Looking at the subtle changes in solid wood furniture from the three major exhibitions in the South

In 2011, the overall sales situation of the furniture market was that the “May 1st” labor day seemed to be good, and there were signs of good business, but the business has been bleak until the end of the year. Before and after the "Eleventh", which was given high expectations, there was no peak season every year. The peak season was not prosperous and the off-season was very weak.

Overall sales of the furniture market in 2011

First, solid wood furniture has been steadily improved , and there has not been a big ups and downs. Individual businesses are very good and business is very poor. Only individual cases are located. The manufacturers who locate the high-end solid wood furniture market in the first line are inviting before June, and the sales are ok. With the continuous suppression of real estate, the most severely affected are the manufacturers. The sales have been seriously declining. Some manufacturers are even slow-moving. The capital chain is broken and the situation is dangerous. Those who seem to be advertised to overturn the sky are not able to estimate the internal reasons. I think that I am still okay, and I am a virtual hype. However, last year's positioning in the second-tier low-end, three-line high-end (they are the same series of products in different markets appear different status), the solid wood brand business is not bad, the average estimate is steady and rising, this part of the strength base is very strong, The absolute rigid demand offsets the decline of the high-end solid wood in the first line. Therefore, the national solid wood market is improving steadily.

Second, the overall software furniture is declining, and the high-end software is seriously declining. It is generally unsatisfactory and far from the annual expectation. However, the market for soft furniture brands targeting cities at the county level or the second-tier economic level is growing. These growing brands have a distinctive feature, that is, the products are more obvious in terms of materials, styles and colors than the products in the market. Competitive, and their stores generally open at least 500 square meters.

Third, panel furniture , the high-end market decline is the most serious, long-term failure to open the bill is normal; Sichuan panel furniture also has varying degrees of sales decline, they continue to desperately promote, discount, bombing advertising, equivalent to drinking and quenching thirst, holding distribution The money of the merchants is constrained by the system, and the situation is very dangerous. In 2012, 50% of Sichuan plate enterprises began to try to turn solid wood furniture production, and the future is uncertain; Sichuan plate enterprises also attacked the high-end plate field, the main boss - all friends. The sales of panel furniture in rural towns are still relatively good. Shandong floor-type enterprises have swam in such grades and tried to avoid the impact of panel furniture enterprises. Sichuan plate furniture generally goes to independent stores in the tertiary market, or local distributor giants, producer giants to be the general agent, the scale advantage is obvious.

Fourth, mahogany furniture, has been a hot business, most of the business is good, as long as the sellers or producers who can enter the bulk of the goods in large quantities earned money, because as long as the purchase is not sold, it is rising, except for the small amount at the end of the year. There is no more volatility than the price decline.

Looking at the subtle changes in solid wood furniture from the three major exhibitions in the South

Since March last year, furniture companies have launched solid wood, which has become the highlight of the exhibition. It reached its climax in September last year. In March of this year, the solid wood furniture enterprises were even more successful in the three major exhibitions. The Shenzhen Furniture Fair became a solid wood furniture exhibition in a certain sense. The solid wood furniture brand occupied half of the Shenzhen furniture exhibition. Solid wood furniture has become a lifeline for the tired furniture consumer market? Worth thinking!

Shandong furniture enterprises have 15 manufacturers participating in the Shenzhen exhibition, namely Lai's, Zhu's, Da Lihua, Liangmu, Beiyuan Yinghui, Jiudian, Hengjiu, Dongfang Huixing, Double Happiness, Amy Home, Youjia, Jinfutong , Huayi, Medina, Qijia, etc.

Some enterprises in the South have introduced high-end small American, French and European solid wood furniture, which is relatively simple and economical in design and high-end positioning.

Experts said that the solid wood furniture of this exhibition has reached the point of flooding, lack of innovation, and copying seriously. The peripheral Sichuan enterprises have also turned to the field of solid wood furniture. In 2012, the competition in the solid wood furniture market will become more intense.

Regardless of the size of the solid wood furniture pavilion or the passenger flow, the new Chinese style furniture has become the mainstream. These furnitures are mainly full of red, heavy golden yellow or fashionable mysterious black and red, retaining the quaint features of traditional national culture, absorbing the layered sense of Chinese furniture, elegant and grand temperament, and also combining modern people's The concept of life, as well as the actual spatial pattern and other factors.

The revival of Chinese culture has led to the national self-respect and the strong expression of self-confidence. The prevalence of mahogany furniture is due to this, and people in the subconscious have to find self-confidence in this way. The design connotation of modern Chinese furniture is derived from the simplified innovation of Ming and Qing furniture, which caters to the inner needs of people in the new era.

Environmental protection and low-carbon trend have made plate furniture relatively frustrated. Solid wood furniture occupies people's strong desire for quality and life in terms of health and stability.

Sinking channels open up new series

The obvious change of the exhibitors this year is to open up new series, the channels begin to sink, and some enterprises keep the original high-end solid wood brands and open up relatively low-cost solid wood furniture series, take the fashion younger line and start to move toward the second and third tier markets. .

Shandong Enterprise Liangmu's new two series, one is the high-end black walnut "quiet" series, one is the low-end solid wood furniture series with the channel sinking; Beiyuan Yinghui developed for the second-tier cities in China and the more developed cities in the third line. The overall style is mainly simple, and the Nordic modern solid wood style red oak products - "Mu·Month - Royal Oak" series furniture, is also the representative of the sinking of the channel; another Huayi, Jiudian, permanent and other sinking channels They have also made different adjustments.

An obvious change is that large-scale exhibitors will basically introduce several series of furniture of different materials, but the main focus is different. Some merchants have introduced red oak as the mainstay because of its short growth cycle, high survival rate, and low price compared to the previous white oak, but the material properties are completely free of white oak. There is also the main push for the golden 樟, the pursuit of long-lasting products. Burmese red pear wood quality furniture also attracted a large number of people to stop to understand, a consumer told the author, because the material of Burmese red pear wood is comprehensive and cost-effective, so many people who love redwood but suffer from high prices will have this feeling of red pear. interest.

Whether it is a single series launch sub-series or a new series of new materials, there is a clear trend that prices will be lower and lower, and market channels will penetrate downward.

Simple and young design

The previous Chinese style emphasizes symmetrical beauty and complicated patterns. The furniture style is large and cumbersome, giving people a heavy feeling. Now, the new Chinese style deconstructs the original patterns, selects the standard pieces suitable for making furniture connections and decorations, and uses modern decorative techniques and ideas to express them. The graphics and paintings are elegant or fresh, bringing more people. It is sensuality, warmth and infinite reverie, breaking the more rigid symmetry. In terms of details, it combines the beneficial nutrition of foreign cultures, which is mostly manifested by linearity and fluency, highlighting another elegant style of new Chinese furniture. This new “simplification and simplification” is in line with current fashion trends. It has also brought the innovation of Chinese style furniture to a new level.

New material applications are more general

Solid wood furniture has always been favored by consumers with its natural color and durable materials. At this year's exhibition, the material of solid wood furniture has also made a new breakthrough, which has made many consumers shine.

In the solid wood furniture market in recent years, logs such as ash, walnut, teak, and cherry wood are very common, and the materials of each brand are basically the same.

At this year's furniture fair, solid wood furniture has added new materials such as tabby and ebony wood, gold eucalyptus, sea eucalyptus, eucalyptus, eucalyptus, etc., so that solid wood furniture has a different temperament. This material of tabby wood is used in solid wood furniture. Because the black stripes formed by this natural wood are more like tiger stripes, the texture of solid wood furniture is also clearer. The solid wood furniture prevailing in this year's exhibition, as well as the use of Wujinmu as a material, gives the furniture a natural atmosphere.

In addition, rubber wood is a new type of material for furniture manufacturing. Because of its unique decorative effect and relatively close to the price of the people, it has become a favorite product among solid wood furniture.

The black walnut and red walnut series of furniture products on the market, because of its rich color, deep texture, invisible domineering, design space, the dark color is still the mainstream color in solid wood furniture products, highly praised by consumers. .

The reason behind the change

Government suppresses housing market

Since the 4 trillion shocking investment to promote the misplaced policy of domestic demand, inflation is inevitable, the era of universal inflation has arrived, and no industry has survived. The government's assessment of officials is based on GDP as the main content of the assessment. At the same time, the central fiscal policy has made local finances tight. Local governments can only sell land and sell land in exchange for GDP. This has pushed the real estate industry to the deformed form of the national pillar industry. The real estate speculation is prevalent, and the people complain.

Restricted loans and purchases

The government can't do nothing, reduce inflation, and suppress real estate is the primary task. The most direct way to suppress the real estate government is to “limit loans and purchase purchases”, that is, people who do not meet certain conditions are not allowed to lend and not to buy a house. Borrowing money, money is not allowed to buy a house, this is a fatal blow to real estate. This strategy is a hard strategy for the wealthy class that does not meet certain conditions. The real estate consumption of this strike is mainly in commercial houses of 90 square meters or more.

Vigorously build affordable housing

Suppressing real estate is not the solution to the problem. There are countless poor people who need to solve the housing problem. The real estate speculation has made the people unable to afford the house. The government has to suppress the hot speculation of the property and restrict the rich to continue to buy houses. Construct enough affordable housing and affordable housing to solve the needs of all beings.

In 2011, Wen Jiabao said more than once that resolutely suppressing real estate will never waver. Even during the two sessions, the same expression will be made. Even if the government changes, China’s economic recovery will be difficult to return, and the strict policy on the housing market must wait until the entire economic environment is truly stable. Until the healthy development, this will take years of adjustment and rectification. The new government has to be sympathetic to the roots of the social stability of the people.

The above reasons can explain the full-year sales situation in 2011 and the signs during the Spring 2012 Southern Exhibition. Many companies have also done policy analysis internally. The high-end market has suppressed the housing market and the government has to vigorously promote the construction of affordable housing, which has forced companies to make their own strategic adjustments.

Future solid wood furniture consumption main force

Suitable for people who can guarantee the purchase conditions of the house. Relatively low-income people in first- and second-tier cities have a large base. They are bathed in modern civilization and have a clear sense of life, despite the bad luck.

The income is okay, young people who have a certain pursuit of environmental protection and quality of life. They do not have strong financial strength, but have a clear concept of life.

The rising talents of the second-tier cities. The middle class in the second-tier cities has stable income and pursues quality life, but with reasonable consumption, only choose the right ones and not the expensive ones.

The third-line market, the higher-thinking class, and the relatively well-paid people. They pursue quality life and their ideology begins to develop.

The third-line market is more environmentally conscious.

Young people in the third-line market, and married people. Parents have a certain amount of savings, life events, buy and buy, this base and trend are very strong.

Social wealth is not easy to create, and people who demand high cost performance.

Market positioning: income is relatively inferior, has a certain ability to consume, has its own living standards and pursuits, individual needs do not seek customary and follow-up, belong to influential people in the scope of activities in this region or this class, there is a certain Calling power, receiving new things quickly, they belong to the current social furniture consumption main force crowd, because the base is greater than any era of furniture consumption.

Solid wood furniture opportunities in the next five years

Brand description: income is relatively inferior, has a certain ability to consume, has its own living standards and pursuits, individual needs do not seek customary and follow-up, are influential people in the scope of this region or the activities of this class, there are A certain appeal, receiving new things quickly, they belong to the current social furniture consumption main force crowd, because the base is greater than any era of furniture consumption. The number of affordable housing in the first-tier market, the middle class in the second-tier market, and the young people who are pursuing rising, and the conscious change in the third-tier market.

Design requirements: the design is simple, smooth, with cultural elements, not too thick or weak, the overall harmony and harmony, visual beauty must have.

Material type: mainly dark color and gold yellow slightly darker color.

Brand awareness: There is a certain popularity in the regional market or in the solid wood series. I have heard the impression but I don’t know who it is, and I have never really seen these brands.

Brand personality characteristics: solid wood material, environmental protection and health; simple and smooth design, cultural elements embellish, a sexy vagueness; moderate price, cost performance is particularly prominent.

Furniture brands that meet the above conditions will usher in an unprecedented opportunity in the next five years. Are you ready?