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The 11th Chengdu Furniture Fair will kick off on July 3, and the participating companies are also preparing for the battle to win a beautiful battle! Entering June, enterprises are racing against time, and the work has entered the implementation level from the previous packaging planning. At that time, SouFun.com will also make a strong attack, tracking the event throughout the event. So, what are the characteristics of Chengdu Furniture Fair that has developed so far compared with other domestic furniture fairs? How should the furniture industry maximize the exhibition mode and achieve the greatest economic effect? Recently, the reporter had the opportunity to interview Mr. Zhang Jianian, general manager of Shenzhen Coordinate Design, and had an in-depth exchange on this issue.
Soufang Furniture: Looking at the current domestic furniture exhibitions, there are three major furniture exhibitions in Guangdong, Shanghai China International Furniture Exhibition, Chengdu Furniture Exhibition, and the new Suzhou Furniture Exhibition. What about the development of the four major exhibitions?
Zhang Jianian: China's furniture industry has been developing for the past 30 years and has formed four major furniture exhibitions. The first major exhibition is the joint exhibition of three places in Guangdong, and the furniture exhibitions of three places in Shenzhen, Guangzhou and Dongguan will be launched at the same time. Nearly 500,000 square meters large exhibition area, the Pearl River Delta and the country's most influential exhibitions, but also the furniture manufacturers, distributors, buyers at home and abroad "exhibition will compete inch" high ground. Over the years, the three major exhibitions have formed some kind of tacit agreement or resource sharing in the competition with each other. Together, they have grown and strengthened the local furniture exhibition market. The size, scale and grade of each exhibition have been significantly improved.
The second largest exhibition is China International Furniture Fair in Shanghai. It was founded in 1993. After 16 years of development, it has become a prestigious international furniture feast in the industry. Exhibition area of nearly 100,000 square meters, opened in September each year to show the exhibits cover the major areas of the furniture industry in Shanghai, China.
The third exhibition in Chengdu Furniture Fair has been successfully held the tenth exhibition, the last done very well, increased to 80,000 square meters of exhibition area, visitors have hit a combined turnover decade most.
The fourth exhibition Suzhou Furniture Fair, in June last year after the first exhibition area of 80,000 square meters, successfully courting, the second session is also held as scheduled, a lot of friends have flown to Suzhou to see the exhibition.
Soufang Home: At the beginning of this year, the Sichuan Furniture Import and Export Chamber of Commerce organized a group of 100 people to visit the Milan Furniture Fair. What are the extraordinary things about international furniture fairs that fascinate us? In other words, what are their strengths that we can learn from?
Zhang Jianian: In recent years, I have visited the Milan Exhibition in Italy every year. Compared with China Furniture Fair, the most important thing is the different expressions. Exhibitors at the Milan show mainly display product designs to express the individuality of the products and focus on displaying the image of a single product. China is mainly based on the marketing system, showing the market terminal, the overall home concept and the overall brand image.
The difference is that the development of Italian furniture has a history of 70 years, and the entire development system has been very mature, while the development of Chinese furniture is only 30 years, and it is still in the initial stage of industrial development, and it needs to establish a brand. But we can learn from their brand concepts and product personality performance patterns.
Soufun.com: Teacher Zhang, what effect does the show economy have on the development of the furniture industry? How can the furniture industry maximize the effect of the exhibition and obtain the maximum economic benefits?
Zhang Jianian: The development of Chinese furniture cannot be held without a meeting. The rise and development of China's furniture industry complements and promotes the exhibition economy. The exhibition is a stage for companies to display their brands and one of the most important methods in industry marketing. Distributors can learn about furniture products, brands , brand connotations and marketing systems through this platform ; furniture companies can also seek out excellent partners.
Specifically, it is mainly reflected in three aspects: first, the exhibition increases the communication and cooperation of enterprises, builds a complete industrial chain between buyers and suppliers, realizes information communication and sharing, and thus realizes the Develop together. Second, the exhibition is a concentrated expression of the services of an industry organization. The organizer brings together many advantageous enterprises and well-known brands in the furniture industry through the exhibition. This effective service has guided the development of furniture enterprises. Third, the exhibition reflects the best combination of market and industry. Enterprises need to face the most customers, and customers need to meet many manufacturers. The core role of the exhibition is to open up markets for enterprises. This function will be played well and the exhibition will become more and more attractive.
As for how to maximize the exhibition effect? I personally think that different brands, different marketing models, different product lines, and different brand connotations have different effects. First of all, an enterprise must influence the market by building its product system and brand in place according to its own brand's marketing system and product concept. The second is that the organizer should make the exhibition more professional, market-oriented, standardized, and branded, improve the surrounding supporting facilities, and promote regional economic development. Finally, the exhibitor should clarify the purpose of the exhibition and perfectly display the company's products and brand.
To give an example, some exhibitors are not uniform in the process and purpose of the exhibition, and the construction model is lacking, and the professionalism is not in place. It consumes funds but has not achieved the expected results. There are many factors influencing the success of the exhibition, including products (original? High-quality, etc.), exhibition hall design (new and unique? Does it reflect product connotation, etc.), working ability of the exhibition (whether team building is in place? Have the staff done Exhibition training, etc.). I suggest that exhibitors, especially those with insufficient experience, should find professional design companies to do exhibition planning and design to save time and do more exhibition preparations.
Soufang Home: Teacher Zhang, what does the Chengdu Furniture Fair look like in your eyes? How do you view the impact of Chengdu Furniture Fair on the industry?
Zhang Jianian: After 10 years of rapid development, Chengdu Furniture Fair achieved glorious achievements last year and successfully entered the forefront of China Furniture Fair. Its influence and appeal are increasing day by day. Now it is also a benchmark exhibition of China Furniture Fair. . Since its establishment in 2000 , it has successfully led the Chengdu furniture industry to complete the first stage of industry development. The overall concept of the exhibition has been synchronized with domestic well-known furniture exhibitions. The design of the two companies such as Quanyou and Mingzhu has been It can be said to be a first-class design.
The Chengdu sector focuses on marketing and has been intensively reflected in the exhibition, so companies have done a lot of marketing concepts at each exhibition. For example, last year's exhibition, the biggest feature was the " star party " , like a golden rooster and hundreds of flowers awards - Wang Han, Chen Baoguo, Zhang Guoli, Jiang Guojun ... appeared in the furniture exhibition. There were almost a dozen companies that invited celebrities to make endorsements last year, and I expect at least five more will continue to invite celebrity endorsements this year .
Chengdu Furniture Fair has experienced 10 years of development, but it is still in its infancy in the long history of industrial development. The market competition and industry are constantly upgrading. According to the market law of " survival of the fittest " , a group of inferior enterprises will be eliminated, so they can continue to survive Of companies are those that have stood the test of the market. Chengdu Furniture is also developing rapidly. For example, last year, it was unable to satisfy all the Chengdu enterprises participating in the exhibition. It can be seen that in the future development, the prospect of Chengdu Furniture Fair as a platform is very good, and Chengdu Furniture will become more and more powerful. We also hope that China can produce an international influence furniture exhibition that can match the Inter Milan Exhibition and the High Point Exhibition. To make China Furniture Fair a worldwide furniture event.
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