In the Wuhan home store, the outdoor furniture business area accounts for about 2% of the entire store. The products include hanging chairs, rattan tables and chairs , wrought iron products , and sun umbrellas. At present, the outdoor furniture market in Wuhan is mainly aimed at high-end residential and high-end leisure places, and has not spread to more popular consumers. With the development of economy and the change of life concept, the concept of outdoor leisure has become more and more popular. The high-end outdoor furniture brand stationed in Wuhan is cultivating the market by means of disseminating leisure ideas, integrating products in multiple ways to create an overall leisure concept.
High-end market opportunities
Due to different living concepts and living conditions, outdoor furniture has a high penetration rate in the West. At home, it is still not the mainstream of furniture, and even as a “luxuryâ€, and the consumer groups are mostly high-end people. Therefore, the lifestyle and consumption level of urban residents is a key factor in the development of the outdoor furniture market. For example, cities with strong leisure atmospheres such as Changsha, Chengdu, Suzhou, and Hangzhou will have a relatively large demand for outdoor furniture. In economically developed cities such as Beijing, Shanghai, and Guangzhou, high-income people account for a large proportion, and these people pay more attention to quality of life. Therefore, the design style and quality of outdoor furniture are also higher, and the brand is more important.
In Wuhan, high-end outdoor leisure consumer groups have gradually formed, and the rapid development of high-end real estate and high-end outdoor leisure places has made the market demand for local high-end outdoor furniture increasing. Demand means business opportunities. The author understands that international brands such as agio/MBM have entered Wuhan and seized the market.
Multi-material, multi-category, high quality, can occupy the high-end market
The author learned in the Wuhan market that the current high-end outdoor furniture brand stores create a whole casual atmosphere with multiple materials, multiple categories and high quality, and spread the leisure concept, such as the agio shop in Hankou, which displays outdoor leisure sofas, leisure beds, dining tables and chairs. Swings, racks and other different styles of products. Its products include rainproof, sun-proof, corrosion-resistant, non-deformable PE rattan, aluminum metal that is not easy to rust, high hardness, sprayable cotton that is easy to dry and water-permeable, and high-grade wear-resistant marble countertops. In addition to a wide range of products, good quality, quality service is also a powerful weapon for high-end brands to occupy the market.
In order to highlight the high-end positioning, outdoor furniture companies give priority to high-end furniture stores when selecting channels, and because outdoor furniture products need a relatively open environment to create a sense of leisure, the store hall has become a must for major brands. A dealer revealed to the author that from the store display to the sales, every link and every detail must be refined to win the favor of local high-end customers. “In the past, there was no high-end outdoor furniture products in the home market in Wuhan. The low-end products could not meet the procurement requirements of high-end real estate and high-end leisure places because of the quality, design and service. Therefore, the high-end brands settled in, which satisfied the high-end people. Need, fill the gap in the market." At present, the dealer's customers include Wuhan Vanke Golf, F World and other high-end villas, many real estate model houses and high-end club star hotels will also choose their products.
The low-end product market will tend to shrink
Although high-end outdoor furniture is optimistic in sales in Wuhan, the low-end outdoor furniture products still dominate the market. This part of the product can only meet the basic needs of consumers, mostly for the production of parasols, tables and chairs, hanging chairs, the quality is not high, lack of design, rough materials, single category. The distributors of these products can't compete with high-end brands in terms of business philosophy and service concept. They only sell products, and they have not risen to the height of spreading outdoor leisure culture.
However, with the development of the city and the improvement of the quality of life, consumers' demand for products will become higher and higher, and the sales of single products will not be able to meet the market demand of higher standards in the future. The pace of urban development in Wuhan is accelerating. No matter the urban planning and living standards of residents are accelerating, the market demand for high-end outdoor furniture products will also increase sharply. The low-end product market will gradually shrink with the progress of the times.
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