Chongqing - Expansion: the establishment of Liangjiang New District
On the occasion of the 13th anniversary of Chongqing's municipality, Chongqing Liangjiang New District was officially established on June 23, 2010. This is the third sub-provincial new district officially established after Pudong New Area and Binhai New Area, marking another national level. The development of the open key new district is in Chongqing. According to the plan, as the forerunner of the comprehensive urban and rural comprehensive reform experiment, the Liangjiang New Area will focus on building an inland open economy and modern industrial system, and will become an important advanced manufacturing base and modern service industry base in the interior, and become a financial institution in the upper reaches of the Yangtze River. The center and the innovation center will become an important gateway for inland openness and a demonstration window for scientific development.
What new opportunities for Chongqing to bring to the home industry from a new starting point? According to the Chinese home furnishing industry giant Red Star "McKay Long specially planned" asked the two rivers 'China Home Chongqing Opportunities' forum pointed out: Chongqing Liangjiang New District's future 100 billion home market capacity will make it the growth of China's home furnishing industry in the next five years The fastest place. To this end, Red Star. Macalline invested in the original planned investment of 250 million to achieve the just approved to complete the investment of 1.2 billion, and plans to open two more stores in the two new districts in 2012.
At present, the Hong Kong Furniture Association has brought its brand to the other high-end home store in Liangjiang New District. It is a unique super-large five-star experiential home art shopping plaza in the Liangjiang New District. It is reported that the first phase of the mall's investment will be completed in just 2 months. Most of the settled manufacturers hope to turn this point of Liangjiang New District into a logistics center, distribution center and exhibition center, which not only radiates the local market in Chongqing, but also extends to the entire western city and the entire Yangtze River basin.
Kunming - Acceleration: the hatred effect is obvious
Qiu He, secretary of the Kunming Municipal Party Committee, made great efforts in attracting investment. It took only one year to build the high-speed road network, and the transformation of the village in the city was quite large, which brought opportunities for the follow-up industry of real estate including furniture. In addition, the Kunming Municipal Government has a greater degree of government orientation in the furniture sales industry. Since the beginning of this year, Kunming's home consumption market has accelerated significantly, which has led to the expansion of the province's market space.
Since the furniture manufacturing industry in Yunnan is still not perfect, it is inevitable to introduce a good national brand into Kunming, including the entry of Shunde, Foshan and Shenzhen furniture brands, which will upgrade the furniture market and thus sort out the entire furniture market in Kunming. At the level, it is divided into high school and low-end, which makes the whole sales industry prosper.
At present, the national furniture sales chain Hongxing, the home of the family have been stationed in Kunming, but because there are more than 6 million people in Kunming and the population growth rate is still accelerating, there is still ample room for market capacity, so the competition can be benign. development of. After the relocation of the old city of Kunming, all the furniture malls are planned to the economic development zone of Guandu District of Kunming City, which is more conducive to market integration.
In fact, with the development of Yunnan's transportation industry and tourism, the market boundaries in Yunnan are quite vague, that is, the market level of the second- and third-tier cities is similar to that of the first-tier cities, and the acceptance of medium-to-high-end furniture is high. The requirements are also very high, which laid a good foundation for the successful copying of the Kunming market.
Chengdu - the beginning: the formation of industrial clusters
Thanks to the strong support of the government, Sichuan Province has become the earliest successful example of building a furniture industrial park and testing the effective agglomeration of the water industry. At present, regional brands featuring “Chuanpai†have begun to attract attention from the industry, and other industrial clusters have already At the beginning, there has been a clear distinction, and the Chengdu Furniture Industrial Park, which is China's largest industrial park, has become a model for success and a benchmark for the entire furniture industry.
Since 2001, the "Chengdu Furniture Industry Cluster Development Plan" and "China Western (Xindu) Furniture Market Planning Outline" and other related plans have drawn a blueprint for the development of the furniture industry across the era. In September 2006, the Chengdu Municipal Government officially named the Xindu Furniture Industry Development Zone as “Chengdu Furniture Industry Parkâ€. The park is located in the adjacent area of ​​Xinfan Town, Longqiao Town and Zhuzhuyuan Town in Xindu District. It is the center of the three major furniture production clusters in Xindu, Pengzhou and Chongzhou. The total planned area of ​​the park is 6 square kilometers, which is located in the furniture industry production and manufacturing base and the distribution center of household goods and trade logistics.
The total planning area of ​​Chengdu Furniture Industrial Park is 9,000 mu, and its composition includes production, R&D, and commerce (including the regional headquarters of the next step): The manufacturing project with an area of ​​3,600 mu has been basically completed and put into production, including 65 projects, its industrial agglomeration and industry. The chain advantage is obvious, the development shows a good situation, the influence of the furniture industry park has been expanded; the area of ​​100-200 mu land is used to build the research and development platform; and the planned commercial supporting land is increased from the original planned 1000 mu to 5000. Mu of pure land. Among them, product display accounted for the largest proportion, about 3,500 acres.
In recent years, this 5,000-acre net has gradually become a hot spot for investors to compete, and this year began to enter the investment stage. This land involves nine units. The global furniture CBD project accounts for about 1,500 mu, and is independently built by Xiangjiang Group. The other 8 units, although unified planning, form an independent area, with an average of 400-500 mu of land and 100 mu of land. These land have already been upgraded without construction. At present, the home and home Sichuan brand furniture outlet center, Love Light Fort has laid the foundation and entered the investment stage. It is worth noting that some of the investors after the store are from furniture companies. Obviously, Sichuan enterprises have begun to try after a certain scale. Diversified operations and capital operations.
Shenzhen - Upgrade: Transfer and Transformation
The stimulating roller coaster began to reduce the retail sales of furniture brands by more than 30% in 2008. The all-weather promotional offers are also difficult to increase popularity, which also indicates a reshuffle of the Shenzhen furniture industry.
In 2010, the total output value of the furniture industry in Shenzhen exceeded 100 billion yuan, an increase of more than 25% compared with 2009. The export value reached 4.5 billion US dollars, a year-on-year increase of 39%. The annual profit and tax for Shenzhen was 3 billion yuan, providing 20 Ten thousand jobs. According to Hou Kepeng, secretary-general of the Shenzhen Furniture Industry Association, the rapid development of the Shenzhen furniture industry “causes the whole industry to give more connotations to the furnitureâ€. Shenzhen furniture companies are “going up†step by step, paying more attention to design and R&D in production.
In 2010, furniture companies in Shenzhen have undergone major changes in transformation, brand upgrading, absorption of social capital, and industrial transfer. Especially in the advocacy and participation of the Shenzhen Furniture Industry Association, a very inland city in the central and western regions of China began to plan a series of large-scale industrial bases, and also thrown an olive branch to the furniture industry in Shenzhen. Shenzhen's new industrial structure has begun to operate, and the era of Shenzhen's “headquarters economy†has been fully opened. This symbolizes that the Shenzhen furniture industry has entered a new era.
Dongguan - Turn: Swing the mainland market
It is a miracle to cut the axe from state-owned factories and woodworking shops 30 years ago, and now to seize the global market. Dongguan furniture industry has thus created a 20-year profiteering myth.
At present, there are more than 500 large-scale furniture production enterprises in Houjie, with an output value of more than 2 billion yuan. At the same time, 10 large-scale furniture professional markets have been built, with a total area of ​​more than 500,000 square meters. “Furniture Avenue†is nearly 5 kilometers long and is a large-scale distribution base for furniture and machinery, materials and accessories. The two-year “Famous Furniture Exhibition†is one of the largest, highest-grade and best-performing professional furniture exhibitions in Asia.
These achievements have been written on past transcripts, but under the impact of the international financial crisis, the overseas living space of Dongguan furniture enterprises has been compressed, and opening up the domestic market has become an urgent problem for more and more Dongguan enterprises. Among them, branding bears the brunt.
On August 10, 2010, the “Dongguan Furniture†regional brand, with the support of the Dongguan Municipal People's Government and the Municipal Economic and Information Bureau, set sail with “Hefei·Dongguan Furniture†as its first stop. “Hefei·Dongguan Furniture City†has a construction area of ​​60,000 square meters and is mainly for the sale of medium and high-end furniture. It will open on April 30, 2011. Dongguan industry insiders hope that with Hefei·Dongguan Furniture City as the starting point, this model will be used to open 20 “Dongguan Furniture†chain stores in Anhui and China within 5 years.
Foshan Shunde - Guankou: Manufacturing a major town
Longjiang is known as “the center of Chinese furniture manufacturing†and “the capital of Chinese furniture materialsâ€. There are more than 1,500 furniture manufacturers and more than 10,000 raw material sales enterprises; Lecong furniture market, the total area of ​​shops is more than 2.8 million square meters, and it accommodates more than 3,000 manufacturers and distributors at home and abroad, and sells tens of thousands of kinds of furniture. It has a wide influence in the world furniture industry; Ronggui Town is known as the "hometown of Chinese furniture coatings"; Lunjiao Town's economy is mainly characterized by woodworking machinery, and is a major town of Chinese woodworking machinery; Shunde's unique furniture production area The advantages have also led to the production of furniture accessories in Leliu Town. In turn, Leliu has a full range of hardware packages, and also provides furniture manufacturers with a level of special components.
The advantage of industrial clusters has made Shunde Furniture a pivotal position in the country. However, this unparalleled sense of superiority suffered a setback in the fierce competition in the domestic market in 2010.
Xu Boming, dean of the Shenzhen Furniture Research and Development Institute, believes that Shunde Furniture is currently in the final stage of the industrial cluster. There are three outlets: one is to highlight the encirclement, the other is to maintain the status quo, and the third is not falling. Which one is it, leave time to answer.
Hangzhou - layout: foreign chain and local store game
In the history of the development of Hangzhou home stores, 2010 is an extraordinary year. Whether it is the unprecedented “collective†and exertion of the five major foreign chain circulation brands, or the offensive and defensive and external expansion of local regional brands, it is worthy of being an important part of the year-end inventory of Hangzhou home. In the cooperation and wrestling between foreign chain stores and local regional brands around the business circle and layout, the Hangzhou home store has unconsciously pushed down a new round of change and integration of dominoes.
Red Star Meikailong Yifeng Store holds a group of Sichuan brand furniture direct sales management, cooperates with manufacturers to reduce the middlemen link, and the more advantageous price can not only attract Hangzhou consumers, but also rely on the advantages of city, high speed and provincial road. The vast second and third tier markets around Hangzhou have laid a solid foundation. According to the development plan of the Red Star Macalline and Zhejiang-Zhejiang region, new stores will be opened in 14 cities including Wuhu and Hangzhou within three years.
There are also foreign chains and local predators joining forces. For example, Ouyada and the commercial real estate company's Tianyi Group's cooperation, Hangzhou Yuexing Home borrowed brand real estate business Forte Group, the actual home teamed up with Hangzhou local Guangming Group, all of which confirmed that "the business community has no eternal enemy, it turns out As long as the result is a win-win legend.
In the face of many powerful opponents, there are such a number of old brands in the Hangzhou home market. In 2010, they chose a defensive strategy based on adjustment and cultivation. But defense is not the same as stagnation. The defense is to better gather energy, fight back at the right time, and explode. Compared with competitors, the International Building Materials Museum is looking for a new mode of market operation that can win multi-win; Jiahaojia price lock, product guarantee, sincerity marketing, so that consumers are more willing to pay the bill; Hangzhou Decoration City sword slant: positioning parity In the market segment, the new market and new marketing and marketing strategies.
In Hangzhou, the rapidly rising market operating area, and the ever-decreasing sales per square meter, is a testament to the fact that the city is no shortage of home stores. The foreign chain home market, led by Red Star Macalline, is rapidly forming a chain network, and it is necessary to achieve a disruptive breakthrough in business models by refreshing the boundaries of business integration. The increase in the degree of integration of the industry, in addition to allowing consumers to go all the way to the end of the shopping, for the store also created a new profit growth point. The richness and soundness of the benchmark business formats have also promoted the “big home†speed of the whole industry.
Suzhou - Rise: The store went in and went out to go out
At present, the mouth of Suzhou, as the commercial capital of China's oriental furniture, is located in the economic center of the Yangtze River Delta. Not only is the transportation network developed, but the consumption power of the surrounding areas is strong. After years of development, the furniture industry in Sakaguchi has become increasingly large. At present, Sakaguchi has formed a furniture market of 1.5 million square meters. Almost all furniture companies that have entered the furniture market in East China have offices here and have become furniture in East China. Market distribution center and warehouse distribution center.
Some people say that "the winner of East China, the world", can be seen in Suzhou's position in the furniture industry.
In addition to market advantages, Suzhou's furniture industry has also emerged in the development of many years. At present, the rise of a large number of Suzhou enterprises, such as Sikexin, Xinhongji and Nazca, has made Suzhou's furniture industry status constantly improved. Suzhou enterprises frequently participate in important furniture exhibitions such as Guangdong Furniture Fair, Shenzhen Furniture Fair and Shanghai Furniture Fair, which also make the domestic furniture industry pay more attention to the Suzhou furniture industry. More companies are concentrating on brand building, improving channel construction, taking brand routes, and increasing brand awareness in the industry.
In 2010, it promoted the strategy of “going out†in Suzhou's local furniture enterprises; the Suzhou International Furniture Fair, where foreign companies perfected their own market channels in the East China market, successfully held two sessions. Since the Suzhou Furniture Fair in 2009, it was held in China. The history of the exhibition industry has created a miracle, which has brought huge development opportunities to the furniture industry in the Yangtze River Delta. More than 300 new furniture factories have been created, resulting in a “labor shortageâ€. The “one store is hard to find†in the Sakaguchi Furniture City. The situation has attracted the attention of the national furniture industry to Suzhou.
It can be seen that in the next few years, as a key development of the furniture industry and distribution center in Suzhou, the Sakaguchi furniture market will usher in a leap-forward development.
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