Furniture products infused with more cultural connotations "Value-added" culture has become a new direction for furniture companies Although since last year, many furniture manufacturers have begun to pay attention to the cultural connotation of products, however, there are very few really complete series. At this year's Famous Furniture Fair, we can see that more products are no longer a simple cultural symbol, but the whole cultural concept is injected into it. While increasing the connotation of the product, it has also formed Strong overall style. As a representative of office furniture, Shengao Furniture brought us a brand-new home brand-Lian Shang Jia at this famous furniture exhibition. Unlike other brands with many styles, Lian Shang Jia neither mixes the gorgeous and complex European style, nor adds the angular northern feelings, but takes the temperament of the Jiangnan water village as the main theme and integrates it into the panel furniture. , Interpreting the Chinese style as romantic and beautiful. Although all the products in the whole exhibition hall have different shapes, they seem to be telling you a story about "falling in love with Jiangnan Lian Shang Jia" in Wu Nong's warm language. Although it is not like Shengao, the whole brand is used to express a cultural theme, but the original design of "Freehand Oriental" displayed by Huawei Furniture, which has always been good at Chinese style, is also eye-opening. In addition to using a lot of elm and camphor wood in the product materials, the series also "value-added" the entire product, adding the ink style in the Chinese painting to make it more rounded. In this exhibition, cultural "blessing" has become one of the main directions of all brands, and Merrill Lynch, which has always focused on villa furniture, also said that Chinese consumers have gradually matured with the development of the market. They are also more rational when buying furniture products. Their requirements for products are no longer just satisfied with high-quality and beautiful designs, and they are beginning to pay more attention to the cultural values ​​contained in the products themselves, so as to reflect their different tastes and pursuits. . Therefore, product design should also incorporate more popular culture and be more approachable, so as to gain a foothold in the fierce market competition. Seeking opportunities for multi-line development In addition to working hard on product quality and design, in such a severe market situation, furniture companies are no longer satisfied with only one marketing method, but in choosing the most effective way of publicity, at the same time, blooming in all aspects, and strive to Expand sales during the crisis and seize the opportunity to seize the market as the industry "shuffles". As the pride of a national enterprise, it has always focused its attention mainly on the furniture of the Chivas brand in the European and American markets. Since this year, it has also shifted its focus to the domestic market. Not only did it invite the popular star Sun Honglei as a spokesperson, but also plan to Many media including SouFun.com have conducted extensive cooperation to spread the high-quality life advocated by Chivas while further opening up the domestic market. Since last year, Yaobang Furniture has optimized the product structure through internal adjustments of the company. Since June this year, it has cooperated with distributors in 60 and 70 cities across the country to carry out promotion and publicity activities. And this promotion is no longer just talking about it in general, or simply using the method of handing out flyers, but to send Yaobang Furniture ’s local working groups to every community to distribute flyers and understand the residents ’furniture. Different needs. Once there is a purchase intention, the invitation letter will be formally sent to the owner within the first time. At the same time, Yaobang Furniture also took advantage of the opportunity to stay in the private enterprise pavilion of the World Expo, and joined the CCTV drama "Dangdang Marriage" to further expand its popularity and influence and set off a "Yaobang furniture style" in the market. In this year's severe market situation, almost all furniture factories expect to seize the opportunity of industry reshuffle to expand their popularity and sales; and the use of multi-line development is tantamount to the most appropriate. Liu Zhiyong, marketing director of Yihua Wood Industry Co., Ltd., said in an interview that walking on one leg will not only lag far behind the entire market, but will also make one's own path narrower and narrower. More stable, therefore, only by radiating multiple directions on a basis can we gain a firm foothold in a highly competitive market. Dealer quality becomes an important guarantee Almost all home furnishing brands participating in the exhibition hold one purpose, attract more like-minded people to join, and strive to open their stores across the country, thereby expanding the national market share and gaining more consumers' love . In this fierce and severe competition this year, many brands have begun to conduct strict screening of franchisees at the same time as they provide more attentive services, and have begun to change the way of attracting investment. As a new series under the old brand, Lian Shang Jia, a brand new brand in Jiangnan Water Town, also has its own strict standards in the selection of franchisees. Not only allows strong distributors to join their own brands, but also requires distributors to have consistent goals in management with the company, and hopes that distributors should form an absolute openness and bundle of interests with manufacturers . Because Lian Shangjia knows well that, as a rising star of sheet metal furniture, if you want to make a name for yourself among many outstanding predecessors, it is difficult to achieve your expected goals without a strong promotion model. In addition to Lian Shangjia, Yihua Wood is also strictly required by dealers. In August this year, the eldest brother in the board-timber industry specially organized the shopping guide of Yihua Wood Industry throughout the country for training. This training is not to take classes, run, or run in a simple sense, but to specifically invite the experts to provide guidance on the intrinsic qualities of the shopping guide, including his marketing skills. Because in Yihua Wood's view: selling products is actually selling itself. Only by cultivating the shopping guides of various stores can we really sell the products, and this is much better than opening more stores. In a face-to-face interview with reporters, Jiang Yongrui, general manager of Heyi Furniture, said that in today's market situation, blindly choosing the kind of strong and strong franchisees to join their own brands is actually not a good decision. Because for those who have achieved certain results, under the severe market situation, they may not try their best to promote the brand, but are more willing to keep their previous performance in a stable and stable manner. For some start-up dealers, this is his means of earning a living, he must go all out. Such dealers usually do a lot better than the older or larger dealers selected earlier. And this is also a new choice for many brands. "Under the crisis is the turning point." In the face of this year ’s crisis, although there are many difficulties, more companies choose to face it bravely, but also keep up with the entire market situation, constantly changing the company ’s development methods and marketing methods, and trying to catch up with the changing market situation every day. And this also shows that the Chinese furniture market is maturing, becoming bigger and stronger every day.
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Value-added culture becomes a new direction for the furniture industry
Even though it was affected by unfavorable factors such as rising building materials prices and real estate market regulation, the four-day 24th Dongguan Famous Furniture Fair still ended lively. Although it is inferior to the exhibition in March, but perhaps under this adversity, the entire furniture market has shown more new highlights: furniture companies have all abandoned the complicated and complicated patterns and carvings. , And in turn pursuing designs with more cultural connotations; and more companies see hope in the crisis and look towards a broader future.