In the past 10 years, it has been a golden period for China's furniture from its inception to rapid development: the number of furniture manufacturing companies is increasing; furniture production technology has been greatly improved; the international certification of furniture standards, quality and environmental management systems has made great progress; furniture The exhibition continues to expand. The formation of furniture industry clusters, characteristic areas and the rapid development of the furniture sales market have become the most significant development achievements and current status of the Chinese furniture industry.

It is foreseeable that industrial clusters will become the mainstream of the development of the industry, thereby promoting the industrialization, intensiveness, supporting and regional branding of the industry. On the other hand, the natural formation of industrial gathering places and the intentional focus of regional brands have made the current furniture industry gradually develop from competition by enterprises to regional competition-at least, the commonality and development characteristics of aggregation are retained within the region, and Externally, while expanding influence in various regions while maintaining a certain sense of mystery. As a result, certain unconscious or unprecedented rules widely existing in enterprises in an industrial cluster area have become valuable in industrial intelligence, but few people have publicized it.

From this, we see that under such a situation, the ordinary, open and one-way mass communication model is not completely suitable for industrial cluster communication.

On the other hand, the development of Web2.0, an interactive media technology, has made the relationship between enterprises and enterprises, between consumers and consumers, and between enterprises and consumers more transparent and closer.

In this new situation, we need to think about what kind of new communication strategy is more suitable for the development of the current industrial cluster, and strongly support enterprises to obtain greater and more sustainable benefits.

The rapid development of the furniture industry cluster, the boundaries of the park are getting clearer

The four major sectors, mainly the Pearl River Delta, the Bohai Rim, the Yangtze River Delta, Sichuan, and the North, have gradually formed supporting bases for production and sales. With the acceleration of industrial transfer, the scale of inland furniture distribution centers has increased; including Liaoning and Jilin , Hebei, Hubei, Sichuan, Shaanxi, Guangxi, Yunnan and other furniture industrial park construction is being pushed forward. The interaction of the three factors has effectively promoted the industrial agglomeration of China's furniture industry. Industrial clusters with furniture parks as physical divisions are taking shape, and their regional boundaries are becoming more and more obvious.

Due to the strong support of the government, Sichuan Province has become the earliest successful case of building a furniture industrial park and testing the effective concentration of water industry. At present, the regional brands featuring "Chuan Pai" have begun to attract the attention of the industry, and other industrial clusters have begun. With obvious differentiation, Chengdu Furniture Industrial Park, the largest industrial park in China, has become a model of success for the entire industry and a benchmark for reference.

The following is the current internal development of the industrial cluster in Sichuan Province. We see that Sichuan enterprises have basically entered the park, the industrial chain has begun to improve, and the power of industrial aggregation has begun to play:

In recent years, Chengdu's furniture industry plan has mainly created two places, one is the Chengdu Furniture Industrial Park in Xinfan Town, Xindu, and the other is a panel furniture production base represented by Quanyou and Mingzhu in Chongzhou.

Chengdu Furniture Industrial Park is a comprehensive furniture industrial park. The total planned area is 9,000 mu, and its composition includes production, R & D, and business (including the regional headquarters of the next step): The manufacturing project with an area of ​​3,600 mu has been basically completed and put into production, including 65 projects, and its industrial agglomeration and industrial chain advantages have begun to show The development shows a good trend, the impact of the furniture industrial park has been expanded; the area of ​​100-200 acres is used to build R & D platforms; and the planned commercial supporting land is increased from the original planned 1,000 acres to 5000 acres of net land. Among them, product display accounted for the largest proportion, about 3500 acres.

The commercial land in the park involves nine units. The global furniture CBD project occupies about 1,500 mu, which is independently built by Xiangjiang Group. Xiangjiang Group will build three CBDs nationwide, one is Hebei Xianghe, one is southeast coast, and one is Chengdu. After construction, it will become the world's largest furniture distribution center. In the future, coastal furniture, domestic boutiques, and international boutique imports will all use this as a transit point, and their direct sales and wholesale capabilities and influence will radiate to the central and western regions. Xiangjiang Group promised to complete the repair and put it into operation in 2013. Correspondingly, the government is also working hard to provide supporting services to solve related problems in order to adapt and promote its speed.

Chongzhou ’s plan is to build the largest panel furniture production base in the country because Quanyou and Chongzhou are among the top panel furniture in the country. The planned land of the base is 4.27 square kilometers. Among them, the third area of ​​Quanyou Furniture New District is 2300 acres, plus 600 acres of the second phase, that is, nearly 3000 acres of land form the Quanyou Industrial Park. In addition to Quanyou and Mingzhu, there are also 30 enterprise projects, such as Dongjin Furniture, a shareholding sofa enterprise under the Tianzi Group and enterprises transferred around Chengdu. For key enterprises, the government has provided corresponding support based on the company ’s own operation and market operation conditions. In particular, this year ’s rapid expansion of the enterprise requires greater financing needs, and the government also supports it.

In addition to the furniture industrial parks supported by the two major governments, there are also two furniture industrial sites.

One point is in Qionglai Yang'an, a brand enterprise furniture park established by the Sichuan Furniture Industry Chamber of Commerce through instructions from Sichuan Province, covering a total area of ​​2,000 acres. However, the current investment attraction has expanded to 3,600 acres, and 50 enterprises have been stationed, including the Hong Kong Prince's furniture, which has more land.

Another point is in Dayu Shaqu, a furniture park built by the Chengdu Furniture Chamber of Commerce and the local association, covering an area of ​​more than 2,000 acres, which is currently full, and more than 80% of the enterprises here are transferred by Chengdu enterprises, and there are about 30 project.

Industrial cluster communication small environment forms a split traditional mass communication model

There are four necessary conditions for the formation of industrial agglomeration: demand factors, resource factors, related supporting industries, the structure of the same industry and the status of competition. At the same time, it must also have the following sufficient conditions: First, the government's policy guidance and support system; Second, the rational and scientific planning of the park, different enterprises form professional cooperation and division of labor, forming a production, logistics, commerce and social integration of the park The park produces; the third is the supporting of the park's producer service industry, building a public platform.

The agglomeration of industries is bound to produce a new type of industrial cluster or district. One of the characteristics of this industrial group (area) is that it has a relatively complete industrial chain. Furniture is a final product, and its industrial chain includes upstream industries such as wood processing industry, wood-based panel industry, leather industry, textile industry, metal products industry, etc. The supporting industries include adhesive industry, paint industry, hardware industry, decoration material industry, etc. . Therefore, how to cooperate with upstream industries, supporting industries, and even take advantage of economic geography to integrate these related industries under possible conditions is a problem that deserves attention.

Therefore, two major characteristics will eventually be formed in different furniture industry clusters: One is the commonality of goal orientation, that is, common interests, concerns and points of interest. This has caused different industrial clusters to form different regional commonalities. For example, in Sichuan, the characteristics are plate-based, marketing-oriented, and second- and third-tier markets; in Shenzhen, software-based and design-oriented Advantages, mainly export and primary markets. The second is the commonality of the subjects represented by the consciousness of "we". We often hear discussions of a sense of belonging such as "we Sichuan enterprises" and "we Shenzhen furniture". The formation of these two characteristics means that within the cluster There is already a certain information interaction mechanism and a guarantee mechanism to ensure group consistency.

At the same time that any industrial cluster is formed, it has begun to have its own communication structure. This structure can be understood from the aspects of information flow and direction. Generally speaking, the large flow of information means that the information coverage is wide, the interaction and communication frequency among group members is high, and the consensus basis in group awareness is good. On the other hand, whether the flow of information is one-way or two-way, whether the communicator is a specific minority or general members have the opportunity to spread, etc., is also crucial to the formation of group consciousness. Strong bidirectionality means that there are many elements of democratic discussion in group communication, and the consensus on group goals and group norms formed on this basis is more unified, and group feelings and group belonging consciousness are more stable. In a word, the cohesion of the group is stronger.

In the process of forming the group consciousness of industrial agglomeration, the identity of the enterprise in the industry gathers to the regional brand and is represented and interpreted by the regional brand, making the current furniture industry gradually develop from the competition of the enterprise to the regional competition. At least, within the region It retains the characteristics of the commonness and development of the polymerization, while externally, it maintains a certain sense of mystery while expanding its influence in various regions. As a result, certain unconscious or unruly rules widely existing in enterprises in an industrial gathering area have become industrial intelligence: this information is often deliberately concealed or distorted, resulting in poor communication, thereby forming a scarcity of higher value Sex source, it can even be sold at a price.

From the following figure, we can see the two characteristics of industrial cluster information dissemination: First, the single enterprise as a basic group is relatively unimpeded in the industrial cluster (shown by the circle). It can be active through group communication and interpersonal communication, and Interactive connections, but to spread to other industrial clusters, you need to cross the industrial cluster and cross the social system to reach other industrial clusters.

There are four necessary conditions for the formation of industrial agglomeration: demand factors, resource factors, related supporting industries, the structure of the same industry and the status of competition.

In other words, we can regard this series of different formed furniture industry clusters as "villages" on the Chinese furniture industry map, and information dissemination has become a cross-talk between "villagers".

And this understanding is the core of the new communication strategy in the era of furniture industry clusters: when we use "village" to describe the communication environment, we have completely entered the category of "divided" media strategy. Deepen group communication, and eventually form a "circle"; now we use "precision" to describe the communication effect, that is, to emphasize the point-to-point docking between the messenger and the audience, we will expand the network to expand interpersonal communication, and ultimately form a "resource" The entire communication system will be renewed.

At this time, the entire range of communication models was completely open, and the proportions of interpersonal communication models, group communication models, and organizational communication models that had been suppressed by mass communication models over the years were greatly strengthened. The fixed paradigms of mass communication, such as one-way communication, uncertain audiences, and information control, will gradually disappear. At the same time, all mass communication organizations will be nothing more than a platform built for accurate communication of related people, related groups, and related organizations-just a support of material, process and technology.

Appropriately adjust the information output activities of enterprises to realize the precision of communication

Under the guidance of this new concept of communication, enterprises in industrial clusters need to be organized, purposeful, and planned to adjust current corporate information communication activities:

One is to increase the proportion of public relations and publicity. Public relations publicity refers to various publicity activities carried out by the organization in order to establish and maintain a harmonious relationship with the social environment in which it is located. It takes various forms, such as donating to social welfare undertakings, setting up "open days" for outside visits, etc. The purpose is to form a "topic" enterprise in the interpersonal communication of various types of people in the industry cluster by holding large-scale public events, and form a good reputation. At the same time, it attracts all kinds of media to pay attention and report and expand the instantaneous propaganda effect of the event.

The second is to focus on monitoring the effectiveness of advertising. Advertisement is a large-scale publicity campaign that uses various media in the form of payment. It is also a method of information dissemination widely adopted by enterprises. Advertising mainly includes two forms, one is public service advertising, the other is commercial advertising, which can be divided into corporate image advertising and promotional advertising, etc. In terms of media, it can be further divided into newspaper advertising, film and television advertising, online advertising, Audio advertising, on-site promotional advertising, outdoor advertising, traffic advertising and mailing advertising, etc. Advertising information is overwhelming. But we must also note that in this era of information explosion, advertising has become a global phenomenon. They are everywhere and permeable. In fact, in the face of overwhelming and turbulent advertising messages, the audience's spirit has been exhausted and their moods have deteriorated. Not only has the acceptance effect declined, but also there are quite a few people who are skeptical about the credibility of advertising. In this regard, the well-known marketing expert Ai Lisi suggested that “you should not start your brand through advertising. New brands should be done through public relations. Only old brands should advertise. Advertising actually does not have credibility. It only depends on publicity. In order to help new brands succeed. For example, Starbucks and Microsoft, they did not rely on advertising when they first launched into the market. Many of the world ’s most successful brands initially rely on public relations when they first launch on the market. Only when they become famous brands Then I turned to advertising. "

The third is the promotion of corporate identity system. Referred to as (CIS), CIS activities refer to activities in which corporate organizations use a unified system of symbols to shape, maintain, and update corporate images. The enterprise logo system is generally composed of three elements, one is the corporate philosophy and value logo, the other is the behavior standard logo, and the third is the visual or auditory image logo. The propaganda of the corporate logo includes the propaganda within the corporate cluster and the propaganda outside the corporate cluster. For this point, furniture companies do not pay much attention, especially for the relevant CIS publicity activities in the area of ​​industrial clusters are very neglected. But if you compare the industrial cluster with a "village", then the construction of the enterprise identification system is just like the house built by the enterprise in the entire "village"-in fact, in the village, whether it is a villager or an outsider, it is through this The construction of the house depends on the economic situation and spiritual taste of the owner.

Use the new theories of the Web2.0 era to learn new rules of communication

Some of the communication theories that have been demonstrated based on Web2.0 technology support include: six-degree space theory, long-tail theory, social capital theory, decentralization theory, etc. In fact, in industrial clusters, a relatively specific group communication small environment The performance is more obvious. Therefore, we need to study how to infiltrate such theories into corporate communication to form new rules for communication.

One is the Long Tail theory (The Long Tail). American Chris Anderson proposed. Long-tail theory believes that due to cost and efficiency factors, in the past people could only focus on important people or important things. If a normal distribution curve is used to describe these people or things, people can only focus on the "head" of the curve, and Most people or things that are at the "tail" of the curve and need more energy and cost to pay attention to are ignored.

Capturing and winning most of the demand is a challenge to the “80/20” rule. Generally speaking, companies tend to focus on 20% of customers who provide 80% of profits, without considering other segments Customers, and in fact the possibility of meeting 80% of customer needs exists. Of course, first, the product line is made long enough, and the marketing network is large enough, such as Quanyou Furniture. However, it is also possible to lower production costs through the advantages of a sound and smooth industrial chain of the industrial cluster, and then reduce sales costs through the Web2.0 information channel, and even consider allowing consumers to participate in production to create value together, so this year is also the furniture industry A year of full involvement in e-commerce.

The second is Six Degrees of Separation, which is a conjecture in the field of mathematics. It points out that there will be no more than six people between you and any stranger, that is, you can pass six people at most. To be able to meet any stranger.

This theory reminds enterprises to strengthen interpersonal communication within and outside industrial clusters, and to expand "circles" from interpersonal communication on different occasions to obtain their own contacts. When the person in charge of the enterprise continuously appears in different activities in the industrial area, he can open up different information chains and obtain different resources-when he wants to obtain more information resources, what you need is Go more actively to a larger and higher-level social platform.

The third is social capital theory (social capital). The so-called social capital generally refers to the ability of individuals to obtain benefits by using their special positions in an organizational structure. Generally speaking, it refers to the relationships of personal relatives, friends, classmates, fellows, etc. The higher the benefit a person can get from these relationships, the higher his social capital.

This is a legend of "please god" and "make god". If an enterprise wants to have industry reputation and obtain corresponding resources, it needs to invite celebrities inside and outside the industry to establish a special position in this industry cluster communication environment, so that all audiences believe that they already have the corresponding social capital. Bole's fancy "horse" will inevitably develop better. Of course, you can also "make gods". Some enterprises refer to "creating the gods" as "creating momentum", presenting the most advantageous information of the enterprise to the public, and forming a good atmosphere of public opinion will help enterprises obtain resources and develop well.

The fourth is the "decentralized" theory. The social structure of the original unidirectional culture is deconstructed by the multi-point to multi-point "decentralized" communication method. "Decentralization" does not mean the disappearance of the center and the complete disappearance of the social class, but the original central meaning is greatly weakened or completely turned, becoming more individualized and diversified, and the authority further dispersed. In Web1.0, netizens do not know who is speaking, in Web2.0 netizens do not care who is speaking, in Web2.0 user-centered theory replaces authority-centric theory, cultural development is no longer controlled by a few elites , Directional, limited process.

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