In the future, the pattern of solid wood furniture will change

According to authoritative data, in 2010, the Chinese furniture industry maintained a growth rate of 25%. However, judging from market feedback, many domestic enterprises, especially solid wood ones, made little profit in 2010, and even suffered large losses. How did such a result occur? What happened to solid wood furniture?

Four major dilemmas in development

Facts show that the Chinese furniture industry has transitioned from quantitative growth to qualitative transformation. In an increasingly mature market environment, the number of stores opened and the number of dealers rising are no longer criteria for judging whether a brand is successful and profitable. It is a pity that many solid wood home business operators have not recognized this situation, which has led to increasingly serious problems in the domestic solid wood furniture industry. Specifically, solid wood furniture faces the following four difficulties.

First, the solid wood enterprises are flooding. In the development process of China's solid wood furniture for more than 10 years, with the huge market demand and extremely low industry threshold, it has attracted many enterprises to share the food. The hot market has contributed to the expansion and proliferation of Chinese solid wood furniture in the short term. Many small and medium-sized enterprises that make panel and soft furniture have abandoned their original products and transformed to specialize in solid wood furniture. At the same time, many large enterprises are also excited, adopting a diversified development strategy, including solid wood into the production category, and further expanding the product line, making the management of the enterprise more and more difficult. This impulsive behavior of following the trend of profit has added a large number of new "solid wood brands" to major front-line shopping malls. The solid wood furniture market has become more fragmented, and regional competition has become increasingly fierce. The original chaotic furniture industry pattern It seems even more chaotic.

Second, homogeneous competition cannot be changed. At present, many furniture companies lack a clear market positioning and strategic direction, which blindly imitates and plagiarizes the stereotypes, making "homogeneous competition" an inflexible weakness for solid wood furniture. The homogeneity of solid wood furniture is not only reflected in the process, technology, design, packaging, but also in terminal display, shopping guide, promotion and other aspects. The consequence is that the market and consumers have a vague impression of the products produced by the enterprise, and the sales volume of the products cannot be raised, resulting in problems in inventory, logistics, management, etc.

Third, the shortage of raw materials caused the cost to soar. According to the survey, the amount of precious wood used in China's solid wood furniture market far exceeds the total amount of trees in China. In order to protect forest resources, China's forestry authorities have become increasingly strict in their review of logging. Taking Heilongjiang as an example, the volume of trees harvested in 2011 dropped sharply from 4.4 million cubic meters to 900,000 cubic meters. At the same time, China's log import channels have also been blocked as major wood-producing countries have increased restrictions. At present, the supply of logs in China is very tight, and the prices of raw materials have skyrocketed. Solid wood furniture has reached the position of "a clever woman can't cook without rice". Fourth, the market is chaotic. With the rapid growth of solid wood furniture companies and the unlimited increase of primary brands, the number of solid wood furniture has far exceeded its due consumption capacity. In order to increase sales, various merchants have tried every means to hype the topic of "solid wood", not hesitating to seize the market with excessive means such as price wars, promotion wars, and even "field destruction tests". In addition, with the soaring prices of solid wood raw materials and the introduction of new standards for solid wood furniture, solid wood home companies have to take the risk of violating the rules and punish them by violating the rules.

Two ways to survive

From the perspective of the development trend of solid wood furniture in China, high-end and quality will inevitably become its last chance to survive. In other words, solid wood home companies face two major outlets.

First, lock in the "new Chinese" style. From the furniture exhibition in March 2011, solid wood furniture accounted for about 1/3 of the entire exhibition, and many businesses invariably hit the "Chinese style", modern minimalist style solid wood furniture became the mainstream, accounting for the entire solid wood exhibits 80%. In style, the new Chinese style blends Chinese and Western cultures. Taking Yun Dian's "New Insight" series as an example, although the furniture's "shape" is European, the "God" is Chinese. Window grilles, begonia flowers, auspicious clouds, butterflies and other Chinese elements can be seen everywhere, exuding a strong oriental The beauty of culture. In addition, the Chinese series such as "Han Culture" and "Tang Culture" appearing on the market recently also have this characteristic.

Second, seek "survival of the narrow path". The shortage of solid wood materials will make the solid wood furniture have to shrink from the front, from a large area to a "narrow channel" development mode: on the one hand, the number of solid wood home companies is reduced and the scale is shrinking; , Collectivity is strengthened and becomes a part of luxury consumption. In particular, mahogany furniture will strengthen the positioning of its high-end artworks and will enter the stage of brand wrestling. Some mahogany furniture with low brand awareness will be eliminated from the market.

The earliest furniture is made of solid wood, and the love for solid wood furniture is an important inner appeal of consumers. Therefore, the market demand for solid wood furniture in China will exist for a long time. However, the damage caused by various market abuses and the increasing shortage of solid wood resources have forced solid wood home companies to face choices, and smart businesses need to make rational and keen judgments.

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