In the past six months, the development of the furniture industry has been booming. After the introduction of the old-for-new and bright-coded prices, Melody’s popularity of venture capital has sparked the e-commerce revolution in the furniture industry, and then the home market has presented a situation of over-demand. At this time, the state issued a new national standard, and at one time the furniture market was withdrawn from the store and the price war took turns.
Pressure from all sides to boost industry e-commerce
In recent years, due to the influence of domestic and foreign economic influences and the regulation of domestic real estate policies, the downstream furniture industry has been in the cold winter. Therefore, it is for this reason that the new path of furniture trade-in, price tag, furniture e-commerce has emerged in the industry. Among them, furniture e-commerce can be said to be a major trend in the future development of the entire industry, playing a positive role in promoting the entire furniture industry.
The "Twelfth Five-Year Development Plan for E-Commerce" issued by the Ministry of Industry and Information Technology proposes that by 2015, the amount of e-commerce transactions will exceed 18 trillion yuan, and the number of SMEs that regularly use e-commerce will reach more than 60% of the total number of SMEs.
According to statistics from the China Internet Information Center, as of the end of December 2011, the number of Chinese netizens has reached 513 million, and 58.8 million new netizens have been added throughout the year. The Internet penetration rate increased by 4 percentage points from the end of last year to 38.3%.
Ma Yun once said that in the next five years, either e-commerce or no business can be achieved! Therefore, Melaleus's furniture e-commerce road has broken the current industry development fog and took the lead in winning market opportunities. In May 2012, the development of Melaleuca gained recognition in the industry and was favored by venture capitalists. Subsequently, the red e-shop and other furniture e-commerce platforms went online, and there was a burst of furniture e-commerce frenzy in the industry.
Market shrinks overstock
At the same time, the market has heard the news that the home store has withdrawn from the store and the store is over-supplied. In fact, the topic of excess home shopping is not a temporary rise, just as the furniture market is not dying. The reporter learned that due to rising operating costs, the profit range has gradually narrowed, and many businesses have begun to withdraw their stores. Especially in places like Jinan and Guangzhou. Take Hongxing Meikailong, the largest home store in China, for the first physical store in Guangzhou. Only three or four thousand stalls are still open. A large supermarket with a total area of ​​150,000 square meters failed to endure this cold current.
Recall that in 2010, many home stores began to expand the territory in major cities across the country, but now it has begun to withdraw from the store, which is enough to show that the home store expansion is too fast, and the current situation of oversupply.
The price war has been wavering
At the same time as the withdrawal of the store, the price war on furniture also started again. The sluggish furniture market and the increase in store rents are not the news of one day and two days. With the impact of e-commerce, the market has become more and more bleak. In order to drive the market, many businesses have made various tricks. For example, Jane Eyre started the home subsidy fund and free access to movie tickets, and some of the mid-to-high-end stores also created a home shopping journey for customers. All customers can make a round-trip ticket and five-star accommodation for free, and get 10,000 yuan in cash. Various promotional methods are really more and more high-end, full of gunpowder.
In August, the country introduced a new national standard for the furniture industry, which clearly defined the construction of various parts of furniture, especially children's furniture. Therefore, the furniture market will most likely usher in a new round of shuffling revolution. At the same time, the price war will start again.
Due to the strict requirements of the new national standard for the details of furniture production, this will result in those stocks being greatly reduced in price and the furniture produced after the new national standard will increase the price. The reason is very simple. The parts of the new regulations that were produced before the introduction of the new national standard can only be cheaply mad. The furniture produced after the new regulations are subject to high standards and strict requirements, and are more in line with people's modern scientific and healthy home life philosophy, so the price will be slightly adjusted.
The reporter went to a home store in Chengdu and found that many furniture began to be discounted. According to the shopping guide, all colored children's furniture will now be sold at a 50% discount, and the price is very affordable. For example, a set of 4 sets of furniture including bed, wardrobe, desk, bedside table, the original price of more than 10,000, now more than 5,000 can be bought.
It is understood that the main reason is that after the introduction of the new national standard, the impact on colored children's furniture is greater, so that the part of the furniture before the introduction of the new national standard is now starting to sell at low prices.
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