The furniture industry may enter a high-threshold era after a brutal fight

Brutal fight shuffle

Adjusting the shuffle, as far as the individual enterprise is concerned, represents a process of death and rebirth, but it is not necessarily a bad thing. In fact, as a result of the fierce fighting and fighting of enterprises, as far as the industry is concerned, it indicates the beginning of a mature process and the beginning of a bright future. Brand expert Zhao Long predicted that "this process will probably last for 3 to 5 years."

"Big industry and small enterprise" is a characteristic of China's furniture industry that is different from developed countries. The total output value of China's furniture accounts for 70% of the world's total furniture output. In contrast to this, the furniture industry lacks industry giants. There are currently more than 9,000 large and small furniture manufacturing enterprises in Guangdong Province, but those with 1% of China's market share are zero.

The first word of industry maturity is called "merger." In the next few years, "merger" and "elimination" will become the keywords of the furniture industry. According to Baredo ’s law, the most important part of any set of things is only a small part of it, about 20%, and the remaining 80%, although a majority, is secondary. "It is to let these 20% of large enterprises go to M & A or eliminate 80% of SMEs." Zhao Long said.

Zhou Benquan's statement is slightly different from Zhao Long. "1/3 of the enterprises will be eliminated, 1/3 of the enterprises will continue to do OEM, and 1/3 of the enterprises will become the backbone of the industry through industrialization and brand operation." Opinion, and predict that this knockout will continue at least until 2015, the surviving companies will share the furniture industry this trillion-dollar output "big cake."

In this knockout game, some companies are like crocodiles. As the earliest and most primitive reptiles to date, it still has fierce and tenacious vitality. Some companies are like pandas. Although they are simple and docile, they are faced with a huge challenge of survival threats and need to rely on artificial insemination to reproduce their offspring. The market economy naturally has jungle qualities, and the enterprises that survived the fight will become the overlords of the furniture industry like the jungle crocodile.

Compared with "crocodile" enterprises, "panda" enterprises always have the characteristics of weakness and tenderness, which is easy to make people love. But this is not necessarily the whole truth. Survival of the fittest should be taken seriously. What is particularly vigilant and thinking at this stage is, how can we be a crocodile? How to learn from crocodiles? Instead of thinking about how to save the giant panda.

If the government bears unlimited responsibility for giant panda companies, not only will the burden be heavier and heavier, but there may also be situations where good and bad companies compete for funds, raw materials, and energy. "Furniture manufacturing industry needs to be cultivated more, but it must be cultivated from the perspective of development. It cannot be one-size-fits-all and cannot be given unified support." Zhou Benquan said.

"Vulnerable furniture companies will shed tears to withdraw from the furniture industry or be annexed by other companies." In the furniture industry, some lives are furniture people, and death is a furniture ghost, which is very moving. Zhao Long said, "We don't want to see you leave, but I think that the growth of enterprises and industries must go through such a process."

Enter the era of high threshold

After a round of cruel fighting and shuffling, experts predict that the era of low thresholds is coming to an end and the furniture industry will enter an era of high thresholds. Enterprises will also move from extensive to intensive, from huge profits to meager profits. It's like running a marathon. Everyone runs about the same distance ahead, and athletes don't really start to distance until later.

The furniture industry has been called "low threshold industry" and "low quality industry" for 30 years. Has the industry not improved? The industry believes that the answer is no, just that the industry is not mature, and business owners do not yet have the ability to think systematically. Probably the last thing all bosses of furniture companies like to hear is that the entire furniture industry is still at the "low end of manufacturing". However, there is a newspaper in Guangzhou that lists the apparel industry, footwear industry, furniture industry, etc. as extensive industries, pointing out that the low-end manufacturing industry is still low.

From the beginning of the entrepreneurship, the furniture industry has "born in a virus" in management and thinking, but there is no "original sin". Many furniture companies started out with a low start, thick line production, developed by father and son soldiers, husband and wife, brother company and other forms. They started with a planer and a saw in a small workshop. Everyone worked together and worked hard to develop it.

But there was no clear plan in the early stages of development, and the river was crossed by feeling the stones. The direction of the company's development is also finalized by the boss. Management models and concepts are lagging behind, aging marketing models, serious homogenization and other issues have laid hidden dangers for furniture companies.

The relationship between furniture factories and dealers is slack, and the failure to reach a harmonious supply chain depends largely on the above reasons. A business owner has set a dead task for the regional manager-in the responsible area to open three stores, the regional manager does not have the ability to manage the market, directly to the dealer to set indicators, the cost of opening the store falls on the dealer, the dealer feels very uncomfortable Convinced: "Why open three stores for you?"

At present, the entire industry is undergoing drastic changes. If the boss of the enterprise continues to be stubborn and lacks planning, and still dominates the corporate culture based on personality, the enterprise may go astray.

The true meaning of the market is reality, and only those who grasp the reality have the opportunity to grasp the future! In the era of high thresholds, a 3- to 5-year plan plays an important role in the development of an enterprise.

"Unfortunately, many Chinese companies, especially private enterprises, are not aware of this. Even if they are aware of it, they do not know whether to position 2012 as the year of reform, transformation, start-up or the year of strategic planning." Zhou Benquan said.

The lack of entrepreneurs is also the reason why the furniture industry is called "low threshold industry" and "low quality industry". Traditional businessmen, bosses and entrepreneurs are business owners at three different levels. Businessmen are generally conscientious and only pay attention to the money and product quality of each transaction; the boss begins to consider and think about the business status of the enterprise; "The difference between entrepreneurs and them is that they have a lot of their own views and thinking about the industry. Thinking about how to provide society Excellent products, how to lead the industry, establish industry norms, and consider how to improve the welfare and cultural quality of company employees. "Zhao Long believes that the cultivation of entrepreneurs is essential.

In an era of high threshold, talents will be the core of the enterprise, and the development direction of the enterprise is no longer determined by the boss alone.

The current view of talent in the furniture industry is abnormal. On the one hand, corporate bosses are thirsty for talent, on the one hand, the family-style production and management model keeps talents out of the way. It is difficult for talents to integrate into the company's decision-making layer. The furniture industry is like a dwarf space. Only people with a height of 1.6 meters can enter, and the height of the talent is 1.8 meters. Every day when you go in and out, you hit the wall. How do you survive by bending down? Business owners also have high expectations for talents, hoping that people can produce golden eggs. Business owners will look at him with a scrutiny every day. The talents are very tired, and finally leave after leaving a plan.