In recent years, mahogany furniture has been favored by consumers because of its unique cultural connotation, and has become a beautiful landscape in the home industry with rapid growth. It has been pointed out that under the current strict real estate control, there is a kind of product in the household industry that can be unaffected, that is, the “out of the boxâ€.
Recently, however, the growth of the domestic rosewood market has slowed significantly. Under the premise that the global economic situation is still unclear, what kind of trend will the price of mahogany furniture be in 2012? How will the introduction of new standards affect the industry? In today's increasingly serious homogenization of mahogany furniture, how to improve the added value of products will undoubtedly become the three major trends in the development of mahogany furniture market this year.
The price of raw materials of rosewood may stop falling and stabilize
As a mahogany furniture that has received much attention in the furniture industry, after four years of industry downturn, although the market is sometimes bullish and sometimes bearish, in general, its price is soaring – at least it has risen. 4 to 5 times. However, recently, the raw materials of mahogany furniture in the industry have quietly cooled down, with the highest drop of about 30%.
What is the current situation of the mahogany furniture market? With questions, the author visited the major mahogany furniture stores in Beijing and found that some of the stores in the store “closed and closed†did exist. Some mahogany stores began to switch to other aspects, such as a well-known mahogany store in Chengshousi Road, West Fourth Ring Road. Because it has not been able to make ends meet, it has now quietly transformed into a professional jade jewelry store. The person in charge of Nanjing Yihong Furniture, who came to participate in the 5th China International Redwood Furniture Fair, told the author that compared with September to October, the raw materials of mahogany furniture have fallen. For example, Vietnamese huanghua pear has dropped from about 1.9 million yuan per ton to every The amount of Laos rose from about 250,000 yuan to about 150,000 yuan per ton, and the lobular rosewood dropped from about 1.1 million yuan per ton to about 900,000 yuan per ton, with the highest drop of 30%.
For this price cut, domestic well-known mahogany marketing experts who came to participate in the 5th China (Beijing) International Redwood Classical Furniture Exhibition believe that this round of "price reduction" began around October, mainly because of the participation in the speculation of mahogany. Most of the free funds were withdrawn, and many investors began to sell redwood raw materials, which led to disturbances in the production, supply and sales of mahogany furniture companies, resulting in temporary cooling in the market.
Redwood grows slowly, but it takes a hundred years to grow. It takes a thousand years to become a talent. If you cut a tree, it will be one less. It is a scarce type of resources. The person in charge of the redwood enterprise from Fujian Xianyou said that market demand determines the market. For example, the red rosewood material, the current Xianyou market consumes about 3,000 tons a day. Some real high-end raw materials such as mahogany furniture, such as Hainan Huanghua Pear, are rare treasures, and they believe that their future prices are still rising.
Therefore, when talking about the price trend of redwood raw materials in 2012, one view is that under the premise that property control policies will continue unwavering, more and more people will be keen to collect and invest in mahogany furniture, and the economic situation will be next year. After the improvement, it is expected that such consumer groups will increase, so the price of raw materials for mahogany furniture should stop falling and stabilize this year. Another point of view is that as the domestically available mahogany raw materials are gradually declining, most of the domestic manufacturers of mahogany furniture import raw materials from Southeast Asian countries such as Laos and Myanmar, but with these countries constantly restricting Reducing the export quota of precious wood such as mahogany is bound to cause some domestic enterprises to face the crisis of raw material procurement in the future. It is an inevitable trend that the price of redwood continues to rise, and the weak market is only a short-term phenomenon.
The expansion of the new standard selection is conducive to industry development
Compared with the market cooling, the current problem facing the mahogany industry is that the development of the industry conflicts with the current industry standards, resulting in a mixed and disorderly whole mahogany industry.
Although the existing standards in the industry, the "National Standards of the People's Republic of China (Redwood)" issued in 2000 and the "China Dark Premium Hardwood Furniture Standards" issued in 2008, all the provisions of the sale of mahogany furniture must indicate the product name, wood, Excipients, wood origin, quality grade, paint, specifications, etc. However, when I visited some mahogany furniture manufacturers and mahogany furniture sales stores, I found that many merchants did not follow the industry standards.
The author surveyed 20 mahogany furniture manufacturers, and half said that they did not pay much attention to these industry standards; the remaining two-thirds indicated that companies have production specifications, usually implemented according to their own standards. Only one-third of the people clearly stated that the mahogany furniture they produced was strictly in accordance with industry standards, and admitted that the current mahogany industry is very chaotic. For example, when sales personnel introduce customers to the characteristics of mahogany products, they often confuse. "Redwood" and "hardwood" make consumers unable to understand.
In order to stop the current chaos in the mahogany industry and ensure the healthy development of the mahogany furniture industry, the General Administration of Quality Supervision, Inspection and Quarantine and the National Standardization Administration recently approved the publication of the General Technical Conditions for Redwood Furniture, which will be implemented on August 1, 2012. This is the first revision and supplement of the redwood national standard after eleven years.
Compared with the old national standard, in addition to stricter regulations on all aspects of the industry, the new national standard is expected by the industry: it is expected to expand the scope of wood, introduce new materials, and classify the original non-redwood materials into mahogany. class. In this regard, a person in charge of the company who did not want to be named said that it is hoped that some materials with high hardness, high density, high oil content and good wear resistance can be included in the scope of development in the future.
Wang Yuyu, general manager of Beijing Jinmu Liyuan Redwood, said that if the new national standard can be used to classify the original non-redwood materials into the redwoods, this will not only increase the appreciation of the materials, but also effectively promote the long-term development of mahogany furniture in the furniture market. In the big environment, as a mahogany furniture manufacturer, we are very much looking forward to actively complying with new industry standards.
Make good use of cultural elements to increase the added value of mahogany furniture
Mahogany furniture is favored by investment collectors. In addition to the scarcity of its materials, it is also closely related to the return of traditional Chinese furniture in recent years. “If mahogany furniture companies and even liquidity stores can incorporate cultural elements into their operations and make bold innovations, they will have unintended effects,†said Zeng Yongjie, general manager of Beijing Red Pavilion.
He said that it is based on this concept that the Red Pavilion on the northwest side of Yuquanying Bridge in Fengtai District, Beijing, was soberly aware of the fact that it was to be a creative cultural industry base of classical mahogany furniture. It is understood that in order to create a unique high-end Chinese culture atmosphere of the "Red Pavilion", in order to occupy the high ground in the cultural industry chain, the Red Pavilion will introduce the concept of "museum" into the mahogany furniture industry, and intends to develop the history of mahogany furniture and the origin of raw materials. The knowledge of the characteristics, production process, and historical allusions are integrated into the exhibition area, allowing visitors to truly experience the classical home culture. At the same time, in order to ensure that the internal parts of the Red Pavilion are all fine, they also hired relevant experts as consultants of the museum to review the products entering the museum.
Yang Bo, chairman of Beijing Yuan Henry Hardwood Furniture Co., Ltd. believes that the development of mahogany furniture should focus on brand building, and the emphasis on cultural elements is conducive to enhancing brand influence.
With Yang Bo’s words, we may be able to find evidence from Yuan Henry’s outstanding performance at the show. At the 5th China International Redwood Classical Furniture Exhibition, when you walked into the Yuan Henry Redwood Exhibition Area, the first thing that caught your eye was that many painters and artists in the art world waved their ink on the mahogany furniture; at the same time, dressed in cheongsam The beautiful women are playing classical music such as "Alpine Flowing Water" with guqin or zither; in the delightful eyes, they come to the expensive Hainan huanghuali furniture, but they also discover the French wine that has just been smashed nearby, which stimulates your taste.
Some experts said that in the furniture culture, mahogany furniture has always been "stand out from the crowd", and any other furniture can not express the unique cultural taste of mahogany furniture. The inlaid graphics of mahogany furniture - dragon, phoenix, Baoding and other enamel carvings have a profound meaning in the traditional culture of our country.
Zeng Yongjie believes that the current redwood industry needs to strengthen "cultural exchanges." How to integrate "cultural elements" into the management activities of mahogany furniture has become a new topic in front of enterprises. Enterprises engaged in the management of mahogany furniture, on the surface, are engaged in "production and sales" all the time. Actually, they are operating a culture, especially in the fierce competition of the homogenization of mahogany furniture. The high added value of products comes from An important element of "culture".
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