The distinctive features of European and American furniture that distinguish it from other types of furniture products are hand-carved carving, cutting, rhythmic contours and curves. It can be seen from the responses from various stores and merchants this year that when the overall market demand has shrunk and the share of some categories has declined significantly, European and American furniture has used high-end positioning to serve relatively stable consumer groups, and the market has been recognized year after year in long-term marketing promotion. The improvement has made the sales of European and American furniture still strong and showing a trend of prosperity.
European and American furniture rises against the market
A chair sells for 60,000 yuan, a double bed for 160,000 yuan, and a cabinet with a price tag of 100,000 yuan ... In the Huasha Chi Furniture Exhibition Hall, which opened a few days ago, such unbelievable prices are everywhere. When people are concerned that these "heavy-priced" products are in demand in this year's unfavorable macro environment, Liu Yang, deputy general manager of Chengwai Chengjia Plaza, said that expensive European and American style furniture has not only fallen victim to the purchase restriction policy in recent years. However, its sales momentum has become stronger.
The data from Dongfang Jiayuan Home Plaza also confirmed the strong sales of European and American furniture . According to its deputy general manager Yin Yuxin, the shrinking consumer demand caused by the regulation of the property market has impacted the market share of many categories of furniture, while the share of European and American furniture is expanding. During the May 1st holiday this year, sales of Oriental Home Furnishing's European and American furniture increased by 7.5% year-on-year compared with 2011, becoming the focus of consumption. Chen Guohui, general manager of Xiaoyue Furniture, also revealed that its sales of traditional solid wood furniture have fallen by 20% this year, while European and American furniture have risen by 10% against the market.
In the comprehensive middle-end and high-end stores such as Actual House, Red Star Macalline and Chengwaicheng, European and American furniture are usually set on higher floors or open up exclusive areas. Outside the store, brands such as Meikemeijia, Yitong International Home Furnishing, Yazhen, and Kras are generally operating in independent flagship store models. In the suburbs, many European and American furniture for export to domestic sales choose to sell in warehouse stores.
According to the reporter's observations, compared with the situation in which plate furniture , building material products and other categories are crowded during the promotional season and the passengers are usually infrequent, European and American furniture are "temperate" on holidays and normal days. Industry insiders analyzed that the passenger flow is evenly distributed, and the unit price of customers is relatively high, making the sales of European and American furniture more stable during the market volatility period.
High price and high profit?
High-end positioning and high prices will inevitably make people think of "profiteering", but most European and American furniture brand merchants do not agree with this statement. Chen Tao, vice president of Yitong International Home Furnishing Co., Ltd., said that most European and American furniture is artificially carved and cannot be produced in assembly lines. The output is relatively low and the requirements for craftsmen are strict, so the price is high. Overall, European and American furniture prices are similar to pure solid wood furniture. The 140-square-meter three-bedroom matching European and American furniture is more reasonable between 100,000 and 150,000 yuan, "but consumers see sky-high European and American furniture in many stores because the reason is Too many circulation links lead to price superposition, which has a false high component. "
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The stability of European and American furniture also shows the strong purchasing power of the high-end furniture market. Zhu Guangyu, marketing director of Peugeot Furniture, believes that although the sales share of high-end commodities will also decline during the recession of the entire market, the range will be smaller than that of ordinary commodities, which is in line with the laws of the global economy. Chen Lixia, general manager of Beijing Yuanhengli Hardwood Furniture Co., Ltd., said that the popularity of the mix of Chinese and Western styles has enabled high-end people who are keen on mahogany furniture to adopt more comfortable European and American furniture.
In addition, merchants generally reflect that if a few years ago, European and American furniture was mainly aimed at successful people over 40 years old with strong economic strength to meet their demand for luxury, then with the promotion of European and American furniture brands year by year and the localized improvement of products More and more young people and wealthy upstarts between the ages of 30 and 40 are also turning their attention to this category, which on the other hand expands the European and American furniture market cake.
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Chen Guohui, general manager of Xiaoyue Furniture, also believes that the profit margin of a piece of European and American furniture is indeed higher than other categories in isolation, but overall the size of European and American furniture showrooms is generally large, and the cost of decoration alone is nearly one million. Labor costs, store rents, marketing expenses and other expenses in circulation, "only 20% of companies are still making money." (Litian)
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