As the high-end home furnishing era approaches, market share gradually concentrates on big brands

People's income levels continue to increase, consumption power and consumption concepts are improving day by day, but the prices of the building materials market and furniture market stay at the level before the financial crisis, which directly led to the significant reduction in the prices of high-end home improvement and high-end furniture in the past. The industry believes that the high-end home market is facing a rare development opportunity. For ordinary consumers, high-standard home life is no longer an unattainable dream.

【High-end home improvement】

Endless opportunities are gone

On October 17, Longfa Decoration held the "Lohas · Artists Bloom" 2009 LOHAS Creative Space Time Tour Zhengzhou Station Event, which attracted many new and old customers to observe. During the event, Longfa Decoration released five major “luxury home life themes” such as the Chinese Red Royal Family, the American Free Country, the French Royal Palace, the Italian Classical Bloom, and the English Luxury Castle.

Zou Jianfeng, general manager of Longfa Decoration Zhengzhou, said that Longfa Decoration launched this event after Golden Week, not only to continue the popularity of the home improvement market after the 11th, but also because of the market itself. Today, consumers' income levels and their own qualities are rapidly improving. More and more people are pursuing comfort, elegance and taste. As the leading brand in the home improvement industry, Longfa Decoration has always been committed to improving people's quality of life. The most direct and effective way.

The relevant person in charge of Meichao Decoration Linghai High-end Design Center also revealed to reporters that since the opening of Linghai, the number of customers, the number of signed orders and the amount of transactions have been steadily increasing.

Around May 1 of this year, Henan Dadi Decoration put forward the business concept of "high-end design, choose construction". Today, this seemingly alternative concept has been widely accepted by many mid- and high-end home improvement customers.

Zhang Fan, chairman of Henan Dadi Decoration, said that the biggest motivation behind the idea was the confidence in the company's own design strength, as well as confidence in consumers with increasingly mature consumer psychology.

Li Xiaoli, director of the Henan Provincial Decoration Industry Management Office, said that the economic situation has picked up, and people's consumer confidence has also quickly picked up. Those consumers who originally planned to postpone their home improvement plans have changed their minds and put the decoration on the agenda again, together with the building materials market. The overall price of China still stays at the level of the economic crisis, which directly led to a significant reduction in the cost of high-end home improvement solutions in the past, providing consumers with a demand for home improvement with an excellent consumption opportunity, and a high-end home improvement market. Development opportunities.

【High-end furniture】

Market share concentration to big brands

Over the past ten years, the domestic furniture industry has made great strides. Huari, Quanyou, Huafeng ... The rapid rise of these well-known brands is actually the epitome of the rapid improvement of people's spending power and home living standards.

On October 30, Red Star Macalline (view map) Zhengzhou Shopping Center's second store is about to enter the trial operation stage, and the first store will completely become the world of high-end furniture. Jiang Weigang, general manager of Red Star Macalline Zhengzhou Department Store, said that furniture brands that can enter a store are well-known brands in the industry. Among them, high-end European and American furniture will occupy a large proportion. These adjustments are based on the market and It was conducted after consumers conducted a full research.

In the eleventh Golden Week just passed, the grand opening of the Ou Kailong North Central International Furniture Purchasing Center was a highlight in the Zhongyuan home furnishing industry. "Unexpected, unexpected!" After the festival, the manufacturer representative of the top American furniture brand Alessandro told reporters that as a top furniture brand that has just entered Henan, it was thought that there would be no sales during the eleventh period. The result is eight The turnover of the day has reached several hundred thousand yuan, and the good market performance makes people overjoyed, and has to sigh the acceptance and consumption ability of Zhongyuan consumers for high-end furniture brands.

In fact, high-end furniture is not simply reflected in price, product quality is the core of competition. When the quality requirements of the brands in the home stores are increasing, and the focus of consumers is gradually shifting from practical to style, environmental protection and health, many furniture companies have to invest funds to update equipment and improve design and craftsmanship. Those small and medium-sized furniture companies with limited funds and unable to keep up with the market development may barely survive, or reluctantly transform into other industries, and the market share of high-end furniture will be further concentrated to well-known brands.

【High-end store】

The war has been extended to the secondary city

With the rapid expansion of the furniture market, is it to build its own independent brand stores, or follow the chain of home furnishing stores to develop together? It has become a multiple choice question that many imported furniture brands must face in the next step of development. "These two channels have their own advantages and disadvantages." Professor Chen Guangming, MBA supervisor of Henan University of Finance and Economics, believes that independent stores can better reflect the high-end of "monopoly", which can not only give products a specific culture. The connotation also allows consumers to enjoy a special consumption experience and satisfy high-grade consumption pursuits. In addition, self-built stores often have a larger area, which can more comprehensively display their products, giving consumers more choices, and helping to increase single sales.

Chen Guangming said that the risk of opening an independent store is that if there are no similar stores in the surrounding area, the scale effect cannot be formed, which may greatly reduce the value of the independent store. From this point of view, in the chain-type brand stores such as Red Star Macalline, Ou Kailong, and Actual Home (see map), home furniture brands are concentrated, home consumption atmosphere is strong, and the number of people is also large. Brand awareness can also promote product sales and give full play to the aggregation effect.

In addition, cooperation with well-known home stores can also enjoy a lot of added value.

In previous interviews, the relevant persons in charge of Red Star Macalline, Ou Kailong, Actual Home, Jiahe Home have all told reporters that they will soon extend the "sphere of influence" of the store from Zhengzhou to the second-level city of the province. To further improve operating performance and market share.

In fact, these high-end home stores have already taken action. The Red Star Macalline Nanyang store and Jiahe Home Furnishing Jiyuan store have all opened. In early November, the Oukai Jiaozuo store will also be unveiled. This landmark action marks Oukailong, a high-end home store brand that has developed in Zhengzhou for 12 years. Finally stepped forward to further expand the sphere of influence.

In this regard, many brand partners of Okailong have raised their hands in favor, thinking that Okailong's move will provide a broader platform for the development of their own brands in China.

Once many home market giants have shot, they are tens of millions of dollars. Obviously, these home store giants will not be "targetless". Everyone is attracted by the increasing consumption power of secondary markets. "With the opening of home stores across the country, this is difficult to compare with the establishment of independent stores. The amount of capital and energy required to build an independent store are very large, and the risks are also greater." Most people in the industry are very optimistic about "brands entering The development model of "store", whether it is furniture or building materials, "brand entry into the store" is a process of mutual benefit. Many domestic home furnishing brands have benefited a lot. For those top imported furniture brands, you may wish to take these successful experiences Just use it directly.

There is a general trend in the world. Furniture, home improvement, home furnishing stores, these once relatively independent industries are facing historic opportunities for integration and development. With the intensification of market competition, whether it is home improvement or furniture, the price trend will eventually be away from excessive profits and tend to be reasonable. For ordinary consumers, high standards of home life are no longer an unattainable dream.

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