Furniture domestic sales orders received "soft" alliance to raise awareness

"The furniture industry has not had such a good market in the second half of this year for a long time!" At the recent 12th anniversary celebration of the Zhongshan Furniture Chamber of Commerce, He Zhixiong, chief executive of Sihai Group, told reporters. According to him, due to factors such as the recovery of the real estate market and other factors, many furniture companies in the city have not dared to pick up orders from the domestic market in the second half of the year, and formed a "two-day" situation with the export market. Several leading enterprises in Zhongshan are planning to establish a brand alliance to further enhance the popularity of Zhongshan Furniture regional brands in the domestic market. ■ In the second half of the year, domestic sales orders are difficult for companies to deal with. He Zhixiong’s current headache is recruiting workers. "In the first half of the year, everyone was not good. The orders in the second half of the year were too much to do. It was too difficult to recruit people." According to him, due to the financial crisis, the furniture industry generally began to lay off employees in the second half of last year, reducing costs and alleviating business pressure. However, it is not expected that the domestic market will pick up so fast in the second half of this year. Only the sales of Sihai Furniture in the domestic market from January to October this year reached double-digit growth, while the export performance showed double-digit decline. Regarding the choice of the internal and external markets of the Zhongshan furniture industry, he believes that the current export market has slightly rebounded, but did not see a clear improvement, the domestic market should increase domestic sales in the next year, and the domestic brand should be better. Li Weiliang, chairman of the Zhongshan Furniture Chamber of Commerce and chairman of Meiying Furniture, also believes that Zhongshan furniture enterprises have much to offer in the domestic market. He told reporters that Zhongshan furniture companies generally used to focus on the export market and have visibility and influence in foreign markets. Since last year, many companies have begun to switch to the domestic market because of the international financial crisis, which also allows domestic distributors to see the quality and brand strength of Zhongshan furniture products. For example, Dayong Hongmu furniture products have more than 500 patents, and the number of patents is rising every month, and the brand awareness is very strong. ■ Preparing a brand alliance to enhance domestic popularity Li Weiliang said that although Zhongshan's office, mahogany and European antique furniture have a certain reputation in the industry, many furniture companies have strong market competitiveness, but the entire industry distribution is very scattered, not like Dongguan and Shunde has formed a concentrated furniture industry area, and the influence of Zhongshan Furniture regional brands in the domestic market needs to be strongly integrated. "About the establishment of brand alliance, several companies are currently talking." He Zhixiong revealed that enterprises have realized the importance of industry integration and division of labor, but whether such cooperation can be realized as soon as possible requires individual companies to break the conservative concept. He believes that the formation of Zhongshan furniture regional brands will take time. If the government can promote the grafting of good brands and good factories and promote the division of labor in the industry, it should be able to achieve the formation of several Zhongshan furniture brands. Whether it is office furniture, mahogany furniture or European antique furniture, companies are seeking to transform their brands into a crisis. The Furniture Chamber of Commerce is also promoting this kind of industrial transformation and has submitted an industrial base to the municipal government. The Dayong Redwood Furniture Chamber of Commerce also plans to open the Redwood Furniture Fair in March next year and provide assistance to enterprises in terms of intellectual property rights.

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