Blocked by the three high thresholds of strength, experience and design
Half of the cross-border new army of solid wood furniture was eliminated
“In the past two years, everyone felt that the board was not good, and many of them ran to make solid wood furniture, but half of the factories have already withdrawn.†The Beijing Home Furnishing Industry Association, together with Sina Home, Beijing Business Daily and other mainstream media in Beijing, recently held solid wood. At the Furniture Summit Forum, Kirin’s chairman, Kirin’s words, revealed that half of the new solid wood furniture cross-border new army was eliminated. When solid wood furniture is increasingly favored by consumers for its precious and environmentally friendly performance, many home furnishing companies have stepped into the field of solid wood furniture. Most of these cross-border new troops have been slammed because the threshold is too high. Consumers are against solid wood. There are also three major consumer misunderstandings in furniture. Where is the development of solid wood furniture? How can consumers choose to avoid misunderstandings? The guests who participated in the conference gave satisfactory answers with their rich experience.
Phenomenon: half of the cross-border new army was eliminated
At the Solid Wood Furniture Forum, six of them are the heads of old brands with more than ten years of history: Huari Home was founded in 1981, and has been cultivated in the solid wood field for 35 years. Senna Maple was founded in In 1995, the third decade was being opened; Shenghua Furniture was founded in 2000 and has been branded for 16 years. The top 100 furniture was established in 2001 and is entering its 15th year; even the latest Nordic Artist and Ronglin Home, which has been in existence since 2006, has also been explored for ten years.
After six years of hard work, the six solid wood furniture companies have always been the leader of the Chinese solid wood furniture industry. The secret of success lies in persistence and focus. In recent years, some enterprises that have been doing a lot in the field of panel furniture have turned to the field of solid wood furniture and become a cross-border new army. They have desperately squeezed into this industry, but there have been few successful cases. Kirin said: "In the past two years, everyone felt that the board was not good, and many of them ran to make solid wood furniture, but half of the factories have already withdrawn."
The cross-border new army entered the field of solid wood furniture and encountered various reasons for Waterloo. It can be summarized into two categories: design and quality. The transformation of panel furniture into solid wood furniture can not meet the aesthetic needs of consumers for solid wood furniture. After a company transforms into solid wood furniture, the products are old and earthy. They have not received an order within a few months. The quality is only halfway to run a solid wood. A series of problems such as cracks, cracks, deformations, etc. of furniture people are plaguing these enterprises, especially when there are geographical differences, such as the delivery of products produced in Beijing to Shanghai. The cracking problem is even more widespread; even from famous solid wood brands. The high salary has been dug up the manager, and the problem of the process cannot be solved because of the lack of accumulation of the manufacturer. Wang Peng, secretary-general of the Wood Products Committee of the Beijing Home Furnishing Industry Association, asserted through big data analysis that the solid wood furniture sector is showing the Matthew effect, and the market share of chain enterprises is increasing, and local brand sales are shrinking year by year. A forum participant concluded: "You have already been eliminated from the game if you have not paid the tuition fees."
Analysis: High thresholds block the new cross-border army
Strength, experience and design have become the three thresholds for the solid wood furniture industry. It is impossible to break through these thresholds and enter the field of solid wood furniture.
Strength is first manifested in the selection of materials. As a natural material, the surface of the wood is more or less distributed with various knots. It is very important to choose which part of the wood is used. “A good company will choose the hardest part of the wood, using dry materials instead of new boards or branchesâ€. According to Kirin, in order to save costs, some small enterprises with insufficient strength use furniture such as branches to make furniture, which causes the hardness of the furniture to fall below the standard and crack. The 45-day storage cycle is also a test of the strength of the company. "Some companies have finished in 15 days, but because there is no killing of wood fiber activity, a lot of cracking and deformation occur." Zhou Xuen, chairman of Huari Home, said frankly, "Hua Ri Furniture has no way to compete on cost. Unless you cut corners, there will be no significant cost reduction."
Experience is the second threshold for companies to enter the solid wood furniture industry. “In the production process, the thickness is different, the drying time is different, the wood is different, the benchmark is different, and the critical moisture content between each wood is tested.†In the forum, Kirin explained the manufacturing process of solid wood furniture. Need to pay attention to the details. Zhou Xuen added, “The weather will change in summer, the paint needs to be adjusted immediately. After the weather is dry, the water spray system needs to be in place immediately. The water content should be controlled between 8% and 12%. Otherwise, the deformation and cracking problems are easy to occur. These are invisible. cost". On June 5, after the top 100 furniture solid wood furniture of the top 100 furniture organization was held in 2016, the Beijing Commercial Daily reporter visited the factory and saw that the wood of the top 100 furniture was covered with a layer of plastic film, large humidification. The machine works 24 hours a day to ensure the moisture balance of the wood. How to control temperature and humidity is not an easy task. It requires years of experience. Even Ye Jun, the chairman of Senna Fengqing, who has eight years of experience in solid wood furniture, said that production is still the biggest bottleneck of Senna Maple.
Design is becoming the third threshold to block the intruders of solid wood furniture. "A wood has gone to the world, and an era of invincible in the world is over. Now it is the life of solid wood furniture." The analysis of the top 100 furniture president Chen Xiaotai, the three new products launched by the top 100 furniture in the shape of the knot, the side Corner design, space storage and color conversion have all played new ideas. Ge Yongming, chairman of Shenghua Furniture, said that Shenghua Furniture has been explored for three to four years in design, style and style, covering modern, Nordic and Jane. Huari Furniture has signed contracts with British, American and French multi-national designers. The categories cover modern, Chinese, modern Chinese, classical, neo-classical, simple European, simple, Nordic and other styles, and can also be tailored for consumers. Custom furniture style.
Warning: crack the three major misunderstandings of solid wood consumption
Solid wood furniture is a waste of rare wood resources? Solid wood furniture is only selling wood? The price of solid wood furniture is much higher than its value? These three misunderstandings about solid wood furniture are cracked one by one in this forum.
In Zhou Xun's view, solid wood furniture is not only a waste of wood resources, but the greenest one, and it is also the most consistent with the concept of sustainable development. Zhou Xuen takes Nordic solid wood furniture manufacturing as an example. From the cutting and refining of saplings to processing, to the furniture research institutes and research institutes, the whole chain is green and environmentally friendly, and after cutting down the wood, a certain number of saplings need to be planted as compensation. "We use solid wood in fact to make the ecological chain develop benign."
Solid wood furniture is only selling wood? Liu Chen, executive vice president and secretary general of the Beijing Home Furnishing Industry Association, expressed strong opposition to this statement at the forum: "Our slogan is that the first solid wood is not for selling materials, the second is not for simple selling. Environmental protection, we sell a culture." Liu Chen summed up this culture as solid wood furniture can "get older with you", "solid wood furniture records the good times of family members, but also records the temperature of the craftsman , crafts, emotions." Opening a coffee shop in the store, introducing the Nordic leisure and natural lifestyle into the terminal, the deep expansion of the Nordic artist chairman Yu Yu on the basis of solid wood makes the solid wood furniture not only a culture but also a way of life.
The price of solid wood furniture is much higher than its value? Kirin believes that this statement does not hold: "Wooden furniture is not just a valuable wood, but how many people behind it are operating it, not only for your price, but also for creation. The value of consumption." From the perspective of the law of consumption value, Zhou Xuen believes that because of the inheritance of solid wood furniture, the benefits that consumers get from buying solid wood are absolutely the biggest. "A 40-year-old furniture brand can basically be passed down for generations." . Liu Chen’s calculation is even more enticing: “With 30 years of use, you are basically a set of solid wood furniture, because the cost is rising.â€
As one of the series of forums sponsored by Beijing Home Furnishing Industry Association and Beijing Business Daily and other mainstream media in Beijing, the Solid Wood Furniture Summit Forum is the first to open the way, to find problems, to talk about methods, to introduce consumption, to uncover the mysteries of solid wood furniture, and to promote the progress of the industry. Important initiatives.
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