The demand for office furniture has increased and the bottleneck has become increasingly prominent.

With the development of the economy, the number of enterprises is increasing, the demand for office furniture is also increasing, and the market prospect is good. The prospects are naturally a field that everyone is competing to enter. At the same time, foreign-funded enterprises are constantly pouring into the domestic market. The competition for domestic office furniture is becoming more and more fierce. Some weak office furniture companies are already in jeopardy. Only the leading office furniture companies that focus on R&D and product quality, represented by Kepai, can catch up.

Local office furniture brand awareness is weak

Faced with the rapid development of the office furniture market, many domestic office furniture companies only pay attention to “shopping” rather than product design and quality, and lack scientific marketing strategies. Lack of long-term, stable and scientific strategic guidance on product development, brand building, marketing, marketing, channel management, logistics and distribution, after-sales service, and vendor relations, so that it can only occupy the low-end office furniture market with low profit margins. As a result, international brand furniture has been in the leading position in the middle and high-end market of the office furniture industry.

However, looking at the development of office furniture in China, there is no such thing as an office furniture brand that has influence in China and even in the world. The reporter interviewed some enterprises and chambers of commerce. The general view is that there is indeed a phenomenon of homogenization and low-end competition in the office furniture industry. The main performance is: the company's design and development capabilities are not strong, new product development is mainly to imitate foreign brand products. Although many companies have begun to pay attention to brand management, the competition in the whole industry is still in the stage of product competition, which will inevitably become price competition. The main customers of office furniture are groups of enterprises, government agencies and other groups. Some enterprises are keen on "black-box operation" and pay insufficient attention to brand promotion.

The competition is getting worse and the homogenization phenomenon is getting worse.

Sales of office furniture have soared in recent years, with search volumes ranked in the top ten in August and September 2011. With the continuous increase of enterprises, the demand for office furniture is also increasing, and the market prospect is good. The prospects are naturally "scented", the competition of domestic office furniture is getting more and more fierce, foreign-funded enterprises are constantly pouring into the domestic market, and the young brothers such as Olin and Guanmei have been struggling to catch up. Those who used to be The companies that have grown up in the model of Bailey have gradually matured and are overbearing, and domestic office furniture companies are in jeopardy.

A person in charge of the company who asked not to be named recently told reporters that although the country has continuously raised the standards of the furniture industry in the past few years, the office furniture industry is still in a state of serious homogenization competition. The phenomenon of product copying and imitation in the industry is widespread. Some so-called Brand furniture manufacturers reduce costs by outsourcing cheap products to small factories, which affect market order.

Founded in 1993, this office furniture manufacturing company is an early entry into the office furniture industry in Zhongshan. "In the early years, we can rank among the top sales of Zhongshan office furniture companies, but now we don't know which one to slip to." The person in charge said that due to the low entry barriers, many short-sighted companies have increased their market share. Rate, do not hesitate to take all actions to obtain sales, non-standard market behavior or even black-box operations flooding the market, seriously affecting the competition order, and some enterprises that insist on quality wins are seriously affected in disorderly competition.

“For example, we have to invest a few million in a CNC center, but the low-end design of a small factory is tens of thousands of yuan. Most of these small factories are OEMs, and the products are mainly sold to second- and third-tier cities.”

Office furniture professional stores are less

In some large-scale furniture stores in Zhongshan City, the reporter learned that civilian homes still occupy the main shops in major stores, and there are not many stores with more concentrated office furniture. According to a marketer, the current marketing model of the office furniture industry is still traditional, and most office furniture companies still use traditional methods such as door-to-door sales, bidding, exhibitions, and catalog marketing.

However, the reporter also found that as Europe and the United States continue to improve the environmental standards of imported furniture, a large number of Chinese furniture export companies have significantly turned their sales direction to the domestic market. Many Zhongshan office furniture companies that are well-known in the industry have made great efforts in improving the brand's influence.

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