Red Star Macalline will set up Sichuan Guanchuan Army to look forward to taking off the "village" coat

Before the deadline for this article, SouFun reporter interviewed the person in charge of a surname Yan of the Red Star Meikailong Hangzhou Yifeng Store. He said that his “Sichuan Export Furniture Brand Pavilion” project is still in a state of confidentiality, and major brands are undergoing intense The renovation; the person in charge refused to disclose more details. Even so, many signs indicate that the Sichuan Army’s entry into the Red Star and its entry into the first-tier cities and high-end markets are already a matter of course.

In accordance with the Jiangsu-Zhejiang-Israel Regional Strategic Alliance Agreement signed by the Sichuan Chamber of Commerce for Import and Export of Furniture and the Red Star Macalline Group, in the future, all the new stores opened by Red Star Macalline in the Jiangsu, Zhejiang and Anhui regions will draw a certain proportion of the space for Sichuan furniture. “Sichuan Export Furniture Brand Pavilion”, and the old stores will also plan a certain area for the Sichuan furniture brand.

Rong Weiwei, secretary-general of the Sichuan Chamber of Commerce for Import and Export of Furniture, attaches great importance to this cooperation. He stressed: "The next decade will be a decade of Sichuan furniture taking off. Sichuan furniture is firmly grasping the second and third markets, but also gradually Develop a class of cities, develop high-end, low-carbon products, and pay more attention to quality."

Jiang Weiping, general manager of Hongxing Meikailong Jiangsu and Zhejiang District, said: "At present, the newly opened stores of Red Star Macalline in Zhejiang and other places will have coverage of Sichuan furniture brands. It will take a long time to have more storefronts in East China. Sichuan brand, let consumers know more about Sichuan brand, Sichuan quality, Sichuan service.” Jiang Weiping told SouFun.com that Red Star Macalline does not rule out the possibility of further cooperation with Sichuan furniture nationwide.

Su Xianhua, the deputy general manager of the pioneering furniture, is very optimistic about the marriage of Chuanpai furniture and Red Star Macalline. He affirmed the role of Red Star Macalline as a platform for Sichuan furniture to enter the primary market. However, he also pointed out that the road of Sichuan furniture to the primary market is very long. How to improve the product surface, optimize the network channel, and transform the coastal furniture into the concept of Sichuan furniture development in the way of the primary market operation. Is it possible for Sichuan furniture? The key to gaining a foothold in the primary market.

7 years to change the image: win respect from the second and third line markets

Seven years ago, Mingzhu International, the largest furniture store in Xi'an, invited Sichuan furniture to enter. Some coastal furniture brands heard that they collectively withdrew. "At that time, Sichuan furniture was plagiarized, with poor reputation and poor reputation. It also loved to fight price wars." Li Jihe, chairman of Mingzhu International, said, "It is seen as a face-lifting thing with Sichuan furniture."

A year ago, Li Jihe spent 3 billion yuan to build a "China original new city" in Xi'an, and allocated 52,000 square meters of "Sichuan Pavilion" to Sichuan Furniture. This time no one disagreed.

Today, Sichuan Furniture has entered into a cooperative relationship with the most well-known furniture chain stores in the country, and entering the first-line market is just around the corner.

Sichuan’s “rural encircling the city” strategy has undoubtedly been recognized by the industry. “Strategically, we have “sold in Shenzhen” and have lost to Chengdu enterprises.” Hou Kepeng, secretary-general of the Shenzhen Furniture Industry Association, said: “Because they have completed the layout of the national market five years ago.”

Jiang Weiping also believes that the scale, capital, management, production and other aspects of Sichuan furniture enterprises are not a problem. He said that Chuanpai furniture must go to the whole country and go global, and it is necessary to strengthen brand building.

Fortunately, Sichuan furniture has already seen this and tried to transform from a production-oriented company to a brand-based enterprise. In order to better meet the first-line market, Chuanpai Furniture is using its own methods to enhance its brand image and recognition. For example, after the famous singer Fei Xiang invited the famous singer Fei Xiang to endorse his brand image and succeeded, the “star celebrity endorsement” of Sichuan furniture industry was out of control – Zhang Tielin endorsed the double tiger furniture, Guo Donglin endorsed Jinhu furniture, and Zhang Weijian endorsed Sunshine Forest. Sen, Jiang Wenli endorsed Olya furniture, Wang Han endorsed Shuangfeng furniture, Zhang Guoli endorsed nine days of furniture, Li Jiaxin endorsed good scenery...

It remains to be seen whether the celebrity endorsement will work, but we have at least seen the determination of Sichuan furniture companies to build their brands.

Puzzle: How to take off the low-end, "village" coat

The Red Star Macalline project, led by the Sichuan Chamber of Commerce for Import and Export of Furniture, successfully opened the door for Sichuan furniture to enter the first-line and high-end markets. However, the thorns on the road also require the enterprises themselves to cut down on their own.

Zhang Jun, general manager of Sichuan Southern Furniture Co., Ltd. pointed out that there are more than 3,000 furniture companies in Sichuan, but the product style, material and technology homogenization are very high. “If you don’t put it in your own store, no one knows your own products. ". He believes that Chuanpai furniture companies lack systematic understanding of the current first-line market strategy. For the homogenization problem, some Chengdu enterprises have introduced foreign design agencies and foreign technical teams, such as experts from Shenzhen Furniture Research and Development Institute, to carry out product development, so that product design and quality can be improved.

Product problems are well solved, but people's understanding of Sichuan furniture stereotypes is difficult to change in a short time. Even Chengdu's flagship company, Mingzhu Furniture Group, completely abandoned the "Pearl Furniture" lineage when creating a new high-end brand. Regardless of brand image, manufacturing process, product design, marketing, it is very different from the original "Pearl Pearl", as if it has its own DNA. Pearl furniture is famous, but because it is too famous, to create a brand new brand, it must use a completely independent system, and strive to give people a new look. This kind of practice is undoubtedly starting from scratch and starting again.