Seek the master! What aspects should a furniture enterprise start with to investigate its current market positioning?

The purpose of the survey: to get a preliminary understanding of the market and look for potential business opportunities.

Survey object: dealers in key markets; A salesman in the furniture market.

Survey method: sampling inquiry and face-to-face communication.

Survey content:

1, overall market environment (different grades, different sales methods).

2. Main distribution (composition and distribution of main channels).

3. Competitive environment (major brands, prices and advertisements).

4. Customer suggestions and market demand analysis.

Main investigation ideas:

1, distributor of other related products in the same industry.

2, the price difference of similar products in the same industry, the price situation between different grades.

summary

Nanning, the capital of Guangxi, is a modern city where many ethnic groups live in harmony. The city governs five urban districts and seven counties, namely, Chengbei, Xincheng, Xingning, Yongxin and Jiangnan, with a total area of 22,626. 95 square kilometers, inhabited by 36 ethnic minorities such as Zhuang, Miao, Hui and Yao, with a total population of 620. 120,000 people, including urban population 140 people. 390 thousand people. Its furniture market has great business opportunities, which can be found on a single website. There are 206 furniture manufacturers in Nanning. And 90% of them are small enterprises, and their sites are far away from the urban areas. There are many brands of store furniture in urban areas, and foreign brands include royal furniture, Hengxin, Federal, Tianzimu and Aubrey.

Basic market situation

On the investigation date of 10, we first visited the important large furniture stores in Nanning, and then conducted a sampling survey of scattered stores and furniture stores. Next, through the form of shops, I can simply classify them as follows:

1. Furniture enterprises focusing on direct sales: These enterprises include Guangxi Jinding Furniture Co., Ltd., Yi Rong Furniture Co., Ltd., Feng Gang Furniture Factory, Jida Furniture Co., Ltd. and many other companies, and their production plants are located in remote areas of Nanning, and they are local manufacturers. Its * * * features are: mainly low-grade and low-priced office dining furniture. Through interviews and investigations, it is found that these factories are located in remote areas, far away from the city center, and their production methods are aging, the production workshops are low and messy, the production materials are mainly ordinary wood, and the processing workshops produce a lot of dust. High pollution, high consumption, and the finished product has an odor. It is mainly promoted by direct selling and advertising, and there are self-provided exhibition halls, but the types of products displayed are single and simple, and customers are mainly customized. Its dining table (1 6 with six stools) is only sold in 500 yuan.

Its own advantage lies in that since the factory is far away from the urban area (the self-rented exhibition hall is located in a crowded place), direct selling is the main way, which saves costs in the sales process. Hotel dining furniture (few household furniture, mainly dining tables and wooden beds), the price is mostly within 1000 yuan. The general catering office has a huge market, and the customer base only buys in large quantities because of ordinary needs.

Second, small-scale stores with scattered sales: Most of these small-scale stores are located in the general streets of Nanning, or in the stations where people gather, next to the community. Decentralized management, the sale of a variety of furniture, including hardware furniture, cloth furniture, ordinary wooden furniture. , belonging to low-priced furniture. No brand concept, no accurate business positioning. Is a very simple shop, with office supplies and furniture supplies. Small to ordinary chairs, metal stools, etc. , big wooden beds, cabinets, etc. Nanning has shopping malls such as Peking University Furniture Market, Kang Feng Furniture Co., Ltd. and Yinlong Furniture Market. Due to the large passenger flow, most of them are

Ordinary people, the general working class are the main consumer groups. This part of the furniture is still short of funds.

First choice for consumption. Their requirements are: concise, practical and modern; More functions, in order to make full use of the limited living space; I want high-grade design and style, but the price is low, so I can feel the value for money psychologically. This is a huge market group. For the brand concept is vague, you can accept the so-called miscellaneous brands and care about the practicality of the products. General 1. 8M*2M ordinary wooden beds are sold in 700 yuan, and the price of mattresses is 1 100 yuan, which is relatively low.

3. Sales-oriented large-scale furniture plaza: In Nanning, the most famous large-scale furniture stores are Cheng Chun Furniture Plaza located in Anji Road, the capital, and Yijia, which is adjacent to Nanhu Park. It is located in a prosperous area and has a high reputation. For example, Spring City Furniture Plaza is divided into exhibition hall A-L * * * 12, which is divided into several blocks, such as home, office, leisure and hotel. Give priority to with high-grade furniture, centralized sales. Its advantages are: its popularity in Nanning is high, and there is a special bus stop-Cheng Chun Furniture City, which has a large space for people to choose, which saves the advertising expenditure of a single brand to a certain extent, has a superior geographical location, a large passenger flow and a good shopping environment, and occupies the main market of middle and high-grade furniture in Nanning. There are solid wood, rattan, cloth, metal and other types of furniture, furniture brands are different. The advantages of the same type of furniture can not be better highlighted, and the service attitude is the main determinant of its sales. For example, Beijing ARIS, which specializes in sofas, soft beds and mattresses, has made such a service commitment: 1, and the standard size can be returned within 7 days from the date of signing the bill; 2. Free on-site survey and design (urban area); 3, reply within 8 hours of working hours, 24 hours on-site service; 4. Cushion sponge and mattress spring are guaranteed for 20 years; 5. The wooden frame is guaranteed for life, and the product is disassembled for life. Such high-quality official service has enhanced the product image, won the favor of customers, and the business is better than other stores.

The price of household furniture such as fragrant wood, pine, cherry wood and eucalyptus in the store is concentrated at 2000-6000 yuan, while the sales price of relatively low-priced hardware furniture and rattan furniture is generally concentrated at around 2000 yuan. High-grade royal furniture, the soul of wood, the supreme series of mahogany, etc. Mainly used for home and office, the price is concentrated between 8000-50000 yuan. Take the upscale route, you can see mahogany sofas, dining tables, wooden beds, nave and other furniture in the exhibition hall. More liberal, qing-style furniture. Elegant and noble, solemn and gorgeous, take the high-end route. This indirect sales method separates production from sales, many brands enter through logistics, and the logistics cost is high, and the competition among many brands is fierce. The price war between the same grades is not good for sellers. Rent, property fees, etc. Diluted profits to some extent.

These consumers include managers of enterprises and institutions, as well as urban "Bai Gujing" (white-collar workers, backbones and elites). They have a successful career, independent thinking and obvious personality pursuit. Pay more attention to the cost performance, design style, material and brand positioning of furniture. Near the Spring Festival, there are many customers driving high-end cars.

Federation, Red Apple, Di Xin, Dynasty, good fortune, etc. As the main consumers of this kind of high-end furniture, many rich people pay more attention to the taste and popularity of furniture when purchasing furniture.

Through investigation, it is found that in Nanning furniture market, the low-end market is mainly monopolized by local enterprises, and many brands in the high-end furniture market are in melee and the competition is fierce. Among them, solid wood furniture occupies the main market, which can be roughly divided into three categories: table furniture, bed furniture and cabinet furniture, among which bed furniture occupies a large market and is profitable, and its price ranges from 100 yuan to 1 10,000 yuan. Due to the influence of residents' income, hobbies and other factors, different grades of furniture have their own specific consumer groups, which share food from the same market.

Summary and Suggestions on Furniture in Li Xing;

From the perspective of the whole market, the overall supply and demand have been saturated, and the competition has also entered a white-hot state. However, through careful analysis and study of the actual situation in Li Xing, we can still find opportunities for profit.

First, in the low-priced market, it is basically monopolized by localized enterprises. Because of their own advantages, they are more likely to occupy the local market. However, with the continuous improvement of people's living standards, the most likely market in this market in the future can only be the supply of general catering and other consumer industries, and will eventually be eliminated by home furniture. Therefore, this piece is the secondary focus of producing high-end home office products.

Second, from the perspective of competitive brands, Li Xing's current competitors should be brands such as Dynasty and Hengxin. The important magic weapon to seize the market is the brand, and expand the influence of the brand as much as possible, so as to stand out from the competition. Facing the serious duplication of product image in the market, we should consider the promotion of product image while determining product positioning. For example, in order to cater to the style of some rich people who pursue high taste, we can consider designing antique patterns or palace series to show Li Xing's distinctive high-end route and make its own style. Not selling furniture, but selling a culture.

Thirdly, the competition of furniture brands with different grades and different positioning will increase sales by reducing prices or discounts on special holidays, which leads many customers to choose to buy furniture on holidays, thus affecting the usual sales of furniture. It can be seen that there is a big gap in the furniture market at ordinary times, and sales can be expanded by increasing daily sales. For example, if you buy a bed on a holiday, you can send a simple bedside table, but you don't send it at ordinary times, and the price remains unchanged. Instead of grabbing the market with a vicious price war. This gives people a sense of accurate price positioning and excellent brand. Establish the position of brand in the eyes of customers.

Fourth, at the same time, in the face of decentralized management of the furniture market, we can try to take the road of chain operation, learn from the models of chain supermarkets such as KFC and Wal-Mart, carry out large-scale operation, launch a complete set of furniture supply lines in areas with great consumption potential, and set up our own franchise stores. For example, in the field of home furniture, it is necessary to consider whether customers need desks and TV cabinets when buying sofas. Improve the types of furniture and strive to achieve the effect of "one-stop shopping". At the same time, it is also important to strengthen after-sales service and maintain the return rate.