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Founded in 1993, this office furniture manufacturing company is an early entry into the office furniture industry in Zhongshan. "In the early years, we can rank among the top sales of Zhongshan office furniture companies, but now we don't know which one to slip to." The person in charge said that due to the low barriers to entry in the industry, many short-sighted companies have increased their market share. Rate, do not hesitate to take all actions to obtain sales, non-standard market behavior and even black-box operations flooding the market, seriously affecting the competition order, and some enterprises that insist on quality wins are seriously affected in disorderly competition.
“For example, we have to invest a few million in a CNC center, but the low-end design of a small factory is tens of thousands of yuan. Most of these small factories are OEMs, and the products are mainly sold to second- and third-tier cities.â€
The reporter then interviewed some enterprises and chambers of commerce. The general view is that there is indeed a phenomenon of homogenization and low-end competition in the office furniture industry. The main performance is: the company's design and development capabilities are not strong, new product development is mainly to imitate foreign brand products. Although many companies have begun to pay attention to brand management, the competition in the whole industry is still in the stage of product competition, which will inevitably become price competition. The main customers of office furniture are groups of enterprises, government agencies and other groups. Some enterprises are keen on "black-box operation" and pay insufficient attention to brand promotion.
In some large-scale furniture stores in Zhongshan City, the reporter learned that civilian homes still occupy the main shops of major stores, and there are not many stores with more concentrated office furniture. According to a marketer, the current marketing model of the office furniture industry is still traditional, and most office furniture companies still use traditional methods such as door-to-door sales, bidding, exhibitions, and catalog marketing.
However, the reporter also found that as Europe and the United States continue to improve the environmental standards of imported furniture, a large number of Chinese furniture export companies have significantly turned their sales direction to the domestic market. Many Zhongshan office furniture companies that are well-known in the industry have made great efforts in improving the brand's influence.
Guangdong Zhongtailong Group, a leading domestic industry company, held a 1,500-person corporate culture construction and brand sharing conference in July this year. The company invited upstream and downstream partners and strategic partners to participate, showing that Zhongshan Furniture Enterprise is promoting its corporate brand. New explorations with product culture connotations.
The lack of standardized management of office furniture is easy to fall into homogenization competition
A person in charge of the company, who asked not to be named, told reporters recently that although the country has continuously raised the standards of the furniture industry in the past few years, the office furniture industry is still in a state of serious homogenization competition. The phenomenon of product copying and imitation in the industry is widespread. Some so-called Brand furniture manufacturers reduce costs by outsourcing cheap products to small factories, which affect market order.