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Redwood furniture is sought after
Redwood furniture is sought after
Since July this year, the "Da Vinci Incident" has been the subject of worldwide attention. For a time, the "authenticity" of high-end foreign brand furniture attracted speculation. At the same time, the mahogany furniture market has been booming recently, and some mahogany furniture stores in Shenzhen have even seen the phenomenon of sweeping purchases of mahogany furniture. The follow-up reaction of the "Da Vinci Incident" seems to explain that the values ​​in the field of high-end furniture consumption are quietly undergoing fission.
"Fake foreign brands" favored reflects the irrational consumption concept
As we all know, China, as the world's production factory, has many world-class brand products manufactured in China, that is to say, China already has the production capacity equivalent to world-renowned brands, and in the market, the prices of well-known domestic brands are much lower than the same The quality of foreign brands and even fake foreign brands is an indisputable fact. Why is the "fake foreign brand" favored?
According to the analysis by Deng Xuesong, deputy secretary general of the Traditional Furniture Professional Committee of the China Furniture Association: Although China has the ability to undertake the processing of well-known international brands, there are still some omissions in the establishment of the quality management system and actual supervision and implementation of the quality of domestic products. It is always slightly inferior to the situation of export products. At the same time, the proliferation of counterfeit and shoddy domestic products has directly affected consumers' confidence in domestic products. In addition, the marketing phenomenon of DaVinci also just illustrates the irrational consumption psychology and the fact that there is no ostentation in the high-end consumer field.
The mahogany furniture market heats up rapidly after the "Da Vinci incident"
Since the "Da Vinci incident", the popularity of the domestic rosewood furniture market has increased dramatically. In Shenzhen, the two major mahogany furniture exhibition halls, the Yicheng and Art Exhibition Centers in Shenzhen, the store turnover of the recent statistics has increased significantly, and even customers have spent tens of millions to go to each store to sweep the purchase of Huanghuali furniture. Mr. Li, the leading branch of traditional furniture Wuxi Xinglong Shenzhen Branch, said that the number of orders from customers has exceeded their current production capacity. In order to ensure the quality of production, a notice has been posted in the store to suspend order acceptance.
According to Zhang Wenhai, general manager of Hong Kong Midland Redwood, their branches have multiple stores in various districts in Shenzhen. The number of customers who come to consult the price and have the intention to close has increased significantly, especially the series of redwood sofas in the hall are widely favored. According to chat with customers, which Nearly half said that the "Da Vinci incident" made them more cautious when buying high-end modern imported brand furniture. Zheng Xiyang, general manager of Shenzhen Grand View Garden, said that according to the experience of previous years, it should be the off-season of furniture sales in these months. Because of the hot weather, most customers do not go out. Therefore, each furniture store does not have too much inventory. However, the actual situation in the recent period has far exceeded expectations. Customers who came to see the goods and consulted endlessly. At present, the model furniture of their stores is basically booked out, and other customized furniture will not be available until the end of the year. Afterwards, the reporter interviewed Yang Bo, chairman of Beijing Yuanhengli Furniture. According to his introduction, the consumer demand in Beijing's mahogany furniture market is also very strong recently, and their sales performance in many domestic stores has increased significantly compared with previous years. The mahogany furniture industry has developed steadily in recent years. From the perspective of the prices of several precious raw materials, the most basic ones have increased by more than 20% in recent years. The preservation and appreciation of mahogany furniture and the advantages of inheriting future generations are increasingly recognized by consumers. fact. In anticipation of relative currency depreciation and inflation, this advantage will also be recognized and sought after.
So, has the recent popularity of the mahogany furniture market been spurred by the "Da Vinci incident", and will some consumers shift their consumer demand from modern furniture to mahogany furniture? Deng Xuesong told reporters that the "Da Vinci Incident" will prompt consumers to be more calm in front of modern high-end furniture, to judge whether the price and value are equal, and the brand's own cultural connotation and actual style. In fact, modern-style furniture and traditional-style mahogany furniture correspond to different consumer needs. Modern-style furniture tends to be economical and practical, and it is very practical and functional to meet the needs of modern life, so it has a wide market. But positioned in the field of high-end consumer goods, the appreciation value of furniture and the performance and inheritance of value preservation and value-added should undoubtedly receive attention, but in this regard, it is certainly unable to compete with traditional mahogany furniture. The high price and high value status of Chinese traditional furniture is not the result of self-hype by the domestic industry, but it is precisely the large-scale acquisition of traditional furniture in China by major Western art institutions and museums in China as a top art collection. The prosperity and development of the traditional furniture industry, therefore, the actual value of Chinese traditional furniture is widely recognized in the world. Therefore, the recent boom in the mahogany furniture market can be regarded as a result of some high-end consumer groups choosing after judging prices and values.
Experts are optimistic about the mahogany furniture market
The mahogany furniture has continued to heat up in recent years. The price of traditional furniture such as Huanghuali and red sandalwood is expensive, and even the price of Laos red rosewood, which used to be cost-effective in the past, has risen by nearly 150% in just two years. Why is it so hot? Is there a foam component in the expensive mahogany furniture? In this regard, Mr. Wu Bingliang, deputy chairman of the China Furniture Association, said that the high price of mahogany furniture is caused by two factors. The first is the scarcity of resources and the expensive materials, which raise the threshold of furniture prices, such as Hainan Huanghuali wood. The price per kilogram is as high as several thousand yuan. In addition, mahogany furniture cannot be fully mechanized and automated. Many processes depend on manual completion, and the labor cost of the mahogany furniture industry far exceeds that of other industries. Among mahogany furniture companies, carpenters with monthly salary of over 10,000 are common, and experienced foremen It is not surprising that the annual salary of hundreds of thousands of well-skilled workers is high, so the production cost of mahogany furniture remains high. Talking about the reason why mahogany furniture is so hot, Wu Bingliang said that in recent years, with the continuous development of the domestic economy, national self-confidence has been gradually repaired and strengthened, and people's sense of traditional culture is also deepening. Its unique features of green environmental protection, scarce resources, artistic appreciation and practicality, and stable value preservation and value appreciation have been favored by high-end consumers. With the improvement of people's living standards, the demand for traditional mahogany furniture will continue to increase. Consumer groups are expanding year by year, and the regional market has also expanded from the early economically developed cities such as Beijing, Shanghai, Guangzhou, and Shenzhen to second- and third-tier cities. The contradiction between the year-on-year increase in demand and the year-on-year decline in natural precious wood resources is difficult to resolve in the short term. Therefore, the price of mahogany furniture has shown an upward trend year by year. For example, in the past few years, Vietnam ’s Huanghua pear wood was basically available in every store, but now it is difficult to see on the market, the import of materials is completely exhausted, and the existing wood stock of red rosewood can also maintain the domestic for a few years at most. Market demand, so prices have increased significantly. According to the current economic development momentum, this prosperity of the mahogany furniture market will continue.
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