Dongguan furniture industry will take an important step towards the two ends of the smile curve. The first-phase project of the Famous Furniture World Expo Park, which mainly consists of the Famous Furniture Headquarters Building and the New Famous Furniture Exhibition Hall, will be formally started in the near future. The project will strengthen the R & D design and brand marketing chains at both ends of the smile curve of the Dongguan furniture industry, and build furniture, headquarters and headquarters in Dongguan and even China by gathering headquarters in the marketing and R & D of furniture companies.
Build "Furniture Headquarters Base"
The Famous Furniture Expo Project is a new project prepared by the Famous Furniture Exhibition Organizing Committee for many years. It is integrated with the existing exhibition hall of Guangdong Modern International Exhibition Center, with a total area of ​​about 1 million square meters. In 2012, the first phase of 300,000 square meters will be put into use.
The new furniture exhibition hall will cooperate with the existing exhibition hall, integrate regular exhibition and perennial brand display functions, open all year round, and will usually serve as a base for furniture wholesale procurement, circulation and distribution; while the furniture headquarters building will be built as a furniture headquarters base, undertaking The functions of office centers for brand furniture companies such as marketing, procurement, R & D, design and service.
In addition to introducing well-known furniture brands from Dongguan and other parts of the country to the headquarters, the headquarters building will also introduce professional design, research and development, brand marketing and other institutions, as well as representative furniture brands overseas.
Yu Xuhui, deputy secretary general of Dongguan Famous Furniture Club, told reporters that at present, there are already dozens of international brands coveting China's domestic market, including internationally renowned fashion brands Vera Wang, Rowe, Cindy Crawford Style, Wamsutta, etc. A model store opened near the park, waiting for the official move to the Famous Furniture Expo in 2012.
The furniture industry enters the high end of the industry chain
Furniture companies in Dongguan are more dispersed. Factory manufacturing and corporate headquarters are often together, which brings great inconvenience to the shaping and marketing of furniture brand images.
In this regard, Yu Xuhui was deeply touched. During each famous furniture exhibition, some overseas buyers rushed to enterprises distributed in various towns in order to choose Dongguan furniture, which made them feel inefficient; on the other hand, the scattered furniture company headquarters In different towns and industrial areas, the information channels are single and the frequency of information exchange is not high, which often makes furniture companies lose some business opportunities.
With the transformation and upgrading of Dongguan furniture from OEM to brand marketing, the pattern of furniture production and headquarters concentration urgently needs to be changed. And this exactly coincides with the plan of Novartis Furniture Co., Ltd. Chairman Wang Yaming said that the industrial environment of Dongguan is changing, and they are considering transferring the factory production base to Hunan and other provinces, while leaving the marketing headquarters in Dongguan and The logistics center forms a core dispatch area.
Zhao Jiayao, President of City Window Furniture Group, believes that just as Hong Kong furniture was transferred to Dongguan in the past, in the future, the production link of Dongguan furniture will also be separated from R & D and marketing links and transferred to mainland provinces. Therefore, Dongguan furniture industry must High-end development. The investment in the construction of the Famous Furniture Expo Park project is also an important part of strengthening the high-end industrial chain of furniture companies.
Yu Xuhui said that from another point of view, Dongguan's brand furniture headquarters are concentrated together to form a brand agglomeration, unified promotion, and group attack. The "geometric multiplication effect" of this brand promotion is also a beneficial to Dongguan furniture to form a collective brand. explore.
R & D design
Smile curve: A curve of a smiling mouth shape, the middle of the curve is manufacturing, the left is R & D, and the right is marketing. In the industrial chain, the added value is more reflected in both ends, design and sales, and the manufacturing added value in the middle link is the lowest.
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