Facing the six major puzzles of outdoor furniture development
Outdoor furniture started late in China. At present, the distribution channels of the industry and the team building of various enterprises are constantly improving. It is still necessary to diversify and channel innovation in the conventional mode.
At present, the profit points of outdoor furniture enterprises are mainly exported, and the domestic market share only accounts for 6.3% of the total revenue generated by enterprises. This reflects the relatively lagging development of China's outdoor furniture industry. At present, the outdoor furniture domestic market is mainly based on engineering orders, and the proportion of retail sales is small. Therefore, enterprises need to further deepen in the market refined analysis.
Looking at the current domestic outdoor furniture market, the factors that hinder its development mainly include the following aspects:
First, the strong is powerful but wait and see
Some powerful export companies have neglected the intensity of the domestic market and the team building in the domestic market in the case of abundant foreign orders. There are differences between consumers at home and abroad, and outdoor furniture companies should have different emphasis on marketing models and strategies. Therefore, if you can do a good job in foreign trade, you may not be able to do domestic sales and achieve transformation in the short term.
Under the influence of factors such as the world's macroeconomic development, rising raw materials, export tax rebates, and appreciation of the renminbi, some small and medium-sized enterprises with weak export strength have turned their attention to the domestic market. The author learned from the heads of some powerful outdoor furniture companies that although export sales accounted for the bulk of corporate profits, they did not give up in the domestic market and were looking for suitable cut-offs. However, due to many market restrictions, these companies are hesitant in terms of investment in the domestic market.
Second, the weak have more than enough strength
Outdoor furniture is a model of industry segmentation during the rapid development of China's economy and a new field separated by the furniture industry. As green and healthy outdoor life is accepted by more and more people, outdoor furniture is receiving more and more attention.
The rise of new industries is an opportunity and a challenge. Therefore, outdoor furniture companies will have concerns about brand promotion and publicity fund investment. There are also many blind spots in the team building and distribution channels. Nowadays, many small and medium-sized outdoor furniture companies are eager to try. In fact, the outdoor furniture market seems to be active and not "quantity". These limited enterprises have suffered setbacks in brand building and channel promotion, and they are suffering.
Third, the "tails" clustered, hindering development
The so-called tail goods refers to the part of the products left after the domestic manufacturers complete the order, including the defective products that do not see big defects in appearance, the products that are processed or processed by the extra or saved materials, and the foreign returns but no defects. There are also some products that are exported to the domestic market.
For a long time, many companies that blindly pursue interests have made profits in the chaos, and regard the domestic market as a venue for handling the tail goods, which is bound to hinder the healthy and orderly development of the domestic market. Some companies that are committed to branding and serving consumers are also affected.
Fourth, design needs innovation
Design is the soul of the product. The product development and design is the driving force for the sustainable development of the enterprise brand. Only by continuously developing new products that meet the market demand can the sales performance be guaranteed. Chinese culture has a long history, and we can see Chinese elements in the works of internationally renowned brands and many designers. It is a pity that the degree and intensity of the Chinese elements in the domestic design field are very weak. The same is true in the field of outdoor furniture. At present, there is no internationally renowned brand dominated by Chinese elements. There is no outdoor furniture series designed for the Chinese people in the domestic market.
Under different cultural backgrounds, there is a big difference between Chinese people and foreigners in their consumption philosophy and aesthetic taste. The person in charge of marketing of an outdoor furniture company in Qingpu, Shanghai said that it is the basis of brand building to build a domestic leisure life concept and to cultivate future consumers as the guide, and further increase the design and research efforts for the domestic market. At the same time, he also hopes to unite with other outdoor furniture companies to face opportunities and challenges, strengthen communication in product design for the domestic market, integrate brand research and development, keep pace with the times, and constantly innovate to jointly promote the development of the industry.
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