In recent years, health and environmental protection has always been a concern of the furniture industry and consumers. Therefore, the solid wood furniture market is unprecedented, sales have almost occupied the total sales of the entire home market, and the plate-type homes have been left out. The plate furniture products have been reduced year by year, and the environmental protection has caused the industry to fall into disrepair.
Brands such as Qumei, Baiqiang and Yifeng, which were popular in the field of panel furniture, have slammed into the solid wood furniture market. The new solid wood furniture of these brands is often placed in the most eye-catching position of the store.
Wen Shiquan, chairman of Yifeng Furniture, once said that the wood furniture is still in the future, but the solid wood furniture is more soft and more valuable because of its shape, and it is easier to create a simple, stylish and personalized texture in the design, so there are also A certain amount of considerable market.
Zhang Jingping, marketing director of Green Island Home Beijing Co., Ltd. said that on the market, panel furniture still accounts for half of the total, and solid wood furniture is only two-fifths of the total. The rest is soft furniture and other furniture. In the past five years, the overall trend of solid wood furniture has increased, and the market share of panel furniture has shrunk.
“The proportion of the solid wood furniture market is growing at an average rate of 5% to 8% per year.†Shen Yaojun, vice president of Beijing Jimei Home Market Group, said that although the number of sales is higher than that of solid wood, the former has a price advantage. However, at least in the next three years, the proportion of panel furniture will be reduced, because people's consumption concept has changed, and the environmental performance requirements of furniture are getting higher and higher.
“This is totally different from the West.†Shen Yaojun said that in Europe, the proportion of consumption of panel furniture is getting higher and higher. First, the foreign furniture manufacturing process is mature, the harmful substances of panel furniture can be reduced to a very low level; Strong sense of consciousness, that plate furniture uses less logs and can protect forests from excessive felling. In the past few years, many panel furniture broke the scandal of excessive formaldehyde and quality, which caused panic. Consumers had to consider the health problems of themselves and their families. People with spending power would try to buy solid wood furniture.
Non-environmental protection caused the plate furniture to shrink
Liu Yang, deputy general manager of Chengwai Chengjia Plaza, as an insider, has witnessed the ups and downs of solid wood furniture and panel furniture over the years. "In the past few years, because the thresholds for the manufacture of panel furniture were low and the quality of the panels was uneven, many large and small brands have emerged." When it comes to the arduous fire of panel furniture, Liu Yang still remembers it. "In recent years, panel furniture has gradually become a brand. The market share of manufacturers with good reputation and good environmental performance has steadily increased, while small manufacturers with little reputation and unstable environmental performance have closed down and exited the market."
Liu Yang said that with the popularization of environmental awareness, more and more consumers pay attention to the environmental performance and quality service of furniture. If the sheet itself is not up to standard, or the edge-sealing process is not in place, it will not be favored by customers. . Because of the environmental protection, low formaldehyde content, and the gradual popularization of prices, the consumer groups are gradually expanding. Some panel furniture manufacturers saw the business opportunities, but also tried to walk up the solid wood route, such as the top 100, Italian style, etc., the market response is good.
"And solid wood furniture is now more and more refined, the original is mainly domestic wood, and now many imported wood, the sense of quality is stronger. In the design, the former solid wood furniture shape is slightly dull and bulky, the purchaser is older Large; now I have added a lot of modern (modern decoration renderings) elements, become more foreign, attracting the attention of many young people, among them economically strong will choose to buy these beautiful and environmentally friendly solid wood furniture."
How to deal with panel furniture?
Faced with the success of solid wood furniture, how should panel furniture manufacturers respond? Shen Yaojun believes that panel furniture manufacturers should look beyond the long-term, further expand production scale, reduce production and logistics costs, and increase market share. Looking back at the industry reshuffle in recent years, he said that all furniture manufacturers with large production capacity and competitive prices have survived. "In the future, domestic home furnishing brands will gradually reduce and concentrate. The larger the scale of production and the lower the price, the more likely it will be the final winner."
Yu Xiusu, secretary-general of the Beijing Furniture Industry Association, stressed that panel furniture manufacturers should strictly control the raw materials and production processes, adopt environmentally-friendly plates, improve the edge-sealing and other process technologies, and eliminate formaldehyde release. Thus, the products can still be environmentally friendly; The fashion trend of cheap and styling design can still occupy its own place in the market without being eliminated.
In addition to working on production, Shen Yaojun also suggested that manufacturers can try to change the cooperation mode with dealers. “Now some factories are trying to set up their own branches all over the country, do not cooperate with dealers, and hope to fully generate production profits and operating profits. The result is not satisfactory, and many factories have not succeeded.â€
Shen Yaojun said that the current market is mainly the distribution model, that is, the manufacturer produces and sells in the store. The interests of the dealers are not directly linked to the manufacturers. Can it be changed to a shareholding cooperation model? The interests of the manufacturers are tied to the dealers. The more the manufacturers sell, the more the dealers earn, which may prompt the dealers to adjust their strategies, thereby increasing sales and achieving a win-win situation. .
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