Some people describe China's furniture industry as such, that is, there is no such thing as a rush to the industry, and there is no “hearing” for the high-end consumer group in the luxury goods industry. There is no “full escort” for the group customers in the construction machinery industry. There is no confusion in the IT industry from “burning money” to “burning people”, and there is no quasi-oligarch pattern and meager profit pressure after the home appliance industry is fiercely competitive. The furniture industry looks glamorous, but it is not.

With the rapid development of China's economy and the outbreak of real estate in recent years, the furniture industry has completed the development path of foreign countries for decades in its rapid expansion in just over a decade. It is called the speed of development of the speed of light. Although this has won the reputation of the world's manufacturing powers and the world's export first for the Chinese furniture industry, it has created tremendous material achievements. But because of this, the entire industry has also exposed a common weakness, that is, less originality, weak brands, and single channel. Especially the brand is a proposition that every Chinese furniture company needs to think deeply!

In many industries in China, there is an obvious phenomenon, that is, the phenomenon of homogenization is severely flooded, and it is very obvious in the furniture industry. At present, more than 90% of China's furniture industry is private enterprises or small and medium-sized enterprises, lacking economic strength and innovative ability, and technology is not comparable to international standards, and design can not keep up with the advanced level of foreign countries. Design talents are even more scarce. . Therefore, in the research and development of products, Chinese furniture does have certain disadvantages, so that the homogenization of market products is serious and lacks competitiveness. At the same time, there is no innovation in the positioning of the brand, the positioning is chaotic, fuzzy, no new ideas, the brand advantage is almost equal to zero. Therefore, although there are tens of thousands of large and small furniture brands in China, there is still no big brand that can lead the whole industry. It can be said that the Chinese furniture industry will surely usher in a mighty “shuffle”. "Great Wars", and ultimately survived will be those "big names" who have a clear positioning of the brand and can stand the test of market, time and quality!

But the good news is that all major furniture manufacturers are aware of this problem. Whether it is from the design content, environmental protection level, or the industrial chain, it is in the stage of promotion to a high standard. Although there is no aura of international awards, there are few international masters to join the design, but Chinese furniture is trying to explore their own development path. Taking “Huahe” furniture, which has just been recognized as a well-known trademark in China, as an example, as a furniture brand with 55 years of history, Huahe has determined its own brand development orientation in the early stage by virtue of its deep understanding of the Chinese furniture market. That is to insist on technology introduction and independent innovation. While retaining its own oriental characteristics, it has also achieved integration with the world furniture industry. It has introduced advanced production lines and production techniques from Germany, Italy, Japan and other countries, as well as excellent designers, thus combining the technical advantages of Huahe Furniture with the international original design, constantly innovating products and designs to adapt to domestic furniture. Market development! Such a brand development strategy has indeed brought great advantages to Huahe. It not only builds brand differences on products, but also establishes its own brand culture. To know a furniture company, it may be easy to build a brand. But it is very difficult to inject culture into this brand!

"Ding is Ding is a beggar", this is the earliest note on the Huahe brand concept that I found on the Internet. It is not gorgeous, not impetuous, and gives people a real feeling. This is undoubtedly the most authentic portrayal of Huahe's 55-year development. From the former Chinese famous brand to the officially recognized by the State Administration for Industry and Commerce as a well-known trademark in China, Huahe has come along all the way, which is not easy to praise. But the author also hopes that Huahe can persist and keep going. This is not only an expectation for Huahe, but also an expectation for the Chinese furniture industry. Because we are looking forward to not only the well-known Chinese trademarks, but also the Chinese well-known trademarks that belong to the world!

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