â– Reporter Fan Limin
“With the continuous improvement of people's living standards, the 'private customized' lifestyle has gradually emerged and become one of the ways for the new rich to demonstrate their own taste and value.†On July 8, a staff member of Beijing Classic Residence exhibited in Beijing. When interviewed by reporters at the 6th China (Beijing) International Redwood Classical Furniture Exhibition held by the pavilion, it said that with the rise of the new generation of social backbone, people's demand for high-quality, personalized lifestyles has become increasingly prominent. The “private customization†of mahogany furniture has become popular.
"Private customization" is concerned
Nowadays, when Apple has become an arcade, a hand, a LV and Hermes bag full of streets, when the eyes of the rich and the rich are hurt, what else can keep their personality gradually lost? There is only one answer - private customization.
“The reason for choosing 'private customization' is mainly because the finished mahogany furniture is not suitable for the design and decoration style of the home.†Mr. Li, an audience from Beijing, told reporters that in fact, custom mahogany furniture is more vital. More cultural connotations.
The reporter learned from the exhibition site that the “private customized†consumer groups are high-end people in the upper class. They have successful career, distinct personality, independent aesthetic ability and high ability to pay, and have a high understanding of customized consumption.
An industry insider who did not want to be named believes that every piece of "private-customized" mahogany furniture has its irresistible artistic and vitality and has a large appreciation space. Choosing "private customization" is also one of the manifestations of consumer investment maturity.
According to industry insiders, although the current domestic private customization market is not yet fully mature, Hyun Fu has become a deep psychological demand in the development stage of the private customized market. However, the current private custom market for mahogany furniture has an echo effect. One customer will bring two new customers, and two new customers will bring four new customers. This is the trend of the times and the future development of mahogany furniture.
Enterprises aim at big customers
"For us, people with assets of 5 billion to 10 billion yuan are not big customers. Real high-end customers are people with assets of more than 100 billion yuan. They are the real buyers of private custom furniture." Shenzhen Shao Xiangwen, chairman of the Yiyatai Heyuan Classical Furniture City, said.
It is understood that since the second half of 2011, the number of people who customize mahogany furniture has gradually increased. Currently, 30% of sales in some companies come from private customization.
To this end, many companies have begun to target the “private customization†market for mahogany furniture. If you choose "Private Customization", you can make the products according to the requirements of customers according to the selection of materials. Some merchants also hired designers to design different styles of furniture according to the style of the customer's home decoration.
On June 29, the “Private Customized†center of the first mahogany furniture in North China with a total investment of 600 million yuan – Royal International Home Plaza was settled in Qing County, Hebei Province. It is understood that the project covers three major themes of mahogany furniture, building materials and home. This confirms the rise of the “private customization†market for mahogany furniture in North China.
Enterprises will face more challenges
“'Private customization' is a prelude and foreboding of mahogany furniture towards luxury goods, which brings business opportunities and brings more challenges.†Industry insiders told reporters that customers who choose custom furniture are often more picky. I am even more likely to invite experts for the identification of mahogany. It is also common to ask for rework.
Shao Xiangwen has had repeatedly been asked to revise the design 14 times, but this process has never made him feel frustrated. On the contrary, he regards this experience as a rare opportunity to talk to the high-end market, as a constant approach to the classics. process. Want to do high-end "private custom" furniture, Shao Xiangwen summed up four words - tireless.
Shao Xiangwen believes that the competitiveness of enterprises in the private custom market is mainly reflected in the promotion methods. How to use the full-fledged promotion method to deeply touch the nerves of consumers from the level of spiritual life, and let high-quality, high-complexity and highly hand-made products become the affirmation of individuality, even individual aesthetic taste and personal dignity. This is a question that every practitioner must think about.
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