Consumers transform the plastic furniture with the market trend

In recent years, the plastic households on the market have shown diversified and segmented trends. Plastic furniture has followed the transformation of consumer consumption concepts. Plastic furniture has become more and more distinctive and diversified. New furniture has the knowledge of refreshing plastic furniture with high price and high quality. Take the high-end route. According to data recently released by China Plastics Processing Industry Association, from January to June 2014, the national plastic products industry completed a total output of 34.718 million tons, an increase of 6.38%; among them, the output in June was 6.829 million tons, an increase of 8.74%. The monthly growth rate of plastic products production has rebounded for three consecutive months. As an important part of plastic products, in recent years, the plastic homes on the market have shown diversified and segmented status. In the recently visited homes of IKEA, Real Home, Longfeng Home, etc., various reporters saw various kinds of This kind of plastic furniture set off a "fast fashion" trend. Plastic furniture on the market has always been introduced at low prices and light weight. Many consumers mention plastic furniture and they are linked to “low price”. With the change of consumption concept and the specialization and diversification of furniture demand, some furniture brands have recently launched a variety of plastic furniture, with high price, high quality, fashionable design, multi-color and other characteristics to refresh consumers' perception of plastic furniture. Previously, the plastic furniture that focused on the low-end mass market has also embarked on the high-end route of “high and high”. Market observation pricing two-level differentiation from July 29th to 30th, respectively visited the Chaoyang District in Beijing's Chaoyang District, Shilihedian, Longfengzhijia Furniture City, Fengtai District, Yijia Home Xihongmen Store, saw plastic furniture The brand and product categories have increased significantly compared with previous years, and the market prices of hot-selling new products have shown a trend of polarization. “Plastic furniture does not necessarily have the advantage of cheap price. As long as the design is unique and the quality is guaranteed, it can satisfy a lot of mid-to-high-end consumer demand.” According to the relevant staff of IKEA Xihongmen Store, the store has just updated a variety of new models. Plastic furniture, retail prices are more than 1,000 yuan, and different from previous years, this summer's new furniture in the price breakthrough, more bold and innovative design style. According to reports, in the hot-selling plastic table and chair products, the 39 yuan back chair and 1800 yuan hanging chair consumer recognition is the highest. In the interview, the reporter saw that in addition to cups, storage boxes, storage boxes, trash cans and other common plastic household items, many brands of new tables and chairs, wardrobes, children's beds, combination bookshelves and other large pieces of furniture have also switched to plastics Material. According to the relevant person in charge of Jingxuan Home Furnishings, the store recently introduced several plastic tables and chairs that simulate rattan and imitation logs, which have attracted many “returning customers”. In a number of brand stores in Shilihedian, the reporter saw a variety of plastic furniture such as tables and chairs, combination cabinets, children's beds, etc., and the retail price of the same type of wooden furniture is comparable. According to the relevant staff, the plastic furniture introduced this year has been significantly improved in design style and production process, and the mid-to-high-end market positioning has gradually broken through the concept of “plastic furniture=low price”. “Now plastic furniture can also be used. Approved by mid- to high-end consumer groups.” The advantages of consumer sound plastic furniture According to market research data on plastic furniture, 72.73% of respondents are willing to buy plastic furniture, 9.09% of consumers “will definitely buy”, another 18.18% of consumers have a certain purchasing tendency despite the unclear position. Moreover, the main reason why consumers buy plastic furniture products is that the plastic furniture is exquisite, light and convenient, followed by natural color, comfortable and comfortable, healthy and environmentally friendly materials, and strong practicality. The plastic furniture market with group positioning has great potential for development. “When I buy furniture, I pay more attention to the appearance and quality of the products.” The consumer who lives in the Lotus District of Haidian District, Beijing, said in an interview that the cost-effectiveness of plastic furniture is relatively high, and that their own tables, chairs, bookshelves, The combination wardrobes are all made of plastic. "There are many types of plastics. Compared with wooden furniture, the quality of plastic materials is easier to distinguish. The weight of the furniture is also lighter. It is convenient to place and clean." Similarly, other Several interviewees also admitted that the variety of plastic furniture on the market and the price stratification make it easy to compare the advantages and disadvantages when purchasing. "I am optimistic about the bold color application and fashionable design style of plastic furniture. The products that feel individuality are suitable for young consumers. The appearance is both beautiful and beautiful, and the quality of furniture is guaranteed. Even if the price is high, it is worth it." Advertising in Beijing Zhang Hongliang, a consumer of copywriting, said this in an interview. The analysis of consumption in the industry has gradually changed. “Plastic furniture is no longer low-end goods, and the environmental awareness of modern consumers is constantly increasing. Therefore, plastic furniture with fashionable design, colorful and easy maintenance is more and more attractive to consumers.” Jingyue Home Store A manager named Tang mentioned in an interview that more and more furniture brands have entered the competition of plastic furniture, which has promoted the continuous improvement of product technology and workmanship. With the continuous development of high-end plastic furniture products of major brands. Launched, the concept of cheap and low-end consumption of plastic furniture has gradually changed. “Plastic furniture is mostly bold in color and fashionable in design, especially the simple style is easy to be loved by young consumers.” Industry insiders mentioned that the intensification of competition in the industry has led to the continuous innovation of brand plastic furniture, and the market strategy has gradually shifted from low-end mass consumption to high-end. The development of the consumer market. Nowadays, the characteristics of environmental protection, recyclability and reuse of medium and high-grade plastic furniture are recognized by many consumers.

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