Furniture begins to follow the people-friendly route
In the past two years, the Furniture industry in which the domestic and foreign markets have been sluggish has found new "excitement points"-the huge housing market and the market prospects of third- and fourth-tier cities as urbanization accelerates. The reporter discovered at the 29th International Famous Furniture (Dongguan) Exhibition yesterday that in order to compete for these "just-needed" markets, many high-end furniture brands and stores began to change the past high prices of "Qu Gao and Widow", competing to launch low-cost product Opening stores in third- and fourth-tier cities and ultra-low discounts are trying to win consumers' favor with a more intimate attitude.
The household industry shouted the slogan "Breakdown Price"
The 29th International Famous Furniture (Dongguan) Exhibition opened 12 exhibition halls, two of which are temporary exhibition halls with a scale of 260,000 square meters and 915 exhibitors from home and abroad. Because the exhibition has a high appeal in the industry, it has always been called the "barometer of the furniture industry".
The reporter discovered at the exhibition yesterday that many well-known furniture brands with high product prices in the past have played "People's Brand", aiming at Anjufang and the home market of third- and fourth-tier cities.
It looks undoubtedly a leather Sofa, but sleeps like a cloth sofa. This is a new sofa named "Technical Cloth" made by a home furnishing at this famous furniture exhibition.
"The first-tier cities and affordable housing and the third and fourth-tier cities will be the biggest opportunities in the domestic home furnishing industry in recent years." Huang Minli told reporters that in order to seize this opportunity, the brand developed a cost-effective "technical cloth" series of products to exhibit. This product looks like artificial leather, but it is actually made of special fabric. A set of such sofas costs less than 6,000 yuan, while the entire sofas produced by Minhua in the past cost more than 10,000 yuan. Huang Minli said that Minhua Furniture will not only continue to develop lower-priced product lines, but also open two thirds of the 300 new stores it plans to open this year to third- and fourth-tier cities.
It has always appeared as a high-end brand image, and certain beddings that do not open stores in third- and fourth-tier cities have also actively adjusted their product strategies. The reporter saw at the booth that both the V6 fashion fabric bed series and the 3D mattress product series have developed store opening plans for the third- and fourth-tier markets. Print out the names of a batch of third- and fourth-tier cities that do not yet have dealers, and display them at the door of the booth, hoping to recruit more suitable dealers more smoothly.
Winning the market at a price close to the people is also the strategy of the domestic home furnishing giant. Che Jianxin recently said that it will hold 105 high-end furniture brands on March 23 and 24 to hold a "two-day" "breakdown price" event. The so-called "breakdown floor price" means that the brand and factory make a profit, and the minimum discount for promotional products is up to 20%.
Starting from the product design link to focus on "people-friendly"
In fact, the high price of branded furniture has always discouraged ordinary consumers. The reporter saw in a furniture store in Houjie that a set of sofas with a price of 20,000 to 30,000 was considered to be a medium price. A Houjie local brand has a wooden Framed Mirror with a price tag as high as 9999 yuan.
A Jun, who works in Nancheng, told reporters that he wanted to buy a set of Mediterranean-style furniture when his new house was ready to be renovated. Finally, he had a fancy set in a furniture mall. Who would have thought that the price was over one million yuan.
Industry analysts said that at present, many domestic brand products are overpriced, which is difficult for ordinary consumers to bear. Under the environment of sluggish export and domestic property market regulation, adopting a people-friendly strategy to strive for the just-needed market is actually a rational return of the domestic home furnishing industry to self-reflection on the inherent model and product pricing.
"There is indeed a large price difference between current high-quality homes and low-end homes, which makes many consumers choose to purchase household items through relatively low-end channels or online channels." Che Jianxin admits that there is a problem of high prices for branded home products, and he expressed the hope that through this cost-effective promotion, consumers will be guided to realize the replacement of low-end homes with high-quality homes.
Many people in the furniture industry also realize that being close to the people is not just about low prices, but should pay attention to the consumer needs of people with different incomes from the design level.
Zhao Jiayao said yesterday that when it comes to seizing orders for Anjufang home furnishing, the positioning of the furniture must be affordable to the common people. Now that the furniture exhibition is getting more and more grand, there is nothing wrong with the concept of all solid wood and neo-classical exhibits, but the problem is that ordinary consumers cannot afford it. Zhao Jiayao believes that furniture must be designed and developed to be "friendly to the people". Because furniture design determines the cost and price of the final product. The furniture is designed according to the small size of the Anju house, which emphasizes the characteristics of simplicity and compactness. Combining functions such as folding can undoubtedly better meet the needs of these consumers.
-Tips
First Day of Famous Furniture Exhibition
The number of visitors reached a new high
The audience on the first day reached 51,216. The number of visitors on the first day of this famous furniture exhibition set a new historical record.
The reporter found that compared with the past three years, the flow of people at the exhibition site was significantly more "surging". Especially around 12 noon, the main channel of the exhibition hall is full of people, and the audience has to move slowly with the crowd.
Yu Xuhui, deputy secretary general of Dongguan Famous Furniture Club, analyzed that the number of visitors to this famous furniture exhibition has increased. One important reason is that the furniture industry market is picking up, and many dealers need to replenish the goods. In addition, some people in the furniture industry who have encountered confusion in production and operation also hope to seek the information they need at the famous furniture exhibition where information, trends and new technologies are highly concentrated.
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