The global financial crisis has greatly affected the real estate industry and the Chengdu furniture industry, which is closely related to it. The export orders of some export-oriented furniture companies have shrunk sharply, and the contract fulfillment rate of export contracts has fallen sharply, causing these companies to increase their domestic sales. However, under the grim form of the domestic furniture industry, the impact of the financial crisis on Chengdu furniture companies is limited.
Investigate its reasons. First, Chengdu Furniture is the overlord of the secondary and tertiary markets. In this crisis, the market has shrunk most in the first-tier cities; Chengdu furniture companies have always been disadvantaged in terms of exports. When the financial turmoil hit, the former disadvantages instantly turned into advantages.
Among them, taking the typical pearl furniture of a typical enterprise in the Chengdu furniture industry as an example, in the face of the crisis, the enterprise is full of confidence and has no fear at all. In 2009, it was even more impressive. Up to now, this year's monthly sales have reached an average of 160 million yuan, and the market share has reached 1.25%. The year-on-year sales continue to maintain a growth of more than 30%. However, due to the increase in raw materials and labor costs, the profit level this year is basically the same as last year. Flat.
What makes Pocket Pearl Furniture stand in front of the crisis without fear? It is reported that in response to the financial crisis, Pearl Furniture has made major adjustments in its business strategy.
First, innovate in concepts and introduce advanced machines. When the entire industry was warming up in the financial turmoil and reducing investment, the Pearl of the Palm broke its usual thinking and introduced a batch of nearly 50 million yuan worth of four-end edge banding machines, eleven-row + twelve-row drills, and CNC machining centers. World advanced high-precision production equipment.
Second, technological innovation, thinking outside the wood to make furniture. The reason why Pocket Pearl can always maintain the leading position in the industry is summarized in the words of Group President Wang Jianbin as three "non-stop": "Continuous development and design of new Chengdu furniture products, continuous innovation of production technology and technology, and continuous improvement of management level. And efficiency. "Pearl Pearl has always insisted on innovating throughout the entire process of production and operation. As early as 9 years ago, Palmer Pearl has taken the step of technological innovation of traditional furniture. It has set up an independent product research and development center and invested R & D and design costs every year. Tens of millions of yuan; let the mind jump out of the wood, promote the perception of life from the consumer's perspective, and develop and design from a professional perspective-let the wood speak! The results of the long-term and painstaking research are gratifying: So far, Pocket Pearl has owned thousands of national patents, with an average of more than 400 new products designed and developed annually.
Third, marketing innovation to create a legend in the furniture industry. In the past 3 years, Pocket Pearl used its innovative courage to change the traditional sales model such as the customer's door-to-door natural sales model into a marketing model of active door-to-door sales. This move has caused Palm Pearl furniture to be generally in a slump in the furniture industry. In 2008, the Pearl of the Palm launched a series of activities to establish the “Red China · Winner Terminal†Life Pavilion across the country. One month before the Life Pavilion opened, the branch sales team worked with distributors to formulate a thoughtful and unique market operation plan. Based on the unified image of the specialty store sales model, it strongly integrates terminal promotion resources and promotional methods to help dealers comprehensively improve sales and bring more value experience to terminal consumers. At the same time, strengthen the promotion of terminal peripherals and increase market penetration.
Fourth, fully implement world-class ERP projects. In response to the increasingly fierce competition under the financial crisis, as well as the diversification of product quality and service, the speed of end users' response to customers, the timeliness of orders and the ability of products and services, etc. Mingzhu Group is increasingly aware of the necessity of informatization to achieve long-term sustainable development. In September 2008, Mingzhu Group cooperated with IBM to implement the ERP project. The successful implementation of this project will help Mingzhu Furniture to develop and innovate its business, accelerate market responsiveness, fully optimize business processes and organizational structure, and help companies achieve detailed and scientific Management, support the rapid, sustained and healthy development of enterprises, thereby laying a firm and strong foundation for ascending to the peak of the furniture industry.
The financial crisis is both a danger and an opportunity. Rather than saying that the current financial crisis has brought an impact on the Chengdu furniture industry, it is better to say that the financial crisis has exposed some of the problems accumulated by the industry, such as lack of Chengdu furniture brands, imitation of plagiarism, and low-cost homogeneous competition. This has exposed the entire Chengdu furniture industry. Industry integration is not a bad thing. After years of rapid growth, the market should do some precipitation and reflection. Consumers will also reflect on consumer behavior. Enterprises pay more attention to brand, service, quality and cost performance. Some companies will be eliminated, the market share will be redistributed, and the share of brand companies will become larger, which also gives companies the opportunity to grow and strengthen, and the Pearl of the Palm is to plan for this opportunity with all its strength. , With this preparation, also has this strength.
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