ã€Nankang feeling】
1. Nankang products have a price advantage
Yan Kang , Marketing Director of Kangqi Furniture Co., Ltd.
Through this Suzhou exhibition, we Kangqi Furniture felt that through the home fairs held by Nankang over the years, especially the 2nd Central China and Nankang 7th home fair that was just held recently, the government ’s advertising in CCTV With investment and years of market development, Nankang Furniture's awareness and influence are increasing day by day. Nankang's participation in the Suzhou exhibition has received a high degree of attention. I think there are three reasons: first, the quality of our products is steadily improving; second, the price advantage is very obvious; third, we have a service station here, which can provide good after-sales service. service.
2. Holding a group to attack is a good way to grow as soon as possible
Li Fangwei , Marketing Director of Weiping Chuangye Furniture Co., Ltd.
At the 4th Suzhou Furniture Fair, Nankang was the region with the largest number of companies coming to participate in the same area. Nankang Furniture's delegation to participate in the exhibition is not only an opportunity for our Nankang furniture company to show itself and promote itself, but also an opportunity for learning. I think that in the future, Nankang Furniture should create more opportunities to participate in groups to participate in exhibitions, to visit and to learn. In this way, we can go further on the road of industrial transformation and upgrading.
3. Nankang Furniture urgently needs to enhance its brand image
Wang Weichuan , Chairman of Gaofeng Furniture Co., Ltd.
Nankang Furniture has been making progress! Gaofeng Furniture has been focusing on making products for many years. Gaofeng Suzhou Exhibition brought not only products but also corporate culture. After summing up the study and reflecting on Nankang Furniture, there are two problems: First, the quality cannot keep up; Second: the price is low. This bright spot will lead to unreasonable product structure, and of course not to mention the brand image. It is hoped that the government will take the lead in bringing together dozens of enterprises with good product quality and creating a brand image, so that the price will naturally be raised. In this way, an agglomeration effect will also be formed. Nankang excellent enterprises also have the responsibility to take Nankang furniture regional famous brand as a responsibility to promote Nankang furniture to a new height.
4. The place of birth is not important, the important thing is how to go after you are born
Zhu Qirong, Chairman of Yijiahao Furniture Co., Ltd.
Nankang Furniture has embarked on a path that belongs to Nankang Furniture Industry. This is our pursuit. At the Suzhou exhibition, we experienced: First, buyers are becoming more rational; second, Nankang furniture must radiate the surrounding markets of Suzhou, and must have distribution service outlets in Suzhou, otherwise it is difficult to impress buyers; third, Nankang furniture It is always suspected in the Guangdong market, but our product recognition is relatively high in Suzhou. This time Yi Jiahao played the independent brand of Nankang Furniture. At the beginning, I also wanted to fight for Nankang Furniture, but the buyer at the exhibition There is not much entanglement in the origin issue, which gives us a lot of confidence.
ã€Suzhou Sound】
1. The age of Nankang furniture is coming
Zhao Yixue: Founder of Suzhou Furniture Fair
In the 4th Suzhou Furniture Fair in 2012 , Nankang enterprises came to the exhibition, 11 solid wood enterprises and 1 redwood enterprise, with an exhibition area of 4,000 square meters. In general, Nankang Furniture has a great advantage.
1. Talent advantage. Some technicians in Nankang working in Guangdong went home to open factories and brought back advanced furniture skills. Second, Nankang furniture is cheap, and over time, the further improvement of craftsmanship will have an absolute advantage in cost performance. Now, China's rigid consumption stage has arrived. In other words, the current Nankang furniture products have low added value, and the quality needs to be improved. However, ordinary people buy furniture more considering practicality and usability. And price is the eternal first topic. When the price is felt moderate, we will further discuss about logistics, enterprise management, follow-up services, etc.Furniture market
The demand is like drinking tea, some people like Pu'er, some people like green tea, and their tastes are different. In contrast, Suzhou has such a good soil, but Su Qi is very comfortable. Or the environment is different and the pursuits created are different. For example, if you own something, the rich people will pay attention to the brand, and the children of the poor people will be very happy to have a new thing. In 2011 , the first company of Nankang Muniu came out, and it felt like a Chinese New Year in the following year. So, in the follow-up, many companies came out together. The Suzhou Furniture Fair was held. Some companies have watched it for four years and felt it for four years. They slowly know what products can attract consumers. They can consider from the perspective of consumers to develop and design products that are suitable for the market. growing. Nankang's participation in Suzhou is an experience. The prospect of Nankang Furniture is immeasurable. I think Nankang Furniture will be an indispensable intermediate force for Chinese furniture in the future. However, I still hope that the calmer the enterprise, the more rational the better.2. Industrial clustering is an inevitable way
Hu Weidong: Chairman of Jiangsu Sikexin Home Furnishing Co., Ltd.
At the Suzhou Exhibition, Sking achieved its purpose of displaying its brand image. Observing this Suzhou exhibition, Nankang enterprises can be described as surging and come to the exhibition with a unified image of "China Jiangxi Nankang". This shows that the other party's government is more supportive, and the other party has certain strategic measures and strategic plans to go out. From this perspective, Nankang's follow-up development must have more stamina than Jiangsu. From the perspective of the development of the large furniture industry , it is a good thing.
Under the analysis, Nankang firstly has rich technical talents and has an advantage over Suzhou. Secondly, the government has never paid attention to attention, and the subsequent development of industrial development has gradually formed an industrial cluster. Therefore, when the industrial agglomeration develops, everyone will focus on it. Then, all relevant resources and information are input to that place. In other words, the current Nankang furniture industry craftsmanship, logistics, etc. need to be improved, but after entering through external forces or standards such as international and domestic industry leaders, for local industrial development, regardless of the amount of purchases, standard processes, processes, etc. There will be a leap in development. What Nankang urgently needs to solve is logistics. The rise of an industry anywhere, logistics is very important. Because of the large amount of furniture, logistics occupies a large cost. In time, when the R & D technology is close to Guangdong, it will have a big impact on the southern China region of Guangdong, especially those enterprises that produce low-grade furniture. Looking back at Suzhou, why didn't it take the lead to develop into a real industrial gathering place? The comprehensive reasons are: because of the developed economy, the local government does not particularly support the development of traditional industries. Enterprises are too speculative, and profit is the first to make money in order to make money. Awareness is still in the stage of doing business, and has not risen to the pattern of doing business. A lot of enterprises are not clear about what they want to do, without clear development strategy planning and positioning, and follow the trend.Industrial clustering has become the direction of industrial development, and Suzhou's future development path is also here. It can also be said from the Nankang Baotuan attack on the Suzhou exhibition that it is still too late for Su Qi Baotuan to travel.
3. Improving the quality of its own enterprise is the king
Ruan Xiuyao: Chairman of Suzhou Xinhongji Furniture Co., Ltd.
If we stand still, Nankang will not catch up with us for more than two years.
Looking back at ourselves, because our thoughts have not changed, it is too "yelang arrogant". The so-called "standardism, official standardism" harms us. I have always believed that there is no eternal winner in this industry. To maintain an empty cup mentality and to be clear about your pursuits, every day is a new beginning. This industry must be constantly promoted, because the industry's entry barrier is low, and only continuous efforts will not Will be caught up quickly by others. Under the pattern of industry reshuffle, what we lack is our own team building. At present, the development of enterprises in the entire region of Suzhou is still in the imitation stage, and those who imitate continue to imitate, without departing from this ideological understanding. Imitation is not a good thing. It's like stealing food from other people. How can you survive if you can't steal food one day? Of course, the idea that "the market share in East China is already large enough and there is no need to go out" is absolutely wrong. Because the so-called "large enough" in East China is just a foothold, we must rush out of East China and move towards the whole country. The result of any competitive analysis is to be professional and take a differentiated route, at the same time, improve the independent development capability of their own products and increase production capacity. Enterprises that take the improvement route are destined to go too far, because any improvement and takeover do not create a climate, and only continue to enhance the strength of their own enterprises, enhance market understanding of products and deepen them. Our manufacturing industry cannot rely solely on the market and cannot rely on feelings. When the feelings come out, the market has been lost. It is necessary to walk in the forefront of the market and the home improvement design market to guide the market trend. How the market is not terrible, the key is how to tap the market potential, can do innovative and leading things. Whether it is the "wolf" or the "sheep", I think we need to find our own strengths and advantages, take a differentiated route, and improve ourselves. Improvement is not the way out. No fancy doctrine will form a climate. Only continuous improvement will enhance the understanding and deepening of products.4. Breakthrough, transformation and upgrading is already the mainstream
Wang Weixing: Deputy General Manager of Jiangsu Yamu Industrial Co., Ltd.
After all, what should come is to come. "The one who wins East China, gains the world" has become the first choice for the national furniture brands to break through the second and third tier markets.
East China has a strong market demand. East China has a population of hundreds of millions and has the best customer resources in the country. At the same time, East China is also one of the areas with the most complete channel construction for furniture companies. Such huge customer resources will inevitably attract powerful furniture manufacturers across the country, especially in East China, including Likou, Subei, and Zhejiang, competing for this high-quality market, and has become a dealer, merchant, and enterprise attracting customers The biggest concern. After many years of development, Likou International Home Furnishing City, which "first markets first, then factories" is no longer just a store for end consumers. Today, half of the business in the mall comes from bulk wholesale business. With so many homes, the furniture logistics park, which is still under construction, will integrate furniture storage, transportation, quality inspection, finance, and communications on one platform. Whether ordinary consumers or bulk buyers, all customers can enjoy one here Station service. The relatively superior investment environment, preferential policy environment, and excellent service measures all attract more and more investors and furniture merchants.Because Nankang is "first factory and then market", it said that it is necessary to seek a product sales market. In this way, participation in Suzhou and Chengdu exhibitions has become the first choice for the regional market outside the breakthrough. Their entry, like the entry of South China enterprises in the past, is a supplement to a certain strength for the East China regional market.
Unclear positioning is the overall status of the furniture industry
On another level, we also need to reflect on the entire industry and ourselves. The overall format of the furniture industry is confusing, whether at the property channel level or at the manufacturer's product level, there is a general unclear positioning. First of all, there is no hierarchical level in the planning of channel properties. In many cases, the brand is based on price. In order to complete the investment promotion task at the beginning of the investment promotion, the store will not give the product a recommendation for product positioning, so that many products do not match the positioning of the store, and there is a phenomenon of not being in a grade, which in turn causes some consumers to consume , That the product name is not true. Secondly, many manufacturers do not know the positioning of their products, nor do they know where the channel is. Asked many manufacturers about their company's product positioning is a general plan, general positioning, no details to each link. Adding the reasons mentioned above to the channel providers makes their manufacturers' product positioning channels inaccurate. Finally, there is no marketing in the furniture industry. At present, the marketing of the furniture industry still does not comply with the rules of the market game, and blindly follows the "emotional marketing" -based marketing methods, resulting in unhealthy development of the industry.ã€postscript】
As far as the development of an industry is concerned, the improvement of the industry chain and the corresponding development environment are conducive to the improvement of the corporate brand image. From the environmental platform provided by the store, the supply of raw and auxiliary materials, the cultivation and intellectual support of the talent environment, the introduction of high-tech production equipment and the follow-up of modern management systems, these are indispensable for the healthy and sustainable development of an industry. .
In general, the furniture industry in Jiangsu may not have a long development period, and the industry chain needs to be improved. But under the general environment, for the enterprise, what can be changed is the self. Workers who want to improve their tools must first sharpen their tools. At the moment when the combination of big design and aesthetics is transformed into economic power, the four major elements of talent, product research and development, brand strategy, and corporate culture mainly promote the development of the enterprise. For the Soviet enterprises, under the market competition environment, what they need is to look at the outside world and reflect on themselves, and where to go in the future. We cannot change the world, we can only change ourselves. The road is at your feet, the future has come.
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