In the last one or two years, the home market has caused many businesses to break their brains. Because the market is sluggish and the sales are not smooth, there is no worry, but there are also a few companies whose sales are flying against the market. So what are the mysteries? The author believes that regardless of the external market conditions, as long as the calm and objective analysis, and self-positioning, take the right path, if you do not stand the wrong team, regardless of the market, enterprises can not make big money, but it is not difficult to survive.
High-end consumers who are just in need
On the whole, the overall consumption of the furniture market has declined in the past two years, but for the sake of just need, it is still a group with relatively stable consumption. In this regard, industry insiders stressed that rigid demand is also mainly concentrated in commercial housing, including new homes, second-hand housing and old home renovation. The amount of new homes is still the majority. For the relationship between real estate and the home furnishing industry, whether the real estate market is warming up or not has a certain impact on the furniture and building materials industry, but the impact is not absolute. Real estate that can really stimulate consumption is still self-occupied real estate, such as first-time home buyers and improved home buyers. . “The release of their consumption is not necessarily related to the economic environment. So we mainly focus on these consumer markets, not investment properties.”
Through the observation of consumer behavior, the conclusion is: current consumers, especially high-end consumers, first focus on consumer safety, such as environmental protection, followed by materials, and then design, these three major concerns are also imported brands. An advantage. Mid- to high-end customers value furniture styles, crafts, etc., and are not sensitive to price. “We use the best wood, quality and craftsmanship, and the production line is unmatched by many companies. Although the price is high, high-end customers are more concerned about quality.” A person in charge of a high-end solid wood furniture company told reporters that many high-end companies also indicated that "We use the most reasonable price, the best raw materials, and the high coverage of neutral design to win more recognition from consumers. Kirin said: "Our brand has never been based on wood material, we With its own design style, it is a personalized product. ”
Safe room furniture exudes "tempting fragrance"
According to industry insiders, the affordable housing is actually an "improved version" of conventional furniture on the market, because it takes into account the age and payment capabilities of the owners of the housing, mainly reflecting the characteristics of fashion, environmental protection, durability, economy, and versatility. A brand of furniture has a high content of culture and exquisite craftsmanship. Through the change of materials, the combination of board and wood is used to meet the demand of affordable housing. Of course, as the consumer demand of this class, the core lies in the difference in price. Compared with the conventional furniture on the market, the security room is 30%-35% cheaper for furniture. "A set of 80 square meters of affordable housing, all furniture can be fixed 20,000 yuan."
In response to this market opportunity, recently led by Red Star Macalline, the six furniture companies including Beijing Jingyi, Top 100 and Power have formed the “Affordable Housing Home-Special Service Alliance”. The purpose of this alliance is simple and clear: direct attack protection This tempting "cake". A brand of furniture has a high content of culture and exquisite craftsmanship. Through the change of materials, the combination of board and wood is used to meet the demand of the housing. The powerful furniture has paid more attention to the affordable housing in Beijing than the Red Star Macalline. Original design, function, style, material are very suitable for the protection of the user; Ai Ruisi product chain is very long, the most important thing is that its products are fashionable enough, very attractive to young people.
Is the price of furniture really high-end or "pseudo-luxury"?
The price of a mid-size sedan is nearly 300,000 yuan. It is very common for a mattress to be sold at such a high price. On August 7, the reporter found that there was a mattress with a price of 298,000 yuan on the Changsha market, and this is only the "little brother" level - there was a "high price" mattress with a price of 1.08 million yuan to Changsha exhibition. Said, that is the brand that sports stars and aerospace heroes often sleep. It is difficult to verify the authenticity. The embarrassing thing is that, like high-end liquor, the price of high-end mattresses has reached its peak. Almost every brand has tens of thousands and hundreds of thousands of products. Such expensive bedding, is it worth the money, hype marketing, or another mystery?
Mattresses of more than 10,000 yuan are also common in other brands. In the Ou Yada home Shanghe store, the price of Yikasi, which is mainly used for youth mattresses, is more than 10,000 yuan, and the price of silk mattress is also 20,000 yuan. The mattress of German Langlefu is sold for 56,000 yuan. 298,000 yuan, you can go to order an entry-level BMW or Mercedes-Benz, what is the magic of such an expensive mattress? According to the store, this mattress has a variety of functions, such as adjustable bed and bed angles, as well as improved snoring and two-head extrusion, which is equivalent to "doing yoga." The mattress of 1.08 million yuan was made of materials used by the Shenzhou 9 astronauts to ascend to heaven. There are only 9 pieces in the country and they are not sold.
In fact, when people with a clear eye think calmly, it is not difficult to find that this is just a marketing gimmick. In an era when modern information is highly disseminated and increasingly transparent, consumers are becoming increasingly rational. These so-called marketings may not be positive. The effect, so if the enterprise wants to truly break through the market, or should do a good job of internal affairs, do a good job in product service, and give yourself an accurate position, the breakthrough should not be a problem.
