Nearly half of the brand awareness of furniture dealers wants to change brands

With the continuous deepening of the national property market regulation policy, the transaction volume of the property market is shrinking day by day, and the pan-home industry in the downstream is deeply affected. In the past year, home stores have stopped or closed down, labor, logistics and other costs have risen rapidly, domestic demand has been suppressed under inflationary pressure... various factors threaten the survival and development of dealers.


Nearly half of the brand awareness of furniture dealers want to change the brand wood products industry as a member of the pan-home industry. What is the status of dealers? Recently, a survey on the living conditions of distributors in the pan-home industry shows that nearly 30% of wood products dealers want to change brands, the specific situation is analyzed as follows.


Want to represent the high-end brands accounted for 50%


According to the survey data, it is hoped that the distributors of mid-to-high-end brands will account for 51%, accounting for more than half of the total, followed by dealers who want to act as mid-range brands, accounting for 23%, and dealers with top brands account for the smallest proportion. 2%. This is in line with China's current economic situation and the demand for wood products.


Relevant statistics show that from 1980 to 2010, China's per capita GDP has increased by 12 times in 30 years, and the large-scale consumption of Chinese households has also risen from 100-yuan watches and bicycles to 100,000 yuan. Judging from the experience of developed countries, China's large household consumption levels in the future will be stable at the order of 100,000 yuan for a long period of time.


With the continuous improvement of household consumption levels, consumers' awareness of active consumption and rational consumption has continuously increased. Consumers are eager to improve their health and environmental protection, pursue a more refined life, pay more attention to the style and details of the products, and prefer products that are in harmony with the style of home decoration to enhance the quality of life. At the same time, the era of “branding” has arrived, and consumers are paying more and more attention to well-known brands, which has led many dealers to create a brand agency concept of “small and big”.
According to the surveyed people, the wood products industry includes sub-sectors such as flooring, veneer, wood, wood, and wood. However, in addition to flooring, other wood products are in the field of basic building materials. For the end consumers, The characteristics of low recognition are widespread. This is also an important reason why many retail-based wood products dealers want to withdraw from the original industry or replace the pan-home products with brand appeal.


Nearly half of dealers want to invest 100,000 to 200,000 cards


According to the survey data, the majority of dealers who want to invest 100,000 to 200,000 new brands account for 27% of the investment below 100,000, 21% to 200,000 to 500,000, and only 6% to 500,000.


This is because, on the one hand, affected by the property market regulation policy, the wood products market is sluggish, and the sales of wood products are declining. On the other hand, with the rising cost of raw materials, labor, logistics, etc., the dealers’ expenditures are huge; Under inflationary pressures, consumers are pursuing more affordable products, and dealers have to exchange prices to benefit consumers. Under the pressure of many wood products, the profit of most wood products dealers has been severely compressed. Even if you want to change the brand, there is not much financial support and it seems powerless.


But you can also see that there are still 6% of dealers who want to invest more than 500,000 to replace the brand. In fact, most of these dealers are adding brands rather than changing brands. Most of these dealers are strong in strength, often relying on high-profile first- and second-line brands. After accumulating original funds and winning good reputation, they took the opportunity to expand against the market and step up their share of local or foreign market share. They are experienced and flexible, and have already completed the transition from dealers to service providers. Most of them are producers' "seat guests" and are expected to develop into oligopolistic dealers.


Chinese, modern minimalist and European style most popular


The top three brands that dealers want to represent are Chinese, modern and European. From the perspective of domestic consumer demand, there is demand for improved decoration after the 70s, and gradually enter the age of marriage after 80, they are the main consumer groups of pan-home products.


However, the consumption characteristics of the two groups are different. Born in the 1970s, the consumer group has a traditional mindset, expresses feelings, and has certain economic abilities. Chinese-style products are often made of solid wood, positioned in the high-end, while the Baroque style and Rococo style in European style are luxurious, which meets the needs of this consumer group to pursue noble quality life. Born in the 1980s, the consumer group is active in thinking, pursuing individuality and accepting new things. Compared with the thick and steady Chinese style, the modern minimalist style focuses on product diversity, combination versatility and flexibility, while in European style. The rustic style is quite romantic, and both can win the love of the 80s.


Solid wood and composite materials are equally divided


Solid wood and composite materials are the materials that dealers most want to represent. Today, with artificial traces all over the earth, people are increasingly pursuing a natural and healthy lifestyle. The finished solid wood products are naturally natural in appearance and green, so they are very popular. However, with the gradual shortage of global timber resources, the price of natural wood continues to rise, which in turn pushes up the price of manufactured goods. Solid wood products have become the first choice for high-income groups and consumers of quality living, and ordinary consumers are discouraged. Composite materials have the advantage of being inexpensive. Composite materials are moderately priced, not easily deformed, and have a variety of color variations. The components are often combined with various metal hardware, which is very convenient for assembly and disassembly.


This material requires polarization to conform to China's "two big, medium small" consumption structure. At present, China's wealth distribution "28" phenomenon is obvious, 20% of the population accounts for 80% of all wealth. Although the Central Economic Work Conference, which ended recently, proposed “improving the proportion of middle-income earners”, it still needs a process.


This survey has four aspects of agent brand grade, investment capital, brand style and material requirements, and has a better understanding of the specific requirements of nearly 30% of wood products dealers to change brands. The survey results are beneficial to wood products companies to understand the needs of dealers, adjust product positioning, product style, agency fees, etc., establish a new type of producer dealer relationship, and achieve a good situation of mutual benefit and win-win situation in a depressed market environment.

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