Compared with the same quality finished furniture, the custom furniture is more expensive, but it is still popular with the public.
Recently, the custom furniture brand Sophia released the first half of 2016 performance report. The announcement shows that its 2016 semi-annual operating profit was 258,762,300 yuan, an increase of 43.68% over the same period last year.
The industry brand performance has soared, which seems to be the epitome of the hot market in the custom furniture industry. In recent years, people's demand for high-end customization of furniture has become increasingly strong. The reporter visited in various home stores in Changsha and found that many custom furniture brands have begun to grab the Changsha market. Although the price is higher than that of the same quality finished furniture, it is still welcomed by the public.
[Market] Custom furniture is popular, the price is as high as 100,000 yuan. "Now is the home improvement season. When the business is good, one day can receive more than a dozen orders. It is too busy." On July 23, the clerk of the wardrobe Changsha store was Say. According to him, custom furniture, generally determine the order needs to go through the door to measure the size, to the store to select the style and color, out of the design plan, order and production, home installation and other steps.
According to the reporter's understanding, at present, in the major home stores in Changsha, there are many custom brands, mainly engaged in the customization of wardrobes, bookcases, desks and cabinets. The price ranges from several thousand yuan to more than 100,000 yuan according to styles and materials. Not waiting.
In fact, in addition to offline custom stores can provide furniture customization services, some furniture brands have also begun to try to customize through the form of Internet O2O.
In the indoor pedestrian street on the 2nd floor of the Wanda Plaza in Changsha, the only custom was just opened. It is understood that the store is an offline experience store with an online network platform for consumers to book and select.
“Consumers can decide whether to adopt or not after seeing the renderings. As long as they are furniture that can be used at home, they can provide customization.†The store clerk introduced that the brand has been the second store since entering Changsha last year. It is.
I lived near Fuyuan West Road. Ms. Luo, who has just customized the bedroom closet, study bookcase, desk and bay window, told reporters that the main reason for choosing custom furniture is “production at the factory, only need to be assembled at home, reducing the furniture link. The process of formaldehyde release." She chose non-brand customization, the full cost is 8,000 yuan.
[Industry] Small studios compete with big brands, tens of thousands of local companies
Pony bought a 120-square-meter house in Changsha as a furniture studio. "Because most people here are renovating, they usually send some flyers to attract business." According to him, whenever there is Before and after the new house is handed over to the house, he will welcome the peak season of passengers. It is also common to work overtime until 8:00 every day.
It is understood that Pony's studio mainly deals with the customization of the relevant cabinet doors used in living room partition cabinets, study rooms and bedrooms, and provides more than ten kinds of materials such as particle board and solid wood board for consumers to choose. “Generally, it is a simple design. I will talk to the factory in advance about some styles. When designing drawings for customers, I will use A+B+C replacement mode to customize.†Xiaoma said.
At present, in addition to branded furniture custom shops in Changsha, there are a number of studios like pony, one to the next customer, and one to the furniture manufacturers in Guangzhou and Zhongshan. Because the price is relatively cheap, the sales market is also quite good.
“After the design drawing is confirmed, 70% of the order amount will be charged as the deposit, and then the order will be sent to the factory for production. After the arrival, the person will come to the door to install it for the customer.†Xiaoma admits that it is more like a market than a custom. Manufacturers' middlemen, but because of their flexible size and choice, they still occupy the low-end market. "Even even the installed workers may be temporary, usually paying 200 yuan a day."
On July 23, the reporter searched on the 58th city with the words “customized furniture†as the key words. A total of more than 30,000 Changsha local companies were engaged in home textile decoration, decorative building materials and home improvement services.
It is worth noting that in the main business projects of the above-mentioned companies, in addition to ordinary residential furniture, some shops' shelves and booths have become one of their main markets.
ã€Observed】
Size, production cycle becomes a pain point
Although the major custom furniture brands and home improvement studios will provide the door-to-door size, and then “designed according to local conditions†as a major selling point of their own services, in the actual operation process, there are still different sizes and installations. Even problems such as delays in construction schedules.
Mr. Wang said that he had spent nearly 10,000 yuan to customize the bedroom closet, but when he went to the door, he found that the door and the cabinet were not the same size. "It can only be returned to the factory for re-production, which delays the time of staying in the new house."
According to the reporter's investigation, at present, the time from the confirmation of the order to the door-to-door installation varies from 40 days to 3 months. Once the order is inconsistent with the order, it will require a same or longer production cycle.
An industry insider said that when a consumer places an order, a certain percentage of the fee will be charged. This fee is usually enough to cover the furniture factory's production and logistics costs. "So, in the face of time periods or other quality issues, etc. At the time, most consumers can only choose to wait, and this is also a major difficulty in rights protection."
He said that in fact, because factories and orders are not in the same place, this invisibly increases the risk of errors in logistics and production. Therefore, custom furniture stores are usually more cautious when screening logistics companies and suppliers.
Reporter Zhu Rong Intern Cao Yuxuan
Chen Ziwei Xiang Huiqin
remind
Pay attention to furniture materials
Many consumers pay more attention to price and style when customizing furniture. In this regard, the industry also reminded that furniture materials are the focus of more attention, custom furniture generally uses E1 quality sheet materials in line with national environmental standards. When purchasing custom furniture, the merchant is required to provide the national environmental protection test report, and check whether the material is in the wrong condition when the goods are inspected.
In addition, the appearance should not be used as a basis for judging. Professional advice should be listened to, combined with the living habits and hobbies of the main users of the room, and the internal structure of the cabinet should be partitioned in different spaces to play the real role of customized furniture.
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Jinan Huatian Leinuo Trade Corporation Ltd. , https://www.huatianleinuo.com