Sichuan Furniture Daxie does not recognize the third and fourth tier markets as its main battlefield

For the furniture industry, the topic of “ Rising Sichuan Army ” is definitely one of the focuses of discussions in the industry in recent years. This group of furniture companies that have been killed from the hinterland of China's southwestern region are always different: they like to fight alone, and they are good at marketing. They prefer the third- and fourth-tier markets compared to the fiercely competitive first- and second-tier markets. ......

However, they understand themselves, but they are different from what we see. At the 13th Chengdu Furniture Fair in 2012, all the members of the Sichuan furniture company gathered at the “Nabaichuan Focus on the Transformation and Upgrade of Sichuan Furniture Enterprises ” forum hosted by Sohu Home, facing several questions raised by the host. They have expressed their opinions.

“The performance is down? It has nothing to do with us!”

Since the financial crisis in 2008, many furniture companies have been sighing that the market is getting harder and harder every year, but it is not until this year that the furniture market really feels the arrival of a cold current. At the National Home Forum held not long ago, Zhu Changling, secretary general of the China Furniture Association, said that the plight of the furniture industry really began in May this year. However, in the “mourning” of furniture companies in other regions, Sichuan furniture companies have shown “being flying”.

“Compared with February, we increased by 50%, and the average monthly growth rate reached more than 25%.” Jin Gang furniture general manager Yan Gang told reporters proudly. In his view, although the home industry has entered a transition period and reshuffle period, but because its own company has always believed that "to firmly grasp the customer's heart", it is able to achieve good results in this year's counter-market.

Xie Yanbin, general manager of the Hong Kong government's prince marketing, also said that as the company adjusted its positioning and development direction according to market changes, it opened up two new brands and is committed to providing consumers with better and more practical products. In the first half of the year, the Prince of Hong Kong had a growth of nearly 30%.

In addition to the Prince of Hong Kong and Jinyi, the wave, the emperor, the Taiwanese pioneer... All furniture companies involved in the Sohu Focus Forum have said that their companies have maintained varying degrees of growth in the first half of this year. While almost every Sichuan furniture company was interviewed by Sohu reporters, they were also full of confidence that although the market was not good, their own companies have achieved certain growth. It’s just that this growth is exactly negative. How much water there is, I’m afraid only the company knows it.

"We are also a united and friendly alliance!"

As for the view that Sichuan furniture enterprises are "not good at holding a group," the eight corporate executives raised their opposition cards. In their view, Sichuan furniture companies are actually very united. Xu Mingde, deputy general manager of Langdu Furniture, said that the outside world has a deep misunderstanding about Sichuan furniture. In fact, most companies are actually very united; perhaps because of limited resources, and the market has been cold for nearly a year, most of the time Still more than the time when the building materials alliance.

Peng Huan, general manager of Emperor Standards Home, agreed. He believes that it may be because of product positioning and other aspects, so compared with Guangdong furniture companies like to hold a group to do property to take the mall, Sichuan furniture companies may not seem so "unity." But in fact, Sichuan furniture companies often hold industry chambers of commerce from time to time, exchange experiences and learn from each other.

Jin Gang, general manager of Jinyi Furniture, expressed his indignation at the statement that “Sichuan furniture is not united”. In his view, Sichuan furniture companies are very good teams. They are very united in the bones. Everyone will often communicate together, but they will show less outside, so they will give the outside world a feeling of "unity."

Compared with Guangdong and other places, the "Furniture Alliance" is different from the world. The mutual learning and distance is the so-called "unity" of Sichuan furniture enterprises. It may be because of this "separation of solidarity" that they are more crisis-conscious and try their best to sell their products.

"What are the three or four-line markets, we will not recognize it!"

The view that "the third-fourth-line market is the main battlefield of Sichuan furniture" has caused heated discussion among the guests of the forum. "I don't recognize the points of the market in the first and second grades. What is good is the primary market. If you don't do well, it is the third-tier market." Yan Gang said that the first and second-tier markets in the market are divided. I did not agree. For his company, as long as the product is properly deployed, what kind of market can be won.

Fu Yadong, general manager of the Langdu Furniture Marketing Center, also expressed the same view. He believes that the first- and second-tier markets cannot be divided solely by region size, but should be divided according to consumption power and consumer groups; for example, in the so-called first- and second-tier markets, 70% and 80% of people buy Products sold in the second and third tier markets. It is precisely because of this market that the wave can achieve good results in this year's market.

In the view of other companies, Sichuan furniture companies have a somewhat "strong sense" for the market. However, sometimes looking at the furniture market in the cold winter from another angle may be a landscape full of hope.