In recent years, mahogany furniture has won the favor of high-end consumers with its unique artistic appreciation and practicality, value preservation and value-added stability. With the continuous expansion of consumer groups, the regional market has been gradually extended to the second and third tier cities by the economically developed regions such as Beijing, Shanghai, Guangzhou and Shenzhen. The contradiction between the increasing demand and the declining natural precious wood resources is difficult to solve in the short term. Therefore, the price of mahogany furniture will rise sharply.
Pursuing the "fake foreign brand" is not mature
The "Da Vinci Incident", which has attracted much attention from the world, has given consumers a deep high-end foreign brand "remediation class". People have learned a few more tricks in the "pure purity" of these furniture. law". At the same time, mahogany furniture took advantage of the hot and hot, and there appeared the "post-redwood furniture era", perhaps indicating that the value of high-end furniture consumption is quietly fissile.
The author learned from the authoritative department that China, as the world's production factory, has many world-class brand products produced in China, which shows that China has the ability to produce equivalent to foreign brands. It is an indisputable fact that the price of furniture of well-known brands in China is much lower than that of foreign brands of the same quality or even fake foreign brands. But why is the “fake foreign brand†favored? In addition to the psychological comparison of many consumers, the exaggeration of advertising and the misleading of some ulterior motives have also played a role in “pushing the wavesâ€.
According to the expert analysis of the traditional furniture professional committee of China Furniture Association: although China has the ability to undertake the processing and production of internationally renowned brands, there are still some omissions in the establishment of the quality management system and the actual supervision and implementation of the relevant departments. Inferior to the situation of export products. At the same time, the proliferation of counterfeit and shoddy domestic products has directly affected consumers' confidence in domestic products. In addition, the Da Vinci marketing phenomenon also shows the fact that there are irrational consumption psychology and foreign philanthropy in the high-end consumer field. Therefore, we must make up a lesson and learn more about the “self-protection lawâ€.
"Da Vinci Incident" heats up the market
Since the "Da Vinci Incident", the popularity of the domestic mahogany furniture market has increased sharply. After visiting the Shanghai Redwood Furniture Market, the author found that the turnover of some specialty stores has increased significantly, and even the customers have spent tens of millions of dollars to go to various stores to carry out the “sweeping†purchase of Huanghuali furniture. In the area where the Xujiahui home furnishing store is concentrated, the number of customers who have recently placed orders has exceeded their current production capacity. In order to ensure the quality of production, some specialty stores can only hang out the notice board to suspend the order.
In a random interview, nearly half of the consumers said that the “Da Vinci Incident†made them soberly aware that “when buying high-end modern imported brand furniture, you need to be more cautious!†and some insiders It is believed that this round of "redwood buying style" came too suddenly. Many mahogany furniture stores did not have too much inventory to supply. The actual situation far exceeded expectations. The manufacturers were a bit "can't stand it". Many manufacturers of custom mahogany furniture need to be discharged to the end of the year. It is only possible to supply. According to the information provided by experts, the mahogany furniture industry has developed steadily in recent years. From the perspective of the prices of several precious raw materials, at least 20% of the increase in recent years, the appreciation of mahogany furniture and the advantages of inheritable generations have been increasingly Multi-consumer recognition. Under the expectation of relative depreciation of the currency and inflation, this advantage will also be recognized and sought after.
The price of mahogany furniture remains high
The mahogany furniture continues to heat up, and the traditional furniture such as huanghuali and rosewood are expensive, and even the Laos red rosewood, which used to win in price-performance ratio, has risen nearly 150% in just two years. So why is mahogany furniture so hot? Is there a "foam component" in expensive mahogany furniture? In this regard, experts of the China Furniture Association believe that the high price of mahogany furniture is mainly caused by two major factors: First, due to scarce resources and expensive materials, raising the threshold of furniture prices.
For example, the price of Hainan huanghuali wood is as high as several thousand yuan per kilogram. Second, mahogany furniture cannot be fully mechanized and automated. Many processes rely on manual completion, and the labor costs of the mahogany furniture industry far exceed those of other industries. In the mahogany furniture enterprises, the woodwork with a monthly salary of over 10,000 yuan is not uncommon, and it is not surprising that the experienced foreman and skilled workers have an annual salary of several hundred thousand yuan. Therefore, the production cost of mahogany furniture is high.
Rationally look at the market's heating phenomenon
The recent "Da Vinci Incident" has ignited the mahogany furniture market. Will some consumers shift their consumer demand from modern furniture to mahogany furniture? Experts told the author that the "Da Vinci Incident" will prompt consumers to be more calm in the face of modern high-end furniture, to determine whether the price and value are equal. The deeper phenomenon here is that the authoritative department should seize the current special events, improve the values ​​and aesthetics of the whole people's appreciation of high-end furniture, and comprehensively popularize a healthy, upward and scientific home culture.
Experts believe that modern style furniture and traditional style mahogany furniture correspond to different consumer needs, while modern style furniture orientation is more economical and practical, and its practicality and functionality are very consistent with the pace of modern people's life. Therefore, this market has a wide range of market expectation. The price and status of traditional Chinese furniture is not the result of self-hype in the domestic industry. It is precisely the large-scale art institutions and museums in the West that have acquired large-scale art collections in China as a top-class art collection, which has triggered the domestic traditional furniture industry. Prosperity and development. The actual value of traditional Chinese furniture is widely recognized in the world. Therefore, the recent boom in the mahogany furniture market can be regarded as the result of rational selection of prices and value judgments by some high-end consumers.
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