The coexistence of high growth rate and low-level operation, inherently fragile capital, coupled with the tremendous changes in the international market, the awakening of domestic consumer brand awareness, the national policy requirements for environmental protection, low carbon and the integration of the survival of the fittest in the industry will make the furniture industry in the future In 5-10 years, a large-scale brand reshuffle will occur, and some furniture companies with inadequate core competitiveness, lack of brand advantages, and chaotic management will be eliminated, and a large number of furniture brands will be withdrawn from people's attention. The home appliance industry has emerged and interpreted the problem of further concentration and extinction of brands in the past ten years. The arrival of the furniture industry brand era will also perform such a process. First, lack of core competitiveness, following others, and keeping pace with others. Enterprise products are similar, and marketing methods are similar. Eventually, they will be eliminated by fierce competition. Second, there is no strategic planning and the brand awareness is weak. If the partial tactics of scattered headaches, head pains, and pains are not applied to the integrated marketing communication transformation under the guidance of marketing strategies, it will be a matter of time. Third, in the game with the channel dealers, furniture companies lack the right to speak, and this lack is fundamentally due to the lack of brands. In front of strong channel dealers, how can furniture companies master the right to speak? How to integrate industry forces to increase the bargaining chip for competition? Fourth, lack of industry collective competition awareness and international competition talents. "One Jackie Chan, three adult worms", each with ghosts and affiliations, not only is not united, but also demolished each other, we are not uncommon. When we look at the multinational companies in China again, they as a whole hold high-end, but rarely see them squeezing each other in price, but on the contrary, they seem to be unusually united and friendly in price. On the other hand, in the competition to participate in the international market, we lack truly effective means other than price, and we lack the experts in international marketing. We compare the furniture industry to a person, a person who is tireless all day and does not get a good rest. When he is strong, he has never worried about his body, but the hidden dangers of disease are lurking in it. Once the climate changes, the corresponding Symptoms will show up quickly, but no matter whether external factors change, the disease will come up sooner or later. The same is true for the development of enterprises and the industry. Leaving aside the financial crisis, China's furniture industry, which develops rapidly and bears a high load, also has such hidden dangers, but the arrival of the crisis makes the long-standing problems and contradictions exposed early. In a recent industry forum, Zou Wenlong, chairman of Jisheng Weibang Group, pointed out in a sharp way that the current Chinese furniture industry is experiencing difficulties. The deep-seated reason is not the outside, but the industry itself. That is the disorderly market competition. The reason is that the market order has been damaged all the time, or that it has been in a disorderly market competition environment for a long time. It is comprehensively manifested as excessive expansion of the industry, imbalance of market demand, and incomplete market rules. Therefore, the author believes that in the next 5-10 years, although the furniture industry will not be like the Zhongguancun a few years ago, a company will die in 9 minutes, and it will not be as fast as the brick kiln and plastic products industry because of the industry. Policy adjustments will soon disappear. However, if you do not strengthen the core competitiveness of enterprises, strengthen brand building, and do not change the copycat approach that imitates the trend, if you are still ignorant of some abnormal phenomena and backward strategic and tactical issues, then there will be More than half of furniture brands will be helpless. At the same time, some oligarch brands began to surface.
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