Breaking the exhibition: the creative design of the furniture industry

In September 2014, the home industry staged three major battles: “Dongguan Famous Furniture Exhibition” and “Guangzhou Furniture Exhibition” as always, compared with the Guangzhou-based exhibition and domestic buyers. Dongguan Station, this year's Shanghai Exhibition is outstanding - the overseas legions have changed in terms of quantity and geographical distribution. In addition to the annual participation of European and other countries and regions, it also ushered in Korea, Brazil and Poland. group. At present, domestic exhibitions are still in the “four exhibitions” situation – China International Furniture (Shanghai) Exhibition (Shanghai Exhibition), International Famous Furniture (Dongguan) Exhibition (Master Exhibition), China Guangzhou International Furniture Expo (Guangzhou Exhibition) Shenzhen International Furniture Exhibition (Shenzhen Exhibition) is recognized as one of the four major furniture exhibitions in the domestic furniture industry. Both Guangzhou and Shanghai exhibitions are heavily exported. However, in view of the number exhibition, in the field of export, Shanghai Exhibition is the only one in China that can compete with several major furniture exhibitions in Guangdong. The flow of overseas buyers can also be equal to the Guangzhou exhibition. But for the 2014 China Furniture Fair, this year's topic is not to decide who is "a brother." Regardless of past and present life, the three major domestic furniture fairs are the leaders in the furniture exhibition industry. They have always been the trend leader in the furniture industry. But now, Guangzhou Autumn Exhibition will move to Shanghai in 2015, and it is followed by Shanghai. It has become a new capital of Chinese furniture; Dongguan Exhibition is facing a series of unstable factors brought about by industry changes. In the past, the furniture exhibition in Guangdong and Shanghai will go to where? The Dongguan Furniture Exhibition: the popularity is not as expected. As the largest and most influential exhibition in the three major furniture exhibitions, Dongguan Exhibition is also one of the most popular furniture exhibitions for domestic furniture people. . Because of the precipitation and accumulation over the years, Dongguan Exhibition has basically settled its form and scale, and it is by far the most well-regarded member of the three major exhibitions. However, even the boss, Dongguan Exhibition is facing challenges. Judging from the new highlight of Dongguan Exhibition, “Expo Park”, the “Expo Park” can be described as “a far-reaching” from the initial regular market development to the platform for displaying culture between countries. Integrating resources is a popular “efficient” development method, and the Dongguan Furniture Fair has accurately found the resources needed. But in the future development process, how to integrate these resources into the lifeline of development will become the key. In recent years, with the continuous changes in the industry, the traffic volume of Dongguan Autumn Furniture Fair has declined. Similar to other major domestic exhibitions, Dongguan Station can not be independent, and this furniture exhibition has continued this trend. However, the "No. 3 Hall" has always been known for its big names, and it is also the most intensive exhibition hall for dealers. Judging from this year's situation, although the flow of people has declined, it is still within the normal range, and the bustling scene remains. Therefore, in the comparison of Hall 3, the new hall "No. 9 Hall" is really deserted. After visiting the exhibition, the reporter found that Hall 9 seems to be independent as a “special zone”. Compared with the crowded halls next door, the necessity of its existence needs to be reconsidered, and the exhibitors at the site There is a similar view for Hall 9. An exhibitor from Shenzhen told reporters that he had planned to enter the Expo site. However, considering the cost of entering the station, Hall 3 was an important position for enterprises to participate in the exhibition. In the end, only Hall 3 was selected. “Actually, for merchants, hundreds or even thousands of square meters of storefronts, decoration, property fees, management fees, artificial hydropower... a few million investment a year, this is the current downturn in the industry, we The burden is still very heavy," the dealer said. Indeed, in terms of industry development trends, the realization of “integration of trade and trade” is not an easy process. In an interview, Minhua Holding Chairman Huang Minli said: "The customers facing the trade show are different. The exhibition is for dealers, mainly for industry people, and the trade activities are for ordinary consumers. These two are A completely different customer base, if you want to achieve a net through the two platforms, it is really very difficult." Aside from Hall No. 9, not to mention, many large-scale furniture stores in the surrounding cities of Dongguan also have the momentum of rising siege, so The positioning of the Dongguan Expo Expo and the actual consumption groups are also issues that the organizers need to consider. Whether the famous home Expo Park and Dongguan Famous Furniture Exhibition have made breakthroughs in the transformation of trade and exhibition integration, more needs to be considered. Compared with the Dongguan exhibition "exhibition of trade and integration", in recent years, in the face of the gradual decline of the attractiveness of the exhibition, Guangzhou Autumn Furniture Exhibition moved to Shanghai, is also considered to be looking for a new breakthrough. On-site Guangzhou Furniture Fair: Ending the work, it is difficult to call "perfect" Guangzhou Furniture Fair was founded in 1998, two times a year, has been held for 34 times, known as "brand first camp", "Asian Home Trading Center" "The barometer of the Chinese furniture industry" and other industry reputation. As early as the 2004 Guangzhou Furniture Fair moved to the Pazhou Complex, the exhibition area expanded to 130,000 square meters but it was still "a hard to find." However, the economic advantages of this exhibition have also gradually declined due to the changes of the times. As for the performance of the first day of the 34th Guangzhou Autumn Home Show, the popularity is far lower. Although the outdoor temperature is still 34 degrees Celsius, the open walkway of the pavilion still has a feeling of "fall". Even after 12 noon, the number of visitors has gradually increased, but there is still a big gap compared to the popularity of previous years. The crowds outside the pavilion are sparse. In comparison, some big brands are more popular. The reporter found that a large part of the exhibition is from overseas buyers. According to the laws of previous years, in the two Spring furniture exhibitions in Guangzhou, the autumn exhibitions are generally weaker in popularity than in spring. Due to the high season of gold, silver and silver, many furniture dealers have focused on market sales, and the level of attention to the exhibition is relatively low. This year's autumn show is even more prominent. During the few days of the show, there were not many people on the scene. However, some exhibitors told reporters that although the fall of the popularity of the autumn furniture exhibition is expected, this year's lack of popularity is also somewhat unexpected. Compared with the last large-scale exhibition, the Jianbo Fair in early July, the flow of people in the furniture fair in September can be described as dwarfed. However, whether it is deserted or lively, the Guangzhou Autumn Furniture Fair will leave the curtain after September 8. From next year, the furniture exhibition held in Guangzhou every September will be moved to the Shanghai Hongqiao Convention and Exhibition Center. The move to the capital is also the change that the organizers are seeking in the current decline in the attractiveness of the Guangzhou Autumn Furniture Fair. “The move to the capital is considered to be a step in the transformation of the Guangzhou Furniture Fair,” said an industry insider. According to the news released by the board of directors of Guangzhou Exhibition, it is said that the spring furniture exhibition in Guangzhou will be positioned as “Chunhua” in March, and the autumn furniture exhibition in Shanghai will be positioned as “Qiu Shi” in September next year. It is expected to form a north-south echo and Chunhua Qiushi. The layout of the China Furniture Fair. However, during the visit, the reporter also found that many companies are still waiting to see the Shanghai exhibition next year. Exhibitors of a certain brand believe that from a rational point of view, participation in the exhibition must be cost and input and output, and for the autumn exhibition in Shanghai, many companies may wait and see. Moreover, not all companies are willing to participate in Shanghai. For smaller companies, they are not willing to participate. On-site Shanghai Furniture Fair: Countering with “Design” and “Innovation” According to the reporter, this year's Shanghai Exhibition still focused on attracting audiences and dealers with original design, material upgrades and e-commerce channels. However, the exhibition area and exhibition scale of this Shanghai exhibition are the highest in the past years, and have not been affected by the industry's “chill”. It is reported that Shanghai Exhibition started in 1993 at the China International Furniture Fair. After 21 years of development, it has become a prestigious international furniture feast in the industry. At the same time, as a furniture exhibition after the American High Point Furniture Fair and the Milan Furniture Fair in Italy, it has also witnessed an important turning point in the transformation of Chinese furniture from manufacturing to creation. To a certain extent, the prototype of Shanghai Exhibition is a small exhibition of furniture. In the two years from 1993 to 1995, the exhibition area was only 3,000 square meters. There were only dozens of exhibitors and only a few thousand people. As an important development node, the third “China International Furniture Exhibition” held in 1997 reached a scale of 30,000 square meters, and the quality of exhibitors has also been greatly improved, including 50% of overseas exhibitors, which has become the development of the exhibition. An important turning point is a “watershed” in the Chinese furniture market “going out, please come in”. From the original design gallery to the design brand of 2 whole pavilions, 150 independent designers, 4 days and 1 night of designer activities, Shanghai Design's “Design Innovation” has penetrated every aspect of the progress, with exhibitors The huge lineup of the company, Shanghai Exhibition will trigger a design revolution in the industry every year. According to the organizer, as the finale of 20 years of Chinese furniture, the design highlights of Shanghai Exhibition will be more endless. For the “Design Hall” created in 2011, it is said that each year brings together the most active and original creative power of domestic furniture design. From the first half of the museum to the two pavilions this year, the organizers divided the design hall into two. The original design gallery and brand design pavilion attracted more designers and furniture people who are dedicated to the original furniture brand. Regarding “design” as the focus of the show, for the furniture fair, no matter who the organizer is, it means a huge breakthrough and challenge. "The development nodes and changes of "Shanghai Design" based on "design" not only change the direction of the exhibition according to market changes, but also foresee the direction of the market and change before the market changes. Because of this, today's China International Furniture The exhibition is different.” A furniture manufacturer who has been insisting on participating in the Shanghai exhibition for 15 years has evaluated the Shanghai exhibition. Industry observations From the development history of the exhibition, the initial form of existence is a publicity campaign to showcase products and technologies, expand channels, promote sales, and spread brands. Today, the show has evolved into a sophisticated marketing approach. With the decreasing number of visitors, the vision and reality that the furniture companies originally wanted to achieve the effect of attracting investment and expanding their influence have become farther and farther away. According to business statistics, among all the visitors who watched an exhibition, the effective target customer group only accounted for 10%. In addition to the direct “effects” such as the number of visitors and the number of orders, the enthusiasm for participation of enterprises is also decreasing – the reduction in booth area and number of exhibitors is proof. For the enterprise, the exhibition is more and more like a chicken rib, it is tasteless and it is a pity to abandon it. Despite this, many companies still choose to participate, and still use the exhibition as a window to build corporate brand awareness. For the early furniture exhibition, it was just a platform for investment, which contributed to the rapid occupation of market terminals by furniture companies. However, as time went by, big brands no longer need to attract investment through exhibitions, and their dependence gradually decreased. Shanghai Furniture Fair has entered the critical period of the 20th session and is moving from a corporate investment platform to leading the industry trend. Take Shanghai International Furniture Fair for overseas as an example. In the past, there were fewer and fewer import agents. Many exhibitors were mostly production-oriented enterprises, directly facing buyers, and produced and sold themselves. Many of them are mass-produced according to the design style mentioned in the foreign brand order, and they should listen to the suggestions of the designers of different countries. The reporter learned from the insiders that the change of the exhibition mode is because the export-oriented furniture enterprises that used to be OEM OEM models have turned to the domestic market. After becoming a domestic sales company, there are no small challenges. After all, the domestic sales and export business models and ecological environment. Not the same. "From the order-based external demand market to the domestic demand market, branding operation is the primary issue in the face of different sales targets. Although the exhibition has not been hot in previous years, it is still a shortcut to quickly make free brands go to the domestic market." The head of a private marketing department commented on this. Taking Shanghai Exhibition as an example, in addition to “design” and “internationalization”, it has also made other attempts to transform. For example, China International Furniture Exhibition, which is an important platform for world furniture trade, held the first e-commerce procurement ordering conference.

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