After the 1980s, young people gradually became an important support for the rigid demand of the property market. They are more individualized about the decoration of the house. In the Dongguan furniture market, the demand for custom furniture is also expanding. “Consumers are the bosses of enterprisesâ€. The reporter learned that many furniture manufacturers who used to only make standardized products have already looked at the demand and started or are ready to start custom furniture.
a consumer, a market
"I want to be a shoe cabinet. It looks like an L-shaped character that falls to the left. It consists of two parts. The high one is for placing more shoes, the lower one is for sitting and changing shoes." In the month, Xiao Liu of Nancheng District walked into the exhibition hall of a custom furniture manufacturer and made this request to the person in charge.
"No problem, you talk about the details, I will draw a design picture for you."
Xiao Liu and the manufacturer determined the details of size, plate, color, price, etc., and signed the name on the final design. After half a month, the shoe was delivered to the house.
Dongguan Tangyi Furniture is such a furniture customizer. The staff of the company is busy now. The boss Liu Kangxin went on a business trip abroad, and the middle-level enterprise also said that at least until May, there will be time for interviews.
“The so-called customization is that furniture companies regard each consumer as a separate market segment on the basis of mass production. Consumers design the furniture they want according to their own requirements. Designed to produce personal exclusive furniture.†Liu Kangxin describes his own business, he said, now is the era of personalized consumption, large-scale production can not meet the unique and personalized needs of consumers, so the customization of the purpose The furniture won a market cake.
The dual meaning of "personalization"
When it comes to personalization, people will understand the personal orientation of aesthetic value. However, there is another layer of meaning for the custom furniture industry.
“Space saving should be the most important value of custom furniture. Designing furniture according to the layout of the house itself can turn some difficult corners into practical space and beautify the house,†said designer Zhang Bing.
Due to the limitations of style and size and the difficulty of integrating into the overall decoration style, the finished furniture on the market cannot meet the needs of modern urbanites for home space. A furniture salesperson said that the furniture customization method can make better use of the space while solving these contradictions. At the same time, custom furniture is more easily grasped by consumers in terms of environmental requirements. Therefore, custom furniture will gradually heat up in the market.
Some stores have custom zones
The reporter visited major home stores and found that there are some stores in Dongguan that have reserved areas for furniture customization. Even if there are companies that specialize in custom furniture, there are stores in the store, but not many.
Chen Gangzhu, general manager of Yingfeng Home Plaza, told reporters that at present, this kind of furniture customization has not formed a scale effect in the home market. After all, mass production is the main focus, and custom furniture will increase the cost of the enterprise. Many companies are reluctant to do so. There are 3 stores in the store that offer custom furniture, 2 of which are made of custom furniture, one of which is large.
He said that according to the current market conditions, the group that customizes furniture to the store is still mainly young people. Customized furniture can reflect individuality, and it is fashionable, time-saving and labor-saving, so it is very popular among them. The age group is concentrated at 30 years old. Before and after the crowd. The range of custom furniture is concentrated on wardrobes, wall cabinets, sofas, TV cabinets and other products.
Manufacturers start to play custom cards
Young people are the most negligible consumer power. Due to the gradual heat of the market, many furniture manufacturers in Dongguan who have only standardized products have begun to aim at the custom furniture.
Shi Da, sales director of Huanhua Furniture Co., Ltd., a subsidiary of Dalingshan Taisheng International Group, said in an interview that the company is also preparing to introduce furniture customization services. “For example, according to customer needs, the size is adjusted in wood. And the fabric has also changed." Although it will not become the company's main business, but in the future will open up a short-term, according to customer requirements for production. He said that this is an adjustment based on market conditions and market demand. "There are still many people who have such needs."
Since there are not many enterprises that customize furniture in Dongguan at present, Shida believes that its market potential is still very large. If you do well, you can do a lot.
Dongguan Hongqi Furniture Co., Ltd. mainly produces high-end solid wood furniture. At present, there is no customized business. However, the person in charge of the company told the reporter that the company has relevant market plans and is preparing for it.
However, because it is a "quantitative house", the price will be higher than the standard furniture. Shida said that the ex-factory price of custom furniture will be at least 30% more expensive than standard furniture, because the cost of the enterprise is relatively large. He said that because the cost of paying will be relatively large, after all, they are going to the production line and mass production of standardized furniture.
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