Several forces that could disrupt the furniture industry

Competition in business has always been alternating, with few companies enduring it. The change of consumer demand, so that the new Internet technology can be developed, so that younger and more able to match the new consumer groups of entrepreneurial groups gradually to the front desk, the market pattern has also changed.

 There are three types of companies are more likely to become subversive of the industry, the first is the head of the household industry, they have become a brand with end-consumer cognition, have financial strength, have through the long-term precipitation of the product process and business operation ability. These enterprises will continue to expand and grab market share from the regional dimension and category dimension. In particular, this type of enterprise specifically refers to the top three enterprises in the industry, because any category beyond the third, consumers are difficult to pay for brand awareness, can only pay for good products and good services.

 The second power is high-frequency consumption of platform-based enterprises, such as Xiaomi. The essential problem of low-frequency products to consumers is the difficulty of trust and slow decision-making, and the difficulty of information asymmetry decision-making is the biggest pain point of home clothing consumption. If you've consumed a high-impact brand like millet, and you' ve had a better experience, when it comes to other cost-effectively linked products, you'll have a preference for a trust platform. This is also one of the reasons why Xiaomi is so hot, Xiaomi is no longer equal to mobile phones.

 It is worth noting that JingDong and Tmall are also likely to come from products like Xiaomi, because the core function of the brand is trust building. In the context of the new consumption relationship, the marketing theory of "positioning ", which has been applied for decades, is likely to fail, and the trust relationship between brand and consumer can no longer be defined and communicated by just one product, one advertisement, one picture, one function.

  The third force is the "barbarians" with strong Internet thinking, who may not come from the industry, have no vested interest in the industry, and will set destructive new industry rules according to the pain points of the industry. They have the technological advantage to build new links to the industry through technology. This influence may be greater than the two, the first two have more or less vested interests and inertia thinking, can produce an addition effect, and the third because of the completely unfettered change of rules, resulting in a multiplication effect.