This winter, when Chinese leaders visited Tajikistan, they presented a Ming-style mahogany chair to the president of the country. The folklore is commonly known as “Mazar”. This mahogany horse is not only beautiful in shape, but also contains unique historical and cultural values.
In addition to the use of functions, mahogany furniture has many attributes such as investment collection and art appreciation, which symbolizes identity and wealth, and has been sought after by the market in recent years. At present, China has formed three major mahogany furniture industrial clusters in Zhongshan, Guangdong, Dongyang, Zhejiang and Fujian Xianyou. This ancient industry, which flourished during the Ming and Qing Dynasties, has been filled with variables in recent years due to the increase in uncertainties in the market.
The unspeakable sorrow and grief behind "Mazard Industry"
Although the mahogany furniture market seems to be high-margin and the market is booming, the business may not be “good”, mainly reflected in the following three points:
Market fragmentation: Redwood homes are different from ordinary civilian furniture and are extremely niche demand. A lot of consumer demand is often not from use, but from identity and investment. Therefore, potential demand is often concentrated in high-end people, especially in first-tier cities. In recent years, with the high gross profit, many new players have quickly saturated the market.
The risk of raw materials is high: the domestic market has exhausted the resources caused by the excessive pursuit of some redwood varieties, and the trade restrictions of the raw material exporting countries have increased, which has caused some of the rosewood prices to skyrocket, and once there is too much inventory, especially in the case of falling raw materials, It is easy to have an impact on the manufacturer's capital chain.
Difficulties in channel construction: The furniture industry knows that the mahogany is "water depth", and there are very few people who really understand mahogany. In the material, process, and especially the marketing process, the “hidden rules” of the mahogany industry are numerous. It is not easy to find a dealer who understands the mahogany, has strong financial strength, and knows how to find potential customers.
("Unspoken rules" have caused interference in the development of the mahogany industry)
Is it wrong to have a sedan? Can you marry a lang?
This year we found that many mahogany furniture companies began to try online marketing. From a traditional perspective, mahogany furniture, which is a high-end product, is not in contact with e-commerce, which mainly sells mass consumer goods. However, with the increasing market competition and the popularity of Internet shopping and consumer behavior, how to use the Internet to develop has become a mahogany furniture. An important proposition of the industry.
Many mahogany furniture manufacturers have chosen to enter the mainstream B2C e-commerce platform in China. In addition, mahogany enterprises in Fujian Xianyou, Zhejiang Dongyang, Guangdong Zhongshan and other places have chosen different paths in the process of testing the Internet:
The industry's more influential Fujian Xianyou Redwood brand built its own official website, and hung up the style for customers to customize. The same item can be sold according to the customer's preference and economic strength, according to different materials and prices.
The mahogany furniture company in Dongyang, Zhejiang Province, set up an online platform this year, and plans to open a hundred physical stores, trying to combine the online and offline O2O mode.
Zhongshan Redwood Furniture Enterprise, which inherits the tradition of Guangzuo Redwood, has recently chosen to cooperate with the emerging O2O e-commerce platform to test the water O2O channel instead of self-built.
What is the "crazy electric shock" of mahogany furniture?
The furniture brand “Qingrun Redwood” launched by a well-known manufacturer in Zhongshan has recently developed in-depth cooperation with Melaleus Home Network, which is known as “China's largest home e-commerce O2O platform”. The friends of Qingrun Redwood told the author that choosing to cooperate with the O2O platform is more to see the brand development opportunities brought by the Internet trend.
He believes that a typical feature of the mahogany market is that demand is highly fragmented, and the Internet can be used to aggregate potential customers through search engine keyword searches. Of course, it is not easy to be an independent platform to carry out network promotion and marketing. It is reasonable to use the platform such as Melaleuca.
It is said that the O2O model, which provides a real experience of furniture and thus has a high conversion rate, is the reason why the Melaleuca platform can occupy a place in the highly competitive furniture e-commerce market, and only 1/2 to 1/3 of the rate of the traditional channel. , an important reason that many manufacturers favor.
He also believes that another benefit of the platform is the ability to achieve a jump in potential passenger flows. E-commerce support market theory: the "potential" and "time" of mahogany furniture
In the process of communicating with other people in the industry, the author also found that they have such a view:
E-commerce has a completely different traditional marketing model for mahogany furniture: first, e-commerce presents “real price” and “transparent discount”, and online product evaluation is actually endorsing the brand. In the market, many consumers have a "fear of being slaughtered" mentality caused by "not knowing what to do". The e-commerce transparent price system can stimulate its purchasing desire. When there are more and more people who dare to buy, the market can grow bigger. This is the biggest opportunity.
Many people also believe that the use of potential to sink channels is an important motivation for mahogany companies to start to favor e-commerce platforms. Due to excessive competition, many enterprises in the first-tier cities where traditional high-end people gather have become weak, and the second and third-line markets will become new growth points for mahogany furniture. The above mentioned mahogany furniture enterprises are difficult to attract investment, find customers difficult, and it is difficult to get through the sinking work. It is said that the small O2O store project that Melody will vigorously promote next year has become an opportunity for the middle and high-end furniture enterprises such as Qingrun Redwood to sink.
Some insiders have vaguely noticed that the development path of many mahogany furniture brands is changing: from small-scale handicrafts that focus on collection value to mass-oriented products that use functions. This may mean that the mid-end civilian mahogany furniture will be the explosion point of future industry growth. If this allows the mahogany furniture on the market to be more cost-effective, and the products are more popular, both from a commercial point of view and based on cultural heritage considerations.
