ZheJiang AnJi XiangTai Furniture Co.,Ltd.

BOOTH NO:E15B01

DATE:Sep.10-13，2024

ADDRESS:SHANGHAI NEW INTERNATIONAL EXPO CENTRE（SNIEC）

WELCOME TO VISIT US！

current, China\'s economic development into the new normal, showed slowing China\'s economic development, the economic structure needs adjustment, the real estate industry by fluctuations, the furniture industry as a whole also showed relatively sluggish development trend. Nowadays, the furniture industry, the market is becoming more and more difficult, therefore, furniture companies also need to innovate marketing mode, in order to capture a broader market.

Furniture enterprises to open the market to have innovative thinking

For furniture enterprises, in order to really open up the market, of course, also need enough effort in marketing, only to have their products quickly spread out, can help the enterprise to quickly open the market, selling products is the ultimate goal of the enterprise. However, the competition among furniture enterprises is not only the competition of brands and products, but also the competition of marketing methods. Therefore, the furniture enterprises must take the service center from selling products to sell ideas, put the thought in the important position of enterprise marketing.

As the saying goes, the primary enterprise to sell products, intermediate enterprises to sell services, senior enterprise selling ideas. Especially in the moment, consumer groups increasingly refined, furniture companies can not take into account all, therefore, there is a goal of "selling ideas" is the choice of brand marketing. This is for furniture enterprises, is to strengthen the innovation of marketing methods.

Furniture enterprises innovative marketing methods need to be implemented

Throughout the current furniture market, the homogenization of the furniture market is serious, this homogenization includes not only the homogenization of products, as there are marketing model of homogenization. In view of this, furniture enterprises only jump off the product and marketing mode of homogenization, to cope with a real innovation, to create new market to win development space and "fans", which requires furniture enterprises to implement the marketing innovation.

Innovative marketing is not just about it, it needs a real action to support. If the furniture enterprises only the innovative marketing mode as lip-service, so it is impossible to succeed. Therefore, the furniture enterprises should be based on the needs of the target customers, designed in a certain area beyond the marketing strategy of other enterprises, in order to attract consumers. In marketing methods also need to be as rich as possible, so as to maximize the open market.

In the market competition by upgrading of the moment, competition in the furniture industry must seize market trends. In the case of low price promotions increasingly weak, only to constantly innovate their own marketing methods, to meet the needs of consumers, in order to win the fierce market.

Source: Building Materials Network

Furniture market competition only by increasing the degree of competition, through what channels can be better to sell the product, which has become the most important issues to be considered in the majority of enterprises to consider. But now, with the continuous improvement of corporate brand awareness, competition between enterprises gradually shifted from channel marketing to brand marketing.

Change to brand marketing

Furniture competition has not to the size of the terminal stores the quantity and factories for the unit, the traditional channel under the Internet economy of cleaning, furniture in the overall cross, even the county the powerful integration under, the original channel has the market share can be said is the city lost ground. Have a positive attitude, not blindly lift line. Which brands not only experienced hardships after thoroughly tempered, build out. In all aspects of financial strength, production scale, channel planning, market development and so on also does not have the conditions, if blindly greedy big strong, may suffer heavy casualties.

Constantly improve brand innovation

　　Product innovation is the magic weapon of choice for the brand to win the market; three is to win the reputation by service. Customer is God, service no bottom line. For the second tier furniture brands, occupy the market is important, do a good job of service is more important. Recently two years did some new trends worth attention: intercepting terminal forward, anterior, electronic mall, community store, warehouse sales, a growing number of real estate 　　developers directly linked to the production of furniture, provide matching furniture hardcover room and so on! Diversified channels is redefining the market.

To model competition

As a means of brand promotion, this is understandable, but in a very long period of time, and brought army brand, pioneer brand entertainment amusement like the slogan fills the consumer\'s eye. To really go to special research and production, product innovation, excluding the price of impurities, the real to do a real work for consumers "happy home"".

Change to the Internet thinking

In the use of the Internet for brand communication, there are already more and more furniture enterprise consciousness to the effect of micro channel mobile Internet tools such as, the number of public companies, industry, media, the public and other brand marketing and communication, it survived the stage is fruitful.

Capital economic shift

The biggest impact of the platform economy on the furniture industry is to subvert the traditional positioning of the so-called customer groups, the platform as a house and the seller\'s trading institutions and integration agencies. He can put the differences and integration of the industrial resources, market capacity and market value maximization, in the final analysis the essence or the market structural adjustment inevitable product.

Conclusion: an industry if the lack of competition, will lose its vitality, but if there is too much competition fierce, then the same will cause unimaginable chaos in the industry. As a member of the big industry, furniture enterprises should advance with the times, combined with their own development of the appropriate changes in the development model and thinking, and gradually from the channel marketing to brand marketing.

Source: Home Hotline

At present, the absence of China local high-end furniture market and the new rich class "worship show off their wealth, the consumer mentality already exposed, but along with the Chinese economy high speed rise, the consumer brand awareness is awakening rapidly. The huge scale of development, market, domestic exports to the dragons and fishes jumbled together chaos, type of wealth...... Where is China\'s top furniture going?

High end market "China power"

In the face of high-end consumer the rising power of China, there are more than 340 global well-known brands to enter China, accounting for more than 85% of the total global high-end brands and involved in various industries and fields.

High-end real is a high-end consumer behavior, but from the point of view of social significance. This is a personal taste and quality of life improvement. With transformation of China\'s affluent young and consumer awareness, more and more high-end customers the choice is no longer limited to jewelry, watches and other, but pay more attention to the quality of life, willing to devote more energy and money to home decoration, high-end furniture has become more and more wealth, people yearning for the pursuit of a high-end lifestyle.

According to a well-known information consulting company in Europe in the latest survey data show, from 2009 onwards, China\'s high-end furniture is to increase of about 20 per cent a year of high-speed growth; in 2010, high-end furniture in China to achieve sales of more than 40 billion yuan, is expected to China\'s high-end furniture sales in 2015 will break through 100 billion yuan.

In recent years, China and several companies for the introduction of classical furniture auction, turnover amounted to 100 million yuan. Hainan pear rosewood furniture heat does not change, no matter big and small, round table, a few stools are looted. Now Hainan huanghuali furniture materials has become the only auction price, you can see. Traditional furniture of the Ming and Qing Dynasties in the material, acerbity branch wood, will the should become the modern Chinese style furniture market to see the best material, a set of rosewood furniture of hundreds of thousands of dollars or even tens of millions of dollars, but buyers are still in a minority, high-end furniture in the Chinese market fiery evident.

Although high-end furniture like luxury cars, watches and can show off everywhere, but it still get rid of not face consumption, conspicuous consumption is suspect. But past a body famous brand and outbreaks of household type "luxury" different, high-end furniture consumer after all on the cultural connotation with attention, pursuit is an upper class home life, a seemingly low-key luxury, in fact, is the inner satisfaction and hope to get others to recognize the "luxury".

So in the eyes of the majority of Chinese consumers, high-end of the unique attributes of or relating to the matter of "face", but it is demonstrate their wealth and taste, display and improve the social status of a functional decorations, and do not care, high-end brand intrinsic culture.

A net worth billions of dollars of the rich will have a pair of imitation Ming style chair, although not cheap but he still felt that value for money, as a symbol of the straight backed chair is the Ming Dynasty style furniture, Ming furniture represents the pinnacle of the Chinese furniture art. "To let more people know it is a high-end line, but it must be recognized in the circle of high-end", which became a representative of the high-end consumer psychology.

Export to domestic flooding

At present, China is the world\'s first major producers of furniture and consumer countries. It is understood that China\'s furniture production of raw materials and production technology has been leading the world. The 18th century Chippendale British furniture master in the guide of the furniture, the thought that in the world, to "type" commensurate with the type of furniture only three categories, namely, Ming style furniture, Gothic furniture and Rococo furniture. Among them, Chinese Ming furniture ranked first.

In the global auction market, China during the Ming and Qing Dynasties Hainan huanghuali furniture widely touted and price highs. The essence of Chinese classical furniture can be summed up as "essence, clever, simple, elegant" 4 words. Chinese style furniture, the materials used in Hainan rosewood and other valuable mahogany and process the mortise and tenon structure, furniture is solid and firm and enduring. In addition, Chinese style furniture takes into account not only the space and the harmonious and complementary, and focusing on ergonomic, truly reflects the "people-oriented" design concept.

But China furniture industry true foreign brand of chaos has a long history: false labeling, false propaganda, brand Du Jinyang, distribution chaos, authorized OEM labeling phenomenon in China\'s furniture market has spread into the river. A furniture dealer has revealed that the name of imports under the banner of "export turns sale in domestic market" products accounted for almost more than 95% of furniture imports. These OEM factories mostly located in the area of Guangdong and Fujian, also a combined sofa, marked the price of domestic brands such as in 8000 yuan, marking a Sino foreign joint venture production will reach 200 million yuan. If the marking was produced in the United States, prices rose to 7 million to 8 million, paste in Italy after the label price is staggering.

In the face of the growing demand for high-end furniture China, more and more international big fashion into the beginning of China furniture market. As the fashion industry leader GUCCI, Fendi, Armani, Fan Sizhe, etc. have entered the field of high-end furniture China. High-end furniture brands Saporitiitalia, Austria high-end handmade furniture brand Wittmann, Germany Su Lafia etc. have also optimistic about the Chinese market, the use of imported into China.

Based on the domestic market to build an international brand

The industry believes that China is most possible areas of international high-end brand has four, in addition to the tea, wine, jade is furniture. So for Chinese consumers and furniture manufacturing enterprises, how to treat rationally high-end furniture, how to gain a foothold in the domestic market, to create high-end brand internationalization is a quite urgent, but must face the reality of the problem.

Mahogany for representatives of the furniture raw materials scarcity, the Chinese furniture has become a high-end natural elements, but prices of raw materials soared and high-end and not draw an equal sign. A set of furniture can become a high-end, whether has the collection value, absolutely depends on more factors in design, technology and marketing, raw materials accounted for the proportion will only become increasingly low, that "heavy material, light process" traditional thinking has long lagged behind the requirements of the times.

Advocating the high-end furniture back to nature, no doubt, only 100% solid wood is the ideal environmentally friendly products, pure solid wood furniture, natural materials and no chemical pollution, consistent with respect for and the modern nature of the psychological needs, this is a high-end furniture, most essential features. Low carbon furniture should first ensure that the material of environmental protection, such as mahogany is the most natural environmental protection material, but the human of wood cut too rampant, on the ecological environment caused damage, Hainan yellow rosewood and other traditional Chinese style furniture, the precious wood increasingly scarce, development and find mahogany and other surrogate species is related to China\'s high-end furniture or the long-term development of the core problem.

Chinese style furniture materials innovation does not mean to reduce the level of material, it just in the pattern of furniture size, appearance were improvement and innovation, made out of these alternative wood furniture, the same with the rich cultural implication, but more in line with the modern aesthetic taste and lifestyle. Compared with modern manufacturing classical mahogany furniture, exquisite material, workmanship excellent innovative Chinese style furniture, the price is not at a disadvantage.

, in addition to the superior materials, expensive price, the traditional unique technology, high-end is a kind of quality, value, culture, history, popular high-end and purchasing desire and the comprehensive embodiment of. While building high-end furniture brand in China the road is still long, even several generation of people unremitting persistence and hard work, but has a historical accumulation of traditional culture, has a much admired in the world of material basis, China\'s furniture industry reproduction furniture of the Ming and Qing Dynasties brilliant day will no longer distant.

Source: China Investment Advisory Network

Nearly two years, along with the cooling of the real estate market, the rapid decline of the furniture consumption, furniture stores and shops of a sharp fall in the performance of, a change in the furniture industry will gradually expand, furniture terminal of a new round of reshuffle will first start from a furniture dealer, who can roll with the punches, initiative to change, grasp the trend, who will win the next gold 10 years of competition in the market. Do you know these trends?

A trend: the traditional "tradesmen" will quickly fade, "salesmen" active market competition;

Trend two: in the local market to form a monopoly of the products of a certain type of products will be a good development;

Trend three: monopoly store talent competition will become the core of the future competition;

Trend four: local oligopoly dealers will be in the next 2-5 years, a large number of emerging;

Trend five: there are ideas, ideas, and the size of the dealer will get the opportunity to develop fast;

Trend six: store is not a set of people, the use of people, leaving people\'s effective incentive assessment mechanism to become a monopoly store can continue to protect the profitability;

Trend seven: the store continued to be a continuous training of stores in a good operation must not be missing key link.

Source: China investment information network

September 10th, the first Asian furniture development forum held during the twenty-first China International Furniture Fair held successfully. The forum is organized by the Asia furniture association and China Furniture Association, Shanghai International Exhibition co..

Guests attending the Forum: Asian Furniture Association, China furniture association director Zhu Changling, Chinese Furniture Association vice chairman Liu Jinliang, vice chairman of Chinese Furniture Association and Secretary General Zhang Bingbing, deputy director of China furniture association director Wang Mingliang, Chen Baoguang, founder of Shanghai International Exhibition Exhibition Bohua Co. Ltd., Asia furniture association secretary long, director of the Information Department of China Furniture Association Tu Qi, Asian furniture Federation consultant Casey Loo, Asia furniture Federation reputation will make new Lin Asian Furniture Association vice chairman, vice chairman of Thailand Furniture Association, Jirawat Tangkijngamwong, Song Mei Yong president of the Singapore Furniture Association, vice president of the Singapore Chamber of Commerce Paul Keng furniture, Malaysia Furniture Association President Chua Chun Chai, vice chairman of Indonesia furniture industry and handicraft industry association Rudy T. Luwia, South Korea\'s furniture industry association chairman Won Kim Kye, Iran furniture industry association secretary general Alikhani Mozaffar, the Australian Association of furniture industry, the Secretary General Brakell Dean, Philippines furniture industry association chairman G. Zuluaga Eduardo. The forum by the Asian furniture association secretary general, director of the Ministry of information Chinese Tu Qi presided over the furniture association.

At the meeting, the president of the Asian Furniture Association, China Furniture Association, Zhu Changling, to "from the world to see the development of Asian and Chinese furniture" as the theme of the keynote speech. He has made a detailed exposition of the three aspects of the global furniture production and trade, the general situation of the development of Asian furniture industry and the development of China\'s furniture industry.

Thailand, Singapore, Malaysia, Indonesia, South Korea, Iran, Australia, Philippines and other Asian countries, the United States and other Asian countries have made a wonderful speech, sharing their own furniture industry new design, new technology, new products, new technology, introduced the status of the development of furniture industry.

The forum is the first event of the Asian Furniture Association for the first time. In 2014 the global furniture consumption in Asia as the largest increase in area, is gradually revealed its consumption potential. "Along the way" strategy, "Asian investment bank" and other good news for the development of the furniture industry in Asia to create the conditions. The geographical distribution of the global furniture consumption is gradually shifted from the traditional European and American markets to the Asia Pacific market. At the same time, as the world\'s largest furniture producing countries, exporting countries, but also the largest furniture market, China\'s position in Asia and even the global industry is crucial. Therefore, how to use the advantages of the development of Asian furniture industry, explore new development model, and actively promote the overall level of Asian furniture industry to enhance and information exchange is the Asian furniture industry have to think about the problem. The forum will be held in Asia, the overall level of the overall level of the furniture industry to play a positive role in promoting information exchange.

Source: China Wood Information Network

"Furniture to open a sustainable life," the Sino Swiss cooperation project results show the press conference, will be held in September 9th in Shanghai World Expo exhibition hall H2 Hall of the Swedish wood industry association 2F01. Then you will see the China 9 furniture companies using Swedish pine furniture products production. China Furniture Association will work with the Swedish wood industry association, with Sweden Akamatsu furniture for you to open a new sustainable life.

Sweden Wood Industry Association, China Furniture Association, the selection of 9 outstanding Chinese furniture enterprises, in May this year, went to Sweden to study. After returning home, the Swedish Association of wood with Swedish pine, nine companies of their design and production of the new furniture products, on September 9 in the Swedish Association of wood 2F01 Shanghai World Expo exhibition H2 Museum booth debut. At 14 PM, the project results show conference officially began, the Swedish wood sawing wood business representatives, the Swedish Consulate, the Swedish business department and other units on behalf of the Chinese Furniture Association, China furniture business and several media representatives will attend the event. Also invite domestic and foreign furniture enterprises, timber suppliers, designers, etc. to visit the Swedish wood industry association.

Source: Anji wood information network

From Zhejiang province quality and Technical Supervision Bureau was informed that Anji County Market Supervision Bureau of the county office chair production enterprises to carry out a special supervision and spot checks, and to check the situation.

The special inspection, the sampling of 87 batches of products, of which 84 batches of qualified, unqualified 3 batches, the qualified rate was 96.6%, the overall pass rate was 99.5%, compared with the results of the county level supervision and spot checks in 2014 increased by 0.9% and fell by 0.1%,.

From the results of this sampling, 3 batches of substandard products, there are 4 types of substandard items. One is to combine the production process of casters wear: two kinds of problems, the enterprise should be studied in the material, the gear structure; two is the base of static load: embrittlement melt in injection process does not occur solely in the mixed materials, enterprises must solve the PA nylon feed back and lower strength such as PP feed back the ratio is three; formaldehyde emissions: the main factors leading to the unqualified to chair the formaldehyde molding plywood, spare parts procurement, should try to choose low formaldehyde or no formaldehyde materials; four is stability: stable the batches of substandard products unqualified items for the stability, from reduce stroke and increase two base diameter to improve to solve this problem.

The next step, Ji County Market Supervision Bureau will jointly relevant regulatory authorities to accessories, furniture shopping malls to carry out special supervision of product quality inspection and spot checks.

From 2015 onwards, the annual September CIFF Furniture Fair will be held at the National Convention Center (Shanghai). 2015 the thirty-sixth China (Shanghai) International Furniture Fair (Hongqiao Shanghai Furniture Fair) will be held in Hongqiao Shanghai National Convention and Exhibition Center (Shanghai), covering 400000 square meters, covering civilian furniture, outdoor furniture, furniture, office furniture, furniture, furniture production equipment and ingredients, etc., is expected to be around 3000 global well-known enterprises, about 100000 professional buyers and industry elite. Hongqiao Shanghai Furniture Fair will be for the industry to build a fashion, globalization, multi dimension, interactive business exchange platform.

CIFF Furniture Fair in the industry to enjoy the first camp, the Asian home Trading Center, China\'s furniture industry barometer, and so on, in the world has a hard to go beyond the industry influence and appeal, and always committed to create the world\'s most valuable furniture and home industry trade platform for the industry to provide the industry with the most extensive cooperation and trade space.

Range of exhibits

Modern furniture exhibition:

Living room furniture, bedroom furniture, soft, sofa, dining room furniture, children\'s furniture, young people\'s furniture, custom furniture

Classical furniture exhibition:

European style furniture, American furniture, new classical furniture, classical soft furniture, Chinese style mahogany furniture, other

Jewelry / home textile area:

Lighting, decorative painting, decorative ware, ceramics for daily use, photo frame, artificial flowers, sculpture, the phonograph, telephone, clock, small pieces of furniture, home decorative cloth, bedding, craft textile, carpet

Outdoor furniture exhibition:

Outdoor home: garden furniture, leisure chairs, sun shading equipment, outdoor decoration and activities of life in the courtyard: barbecue supplies, tent garden decorations, tools and equipment: garden planning and maintenance, flower plant maintenance equipment, garden tools

Office furniture exhibition:

Office furniture: office desks, bookcase, desk, safe, screen, lockers, partition, filing cabinets, office accessories, other hotel furniture: hotel suite furniture, hotel mattress, banquet furniture, hotel sofa, bar tables and chairs commercial furniture: public places furniture (Airport furniture, theatre / Auditorium furniture, etc.), public chair series, school furniture, laboratory furniture

Furniture production equipment and accessories exhibition:

Machinery: edge banding machine, wood processing, drying equipment, engraving machine, leather cutting machine, knives, saws, gas dynamic tools, mattresses, sewing equipment, other

Ingredients: hardware accessories, chair type accessories, aluminum profile, sheet, stone, soft furniture materials, packaging materials, PVC, veneer material, fabric, leather, chemical raw materials, other

Host information

Sponsor: China Foreign Trade Center (Group)

Organizer: China foreign trade Guangzhou Exhibition Corporation

Contact information

Telephone

020-8912 8021

020-8912 8026

020-8912 8072

020-8912 8071

Fax

8222-8111 020-8912

Email: ciffxd@fairwindow.com.cn

G3: the current business is an indisputable fact, many companies feel increasingly difficult to survive. So, all kinds of seminars, training will be endless. Various meeting, it seems to discuss a lot of things, but as the experts said, in the final analysis, the main reason is no more than two: first, in the era of rapid development of the Internet, the user can easily access to more products, the user\'s choice is strong; the two is the product homogeneity serious. There\'s not much difference between a lot of enterprise products.

According to G3 comprehensive report: this leads to the result is that the emergence of vicious competition between enterprises, the survival is becoming increasingly difficult, consumers are also faced with the choice of difficulties, it is difficult to buy the characteristics of the products.

Office chairs and other office furniture industry, as a typical traditional industry, in the process of the rapid development of the Internet, the natural will not be affected. How to use the Internet to achieve product and brand differentiation, brand competitiveness, to achieve a breakthrough, which will undoubtedly become the concern of entrepreneurs.

Experts believe that, from the perspective of marketing, you can consider from two aspects to proceed, one is to understand the needs of users, the two is to create products that meet the needs of users.

Usually in the traditional business model, is a typical process, companies with good products, re entering the market sales, if sales are not good, it will be a clearance sale, really sell became the inventory. The most serious is that, as small and medium enterprises, it is difficult to effectively understand the actual needs of the user.

Shenzhen Regal court furniture was established in 2002, specializing in the production of office furniture, office screen, office chair, sofa, tea table, wooden desk, filing cabinets and other office furniture products. Large scale, especially the introduction of Italy, Germany, Taiwan and other places of advanced and modern equipment. Have the ability to develop new products and so on. Especially the screen partition, novel style, smooth lines, elegant style, elegant fashion, have been recognized by many customers. 13 years of toil, and constantly improve, innovation and change, so far the rich villa Shenzhen office furniture has become the leading brand in the office furniture industry.

In the Internet era, companies can understand the user needs from a variety of dimensions. For example, it is understood, in the early stages of product design, black and white tones by customers, as well as the whole network data analysis of the market demand. In the actual operation process, and then gradually adjust. For example, now a lot of office workers, not only need to sit in the office for a long time, but also may have to take a nap at noon, back home, but also president of the time sitting in front of the computer. This requires a computer chair, not only to sit comfortably, but also to be able to sedentary and ease fatigue, it is best to help lunch break.

It is based on the needs of users, black and white tone in the design of the computer chair, on the one hand to consider the office chair, on the other hand will take into account the home computer chair. In performance design, for example, when the user is tired, you can let the chair back rest, when you want to lie down and rest, but also can be fixed after lying angle, easy to break.

In fact, to understand and analyze user needs, just the first step. After this, also need to consider in the product design, how to achieve differentiation. To create a difference, the formation of competitiveness, which is a lot of enterprises are facing the problem.

Today, a large number of office workers living in the city of reinforced concrete, in the workplace, from the heart to stay away from this complex. Black and white tones knows this, in the style of design eliminates the traditional stereotyped design, but complex simple, advocating from Nordic simple and stylish design. In the product function, according to the user needs analysis, to solve the traditional office chair, only to sit, can not rest.

It is understood that, in the traditional design, usually only the price of a thousand dollars or more in the high end of the computer chair, to have these comfort. The general white-collar office workers more difficult to withstand the high-end price, black and white, the use of high cost strategy, so that more office workers have the opportunity to enjoy a high quality of comfort.

This has become the brand, in just a few years time, a big secret to quickly occupy the market. Black and white has been in the industry for three consecutive years in the industry sales champion, and the CCTV-2 and other authoritative media, as well as by domestic public companies of large groups of people, and reached a long-term strategic cooperation.

Experts believe that the convenience of the Internet, the company has brought challenges, but it is precisely because of this challenge for all enterprises are relatively fair, which has given a lot of small and medium enterprises and entrepreneurial enterprises a corner overtaking opportunities. When the Internet tide hit, office chairs, office furniture industry must also be affected, but also realize the overtaking opportunities, enterprises need to seize the opportunity, meet the change of the times, in order to highlight the tight encirclement.

Source: Global chair industry network