"Furniture town" Xianghe "second startup" branding speed

"China has become a big country in the world of furniture production. China's output value accounts for a quarter of the world's output, and exports are the world's number one. Exports are US$38.8 billion, up 15.16%. The industry's output value exceeded 1 trillion yuan last year, and the results are huge." Zhu Changling, chairman of the China Furniture Association, recently told the China Enterprise News reporter.

Zhu Changling made the above remarks on the "Xianghe Furniture Industry and Related Supporting Industry Seminar on Development Strategy in Northern China" held on April 28.

Zhu Changling also told reporters that the entire furniture industry has a large gap in terms of industrialization, per capita labor productivity, and output value margin compared with advanced levels.

At the same time as the above-mentioned seminar, the Xianghe County Government also organized the “China Xianghe First International Furniture Purchasing Festival” in conjunction with the China National Association. The procurement festival reflected the popularity of the furniture industry.

The data shows that this procurement festival has participated in the Asian National Furniture Association and the European International Buyers Team from Japan, Thailand, Indonesia, Malaysia, and the four “Furniture Capitals” in China, and more than 30 provincial and municipal associations from all over the country. More than 6,000 domestic and foreign brands participated in the exhibition, more than 30,000 furniture industry distributors, brand agents and consumers attended the conference. Xianghe Furniture City gathered more than 100,000 kinds of new furniture products. The number of participants reached about 30,000.

Gap: brand, quality, taste

Zhu Changling said: "This time I went to Milan, we don't have much difference in their business varieties, but there is still a certain gap in the quality, brand and taste of the products. Today, in Xianghe, such activities, in addition to promoting the economic development of the Xianghe region, To promote the exchanges between merchants and entrepreneurs, we are also responsible for promoting the healthy and rapid development of the furniture industry. In cooperation with the China Furniture Association and Xianghe County, we want to integrate the resources of the whole country and all aspects to build Xianghe into the northern furniture. There are better functions of training, testing, logistics, and distribution. Not only does retail form a wholesale at the same time, it really forms a furniture distribution center."

According to the reporter, there are four furniture trade capitals in the country, namely Hebei Xianghe and Sichuan Wuhou, Jiangsu Yukou, and Guangdong Lecong, all of which are based on sales.

Zhu Changling believes that the development of furniture, sales is still the main aspect, the product can only be sold, the interests of producers, distributors and the market, the product sales are not difficult to guarantee the benefits of the three, so not only to expand the sales area, At the same time, we must improve some ways and means of sales, but also provide some good products, and at the same time do a good job after-sales service, this is not only a slogan, but also to do it.

The reporter learned that the current furniture companies are more important to the corporate image, ignoring the product image; and attach importance to the sales process, ignoring pre-sales and after-sales.

A large domestic furniture company delayed the furniture that was originally delivered in the past two months after the customer paid the money.

Some experts said that corporate image is important, but the competition for market share mainly depends on the product image, that is, the construction of product brand, not just the prominent brand. Consumers buy products rather than the name of a business.

Xianghe Power: tempering the brand

Ma Wenlong, member of the Standing Committee of Xianghe County Committee, said that after years of hard work, Xianghe Furniture City has an exhibition area of ​​2.2 million square meters, bringing together more than 6,000 domestic and foreign furniture, tens of thousands of products, and products are exported to Russia and Canada. Enjoy the reputation of the furniture trade capital of northern China. Last year, sales reached 24 billion yuan, and profits and taxes paid 70 million yuan.

It is understood that the furniture industry has become the first of the five major industries in Hebei's county economy, and has been rated as one of the top ten characteristic industries in the province.

In order to build the brand, Xianghe conducted a large-scale investigation. Xianghe Furniture City also developed from 10,000 square meters in the beginning to 130,000 square meters in 2000, 500,000 square meters in 2003, and 800,000 square meters in 2004, up to 2.2 million square meters in 2011, from a name The undisclosed professional market has developed into the largest wholesale and retail market for furniture in the North.

The government took advantage of the situation to focus on Xianghe Furniture City as the “No. 1 Project” of the county, and wrote the annual development goals into the annual “Government Work Report”, so that the Furniture City maintained a healthy and orderly development.

Li Fengqi, a person from Hebei Furniture Association, believes that the brand's origin image is positively related to the brand's purchase intention. Once a good social image is formed, a foreign brand will form an invisible barrier. Focusing on the origin of the global brand, everyone has very clear. Cognition, products and origin are very familiar.

"Currently, Xianghe Furniture lacks relevant image. If Xianghe relies only on the edge of Beijing to enhance the image of the original place, Xianghe is affiliated with Hebei. The brand of Hebei cannot be removed. Every Hebei enterprise should jointly create and upgrade Hebei furniture. The overall image, as a member of Hebei as their own pride and widely carried forward. Efforts to shape the image of the origin is also the best means to promote the brand of furniture manufacturers." Li Fengqi said.

China Extruded Film,Extruded Plastic Film,Extruded PE Film Manufacturer