Customized product market demand highlights the rise in sales of panel furniture products

Despite the shrinking market, panel furniture with simple shape, stable performance and high cost performance has always been a popular form of furniture on the market. Under the pressure of high cost investment and low selling price, the industry has no doubt about the future consumption demand represented by panel furniture, and will seek changes through various ways such as research and development of products, brand promotion and mode change.

Since the rise of panel furniture from a decade ago, it has been the most popular form of furniture on the market, and many brands are well known to ordinary consumers. Liu Aihua, director of furniture marketing for Elvis Presley, said that the simple and smooth shape of the panel furniture is suitable for small-sized apartments with limited space, plus the advantages of stable performance, easy assembly and good handling, and has always been favored by young consumers.

The reporter learned that ordinary wage earners and consumers in third- and fourth-tier cities need furniture with practical functions and reasonable prices, rather than so-called expensive wood and artistic value, so the demand for panel furniture is also very large. Hu Lan, the general manager of Shangpin's home company in Beijing, also pointed out that many middle-income home buyers in the first-tier cities, especially well-educated white-collar workers, have a certain pursuit of life, paying more attention to the cost performance of furniture products, and brand-type furniture for this part of consumption. The crowd is also very attractive.

However, industry insiders also said that due to the long-term homogenization of the panel furniture market category, it also has a certain impact on the consumption demand of panel furniture. Especially in the furniture market in Beijing, because it is often associated with words such as “formaldehyde exceeding the standard”, “simple style” and “low cost”, some consumers are deeply convinced that solid wood furniture is superior to panel furniture, so from design and products. Innovation has become an important way for many panel furniture to enhance the vitality of the brand.

Product outlet

Customized product market demand highlights

At present, the market demand for customized panel furniture is prominent. Customized panel furniture can not only make reasonable planning for space, but also allow users to participate in product design services, which is favored by consumers.

Ke Jiansheng, general manager of Sophia Customized Wardrobe, said that the customization of panel furniture involves many personalized services, and the fine and more detailed supply chain makes it an effective complement to traditional panel furniture, accounting for about 10% of the entire furniture market. There is huge room for development.

Multi-element products expand the market

Lin Gaobao, chairman of Green Island Furniture, said that furniture products have now entered the wood furniture market from panel furniture. In addition to the combination of wood and wood furniture, non-wood materials such as plastic and metal also make the panel furniture more design. The market for panel furniture such as steel-wood combined and rattan wood is further subdivided.

At the same time, the cladding technology of panel furniture is more diverse, with imitation logs, antique textures and metallic finishes, providing more treatment for some high-quality furniture.

Market outlet

Increase selling points and increase the profitability of panel furniture

● Zhu Guangyu, deputy general manager of Peugeot Furniture

The increase in costs of factories, materials, labor, store rents, marketing expenses, etc., makes the profit of panel furniture a single digit. Beijing's panel furniture market has taken the lead in “home appliance” in the home industry. In the future, the way out for panel furniture should be improved by looking for some selling points from existing panel furniture to increase corporate profits.

For example, next we will take some energy to make relatively high-end plate products, incorporating new materials and processes. In addition, ordinary panel furniture has huge consumer demand. Although this benefit is very hard, the company has social responsibility to do this part of the business.

Independent marketing system guarantees profit

● Chen Tao, Vice President of Unicom International Home

Panel furniture is the grassroots of the entire furniture consumption, accounting for more than 50% of the furniture, and the future will continue to rise.

The thin and thick profits of panel furniture are inextricably linked with the sales and operation modes of enterprises. Some manufacturers believe that the profitability of panel furniture is low, spending a lot of money to establish channels, the input-output ratio is too small, and the cost recovery time is too long. Therefore, panel furniture manufacturers rarely have a complete independent marketing system, and most of the sales channels adopt the franchise or agency model. After the establishment of the independent marketing system, enterprises can save channel construction costs when distributing goods. The cost saved can be rewarded to consumers on the one hand, and can be our profit growth point on the other hand.

Different opinions

Panel furniture is still the direction

Design is the bottleneck, original design will become mainstream

● Chen Baoguang, Vice Chairman of China Furniture Association

Panel furniture represents the future direction of Chinese furniture. At the International Furniture Fair, it is in line with the current development trend to see plate furniture made in foreign countries, design fashion and materials environmental protection. In China's market, panel furniture represents the needs of consumers. There is no need to blindly turn to expensive high-ends because of channel costs.

Design is the bottleneck

● Chen Xiaotai, President of Baiqiang Furniture

I never think that the plate furniture market has shrunk. The Italian furniture company, which is mainly designed, has experienced more than 60% of the development of plate furniture for so many years. In fact, it is better than solid wood and classical furniture. Nowadays, some enterprises have transformed into solid wood furniture and European and American furniture. They only expand different markets. Our fundamental improvement is in design. This is the bottleneck of Chinese panel furniture.

Original design will become mainstream

● Hu Fangxu, Chairman of Maige Furniture

At present, panel furniture is undergoing shuffling, and brands and products that focus on original design will become mainstream. The industry must change the perspective of manufacturing, and go out of the practical era, but also the sense of design. Although the original design is risky, once the unique design features of the brand are formed, the price competition is embarrassed.

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