Zhu Changling, chairman of the China Furniture Association, analyzed the core competitiveness of the China Furniture Fair. First of all, China is a big manufacturing country, and the rapid development of the furniture industry has formed a strong production capacity. Second, with the transfer of the furniture industry, foreign markets have a certain dependence on China, and the proportion of Chinese furniture products in foreign markets. Greatly; once again, established a strong channel with foreign businessmen; in the end, Zhu Changling pointed out that domestic enterprises and foreign exhibitors rushed to participate in the exhibition, forming a good embodiment in the industry.
However, from this autumn exhibition, "a bit cold" seems to be the most widely expressed word. The industry's entry into the adjustment period is one reason. The more important reason is that the homogenization of the exhibition is particularly serious, and the lack of its own positioning has lost its competitiveness. At the end of 2011, a friend of the author wanted to enter the spring exhibition in Dongguan, and the trustee could not ask for it. Who knows that when the autumn exhibition, the situation has reversed, many well-known enterprises in the industry announced that they will not participate in Dongguan. The participating companies are also trying to shrink their investment. The various popular models, props and tricks that are common in the exhibition can be reduced. What makes the curator even more chilling is the flow of people. Whether it is the Dongguan Exhibition or the Guangzhou Exhibition, the next day, the visitors who have been in the past are not seen, and finally they are closed. The first time in the Kawah Hotel in Houjie is no longer so tight, parking is no longer so difficult!
Correspondingly, the Shanghai Exhibition attracted a large number of sea and domestic and foreign buyers, and the enterprises that cherished their wealth in the Guangdong exhibition went to the Shanghai Exhibition and screamed loudly. The reason was that the Shanghai Exhibition made a difference and new ideas. American management guru Drucker said that "the only goal of the company is to create customers, so the company has only two basic functions - marketing and innovation." When the Chinese furniture industry Z_A is in full swing, the furniture exhibition should also be adjusted accordingly. How to better serve exhibitors and propose their own unique ideas will become a new proposition that furniture curators must think about. Furniture companies need to be positioned, and furniture fairs also need to be positioned. With the enrichment of investment means by furniture companies, the practice of seeking big and complete exhibitions in the past will gradually become obsolete, and the mode of attracting orders will gradually decline. The small and beautiful professional exhibitions that represent the release of industry trends and development standards will become the mainstream. The curatorial service needs to be front-end, and collecting and meeting the needs of the exhibition customers will become the key. As long as there is a passenger flow, there is no need to worry about not having a company to participate in the show!
The furniture exhibition has become one of the major exhibitions in China. The experience it has formed during the operation, the dealer's attention, the new marketing methods and the innovative design concept will make the furniture exhibition emit more lasting fragrance. A better tomorrow! At the same time, we must be soberly aware that the exhibition is only the starting point, not the end. The real future of the furniture industry is still the key to all practitioners from the establishment of furniture brands, products and services, so that more consumers can purchase the satisfactory furniture products as the starting point. The China Furniture Fair will continue to develop, and we look forward to the emergence of a Chinese furniture fair that truly rivals the Milan and Paris exhibitions in the birthplace of furniture!
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