Market: Increased competition in market segments
"Shuffle in advance" originated from the chat of several home store executives last week: their words revealed speculations and worries about "more than 10 home stores emerged in Chongqing", but they agreed that: market segmentation, market reshuffle The card will become the focus of the industry in the past two years.
Some people predict that in 2013, the Chongqing furniture market will present a watershed segment of market segmentation: Actual Home and Red Star Macalline will rely on their own brand influence to gather mid-to-high-end furniture brands and develop into the market in depth; the market position of CAE International is still not Shaking, but will adjust the product structure to meet the real needs of the public and mid-to-high-end consumer groups; the mid-to-high-end furniture professional market will rapidly expand to form a regional gathering business district; Proud Furniture City, Jin Guanyin Furniture City, Shanghai 100 Furniture City, etc. Volkswagen Furniture City, competitiveness will face the test.
However, although the mid-to-high-end furniture market and the mass-market furniture market are at first blush, the trend of the former leading the market is irreversible in the competition between the two.
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Consumption: Low-end furniture faces embarrassment
In the past, Chongqing consumers installed houses, and the cost of purchasing furniture accounted for about 25% of the total decoration costs. However, with the rapid rise in furniture consumption levels, consumers who pursue personalization have invested 40% of the total decoration investment in furniture. % ~ 50%, an increase of about 15% ~ 20%, especially the taste of consumers began to tend to European and American style decoration and furniture.
As such, if a new house with an area of ​​100 square meters is designed according to the American style and the decoration cost including the main materials is 80,000, the owner must spend at least 30,000 to 40,000 yuan on all American furniture in the living room, bedroom, and study. If it is a villa, the purchase of large and medium-sized brands of American furniture, according to the bed, bedside table assembly, sofa assembly, bookcase, desk assembly, etc. are calculated at 100,000 yuan, at least 500,000 yuan to buy furniture.
Therefore, the level of furniture consumption has risen sharply, and branded furniture is naturally on the rise. The low-end furniture at the base of the consumption pyramid is overshadowed by the lack of taste. Therefore, some people in the industry estimate that with the furniture market segmentation, the market will wash after three years. The card may appear for a year and a half in advance.
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Area: Pan-American business district is gradually taking shape
A street of nearly one kilometer in Huangniyan, Jiangbei, has formed a European and American furniture business district within a year, breaking the inherent “dock-style†furniture market structure of Chongqing.
Up to now, the No. 1 Royal Furniture (operating area of ​​6000 square meters) of European and American furniture, operating the unified furniture mainly of American furniture (3000 square meters), Vierville custom furniture (nearly 10,000 square meters), the US-American furniture specializing in the production of European and American furniture (View map) (nearly 1,000 square meters), Sandalwood Island No. 1 (10,000 square meters) of Grand American furniture, Henry Day (more than 3,000 square meters) of European and American luxury furniture, and Fuyi Furniture (1800 square meters) of American furniture in China Waiting for seven professional furniture stores, the prototype of European and American furniture is gradually emerging.
If you add the Da Vinci stores that operate top European and American furniture brands, the Red Star Macalline Longjiang North Store European and American Furniture Museum, the actual home European and American Furniture Museum, and the R & F · Mercure and Longhu MOCCO homes that will open, and the industry peak style Hui (Zheng Merchants Furniture), etc., then a “Pan†European and American furniture Jiangbei business district has been born, and the “Pan†Nanan furniture business district composed of CAE International, Red Star Macalline Nanping Furniture Boutique, and Hundred Years of Home Furnishings are in court .
Price: European and American furniture varies
European and American furniture vary in price due to different brands, grades, craftsmanship, and material selection: a sofa assembly has a price of 20,000 yuan, 100,000, and even more than 200,000 yuan.
Of course, if the material is made of American wood with mahogany wood and yellow flower plough in Southeast Asia, and the details such as parquet are well-made, it is a high-end furniture and is mostly used for villa decoration. Generally, the prices of mature brands are high. On the contrary, the prices of some furniture products that are exported to domestic sales and do not have the brand advantage are relatively cheap.
In the "Louvre" of the actual home, a dining table (including 6 armchairs) of the famous American brand Olins large American furniture , the price is more than 120,000 yuan. Henry Dai's mahogany bed costs 50,000 yuan, while the Huanghua plough bed costs more than 100,000 yuan. In addition, the "conceptual marketing", such as Will's tailor-made and Meikemeijia's design services, is also accepted by high-end consumer groups. Therefore, high-end consumers such as villas and high-end residences that require large American-style furniture, pay attention to the value of brands, materials, craftsmanship, and design. They don't care about the problems of spending 500,000 yuan and millions of dollars.
However, the mid-end consumer market composed of petty bourgeoisie, white-collar workers, officials, Confucian merchants, literati, etc. has huge space potential and has become the main battlefield for European and American furniture to compete in the Central Plains. It is understood that Royal One (the price is not discounted), a set of oak bed, bedside table, dressing table, makeup mirror combination furniture, only 12,999 yuan, two desks , bookcases 12,990 yuan; unified international furniture 39800 yuan, 89800 yuan package includes More than 10 pieces of combined American furniture such as birch bed, sofa, dining table and desk. In other words, if a petty bourgeoisie with a new house of 100 square meters (including the main material) invests 60,000 to 80,000 yuan in decoration, then another 30,000 to 40,000 yuan can create a comfortable, elegant, tasteful, casual American style Home life. (Litian)
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