Brand Experience Marketing Strategy Study furniture3860.doc

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1、Brand Experience Marketing Strategy Study furniturePaper 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 SWO

2、T (strengths, weaknesses, opportunities, challenges) analysis, come to my wood furniture the lack of competitiveness in international brands, especially international marketing, weak conclusions. Experiential MarketingMarketing as a new marketing strategy in line with the new experience economy char

3、acteristics of the times, the future direction of international marketing. With well-known international furniture brands - Swedens IKEA, for example, combined with the brand constitutes one of the three main areas - the consumers experience and feelings, from the perspective of experiential marketi

4、ng to explore ways to promote Chinas wooden furniture brands international, proposed to enhance Chinas 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 hug

5、e space, at present, China has become the worlds 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 indu

6、stry, 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 a

7、re four characteristics: small, chaotic, scattered, low. China has more than 50000 furniture industry, but without a business market share of more than 1%. As peoples living standards, consumer demand patterns are changing. Produced in foreign countries, a new consumer demand - experience requiremen

8、ts, 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 wor

9、ld 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

10、trade growth. According to Light Research Center, along with the rapid growth of world GDP, in 2006 the worlds 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

11、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 worlds output. Major items of furniture the worlds top five largest

12、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 bi

13、llion euros internal. Asian exports about 250 billion U.S. dollars. Chinas exports to about 200 billion U.S. dollars. 2. The worlds consumption of wood furniture While the other authoritative data show that the worlds wooden furniture, mainly by developed countries, consumption, per capita consumpti

14、on in North America, the worlds 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 worlds furniture

15、 production. The worlds population accounted for only 4.3%. China has accounted for 20% of the worlds population, furniture consumption amounted to only 23.3 billion U.S. dollars, accounting for only 11.8% of the worlds furniture production. Table Table 1-1 1997 to 2007 billion U.S. dollars of inter

16、national furniture trade Source: http / /: www.777fcom/pub/ 3. The worlds 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

17、 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

18、 (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

19、 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

20、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

21、 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

22、products prices will not increase significantly. (B) Chinas wooden furniture, the status of international trade From the customs statistics show that in 2004 Chinas export of wood furniture for 129 million, by 2005, reaching 149 million, an increase of up to 16%. To 2006, despite a number of develop

23、ed countries in Europe and the United States the international community on Chinas 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

24、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 Chinas furniture export trend of resistance on the brief. The year 2006, Chinas exports of wood furniture has reached 173 million, with exp

25、orts 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 Chinas traditional wooden furniture industry in the new era has also made tremendous progress. But if we put two of

26、 Chinas furniture exports to be a comparison of the average unit price, it will regret the discovery of the past two years Chinas 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 c

27、ountries, 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

28、 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 Chinas furniture imports and exports situation and comparative table

29、 with the same period in 2005 Source: State Customs data for 2006 Last year, Chinas 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 Chinas e

30、xports 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 years rate of increase of imports of wood furniture exports are far greater than the

31、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

32、of imports look at last years 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 situ

33、ation, with the exception of Chinas wooden furniture exports is based primarily on the establishment of a prominent low-cost, low price, there is a more powerful ills lies in Chinas wooden furniture have failed to form a long-standing in the international market well-known brands team, what we lack

34、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, Chinas furniture exports are OEM style of production activities is a Made

35、in China, not Created in China and Chinese brands. Last year, export of wooden furniture in our country has increased greatly, in contrast, Chinas exports to international markets for wood furniture, has slowed growth. This at least shows such a question: wood furniture, both in domestic demand in C

36、hina or in foreign markets, the area of high-grade furniture, lack of capital and competitiveness. 2, wood furniture brands international trade SWOT Analysis (1) Chinas wooden furniture brand advantages of international trade analysis 1. Labor costs and land resources, the relative advantage of low

37、From the furniture industry wages of workers in the absolute terms, Chinas 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 rati

38、o, Chinas 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, Chinas furniture manufacturing has a long history, with more skilled labor force, Chinas labor time system is also relatively

39、flexible labor utilization low cost. Chinas 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, Sha

40、ndong 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

41、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 dist

42、ributors of raw materials to establish a good partnership, forming an external scale advantages. (B) Chinas wooden furniture brands and Disadvantages of International Trade 1. Industry, a serious shortage of raw material resources Chinas per capita forest resources are scarce, is now the worlds larg

43、est importer of industrial timber, the State Forestry Administration released data shows that Chinas 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 cub

44、ic meters of 1.42 to 2006 5 billion cubic meters, Russia and other countries of the log export restrictions would allow the security of Chinas wooden furniture industry is threatened. 2. Labor costs and rising transportation costs January 2008 1, granted the Labor Contract Law the implementation of

45、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 o

46、f scale Chinas 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. Americas largest furniture manufacturer annual turnover of 2.7 billion U.S. dollars, IKEA furniture, with annual

47、 sales of 94 billion U.S. dollars. In contrast, Chinas 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