International furniture market learns that European and American furniture is rising against the market

Hand-carved carvings, cuts, rhythmic contours and curves have become the distinctive features of European and American furniture that distinguish it from other categories of furniture. From the reflections from various stores and merchants this year, when the overall market demand shrinks and some categories of products decline significantly, European and American furniture relies on high-end positioning to serve relatively stable consumer groups. In the long-term marketing promotion , market recognition is increasing year by year. The promotion has made the sales of European and American furniture still strong and showing a booming trend.

European and American furniture rises against the market

A chair sells 60,000 yuan, a double bed is 160,000 yuan, and a cabinet is priced at 100,000 yuan. In the Huashachi furniture exhibition hall opened recently, the price that is so unattainable is everywhere. When people are worried about the "high price" products in this year's macro-environmental market, Liu Yang, deputy general manager of Chengwai Chengjia Plaza, said that expensive European and American style furniture has not become a victim of the purchase restriction policy in recent years. Its sales momentum has become stronger and stronger.

The data from the Oriental Home Furnishing Plaza also confirmed the strong sales of European and American furniture. According to Yin Yuxin, the deputy general manager, the shrinking consumer demand caused by the property market regulation has affected the market share of many types of furniture, while the share of European and American furniture is expanding. During the May 1st holiday this year, the sales of European and American furniture in the Oriental Homes increased by 7.5% compared with the same period in 2011, which became the focus of consumption. Chen Guohui, general manager of Xiaoyue Furniture, also revealed that the sales of traditional solid wood furniture have fallen by 20% this year, while European and American furniture has risen by 10% against the market.

In the comprehensive mid-to-high-end stores such as Real Home, Red Star Macalline, and Chengwaicheng, European and American furniture is usually set on a higher floor or opened up a dedicated area. Outside the store, brands such as Meikemeijia, Yitong International Home, Yazhen, and Klass are generally operating in an independent flagship store model. In the suburbs, many European and American furniture that are exported to domestic sales are sold in warehouse stores.

According to the reporter's observation, compared with the situation of plate furniture, building materials and other categories in the promotion season, the European and American furniture are “not warm” in the holidays and in the usual times. According to industry analysts, the passenger flow is evenly distributed and the customer price is relatively high, making the sales of European and American furniture appear more stable during the market volatility.

High price and high profit?

The robustness of European and American furniture also shows the strong purchasing power of the high-end furniture market. Zhu Guangyu, director of Peking's furniture marketing, believes that although the sales share of high-end goods will decline when the whole market is sluggish, the extent is smaller than that of ordinary commodities, which is in line with the global economic law. Chen Lixia, general manager of Beijing Yuan Henry Hardwood Furniture Co., Ltd. said that the popularity of Chinese and Western mix styles has made high-end people who are keen on mahogany furniture begin to accept more comfortable European and American furniture.

In addition, merchants generally reflect that if a few years ago, European and American furniture mainly aimed at successful people with economic strength of over 40 years old to meet their demand for luxury, then along with the promotion of European and American furniture brand year by year and the localization of products More and more young people and wealthy newcomers between the ages of 30 and 40 have turned their attention to this category, and on the other hand have expanded the market cake of European and American furniture.

High-end positioning, high prices, will inevitably be reminiscent of "profiteering", but most European and American furniture brand merchants do not agree with this statement. Chen Tao, vice president of Yitong International Home Furnishing, said that most of the European and American furniture are artificially carved, can not be produced by the assembly line, the output is relatively low, and the requirements for craftsmen are strict, so the price is higher. Overall, European and American furniture is similar to pure solid wood furniture. The 140-square-meter three-bedroom matching European and American furniture is more reasonable between 100,000 and 150,000 yuan. "But consumers see high-priced European and American furniture in many stores. Too much circulation leads to a superposition of prices, with a virtual high component."

Chen Guohui, general manager of Xiaoyue Furniture, also believes that the profit rate of a piece of European and American furniture is indeed higher than other categories. However, the overall size of European and American furniture exhibition halls is generally larger, and the cost of decoration alone is nearly one million, and then the production link is considered. Labor costs, store rents, marketing expenses, etc. in circulation, "only 20% of companies are still making money."

Market visit

Consumers are not sensitive to price

On May 12, the reporter visited the European and American furniture exhibition area on the fifth and sixth floors of the Red Star Meikailong East Fourth Ring Shopping Center. This area is clearly more "luxury" than the panel furniture, mattresses and sofas on the lower floors. According to rough statistics, there are more than forty brands including Peugeot, Royal, Duke of York and Louise. Each brand has a small exhibition area of ​​300 square meters and a height of 1,000 square meters. The products in the exhibition hall also cover many styles such as classical, rural, rural and post-modern.

In terms of product prices, the reporter saw that most of the products did not label the so-called "high price", but similar to traditional solid wood furniture. For example, the price of a double bed in the Duke of York exhibition hall is about 10,000 yuan, and the price of a sofa with 1+2+3 seats in Peugeot furniture is about 20,000 yuan.

Although the day was Saturday, the reporter noticed that there were not many consumers who came to buy European and American furniture. It is not uncommon to see only the shopping guides and empty customers in the exhibition hall. In this regard, the Midi furniture sales staff said that on the one hand, European and American furniture brands are relatively stable in the price system, and the holiday discounts are almost the same as usual. On the other hand, consumers are usually high-end people, and the price sensitivity is not high. Restricted by working hours, "when the holidays or holidays, many of these successful people choose to travel abroad, and instead choose to buy furniture when there are few people and quiet." Other brand sales personnel also confirmed that consumers basically do not pay attention to promotions, so the overall sales season is not prosperous, the off-season is not weak.

sound

Follow the trend, stick to the long term

In the entire home industry chain, the European and American style, solid wood wind, plate style wind and other trends have been scratched a lot of rounds, and the manufacturers following the wind have also suffered a lot. The reason is that when people feel the trend, it is often the most intense moment, and this time the production follows the trend, and the trend will pass when the product goes on the market.

Therefore, the follow-up is not something that any enterprise can pursue. It must be pursued to be stable and stable. Blindly follow the trend, it is better to adhere to the long-term development of your company's positioning.

Don't be superstitious about pure import

The consumer groups in Europe and the United States are relatively slower in price sensitivity, which is related to their economic strength, and the external environment has little impact on them. Basically, European and American furniture is used to improve housing, while consumers who improve housing are more concerned about the quality of the product itself.

Consumers must be rational when purchasing European and American furniture. First, don't go to the superstitious foreign brands. This is the usual trick for businesses to mislead consumers. In fact, China is the world's largest furniture processing and exporting country. Many big brands are produced in China. Second, do not be superstitious about the so-called pure import, many brands have doubled their worth because of the so-called imported blood. When the people are elected, they must look for a few well-known brands and big chain brands.

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