Furniture enterprises trapped in the walnut camp positioning high-end filling market blank

"This is a new product that we launched in the near future. It uses the most expensive black walnut in the United States. It looks elegant in appearance, and black walnut is like a Chinese mahogany furniture in the United States. It is a symbol of identity." The black walnut furniture recommended by the furniture brand sales staff is dark brown, and the style is mainly simple. The price of a double bed is nearly 20,000 yuan. The reporter then asked if there was a discount, and the salesperson said that the new product was not discounted. The reporter then visited several well-known brands, and found that many brands have made walnut furniture a recent new product and the price is generally high, and claimed that the walnuts used are imported. In addition to black walnut furniture, the reporter also found a light brown color, golden shiny walnut furniture, the price is slightly lower than the black walnut furniture. Analysis of the Causes of "Walnut Hot"

In line with high-end market positioning

Han Baoguo, director of the 100-strong international home operation, told reporters that in 2000, the top 100 began to use walnut to make furniture. As one of the earliest companies in Beijing to use walnut to produce furniture, the reason why the wood was chosen was because of the wood In addition, this wood is also a rare wood species in the United States, which is in line with the top-end market positioning of the top 100, and this material is more suitable for Beijing's climate than mahogany.

The person in charge of the Oriental Parkson Planning Department said that the main reason for choosing walnut furniture is to meet the needs of the high-end customer base, but the mahogany market is currently too mixed, so after three to four years of market research, the final choice of walnuts wood.

Fill in the gaps in their products

In addition to cater to the market, some companies are vying for “walnut” because of their own product line. “After May 1st, we launched walnut furniture in Beijing,” said Hua Yunfeng, head of Lai's Furniture Beijing. The top 100 Walnut furniture companies led the consumption trend in the early days, and Walnut received China. Consumer recognition. Secondly, we mainly make solid wood furniture, and choose walnut to gain market recognition while filling its own product gap.

Liu Fulin, general manager of Italian furniture solid wood furniture, said that after doing market research, it was found that the material, texture and color of walnut furniture are more easily accepted by consumers, and it is a high-end material closer to mahogany.

Material conforms to brand design style

Rong Lin Shijia launched the walnut furniture series three months ago. President Qi Lin told reporters that the series has been in development for more than half a year. Walnut is chosen because the texture and color of this wood fits well with the new product design style of the Ronglin Shijia Betel series.

Experts say "black walnut" is actually "black walnut"

Black walnut is a more expensive type of walnut. Black walnut is mainly produced in the United States and Canada, especially in Missouri, Ohio and Indiana in the eastern half of the United States. The black walnut rings are clear, the bark is light brown, and the old trees gradually turn dark brown from dark brown with black. The rind is scaly at the age of young, grooved after maturity, the sapwood is yellow-brown, the core material is brown, with irregular stripes of varying shades, and the texture is generally straight. Black walnut has many uses. In addition to furniture, it can also be used as a musical instrument or buttstock. Yin Yafang, a researcher at the Institute of Wood Industry of the Chinese Academy of Forestry, told reporters that according to national regulations, walnuts currently on the market should be called "walnuts." Although the term "walnut" has been recognized by the market, it is more appropriate to call "walnut". That is to say, "black walnut" should be black walnut.

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