It’s too expensive to look at the store, and the price is a bit earthy.
Will the independent design of furniture rise suddenly?
Our reporter Chen Xiao intern Huang Yupeng
In the past two years, there have been many independent designers on the Internet. They are a group of 70s or 80s who have received a good education and have their own unique brand awareness. Many of them are starting a business. Some people start with a small hanger they dreamed of, relying on e-commerce and online publicity, and now let their furniture brands continue to grow.
These independent designers who started their dreams also pointed out a new direction for the industry. The independent designer brand of the furniture industry may gradually replace the low-end furniture products in the hypermarket.
Market>>
Independent design: E-commerce channels greatly reduce costs
Maybe everyone can't experience several renovations in a lifetime. Many people who have experienced renovations have heard about how high the furniture profits are. Some people even say that the furniture profits have reached 500%.
In the past two years, the furniture industry has been involved in more and more e-commerce. There have been theoretical analysis. There are only three areas in the e-commerce industry that can generate billions of business volume, that is, Amazon, zappos (shoes e-commerce network) and Furniture industry.
In Hangzhou, there is a furniture brand Muzhi Workshop started by a two-person studio. Zhao Lei, who was born in Zhejiang after 80, is the designer of this brand. From the establishment of the brand in January 2010 to the launch of the brand online store in July 2011, Zhao Lei and his team operate under their own unique business philosophy.
He said: "When there is no online shop, we are actually doing a lot of preparation and warm-up work for this brand. We are popularizing the industry background, professional knowledge and mature consumer groups of wood furniture in Douban, while maintaining daily refreshment. Weibo, publishes the world's excellent wood-related design and spreads wooden aesthetics."
Today, Muzhi Workshop has nearly 100,000 fans on Weibo. The price of goods is roughly between 100 yuan and 1,000 yuan. It is deeply loved by young people who advocate environmental protection, and the performance of their online stores is also constantly improving. Zhao Lei said: "I started from the dream of a small hanger. I only sold one hanger in the online store. I can only sell 300 in a month. Now I have developed other products such as beds, dining tables, dining chairs, etc. The highest month can reach 400,000 yuan."
Zhao Lei analyzed: "This phenomenon certainly has a lot of furniture stores. This is our advantage, because there are a lot of agents, shop rents and other channels in the middle, the profits are probably Between 30% and 40%."
Will it develop into physical stores with the increase in product popularity in the future? Zhao Lei told reporters: "There is no possibility. It is possible to choose an address to be an exhibition hall."
Chen Feibo, a designer of another furniture independent design brand touch space in Hangzhou, also founded the brand in 2010. He said that the brand does not take the retail route. The physical store is directly opened in a villa in a certain district of the west of the city, and is not open to the public. Chen Feibo said: "In fact, I really want to choose customers, but now I still have a lot of restrictions. At present, my furniture will use some home decoration design customers I receive."
For the way consumers buy furniture next time, Chen Feibo believes: “It is a trend in the future to pick some furniture from independent designer brands.â€
Hypermarket: high-end furniture is less affected by e-commerce
The reporter visited several furniture hypermarkets in Hangzhou and found that the high-end market has not been affected by some independent designer brands.
The reporter learned that the main customers of high-end furniture brands are between 35-50 years old. Customers generally have the ability to appreciate home design. The price of high-end furniture ranges from 100,000 to millions.
In the exhibition hall of the Limi's brand, Mr. Liu told reporters: "High-end furniture still needs to be displayed by entities. After all, online purchases cannot be touched. It is not realistic to place furniture on the Internet at a high price."
Mr. Liu said: "Customers have higher requirements for quality of life. If he has this economic strength, he will hope that the quality of life will be higher. Customers who are suitable for high-end furniture will still choose high-end furniture, and will delay his purchase time at most. ."
The reporter also visited several showrooms of different brands. The clerk said that due to the high-end relationship of brand positioning, this market has not been affected by e-commerce and independent designer brands.
During the visit, the reporter learned that the entire high-end furniture market has generally turned cold recently. Ms. Xu, Minotti's home consultant, told the reporter: "This year, the entire furniture industry, the entire high-end furniture market is not very prosperous, and compared with the same period last year, the number of customers who came to consult and purchase may be only two-thirds of last year."
Speaking of the reasons for the recession, Miss Xu believes: "The main reason is that the real estate market conditions and economic conditions have a great impact."
Consumer>>
Less brand for taste
More and more online shopping
Mr. Wang, who just finished his home improvement in May this year, said: "Now go to some large stores to choose furniture, look at the eyes are some slightly designed international brands, the price is too high, the whole set is worth hundreds of thousands or even Millions of dollars. Even the middle and low-end furniture brands look good, but the design is relatively old and rigid."
The furniture that can't be chosen is the confusion before Mr. Wang's decoration, so he simply found a furniture factory and cloned the furniture style he wanted. The effect was very satisfactory. "A lot of furniture of IKEA looks very like, but Many are not solid wood, the quality can not make me satisfied, IKEA's small accessories to buy some furnishings is okay."
Miss Fang listened to a friend who introduced several online shop selling furniture. After reading it, she was very surprised. "I thought that buying furniture online is definitely not reliable. I didn't expect some independent designer brands to fall in love at first sight." Miss Fang added: “The most satisfying thing is that, in addition to quality, the price is half the price of the same type of products in the market.â€
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