★ The function of setting the display parameters through the serial port or industrial Ethernet interface; including: grayscale,color, brightness, display speed, screen split and merge, etc.
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Function introduction
★ According to the serial port or industrial Ethernet interface data, read the corresponding text, picture, video, and display the corresponding content.
★ Modify the display text, picture, video function through the serial port or industrial Ethernet interface.
★ Set parameters.
In 2012, the furniture industry experienced a year marked by turbulence and challenges. Companies, retailers, and distributors nationwide had to reassess their strategies and look for new opportunities in an increasingly competitive market. Overall, while some regions in China's furniture sector saw limited success, the overall market performance fell short compared to previous years.
**Consumption: Anemic Thorn Tree**
If we were to use an analogy, the furniture consumption landscape in 2011 could be likened to an "anemic thorn tree." The rampant expansion of retail stores combined with weak household demand led to a severe state of "anemia" in the furniture retail sector. Retailers found themselves struggling to find even a single profitable opportunity, instead facing sharp challenges that left them feeling frustrated and exhausted.
In the export market, China’s furniture exports have been suffering since the 2008 financial crisis, and recovery has remained elusive. Post-crisis factors such as rising trade barriers, reduced tax rebates, and the appreciation of the RMB further worsened export conditions. Domestically, increased real estate regulation, inflation, and declining consumer confidence slowed down furniture sales growth. Many smaller companies and retailers with weak financial backing or low brand recognition exited the market, while larger, more powerful players took advantage of the situation to consolidate their positions.
What made things even more challenging was the entry of international brands like Ashley, Natuzzi, and Novo into the Chinese market. These foreign firms brought strong financial support, allowing them to compete directly with domestic manufacturers and rapidly gain market share. Additionally, major Chinese companies like Vanke Eslite, Taobao, Midea, and Gree also entered the home furnishing sector, creating intense cross-industry competition.
Both export and domestic sales faced significant pressure, signaling that after three decades of rapid growth, the Chinese furniture industry was beginning to shift toward a more rational and standardized path. Incidents like the Da Vinci scandal and the introduction of solid wood furniture production standards reflected this transformation. In 2011, various external pressures forced the industry to adapt and evolve, pushing it toward a more sustainable future.
The old "steam train" of the industry was becoming outdated, and a new "maglev train" was emerging. This new model required merchants with strong financial resources, innovative ideas, and deep expertise. Those who were outdated or lacked modern approaches would soon be left behind. It was a new era defined by rules, creativity, and capital—where passion alone was no longer enough to succeed in the furniture business.
**Channel: Sweeping Expansion**
The term "sweeping expansion" perfectly describes the aggressive and often reckless growth of large-scale furniture chains. By 2012, there were at least 1,000 furniture stores across the country with over 10,000 square meters of space. In Chengdu, for example, the total area of newly opened stores in 2011 exceeded one million square meters, with projections for 2012 surpassing two million square meters. Major chain stores like Red Star Macalline, Juran Home, and Yuexing expanded aggressively, opening an average of five new locations each year, each exceeding 100,000 square meters in size.
These big players used massive capital to occupy prime commercial areas, building luxurious showrooms that outshined five-star hotels. As a result, small local retailers struggled to compete and were often forced to retreat to niche markets that the giants ignored.
For small businesses, competing with these giants was not just difficult—it was nearly impossible. Their only option was to focus on either the low-end market or specialized, personalized segments. The reason? Small retailers couldn’t afford to wait months for sales, while large chains could survive for years even if they weren’t doing well.
At the same time, the development of new channel models became a key focus for the furniture industry in 2011. From large-scale home furnishing models to custom-made services, online platforms, and cultural experiences, many companies were rethinking traditional marketing strategies. With the rise of these new channels, traditional dealers faced unprecedented challenges and may need to transition into logistics or service providers in the future.
**Enterprise: A Modern Journey to the West**
Faced with rising factory rents, the pressure of "caging birds" in developed coastal cities, and the allure of western development, many coastal furniture companies relocated their manufacturing operations inland, echoing a modern version of "Journey to the West." Provinces like Henan, Sichuan, Yunnan, and Hubei saw a surge in furniture production bases, eager to welcome the "God of Wealth" from the east.
Industrial parks such as Huazhong Furniture Industrial Park, Chengdu Furniture Industrial Park, and Chongqing Furniture Industrial Park emerged as new hubs. Local governments invested heavily, hoping to become the next big players in the furniture industry. However, despite the enthusiasm, many of these parks still faced operational and management challenges.
Learning from established industrial zones like Guangdong, Likou, and Xianghe, these emerging parks needed to develop unique positioning and efficient operations to thrive. Under the broader trend of westward migration, in 2011, furniture companies began exploring new ways to strengthen their market control and adapt to the evolving industry landscape.
★ Data update.