Brand Experience Marketing Strategy Study furniture3860.doc

Brand Experience Marketing Strategy Study furniture        Paper Keywords: Brand Experience Marketing Furniture         Abstract: To understand the situation of the world furniture market, furniture consumption and trends, as well as my wood furniture in the international trade situation, on this basis, after a SWOT (strengths, weaknesses, opportunities, challenges) analysis, come to my wood furniture the lack of competitiveness in international brands, especially international marketing, weak conclusions. Experiential Marketing">Marketing as a new marketing strategy in line with the new experience economy characteristics of the times, the future direction of international marketing. With well-known international furniture brands - Sweden's IKEA, for example, combined with the brand constitutes one of the three main areas - the consumer's experience and feelings, from the perspective of experiential marketing to explore ways to promote China's wooden furniture brands international, proposed to enhance China's wooden furniture, an international brand competitiveness, marketing mix strategy.         Preface         In recent years, the continued growth of the real estate industry to the growth of domestic industry, a huge space, at present, China has become the world's fastest growing home products, building materials producing countries and consuming power. Home is a cover a wide range of industries, including furniture, paint, flooring, ceramics, household appliances, lighting, cloth and so on. The burgeoning industry, the most direct reason is that high-growth real estate industry, home industry, ushered in unprecedented opportunities for development.         Although the household sector is a feast but which are still hidden worries. To the furniture industry, for example, the furniture industry at present there are four characteristics: small, chaotic, scattered, low. China has more than 50000 furniture industry, but without a business market share of more than 1%.         As people's living standards, consumer demand patterns are changing. Produced in foreign countries, a new consumer demand - experience requirements, experience requirements are leading more and more companies concerned about it for the enterprise to create new marketing opportunities is the future of international marketing companies a huge potential new area.         1, wood furniture, the status of international trade         (A) wood furniture in the world market situation         1. The world furniture market         Statistics show that over the past 10 years, since the main furniture market rising degree of openness, the world furniture industry showed rapid growth trend. On the whole, the growth rate is higher than the production of furniture in international trade growth. According to Light Research Center, along with the rapid growth of world GDP, in 2006 the world's furniture industry trade volume reached 86 billion U.S. dollars, an increase of about 7.5%. 1 of the world furniture industry output value of about 250 billion U.S. dollars, of which seven major industrial countries accounted for 56%, according to the order of successively as follows: United States, Italy, Germany, Japan, Britain, Canada and France. Furniture production in developed countries accounted for 73% of the world's output. Major items of furniture the world's top five largest importing countries are: United States, Germany, Britain, France and Japan. Top 5 largest export countries are: China, Italy, Germany, Poland and Canada. Press 'Island' division, the first in Europe, the second in Asia. 2006 European exports about 350 million euros, of which the EU-25 exports of 25 billion euros internal. Asian exports about 250 billion U.S. dollars. China's exports to about 200 billion U.S. dollars.         2. The world's consumption of wood furniture         While the other authoritative data show that the world's wooden furniture, mainly by developed countries, consumption, per capita consumption in North America, the world's average consumption is usually 6 to 7 times, in Europe 2 3 times lower than in other parts of the world per capita consumption average. For example, the U.S. furniture 75 billion U.S. dollars the amount of annual consumption, accounting for 38% of the world's furniture production. The world's population accounted for only 4.3%. China has accounted for 20% of the world's population, furniture consumption amounted to only 23.3 billion U.S. dollars, accounting for only 11.8% of the world's furniture production. Table   Table 1-1 1997 to 2007 billion U.S. dollars of international furniture trade                      Source: http / /: www.777fcom/pub/         3. The world's wood furniture market trends         The United Nations Commission on Trade and Development published in 2007 Trade and Development reported that in 2007 the world economy remains relatively high growth, global GDP is expected to grow by 3.4%. A general rise in GDP will also be promoting a certain extent, the global demand for furniture. In 2007, eight European countries (Bulgaria, Estonia, Ireland, Latvia, Lithuania, Poland, Romania and Sloek), three Eastern European countries (Turkey, Russia and Ukraine), seven Asian countries (China, India, Indonesia, Malaysia , the Philippines, Singapore and Viet Nam), 5 in the Middle East and African countries (Egypt, Israel, Kuwait, United Arab Emirates and South Africa) and two South American countries (Argentina and Chile), the furniture is expected to grow by 3% of demand expected in the future also will continue to maintain steady growth. According to FAO projections to 2010, the global industrial wood production and consumption will reach 1.872 billion m3. Early in the 21st century, the global timber market will show the following development trends: the global industrial market continues to wood logs was slow growth; plantations to provide timber is expected to increase in future wood supply, the largest proportion; of tropical timber in the global timber market share will be significantly reduced; pulp, paper and cardboard, plywood, high value-added products in the global trade in forest products will be given priority in development; forestry development in industrial production and trade imbalances will continue to exist; some countries will continue to rely on the international market to meet the domestic demand for forest products; in 2010, mainly forest products prices will not increase significantly.         (B) China's wooden furniture, the status of international trade         From the customs statistics show that in 2004 China's export of wood furniture for 129 million, by 2005, reaching 149 million, an increase of up to 16%. To 2006, despite a number of developed countries in Europe and the United States the international community on China's furniture exports 'anti-dumping' and intellectual property rights infringement lawsuit after another, the domestic export tax rebate rate of the second half of the country have reduced the export of furniture and so on is obviously not conducive to a policy introduced, but all these internal and external In the factors together, seem to have failed to constitute the essence of China's furniture export trend of resistance on the brief. The year 2006, China's exports of wood furniture has reached 173 million, with exports of 87 billion U.S. dollars, accounting for 50% of the total furniture exports. Per pound in 2005 is still an increase of 16%. 2 a large number of wooden furniture exports, marking China's traditional wooden furniture industry in the new era has also made tremendous progress. But if we put two of China's furniture exports to be a comparison of the average unit price, it will regret the discovery of the past two years China's wood furniture in the international market share of top hard earned, in fact, is only a surface glory. Because we are competing with the furniture industry in developed countries, relying on only a low-cost labor and land costs, and competitive field, but also limited to middle and low furniture market. Raw materials, mainly from abroad, exports destination is still abroad, in such 'of large-scale' operation around us, we make to achieve was only just in the middle of the processing costs, while most of the profit was owned property of foreign brands, and international dealers away. Such a comparison, the data provided from the State Customs will be able to clear the table. Table 1-2 in 2006 of China's furniture imports and exports situation and comparative table with the same period in 2005         Source: State Customs data for 2006         Last year, China's import and export of wooden furniture from the quantity and value of the amount, as well as comparing the situation in 2005 over the same period, we can clearly find the following questions:         First, last year China's exports of wood furniture, 173.27 million, while imports were only 1.059 million, exports than imports substantially above the 172.211 million; value is higher than the amount of 566,055.9 U.S. dollars.         Second, last year's rate of increase of imports of wood furniture exports are far greater than the rate of increase. An increase in the number of the former and 45%, with almost half of the value of the amount of money raised 31.9%, while the latter number increased by only 16%, the value of the amount of the increase of 24%.         Third, furniture imports and exports last year, the average unit price of imports look at last year's price level lower than in 2005, but imports still higher than the exports of furniture, each piece of furniture each piece to 52.43 U.S. dollars more expensive. Import and export of furniture unit of the gap, even such a disparity.         The main reason causing the above situation, with the exception of China's wooden furniture exports is based primarily on the establishment of a prominent low-cost, low price, there is a more powerful ills lies in China's wooden furniture have failed to form a long-standing in the international market well-known brands team, what we lack is their own intellectual property. Our wooden furniture into the international market, to borrow the well-known international furniture brands and mature international furniture manufacturers and its sales channels. Overall, China's furniture exports are 'OEM' style of production activities is a 'Made in China', not 'Created in China' and 'Chinese brands'. Last year, export of wooden furniture in our country has increased greatly, in contrast, China's exports to international markets for wood furniture, has slowed growth. This at least shows such a question: wood furniture, both in domestic demand in China or in foreign markets, the area of high-grade furniture, lack of capital and competitiveness.         2, wood furniture brands international trade SWOT Analysis         (1) China's wooden furniture brand advantages of international trade analysis         1. Labor costs and land resources, the relative advantage of low         From the furniture industry wages of workers in the absolute terms, China's furniture, basic wage of workers is 4 yuan / hour, while the United States and Europe the furniture industry workers in the basic wage is 12 U.S. dollars / hour, 3 Even with Russia, Brazil and other countries relative to ratio, China's labor cost still has a great advantage, in 2005 the average monthly Russian salary of 286 dollars, 250 U.S. dollars in Brazil, China 145 U.S. dollars. In addition, China's furniture manufacturing has a long history, with more skilled labor force, China's labor time system is also relatively flexible labor utilization low cost. China's land rent, investment costs are relatively low in China, the cost of the construction of a furniture factory in the United States less than 60%.         2. Wood furniture industry cluster advantages         2007 National 114 wood furniture enterprises in Guangdong 25, Shandong has 14, Guangxi, there are 10 at present, east, south and central wood furniture industry cluster phenomenon is more obvious: in Zhejiang, Jiangsu, Shandong, eastern China as the center of the wood furniture industry district wooden furniture industry 33; to Guangdong, Guangxi, south China as the center of the wood furniture industry district 36; in Henan, Hunan, Hubei, central China as the center, 19 4 homes. Industrial clusters helps reduce transaction costs and reduce technology development costs; benefit the value chain specialization; help with upstream suppliers and downstream distributors of raw materials to establish a good partnership, forming an external scale advantages.         (B) China's wooden furniture brands and Disadvantages of International Trade         1. Industry, a serious shortage of raw material resources         China's per capita forest resources are scarce, is now the world's largest importer of industrial timber, the State Forestry Administration released data shows that China's timber supply and demand gap in 2015 will reach about 200 million cubic meters of wood furniture for the long-term dependence on imported raw materials, timber imports from 1990 years, 40 million cubic meters of 1.42 to 2006 5 billion cubic meters, Russia and other countries of the log export restrictions would allow the security of China's wooden furniture industry is threatened.         2. Labor costs and rising transportation costs         January 2008 1, granted the 'Labor Contract Law' the implementation of the means that labor costs will increase, which is a meager return the furniture industry, the situation is very serious. Meanwhile, international oil prices, increasing transportation costs of raw materials and manufactured goods.         3. Wood furniture manufacturing enterprises, the lack of economies of scale         China's furniture manufacturers have more than 50000, of which 90% are private enterprises and SMEs, most of the annual output value of only a few hundred million thousand million. America's largest furniture manufacturer annual turnover of 2.7 billion U.S. dollars, IKEA furniture, with annual sales of 94 billion U.S. dollars. In contrast, China's scale advantages are the lack of furniture, the industry with low barriers to entry, blind development of small enterprises, repeated construction, hardware facilities are backward, export disorderly competition, lower prices with each other is serious.         4. Export products are not high grade and low added value         Furniture design talent and a lack of independent brands. Wooden furniture manufacturing in China a long time too muc