More than 30 Beijing-style furniture manufacturers collectively went south

The hollow light column and transparent glass support a large exhibition hall of 1680 square meters. The interior is decorated in pure white tones and sets off five new series of products . In the conspicuous position of the exhibition, the advertisement of " 1 billion people across the country do not understand the Green Island " Slogans can be seen everywhere on the cube model, which is the bold expression of " Green Island " at the 2010 Shenzhen Furniture Fair.

" After nearly half a year of careful preparation, more than 80 workers rushed from Beijing to Shenzhen, and a total of 200 people joined the Shenzhen work team to participate in the exhibition. Within just three days, the dream of our Green Islanders finally came true. " Lvzhi Lin Gaobao, Chairman of Island Furniture, was very touched by the preparation of this huge exhibition hall. This is the first time Green Island has spent so much effort to prepare for a furniture exhibition in Guangdong.

Beijing Xinfasheng Furniture Co., Ltd., which belongs to Green Island, was founded in 1988 and has experienced more than 20 years of ups and downs. Its two flagship brands, which are the main exports of Maxi-software and the main domestic markets of Green Island brand. Maxi · Software for three consecutive years to participate in the Guangdong three major furniture exhibition, Green Island is only in the last year to test the water in Shenzhen Furniture Fair, "After the show we explore Maxi few years, coupled with the past few years continue to be in product innovation The breakthrough has already possessed the strength of large-scale expansion. We hope to use the Shenzhen Furniture Fair as a starting point, based on Beijing, and radiate the whole country. "

" Based on Beijing, radiating the whole country " , this is not just a dream of the Green Island family.

Last year, Wen Shiquan, the chairman of Yifeng Furniture, who visited the three major furniture exhibitions in Guangdong as an audience, said that after viewing the exhibition, Yifeng furniture "has different marketing channels " and will not participate in domestic furniture exhibitions. However, this year he said that Yifeng Furniture started the pace of exhibiting in Guangdong for the first time, hoping to use this to open the South China market and spread it across the country. Yifeng Furniture was rated as the first of the top ten representative brands of " Beijing School Furniture " in 2008 , and its panel furniture is very popular among consumers.

Reporter survey found that more than 30 brands in March of this year, Shenzhen, Guangzhou, Dongguan, three Furniture Fair, Beijing school furniture leader Peugeot furniture, Elvis furniture, hundred of furniture, Italian style furniture, and other collective resistance Trier Debut. Among these Beijing-style furniture exhibitors, many brands such as Yifeng, Nuojie, Guoan Jiamei and Maige are exhibiting for the first time. The advertisements along the way from the subway entrance to the entrance of the exhibition hall, the advertisements on the guardrails on both sides of the exhibition hall, and the advertisement panels hanging on the ceiling of the exhibition hall can be seen everywhere. Its propaganda offensive is fierce, the most in years. Some people in the industry said that because Beijing sent furniture to choose advertising spaces, the prices of some advertising spaces at the furniture exhibition next year may increase.

Fat market in Guangdong

The high profile of Beijing-style furniture enterprises going south collectively demonstrates the increasing importance that Beijing-style furniture enterprises attach to the South China market. Lin Gaobao galloped the furniture industry for more than 20 years and witnessed the growth of China's furniture industry from small to large. " Since the first furniture fair was held in Houjie, Dongguan, I believe that the vane of the entire furniture industry has been transferred to Guangdong. "

As a leading country in reform and opening up, Guangdong's furniture industry, because of its proximity to Hong Kong and Macao and its greater exposure to overseas markets, has gradually led the trend in the country in recent years. And this advantage is also reflected in the Guangdong Furniture Fair, just as the Canton Fair embodies Guangdong's export status.

In Guangdong, two annual furniture exhibitions, held in Dongguan, Shenzhen and Guangzhou, are annual events of the domestic furniture industry and can be described as the " barometer " of the furniture industry. In March this year, the three major furniture exhibitions just came to a close. Dongguan Furniture Fair opened 10 exhibition halls, including 7 permanent exhibition halls and 3 temporary exhibition halls ; in addition to mainland enterprises, it also attracted well-known furniture companies in Hong Kong and Taiwan. The Guangzhou Furniture Fair has 26 exhibition halls and gathers more than 2,700 exhibitors. The Shenzhen Furniture Fair focuses on design and innovation routes, attracting elite designers from home and abroad to communicate. The three major furniture exhibitions are staggered in stages, attracting a large number of customers from home and abroad to negotiate business.

In addition to the three major exhibitions, other large and small exhibitions also emerged. In Guangzhou, Jisheng Weibang, adjacent to the Guangzhou Furniture Fair, took advantage of the Guangzhou Furniture Fair to hold a large-scale spring furniture procurement festival. The strong flow of people also spawned some " pheasant exhibitions " . Some small exhibition companies rented hotels and other venues near the exhibition hall to attract second and third-tier brand enterprises to enter.

According to statistics, the annual production capacity of Guangdong furniture has reached 220 billion yuan. In addition to consumption and exports in the Guangdong market, it is estimated that about 80 billion to 100 billion production capacity will be exported to other regions of the country. It is against this background that Guangdong's furniture companies have developed particularly fast. Hengda furniture owns "more than love", "I love my family" and other brands, is the industry leader in children's furniture, in fact, it was created in 2003, it was founded only six years have done 8 billion in sales volume; this The growth rate has made furniture manufacturers in other parts of the country sigh.

" The entire environment in the north is not as active as Guangdong. " In Lin Gaobao's view, the Guangdong market is like a gold mine in front of it. It has unlimited market potential and can learn the way of business operations. " Beijing is a political and cultural center, and Shenzhen is a special economic zone. The market potential can be seen from the city's positioning, and Guangdong is the birthplace of the entire furniture industry. "

Change of tone

After the high-profile appearance of the Guangdong Spring Furniture Fair, will Beijing-based furniture companies quickly dispatch heavy troops to enter the southern market ? Recently, a reporter from this newspaper called a number of Beijing-style furniture companies' heads in an attempt to provide a way for Beijing-based furniture's future expansion After sorting out the route, he found that the other party's tone changed sharply.

During the exhibition, Wen Shiquan, chairman of Yifeng Furniture, who announced his high-profile entry into the South China market, changed his tone and even dropped a truce card: " Yifeng Furniture will not develop into the South China market in the short term, at least for two years. "

Peugeot Furniture currently has more than 400 stores nationwide, and there are probably more than 160 in the South. Zhu Guangyu, marketing director of Peugeot Furniture, said: " At present, we will not have large-scale activities in the south. "

Lin Gaobao was also cautious about Green Island ’s future southward tactics. He said, “We will open specialty stores based on consumer demand ” and will not blindly open stores.

Entering South China still owes Dongfeng

The head of Beijing-style furniture, who had talked about the development plan of the South at the exhibition, after the violent publicity offensive, did not seem to be ready to go all out and immediately launched into the South China market.

"Guangdong is the production base for many furniture companies, the South China market is very competitive, the market is not the same case with the North. To temporarily enter the South China market, there are many things to prepare, so we do not want to touch a piece of cake." Italian style furniture, Director Chang Wen Shiquan said the key to breaking the rapid change.

" Top 100 furniture is really German " , " Buy furniture, go to Langfang, Huari furniture and wait for you " , " Yifeng furniture, German environmental protection sheet, care for family health. " For Beijing consumers, these are all It is a familiar advertising word. Looking at the major mainstream newspapers or professional websites in Beijing, you can find that the marketing activities of Beijing-style furniture are endless. Advertising and paying attention to marketing have always been the highlight of Jingpai furniture's brand promotion, and even CCTV's advertisements with tens of millions of yuan can also be seen in Beijing furniture.

However, in the national advertising wars, the presence of Yuepai furniture rarely appeared. In 2003, Guangdong sent one of the leading furniture company - dynasty furniture invite Rosamund Kwan as a spokesperson on CCTV, Dongguan Famous Furniture Fair in one shot brand, and rapid expansion in the country. Dynasty Furniture became the earliest Yuepai furniture company in China to carry out branded packaging promotion, but similar examples have not been common since.

In Guangdong, the hometown of furniture such as Houjie and Shunde, most entrepreneurs believe that products are the key to winning consumers.

On the other hand, at the furniture exhibition at its doorstep, Beijing-style furniture can easily reach a pavilion of nearly 1,000 square meters, which makes Guangdong furniture feel bad. Yuepai Furniture is pursuing more practical economic benefits. A beautifully decorated exhibition hall, plus a team, to greet friends of dealers, and then take them directly to the factory to visit. This is the way of the exhibition operation of Yuepai Furniture.

The sales system must be " localized "

Advertisements and exhibitions are superficial contests, and behind them are the different sales systems of North and South furniture companies.

Whether it's Yuepai Furniture North Extension or Jingpai Furniture South Extension, both sides are facing the same problem - how do their respective mature sales systems adapt to the specific conditions of the new market development ?

Establishing a direct-operated store in the local area, summarizing the successful operation, and copying it out is the traditional operation of Beijing-based furniture companies.

“ Yifeng is currently 100% successful in opening stores in Beijing and 95% in overseas locations. ” Wen Shiquan proudly stated that he attributed this success to the “ successful storefront replication system ” created by Yifeng Furniture. The experience of Beijing direct sales stores is summarized and passed on. With this system, Yifeng Furniture has opened more than 200 stores nationwide, but most stores are still concentrated in the northern market.

" Yifeng Furniture has established a foothold in Wuhan, Shenyang, Zhengzhou, Xi'an, Harbin and Nanjing, and hopes to use this system to rapidly develop the six major cities of Changsha, Nanchang, Nanning, Guiyang, Fuzhou and Guangzhou, and occupy the national market. " Despite this, Wen Shiquan is still very cautious about the layout of the South China market such as Guangzhou. He hopes to use Guangzhou as the last stop.

Jingpai Furniture explores a mature business model with direct stores and then expands overseas. How to solve the problems of logistics, manpower, and after-sales service needs to be explored slowly.

Yuepai furniture went northward a few years ago

On the other side, Yuepai Furniture started the expansion of panel furniture in Beijing as early as a few years ago, and it also experienced many twists and turns and " localization " .

" In the past 10 years, Yuepai furniture companies have been opened by factories for direct sales. " Wang Ke, secretary general of the Guangdong Furniture Association, told reporters that after years of development, Guangdong furniture companies found that the sales model of direct stores is Beijing is difficult to maintain because " human resources, space issues, warehousing logistics after-sales service and other conditions are difficult to continue. " In addition to the fact that Beijing furniture also mostly uses self-operated stores, Yuepai furniture has lost its advantage. Later, Guangdong sent furniture to find a way, the market was handed over to dealers in Beijing, and the range of self-operated stores dropped to a large extent.

However, Wang Ke emphasized, " This does not mean that Yuepai furniture will withdraw from the Beijing market. "

In recent years, after continuous adjustments, Yuepai Furniture has quietly brewed a new round of attack. Last year, Yuepai furniture made a comeback in Beijing. First, more than 30 brands of home Guangdong Show of well-known stores in Beijing Easyhome, subsequently, 40,000 square meters of furniture shop in Hong Kong turned out in another well-known stores Jimei home.

Integration will be the general trend

Jingpai Furniture left the market hurriedly after a huge propaganda offensive, seemingly lack of confidence. However, from the previous northern expedition of Yuepai furniture to the recent southward departure of Beijing-style furniture, it has been highlighted that furniture manufacturers are paying more and more attention to the domestic demand market, and the future integration of the national market is inevitable. Of course, as far as the current situation is concerned, Guangdong furniture still occupies a certain advantage throughout the country. It is still difficult for other regional brands to seize the South China region where the Guangdong faction is prevalent.

Wang Lie, executive secretary of the Famous Furniture Club, said that from the perspective of the national market, the sales of Beijing-style furniture and Guangdong furniture are completely disproportionate. At present, the mainstream of the first and second markets is Yuepai furniture, the third and fourth markets are mainly Chengdu furniture, and the rest of the furniture is more as a supplement to the market.

Wang Lii also said that Beijing's furniture sector is also developing very fast, and some well-made brands, such as Qumei Furniture or Top 100 Furniture, have entered the ranks of first-class furniture companies in the Mainland. However, the biggest problem with Jingpai furniture is the thickness of the industry. The number of enterprises and market share cannot be compared with that of Guangdong.

Wang Ke said that the “ Cross River Dragon ” who can come to Guangdong to expand the market has indeed reached a certain level. " Any competition is an opportunity. This plays a role in promoting the integration of the entire furniture industry, and Guangdong enterprises must follow up. "

For more furniture information , go to http://news.gojiaju.com/

Welcome to provide news interview clues Advertising / News Hotline Turn 8004

We supply  Unique Key Charting System for keyed differently for you, OEM Manufacturing service is also available if required.
1. Keyed Differ System(KD): Each padlock is keyed differently, supplied with 2 keys per lock. 20000pcs individual padlocks available.
2. Keyed Alike System(KA): Each padlock is keyed the same. 1 key will open all padlocks in each group.
3. Differ & Master Key System(MK): Each padlock is keyed differently, supplied with 2 keys per lock. A master key will override and open any of these padlocks.

4. Alike & Master Key System(KAMK): Each padlock is keyed the same in one group. A master key will override and open all groups of Alike keyed.

Safety Padlock

Thermoplastic Padlock,Safety Lockout Padlocks,Security Padlock,Insulation Safety Padlock

Lockey Safety Products Co., Ltd. , https://www.lotolockey.com