The impact of property purchase restrictions on the Guangdong furniture industry has continued to escalate. Following the sharp decline in the popularity of domestic furniture stores last year, which triggered the closure of stores, the competition between furniture stores in Foshan, a major furniture trading center in China since the beginning of this year, has also become fierce.

Any brand enterprise or distributor with a store in the Louvre shopping mall is not allowed to enter Foshan International Home Expo City? An industry microblog before the Spring Festival detonated the inside story of the "infighting" upgrade of the Foshan furniture store . Last Friday, an organization called the "China Home Brand Alliance" and a public relations company held a press conference in Guangzhou to conduct a special "open mediation" of the competition between Foshan International Home Expo City and Lecong Furniture Store, but involved The store didn't show up from the beginning to the end, but the third-party Chinese home furnishing brand alliance was involved in the public "bargaining" with the Louvre, which made the whole thing confusing.

On March 1, the press conference held by the China Household Brand Alliance in Guangzhou invited Bao Yujun, president of the China Private Enterprise Federation, and Wang Rongzhen, a law professor at Guangdong University of Foreign Studies, to join the team.

Merchants in new stores attract peers to block?

The incident originated from a Weibo before the Spring Festival. On February 4 this year, Sina Weibo ’s Lu Xin, who was certified as the Secretary-General of the China Household Brand Alliance, posted a Weibo to the “infighting” of the two major furniture stores across the river from Foshan. Lu Xin published a communication letter to the chairman of the Louvre on January 7 through Weibo. The communication letter is: Recently, some member companies and distributors have reported that the Louvre staff have verbally informed that brand companies or distributors with stores in the Louvre mall are not allowed to enter Jiabo City, even if the product series and The Louvre is completely staggered. Otherwise, the existing stores in the Louvre will be withdrawn or the contract will be terminated for no reason. The letter pointed out that the Louvre ’s behavior was “defective” and “contrary to the market spirit of fair competition”, and hoped that the Louvre could “co-benefit for the industry”.

It is particularly striking that this communication letter is stamped with a total of 8 seals of home furnishing industry organizations, namely: National Chamber of Commerce and Industry Home Furnishing Chamber of Commerce, Guangdong Furniture Chamber of Commerce, Shenzhen Furniture Industry Association, Dongguan Famous Furniture Club, Foshan City Furniture Industry Association, Wenzhou Furniture Chamber of Commerce, Yuhuan Furniture Industry Association and China Household Brand Alliance.

"Until now, we have not received any response from the Louvre." Lu Xin told reporters that he sent this communication letter by fax and express.

Intermediary agencies invite experts to "sing opera"

More than a month after the incident was published on Weibo, the Louvre seems to have remained silent. The reporter repeatedly called the relevant departments of the Louvre in this regard, but they did not receive a positive response from them.

At the press conference on Friday, a public relations company called "Guangzhou Xuanxi Weibo Brand Management" called more than 20 provincial media to the scene, but the reporter did not see half of the parties in the Louvre and Jiabo City. . None of the distributors and brand companies involved in this matter were present.

"Before and after the Spring Festival, more than 10 member companies reported receiving this notice, and some companies that had already settled in Jiabo City were cleared by the Louvre." Lu Xin, who came to the media, said that because of this, it was originally scheduled for The investment promotion of Jiabo City, which opened on March 17, was also affected to a certain extent.

In the nearly 2 hours of the press conference, Bao Yujun, Vice Chairman of the 8th All-China Federation of Industry and Commerce, Wang Rongzhen, a professor of law at Guangdong University of Foreign Studies, and Guo Libing, Deputy Secretary-General of the Chamber of Commerce for Furniture and Decoration of the All-China Federation of Industry and Commerce, were invited to interpret the In the market vicious competition of status, "protection of the rights and interests of branded home furnishing manufacturers and distributors" and other issues, Lu Xin also read out the "China Home Furnishing Industry Responsibility Declaration" on the spot. However, Lu Xin did not answer key questions that the media care about, such as which companies are involved.

After the communication letter and the press conference, things did not seem to have made any progress, and the struggle between the two sides remained skeptical. The two major furniture cities are "infighting". Why did no one from the two major stores involved respond? The China Home Furnishing Brand Alliance was involved? And according to the reporter's review, the China Home Furnishing Brand Alliance had worked with Jiabo City in June 2012 Signed a strategic cooperation agreement.

Industry statement

Store speculation suspected hype

"Lecong Furniture City is fighting fiercely, and this is just the beginning. If the market situation is not good this year, competition will continue to escalate." Zhou Hua, executive president of Zhanhua Home Purchasing Network, believes that regardless of whether this matter exists, the upcoming home blog The city has brought a lot of pressure to Lecong's furniture stores. "Although Jiabo City is positioned as a high-end, but the cake is so big, there are so many well-known brands, naturally whoever grabs the hand will occupy a favorable position."

In the past 10 years, the furniture store in Foshan has extended from Le Nan to Longjiang, and in the past two years, it has extended to Foshan Avenue in the north. The new stores have opened more and more, but in recent years, the furniture industry in Foshan has suffered multiple blows and growth has been weak. According to a senior veteran of furniture who asked not to be named, in the past two years, the practice of notifying businesses verbally not to open stores in other stores has become a hidden rule in major stores in the furniture industry. Unspoken rules launch challenges. However, some furniture companies believe that market competition, where customers make money and where to go, this may be the hype of some new stores.

Deng Zhenhua, vice chairman of Shunde Furniture Association, said that the Foshan furniture industry is still in the development stage, and Foshan furniture companies should look at the problem from a long-term perspective and stare at the big cake of the world furniture industry. Italian furniture has made the brand so big and so good because their companies are competing well. Survival of the fittest is inevitable, and if competition is transformed into a mutually motivating force, it is not necessarily a bad thing.

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