Customized furniture into industry trends

Since the beginning of this year, many front-line furniture brands have adjusted their market strategies. On the one hand, they have upgraded their products in the first-line market, and on the other hand, they have expanded their efforts in the third and fourth-tier markets. According to the survey, due to factors such as lower profits in the furniture industry, reduced exports, and increased costs, many furniture companies have gradually begun to transform themselves, either to export domestic sales or sink channels, or to enter the custom industry.

To seize the third and fourth line market as the core driving force for China's economic growth and social transformation, urbanization has been identified as an important strategy by the government's decision-making level at the beginning of this year, while the continued increase in fixed asset investment has led to the construction of public infrastructure. Created a demand for incremental decoration.

Hongxing Meikailong, Chairman of the company, Che Jianxin, stated at the beginning of the year that with the continued advancement of the country’s urbanization, towns will become places of higher quality and livable, which will in turn stimulate the domestic demand market, and the home industry will benefit from it. Usher in a new round of development. “At present, it seems that the comparatively backward prefecture-level cities and the top 100 county-level cities are the focus of urbanization. This is also the opportunity for the home industry.”

The huge dividends brought by urbanization make furniture people just around the corner. Some furniture companies have already smelled the business opportunities of urbanization. They have actively lowered their sales channels and seized the third and fourth tier markets.

Yi Yueshun general manager Li Yueshun said that the number of stores opened in the third and fourth tier cities this year reached 40, accounting for nearly half of the total number of opened stores. "The country's vigorous efforts to promote urbanization has brought great opportunities for the furniture industry," said Li Yueshun.

At the beginning of March this year, Xie Men’s general manager Zhang Keqin once said that Xilinmen is expected to open 200 stores this year and plan to sink to third and fourth-tier cities. Zhang Keqin said that the overall low growth of mattress industry last year was mainly due to the lagging impact of real estate regulation. However, with the development of urbanization and the improvement of the people’s living standards, the demand for mattresses by third and fourth-tier urban residents and even the vast rural areas may increase significantly.

According to industry insiders, urbanization will become an important driving force for the rapid development of China's furniture industry in the next 20 years. In addition to the first and second-tier cities, the demand in third-tier and fourth-tier cities will also increase substantially.

Increased differentiation of product lines With the intensification of competition in the first and second tier cities and the deep cultivation of third- and fourth-tier cities, the product line differentiation of furniture companies in different cities has gradually increased.

“In products, first- and second-tier cities, we focus on the creation of high-end products and overall bedroom facilities, such as matching wardrobes and drawers. In third- and fourth-tier cities, we mainly promote products that are close to the people, so we can better capture consumers. The demand point.” Li Yueshun said that the market for the third and fourth tier cities is very big, depending on whether the company can seize it.

Wu Nani, vice president of Qumei, said that Qu Mei's products currently have more than 20 series, from the material can be divided into plate, board, wood, solid wood furniture, according to the size of the city stores, consumer purchasing power, product layout is slightly different. In the first-tier cities and second-tier cities, while ensuring that the proportions of wood furniture and solid wood furniture are reasonable, the ratio of solid wood furniture, such as Gu Nuo Fan Xi, to Chinese, will be appropriately increased, while the third- and fourth-tier cities will be mainly wood-based furniture.

In first-tier cities such as Beijing, Shanghai, and Guangzhou, under the pressure of the market, many brand-name furniture brands began to transform. Home stores also follow the trend of the market and gradually adjust the proportion of furniture in the store.

Actually, in the second half of the year, Home Inns announced the opening of the "Europe and America Family Love" project, a joint market mainstream European and American classical furniture brands, to provide consumers with "one-stop" shopping services for European and American classical furniture. At the same time, Cheng Cheng Cheng also began to work hard to build a new five-and-six thousand square meters of European and American furniture halls. The original "European and American furniture world" outside the city will be moved to the museum after re-screening the brand.

Customized Furniture Industry Trends During this year's Shenzhen Furniture Fair, the exhibition first introduced high-end custom furniture halls, enabling custom homeowners to receive industry attention. Although custom-made furniture has entered the domestic market for more than ten years, it still belongs to the emerging industry, accounting for about 10% of the entire furniture market, and has huge potential for development.

In September, the Solid Wood Customs Special Committee of the All-China Federation of Industry and Commerce's Furniture and Decoration Industry Association released the 2013 China Custom Home Industry Development and Consumption ***. According to the survey, at present, the ownership rate of kitchens, cloakrooms, and private wine cellars among the approximately 100 million urban households in China is only 6.8%, which is far lower than the average level of 35% in developed countries in Europe and America.

The survey also showed that about 29% of urban households said that they will purchase and install the entire home within the next 3 to 5 years. In the next five years, the total or intentional purchase volume of China's total customized homes will be approximately 29 million units, an average of 5.8 million units per year. All kinds of signs indicate that the development space of the custom home industry in China in the 21st century is very large and the development prospect is very broad.

According to Zhang Chuanxi, Executive Chairman and Secretary-General of the All-China Federation of Industry and Commerce Furniture Decoration Association, 10% of foreign panel furniture is custom-made furniture, and domestic panel furniture is basically finished furniture. It is believed that customization of panel furniture will be a trend in the future. . Zhang Chuanxi said that in early August of this year, he visited more than 20 furniture companies, and nearly half of them were made of custom furniture. "Many of the original home-furnished, home-based businesses are now transitioning to customization."

Wu Nani said that Qumei launched the B8 3D e-commerce platform last year and its core philosophy is limited customization. Custom furniture meets the individual needs of consumers and also satisfies the need to make full use of space. Therefore, the sales of B8 are very popular. It is precisely because of this that in August this year, Qumei also specifically updated and expanded the production line of B8 furniture. Meet the rising demand.