With the improvement of people's living standards, the quality requirements for office furniture and building materials consumption are getting higher and higher, consumers' brand awareness is increasing, and the attention to products is gradually biased towards brands, which also makes the competition between office furniture and building materials enterprises turn. Brand competition. In the first half of this year, the national real estate market showed a trend of rising volume and price. From January to May, the sales area of ​​commercial housing nationwide increased by 35.6%. Affected by this, the market demand for office furniture and building materials will increase significantly.
Nowadays, consumers are increasingly demanding office furniture and building materials. They not only consider the price, service and quality of products, but also pursue individuality, fashion and convenience. At present, the post-80s has become the main force of home decoration, so the post-80s consumer psychology has become an important factor affecting the consumption trend of the entire office furniture and building materials market. After the 80s is a generation that pursues creative life. In terms of interior decoration, the mix and match style, fashion style and alternative decoration have become the decoration style that the younger generation likes. At the same time, consumers no longer meet the batch-type, standardized office furniture building materials, but more inclined to personalized, tailor-made products, so that the overall custom office furniture has gradually become a popular consumption. In particular, the advantages of customized office furniture, such as personality, fashion, time saving, and labor saving, have gradually become the preferred purchasing method for high-end consumers. With the increasing demand for office furniture customization, a number of companies specializing in the development of office furniture should also be on the market.
At present, custom office furniture accounts for about 10% of the entire office furniture market. As a new thing, its development space is still very large.
Brand consumption awareness continues to increase
For a long time, China, as a major country in the production of office furniture and building materials, accounted for 70% of the total output value of office furniture in the world. Although in terms of quantity, China's office furniture and building materials industry is a veritable industry; from the quality point of view, China's export office The level of furniture manufacturing has reached the high-end level in Europe, but it still lacks domestic famous and internationally renowned brands.
With the continuous improvement of household consumption levels, consumers' awareness of active consumption and rational consumption has continuously increased. Consumers are paying more attention to health and environmental protection, pursuing a more refined life, paying more attention to the style and details of products, and preferring to choose products that are in harmony with the style of home decoration to enhance the quality of life. At the same time, the era of “branding†purchase has arrived, and consumers are paying more and more attention to famous brands, which has led to the continuous adjustment of corporate strategies by office furniture and building materials enterprises, and the emphasis on brand building, thereby promoting their own quality improvement and increasing product added value. The enhancement of consumer brand awareness will push office furniture and building materials manufacturers into a new era of brand competition.
With the unrestricted expansion of information, not only the products are displayed on the shelves, but also the brand's culture, value proposition and code of conduct. Among the office furniture brands in China, domestic brands in the flooring industry occupy most of the domestic market share, and the export momentum is better.
In the increasingly competitive branding industry, in the context of highly homogenized products, life as a maverick and fast-growing style brand, its success lies in the integration of culture into the branding of flooring brands.
The brand of life, with the label of quality and taste, has profound cultural connotation. Its products are in different categories, according to different positioning, have different target consumer groups, meet the needs of different life styles (quality and taste), form a new business model with market competitiveness and exclusivity, change the flooring industry simply rely on The industry ecology of price competition has also changed consumers' traditional perception of the floor, giving the floor more "cultural" added value.
Green environmental consumption has gradually become mainstream
With the continuous strengthening of consumers' awareness of green environmental protection, green and environmentally-friendly office furniture and building materials have gradually become the mainstream of the industry. Office furniture and building materials are one of the industries that rely heavily on resources. The resource conservation of office furniture and building materials industry is of great significance to the development of a conservation-oriented economy in the entire industry. In the field of office furniture, environmental protection has always been one of the hot topics in the field of decoration. Now consumers are more demanding on environmental protection when purchasing office furniture products. They will not only know the formaldehyde content of the products in detail, but also give priority to those products that have obtained the ten-ring certification and other green household materials and green home certification. People have been paying more and more attention to their own health, so when choosing office furniture, they will pay special attention to the environmental protection of household products. In the field of building materials, home decoration materials are increasingly using environmentally friendly and energy-saving new materials. The 40 mm thick extruded insulation board can be used for good thermal insulation after installation on the roof. The effect is several times higher than that of the unmounted one. It can save a lot of electricity when air conditioning is opened in summer or winter. In addition, the use of new energy-saving materials such as autoclaved aerated concrete blocks, exterior wall coating with polystyrene granule insulation slurry, hollow double-glazed doors and windows, fireproof security doors and other building materials provides a good energy-saving and environmentally friendly environment.
Green environmental protection regulations are more perfect
Green environmental protection has become a hot spot for consumption. It also provides an opportunity for counterfeit and shoddy products to disrupt the market. In order to promote green home production, promote industrial upgrading and development, guide green household consumption, and practice environmental protection and promote healthy and sustainable development of society. Responsibility and obligations.
Wood-based panels have one of the main ways to promote green environmental protection in the home building materials industry by improving the utilization of wood, protecting precious wood resources, and maintaining the sustainable development of forests. Moreover, household products are based on wood-based panels, especially in the premise that panel office furniture accounts for the mainstream market. The green development of wood-based panels plays a vital role in the greening of the home industry.
At present, more and more enterprises have begun to assume the social responsibility of enterprises, and more and more plate manufacturers have begun to advocate green environmental protection.
E-commerce will provide a way for the office furniture and building materials industry to explore new business models. From 2012 to the beginning of 2013, the office furniture and building materials industry frequently reported the news of “water-related†e-commerce, exploring new business models and advancing with the times to become the only way for the survival and development of office furniture and building materials enterprises. The traditional domestic office furniture marketing model is to use independent stores, large national chains, local chains, large supermarkets and other channels for sales. Relying on e-commerce, the office furniture building materials industry has obtained a new effective marketing model to meet the consumption needs of a large number of young people. E-commerce represents the maximum use of limited resources by modern technology to meet the needs of consumers. Although office furniture and building materials are involved in e-commerce at the stage of exploration, small office furniture and building materials products are selling well, not all of them are suitable; office furniture and building materials are large-scale slow-moving consumer goods, product service, brand, performance and environmental protection. Sexuality needs experience to better understand; office furniture and building materials are sold to consumers as semi-finished products, all of which need to be installed on site, and the products are placed in different decorative styles to present different effects. Therefore, at present, the mode of e-commerce in the office furniture building materials industry is also a way of combining online and offline experience stores. The e-commerce solution requires a lot of manpower and material resources for post-installation and after-sales service. But overall, with the development of the Internet of Things, mobile payment and cloud computing, the future use of resources by consumers will be more concise and convenient. In the future, the office furniture and building materials industry will usher in a greater transformation and upgrading opportunities.
The market potential of the third and fourth grades is huge
With the introduction of real estate regulation and control policies, office furniture stores in Beijing and Shanghai have been shrinking. In contrast, sales in the third and fourth grades are booming. In the past, most brand office furniture companies have focused on Beijing and Shanghai as market development. However, many office furniture stores in first- and second-tier cities are not only high in wholesale and retail prices, but also under three pressures of high rent, high labor and high cost. In particular, the introduction of real estate control policies has increased the uncertainty of office furniture and building materials consumption in first- and second-tier cities. At the same time, the third- and fourth-tier cities have ushered in the peak season of the home market, repeatedly creating a sales miracle in the industry and becoming a new consumer point in the office furniture market. In 2012, the market sales of first- and second-tier cities fell by as much as 50%, while the sales of office furniture enterprises, which were mainly low-end and mid-end, reached 120%. At present, there are about 150 million households in the third- and fourth-tier markets represented by prefecture-level cities and some economically developed counties and cities. According to estimates, if the demand for these households is calculated according to 30%, the market capacity will reach 150 billion yuan. And as the income levels of these urban residents increase, so does the purchasing power. Driven by the accelerating urbanization process, the market potential of third- and fourth-tier cities is gradually turning into real purchasing power. Therefore, the development potential of the office furniture building materials market in the third and fourth grades will continue in the future.
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