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The loss of Zhongshan mahogany furniture is alleged to be weak in the sense of conservative brand awareness
In April, Dongyang City, Zhejiang Province officially declared “China's Redwood Furniture Capitalâ€; in June, Dongyang Municipal Government officially listed the “China Redwood Furniture Capital†as a key work item in the city, and will also carry out “ Dong Zuo's furniture brand culture entered the historical and cultural city activities, and actively prepared for the 4th National (Dongyang) Redwood Furniture Dealer Conference in September... Recently, this news made the bosses of Zhongshan Redwood Furniture Industry very worried. I even felt very sad - the Zhongshan mahogany furniture industry, which was originally a well-off family and once occupied the country's 60-70% market, watched the most influential gold-plated card - "China's mahogany furniture capital" to be "robbed" by others went. Wu Chiyu, the person in charge of Zhongshan Hongguxuan Furniture Co., Ltd., told the reporter with concern: “Zhongshan mahogany furniture enterprise is like a 'frog at the bottom of the well'. It is not willing to go to the national market to play the brand. The national mahogany furniture industry is blooming everywhere, especially in Zhejiang Dongyang and Fujian Jianxian. The mahogany furniture industry in the tourist areas has risen rapidly, and our advantages have disappeared. It is time to think about where to develop in the future. â– Why is Zhongshan not declared the capital of mahogany furniture? Zhongshan Guzhen is the “China Lighting Capitalâ€, while “China Redwood Furniture Capital†was pre-empted by Dongyang people. Guangzuo, Jingzuo and Su are the three major schools of mahogany furniture, which has led to the development of mahogany furniture industry in Guangdong, Beijing and Jiangsu and Zhejiang. With the changes of the times and industrial development, the redwood industry in some regions has slowly weakened, and some regions have gradually risen. Today, the three pillars of Zhongshan, Guangdong, Dongyang and Fujian Xianyou have formed. Zhongshan's mahogany furniture industry has been developing for more than 30 years, and has become the benchmark in the national mahogany furniture industry. It has also made Zhongshan's mahogany furniture industry more and more solid. Zhongshan's mahogany furniture enterprises are mainly distributed in Dayong, Shaxi and Sanxiang. Among them, Dayong Town is one of the earliest large-scale mahogany furniture production bases in the country. Shaxi Town is one of the largest distribution centers of mahogany furniture in the country (Longdu Hongmu Furniture Expo Center and Longdu Redwood Furniture Business Center), and three The township is one of the largest collections of old furniture in the Ming and Qing Dynasties. “The vast majority of mahogany furniture enterprises are located in the two towns of Dayong and Shaxi, especially the mahogany industry in Dayong Town. It started early and has a thick foundation.†Lin Weihua, head of the China Classical Furniture Network, who has been working on mahogany furniture for many years in Zhongshan, revealed. At present, there are more than 500 mahogany furniture enterprises in Zhongshan, including more than 300 Dayong, more than 200 Shaxi, and more than 30,000 employees. “Like Da Yong, which is known as the “Professional Town of Chinese Redwood Furniture Productionâ€, this is the first furniture industry area jointly named by China National Light Industry Federation and China Furniture Association, which plays a benchmark role in the mahogany furniture industry.†Zhongshan The ancient town is the "China Lighting Capital". The capital of this industry not only means that the scale of the local regional industry is large and strong, but also emphasizes that it is the core of the national industry and has a representative position in the industry. Since Zhongshan's mahogany furniture industry has such an advantage, and the brand influence of the industrial capital is so large, why is Zhongshan not declared the "redwood furniture capital"? In the view of Wu Chiyu and Lin Weihua, there are factors behind the Dongyang people’s success, but more reflects the “industry vitality†of the Zhongshan mahogany furniture industry, “conservative thinking, weak brand awareness†and “serious brain drainâ€. "The government pays insufficient attention to the fact that the core position of the industrial market is gradually lost" and other factors. â– Why is the brand awareness of Zhongshan Redwood Furniture Enterprise so bad? Dongyang is a billboard for mahogany furniture companies, and there are less than 10 companies in Zhongshan that have more than 500 mahogany furniture companies playing billboards on the expressway. In May and June this year, Lin Weihua took his team to Zhengzhou, Shenzhen, Xi'an, Jinan, Qingdao, Zibo and other cities to participate in the local mahogany furniture exhibition, and found a phenomenon that made him very worried: Zhongshan has so many brands of mahogany furniture. Enterprises, there are only one or two companies that build brands in the national market, among which Hongguxuan is more active. "This phenomenon shows that the brand awareness of Zhongshan Redwood Furniture Enterprises is too bad, they are still sleeping in the past dreams." Lin Weihua said. Lin Weihua has an office in Dongyang. He often runs in both Zhongshan and Yang. He found that most of the current mahogany furniture industry is only a regional brand, and there are only a handful of high-profile brands in the country: Zhejiang's annual red; Fujian's Liantianhong; Guangdong's Taishan's Wu's prosperity; Shenzhen's friends Union for home, Midland; Guangzhou Panyu Yonghua; Shanghai's air traffic control; Beijing's Yuan Henry; and Zhongshan regional brands may only be able to compete with Hongfa, Dongcheng, Hongguxuan, Bo Kee and so on. “People who have been to Dongyang will be shocked by the overwhelming billboards of mahogany furniture. There are no gaps in the eyes. Even in the mountains on the roadside, they are filled with mahogany furniture billboards. Lin Weihua said that Dongyang people's advertising investment in mahogany furniture enterprises is the most in the country's mahogany furniture industry. Even if it is Fujian Xianyou, although its industrial strength is weaker than that of Zhongshan and Dongyang, it is also not soft in terms of advertising investment. The billboards on the surrounding highways are always visible in the mahogany furniture. Compared with the proactiveness of these regions, Zhongshan mahogany furniture companies generally perform too low-key. There are less than ten enterprises that use billboards on the expressway in more than 500 mahogany furniture enterprises. There are not many billboards in the industrial area, and most of these companies that do outdoor advertising are non-Zhongshan enterprises. "Of course, advertising is not playing as much as possible, but it also reflects from a certain level that different regions have different levels of investment in brand building, and even reflect the problem of weak brand awareness." Lin Weihua said. “We are the first company to design mahogany furniture with universities, mainly to promote the brand, but also to reserve talents.†Talking about the brand building of Zhongshan Hongmu Furniture Enterprise, Yang Jing’s marketing director Yang Jing felt that Hong Gu Xuan’s The road to the brand has gone very hard, and there is more or less the feeling of "single combat." "This activity should have been done by the association or the government, and the rewards given by the event itself are minimal, mainly for the healthy development of this industry." Yang Jing revealed that Hongguxuan has taken the brand road since its establishment in 1997. And is the first registered trademark of Dayong. After years of development, Hongguxuan has opened nearly 50 brand stores nationwide, including 12 in Lijiang, Yunnan. “After we named it as “Xuanâ€, after gradually forming the influence of the brand, many companies followed the name with the word “xuanâ€. Now the whole redwood street is “xuanâ€.†■Why Zhongshan Masters of Redwood Furniture Not actively playing the brand? The boss of Zhongshan Yihong Furniture Company joked that “the pigs that are full of food should also take a napâ€, and that the position of Zhongshan’s industry bosses will not be shaken. The reporter once heard such a joke from the boss of a mahogany furniture company in Zhongshan: "The full-bodied pigs have to take a nap." The boss’s so-called "satisfied pig" refers to the current Zhongshan mahogany furniture industry. . In the minds of some bosses of Zhongshan Redwood Furniture, Zhongshan’s industry boss position will not be shaken, but they rarely go out to see the development of other regional industries. People in the industry know that many local mahogany furniture business owners also run real estate business. They have a solid financial base and have already passed the initial stage of capital accumulation. Compared with many companies in Dongyang that use bank loans to achieve capital turnover, Zhongshan’s mahogany furniture companies are obviously much less stressed. These have made it easier for local bosses in Zhongshan to “do business more easily than foreign bossesâ€. It is also this kind of "easy" that many of the mahogany companies in Zhongshan have begun to satisfy the status quo, and only keep the old customers at hand, and rarely consider the issues of enterprise transformation and mode upgrading. Even in the face of the bleakness of the entire industry this year, some companies are also planning to “work hard†with other companies, rather than actively expanding sales channels. Wu Chiyu also admitted that some mahogany furniture companies in Zhongshan have kept their achievements and satisfied with the status quo, slowing down or even stopping the pace of development. Many enterprises have almost no investment in product innovation and market expansion. "Zhongshan has not yet formed a professional store of mahogany furniture, but the opposite is the huge contrast of the market in Dongyang for four consecutive years. This contrast is sometimes very worrying." One is not willing to reveal the truth. The business owner of the name also pointed out that Zhongshan is a gathering place for the mahogany furniture industry. A large number of senior technicians in the industry are gathered here. Zhongshan has created one piece of mahogany furniture. “But this advantage has gradually been leveled out in the rise of other regions. Like the rise of the Dongyang mahogany furniture industry, many Dongyang workers have begun to return home, or as business owners, or continue to work in their hometowns.†“In fact, Dongyang Many business owners, in the same year, were in the rushing as technicians. After learning the art, they went back to set up factories.†The business owner said that at least five employees in the factory went back to be small bosses, and now they have business with themselves. contacts. He pointed out that in recent years, Zhongshan has rarely cultivated outstanding mahogany craftsmen, and many local people are reluctant to engage in hard-working carpentry work due to the improvement of living standards. Dongyang City has been actively setting up carpentry training classes since 2009. Based on the original Dongyang woodcarving technology, the systematic training of mahogany furniture production has not only greatly eased the employment problems of Dongyang Redwood enterprises, but also improved the Dongyang mahogany furniture process. Level. Dialogue area brand to break through resource integration is a breakthrough reporter (referred to as: note): Zhongshan's mahogany furniture industry has a very good foundation. In your opinion, how should brand building be built? Lin Weihua (abbreviation: Lin): From the industrial base, the Dahong redwood industry has moved from capital accumulation to industrial transformation; although the Dongyang redwood industry has developed rapidly, it has only formed scale in these three and five years, and most of its enterprises It is still in the stage of accumulation of primitive capital; although the scale of Xianyou Redwood Industry is large and the number of enterprises is large, most of them are small workshop-style enterprises, and the industrial strength cannot compete with Zhongshan. It can be said that in the mahogany furniture industry, “Zhongshan†is a symbolic term. The Zhongshan redwood industry already has a good regional brand foundation, which is accumulated by people's word of mouth, and cannot be easily shaken. Zhongshan Dang cherishes this unique industrial advantage, actively utilizes and exerts the influence of regional industrial brands, strengthens corporate brand building, and completes industrial transformation and upgrading as soon as possible. Reporter: Homogenization is a major injury in the mahogany furniture industry. Many companies hate this and how to protect their brands? Lin: The homogenization of mahogany furniture products has always been a major problem affecting the development of the industry. Most of the company's products are mainly based on the imitation of Ming and Qing furniture, and the plagiarism in the industry is serious. Therefore, many mahogany furniture companies are reluctant to invest more in innovation and research and development. . In addition, the industrial bases of Dongyang and Xianyou are relatively weak and the technical level is low. Most enterprises do not have enough innovative R&D capabilities. In contrast, Zhongshan has a large number of enterprises that have been developing for more than ten years. These enterprises are rich in capital and talented people. For example, Hongguxuan, Zhongfei, Qidianju and other enterprises have already been in the design and development of “new Chinese†mahogany furniture. Seized. Then, if the association is good or the government is good, it should increase the number of companies that dare to innovate and continue to introduce new products. Reporter: Although Zhongshan has developed the mahogany furniture industry in the three towns, it always gives people the feeling of “there is no leaderâ€. How to solve the problem of resource integration? Lin: Dayong, Shaxi and Sanxiang have obvious industrial advantages. As early as 2011, at the Zhongshan (Longdu) Redwood Furniture Culture Festival, the media raised the industry model of “collaborative cooperation†between Shaxi and Dayong. In addition, the voice of the “three towns joint exhibition†in the industry is getting higher and higher, and the integration of industrial resources has become an inevitable trend. At present, due to the lack of publicity and promotion and marketing planning in Zhongshan's various industrial markets, industrial development is severely constrained, and the municipal government should strengthen guidance and support for the market. The 2012 China (Zhongshan) Redwood Furniture Fair has become the starting point for the global development of Zhongshan Redwood Furniture Industry, which is a good start for the integration of industrial resources in the three towns. Reporter: As the saying goes, "The wine is also afraid of the deep alley." In the information age, how does the brand promotion of the mahogany furniture industry go out of the dilemma? Lin: The development of modern industry has been inseparable from the e-commerce platform, and information construction should also be valued by mahogany furniture companies. At present, Zhongshan has Zhongshan Redwood Home.