The demand of furniture market has already shifted from the seller's market to the buyer's market. The furniture industry has ended the period of 30% rapid growth, and entered a stage of steady development. The growth rate has slowed down, and the profit has declined reasonably. This is the current and future market environment. Enterprises must adapt if they want to adapt.
With the development of China's furniture industry to the current stage, the demand of the furniture market has already shifted from the previous seller's market to the buyer's market. The current furniture market is a market with personalized demand for furniture products Fabric Art Gallery Its richness and diversity have become the mainstream. From the perspective of the whole industry, the market downturn has lasted for many years and the competition is fierce. The furniture industry and enterprises have entered a new environment of low growth and low profits. Enterprises have made more attempts in marketing channels, product research and development, etc.
At present, new features and development trends of furniture industry products include the following six aspects:
New ecology I: product quality improvement
Improve product quality, pay attention to the application of multiple materials, pay attention to process technology, pay attention to design, etc. Driven by the supply side reform in recent years, the improvement of production capacity and quality is carried out at the same time, and the most obvious is the renewal of production equipment. In recent years, furniture enterprises have made greater investment in machinery and equipment and paid more attention to the accumulation of process technology, especially in the application of multiple materials, whether due to the aging of original machinery and equipment or the accumulation of sufficient strength, or to improve production efficiency and quality. Many furniture products are well handled in terms of hardware, glass, leather and wood combination. As far as the current furniture market is concerned, the product quality has been greatly improved as a whole while developing towards the middle and high-end direction. Especially for customized furniture, the former particleboard as the main material has been developed on a large scale. Although most of them are still made of particleboard, the development speed and profit have declined significantly, And high-end solid wood customization has developed rapidly. In addition, more investment has been made in design. In the case of a bad furniture market, furniture product design institutions are thriving. In the past, furniture enterprises mainly copied and imitated products and did not attach importance to design. However, nowadays, whether in exhibitions or in the terminal market, they mainly promote design advantages.
New ecology II: stylization and mix and match
The style of products in the Chinese furniture market has its own evolution law. From the reform and opening up of Western furniture products to the domestic market, European and American style, Italian modern simple style and traditional Chinese style furniture dominate the market and constantly adapt to the evolution of the aesthetic of the times. So far, not only has the trend of the evolution of the mainstream style of the market become more obvious, The sales of mainstream style products in the market vary from brand products to brand products, but the general direction has been accepted both inside and outside the industry at present, including the whole house customization. American style, simple European style, modern simplicity, Nordic style New Chinese Style As well as the relatively general existence of luxury furniture, each style has its own connotation. In fact, the stylization of furniture products is more in line with the market consumption demand. The personalized demand of consumers is not equal to customization, but to find the products they like. The stylized product features are more distinctive, whether it is production or investment, or consumers' purchase is more clear, especially for furniture e-commerce, stylized products are more favorable. Of course, in many cases, a single style has its limitations, so there will be some mixed products on the stage, and consumers will also choose single products according to their preferences. Most of the physical furniture stores are a series of products of one style and one store, and there are restrictions in many cases. However, some enterprises are now building comprehensive stores of multiple styles, and if they are not qualified, they will also make a proper mix and match under the advice of designers.
New ecology 3: pay attention to packaging
In this market where appearance is justice, the competition of the product itself is not enough, but also needs packaging. The product's style, texture and beauty are its own beauty, which naturally requires advantages, which is the basis. However, when building an experience store, more household accessories are needed. On this basis, the advantages are magnified and highlighted, and the importance of soft decoration design is more obvious. In recent years, soft decoration design institutions have sprung up everywhere, and the concept of soft decoration has become a hot topic in the industry, with rapid development. Many design companies that do space display design do not have soft decoration service projects, but also increase soft decoration design and procurement services. What is more obvious is the rise and development of hardbound houses, integrated furniture, whole house customization and full decoration, which has promoted the development of soft decoration. At present, furniture enterprises attach the same importance to product and soft decoration design, "people rely on clothes, furniture needs soft decoration".
New Ecology IV: Functionality and Intelligence
The multi-function and intelligence of furniture products has always been the focus of attention both inside and outside the industry. In fact, the full intelligence of the overall household has become the focus of research and development or publicity of many household appliances and furniture enterprises because of many ideas. In the past 2018, known as the first year of AI artificial intelligence development, and also marked as the first year of real development of smart home, the application of artificial intelligence technology has achieved explosive development, and the overall home integrated intelligent system has gradually matured. Furniture enterprises, especially those that advocate whole house customization, regard smart home as the main propaganda point. Of course, at present, smart home is actually more about the system integration of doors and windows, lighting and household appliances. For furniture enterprises that focus on suite furniture, it is more about the continuous efforts in the functional R&D and design of products. Many storage cabinets, tables, sofas and mattresses have been given more practical functions, Not to mention the universality of massage chairs, many tea tables can be adjusted in length, width and height, and some cabinets can be adjusted in style at any time according to the user's wishes. The furniture product jumps out from the most basic use function, and the same product has been developed by the designer with more functions. The health preserving and health monitoring products, including the intellectual and growth products of the furniture for teenagers and children, are not only more practical, but also more beautiful in the design of the product in space, which meets the practical needs of consumers in pursuit of high-quality life.
New ecology 5: common development of single products and diversification
The furniture product itself can be said to be a kind of space product, which stresses the overall coordination and beauty of space, which requires supporting and integrity. At present, the number of a new series of products of the enterprise is greatly reduced, but the furniture products are more diversified in style and richer in functional design, especially some furniture products for small families are more sophisticated in design and more diverse in materials, and some specialized furniture for the elderly, infants and children are more differentiated. The diversification of furniture products is the necessity of market segmentation and individual needs, but compared with diversification, it is single product development. The channel of single product furniture is more to support the products of other enterprises, as well as the supply network and urban direct marketing channels. Especially e-commerce channels. In terms of massage chairs, many enterprises specialize in massage chairs. There are many brands of e-commerce massage chairs with fierce competition and huge price gap. Some enterprises have opened up new channels to follow the profit sharing model. At present, there are special massage chair rest areas in various railway stations, airports, shopping malls and other crowded places in the city. A large number of single products have been launched to the market, more terminal information feedback has been obtained, and continuous research and development has been made. It can be said that single product furniture enterprises have done better in humanization and function enhancement of products.
New ecology 6: blurred boundary between finished furniture and customized products
In an interview with the media, some industry bigwigs said that there was no concept of "customized furniture", because furniture was customized from the beginning, but now it is hyped too much. In fact, every furniture enterprise is a customized furniture enterprise. Consumers themselves need to select furniture products according to their preferences. As for whether the product size is appropriate, any furniture enterprise can complete it. Some furniture products are different in quality and functionality, rather than the difference between customization and finished products. In the current furniture industry, each furniture enterprise is also making customized service projects. What is different is the difference in marketing mode between the differentiated finished furniture enterprises and customized enterprises. In the future, the concept of such customized furniture should be more diluted.
The furniture industry has ended the period of 30% rapid growth, and entered a stage of steady development. The growth rate has slowed down, and the profit has declined reasonably. This is the current and future market environment.
