In the ever-expanding furniture market, there are a lot of imported furniture that have traveled across the ocean and come to China. European, American, French and other exotic furniture have gained a lot of market attention while the home style is becoming more open. And some companies that originally produced furniture for the foreign furniture market have also started to export to domestic sales.

Whether it is international furniture with imported "bloodlines" or domestic furniture exported for domestic sales, it has a strong foreign style and enters the domestic market in a "imported" way. However, it is worth noting that with the change in consumer aesthetics and the increase in demand, these "imported" furniture are quietly changing, adjusting their market pace to suit the actual needs of domestic consumers.

In this wave of localization, domestic furniture designers have begun to go abroad, have more opportunities to contact foreign designers and manufacturing companies, and accumulate power for the original design of domestic furniture.

International furniture "transformation" in line with the domestic market

With the tremendous changes in people ’s consumption habits and aesthetic vision, buying furniture has become an increasingly cautious and rational thing, and some international furniture with foreign “bloodlines” are undergoing a transformation in style, color, and size. In order to better meet the needs of Chinese consumers.

Market watch

Furniture consumption requirements are increasingly "harsh"

Furniture is a daily durable consumer product. Most people pay attention to its aesthetic and practical performance when buying. However, with the improvement of people's aesthetic vision and consumption requirements, the evaluation standards for furniture become more demanding, especially some once popular European, American, French and other international furniture are also facing people's gradually picky eyes.

Recently, Mr. Wang of the quick delivery room is worried about what kind of furniture to buy. Although the new house with an area of ​​nearly 200 square meters has almost no restrictions on the style and size of the furniture, he said that he prefers European-style furniture, but he visited the store for a while. There are not many furniture that circled him and made him "feel". Finally, Mr. Wang intends to purchase furniture directly from abroad, but the cost will greatly exceed the budget.

A designer, who asked not to be named, told reporters that nowadays, people have more and more ideas about decoration styles and furniture purchases. When they exchange design styles and furniture collocations with owners, they often encounter vetoes. “I met some discerning owners. It is very common to repeatedly modify the renderings. "

Due to the shift of people ’s consumption concerns, aesthetics and practicality have been unable to meet the purchasing needs of many consumers. Therefore, in the opinion of the industry, the results achieved by “pleasing” consumers in terms of furniture style, design, aesthetics, etc. have slowly changed small.

International furniture encounters localization problems

The international furniture that was once sought after by the market in terms of design and style has also encountered localization problems in recent years. Wang Lanyu, general manager of Super Comfort International Home Furnishing, told reporters that the color, size, and style of the American furniture he represents cannot satisfy him. "The colors of these furniture are American colors and American sizes. Although they are original American designs, they do not have Chinese characteristics. For example, the size of the American bed is determined by the size of the mattress. The standard of the American mattress is 1.93m × 2.03. m, while the bed size in China is generally 1.8m × 2m, the difference is very obvious by comparison. "

In order to let foreign designers understand the Chinese market's demand for American furniture, Super Comfort decided to launch the "Go to the United States to buy furniture" action, organize a group of designers, developers, and consumers to the United States to communicate directly with local designers to convey the Chinese furniture market The actual demand, "In this way, we will hand over the market, and at the same time we will also participate in the design, allowing foreign designers to design products according to the needs of the Chinese market, close to Chinese standards in design, size, style." Wang Lanyu said .

At the same time, some enterprises that both export to the foreign market and develop the domestic furniture market also encounter this problem. Yang Jianwei, regional manager of Fuyi Home Furnishing, said that before entering the domestic market, after careful market research, Fuyi made its American style The size of the furniture has been adjusted according to domestic standards, and the style of the furniture has been extended to develop a variety of styles such as French and English.

In Yang Jianwei's view, it is quite normal for international furniture to be unacceptable. Taking American furniture as an example, the size of American furniture is mostly relatively large, and the body shape of Americans and Asians is obviously different. Therefore, American furniture entering the country must not be copied.

In addition, there is a big gap between the domestic room type and the United States. Unlike the "big house" in the United States, the main domestic type is generally an apartment house with a moderate area. Therefore, the "big" American furniture is not satisfied in the country due to water and soil. strange.

Industry perspective

Furniture design needs to "see people serving"

It is inevitable for international furniture to be in line with the domestic market, and adjustments to the domestic market standards are inevitable. Although some international furniture is still stubborn in design thinking, it has gradually changed. However, for the furniture enterprises that are both “internal and external” export-to-domestic sales, due to the accumulation of many international furniture production experience, the transformation of furniture styles, sizes, and colors is slightly easier.

According to Yang Jianwei, the product series launched by Fuyi Home in two markets at home and abroad are completely different. Foreign consumers attach great importance to the shape design of furniture and prefer natural wood color, while domestic consumers pay more attention to the details of furniture and sell domestic furniture. Drawers, back and other small places will be painted.

Considering the needs of different markets, and then producing matching furniture is a major trend in the future development of furniture companies. Industry insiders said that whether it is domestic furniture or international furniture, it is necessary to compare the gap between their own products and market demand, and slowly realize the docking.

At present, domestic consumers 'aesthetics on furniture are undergoing tremendous changes. With the maturity of consumers' mentality, people pay more attention to the comfort and functionality of furniture. The beauty of furniture that people have ardently pursued in the past is now relatively backward.

Rely on international platforms to boost originality

In terms of shape design, ergonomics, and aesthetics, the level of European and American furniture is relatively high. Insiders said that domestic designers can integrate more excellent design concepts into domestic furniture design through communication with international furniture designers. .

Although Qumei Furniture, which admires original design, relied on European modern furniture design, it has now begun to "offer tasks" for its foreign design team to stipulate details such as furniture style, color, style, and material. Zhao Ruihai, chairman of Qumei Furniture It is said that some Chinese furniture companies have gradually moved away from the stage of being driven by designers, and at the same time, they have strengthened the communication between domestic and foreign designer teams. This has a huge boost for the originality of Chinese furniture.

In Wang Lanyu's view, as the scale of the Chinese furniture market expands, foreign furniture companies are increasingly paying more attention to the Chinese market. At the same time, Chinese furniture companies have more say in communicating with international furniture designers, allowing foreign designers to follow Design products for the needs of the domestic furniture market.

However, a single designer cannot complete this process, and the company needs to build a long-term large-scale communication platform. Wang Lanyu said that this year, Super Comfort will organize multiple "American trips" to blend American designers with domestic design teams and enhance domestic design. The original ability of the teacher.

Furniture "comprehensive evaluation" will become a trend

It is not difficult to adjust the furniture in appearance, color, material and size to connect with the market. Zhao Ruihai pointed out that as the consumer concept becomes more mature, people will adjust the appearance of the furniture from the previous to the design, price, style and service of furniture. Comprehensive consideration in many aspects.

"Twenty years ago, domestic furniture consumption was in a state of hunger and hunger. Ten years ago, people valued whether the furniture had an outstanding appearance. At present, it is a comprehensive consideration of furniture characteristics, cost performance, price, and comfort." Zhao Ruihai said that such " "Comprehensive evaluation" will be a major trend in furniture consumption in the future. At the same time, this consumption requirement will also promote the furniture industry to produce more abundant channel forms. It urges furniture companies to carry out refined production and upgrade in service, design and marketing methods, gradually Eliminate excess capacity in the market.

For international furniture, the "assessment" standard may be more stringent. Industry insiders believe that the domestic furniture market has exceeded supply and has already turned into a buyer's market. At the same time, consumers' tastes are also constantly improving. International furniture not only needs to be local Integration of the domestic market and the improvement of cost-effectiveness are also issues that must be considered.

Industry statement:

Furniture companies need to refine product extension services

Yang Jianwei, Regional Manager of Fuyi Home Furnishing

The competition in the furniture market is currently very fierce. For international furniture, market segmentation must be done, the needs of the domestic consumer market must be identified, and then the furniture should be adjusted appropriately. For example, old processing is a major feature of American furniture, but Few consumers in the domestic market recognize this distressed style, and market acceptance is limited. Therefore, localizing furniture in color and workmanship is beneficial to the market segmentation of international furniture.

At the same time, upgrading service is also very important. Consumers' judgment on the quality of furniture is not only related to the selling status of the product, but also the service level during the purchase process. It is very important for furniture companies to extend the pre-sale, sale and after-sales service of furniture.

Imported prices are falsely misunderstood

Wang Lanyu, General Manager of Super Comfort International Home Furnishing

It is generally believed that imported products are expensive. In fact, there are certain misunderstandings. Taking American furniture as an example, the annual production and sales of American furniture are very large. Through assembly line production and mass sales, the cost of furniture is greatly diluted, so furniture The price is not as outrageous as people think. Although it is imported furniture, the usability of the furniture itself has not changed. American furniture sold as commodities is not an artwork. If the price is too ridiculous, it makes no sense.

Enterprises need to seek the "burst point" of market consumption

Zhao Ruihai, Chairman of Qumei Furniture

At present, the domestic furniture market is a complete buyer's market. Consumers are increasingly picky about the design and style of furniture. However, the state of "consumers are pulling the industry" is not in line with market development prospects. Many furniture companies are now working with the market. It is in a state of anxiety, and "the enterprise is pushing consumers to run" is a more reasonable state.

If enterprises want to push consumers forward, they need to find the "bursting point" of market consumption. The products launched by enterprises must be similar to consumers' imagination and innovative, so that they are most popular in the market. However, for companies, consumer demand is only part of the company's values, and companies also use products to express their guided lifestyle.

Need to slowly blend in with foreign designers

Chen Xiaotai Chairman of Baiqiang Furniture

Our products are designed in Germany, but the living habits of Germans and Chinese are very different. At the beginning, the communication with foreign designers was not very smooth. The products they designed are all sized according to the European living environment, and moving into Chinese people's homes becomes unsuitable. Therefore, not only the designs made by top designers can be used, even if they are made as artworks rather than products, they cannot be mass-produced.

It can be said that in terms of allowing German designers to produce German furniture that conforms to the daily living habits of the Chinese people, the entire process is still very laborious and requires slow contact and running-in through both parties. At present, in the furniture design process, our designers will first put forward taboos on the Chinese people's lives, and at the same time tell each other the size of each room to allow them to conceptually design, and then we will turn it into a workable drawing.
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