When we invest, we must have a deep understanding of an industry, and to understand an industry, we must objectively explain it in many ways.
In today's society, communication efficiency and production efficiency are improving, and investment is flooding our lives. So how can we make good investment? Let's take Youfan art furniture as an example.
Second, the development status of the furniture industry
The furniture industry belongs to the traditional industry, but the more opportunities there are in the traditional industry, the furniture market will win a new round of enthusiasm by using the Internet, IP and transforming the information chain. With few talents.
Real estate sales promote furniture consumption, and urbanization further promotes furniture consumption demand. What follows is the improvement of people's requirements for furniture, and personalized, diversified and customized furniture can better meet the needs of consumers.
Commercial housing sales are the main factor affecting furniture consumption, and the real estate boom in recent two years has driven the rapid growth of furniture consumption.
According to the survey, the market size of China's home improvement furniture market has reached 4 trillion, mainly retail consumption, and has maintained steady growth. However, the furniture industry in China is relatively scattered, with low concentration, and it is a typical big industry and small company.
Third, the basic situation of Youfan Art Furniture Company
1, company profile
Youfan Art Furniture was founded on 20 12. It has survived for 6 years and is a young formula. Youfan's vision is to become an artist of life. Art seems far away from us, but each of us can be an artist of life.
The strategic positioning of Youfan artists is to provide "cheap art furniture" with "technology+art+supply chain reform" as a trillion furniture industry. The company's main business is mainly to design, produce and sell fashionable art furniture.
This company started with American furniture.
2. Business model
From the perspective of product research and development, Youfan Art Furniture not only has a free design team, but also has exclusive authorization from the factory and insists on spot procurement.
In terms of product production, market research makes accurate positioning for target users. With the increase of urbanization rate, the per capita income rises, and the consumption power naturally rises. Think about people in this age group who are positioned after 80-90. And this part of the crowd is concerned about the quality, service, personality and taste of furniture.
In terms of product sales, it is mainly online, which is in line with the improvement of Internet penetration. Offline o2o. The ultimate goal of offline stores is to introduce consumers to place orders online. The data shows that Tmall Mall contributed 70% of the sales. So as to establish brand awareness while making profits.
In terms of distribution and installation, Youfan artists want to cooperate with trunk logistics outsourcing and build their own branch distribution model.
At the same time, Youfan also drains through platforms such as Taobao, Tmall and WeChat applet to improve brand awareness and enter the user's mind first.
3. Organizational structure
The company has team members, Jacky is the director (CEO), and Jacky leads the group affairs, including information management system, brand building and human administration. Eason is responsible for computer operation, Salina is responsible for supply chain, and Lucas is mainly responsible for innovative business related to new retail.
The team members are all graduates from famous universities, and some professional knowledge is completely matched.
4. Supplier Cooperation Network
Youfan Artist opens a data channel in the supplier collaboration network to improve collaboration efficiency. It is different from traditional furniture enterprises and adopts an integrated distribution system. Youfan Art Furniture Co., Ltd. cooperates with well-known logistics providers such as JD.COM and Cainiao in trunk logistics, and the logistics and installation of branches in important cities are mainly self-operated. At the same time, recruit installation team for unified training and management.
This mode overcomes the situation that the traditional furniture delivery takes up to 20 days, saves the waiting time of users and improves the efficiency.
Their cooperation with major manufacturers uses the company's own ERP system. Youfan and the factory synchronize the sales data, and the factory can purchase raw materials in time according to the sales situation, which improves the efficiency and prevents the mismatch between market demand and company supply.
Fourthly, the environment that Youfan Art Furniture faces and its own advantages and disadvantages are analyzed.
1, China furniture market.
Customer orientation, Youfan Furniture's target customers are post-80s and post-90s, who are sensitive to the quality, personality and price demand of goods.
In the context of consumption upgrading, most consumers are under 40 years old, and their styles prefer Nordic simplicity, new Chinese style, mix and match, and pay attention to quality service and individuality.
On the whole background, the furniture industry is decentralized and the channels are decentralized. In 20 16, the investment scale of furniture industry in China was ≥ 850 billion yuan, but the market was scattered, and the annual revenue of leading enterprises did not exceed10 billion yuan.
Under the background that the Internet penetration rate of Youfan Art Furniture is increasing, the concentration of online sales is also increasing.
2. The competitive disadvantage of Youfan Furniture (investment risk)
From the business analysis of Youfan, the number of SKV (single product) of Youfan Art Furniture currently exceeds 500, but it mainly comes from external partners, among which the independent design of cooperative factories accounts for more than 40%, and the independent design of brand products accounts for only 1/3.
Although the company has strong innovation ability, the proportion of independent design of single products is too low, and most of them come from outsourcing, cooperative development and outsourcing, which is risky. Once it falls out with the outside world, the company will be passive.
3. Advantages of Youfan artists
That is, the leading team of Youfan artists is strong, the business model is unique and practical, and the supplier collaboration network and its own Youfan ERP system improve efficiency.
4. Pricing strategy
The value of supply chain determines the pricing of retail. Product positioning, market competition and other special factors. Youfan's dealer pricing is determined by the competition coefficient of furniture market and the number of dealers.
Verb (abbreviation of verb) conclusion
To sum up, the highlights of Youfan's art investment mainly include: large market scale, high ceiling and broad future development space for enterprises; Low industry concentration; Have profitability; High operational efficiency (higher than the industry average); Have a certain brand accumulation and user reputation; Have excellent team; Strong supply chain management skills.
However, there are risks in investing in Youfan Art, mainly because the proportion of self-designed products is low; The offline dividend is declining and there are fewer offline stores, which also enhances the uncertainty in the future. In addition, the current financial situation of enterprises is not standardized, and the cost of re-standardization is also high.
All investments are both risky and profitable, but in general, Youfan art furniture is still worth investing!