August will be the "standard month" of the furniture industry , and children's furniture and mahogany furniture will usher in "General Technical Standards". Therefore, the response of the terminal sales market appears: children's furniture is anxious to "shelter goods and take refuge", while mahogany furniture encounters a "cold current".
Relatively speaking, the cold encounter in the mahogany furniture market is more obvious. The big stores see more people buying less people. The company's sales are declining, and the company's self-promising high-priced "treasure" furniture is scarce. We can still feel the deep mahogany complex that is "planted" in the hearts of the people, so why is mahogany furniture so hard to call? The author believes that there are three major problems in the market that need to be resolved urgently.
Question 1: The sky-high “luxury goods†in the mirror
The price of a set of bedroom furniture in Dalbergia chinensis is nearly one million yuan, and even if it is discounted, it will cost more than 400,000 yuan. The current price of the mahogany furniture market is indeed ridiculously high. Of course, companies have their own explanation: mahogany furniture is a luxury product, and luxury products should be expensive. Rare raw materials, traditional craftsmanship, and cultural connotations make its value irreproducible. What's more, the wealthy people on the market are the mainstream consumer group of such furniture, they only buy expensive ones but not right ones.
Mahogany furniture
In fact, most of the high-priced mahogany furniture on the market is not a "luxury product" at all. In addition to the distinctive characteristics of "high value", indispensable factors such as brand history, product heritage, unique design, exquisite craftsmanship, and craftsmanship are indispensable. A considerable number of enterprises believe that luxury furniture should be sculpted and overwhelmed, which is contrary to the traditional oriental aesthetics and the aesthetic trend of the times. It is not a luxury product, but it is only a short-lived attempt to force the value of luxury goods. Just like the moon in the water in the mirror, the "luxury dream" of mahogany furniture is due to wake up.
Solution: Take the initiative to put down your body, only earn a reasonable profit, and narrow the distance with consumers. Mingjia Mahogany launched activities such as mahogany repurchase, special price Taobao fair, collection auction, etc., which is to let the end customers determine the actual value of the product, and the effect is very significant because of the dedication to consumers. In this way, the rigid demand of the market has always existed, and the key depends on how the enterprise treats consumers.
Question 2: Looking forward to calling back the "artisan spirit"
In order to pursue the perfection of utensils without sacrificing the "artisan spirit" of manpower and beautiful materials, it has long been regarded as the most trustworthy password of traditional mahogany furniture. In recent years, with the expansion of the company's production capacity, the "artisan spirit" has gradually been forgotten. They are used to stitching together with small materials and adding dark colors. The machine is covered with carvings to cover the defects of wood and craftsmanship. . What's more, even the most basic manufacturing process can be saved: the wood drying process is neglected, and shrinkage and burst occur after the water is not completely evaporated to make the furniture; the tenon and mortar manufacturing cuts corners, which seriously affects the fastness of the furniture.
Solution: Capacity expansion can allow companies to make more money when the market is hot, but it must not be at the expense of quality. Control the scale, strengthen the craftsmanship and standardization process, and strive to make each piece of beautiful appearance and craftsmanship become a unique artistic treasure. Only in this way can the "artisan spirit" be displayed. For example, Wang Peijun, who is at the helm of Sangma Mahogany, is a well-funded factory, but he is modest in size. He only said that he only wants to be a boutique workshop: Sangma stores a large number of raw materials of Huanghua pear, red leaf sandalwood, and red rosewood. A considerable part can be made into a single board; based on the precious materials that are not copied, the processing accuracy is improved from millimeters to 0.1 millimeters, and the five faces of the tenon and the five faces must be "face to face"; integrated into modern aesthetics Thought, perspective and ergonomics, the pursuit of beauty throughout the entire process.
Question three: "Costume play" in the city
Ignoring the functions of contemporary life and blindly antiqued them, which led to the alienation of the furniture market . A considerable number of production enterprises bought a few albums and copied a lot of "new antiques" with the gourd painting scoop, which is known as the return of culture. Not to mention that most of them are crudely made replicas, even fine products can only be used as props for costume plays, but it is a pity that resources are cherished in vain.
The reason for this "alienation" phenomenon is that the market is blindly chasing the blame. They painted mahogany furniture and traditional furniture as equals, instead of antique, it became an alternative to mahogany furniture. The author knows the chairman of several well-known mahogany furniture companies, and they even require that the pattern on the mahogany furniture must be the original work of the famous ancient masters, and call it "furniture innovation": "Tang Yin and Qiu Ying's masterpieces are so valuable that people can't buy them. Buying my furniture can really achieve the same effect. "
Solution: Keep up with the trend of life and create contemporary boutiques. The Ming-style furniture guided the craftsmen to create a "implicit and elegant" artistic conception by the literati aesthetics, and achieved the unparalleled charm of Jiangnan Confucianism; the Qing-style furniture was used for new purposes, reflecting the imperial palace's loyalty to "take its essence, for me The self-confidence and atmosphere used by the ancients; the innovations of the ancients flourished for hundreds of years because they mastered the true meaning of life. The pace of life never stops. The evolution history of Chinese mahogany furniture will inevitably follow the trend of the times. The innovations of the predecessors have become the classics of today, and our innovations will become the classics of 100 years later.
Only innovation can expand the larger market
Some time ago, China (Dayong) Redwood Furniture Famous Products Expo held the China Redwood Furniture 100 Forum with the theme of "Technical Innovation and Brand Building of Redwood Furniture Industry". Experts and entrepreneurs made suggestions for the development of redwood furniture industry.
Mahogany furniture is not an absolute investment collection. Only on the basis of inheriting the excellent Chinese traditional culture, can we pry through bold innovations in corporate marketing concepts, brand building, material selection, production technology, structural technology, decorative themes, furniture design, etc. Move the billion-dollar mahogany furniture market. Lu Yong, vice chairman of the Guangdong Marketing Association, believes that the development of mahogany furniture must focus on brand building, and the combination of Chinese traditional culture and modern technology, mahogany furniture has a future.
Under the guidance of ergonomics theory, Su Yuan, a professor at the Central University for Nationalities, believes that the practical function of mahogany furniture has been greatly improved from the different angles of the height of the mahogany book case, the depth of the middle drawer and the knee space, and the elbow support of the desk work. space. He found that most of the mahogany tables on our market, work desk, high desk, desktop distance from the bottom of the drawer to generally too large for Narrow Room space prejudice. Long-term use will induce white-collar occupational diseases such as cervical spondylosis and mouse hand. The above problems can be solved if technical transformation is carried out.
The sustainable development of the mahogany furniture industry requires three foundations, one is the supply of wood resources, the other is a stable market demand, and the third is the inheritance and development of traditional furniture. Experts believe that enhancing the soft power of culture is the last word for the sustainable development of mahogany furniture.
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