Five major measures of brand furniture enterprises broke the market

Five major measures of furniture companies broke the market since 2012. Due to factors such as property market regulation and inflation, the furniture industry has shown an unprecedented downturn. Some companies have fallen in sales, their profits have shrunk, and they have even fallen into a state of loss. The news of cutting production, closing stores, laying off employees, and running the boss has also emerged endlessly. Recently, the brand furniture enterprises represented by Italian style, non-same, royal modern, Peugeot and Elvis have expressed their strategic adjustments to explore. A new way out for the company's own development. (Extended reading: speculation 2012 Beijing Furniture Brand Alliance Entrepreneur Sharing Session) “Cold Clear”: The customer flow in the home store is sparse. In order to find out, during the Dragon Boat Festival, the reporter visited several major home business districts in Beijing. The reporter visited and found that the vitality of several major business districts compared with previous years is indeed too “cold”. Outside the major stores, the reporter found that there were only a few cars parked on the parking lot, including the shuttle bus and the “suspended operation” taxi. A staff member of a store parking lot told reporters that "in the past, when there were many people, the road was full of cars on the side of the road. Now the parking space is empty in most cases. Many people who work in the vicinity have parked here. ". The situation in the major stores is also similar, although there are “bottom price sales”, “limited time hot purchase”, “10% subsidy for the whole audience” and “signing by the president”, but the traffic is everywhere. Not satisfactory. In a home store that was referred to by the industry as "the best business", the reporter walked a few laps before seeing a few inquiring consumers. The reporter found that the shopping guides in most furniture stores are lazy to gather and chat, and some stores do not even open the lights. The shopping guide told reporters that "the consumers who come to consult now are mostly waiting to see, and there are very few orders to buy." "One day can't come to a customer, turn off the lights and reduce the capital." "Spit": The sales of the company have fallen sharply. "The days have not passed." A CEO of neo-classical furniture cried to reporters that his company's more than 30 stores did not have a single sign in May. A similar encounter is not surprising in this year's furniture industry. A few days ago, at the “Spiritual 2012 Beijing Furniture Brand Alliance Entrepreneur Sharing Meeting” hosted by the company, Yifeng, Yuantong, Royal Modern, Peugeot and Elvis brand furniture companies also “sucked up bitter water”. As the leading enterprise of domestic panel furniture, Yifeng Furniture has to take “closed shop” measures under market pressure. It is understood that from the second half of 2011, Yifeng has closed six stores in Beijing. At the sharing meeting hosted, Wen Shiquan, chairman of Yifeng Furniture, exclaimed, "The current situation has never been seen for many years. It feels too much pressure, it is difficult to fight, and the future cannot be seen." Hao Liping, the vice chairman of Royal Modern Furniture, sighed at the sharing meeting that there was almost no time to go to the terminal store when the market was good. Now the market is not good, I want to start from the terminal, but every time I go to the store, I feel very sad, almost no customers who want to communicate. Hao Liping took out his own experience of taking a “May 1st” holiday to go to the store. “From one floor to the fifth floor, there are still a few customers underneath. The more you go up, the more you go.” The reporter learned that the sales of major furniture companies in the first half of the year showed different degrees of decline: Elvis's household furniture fell by 40%, Enochi fell by 15%, and the strength fell by 50%. In this regard, the industry pointed out that a 20% decline is a normal phenomenon, and there are not a few companies that have fallen by 50%. "Contradictions": The increase in total output value The performance of individual enterprises is weak. When furniture companies consistently "song down", Zhu Changling, chairman of the China Furniture Industry Association, released a set of national statistics through Weibo. Data show that from January to March 2012, the total industrial output value of the furniture industry above designated enterprises reached 120.774 billion yuan, a year-on-year increase of 19.42%; the cumulative export was 9.396 billion US dollars, an increase of 9.10%; the cumulative import of 532 million US dollars, an increase of 8.05% . The same is true for the furniture industry, why is there such a big difference between national statistics and corporate offerings? In the context of the increase in the total value of the furniture industry, why do major companies consistently sigh "the situation is urgent"? In this regard, Qiao Yinjun, chairman of the non-commodity furniture, analyzed that considering the newly added stores, dealers and factories, the increase in total industrial value is also normal. However, from a business perspective, more attention is paid to investment ratio, output ratio, performance ratio, and rental-to-sale ratio. “If one company sells 20 million, it earns 2 million; if another company sells 200 million, But lost 50 million; which company has more viability to believe it goes." Wen Shiquan, chairman of Yifeng Furniture, pointed out that the first reason for the tight situation of furniture enterprises is “the demand caused by the regulation of the property market is shrinking”; the second reason is “the surplus of furniture industry”. Wen Shiquan pointed out that the high-speed expansion of the store has a large diversion of passenger flow and sales, resulting in a decline in the turnover and profit of the single area. "The top three brands in the store do not necessarily make money." “And the channel and product are single” is the third reason. Yang Jianwei, president of Innovative Furniture, pointed out that in the channel, furniture companies are over-reliant on traditional stores. Once the problems occur in the store, they will suffer losses. On the products, follow the trend and lack their own positioning. If you don’t want to be a plate, you can easily "difficulty in the situation" when the situation is not good. "Adjustment": Furniture companies present the urgent situation faced by the five major factions, so that major furniture companies understand the truth. Shuffle and transformation have become an irreversible trend. Enterprises that stick to the old model will eventually become "difficult to come" and will even be eliminated. Out. Faced with this form, brand companies explore new ways to develop themselves. "Slimming." As the representative of the “slimming group”, Yifeng Furniture’s 2012 target slogan is “slimming and moving forward, lightly moving forward”. Wen Shiquan pointed out that for those excellent stores, they will increase their support, engage in more activities, and strive to sign more. For those stores with poor location and poor sales, they will shut down and shut down the store. In this regard, when the industry reviews face market pressure, reducing expenses is the most direct way for enterprises to save themselves, and in the short term, it will bring a turn for the enterprise. "Segmentation service pie." Through her own experience, Hao Liping discovered the huge market potential of “new and new”. Hao Liping told everyone that when they came into contact with high-end friends, they found that many people's high-end furniture and antique furniture in their homes were broken in some parts, and the fabrics were faded. They were reluctant to throw them away, but they could not find a service that provided repair services. . “After helping a friend to repair the antique furniture she brought back from the United States, orders for similar finishing services came one after another.” The industry pointed out that as the market matures, the segmentation market is an inevitable trend, and the successful case of "Wang Lao Ji" is worth borrowing. In the period of market transition, the company has fixed its position and has seized the opportunity. "Product upgrade party." The business line includes European and American furniture, panel furniture, soft sofas, and Peugeot furniture for sleeping products, which will be upgraded. According to Zhu Guangyu, deputy general manager of Peugeot Furniture, “For those who are not good at it, it will be painful to cut love.” Peugeot Furniture will lead the production of high-end products with high added value and high product positioning. Zhu Guangyu also revealed that Peugeot panel furniture has always been bad, so the company will upgrade the panel furniture, away from the pure board furniture positioning. The industry pointed out that "advance with the times" is a quality that a successful brand enterprise should possess, and products that are always dominated by consumer demand will be favored by consumers. "Return". Under the pressure of the market, Elvis Furniture, which is known as "China's first steel-wood furniture brand", began to quietly return to the old line. Bai Jianfeng, chairman of Elvis Presley Furniture, pointed out that “strategic adjustment is to differentiate the positioning”. In addition to operating the household furniture business line, Elvis Presley also returned to the old bank to develop office furniture. It is reported that in the first half of the year, Elvis's household furniture sales fell by 40%, but the office furniture sector showed a 30% increase. In this regard, the industry commented that "there is a specialization in the industry", and it is also a success to do what you are good at. "Practical training inside the school." Faced with the urgent situation of the industry, Zhao Ruihai, the president of Qumei Furniture, also set a positive strategy for the company. "The big environment can't be changed, but the enterprise is not helpless, cultivate internal strength, and do it yourself to be able to break through." It is understood that Qumei has worked hard in the cultivation of internal skills, mainly including “increasing the penetration of channels, allowing dealers to move”, “enhancing internal vitality” and “developing new products”. The industry pointed out that "who knows who is in the nude swimming after the tide is over," when the tide rises, it is necessary to pay close attention to the cultivation of internal strength, and the tide can only cope with it. “Can it break?” The mixed market in the industry has always been full of unknowns. Can the adjustment of the furniture companies be successfully broken? In the current situation, how should companies adjust? The answers are extremely uncertain and it is time to test. Yang Jianwei pointed out that "when the market is good, more shops are opened, and when it is not good, shops are opened and shops are closed." These are all expenses reductions. This is the most direct way for all enterprises to face pressure. It is not innovative for the big situation. Yang Jianwei told reporters that enterprises should be separated from the traditional business ideas, "multi-channel management, research and development of diversified products." For the effect of the adjustment, Zhang Fucai, president of Power Furniture, said that “there is no way to adjust”. The reporter learned that the performance of strong furniture dealers in the first half of 2012 fell by 50%, but the company did not adjust to this. However, according to Zhang Fucai, the strength achieved in the independent store channel is enough to make up for the poor performance of the dealers. In the second half of the year, Powerful Furniture will open several independent stores to relieve the pressure. Zhu Changling gave affirmation to the measures of major furniture companies and pointed out that "adjustment will definitely have an effect." Zhu Changling told reporters that even if the state does not carry out regulatory interventions, under the laws of the market economy, the industry will adjust itself. The reshuffle and the survival of the fittest are inevitable trends. Enterprises need to be treated with a positive and optimistic attitude. Zhu Changling also reminded furniture companies to improve product quality and strengthen brand building at this stage. Yu Xiusu, secretary-general of the Beijing Furniture Industry Association, pointed out that the mentality of enterprises to actively adjust themselves is worthy of recognition, and industry associations will give support. Yu Xiusu also pointed out that in the market situation, enterprises should adjust according to their own circumstances and do their best. (Text / Fan Lingling) >>>>>>Extended reading: The first mandatory standard for children's furniture was introduced to strict environmental protection. The industry revealed: Furniture "old-for-new" policy three major details of home enterprises test water micro-film marketing two major problems Resolve the statement: This article is an exclusive original manuscript or exclusive disclosure information, copyright, if you need to repost or reproduce the publication, please contact

Tapping Screw

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