Furniture Market Research Report
Furniture plays a very important role in people's daily life of clothing, food, housing and transportation. Furniture is an important category in creation design. In the development of modern design, furniture design is often at the forefront of the times. Guide the direction of design. An excellent home design must not only have a fashionable and coordinated main style, but also some small household items that play a key role cannot be ignored, and chairs and tables are the most important supporting roles in the living room. Therefore, when purchasing a chair, in addition to considering its style, you must also fully consider its practicality. Below is the bamboo furniture market research report I compiled, welcome to refer to it!
Different materials, types and functions of wooden tables and chairs:
Materials
Features and combinations
< p> Tables and chairs made of glassTables and chairs made of glass have made great progress in recent years, especially the overall shaped tempered glass tables, which are more streamlined and seem to be filled with water. flowing in the living room. Because it is made of glass, such a table has a clear, fresh and transparent texture. Through the air of light and shadow, it has a three-dimensional effect, which can make the space larger and more energetic.
There are many kinds of chairs that match the glass table. Rattan fabric chairs, wooden chairs, etc. are all suitable for matching the glass table. The table that combines carved glass and iron art is more suitable for a classical style space and goes well with the large American leisure chairs.
Wooden tables and chairs
Wooden tables and chairs can give people a warm and peaceful feeling. Mahogany tables and chairs, wooden carved or parquet tables and chairs are noble and rich, and are more suitable for creating a European classical or Chinese classical atmosphere. Generally speaking, the tables in European classical furniture are also edged with metal to make them look more gorgeous.
The simple wooden table is very suitable to match the currently popular light-colored leather sofa or fabric sofa. The pure mahogany coffee table belongs to the Chinese style, and the matching should also correspond to the Ming and Qing style tables and chairs. The wooden chairs are also classical and a habitual use in life.
Stone tables and chairs
Stone tables mainly highlight their texture. The naturally occurring patterns on the stone can make people feel a sense of boldness and natural beauty
A table made of marble is suitable for placement in a large living room, paired with luxurious leather sofas or high-quality mahogany furniture.
The chair has a relatively small practical scope and is generally used in public places.
Modern furniture should regard functionality as the main factor in design, using modern advanced technology and a variety of new materials and processing techniques, such as stamping, molding, injection molding, thermoset molding, plating, and spray painting. Baking paint, etc. New materials such as stainless steel, aluminum alloy plates, pipes, fiberglass, hard plastics, leather, nylon, plywood, and bent wood are suitable for industrial mass production requirements. It is necessary to give full play to the material performance and structural characteristics, and to show the inherent shape, color and quality of the material. Combined with the requirements of use, pay attention to the simplicity of the overall structural form and eliminate unnecessary unnecessary decoration. Without being bound and affected by traditional furniture, under the condition of using new materials and new technologies, a large number of unprecedented new forms have been created, achieving great revolutionary achievements and marking a new contemporary culture and aesthetic concept. Furniture products themselves are for human use. Therefore, the scale, shape, color and arrangement of furniture design must conform to the physiological and psychological scales of the human body and the activity patterns of various parts of the human body, in order to achieve safety, practicality, convenience, comfort and beauty. purpose. The design of modern furniture should also emphasize the combination with ergonomics.
1. About the fashion trends and styles of furniture
Judging from the positioning of the target market:
Common people and ordinary working-class people are low-level, The main consumer group at low prices. This part of furniture is still the mainstream of consumption. Their requirements are: simple and practical with modern beauty; more functions to make full use of the limited living space; they want mid-to-high-end design and style, but the price is mid-to-low, so they can feel that they are worth the money psychologically. . This is a huge market group.
This type of consumer group is still dominated by no-name brands, because
they are good at plagiarism and imitation, and poor at originality and design research and development. Therefore, they can use their various cost advantages to attract a large number of middle and lower-level consumer groups.
On top of this are furniture manufacturers targeting the middle and high-level consumer groups. This group of consumers includes managers of enterprises and institutions, urban "white-bone elites" (white-collar workers, backbones, and elites) who are successful in their careers, independent in thinking, and have obvious pursuit of individuality. They pay more attention to the cost performance, design style, materials and brand positioning of furniture. There are many manufacturers in this sector, and they each use their own original designs and technology research and development for target consumers to meet the needs of consumers who pursue different styles; such as Federal, Red Apple, and New Vision , Aonai, Dickson, Dynasty, Fuyun, etc.; there are also high-end furniture targeted at urban upstarts or rich people, who are at the top of the consumption pyramid. There are usually villas. The fourth floor of the second phase of Lecong International Furniture City features Louvre as the representative furniture brand, mainly targeting this type of consumer group. Judging from the original popular styles, there are mainly the following types:
·Dynamic, energetic, sunny, and bright modernism
General furniture hopes to create a peaceful and peaceful interior. The environment uses exaggerated shapes and brilliant colors (large areas of primary colors) to create a dynamic, energetic, sunny and bright indoor environment. Many pieces of furniture can be moved, adjusted, and combined to become any other desired functional piece of furniture. The use of bright red, orange, and colorful stripes activates the eyes in an instant. Such as the federal "California Sunshine" series, Hong Kong red apples, "Superior OOD", etc.
·Neoclassicism, elegance and Ming and Qing style
Neoclassical furniture embodies the elegance of Jiangnan and the elegance of traditional Chinese furniture, both in terms of design and culture , can serve as spokespersons for China's excellent traditional culture; on the basis of the old Ming and Qing Dynasty homes, they combine modern people's pursuit of simple fashion, cut out the complex and simplify, and add modern design elements. Integrate modern lifestyle and aesthetic taste into it, and carry out innovative design based on tradition. The style is elegant, timeless and full of spirituality. It is paired with plum blossoms, orchids, bamboos and chrysanthemums, musical instruments, chess, calligraphy and painting as the background or ornaments. For example, "Ming and Qing charm", Federal Furniture New Ming style, Ziyun, etc. all inherit the style of traditional furniture.
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This type of furniture has both the modern and popular simple style and the traditional Western "Baroque" elements. From what we can see from various private cities, the colors of this type of furniture are mostly black, white, and wood, making them low-key and restrained. Every seat and dining table looks simple, but in fact it is a perfect combination of function and art. Behind the unique style is a unique attitude towards life that is calm, calm and rational.
·The new naturalism of logs, raw materials, and original flavors
Avoiding the hustle and bustle of the city, getting close to nature, and being in the mountains, rivers and countryside, is the simplest and most essential idea of ??human beings.
After becoming successful, "retreating to the mountains and forests, smiling proudly" is the wish of those who pursue success and excellence. Therefore, get close to the unmodified and carved plants and enjoy the raw, rough and natural beauty. In this way, you can get the pleasure of "making money in the bustle and settling down in a quiet place". Judging from my inspection this time: all kinds of logs, water plants, rattan, and hemp account for a large proportion. Some log, rattan, and aquatic furniture are "as new as before" and look plain. Such as
"Yitengju". Some are slightly modified, with light powder makeup and the popular simple style. It appears more modern and more consumer-friendly. Such as Federal's "Home Furniture" series.
Judging from the communication with terminal salespersons and some consumers, the demand for solid wood and wooden furniture maintains a high upward trend; modern panel furniture is also favored; rattan furniture will be popular due to its unique shape. Satisfy the pursuit of people with cultural and artistic accomplishments; metal furniture has declined slightly; wrought iron furniture has slightly increased; fabric sofas will win more attention than leather sofas, and those with removable and washable cloth covers will be more popular;
< p> ·Young, simple, relaxed and dreamy childishnessThe most immature, simple and relaxed should be teenagers. With the improvement of economic conditions, some families also set aside time for children to show their individuality. ized space. I think some urban white-collar workers who still have childlike innocence and pursue childlike fun are also consumers of this style. In terms of color, bright light colors or pinks are mostly used. The colors are rich but not cluttered, making it a very childlike combination.
2. About the original design of furniture
Products are the cornerstone of marketing. In view of the current competitive situation in the furniture industry, they should be the core competitiveness of enterprises. There are two reasons for this. First, the furniture industry is still in the initial stage of market development, that is, the stage from product power to sales power. Classic marketing theory believes that the development of the market will be mainly divided into production stage, product stage, promotion stage and marketing stage with the development of competition. In industries that are in the product stage to the promotion stage, the core competitiveness of the enterprise is reflected in the competitiveness of the product. (Industries in the latter two stages do not mean that products are unimportant, but they cannot be called core competitiveness.) Second, home design is a commercial art, which is different from other durable consumer goods. The embodiment of our symmetry has beauty and collectible value, and becomes more precious as time goes by. This is especially true for furniture, especially original furniture made of natural materials.
So how does good design come about? Of course, good design must be supported by people (professional design talents, even design masters) and finance (research and development funds and costs). There must also be good corporate mechanisms. But these issues will not be discussed here. What I want to think more about below is the original ideas and sources of inspiration for the design. Any art, including commercial art, "is only national and global." The longer a country has a history, the deeper its cultural heritage, and the more things worth exploring. Including Chinese traditional culture (such as Feng Shui, Five Elements, Bagua, Yin and Yang), folk culture (such as folk houses, folk art), regional subculture, etc. This is the source of inspiration for commercial design including furniture design. Similarly, Chinese learning is the body, Western learning is the application, and combining Chinese and Western elements, that is, adding Western design elements to our inherent style (original core competitiveness), is also one of the directions of thinking;
Zhuangzi said " The beauty of heaven and earth cannot be overstated." Nature is the source of our inspiration and creation. When we experience nature with subjective feelings, what we see is "humanized nature". Because our mood, personal taste, and literacy at the time are different, even when we face the same nature, our feelings are completely different. . When we create materials from nature, we are faced with the "humanization of nature." For example, "Xiaochuang Youji" and "Xiangshan Red Leaves" from the Purple Rhyme Series of Federal Furniture. These can be understood as the "humanization of nature" created by absorbing natural elements or images, and "searching all the strange peaks to make drafts." I think this should be the eternal source of original design in the furniture industry.
Among the popular elements, there are things that belong to the level of style and personality (such as Baroque, Gothic, and Rococo in the architecture industry, Impressionism, Cubism, etc. in the painting art), and there are things that belong to the trend level. Things (such as the latest popular personality and style things) have no time limit and will last forever. Trendy things generally reincarnate in a cycle of five to ten years, and fashionable things generally become obsolete in one or two years. Therefore, from furniture design From the perspective of analysis, things that belong to the level of style and personality should be adhered to. Things that belong to the trend should be catered to, and things that belong to fashion can only be used for decoration;
3. About price and value
The competition in the furniture industry is still in the transition period from the initial stage of competition to a more advanced stage. Judging from the retail profits of the terminal and the number of manufacturers in the industry, the decline in profits of manufacturers and dealers is an inevitable trend. . Like other industries such as the home appliance industry, price wars will be inevitable. The result of the price war is the reshuffle of the industry, leaving some companies that are leading in cost, product design, technology research and development, flexible and advanced marketing models, and high brand awareness in the market. oriented enterprises.
At present, there is a huge disparity in terminal retail prices in the furniture industry, which is mainly due to the different market positioning of each brand.
It is impossible for a company to survive simply by engaging in a price war. A value war rather than a price war is the best survival strategy. In fact, any brand of product has a psychological price in the minds of consumers. This price difference is caused by the company's brand positioning, product design, technology research and development, service, and lasting communication. The company's positioning of the brand is not entirely equal to the positioning of the brand in the minds of consumers. The main reason for this difference is errors in brand communication. For example, the products are too old, the research and development is outdated, the brand appeal is confusing, the service is poor, etc. The R brand of K Group is a typical case. Although the R product has many leading technologies, it uses price as a one-sided method and neglects to communicate the added value of the brand to consumers. As a result, the brand gradually ages and loses its balance in consumption. It turns out to be a high-profile, low-priced product in the minds of consumers. Therefore, regarding the price issue, we cannot simply reduce prices to increase sales. Instead, we should clarify the psychological price point of the company's brand in the minds of consumers (it is difficult to know this, but it can still be obtained through research), and use various effective methods to Use communication tools and long-term brand strategies to manage the brand and increase the added value of the brand.
4. About building a brand
Whether to build a brand or sell, this is one of the most talked about issues among marketers, and it is also a problem that marketers have to face. Although there is no correct standard answer, it is still possible to eliminate misconceptions. The only purpose of building a brand is to sell. This is the unanimous answer from everyone. When some people talk about building a brand, what often comes to their mind are the overwhelming TV and newspaper advertisements and promotions. In fact, this is an extremely superficial understanding of branding. Although widespread advertising can quench a temporary thirst, it cannot solve the deep-seated problems of an industry or enterprise.
What is a brand? A brand is the positioning of a company’s products or services in the minds of consumers. The establishment of a brand relies on persistent communication with target consumers. There are two key points here. One is to have Clear brand positioning, that is, what it says to target consumers. Second, all communication elements of the company (products, prices, packaging, channels, on-site layout, promotions, public relations, advertising) are constantly communicating with target consumers. From this, we know that newspapers and television advertisements are only one of the tools to communicate with consumers. For some consumer durables (such as industrial goods) it is not even the primary communication tool.
Behind the brand is culture, and this is especially true for the furniture industry. The furniture industry is one of the few durable consumer goods that pays too much attention to design art. When building a brand, you must manage the brand. This is a long-term and systematic project. When we make brand decisions, we must always ask ourselves, who are our target consumers? What are our benefits commitments to target consumers? Can our product support this commitment point? How to develop our brand personality in terms of culture and trends? Where is the entry point with consumers? (When? Where?) How was the contact with them? (What kind of appeal style? Choice of communication tools?)
It is impossible to fully realize an ideal thing, but you can keep moving towards it. The same is true for advanced communication theory. It is impossible for us to achieve scientific brand management in a complete sense, but we can use it to guide our practice. Establishing real and long-term brand capital is the best choice for enterprises. Therefore, brand building must also be closely integrated with advanced marketing concepts, profound cultural heritage, target market selection, people-oriented innovative design ideas and modern production technology elements. ;