The core tip shifts to the high-end furniture industry in China. Sichuan and Guangdong are two important forces. Traditionally, Guangdong furniture is mainly exported to the domestic first-tier market, while Sichuan furniture is targeted at the domestic second- and third-tier markets. However, the situation is changing. When the “Dragon Bridge†furniture represented by Emperor Biao, Sunshine Linsen, and Haodi took root in the first-line market, Chuanpai Furniture was staged a stage to seize the high-end drama... China Longqiao Home Expo City, which is home furnishing such as furniture, lamps, ceramics and home textiles, has been presented. It will be built after Guangdong Lecong, with a total area of ​​more than 3 million square meters. It is the second largest home business center in China and has become a factory. Headquarters display center, wholesale trading center, marketing center, logistics center, exhibition business center, research and development training center, information center in one high-end platform. The “Southwest China Home Furnishing Expoâ€, which will open on September 30, is the first overall debut of China Longqiao Home Expo City. "Chuanjun" counterattacks from the second- and third-line markets to the first-line market in the Dihao Home Business School. The lecturers are explaining the design concepts and matching methods of each product of the Emperor's standard to dozens of students. Soon, a three-story Emperor Dream Home Experience Center will be open to the public at the Zhongrun·European International Home Furnishing Headquarters in China's Longqiao Home Expo City. A total of 8,000 square meters of experience center, half of which is used to display 12 sets of products in the company, and the other half is integrated with the world's top furniture products. Among them, of course, the Emperor’s own furniture is also included. “Dare to show it with the world’s top furniture, which in itself shows the confidence and confidence of the Emperor’s standard!†said Zhang Yun, director of the planning and planning department of Emperor. This confidence of the Emperor's standard is also manifested in the bold use of its own brand image. In July of this year, Emperor Biao began to launch the suite series. In the furniture of the suite series, the wardrobe, bedside table and wine cabinet were all marked with the “TEBO†logo, and the brand LOGO was organically integrated into the handles of the furniture. In this way, the recognition and recognition of the Emperor's standard is enhanced. The confidence of the Emperor is not born with it. After years of development in China's furniture industry, especially in recent years, Guangdong furniture with Shenzhen, Dongguan and Shunde as the core, Sichuan furniture with Chengdu as the core and northern furniture with Beijing as the core, the three pillars have supported the domestic The general pattern of the "Three Kingdoms" in the furniture market. Due to the strategy of “urban encircling the cityâ€, Chuanpai’s popular positioning makes its design and price practical, which makes Sichuan brand popular in second- and third-tier cities. According to statistics, in the domestic domestic market, Sichuan Furniture has achieved a 70% share of the county-level market and has an absolute advantage. Sichuan Rongsheng Wei, secretary of the Sichuan Chamber of Commerce for Import and Export of Furniture, told reporters that in the national furniture industry, Sichuan furniture was once weak, but this "weak" is not the weak strength and quality of Sichuan furniture, but the satisfaction of the high-end market of furniture. The ability is relatively weak, and now, Sichuan furniture is coming out of the low-end image, design and manufacturing has the ability to compete with the first-line brands. Some of the enterprises in Sichuan have begun to upgrade from product development to brand building to marketing techniques. Zhou Fajun, executive vice president of Sunshine Linsen, told reporters that 90% of Sunshine’s product development is for the second and third-tier markets, but now, the ratio has dropped to around 70%, and the company’s R&D and design capabilities are The first-line market is concentrated, and Sunshine Linsen high-end series such as "Louis Kasha", "Counter Manor" and "Senna Style" are developed. The data shows that in the Chengdu Furniture Industry Park, the company's independent innovation research and development design has been significantly enhanced. Most large and medium-sized backbone enterprises in the park have established technology research and development institutions, and their patent application awareness has been significantly enhanced. From 2005 to 2011, the cumulative number of patent applications reached more than 1,000, ranking the forefront of the domestic industry. The park has also established a national-level furniture product quality supervision and inspection sub-center integrating scientific research, testing, standards and research and development. The testing center has signed a quality inspection agreement with the park enterprises, conducting random quality supervision and random inspections on a regular or irregular basis, covering the park and radiating. Chengdu guarantees the brand advantage and quality standards of Chengdu furniture industry. The brand road from "refuse to enter" to "home invitation" Sunshine Linsen executive vice president Zhou Fajun has twice rejected a national well-known home store strategic alliance cooperation. In the cooperation plan given by the store, it is stipulated that no matter where the store is opened, Sunshine Linsen's products will be laid, which is unacceptable to Zhou Fajun. "If there is a problem with his location, our dealers can't do it at all. What is the significance of such an alliance?" Zhou Fajun said. The foundation of Sichuan's furniture is unimaginable. Until 2009, after many rejections, Hao Di Furniture entered the Red Star Macalline with the “slow furniture†solid wood series, becoming the Sichuan furniture that entered the first-line home store earlier. Sun Tao, assistant to the chairman of the board and marketing director of Haodi Furniture, said that in the process of cooperation with Red Star Macalline, Haodi is constantly learning and upgrading, from store packaging to brand image, which is different from the past. Sichuan furniture, which has been solidly built from the second and third tier markets, is also step by step. Around 2000, the all-friends furniture and the Pearl of the Pearl took the lead in advertising on CCTV, causing a sensation in the national furniture industry. Subsequently, Chen Baoguo endorsed Hao Di, Zhang Weijian endorsement Sunshine Linsen, Emperor label about the popular Huang Xiaoming... For a time, the Chengdu Furniture Industrial Park in Longqiao became a place where stars were piled up. Participating in influential exhibitions across the country and even the world is also an important way for Sichuan furniture companies to enhance their brand influence. By 2012, more than 30 companies have participated in the exhibition in Guangdong. Through the first-class exhibition and trade platform, the company's brand image has been enhanced, and it has become the consensus of more and more large-scale furniture enterprises in Sichuan that have research and development capabilities and are interested in the national high-end market. . Up to now, Chengdu Furniture Industry Park has four well-known trademarks such as Landscape Home, Langdu Furniture, Haodi Furniture and Xinxiang Wood, and 23 Sichuan Famous Brands, which are represented by Levi and Tianjiao. The characteristics of hotel office furniture, such as solid wood doors and floor features represented by Chiba and Hongji, the characteristics of sofa furniture represented by emperor and wave, and the characteristics of bedroom furniture represented by Haodi, good scenery and sunshine Linsen. . The vision of making furniture in Sichuan is far more than that. In 2011, Sichuan Furniture held a group to participate in overseas exhibitions for the first time. In 2013, the four-day INDEX Middle East Dubai Furniture and Interior Decoration Exhibition was held in Dubai. Eight companies including Pioneer, Emperor, Shuanghu and Meilunmei participated in the exhibition, which blew the horn of Sichuan furniture entering the overseas market. The exhibition trade and circulation jointly supported the China Longqiao Home Expo City. Due to the multiple policies of the property market and the slowdown of export, many furniture companies, especially the eastern coastal enterprises, are experiencing a cold winter. Benefiting from the intensive cultivation of the stable second and third tier markets, in the Chengdu Furniture Industry Park, the reporters saw that it was not a bleak cloud, but more confidence in the first-line market. In 2013, Zheng Hongxin, chairman of the company, announced at the dealer conference that the company will reach an annual output value of 10 billion yuan in 2023. According to the plan, the company will set up 15 to 30 product service departments on the basis of the existing seven business divisions, in line with the increasingly segmented marketing and systemized services. Haodi Furniture Headquarters covers an area of ​​more than 700 acres, has built a high standard of modern furniture industrial park, has become a banner of western furniture, with an annual design capacity of 150,000 sets. Haodi is also actively "going out" to build Huazhong Furniture Industrial Park in Lijiang, Hubei, not only focusing on the Sichuan and Southwest markets, but also occupying the commanding heights and facing the national market. In the product, Hao Diyi established the "Chengdu Enterprise Technology Center" to develop high-end series such as Enqi and Diamond. Sunshine Linsen's 15 branches nationwide are expected to maintain a 20% growth rate throughout the year. Relying on furniture manufacturing, Chengdu Furniture Industry Park has established a development model of high-end manufacturing and modern business “two wings flying togetherâ€. The China Longqiao Home Expo City, which has gathered furniture, lamps, ceramic building materials, home textile fabrics and other home shopping malls, has been presented. Expo City integrates the middle and lower reaches of the furniture industry, bringing together tens of thousands of Chinese home furnishing brands, integrating factory headquarters display centers, wholesale trading centers, marketing centers, logistics centers, convention and exhibition business centers, research and development training centers, and information centers. The industrial distribution of pan-home has broken through the single pattern of domestic furniture industry terminal only exhibition and sales. It will create a new development model of industrial park from production to brand display to terminal marketing. It will be a “global purchase, enjoy the worldâ€. "The global integrated home sales platform." 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