In the mid-growth furniture industry , the market competition is becoming more and more fierce. In order to curb the “white-hot competition†and “disorderly competitionâ€, the call for standardization of overall furniture production has gradually begun. Chinese furniture currently has only “enterprise†standards, and there is no “industry†standard that the entire industry adheres to. Compared with a foreign furniture company's annual output value of 10 billion yuan, Chinese furniture companies look forward to the "foreign" sigh, and more strongly call for the early development of industry standards to regulate the chaotic furniture consumer market, but often the slogan is loud, The action is nothing but Seoul.
We can find that there is a common problem in various industries, and the phenomenon of product homogenization is very serious. Whether it is the integrated stove industry or the emerging whole furniture industry, the industry is popular with “takenismâ€, and plagiarism is serious. Many manufacturers Because there is no own design team, send a commercial spy to copy the original works, and put it into the market with a little change.
At the Milan Furniture Fair held recently, the “Chinese Ban†brand was once again erected. Some international big-name furniture dealers rejected designers from China on the grounds that they might be suspected of plagiarism. A few years ago, there was a situation in which the newly designed furniture products at the Milan Furniture Fair were often mass-produced in China shortly after the show, and they were also labeled with Italian imports. As a result, the allegations of Chinese suspicion of plagiarism are increasing in the international furniture design community.
The industry believes that China's overall furniture industry is still in a period of development, and many of the specifications in the industry are still not mature and perfect. Funds, equipment, and technology have not yet reached an "ideal state." Nowadays, some small furniture companies are pursuing immediate interests and coping with the slow turnover of funds, worshiping “takenism†and giving up thinking about technology and design innovation. However, pure "bringing" must affect the long-term development of enterprises. A high-quality furniture enterprise should be original in terms of product characteristics, positioning, and after-sales, in order to win market competition and establish an impressive brand image. , to achieve long-term development.
Two major restrictions become obstacles
There are two reasons for limiting the standardization of the Chinese furniture industry: one is the objective reason – real estate; the other is subjective – the lack of leader. First of all, China's apartment types are diverse, and different real estate developers develop different types of units. This is the source that makes it difficult for Chinese custom home furnishing companies to implement standardized production. Now the current situation of China's real estate is that developers have the right to speak in the entire Chinese real estate market, and the government-led "energy" has been weakened. As a result, this objective reason is difficult to be fundamentally resolved in a short period of time.
In terms of subjective reasons, Chinese furniture companies are generally at the stage of exploration. Some pioneers in the furniture industry have also thought about introducing foreign standards into the country for digestion and conversion, but because of the heavy workload, wide coverage, and financial strength. For various reasons, it is blocked, so each company is looking for such a "leader" who can shoulder the heavy responsibility.
Shouting slogans become formalized
The Chinese furniture industry is an industry that combines three forms of “labor-intensive, service-intensive, and technology-intensiveâ€. The characteristics of customization are evident in these three forms, so the consumer market also presents a wide variety of categories. The current furniture companies can have such high returns and high profits. But this does not mean that there is no rule to follow.
At present, the standard scale of each overall furniture brand is different, but for furniture sliding doors, the usual design dimensions are in accordance with certain rules, but only specific to each brand. At this time, the biggest bottleneck is not from the consumer market, but from the production enterprise. Because, even if some companies have established perfect standards internally, they will hide and squat, and will not be so generous in the face of competitors to discuss and discuss. After all, this is their own "treasure of the town" and "winning the market." Blade". Therefore, when the corporate giants talked loudly at various summits and forums, even if they shouted that “the development of industry standards is imminentâ€, this is just a form of “hahaha†behavior.
Industry pioneers did not appear
Who is going to take this lead in setting the standards for the Chinese furniture industry? The author believes that if there are three forces, if they are organically combined, they can take up this important task: national associations, brand enterprises and software research and development institutions.
As far as the nature of the association itself is concerned, the value of its existence is to form a joint force to regulate the entire consumer market through joint production enterprises. This is the mission of the association. The association can gather mainstream enterprises, put the issues on the table, openly and honestly, brainstorm ideas, collect opinions and suggestions from all parties, refine and summarize them, and submit them to the standardization department for review and implementation.
Followed by brand companies. As the “first mover†of the industry, these companies have accumulated a wealth of experience and lessons, formed their own complete set of solutions, and then rely on their brand influence and channel advantages, can influence the direction of market consumption.
The last force is the software development organization. A major difficulty in the development of standardization is that the performer must have professional qualifications and teams. Software R&D institutions have assembled such elites, and there is no fundamental conflict of interest in their work direction and content and standardization.
In summary, the road to standardization in the Chinese furniture industry is not far away. Things are man-made, not just shouting slogans.
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