If the Chinese furniture market is a huge cake, then with the Yangtze River everything, the cake was cut off a big piece. Although 2011 is a difficult year for Chinese furniture manufacturers, especially in Guangdong, the Chinese market is still the most potential and the largest in terms of everyone's minds. People tend to start to change when they are in trouble, so the voice of industrial transfer and upgrading this year is getting louder and louder. However, it ignores the most effective method - expanding the market.
Due to various objective conditions, furniture in Guangdong, except for some larger companies and brands, many companies in the North account for no more market share than the Yangtze River. This includes logistics, climate, local culture, market characteristics and many other factors. At the same time, with the rapid development of the northern furniture manufacturing industry, its competitive pressure on Guangdong furniture is increasing. The northern furniture market, which is dominated by Beijing and Xianghe, is undergoing rapid changes and expansion with the development of the entire northern furniture industry. Beijing – with its political, economic, and cultural center as its capital, it radiates the surrounding provinces including Hebei, Henan, Tianjin, and Shanxi. It can be said that enterprises are the “land of battle†for enterprises to capture the northern market.
Conditional restrictions exist objectively, but the advantages of the Guangdong furniture industry cannot be ignored. From the product point of view, Guangdong's furniture products have certain location advantages in the minds of consumers, which is due to the inertial thinking that Guangdong has always formed as the oldest furniture producing area; from the brand's point of view, The well-known furniture brands in Guangdong are redundant with other production areas, which has certain advantages for the market, and for these big brands, it is they who can occupy a place in the north, especially in the Beijing market. However, for the small and medium-sized furniture companies that account for the majority, the Beijing market is more or less so mysterious, or like a piece of iron, whether it is based on its own brand influence or its own economic strength, it seems to be right. The Beijing market has no way to start. So, what exactly is the "river of the river"? The author's trip to Beijing may be able to help the Beijing market from a side, or how to enter the Beijing market.
Familiar with the store layout, choose the correct positioning
Beijing is a diversified city. As the capital of China, its consumer groups also have strong diversity. Different from the Guangdong region, its furniture sales channels are more abundant. In addition to the brand chain stores familiar to furniture manufacturers, there are also many independent stores, single-brand independent stores, comprehensive boutique furniture stores, building materials and homes. Different types of furniture sales channels such as supermarkets. In Beijing alone, there are more than 100 furniture consumption places, including professional furniture channels and chain stores, as well as comprehensive stores for the transformation of local manufacturing companies in Beijing.
Beijing furniture stores have also been developing in recent years, and its development trend mainly presents three characteristics: brand differentiation, regional division, and individual competition.
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