Customized furniture products that should have the most individuality and characteristics are more and more like each other for various reasons. Product homogenization is like a besieged city, trapping too many custom furniture brand manufacturers to develop. How should a custom furniture company get out of the product homogenization?
In fact, plagiarism is also a problem, and it is difficult for the pattern products to be displayed on the whole line. Perhaps these factors have an impact on product homogenization. However, when the homogenization of custom furniture products is concerned by more and more people, "root cause" In the design "this view began to let some people think.
Enterprises fall into the dilemma of product homogeneity
"You are better than the price, in fact, the style is not too much." A custom furniture brand sales staff said to consumers.
Desks, wardrobes, beds, tatami... Although they are all custom furniture brands, it is interesting to note that the product categories and product styles displayed in different brand showrooms are highly similar, even for the plates used. Can be divided into two major categories of domestic and imported plates.
Once, a consumer who personally purchased custom furniture products, Ms. Zhang found that after contacting a number of custom furniture brands, she was actually only the product price in the final stage before the order was placed. "The quality of the products of the big brands is guaranteed. I don't worry about the environmental protection of the products. From the appearance, these products are also 'long', and finally I will see who has given me a low discount."
It can be seen that the problem of homogenization of customized furniture products has been noticed by some careful consumers. For this issue, each brand is actually well aware.
“As early as 2011 and 2012, the problem of product homogenization has begun to emerge. We are a company that entered the early stage of custom furniture, but as more and more companies begin to see the business opportunities in this industry, join The number has soared rapidly. However, many 'new Ding's have chosen 'takenism' for consideration of various factors such as low cost and low risk. They directly sell several types of products that are better sold in the market. Copying and copying has become a product of his own.†Zhou Kaijun, general manager of Feimei Furniture, said that the problem of plagiarism not only appears in the field of finished furniture, but also in the field of custom furniture. As the era of custom heat gradually comes, they can do it. It is to do more work on product innovation as much as possible, and strive to be at the forefront of the industry.
However, the idea of ​​the person in charge of the Shangpin home is that in the field of custom furniture, in fact, the brand has its own helplessness.
“The problem of plagiarism does exist. No one can deny it. However, there is also a market-oriented role.†The person in charge found that the product is specific at every stage, whether it is in the finished furniture sector or in the custom furniture sector. The trend.
For now, many post-80s consumer groups are particularly fond of tatami products, so people can find this product in almost every custom furniture brand showroom. Some brand owners may also make some improvements on the basis of existing products, adding their own brand features, but some brand owners simply do not change.
Perhaps as industry insider Tian Ping (pseudonym) said, product development is a time-consuming and labor-intensive process, and not all companies are willing to act on it.
"In fact, the products displayed in the store are not the whole line of our brand. Now we have 47 kinds of colors on the single plate. If you want to display them all, I am afraid that the 800 square meters exhibition hall can't be placed." Zhou Kaijun told the Beijing Evening News Home Weekly reporter Nowadays, many custom furniture brands are limited by the exhibition area, and the products cannot be fully displayed.
In the custom furniture market, “choosing the products you want†is the slogan of many brands. In their view, watching the exhibition hall is only the first step in purchasing customized furniture products. In the later contact, the sales staff can pass Virtual display and other ways to show more products to consumers.
“The purchase of custom furniture products and the purchase of finished furniture are different. Custom furniture products require more pre-communication between customers and sales personnel. Today, we have more than 80 design ideas for single-piece furniture, which is more than 6,000 designs from us. Screened out from the program.†Zhou Kaijun said, if the customer does not sit down and communicate in detail, how can the designer know what he wants most?
However, if the exhibition area is limited, it is one of the reasons why “more products are not fully displayedâ€. Another explanation is that the products are displayed in a limited space. More popular custom furniture products.
“In addition to what consumers see, there are actually many interesting products.†The person in charge of Shangpin’s home said that in order to make better use of the space, they made the stairs a concealed storage space where objects can be placed. In order to facilitate people to entertain at home, the product designer has also made a mahjong table in the central position of the tatami room, which makes it more versatile; in order to separate the space and take care of the storage, they have also designed a rotatable Partition cabinet. But unfortunately, consumers of these products may not be able to see them all in the exhibition hall.
Some products, although interesting, are not in line with the public's taste. The limited exhibition halls are definitely the ones that are the most ordered. This is like a clothing store, always selling the best. A conspicuous position is a truth.
Nowadays, consumers will find a commonality when they go to any custom furniture brand store. From the moment they step into the store, the brand home consultant will follow closely, in order to learn more about consumers. Actual needs, and give their professional advice according to the situation, tell the owners what products are more suitable for them.
Fancy products are difficult to "stage"
The problem is in design?
"Although everyone is saying that Industry 4.0 is emphasizing product innovation, the overall design capability of custom furniture manufacturing companies is still a problem that cannot be ignored, because it does not give good ideas and can't produce good designs. Can only follow others, as a plagiarist." Tian Ping found that the limited size of enterprises, the leader's awareness is not in place, are part of the reason for this situation.
In fact, although more and more furniture companies have transformed their custom business, the design level of product designers has not kept pace with the development of the company. The understanding of custom furniture products is not in place, and the control of product design details is exerted. Not strong enough to make it difficult for them to support the burden of innovative custom furniture products.
According to Tian Ping, a custom furniture brand has tried to borrow a custom-made bed furniture custom designed by a foreign designer, but in the end it has made a mistake in the installation process. "It was already installed, but after a few days, the installation of this product has appeared loose." Tian Ping believes that it is precisely because the designer does not understand the product design, the design angle or the positioning node of the installed product has made a mistake. , which led to the latter result.
It can be seen that if you want to make customized furniture products, the designer's work is not easy.
In addition, the high cost of spare parts procurement also makes the custom furniture products into a homogenization dilemma. As far as kitchen cabinet products are concerned, as a branch of custom furniture, the kitchen cabinet products in the exhibition hall always seem to have a certain gap with the kitchen cabinet products after the household. Tian Ping said: "The smaller the dosage, the higher the amortization cost, and the higher the price increase rate of spare parts. If the consumer wants the kitchen cabinet products in the home to be exactly the same as the exhibits in the exhibition hall, or in the function It’s inevitable that the cost will go hand in hand."
Many details of kitchen cabinet products seem to be simple. In fact, the design cost is very high. The reason is very simple. If the overall design level is limited, good design is a rare product. The rare thing is the same, and those basic models are the same. The quality of the products, the price is more close to the people. This is why, in some people's eyes, China's custom furniture market is still in the initial stage of “standardized configuration + small part of personalized designâ€, because the complete personalized customization has not yet been realized.
But the good news is that many custom furniture companies are paying more and more attention to design. They began to try to design colleges and universities to recruit students on a large scale, and then enter the enterprise to carry out systematic and comprehensive study, and then through the layer-by-layer assessment, the unqualified people will be eliminated one after another.
Although this process requires high capital costs and sufficient patience, it is worthwhile to improve the overall design level of the company and increase the market competitiveness of the brand. For more information on the furniture industry, please pay attention to the official website of Xianghe Furniture City http://
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