The advantages of affordable, stylish and easy to disassemble are the advantages of panel furniture. In the furniture market, panel furniture has always occupied half of the country. All-Friends, Double Tigers, Pocket Pearl and other brands are the leading furniture enterprises in Sichuan, and the products are mainly low-end panel furniture. However, these companies are rushing to hit the primary market, which is difficult.
Factors such as sluggish economy, rising materials, rising labor and logistics costs, and high store rents have made the pressure on the panel furniture industry stand out, and corporate profits have begun to decline. At present, the Plate furniture industry in Sichuan has already formed a dominant industry, but what kind of problems are there on the road to creating a brand?
High cost, low price, low furniture, low profit
As a mass consumer product in the furniture industry, the cost of raw materials is much larger than that of solid wood furniture.
The panel furniture is made of wood-based panels as the substrate. The reporter learned that the panel furniture on the market is mostly based on particleboard and medium-density MDF. The price of melamine particleboard is generally 2440mm×1220mm in the building materials market. The price of MDF with the same specification is basically around 100 yuan, while in the solid wood board, the price of ordinary enamel board is more than 1,500 yuan per cubic meter, and the imported enamel board is up to 3000-4000 yuan. The price is artificial. The price of the plate is more than 10 times. The wood-based panels have been sold in the market through dozens of processing procedures such as pressing, edge sealing and drilling. The reporters saw in the furniture city that the average price of the four-door eucalyptus wardrobe should be at least 8,000 yuan. It can be sold for more than 100,000 yuan, and the price of the four-door wardrobe of all-friends furniture and double-family furniture is generally around 2,000 yuan.
Moreover, at the first Ai Baba Home Furnishing Summit, Jiang Hongyuan, president of the Zhejiang Furniture Association, said that the rental cost of furniture stores has exceeded 30% of sales. It can be seen that the panel furniture industry is indeed meager.
Production scale effect
How does panel furniture survive and develop?
According to authoritative data, the output value of China's panel furniture has accounted for about 50% of the total output value of furniture, accounting for about 70% of the total output value of wood furniture. “All the friends in Sichuan, such as All-Friends, Double Tigers, and Pearl of the Pearl, are mainly oriented to the second and third-tier markets, producing low-end and mid-range furniture. The profits are actually very low. The reason why they occupy a huge share in the market depends on the scale of production. Effect." An authoritative source in the industry told reporters that
Scale effect, also known as economies of scale, means that in a certain period of time, when the absolute amount of products increases, the unit cost decreases, that is, the expansion of the scale of operations can reduce the average cost, thereby increasing the profit level. When the scale of production of these furniture companies is expanded, coupled with the innovation of their production technology and machinery and equipment, the production efficiency will increase, the cost will come down, and the profit level will increase.
Take Quanyou Furniture as an example. Its company has four industrial parks covering an area of ​​more than 6,000 acres, more than 30 professional branches and more than 3,000 specialty stores. The production scale can be described as huge, with annual production and sales ranking first in the country; Another example is Chengdu Pearl Furniture, which is also a large enterprise with an annual output value of more than 2 billion. It has a Chengdu headquarters with a total area of ​​several thousand mu, a base area of ​​Pearl Park Industrial Park, and a base area of ​​Pearl Industrial Park.
The reporter learned from the investigation that in the second-tier cities in Sichuan, all the furniture brands in Sichuan, such as Quanyou, Shuanghu, and Mingzhu, have relatively large-scale exhibition stores, and the sales of low-priced mid- and low-end panel furniture are very hot. It can be seen that these furniture companies have large-scale production bases and hot product sales, even if the profits are meager, they can accumulate more.
Improving the quality of brand positioning products is the key
However, the production and sales volume is so high, and the overall profit is relatively weak. How do these furniture companies take into account the product quality?
Although leading companies such as All-Friends, Shuanghu, and Pearl of Sichuan have already produced high-end products in succession and tried to break into some first-line markets, their impressions of furniture seem to remain at the low-end.
The reporter learned on the Internet that many consumers are dissatisfied with the quality of these brands of panel furniture.
The environmental performance of panel furniture is mainly reflected on the board. The formaldehyde content of the good board is particularly low. It is mainly divided into E2, E1 and E0. The E0 grade belongs to the world's top environmental standard, while the Chinese panel furniture board is basically E2. The smell of formaldehyde is relatively large, and the natural environmental performance is lower than that of solid wood furniture.
Some consumers broke the news: "The furniture brand's shopping guide generally said that our furniture is E1 grade plate, as customers do not believe, there is no E1 grade MDF in the market, are E2 grade medium fiber board."
The common finishing materials for panel furniture are thin wood (commonly known as veneer), wood grain paper (commonly known as sticker), PVC rubber sheet, polyester paint surface (commonly known as baking paint). Natural veneer finishes are used for high-end products, while the latter three finishes are often used for mid- to low-end furniture, while finish materials create many quality problems for panel furniture.
According to statistics from the Forest Products Industry Association, the total consumption of surface decoration materials in China reached 6 billion square meters in 2010, of which melamine veneers accounted for 71% of the market share, reaching 4.25 billion. The melamine veneer has many environmental problems that are not up to standard. Some companies have continuously reduced the cost in order to meet the price demand of customers. A large amount of urea-formaldehyde resin glue has been incorporated into the melamine resin glue. It has been detected by the testing organization. The board failed to detect the E1 grade veneer standard after pressing the melamine. “Plate furniture sheets are more problematic than solid wood furniture, and the life is short. The key is the smell.†The person in charge of a furniture company in Kawauchi said that no matter how good the wood-based panels are, they will always smell, not to mention a lot of fake imports. The products of the panel furniture company promote their own products green and environmental protection, but also the name is not true. “My own home uses all the solid wood furniture produced in Guangdong.†The head of the furniture company finally said that the famous brand like Quanyou has always given people the impression of positioning in the low-end, product quality is the main problem; These brands want to improve their brand positioning and enter the primary market. Unless they are transformed into solid wood furniture, they must be honestly selected and closely watched the quality of the products. However, the cost of the products will increase a lot, depending on how the company chooses.
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