Premier Wen Jiabao issued a warning to the economic outlook twice this month. "The current economy has not yet formed a stable recovery trend, and economic difficulties may continue for some time." From the perspective of small and micro-economy, the difficulties in the home industry may continue. For some time, Beijing’s commercial retail industry maintained double-digit growth in the first half of the year, but high-end consumption experienced negative growth. Shin Kong Place, which operates international brands, grew by 14.9%, down 27.9 percentage points year-on-year, while Scitech Shopping Center grew by -6.2%. , a year-on-year decrease of 9.6 percentage points. Last year, the sales of the entire furniture industry chain declined. About 30% of the hypermarkets lost money, and this year they will expand to 50%-60%. In the first town of domestic furniture export, Dongguan Dalingshan Tianlong Babu, more than 30% of furniture enterprises In a state of loss, the phenomenon of bankruptcy is still spreading.
Difficulties in the high-end market, difficulties in the home industry, high-end home market can not be difficult? Although the difficulties may continue for some time, the home industry is not afraid of high places, still doing "high-end dreams."
Every foreign product must be high-end
It can be said that China's modern home furnishing industry began with learning and imitation, and was also affected by the admiration of the old big brother's property market in the upstream. The domestic household products were regarded as high-end and luxury, so that the imported household products were all muddy, and the foreign models and the foreign names were The fake foreign devils also followed the high-end network super girl, so that the home market is mixed.
After all, big waves and sands, the market position of foreign brands is diverging, and the real high-end foreign brands are classified into the high-end market. Despite the famous "Da Vinci Incident", they do not reduce their enthusiasm for entering the Chinese market, especially "Italy." "Manufacture" is a pioneer, such as the international fashion home decoration exhibition held in Beijing, the Italian national pavilion highlights its top-level home concept, Affi leather floor (decoration renderings) using ancient tanned leather and handmade Craftsmanship, also the Dilaso High-Quality Summer International Furniture Fair Deer Ding Ji, home exhibits like works of art, reflecting the long history of Italian furniture, the artistic characteristics of high-end brands and international fashion.
The Italian CECCOTTI includes collections, study rooms and modern furniture. The modern collection for young and rich people, made of black oak, is only “entry levelâ€. Previously, American furniture was also adored by young and wealthy people. Most of their ages did not exceed 45 years old, engaged in IT, real estate, culture, entertainment and so on.
Where the solid wood must be high-end
The improvement of household environmental protection standards and the warning crisis of forest resources have made the solid wood furniture become the main appeal of the market. In particular, Chinese people have natural preferences for solid wood. If they buy low-priced “solid wood†and “pure solid woodâ€, "All solid wood" is like "holding the treasure", so that the sheet furniture gradually withdraws from the high-end stores.
It is necessary to activate the national standards for children's furniture, but some children's furniture stores such as Jisheng Weibang and Red Star Macalline have long passed the customs and have long been high-end. They all call Nordic, North American or Russian. Pine, all solid wood, can not use formaldehyde, automatically reach E0 level, naturally no need to raise the price. The cypress family of Chuanpai carried out product adjustments. First, it was upgraded. Secondly, it was new. “There is not much difference with Guangzhou furniture.†The Nordic modern style of pure solid wood pushes “Kashiwagi†to the high end, and Senton said that the economy is not Well, domestic demand is weak, but it is also necessary to go against the trend and position high-end solid wood furniture.
The mahogany furniture market is of course at the high end. Although there are still many problems of integrity, quality and price, the relevant market conditions are arguing endlessly, but “high-end products will not cut prices but rise slightly†almost become a consensus, such as wenge, teak, pineapple Gee and other "quasi-redwoods" are also prepared to "ascend to heaven".
Where development will be high-end
To build product chain, market segment, and enhance brand... All the princes in the home industry have sought development, and development is just synonymous with entering the high-end market. The wardrobe will be “speaking†and the cabinet will be “singingâ€. , the toilet will be completed into a "physical examination", the "bathtub" will become "healing", is it high-end?
The most eager to get rid of the "great army" image and rank among the high-end ranks, when the number of plate-based Chuanpai furniture Chengdu International Furniture Industry Exhibition with "star endorsement" will be the pressure of Guangdong furniture exhibition, including Wu Mengda, Liu Xiaoqing Tengger, Li Jiaxin, Guo Donglin, Chen Hong, and Zhang Guoli, He Jiajin, Huang Rihua, Fang Zhongxin, Shi Xiaolong, Huang Xiaoming and other "Shenma" stars, Lu Dingji, behind the star phenomenon is paving the way for entering the high-end market, that is, pulling out the third- and fourth-class cities. Entering the first- and second-tier cities, "this year is a high-end year" has almost become the consensus of Sichuan businessmen. At the same time, all-you-round opened a flagship store and experience hall in Beijing.
Entering the high-end in the name of development, including upgrading the added value of the products, Weifa was once the largest audio brand in China, and later completely transformed into the cabinet industry, using acoustic wood processing technology to produce cabinets, "the hair is so big cracks" Can be avoided, when 90% of the cabinets are positioned in the space of 20,000 yuan, it rises to 20,000-25 million.
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