final direction. Even if it encounters a wave of market torrents on the way, it must also be used for the next purpose after gritting its teeth. Ground. In 2014, for the furniture industry, the word “multiple disasters” can no longer describe the furniture industry drifting at sea. Regardless of good times or adversity, the development of enterprises is like sailing against the water. If you don’t advance, you will encounter it. The risk will eventually become a rush. Nowadays, the most important thing for furniture companies is to sum up the experience in the development of the industry and set the direction for development in the coming year! When you arrive in Hong Kong in 2014, when you are about to depart in 2015, let’s take a look at the furniture industry. What are the levels?

Level 1 in 2015: Products

Keywords: health, environmental protection, functionality, intelligence

Whether the well-known trademark is officially banned, or the consumer's more rational consumption concept, and the custom-made furniture and other products that are eye-catching in the furniture market this year, 2015 will undoubtedly be the “return to the product year” of furniture companies. It is true that no matter how the market changes, how the industry evolves, how the trains of enterprise development are exercised, products are always the first stop for enterprises to stop. If a company has a good product, it will have the support of consumers and the favor of the market. The number of "passengers" who are willing to sit on the ship will only increase. So what are the characteristics of the furniture market products in 2015?

Health: Since the development of the furniture industry, environmental health is an eternal topic, naturally it will not be outdated in 2015; it is true that before the company has been emphasizing "lower aldehyde" based on the "zero formaldehyde" furniture products On the advent, the health and environmental protection of furniture products will reach a new level next year. Enterprises will also usher in a melee from aldehyde reduction to aldehyde removal!

Functionality: With the heat of environmentally friendly furniture this year, it is foreseeable that future furniture products will pay more attention to the functionality of the products. Developing a functional product for a specific environment will become a trend for a specific environment.

Intelligent: Many Internet giants have arranged smart homes this year. The so-called "smart furniture" that the furniture industry has been clamoring for is still only at the level of Shantou. Nowadays, the concept of intelligence has already landed in the furniture, home and other industries. As for the next year or even the future, we can only take root in the furniture industry. We can only wait and see!

Level 2 in 2015: Marketing

Keywords: TV media, self-media era

Enterprises have good products, there is no marketing means to promote the waves, and naturally it is also busy, so a set of marketing methods suitable for them will be the focus of the development of furniture companies next year! It is reported that from 2013 to 2014, the spread of the entire market has occurred very much. The big change, the traditional advertising market performance is very low. Specifically, TV commercials only increased by 1.9%, newspaper and magazine advertisements declined rapidly, radio advertisements increased by 13%, and traditional outdoor advertisements grew by only single digits. It is predicted that in 2015, the industry believes that the TV media will still maintain the first volume of advertising, but the growth rate is still slowing down. While newspapers and magazines continue to decline, the Internet will suddenly rise and predict to maintain a growth rate of more than 40%. Under this forecast, the future advertising and marketing investment of furniture companies will also make a new round of strategic adjustment.

TV media: There is no doubt that the traditional home building materials industry has developed for decades. Whether it is Internet promotion or hard publicity, companies have been involved. However, TV brands rarely see advertisements for furniture brands. From the data point of view, even if the Internet is developing rapidly, the TV media is still the main body of advertising communication, increasing the brand's “content marketing”. Whether it is a famous program or a soft implant, furniture companies should pay more attention to TV in the future. Promotion and dissemination of advertising.

"Self-media": Under the extensive development and popularization of the Internet and mobile terminals, "self-media" has been increasingly mentioned by the industry. Undoubtedly, the era of “self-media” has arrived at the moment when everyone can be a channel for communication and promotion. Whether it is WeChat marketing or terminal mobile APP marketing, furniture companies will set off a “self-media” marketing war next year. Who can get this “fast ticket” first, who can seize the marketing opportunity!

Level 2 of 015: Channel Terminal

Keywords: e-commerce, business super mode

When the product is developed, marketing promotion is done, and the final question should be where to sell the product. In recent years, there have been no interruptions in the possibilities of channel construction in the furniture industry. The channel is sinking, and the export is transferred to domestic sales. The channel construction of furniture companies has always been in the process of advancing with the times, looking for ways to find the most suitable for themselves. Channels, for the trains that are exercising in the furniture industry, just represent the direction, guiding the places where furniture companies should go, and the focus of construction and development!

E-commerce channel: Through this shareholder trend of the Internet, e-commerce is undoubtedly the most rapid sales channel in recent years. In this year's double eleven days cat shopping carnival, the majority of e-commerce brands out of the sales of 57.1 billion within 24 hours, fully proved the sales strength of e-commerce channels! But for the entire furniture industry, it is only the tip of the iceberg. In the future, whether it is self-built malls or the further development of the O2O model, e-commerce will be the inevitable direction of the furniture industry!

Shangchao Channel: In order to meet the shopping needs of consumers, and at the same time relying on the super-aggregate passenger flow capability of Shangchao Market, more and more home brands have successively opened the specialty stores to the Shangchao market. Many domestic first-line furniture brands are stationed in department stores, making Shangchao the most popular offline sales channel after the traditional home furnishing market in the home building materials industry. In this regard, in the future market competition, the Shangchao model will undoubtedly become the main direction of the real powerful furniture brand. How to use the popularity of the business, contact the e-commerce platform, and open up the “Dongdu Ermai” of online and offline channels. It is the focus of furniture companies on the construction of channel terminals!

When the ship at sea is about to land and another ship is about to depart, how can the furniture industry change its course to adapt to the impact of market floods during the voyage, and in which ports the company will be able to breathe, the answer will be sailing Answer in. The road to the industry has always been, furniture companies are only responsible for the wonderful.

For more information on China's furniture industry, please pay attention to the official website of Xianghe Furniture City ().