Grasping the international trend, the furniture of all roads is the first

Who builds a platform for people to live?

Who drives the progress of the industry?

Who is quietly rising in the market downturn?

Who influences people's attitudes towards life?

Who is the "most" of the home?

At the end of 2012, at the end of 2012, we reviewed the hot spots of home consumption, combed the industry context, and looked forward to the future of the home market.

The period of buying furniture "painful and happy" is gone forever. In 2012, furniture purchases became the most practical part of the whole family layout.

Faced with the difficulties and changes in 2011, the furniture brands took painstaking efforts and spent nearly a year completing self-improvement and upgrading. Lowering the body from the consumption gap, how to meet the new consumption demand and find a differentiated market gap in a limited time, in order to survive and splendid, in 2012, furniture companies suffered a lot.

The new round of shuffling is over. In 2013, we will see more furniture brands with connotations, designs, services and principles. In contrast, in 2013, we will also use more reliable furniture products.

[the most intelligent]

Product line extends to lock the consumer groups

Representative: Unification International Home, Super Comfort International Home, Silk mattress

The trend of furniture consumption is gradually becoming different. Faced with the fact that consumers who love pure imported furniture or domestically produced European and American style furniture but do not have high consumption power, some furniture brands have chosen the “most intelligent” treatment method – subdivided product lines. Provide "foreign" furniture of high and low price for different consumer groups.

In 2012, Unicom International Home used high-end furniture to attract high-end consumers, while developing plate and soft furniture for mid-end consumption; many imported furniture under the umbrella of Super Comfort International Home, at least 30% lower price next year, this is acting as an agent. The result of “price-for-price” is the result of the US mattress brand, Sealy, which has established a domestically-made line brand called “Silk Life in One Piece” for Chinese users. The price of new products is only three-thirds of imported products. one……

Or cut prices, or create domestic lines, or upgrade additional services, when the aura of imported furniture gradually recedes, how to survive and develop in the fiercely competitive Chinese market has become their compulsory course. Industry insiders bluntly, after this round of rational and fierce battles, some of the "foreign" furniture with low technical content will become popular consumer goods, and it is expected to enter the homes of ordinary people in 2013.

[The most international]

Introducing and coming out to make a big international style

Representative: Top 100 Furniture, Ruichi Furniture, Blue Morning Home, Da Vinci Home

If the Chinese consumer's home vision is opened, it is not to be thanked for the brand that has gone international.

Since the top 100 furniture has opened up the top 100 international homes, consumers have finally seen the “most German” German-style furniture, craftsmanship, materials and details, all of which are appalling. In the meantime, contemporary design furniture from Italy also opened up the idea of ​​“new minimalism”. The simplicity is not simple, the simplicity is also very artistic, plus the enrichment of different series of free brands. The top 100 furniture makes people feel thirsty. .

I have to go out when I introduce it. At the same time as creating the "China Design" business card, several major moves of Ruichi Furniture this year have allowed the international market to see the "international standard" of Chinese products. First, in April, the large-scale art installation was unveiled at the Milan Furniture Fair. At the same time, in 2012, Ruichi opened 10 new international brand stores, and the total number of overseas specialty stores rose to 43. The new store sites are all local high-end. The business district is adjacent to the top international furniture brands. The newly opened flagship store in Cologne, Germany, is located in the city's most prestigious furniture street, Hohenstaufenring, and is another key layout for Ruichi's entry into the European mainstream market.

Blue morning home has repeatedly exerted strength, and has introduced many top Italian brands to the country. In the home of the family, the products represented by the blue morning almost occupy half of the country. Whether it's luxurious handmade furniture or classic lighting, the blue morning's future plan will be to create a whole home for the high-end crowd.

Although the shadow of the Da Vinci home event has not yet dissipated, it is a foregone conclusion for the BTG Group's shareholding in Da Vinci's home. At the new starting point, Da Vinci has its own new plan, continue to strengthen cooperation with international fashion big-name home, form factory cooperation with American brands and lower prices, etc., Da Vinci's face is quietly changing.

[The most close to the people]

Renewal subsidies + affordable housing will facilitate the convenience of the people

Representative: Top 100 furniture, Italian style furniture, non-same furniture,

Temple of Heaven furniture, strong furniture, super comfortable international home

In 2012, it was the most cost-effective year for consumers who had just purchased furniture.

First of all, while the Beijing Municipal Commission of Commerce and the five major stores in Beijing implemented the “furniture replacement for furniture” campaign, Tiantan furniture, strong furniture and ultra-comfortable international homes also reviewed the situation and gave 10% to 15% through the momentum of “trade-in”. Unequal renewal subsidies have solved the problem of "what is the old furniture?" for consumers who bought the furniture in an independent store. Among them, the powerful furniture is located in Shijingshan, Tongzhou, Changping, Huairou Yanjiao and other seven independent stores to give 10% of the new offer; Tiantan furniture reset the name of the Jinyu Tiantan Home Experience Center, will be held for the old customers The old-for-new discount will be given to the activity, that is, on the basis of the original discount of the purchased furniture, a 15% new discount will be given; the ultra-comfort international home brand independent store will also give a 10% to 15% renewal subsidy.

Secondly, in order to allow consumers in Beijing to buy more “quantity” products, Red Star Macalline teamed up with the top 100 brands, Italian style, strong, non-similar and Ai Ruisi brands to launch “safe housing” furniture at the beginning of this year. . Small, multi-functional, cheaper than similar products on the market is the common point of these furniture. In the field visit, the newspaper learned that the “protection room furniture” of the top 100 brands, the Italian style, the non-conformity, the strong and the Irene brand have also officially entered the Red Star Macalline Chaoyang Road shopping mall. These “special product” styles Relatively simple, the color is clean and bright, and the price is lowered by 20%-30%. Regarding the question of whether the quality and environmental protection of “special furniture” are up to standard, the five brand owners who participated in the event said that there would be no problems.

[most reliable]

Adhere to the quality improvement service to make the furniture market "old name"

Representative: Feimei Furniture, Peugeot Furniture,

Yuan Henry classical hardwood furniture, A home children's furniture chain

Solid wood furniture, custom furniture, children's furniture, mahogany furniture, where there are hidden products, where to buy the most assured? How to determine the positioning of consumers in the minds of consumers, and become the first brand of self-employed products to be "smuggled" by consumers, is undoubtedly the subject of many furniture companies in 2012. Through unremitting efforts, Feimei Furniture, Peugeot Furniture, Yuan Henry Classic Hardwood Furniture and A Home Furnishing Furniture Brand List are well-known and have been recognized by consumers and peers, becoming the “most reliable” furniture brand.

It is not difficult to find out that it is not easy to find that it is easy to say "most reliable". Peugeot Furniture insists on the research and development and production of solid wood furniture. In order to adhere to the quality and ensure the complete unification of the production line; Feimei Furniture has started to customize, although it has encountered the biggest bottleneck period in the home industry in recent years, it has not prevented it from "customizing in the end". Plan; Yuan Henry classical hardwood furniture has long been the old brand of many redwood fans, but in the face of all kinds of temptations are still waiting, will not deviate from the principle of excellence; A home continues the route of their children's furniture agents forward, In 2012, while fine-tuning its brands, we also did not forget to bring more meaningful additional services to the children's furniture market.

[most original]

Home design products into the auction house to develop a new model of buying and selling

Representative: Rong Lin Shijia Furniture, self-made furniture

In addition to being the object of use in your home, home products have found another way to display and sell. Furniture, home accessories, ceramic ware, glass decorations and architectural sketches, a total of 229 contemporary original home design products, after the first appearance of "2012 Beijing Poly International Spring Auction" in June 2012, original on December 3 The household goods opened up the cooperation with “Poly Autumn Auction” and took the “last ship” of the 2012 mainstream auction platform.

The home design that can become a lottery is more artistic than practical, but if it guarantees the visual effect, it can also make people feel comfortable and more precious. As the only supporter of this contemporary home design product, Pauli Shijia's products have not become a lottery, but they have built a long-term communication platform to facilitate Chinese original designers and home furnishing companies to communicate at any time. The active participation of market-oriented mainstream brands has enabled art-based home design products and practical home products to gain opportunities for mutual exchange and learning. Rong Lin, the president of Ronglin Shijia, is blunt. He hopes that after the formal auction system is baptized, the Chinese art-original design can be rapidly improved. After the track, it will drive the design level of China's popular home products and be in line with the market. In addition, Song Tao, one of the organizers of this self-made club, said that paving the way for more creative Chinese home design products will become the key action of the original home furnishing industry in 2013.

[The most accurate]

The fake stage, the smoke, the original stage, the plagiarism

Representative: Enochi soft furniture, Fleiss children's furniture

In the pursuit of "original" road, Chinese furniture companies are still very young. However, consumers and the furniture market prefer to see “innocent” designs, rather than seeing “mature” plagiarism. In the past two years, as some furniture brands have emerged in the “original design”, there are also many “lazy” furniture companies that have begun plagiarism against domestic counterparts.

First, at the 29th China Guangzhou International Furniture Fair in March 2012, Stefano Cecchini, chairman of TRECI, Italy, unexpectedly discovered that his furniture products were imitated by the domestic brand “Peacock King”.

Subsequently, Scania, the general distributor of imported children's furniture brands such as Fulaisha, Mannich and Lifeta, provided the Guangsha Times with the “2012 Dongguan Furniture Fair”. Imitating the picture evidence, it is not difficult to see the pictures of the two brands. The 2012 new products exhibited by Songguo Children's Furniture are exactly the same as the representative product “Tree House” of Scandinavia's lifetime Raffa (lifetime). .

At the same time, on the day of the opening of Shanghai International Furniture on September 11, the newspaper also reported on the “Counterfeiting Battle” of Beijing Innovative Furniture Co., Ltd. and the Maxwell Furniture in Daxing District, Beijing. ". According to Inové, the brand has infringed on the original patented furniture of Innovo. However, some of the single-piece furniture of Maxwell adopted the “upgrade” plagiarism method, which combines the original version of Inova and the original B to form the cottage C.

In this regard, Scandinavian general manager Zhou Dayong and Innovative President Yang Jianwei both said that in order to adhere to originality and create their own value, their "counterfeiting" strategy in 2013 will not stop no matter how many difficulties they encounter. Because the original stage is not allowed to copy people.

This edition / Wang Sifei

[most anti-bone]

The traditional heritage can’t be left to force innovation.

Representative: Xuanming Classic Classic Furniture, Union House for Home Redwood Furniture, Qingmutang Modern Oriental Furniture

If you want to abandon the traditional shape and buy the mahogany furniture with innovative elements, where should you start and where should you go? According to this newspaper, in 2012, in addition to the "stereo" traditional mahogany furniture, Yuan Henry, Xuan Ming Dianju, Youlian is home and Qingmutang and many other mahogany manufacturers, in order to comply with the preferences of new consumer groups, has begun to try Improvements and innovations have been made on traditional mahogany furniture, and the product status is becoming more and more mature. Or adjust the size, or increase or decrease the elements, or add new materials, these changes on the one hand close to the modern people's living environment and habits, on the other hand also avoid product homogenization, so that sellers are more competitive.

Is the mahogany furniture used by modern people better than tradition, or is it time for improvement and innovation? Zhu Changling, chairman of the China Furniture Association, bluntly said that the inheritance of classic mahogany furniture can not be less, but also must be shaped. But in 2013, it was time to develop innovative mahogany furniture with contemporary elements and a record of people's living conditions. In addition, Ren Cheng, the vice president of the Real Home, also said that in order to allow the new wave of consumer groups to come to buy the right mahogany furniture, the “Redwood City Hall” of Lize’s home will continue to introduce more “young people” next year. "brands and products.

[most united]

Jingpai furniture brand holds a group to release "positive energy"

Representatives: Yifeng Furniture, Qumei Furniture, Ronglin Shijia, Feimei Furniture, Non-Family Furniture, Elvis Furniture, etc.

The Jingpai Furniture Brand Alliance, which has just passed its second birthday, has 23 members including Yifeng Furniture, Qumei Furniture, Ronglin Shijia Furniture, Feimei Furniture, Non-Family Furniture, Elvis Presley Furniture and Royal Modern Furniture. In the eyes of consumers, as long as the Beijing-style furniture alliance is unveiled, they will definitely be able to buy “cheap” products with higher cost performance. In the hearts of the members of the alliance, as long as everyone is dispatched together, not only can the sales volume be raised, but even the foreigners will be killed. Opening a store is also easier and more vocal.

In 2012, the Beijing-style alliance held more than ten presidential sign-off activities in various branches of the country. The bosses of each event attended the event personally and sent benefits to consumers across the country. Despite the overcasting of the home industry in 2012, some companies' sales have fallen or even fallen, but the furniture brands in the alliance have basically achieved growth, which is undoubtedly closely related to the “positive energy” released by everyone. Indeed, to give consumers benefits, to fight for more hope for themselves, is the main reason for the 23 Beijing-style furniture brands.