The spring of the classical furniture industry is coming

On November 18th, 2011, Vanke Media Dongguan, the group's president Yu Liang said that the key word of the real estate industry in 2011 is “regulation”. In 2012, the whole industry will enter the winter. He revealed that Vanke has entered the "winter mode" at present, and maintaining sufficient cash will be more important than profit margin. In terms of development strategy, Vanke will also adopt "winter skills."

Almost the real estate industry boss throws out the "winter theory", while the art auction market is fully ushered in this autumn season, China Guardian (microblogging), Beijing Bohai, Beijing Yirong successively close, Yu Shi, Poly and Rong Several major auction companies, such as Baozhai, have appeared in turn, and it’s really your side to sing and let me play, so that the collectors are overwhelmed.

At the auction that has ended, although the famous paintings and paintings have been re-launched, in recent years, the "classical furniture" with stunning performances in major auctions has not been satisfactory. On the evening of November 12th and 13th, 2011, the total sales volume of the two games was RMB 230 million in the auction of “Jia Huang Wei Zi – Ming and Qing Classical Furniture”. It is reported that the night scene gathers the peak of today's furniture collection, has not yet opened, the flow of people will be surrounded by the auction hall, despite the popularity, the transaction rate of the two games is not ideal, respectively, 34% and 45%. Among them, "Qinglong Qianlong Red Sandalwood Carvings, Passion and Lotus Life" (115*125*75cm), although unexpectedly won the crown of the audience - with 57.5 million yuan. But a similar shape (127 * 137 * 95cm with pedals), in the 2010 Beijing Poly autumn auction, the transaction price is as high as 71.68 million yuan, from which you can see that this season's auction of classical furniture and furniture heavy equipment is slightly Tired.

Earlier, on the southeast autumn shoot on October 24th, the focus of the contemporary art and crafts section, the Agarwood special and the contemporary classical furniture, compared to the Shoushan stone plate in the same period, the performance was average, especially the contemporary classical The on-site auction atmosphere of the furniture special is not good. Two Hainan huanghuali flat head cases with the best shape, material, art and rhyme and Hainan huanghuali arhat bed with the axle loader are only sold at the starting price, according to the market conditions. The industry generally believes that undervaluation is more serious.

Although we can still see some strong performances of classical furniture from the high-end furniture represented by the "Qianlong rosewood carving Passionflower Qingshou throne", the performance of the classical furniture auction has undoubtedly been affected by the economic downturn. Factors such as the European debt crisis, the double cold in the domestic property market, and the uncertainty of inflation have inevitably affected the investment confidence of classical furniture collectors.

The lack of competitive power in the auction of classical furniture is also reflected in the classical furniture market.

The advantage of the industrial cluster formed under the Xianyou dam, this “no-wood, partial squat” but occupies 60% of the high-end commercial materials in the national mahogany market, the “classical craft furniture capital”, from the moment when the hair comes out, Has a considerable ability to withstand weakness. Seeking truth from facts, when the market is good, you don’t have to say that every merchant is making quick money. When the industry enters the stagnation period and the customer base is cautiously consuming, the impact on the industry circle is not great, or even Some influences, the industry's ability to repair itself is much higher than other industries. In 2008, Xianyou only took a little more than half a year to prove the crisis brought about by the financial turmoil. What's more, most of today's enterprises are driven by market expansion while being driven by market expansion. They feel the squeeze of peer expansion. These mahogany merchants have already consciously formed brand awareness and actively proactively promoted the company's sustainable development. Built on branding. These mahogany companies with a "branding" strategic vision are commendable: even if the industry enters the stagnation period, they still maintain their own rhythm and still operate on a rational track. Therefore, the winter practice is three or nine, and the experience is very valuable. No matter what test the industry faces, as long as the company itself keeps the ring, the company should be a winter if it is, if it has been maintained. "Be ready for the winter" mentality and be prepared, the company will not spend the winter at any time.

Therefore, fundamentally speaking, the author does not think that the winter of the industry has come, and at most the temperature of the market has returned to a rational scale.

In the face of the current performance of this market, in addition to keeping calm, Xianzuo enterprises should do some data collection and analysis work on the daily operation and management of enterprises, and communicate with their peers through their own data from the first-line sales. The comparison of data in the same period of history, in this way, our understanding of current market performance will be more easily based on rationality. These data include: the amount and magnitude of sales growth, the commission of production capacity, the sales cycle of products, the contribution ratio of old customers to sales, the growth rate of new customers and their contribution to sales, and the unit size of exhibits. Turnover frequency, etc., only a relatively complete information base will help us to comprehensively carry out external positioning and internal adjustment, which will help us to correctly view the current market situation and think about our own actions. Otherwise, it will be difficult to guarantee. I am not confused by my "winter" paradox, my mind is a mess, it is inevitable that the cup bows the snake shadow, how can we consider what "brand and market"!

The market is like a reincarnation of the four seasons, with bright spring, summer heat, autumn harvest, and winter bleak. The same is true of the mahogany market. There are a few joys and sorrows. It is a thing that exists at any time. It doesn’t matter whether it’s “winter” or “winter”. You see, while some of your peers are close to the clearance, there is not Busy product line expansion, expanding business area - the so-called "contrarian" brave?

The insurance department does not need to look at it. This kind of contrarian action, at this time, seems quite out of place, and some are puzzling. In fact, this is a move that is in line with its own market, and some industry brave people are expanding at this time. Part of it, when it comes to the industry to accept new tests, their actions are just coincidences. In their understanding, this winter may be the end of some peers, but in most of the industry's flag - just a new opportunity. As a practicing person of the mahogany business, at this time, the torch is set, and the wisdom is precious compared with the courage. At the same time, the industry is more sympathetic to each other. So, everyone can share the bonfire on the occasion of the so-called "winter", and even dance with the sword.

If the romance of two people is the sentiment, then a group of people who are romantic with a bonfire are feelings. The redwood business has no winter, and the spring of the classical furniture industry has just begun.

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