In the era of individuality, home has long been a representative of life taste and vision. At a time when housing prices are high, space is an extremely scarce resource. Custom furniture has become a new trend in the home industry.

The home sales trend report released by the home store Red Star Macalline in the first half of 2013 shows that personalized consumer demand has gradually become the mainstream of the market, and custom furniture will become a new growth point in the home market.

Customized furniture brands have quietly targeted the Zhongshan market, and they are striving to gain a firm foothold and plan to expand their territory. The development prospects are promising.

"Tailored"

Close to personality needs

In the view of Mr. Li, the person in charge of custom-made furniture Zhongshan store, the most prominent feature of custom furniture is the distinct and individual choice, that is, customers can, according to their own ideas, fully communicate with the designer and then conceive the furniture they have in mind. The concept becomes a model and becomes a real thing.

Since the main business of the store is customized for the whole house furniture, the custom samples can be found in the dining room, living room, foyer, bedroom, wardrobe and kitchen. Various types of furniture have a variety of styles, such as the Shangri-La style with classical Zen, the simple and stylish Milan style, and the quiet and elegant American pastoral style.

In general, after the customer visits the exhibition hall, selects the style and the board, the custom furniture company will go to the site to measure the size of the furniture needed in the customer's home, and then the designer will design the renderings. The customer can adjust the size, function, structure and color of the furniture in the rendering according to his own needs until the plan is finalized. Most of the process is “My furniture is my master”, the designer just gives guidance and technically completes the furniture design.

In the era of inch-inch gold, how to make rational use of home space is extremely important, and custom furniture seems to have a natural advantage in this respect.

Take a Japanese-style tatami furniture of Weiyi as an example. In addition to the separated wall cabinets and drawers that are everywhere, under the tatami, a number of storage boxes are also hollowed out to uncover the surface planks. Objects, space savings are rare.

Similarly, in the Federal Gordon, a variety of telescopic metal poles, foldable wardrobe doors can be seen everywhere, but between the square inch, but can make a lot of storage space.

Product targeting

Young home buyers

In analyzing the consumption trends of the home industry in the first half of this year, the relevant report of Red Star Macalline believes that custom furniture will become a new growth point. One of the reasons is that with the growth of the new generation of consumer groups after the 1980s, personalized consumer demand has become the mainstream, and custom furniture is in line with the requirements of modern young people to admire individuality.

In this regard, Mr. Li, the person in charge of Weiyi Zhongshan Store, said that the target group of Weiyi is the group of young people after 80s and 90s. The demand for home ownership of this type of people has become more and more vigorous, and the traditional furniture production and sales models have been unable to keep up with their pace in terms of style, craftsmanship and consumption concepts. The personalized choice brought by custom furniture, This has become more competitive.

In the years of working in Zhongshan, Mr. Qiu, the head of the Federal·Gao Deng Zhongshan Store, said that the store is mainly engaged in the customization of high-end wardrobes. As far as the reaction of the Zhongshan market is concerned, the customers of the second-home buyers are the mainstream people in the wardrobe customization.

In addition, the small and medium-sized units that are mainly needed for real estate are increasing, and traditional finished furniture is gradually unable to meet the demand for space utilization by consumers. This also gives custom furniture an opportunity to develop.

The relevant person in charge of Red Star Macalline predicts that high-end custom furniture has accounted for about 10% of the entire furniture market. The demand for custom furniture is expanding and the development prospect is huge.

The response of Zhongshan stores is also roughly in line with this trend. Despite the short time in Zhongshan, Weiyi Zhongshan Store was awarded the runner-up of Jane's home sales due to high transaction volume and high sales. The Federal Gordon, with the influence of its first-line brand in the industry, has long been rooted in the stores such as Zhongshan Fuyi Decoration Plaza and Jane Eyre Home.

Missing standard

Shocking industry order

However, many people in the industry are worried that although the custom furniture industry is gaining momentum, it lacks uniform industry standards, which has adversely affected the overall order of the industry.

When talking about the industry standard of custom furniture, Zhang Juming, deputy director of the Beijing Municipal Quality Supervision Bureau, told the media that there is no special standard for domestic custom furniture, but whether it is customized or not, furniture manufacturers should produce according to the general standards of furniture, such as the country. Standard "Limits of Hazardous Substances in Wood Furniture" (GB 18584-2001), "General Technical Conditions for Wood Furniture" (GB/T 3324-2008).

However, in terms of materials, environmental performance, and price, when customizing furniture, consumers actually still agree with the manufacturers themselves. Due to the asymmetry of information between the two parties, the materials provided by the manufacturers are shoddy, exaggerating environmental performance, arbitrarily raising or lowering the price, etc., which still causes the consumer's interests to be damaged, and the whole industry has vicious competition and uneven quality. Mismatched chaos.

Mr. Qiu, the head of the Federal·Gao Deng Zhongshan Store, revealed that some custom furniture brands allow local distributors to process products locally. The final situation is that although the products are branded with well-known brands, they are not really customized products of the brand.

Mr. Qiu believes that if the custom furniture brand is to continue and benign, it should consciously abide by the basic rules of the furniture industry and be responsible to consumers. In the production of products, we cannot blindly pursue mass production, but we must forge quality with professionalism. In the future, in the field of custom furniture, who is more professional and more focused.

Mahogany furniture can also be very trendy

Once upon a time, everyone thought that mahogany furniture was only suitable for successful people or older people. However, in the past two years, the “prejudice” of young people to redwood has been constantly melting, and the “redwood” complex in modern homes is a sight to behold. In order to conform to the aesthetics of young people, some mahogany furniture has added fashionable design elements to create a young artistic life.

Entering the exhibition hall of Hongguxuan, a variety of red and white wooden tables with Chinese and Western design will immediately come into view. The essence of these elegant and modern mahogany furniture is to blend the classic oriental elements into contemporary design, using modern design language to interpret the unique meaning of oriental culture. They are no longer a simple style division, nor are they simply stacking the original elements, but based on the recognition of traditional culture, the modern elements and traditional elements are effectively combined to create the aesthetic needs of modern people. The traditional style of home style has kept the veins of traditional art inherited.

At present, some mahogany furniture that integrates Chinese and Western design inherits the traditional charm, so that many 70s, even 80s, and even some 90s gradually turn their attention to the new Chinese-style mahogany furniture integrating tradition and innovation.

Because mahogany furniture is generally dark in color and complicated in style, the impression to consumers is that the villas or large-sized houses must be placed with classical mahogany furniture, otherwise the home will be crowded. However, the sales staff of Hongguxuan introduced that more and more young people have come to buy mahogany furniture in recent years. They like the charm of classical furniture, but they don’t like the cumbersomeness. The brand is also producing for the aesthetic appeal of young people. Some lines are simple and smooth with mahogany furniture.

In fact, in addition to practical furniture such as chairs and beds, some furniture such as screens and cases are more popular among young people. For example, the screen is used for windshield, barriers and decoration of furniture, but from the market situation, modern people buy the mahogany screen is more concerned about the cultural meaning of the screen in the wind, the wealth and the backing.

Bo Ke said that mahogany furniture is very particular about design. With the introduction of Western design concepts, in recent years, in addition to classic and antique, mahogany furniture has added more elements of Chinese and Western integration. The variety of styles and styles provides consumers with more choices. Consumers can choose from a variety of aspects when choosing furniture, instead of holding the retro, classic concept.

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