With the shortage of global resources, the price of raw materials has increased substantially, and the cost of furniture as a resource product has inevitably increased. At the same time, the appreciation of the renminbi and the country's export tax rebate for the "two high and one capital" enterprises have been lowered. The domestic furniture industry, which had a huge living space, is also facing increasingly fierce competition. Market digestive power is not surviving the growth rate of raw material prices. Wood prices continue to soar. Labor, transportation, decorative paper, etc. have not risen, but the increase in the digestive power of the entire furniture market is no match for the growth rate of raw material prices, compared with the market sales in previous years. This year, there are very few sales that are extremely hot. The rapid increase in raw material prices has caused furniture to rise once in a few months or even a month or two. A veteran who has been engaged in furniture sales for many years told reporters: "Even the monthly delivery price is different, in the factory. I only told the price increase. For what reason, I was too lazy to ask." But the fierce competition made sellers dare not to raise prices, and many people had to endure the pain. From the perspective of the main body of the consumer market, consumers are becoming more and more rational, and the price promotions that have been highly sought after in previous years have lost their past power. In addition, affected by national policies, many brands that have previously locked in the international market have also turned their heads to seize the domestic market. Brand competition has been cold and hot, and to some extent, marketing costs have been rising, and traditional marketing models are facing severe challenges. Brand segmentation forms a new pattern Business model is becoming increasingly cruel, how can we get more development? A dealer who has been engaged in the furniture industry for many years said: “The brands are becoming more and more down-to-earth, no longer playing with the concept of nothingness, the image of the terminal store is transformed according to needs, and the after-sales service is gradually strengthening... This series of changes shows that Each brand has entered the construction stage of brand connotation, which will make the brand's personality more and more obvious. The more prominent the individuality of each brand, the more concentrated the target customers are, and the more consumers with different needs will understand their respective Choose the direction and pay attention to the relevant brands. The entire furniture market will not appear to be antibacterial due to a certain brand, and the whole industry will be antibacterial.†Brand integration, capital operation, and corporate alliance are more active. This is the most significant furniture industry this year. One of the characteristics, the industry shuffles soon, competition will force brands to segment customers in the market, forming a new pattern in brand segmentation. The future is the era of competition and cooperation. The market next year is a year of comprehensive competition. With the sharp rise in the prices of oil and production materials, the large number of stores, the products and brands have followed suit, and the era of competition and integration has arrived. How to meet the challenge? Experts pointed out that due to resource shortages and national policies, product prices will also tend to rise. Insiders pointed out that market competition is an inevitable phenomenon of market economy development, and the future is an era of competition and cooperation. Competition and cooperation are reflected in different aspects. For each furniture company itself, it must identify the market positioning, customer positioning, brand positioning, establish a unique brand personality, enhance its competitiveness, occupy and expand the market. In addition, the future market needs to achieve cooperation and coexistence among related companies to attack the market in a group form. This requires all brands to be good at sharing benefits with others, making good use of the leverage principle of resource integration, developing alliances with peers and different industries, complementing each other's strengths, leveraging the power of group operations, and innovating profit models so that alliance companies can enjoy each other. The greatest value, to achieve a complementary win-win situation.
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