Solid wood furniture enterprises should take the road of "selling culture" self-discipline

This afternoon, the "Solid Wood Charm" sponsored by Netease Home - 2013 solid wood home business development peak was held in Dongguan Modern International Exhibition Center, including Wan Hengtong Furniture Marketing Director Chen Yuwei, Songbao Kingdom Marketing Director Fang Yafu, Jianwei Furniture Marketing Director Sanglin, Celebrity Furniture Marketing Director Wu Longgeng, Bosen Brand Director Zhang Yunjin, Dinoya General Manager Assistant Yan Yi, Jin Kaisha Promotion Enterprise Manager Chen Jing and other elite representatives of the famous solid wood furniture brands attended the summit.

People's love for solid wood furniture is in fact pinned by the psychological needs of modern urban people who admire nature. At this year's major furniture exhibitions, solid wood furniture is full of vitality and attracts countless eyes, which has become a hot spot in this year's industry.

The "magic" of solid wood makes consumers and manufacturers fascinated and fascinated by it. If you want to appreciate the charm of solid wood furniture for a long time, it is extremely urgent to solve the "confusion" in the development of solid wood furniture industry. In order to promote the healthy and rapid development of the solid wood furniture industry, sum up the experience and lessons in the development of the solid wood furniture industry, and explore the bottleneck of the industry development, Netease Home invites the leading figures in the solid wood furniture industry to discuss the "magic" and "confusing" of solid wood!

The charm of solid wood furniture

——Consumer demand 掀 solid wood boom

In recent years, under the influence of the pursuit of natural, environmentally friendly and healthy consumer concepts, more and more manufacturers have introduced solid wood furniture products. Zhang Yunjin, the brand director of Bosen, believes that the market determines demand. With the improvement of people's living standards and the improvement of taste, the demand for solid wood is also growing. “Based on market-based demand and the expansion of industry channels, coupled with the collective cross-border that has begun to develop, solid wood furniture companies will be more entangled”

At the "Solid Wood Charm" forum hosted by Netease Home, Fang Yafu, director of the market of Songbao Kingdom, said that in the relatively weak furniture market, the solid wood (pine) children's furniture of the Songbao Kingdom has been favored by consumers. 40%.

Chen Yuwei, director of furniture marketing at Wanhengtong, believes that in the past five years, solid wood furniture has set off a trend in China. Zhu Changling, chairman of the China Furniture Association, also said that “solid wood furniture has been welcomed and popular, and it has become a significant market phenomenon. Although the industry association has not carried out systematic statistics, we can really feel that in recent years, solid wood furniture manufacturers, Both sellers and consumers are increasing."

——The value of solid wood culture is valued

Solid wood furniture has a long history in China, sitting from the ancient people's seats, all the way to the prosperity of Ming and Qing furniture, until the Republic of China's era of stagnation. Until the early 1980s, emerging solid wood furniture brands and products represented by the federal and other enterprises emerged together to form the characteristics and trends of contemporary solid wood furniture.

Zhou Shanlin, director of the Federal Group, believes that China's solid wood furniture industry has experienced the first generation of material economy and durability, and the second generation of material-oriented, competition wood species, is people-oriented, design as soul, aesthetic and practical combination of the third Generational transition. It not only meets the requirements of natural environmental protection, but also meets the needs of consumers. At the same time, it is the healthy development trend of the solid wood furniture industry by continuously increasing the added value of products through design, culture and modern industrial technology.

Solid wood furniture has been given the cultural value of furniture through natural texture and fine craftsmanship, and has become an important reason for consumers to buy and collect. Solid wood furniture has been from the initial “selling wood” to the “selling culture” stage. Chen Yuwei believes that “Now the solid wood furniture has made great efforts in design and production, and the design is more exquisite, so that Chinese culture and Western culture can be better integrated into the furniture. Let the resources be better applied to the furniture. , excellence."

The "confusion" of solid wood furniture

——Talent bottleneck restricts process innovation

According to industry insiders, most of the solid wood furniture products on the market lack innovation in the real sense, and the market is following the trend. However, the talent bottleneck is the bottleneck of only the innovation of solid wood furniture technology.

Chen Yuwei believes that Chinese furniture designers have faults. "Now, apart from being a professional designer of Ming and Qing furniture, some designers have not understood the Ming and Qing furniture deeply. In the world, only China's Ming and Qing furniture can be As a collectible, it is widely collected in the world, and its value is getting higher and higher. We can see that the Ming and Qing dynasties in China have a profound connotation. There is a story or allusion behind every style and element of Chinese Ming and Qing furniture. It is a very deep hidden content, such as the Arhat bed, the Taishi chair, can tell some classical origins. Can the solid wood furniture made now tell something? Can't. Because our designers are copying And to make up for each other, in order to complete the task of the boss, to do some products to explain. The products that come out of this way have no soul, let alone the inheritance of the profound culture of ancient Chinese Ming and Qing furniture." He believes that China The sales of solid wood furniture first made the culture from the designer level, and Wanhengtong also insisted on making European and American style solid wood furniture.

——The lack of standard norms requires enterprise self-discipline

In recent years, the market for solid wood furniture has gradually warmed up. In the furniture market, more and more businesses are selling and selling solid wood furniture. Advertising signs such as “pure solid wood furniture” and “100% pure solid wood” are everywhere. Many people in the furniture industry believe that the standard of the solid wood furniture market is still a problem.

Jianlin Furniture Marketing Director Sang Lin believes that the solid wood furniture industry needs a fixed and truly binding standard from the national level. If it is solely driven by furniture companies and furniture associations, it will take a very difficult road. "At present, the norm of the solid wood furniture industry depends on the conscience and self-discipline of the enterprise. How to regulate this industry, there are several aspects, first of all, as a country, there must be a relatively authoritative standard, such as we do solid wood furniture The reference is the standard of 3324, but this is the national recommended standard, not mandatory, if it is based on corporate self-discipline, and the standards of the food industry and the pharmaceutical industry are mandatory."

Zhang Yunjin, the brand director of Bosen, believes that to truly reflect the taste and value of solid wood furniture, the solid wood furniture makes the industry more focused. "If it is only a national standard, such as milk is a national standard, it is very strict, but everyone knows what the food industry is, now with the awareness of the company, naturally it will stand out in a big industry. , get the recognition of consumers."

In addition, at this meeting, we also made a detailed discussion on the price of solid wood furniture, solid wood furniture design, solid wood customization, etc. More exciting content, please pay attention to the "solid wood charm" - the peak of the development of 2013 solid wood home business forum.

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