Editor's Note: In June and July, as the summer entered, the home industry entered the traditional hard-wearing off-season, but the furniture, soft furnishings and lighting consumption that followed came to a peak. According to the survey, consumer complaints and consumer disputes in recent years have increased in the entire renovation process. In order to scan the current situation of the market, find out typical consumption problems, respond to industry problems, and provide consumers with effective consumption guidance, Sina Home Planning "Summer Decoration - Furniture Soft Pack Market Scan" series report.
Series Report (1): Strong complaints about the consumption of solid wood furniture
Sina home Chen Jie Beijing report
Recently, the concept of furniture "zero formaldehyde" has aroused the attention of the media and consumers. Some industry experts pointed out that there is no complete zero-formaldehyde furniture on the market, which is more of a promotional gimmick for merchants. Although the industry has clarified that "zero formaldehyde" is only a concept of hype, but it has caused a series of problems in the panel furniture once again caused consumers' attention.
Environmental protection becomes a hot spot for consumers
The reporter saw in the Shilihe actually home store that the plate furniture sold was nearly 70%, and the consumers who came to buy furniture also preferred the panel furniture. A Miss Li is buying a dressing table for her new home. She told reporters that her home is more than 70 square meters and she is going to buy a small dressing table. “Plate-style furniture design is relatively simple, the price is also cheap, suitable for our general family, but it is worried about the formaldehyde problem of furniture.†After visiting a circle of stores, Miss Li finally decided to buy a big brand, “such quality can get Guarantee."
The problem of formaldehyde in furniture has always been a hot spot for consumers, and it is also one of the most difficult problems recognized by the industry. Especially for panel furniture, because the substrate is generally made of wood-based panels and furniture coatings, it also makes it easy to exist "formaldehyde exceeds the standard". This congenital ill. The reporter interviewed more than a dozen consumers randomly. In addition to the price factor, 80% of consumers said that environmental performance is the main factor in their purchase of furniture.
Because consumers pay attention to the environmental performance of furniture, in addition to domestically produced plate furniture, some big brands have also introduced furniture made of imported plates. The sales staff of the top 100 furniture told the reporter that the imported plates are more environmentally friendly than the domestic ones, the quality is better, and the price is naturally slightly higher. “The price of furniture using imported plates is generally 30% higher than the price of furniture using domestic plates. The total price of some furniture is even doubled, because the cost difference is also the same.†The sales staff told reporters.
The reporter learned that the current limit of formaldehyde emission in domestic furniture raw materials and decorative materials needs to reach E1 level, while the environmental protection grades of some large brands such as Baiqiang , Qumei and Yifeng are E0, which is the most in China. The high-grade, most environmentally friendly sheet, the average formaldehyde content is 0.3mg / L, which is less than 5 times the national standard value. The environmental grade of imported plates is generally super EO grade. Taking into account the price factor, experts also reminded that in fact, EO-class furniture has fully met the environmental protection needs of ordinary families.
The mainstream status of the panel furniture market remains unchanged
Throughout the market, the reporter found that although the consumer market for solid wood furniture is on the rise, but because its price is generally high, most consumers still choose the more affordable panel furniture.
A salesman of a panel furniture store told reporters that although mahogany and solid wood furniture are now popular in the market, the price is several times higher than that of the plate type, mainly for some high-end consumers. Most consumers still choose to buy panel furniture, especially for some young consumers. The light, simple and bright style of panel furniture conforms to the personality of young people.
Chen Xiao, president too hundred international home, furniture wood furniture in addition to the price is relatively cheaper, but it mainly depends on the color and texture veneer effect, so a lot of changes in this area, you can give people a variety of different feelings in shape There are also many changes in the design, the selection range is large; the material is not easily deformed; the combination of components is usually made of various metal hardware, which is very convenient for assembly and disassembly. Because of these advantages, panel furniture is particularly popular with consumers.
Zhu Changling, chairman of the China Furniture Association, said that in the next few years, panel furniture will still be the mainstream furniture on the market.
Although the mainstream status of panel furniture is still maintained, consumers have a lot of opinions on it. Mr. Zhang, who bought a whole set of panel furniture, complained to reporters: "The furniture design is now the same as it was a decade ago. There is nothing new, but the price is a lot more expensive." In addition to the single design, the reporter also found that Compared with other soft furniture and solid wood furniture in the store, the discounts of panel furniture are more, and various special offers, sample promotions, and complete sets of promotions are emerging one after another, which has created a rough and low-cost impression of the panel furniture.
The industry will enter a new period of growth in the second half of the tough period
Since last year, the entire home furnishing industry has been in a downturn due to the influence of upstream real estate regulation and control, coupled with rising materials, rising labor and logistics costs, and high store rents. Industry insiders predict that the furniture industry has entered the industry reshuffle stage.
“Now the entire furniture industry is in a tough period.†Zhang Fucai, chairman of Power Furniture, told Sina Home Reporter that “the sales of strong furniture in the first half of the year increased by 4.3 million compared with the same period of last year, a large part of which benefited from the independent store model.†Zhang Fucai said At present, the high rent of the store is a heart disease that hinders the development of furniture enterprises. However, he also believes that the real reshuffle period of the furniture industry has not yet arrived. “The big brands in the industry currently dominate the mainstream. For these big companies, the foundation is thick, even if the profit margin is compressed, the enterprise can still operate normally.†Zhang Fucai believes The real reshuffle of the industry may be until next year.
In the second half of this year, with the arrival of affordable housing, panel furniture will also usher in new development opportunities.
Zhang Chuanxi, executive chairman and secretary general of the Chamber of Commerce and Industry of the National Federation of Industry and Commerce, once said at the Safe Housing Forum, "For the housing market, I feel that our enterprises, especially those who make panel furniture, are doing mid-range and low-end enterprises earlier. You can grab this opportunity first."
One hundred and foremost furniture is one of the pioneers. Chen Xiaotai told reporters that due to the recent implementation of the government's affordable housing plan, panel furniture sold well in the first half of the year. A large number of social housing units have driven the consumption of ordinary furniture to the consumption of panel furniture. Recently, the top 100 will also launch a series of panel furniture.
In addition, the industry believes that the upcoming furniture replacement policy in July will also drive the sales of panel furniture. Xiao Qun, an analyst at Huatai Securities, pointed out that once the furniture is replaced by a new one, it will certainly promote a large number of stocks to update the furniture and stimulate the growth of domestic demand in the furniture industry. (
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