When the outside world is talking about the trend of plate furniture, red apple furniture has become one of the few defenders. However, the buyers who are now in front of them are not the main consumers, but the generation that once had a feeling for the plate.
Supporter
Tianjin Shengjia Home Panel Furniture Division is mainly responsible for the director of Red Apple Furniture Brand. Recently, it is the peak season of consumption in the furniture industry. “Golden September and Silver 10â€, grasping this time period is equivalent to grasping the furniture of this year. The tail of the consumption season.
Shengjia Home is a large-scale home business agent, mainly doing sales of some first-line furniture brands in various regions. Red apple is the patron of this service provider, and is one of the few panel furniture producers. Whether it's their official website or other areas that can be displayed, they will be marked with a red apple in a prominent position. In Tianjin alone, Shengjia Home has opened more than 10 red apple furniture stores in major furniture and building materials stores, and also set up a panel furniture division for Red Apple.
In the home industry, there are not many companies that have only produced one style of furniture for more than 30 years. The red apple is the most typical one. When the market trend changes significantly, most companies choose to follow the trend, or directly change their style, or add new popular elements on the basis of the original. But Red Apple doesn't seem to take it for granted. The furniture company that started in Hong Kong and started to go to the national market in Guangzhou has been making panel furniture since entering the industry.
Panel furniture practitioners' perception of panel furniture is based on wood-based panels, with stickers or furniture with wood-patterned veneers. Before and after 1995, Chinese panel furniture experienced the first development, which was divided into two groups. The northern enterprises are represented by several state-owned enterprises, most of which are plate-type combined with solid wood; while the south is mainly Hong Kong-funded enterprises, and Red Apple is one of them.
In the era of the Chinese economy, panel furniture has gradually played a major role in hundreds of millions of Chinese families. During the prosperous period, such a market not only cultivated many panel furniture brands such as Dynasty furniture, Fuzhidao, Huayuanxuan, left and right sofas (sofa decoration renderings), red apples, etc., but also cultivated three major panel furniture production areas in China. Guangzhou, Sichuan and Zhejiang. Because the place of production is in Guangzhou, red apple furniture belongs to Guangpai furniture.
Like the trend of other industries, although the furniture industry has been updated slowly because of the characteristics of the industry, after more than 20 years of development, the original flourishing panel furniture has begun to decline from Guangzhou. Beginning in the first half of this year, Huayuanxuan and Fuzhidao, representative enterprises of Guangpai Furniture, were repeatedly bankrupt or suspended. Although the most representative company, Dynasty Furniture, has repeatedly changed its big name spokesperson, but its main business is still in a downturn. In the second half of the year, Huaren Industrial, another representative company, also announced its closure.
Xie Ruibiao, a practitioner in the furniture industry, believes that the turning point is due to the serious homogenization of plate furniture and overproduction. And most furniture industry practitioners also believe that the trend of panel furniture has gone, the market is gradually being eaten by solid wood furniture. Most famous enterprises that were originally engaged in the production of panel furniture have also begun to transform. According to sources, Huayuanxuan has added a solid wood furniture processing factory, and the furniture of the Dynasty has also begun to vigorously market its new solid wood furniture.
“Major interest rates have fallen, and many brands have successively withdrawn from the first and second tier markets.†Xie Ruibiao said.
However, Red Apple Furniture does not seem to see the changes that are taking place outside. In the relatively large furniture stores in Tianjin, one enters a variety of solid wood furniture brands, and the original brand of panel furniture will open at least one solid wood museum. Qumei Furniture is a representative enterprise of Beijing panel furniture. In the 900-square-meter exhibition hall of Tianjin Youyi Road Jiayi Home City, they originally set up a solid wood exhibition hall. However, red apple furniture only has a panel furniture hall, or some will add a panel furniture custom pavilion.
Xie Ruibiao said that in 2014, many of the first- and second-tier markets of Red Star Macalline, Yuexing, and the House Suite area of ​​the House of Life were left with only the Red Apple family.
Outdated or persisted
Pan Shouzheng, a home industry practitioner, is not surprised by the performance of Red Apple. According to his observation, the replacement of red apple furniture has been slow, and several pieces of furniture have been produced for many years, and this is an important reason for the formation of red apples.
As he said, at present, several red apple furniture stores in Tianjin are undergoing trade-in activities. The 65-year-old Mr. Zhang is in his shop in Shilin Street, Tianjin. He told the new financial reporter that several furniture used to decorate the house a few years ago. I can still see it in this store now.
Another characteristic of red apple furniture is that there is almost no design. The tables, wardrobes, beds and sofas placed in the store are mostly the most common common styles. The white ones are pure white and the red ones are pure red.
The manager of the store said that the product with design elements in the store is now a wardrobe. However, this is not a simple design result, but two paintings are attached to the original wardrobe.
"The red apple's furniture has no design, but the style is simple and very eye-catching," he said.
For the lack of design, update and replacement of Red Apple products, but in the process of industry elimination and integration, but can survive, Pan Shouzheng believes that this is because they still have some skills in channel management and brand promotion. In Tianjin, Red Apple is mainly operated by Shengjia Home. It not only sets up a special panel furniture division, but the director is a well-known industry person, and pays attention to advertising in various malls. The business manager in the store is also enthusiastic in the entire mall. When you meet customers, they will stick to a recommendation. When they see the customer's interest, they will ask the customer to sit down and talk in detail.
However, it is not difficult to survive. The future development direction of Red Apple is most worrying to the industry peers. After all, independence does not mean that the market is yours, but to face more encroachment and pressure from other categories of operators such as solid wood furniture.
The staff of a furniture store in Tianjin described that at present, the popularity of many furniture stores in Tianjin is not too high. The only customers in the Red Apple Furniture Store are mostly elderly people who look like 50 years old. The newly added custom pavilion is mainly made up of panel furniture. Occasionally, it will be equipped with several leather beds, chairs (chair decoration renderings) or sofas, but the shape is not fixed. In the future, they don't know which direction the red apple will go.
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