"Made in China" turns to "Created in China"
In 2011, the most impressive thing about the Chinese furniture industry and market was the 17th China International Furniture Fair. This exhibition is a major event in China's furniture industry in 2011. For the first time, the original design of furniture brands has been brought to a new height, and the Chinese furniture industry has been transformed from “Made in China†to “Created in Chinaâ€.
For 2012, I hope that more Chinese furniture companies can focus on original design and brand development, and more Chinese furniture brands will go global and provide high-quality furniture products to consumers around the world.
For the furniture market in 2012, I personally think that there will be three major trends: the second and third tier cities will gradually become the “blue ocean†of furniture enterprises; the development of brand stores will become an inevitable trend; the furniture online sales model will gradually mature.
1) With the introduction of real estate macro-control policies, the real estate market in first-tier cities is tightening. As a downstream industry, the furniture industry is bound to be affected. Second- and third-tier cities are expected to become the “blue ocean†for the strategic development of furniture enterprises .
2) The development of brand stores can make the brand image unified display, more comprehensive display of the company's products, to meet the high-quality shopping experience of consumers, the construction of brand stores will become an inevitable trend of the development of furniture enterprises, especially high-end furniture enterprises.
3) With the rapid development of e-commerce, many home brands began to divide the profit cake brought by e-commerce platform. In the future, it is expected that more home brands will test the e-commerce, and the home online sales model will also mature.
In 2012, we will focus on developing first- and second-tier cities.
In 2012, Ruichi will focus on developing first- and second-tier cities in terms of brand building and sales. First-tier cities plan to create a high-quality consumer experience by developing a direct flagship store model. The second-tier cities will focus on the development of dealer networks and focus on terminal brand image management. Production will continue to improve the technical requirements and standards of the process, change the production mode, and continue to develop towards precision modern manufacturing. In terms of exhibitions, in 2012, Ruichi will continue the form of concept exhibitions, and will carry out major upgrades in terms of exhibition scale and product design, and continue to contribute to the original development of Chinese furniture companies.
Opportunities and challenges in 2012
In 2012, both macroeconomic policy and economic environment will face new opportunities and challenges. In terms of macroeconomic policies, as the “Twelfth Five-Year Plan†countries promoted the transformation of economic growth mode, the economic strategy was adjusted from export-led to domestic demand-led. We expect that the furniture industry will usher in the best time for transformation. In terms of economic environment, with the development of China's economy and the improvement of people's living standards, consumers have put forward higher requirements for the brand and quality of furniture. Ruichi will also adapt to the “big trend†development, which will help our company and brand development.
A major bottleneck facing the development of Chinese furniture enterprises is the lack of innovative talents, especially design talents. Ritz is no exception. In order to break through the talent bottleneck, our 2012 development strategy will focus on talent development plans, increase cooperation with well-known domestic art colleges, and recruit design talents through on-campus recruitment fairs and funding of creative college “design starsâ€. At the same time, it also strives to promote China's emerging design talents.
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