China is a major furniture manufacturing country in the world, but the domestic enterprises that are truly "Chinese famous brands" are hardly known. The reason for this is that most local entrepreneurs lack brand awareness, which is obviously inconsistent with the mainstream of international development. How can we increase the added value of the brand and gradually transform from low-level product competition to comprehensive strength competition such as model, brand and service? This requires not only industry integration resources, but also pioneers to actively explore. As for whether the "Internet + physical store + self-logistics" model is effective, let us wait and see.

 

Zhongtai office furniture solid wood desk

 

Shenzhen, as one of the earliest cities for the development of office furniture in China, how did it deal with the inflection point of the industry? For this reason, we specially invited Liu Yihui, the president of the excellent office furniture manufacturing alliance, and Hou Kepeng, president of the Shenzhen Furniture Industry Association, to share the Shenzhen counterparts in the office. Exploration in the field of furniture.

 

Sell ​​products or sell standards?

 

A new concept is popular in the world today, that is, "third-rate companies sell coolies, second-rate companies sell products, first-class companies sell patents, and super-first-class companies sell standards."

 

In 2012, office furniture manufacturing enterprises such as Guowei, Lianfeng, Fukai, Hongji, Guojing, Zhongrui, Jihe Express, and Vigor joined the Shenzhen Home Furnishing Association to establish an excellent office furniture manufacturing alliance. Through the cooperation of enterprises, we will establish industry norms and create benchmarks for the Shenzhen office furniture industry, and jointly explore a set of effective innovative development models to guide the healthy development of the furniture industry.

 

Alliance President Liu Yihui said: "At present, China's office procurement market has a share of about 100 billion, but the annual sales of individual companies are less than 1%. This is a big gap compared to the United States, Japan and other developed countries, highlighting the Chinese office. The furniture industry has a messy market and different standards. "He believes that for the office furniture industry to make a difference, it must unite its peers to form a set of reference industry specifications and step out of an innovative development model of sustainable development. "Ten individual champions form a decathlon champion. We not only regulate production standards, provide consumers with better products, but also provide consumers with more choice suggestions from a professional perspective."

 

In this regard, Hou Kepeng, chairman of the Shenzhen Furniture Industry Association, strongly agrees. After decades of extensive development, China's office furniture industry has not only formed a situation in which the heroes contend for hegemony and contend for thousands of families, but has also reached a critical point of urgent need for transformation and upgrading. "Especially in the context of the massive impact of the Internet on traditional industries, companies need to actively seek breakthroughs, that is, model innovation."

 

Exploration of "Internet + physical store"

 

The Chinese furniture industry has been developing rapidly in all aspects in recent years, and has begun to be in line with international standards in many fields. Network promotion is a new business model that has emerged and achieved rapid development in recent years. With the advantages of fast network and wide customer base, it has been recognized by merchants and customers. Therefore, Liu Yihui believes that the Internet is an area where office furniture urgently needs to enter, followed by logistics.

 

"'Internet + brick-and-mortar store' is the first step in the alliance's attempt to innovate the model." Liu Yihui said that for Chinese consumers, brick-and-mortar stores still have certain advantages. Office furniture products, as large-size consumer goods, have a long service life. Customers are accustomed to the consumption concept of seeing is believing, so physical stores are indispensable, which is also a way to increase customer trust. "We will first implement the 'Internet + physical store' model in Shenzhen and Beijing. In addition to the alliance online platform, there will also be a 5,000 square meter exhibition hall for offline support."

 

As a pioneer in the development of the office furniture industry in Shenzhen, the alliance enterprises are planning to establish their own warehouse logistics and form a "front store after logistics" model. In the future, we may be able to see this model being promoted and replicated across the country. (Editor: Peter)

 

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