"The deep water of the solid wood furniture industry" has become a deep-rooted idea of ​​many consumers. What makes everyone have such a concept? Mr. Xu, the marketing director of the Shanghai area of ​​Taiwan Shaker Furniture, has his own views on this. There are indeed various flaws in the solid wood furniture industry.
First, the original products of solid wood furniture are not valued. "Cottage" is common in all walks of life, but it is particularly obvious in the furniture industry. What is the reason? Consumers have not completely come out with the idea of ​​"solid wood furniture is nothing more than wood splicing" for the purchase of furniture. So, whoever plagiarizes, consumers don't care at all, they care more about wood and appearance. As a result, the style of plagiarism is prevalent in the furniture industry. Take Taiwan Shaq as an example. There are more than one brand that has exactly the same plagiarism in the market, and the living space of original brands is getting smaller.
In fact, in the purchase of solid wood furniture, consumers blindly emphasize the importance of wood, but often overlook the process, even the same wood, the same shape, different processes, will produce completely different furniture. Whether it is drying, painting, or stitching, the craft determines the quality of the furniture. The cottage of the furniture shape is easy, but the cottage of the craft is not easy.
Secondly, the brand awareness of solid wood furniture companies is weak. The weak brand awareness of the company seems to the layman not much impact on the industry, but it is precisely the immature performance of this industry. In a mature industry, its top ten brands generally occupy about 70% of the market, or higher. Only in an immature environment, the entire industry is still in a situation of melee in the Three Kingdoms. The industry of melee is not beneficial to consumers or the enterprise itself. Of course, there are companies that want to borrow money from melee.
The furniture industry should get rid of commercial warfare such as price wars and defamation of others, and spend more energy on brand building, which should be done by the entire industry. Some furniture, which did not spend much energy on brand marketing in the past, has been focused on focusing on products, and now more and more discover the charm of the brand, enhance the brand awareness of the enterprise, and create more additional for their products Value is also our top priority.
Finally, the current solid wood furniture market lacks powerful leading bosses. No company has a significant market share, nor can any company have a significant impact on the development of the entire industry. Why is there such a situation? There are three reasons: First, the entry barrier of the furniture industry is low, and the furniture enterprises of uneven quality are everywhere. 2. Furniture is a consumer-resistant product. It is difficult for any single enterprise to become a leading enterprise in a short time. 3. As mentioned earlier, the brand awareness of the company itself is too poor.
To become the leading brand of solid wood furniture is the 100-year plan of Taiwan Shaq Furniture. After half a century of efforts, it has been slightly effective. Half the time, I believe this dream will be realized.
A long time must be divided, and a long time must be combined, not only in the world, but also in shopping malls. The industry has been chaotic for a long time, and a leading brand will inevitably appear. This is the inevitability of history. We will wait and see!
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