On the afternoon of the purchase on April 28th, we held the Xianghe Furniture Industry in China in the first city. The Xianghe Furniture Industry and related supporting industries in the North China Development Strategy Seminar were held to discuss the furniture industry and related industries. Ms. Li Fengqi from Hebei Furniture Association put forward some suggestions on the future development of Xianghe furniture industry on the status quo and problems of Xianghe furniture industry.
Hebei Province Furniture Association Li Fengqi
In the territory of China's furniture industry, Hebei Xianghe and Sichuan Wuhou, Jiangsu Sakaguchi, and Guangdong Lecon have been hailed as the four major furniture cities. In recent years, they have driven many related industries such as leather and hardware. Nowadays, the furniture industry has become the first of the five major industries in the county economy, and has been rated as one of the top ten characteristic industries in the province. In 2011, the sales volume exceeded 24 billion yuan. In addition to selling more than ten provinces and cities in the north, the products are also exported to Northeast Asia, Europe, America, Africa and other countries and regions. The status of furniture production and sales centers in Northeast Asia has been highlighted.
At the level of the first industry cluster, the competitive advantage of the Xianghe furniture industry is reflected in three aspects: the first ultra-low price, mainly due to the low rent of the venue and the advantages brought by the factory direct sales. The second is to win by scale, relying on the average passenger flow of more than 20,000 times a day, to win a wide range of choices. The third is geo-advantage, with the best conditions for an international one-hour access zone. However, the object must be reversed. Because of the price, it is naturally classified as a medium-to-low-grade one. Although we have seen the adjustment of the golden key in the brand strategy, the competitiveness of Xianghe Furniture City in high-end brand-name products is slightly insufficient. Therefore, it is necessary to attack in all directions and increase the added value of products.
Second, on the issue of origin, the brand's origin image is positively related to the brand's purchase intention. Once a product forms a good social image, it will form an invisible barrier to the foreign brand. Focusing on the global brand origin, everyone has very clear. Cognition, products and origin are very familiar, such as the freedom of the United States, the rigor of Germany, and the fineness of Japan, which will give an overall awareness of the products in the region. We have related purchases for American cowboys and German cars. At present, Xianghe Furniture lacks relevant image and promotes the brand image with Beijing registered trademark Hebei. The image of the origin of the product has an important role in promoting the production and development of the industry. If Xianghe relies on Beijing alone to enhance the image of the original place of origin, Xianghe is affiliated with Hebei, and the brand of Hebei cannot be removed. Every Hebei enterprise should jointly create and enhance the overall image of Hebei furniture and make itself Hebei. One member is proud of himself and widely carries forward. Efforts to shape the image of origin are also the best means for the brand of furniture manufacturers to rise.
The third is credit financing. The difficulty of financing SMEs is the bottleneck restricting the development of industrial clusters. Most enterprises are difficult to finance. At present, all private fixed assets investment in Hebei Province is less than 20% from financial institutions. Many enterprises have to use liquidity due to the expansion and expansion, which has led to difficulties in capital turnover, which restricts the development of small and medium-sized furniture enterprises and restricts the rapid and healthy development of the Hebei furniture market.
The fourth is the leading problem. Although the industrial clusters are developing rapidly, there are areas such as Xianghe, Zhengding and Dachang. Hebei production enterprises take the blue birds and hide to take the lead, but the main features are small and scattered, specialization and The level of collaboration is not high, and it is difficult to achieve scale expansion and form a larger scale advantage.
The fifth problem is the supporting logistics system. In recent years, Xianghe Furniture City has won the title of trade capital of northern China. With the increasing demand for service level, the backward logistics system has become an important factor restricting development. Two aspects, one is the lack of logistics infrastructure, although Xianghe Furniture City is located in the hinterland of the Bohai Economic Circle, the infrastructure is still relatively weak, and the airport is missing, resulting in relying on road transport. Second, the level of modern logistics is poor. For a long time, Xianghe Furniture City adopts the traditional logistics system, and the overall grade of informationization is relatively low. Although the management committee has continuously increased its efforts in this respect, it has a serious development with Xianghe Furniture City. Mismatches restrict development. This defect has been improved with the implementation of the digital logistics project, but I think Xianghe Furniture City still needs to keep the project with the times and keep the fluid of the industry and the development of the industry.
The sixth problem is the issue of regional branding. Regional brand building is not simply to invest in advertising, but to promote and promote the complex and systematic project of the industrial chain and supporting the thrust. In simple terms, through the integration of Xianghe Furniture City's highlights, the introduction of brand marketing, in the promotion process to improve the supporting of the industrial chain, such as the Northern Trade Capital, the national furniture monitoring agency, the Xianghe Convention and Exhibition Center, brand mining, must It will do more with less.
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