Research On Company Strategies Of HC Group

HC group was founded in 1997 in Hong Kong,since its inception,it engaged in the design,production and sales of board type furniture,because of the fashionable and avant-garde product design,together with the correct brand marketing direction,it has become the first successful launch domestic brand franchise store furniture enterprises,and the best on the market at that time.It has gotten the favour of capital market in 2002,and has successfully listed in Hong Kong.From 2002 to2012,the enterprise has carried on the transverse expansion,the product category production line from plate across the board type furniture,solid wood,Europe and the United States style,mahogany,living room furniture(sofa),mattress,etc.,.In 2012,it has launched into the field of plate type of whole house custom furniture,and later in 2013,it has introduced import sleep system in order to build a high-end products system.In 2016,it has entered the field of high-end luxury soft outfit custom.In 2017,it has its self-built and independent operated five-star hotels.Also,in the past 10 years,it has engaged in some plant rental business.This company has now developed into a involved in furniture manufacturing,investment,hotel management and other diversified integrated enterprise.With the development and change of the external environment,the internal resource allocation of an enterprise is increasingly unable to meet the diversified business portfolio model,and in recent years,the enterprise development has been stagnant.First of all,with the continuous upgrading of consumption demand,people prefer choosing customized furniture according to their own requirements,rather than directly buying finished product furniture.it also brings a popular tide of bespoke furniture enterprises listed in the A-share market in recent years.Some market value of tens of billions of custom furniture enterprises have listed,and developed better and better,such as Shang Pin Zhai Pei,Sophia,opening etc..The continuously strong competitors,causing r increasing pressure to the HC group.Secondly,the country's furniture manufacturing industry increasingly high entry threshold,such as environmental protection equipment requirements,etc.,rising labor costs,material costs,land rental costs,increasingly don't allowed the original finished furniture inventory production mode.In this context,the research emphasis in this paper should be the HC group how to rebuild the core competitiveness,combine with the trend of the development of the market,the rational allocate of resources,through the means of clearance,stop,turn,and optimize of enterprise business portfolio model to adjust the strategic direction,formulate and implement suitable for enterprise for the future development of a new business model.This article will analyze through the external environment,including the external environment,market analysis,industry analysis,competitor analysis,and the internal environment,including enterprise development history analysis(advantages,culture,values,management ideas,etc.),resource analysis and capability analysis,core competitiveness analysis,comprehensive analysis in order to make strategic commitment for HC group's future development needs,which including the purpose,scope of business,the market scope of operation,management model.All these finally puts forward the HC group development strategy of the implementation of the measures,including the company resources,organizational structure,corporate governance,incentive and evaluation mechanisms,and organizational culture construction,etc.Conclusion: the analysis has found that the major strategic issue of the HC group is diversified,which leads to high-end positioning of furniture sales weakened by the owners enterprise scattered resources through investment,hotel,soft outfit,mid-and low-end customization.Management also can't keep up with at the same time,the group's overall performance has been set back.Finally,the writer suggest that to stronger sales of high-end furniture business through rebuilding the the core competitiveness,market target,brand positioning,and the changing and regression of the business model.