Since the financial crisis in 2008, the Chinese furniture industry has been shouting "Wolves are coming", and many people think it is alarmist, and this year all signs show that the wolf seems to be coming this time. Gema Furniture created by Guan Yongkang is committed to exploring the market of “small and medium-sized apartment furniture targeted at young people”. The “non-habitable goods” that Wang Jun and Jiang Yan teamed up also follow the route of the young people ’s furniture market, but they take the Internet channels. The change in the market in 2012 is a disaster for those who are not prepared, and for those who are prepared, this may be the moment they have waited for a long time. Where is the so-called hero in troubled times, where is our Jobs?

Repositioning: small homes, young people's market

"The Book of Changes" has a cloud: "The poor changes, the changes change, and the changes last a long time." The Da Vinci home incident has caused domestic consumers to lose confidence in high-end furniture. On the other hand, in the context of the current global economic slowdown and the massive real estate regulation in China, what is the price of the high-end "high-end furniture" market? Guan Yongkang, a well-known furniture professional manager, admitted that selling diamonds is more profitable than selling rice. Selling a diamond can earn 10,000 yuan, and selling rice can earn 10,000 yuan, possibly selling a ton; many people are reluctant to sell rice. , Because it is too tired, but we should think about it, is the diamond market still so vast at this time?

Therefore, when Guan Yongkang founded Jerma Furniture, he targeted the small and medium-sized apartment furniture market targeting young people. Guan Yongkang believes that young consumers want stylish and simple furniture products, but the functions must be powerful and have high requirements for storage functions. Consumers hope to get more space in a limited room area-the coffee table must have drawers, the wardrobe must have drawers, the more drawers, the more powerful the storage function, the more they like. In addition, price is another important factor. Young people want products that are reasonably priced, but cannot tolerate products that are not of sufficient quality. Therefore, Jerma's products have several keywords, fashion, simplicity, multi-function (strong storage), high cost performance and so on.

With the furniture industry as a whole getting colder this year, Guan Yongkang said, "Our company is still good this year." The 60 workers in the Jema factory create about 3 million yuan of output value every month. As of 2011, there were more than 50 stores in 30 cities across the country. This is quite gratifying for a small-scale 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, warehouse

Wang Jun and Jiang Yan, one from SouFun home network and one from a portal home channel, two former competitors came together because of their common ambitions and created "non-commodities"-a so-called "furniture" Fanke, IKEA Online's own brand furniture electronics mall.

Non-habitable products focus on the mass market of young people, take the fashionable and simple route, and the products cover several major suites required for home. On the surface, its positioning is quite similar to Gemma furniture. The difference is that non-habitable 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-commodities proposed the concept of "technical logistics", self-built logistics company "non-logistics", recruiting senior technicians to do warehousing, transportation and installation after-sales, collection and other services, Starting from the region, to achieve "delivery synchronization" for customers. In addition, its warehouse adopts the scattered small warehouse mode, which ensures the delivery speed. These innovations have undoubtedly greatly improved the user experience of furniture e-commerce.

Of course, achieving "synchronization of delivery" naturally means higher costs. We saw that the early non-habitable products were mainly products with very competitive prices and mainly based on simple plates. Nowadays, their main products seem to be changing. The style is becoming more and more diversified, from the English pastoral style, the Southeast Asian solid wood style, and the Korean style, and it seems that the price advantage has not been emphasized. Does this potential change mean that non-habitable products must also compromise on price while improving service quality?

However, there is no doubt that two non-commodities created by people from the Internet industry (one of them also has a background in the furniture manufacturing industry), when the furniture manufacturing industry is constrained by the yoke of the channel, give furniture people a broader imagination.

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