Innovative Operating Paths of Small and Medium-sized Wooden Furniture Manufacturing Enterprises Based on the Double Background of Multiple Constraints and Consumption Upgrading

LIU Xiaoli;College of Management, Cunjin College of Guangdong Ocean University;

small and medium-sized wooden furniture manufacturing enterprises;;consumption upgrading;;independent brand;;crowdsourcing;;community operation

Small and medium-sized wooden furniture manufacturing enterprises are increasingly challenged by cost pressures; product downgrades; furniture environmental protection requirements upgrade; the rise of e-commerce; cross-border crack-downs and other constraints. In the meantime, consumer awareness of environmental protection has been increasing in an unprecedented manner; innovation has become the norm in enterprises; all-channel marketing has become the consensus of the industry; and, the influence of social media has become prominent in the era of consumer upgrading. Under the dual background of multiple constraints and consumption upgrading, small and medium-sized wooden furniture manufacturing enterprises should implement specialized operation strategies. They can obtain product creativity, enhance product innovation ability, and initially create brand communication nodes by crowdsourcing. With the help of crowdfunding to achieve product sales upgrading, continue the promotion of brand connotation and make an attempt on community operation to build characteristic brand communities with the help of partners. While implementing innovative operation strategies, small and medium-sized wooden furniture manufacturing enterprises can expand the organizational market channels to serve short-rent apartments and mid-to-lower end homestays. For the two "pain points" of logistics and product experience, it is suggested to solve the problem by outsourcing, industry alliance and jointly building the O2 O experience system.