China's furniture industry must accelerate the construction of its own brands and build a strong brand. This issue has been raised a few years ago and is still a hot spot today. A problem can last for several years and people's attention can be seen, showing the universality and seriousness of the problem.

There are more than 50,000 furniture companies in China, but the famous furniture brands are few and poor. Many companies are doing OEM processing for others. Coupled with the general lack of research and development strength and financial strength of China's furniture industry, low value-added products and weak competitiveness, it is impossible to compete with foreign strong brands. China's high-end market is almost dominated by foreign brands, and domestic brands can only be low-priced in the low-end market. China's furniture industry must seize the high-end market, and the rise of the brand is imminent. Then, how can Chinese furniture brands rise? In this regard, Jiuzheng Building Materials Co., Ltd. consulted professionals in the industry that dialectical thinking is the ideological weapon for the rise of furniture brands.

First, the advantages and disadvantages of the gap between the two to survive

The Chinese furniture industry is currently in a very embarrassing situation. On the one hand, many large foreign companies invest in the Chinese market. They either set up furniture companies in China or find suitable OEMs in China. In addition, many foreign strong brands such as Lacuna, Fukla, IKEA, Fulaisha, Vitra, LEMA, TEAM, BONALDO, ARTETIPO, KOIOR, MOLTENI&C, BIMAXDE, etc. also entered China in a big way, splitting the domestic market. On the other hand, domestic furniture companies have proliferated in large numbers, and there have been more than 50,000 furniture companies that have been battling and fighting.

From the current situation of China's furniture industry, we have seen the contradictory unity of contradiction, so the furniture industry must use the dichotomy to analyze problems and see the benefits and gains of things. Large foreign companies and strong brands have entered the Chinese market. They have caused certain threats to Chinese furniture companies: the market has been divided, the high-end market has been occupied, and consumers have been robbed... but their presence has brought learning to Chinese furniture companies. The opportunities of advanced technology, management methods and marketing models have promoted the rapid expansion of Chinese furniture enterprises. The OEM processing has also improved the production technology level of Chinese furniture processing enterprises to a certain extent, and the capital has been accumulated. Similarly, the existence of a large number of furniture companies in China has caused the furniture market to be scattered, chaotic and miscellaneous. The market is difficult to manage, large-scale, group-oriented and efficient, but the fierce competition has contributed to the rapid development of the furniture industry. When analyzing the status quo of the furniture industry, the Chinese furniture industry must abide by the principle of thinking that everything should be divided and everything must be divided. Divide things into two, both to analyze its beneficial side, but also to analyze its drawbacks. The Chinese furniture industry should not think that there is no opportunity for development in the current situation of internal and external pincers. The opportunity is always there. The Chinese furniture industry should turn its harm into profit, strengthen vigilance, improve competitiveness, and survive in the cracks.

Second, deepen the dialysis of deep crisis

China's furniture industry prevails in two major ethos: OEM style and plagiarism. Many Chinese furniture companies have embarked on the OEM road in pursuit of short-term profits, and are willing to start a behind-the-scenes processing plant for foreign companies. At the same time, plagiarism in the furniture industry is very common. In order to save R&D costs, shorten the time to market, and seize the market as soon as possible, many furniture companies have copied other people's original designs. Plagiarism has given them a lot of benefits in the short term.

But analyzing things can't just stay on the surface. We should look at the essence through phenomena. The Chinese furniture industry should see the deep crisis behind the prosperity through the surface prosperity brought by OEM and plagiarism. Although OEM and plagiarism can bring short-term profits to enterprises, they are a potential hidden danger in the Chinese furniture industry. The OEM atmosphere has made many Chinese furniture companies enslaved, relying on others, lacking the entrepreneurial spirit of self-reliance and self-reliance, and delaying the process of shaping the strong brand of China's furniture industry, resulting in Chinese furniture brands not competing with foreign brands, market profits. Very small. The prevalence of plagiarism has caused huge losses to many original enterprises, which not only greatly damaged their interests, but also dampened their determination and confidence in their own development, which has greatly threatened the shaping of Chinese furniture independent brands. Plagiarism also caused the lack of fair competition in the furniture market, which brought many problems for the development of the industry. Therefore, the Chinese furniture industry should raise the perceptual knowledge to the level of rationality, analyze the problem rationally, and analyze the origin of things. Only by seeing the nature of things can we take the right measures. China's furniture industry should rectify bad atmosphere, turn OEM into ODM, eliminate plagiarism, independently research and develop, create independent brands, and strengthen brands at the same time.

Third, forge ahead and gain insight into long-term interests

There is a “two nos” phenomenon in China's furniture industry: no innovative design capability and no brand marketing awareness. On the one hand, due to the lack of financial strength of Chinese furniture enterprises and the scarcity of R&D and design talents, the furniture industry lacks independent creativity, innovation awareness is not strong, and it is rarely self-developed, and clone products are rampant. On the other hand, China has tens of thousands of brands, but there are few strong brands, and it can form a clear image in the minds of consumers. Therefore, at present, the way the Chinese furniture industry competes for the market is still dominated by price wars, and the market is “low price”, but the profits are often small.

We know that the "two noes" of China's furniture industry will definitely restrict the development and growth of the furniture industry. It is not a long-term policy to win the market with price. Therefore, we should look at the problem with a developmental perspective. Things are always developing and changing, and we should predict the direction and outcome of things. In the future, the furniture industry must be an era of innovation and brand wins. Therefore, furniture companies should have a vision for development, long-term plans, and insight into long-term interests. China's furniture industry should pay attention to design innovation and technological innovation to enhance the competitiveness of enterprises and increase the proportion of medium and high-end products. Adhere to independent innovation, improve the level of furniture production management, and thus enhance the market competitiveness of enterprises. At the same time, the Chinese furniture industry must also brand and capture consumers with brands. Yuanzhuo brand institutions believe that the branding of China's furniture industry is a systematic project. It not only includes corporate image design, but also a series of work such as corporate culture construction, brand strategic planning, brand positioning, brand communication, and brand fine-tuning. Furniture companies need to be branded because of “enterprise”. Their specific performance is not just investment promotion, advertising, publicity, public relations, sales, but the continuous transmission of corporate strength from the inside out. It should include all internal and external action elements of the enterprise. Including: entrepreneurs' words and deeds, recruitment and training, establishment and improvement of corporate systems, corporate culture, product development, sales models, terminal layout, promotion, advertising and public relations activities.

Through the above analysis, we have seen the rise of Chinese furniture industry brand, the use of dialectical thinking is very important. Thinking determines everything, and correct thinking can lead war to victory. The Chinese furniture industry should integrate philosophy into brand building, use a variety of modes of thinking, and adhere to the dialectical thinking method. Only in this way can the Chinese furniture industry realize a leap from perceptual to rational understanding, in order to penetrate deep problems and implement correct strategic methods. To enable the brand to rise rapidly.

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