Destructive innovation, also known as destructive technology, refers to the transformation of products or services through technological innovation, with targeted subversive characteristics aimed at target consumer groups, breaking through the changes in consumption that can be expected in the existing market, and the order of the original market. A huge impact.

In the IT industry, Apple’s mobile phones and WeChat are typical destructive innovations.

Under the background that the sales share of e-commerce in the furniture industry is increasing and the pattern of the furniture industry needs to be changed, the furniture industry will have the opportunity to completely subvert the existing market structure by combining various new technologies, new technologies and new models.

Industry reshuffle comes, furniture factory operates in multiple ways

At present, China is said to have 50,000 furniture factories, and will be eliminated half in 10 years. The remaining furniture companies will continue to develop and build their own brands; Sancheng will be completely unbranded as a foundry company.

The furniture industry is very similar to the clothing industry. It is a non-standardized product, and its consumption is very diverse. No one can dominate the rivers and lakes. For the furniture industry, the development of a single product (such as a sofa or solid wood) can easily reach the bottleneck.

Only from the “product operation” to the “industry operation”, that is, by integrating resources, acquiring other brands, and transforming business models, we can take it to the next level. In the end, it is necessary to achieve the peak through “capital operation.”

The exhibition will disappear by half, and the dealer will become a service provider.

After 10 years, Guangdong’s traditional September furniture fair will disappear completely, and March will be the only time for Guangdong Furniture Fair. Dongguan Exhibition and Shenzhen Exhibition will become the two main exhibitions for the domestic market. Guangzhou Exhibition will become the main exhibition platform for foreign trade in March.

Small-scale exhibitions in other cities have either disappeared or are still only a local and regional exhibition. The investment promotion function undertaken by the furniture exhibition will be extremely limited, and it will become a window for releasing new products and publicity and promotion.

Furniture dealers not only sell products to consumers, but also provide customers with decoration design, overall home furnishing, soft decorations and so on. The “life operator” is based on the “furniture service provider”, mainly for high-end products, providing consumers with a certain lifestyle, lifestyle and so on.

Furniture consumers will grow into expert customers

Nowadays, most consumers pay more attention to materials, so “solid wood furniture” and “import material wind” are popular in the Chinese furniture consumer market.

After 10 years, the furniture consumer will grow into an expert customer like the current computer consumer. All the concept of nothingness will no longer work, and will return to the pursuit of furniture design, culture and function itself.

For the highly homogenized furniture products, either expand the scale and reduce the cost of small profits but quick turnover, or increase the design to pursue added value, there is no third way to choose. It is the kingly way to do a good job of products and services.