Furniture network operators can hardly impact traditional channels

In recent years, as people's living conditions and living conditions continue to improve, the family's investment in children is also increasing, and the furniture market for young children and children has expanded. At the same time, the limited loosening of the national family planning policy has also led to the expansion of rigid market demand.

Of particular concern is that when more and more children have their own independent rooms, many parents will invest a great deal of enthusiasm and financial resources in the layout of their children's homes. They will be willing to allocate suitable furniture for their children's growth. It creates a good environment for growth.

It is because of this extensive and persistent market demand that the furniture market for children and adolescents has become particularly interesting.

Manufacturers have confidence in children's furniture marketing expert analysis, the next five years, as the country gradually release the second childbirth, children's furniture, at least 30% of the room for growth.

According to the analysis of children's furniture marketing experts, the ratio of children's furniture to furniture in the market is about 7:3. In the future, as people's income level increases, the concept of health and environmental protection will increase, and the proportion of children's solid wood furniture will increase year by year. increase. Plate children's furniture will gradually be replaced by solid wood children's furniture. The imagination of children's solid wood furniture is huge.

In the market survey, it was found that orders for first-line children's furniture manufacturers had increased substantially, and dealers were generally optimistic about the prospects of children's furniture. There are children's solid wood furniture manufacturers to achieve a good performance of more than 70 stores in one year. The leading children's furniture companies in China have a large scale of sales, with hundreds of millions of output values ​​each year.

The major manufacturers of children's furniture, some start with the main board children's furniture, is currently gradually transforming into solid wood furniture. Some newly established medium-sized companies, which are rapidly transforming into solid wood furniture, can quickly open up the market and obtain favorable dealerships.

Market demand is less active Children's furniture in the actual sales presents the following characteristics: First, green children's furniture is more and more concerned by parents, many parents choose the furniture when the guide will ask for 100% green environmental protection certificate and Materials; Second, children choose furniture, pay more attention to color and shape; Third, price factors are placed on the final consideration, the price of children's furniture is still relatively good sales.

Of course, the children's furniture market has the same problems as the adult furniture market. Many products have hidden safety problems, especially in the use of product descriptions.

Aiming at the current problems of children's furniture, many consumers put forward their own requirements: First, it is hoped that the manufacturers of children's furniture can produce green furniture that meets the children's health needs, and provide authoritative certification materials to reassure the family; second is hope. The design of children's furniture brands can be in line with international standards, consider more children's mental health, and develop more furniture that is conducive to children's intellectual development. Third, we hope that children's furniture can more consider the children's gender needs.

Small businesses also have high returns At the just-concluded Wuhan Furniture Fair, a brand-name small children's furniture company signed hundreds of thousands of orders two days before the show. This company mainly manages solid wood children's furniture, and its main selection is mainly pine wood. Although there is no brand, this does not affect the sales of its children's furniture. Many dealers and consumers came to inquire, most of the dealers are more interested in pine children's furniture, and have the intention of acting.

According to children's furniture marketing experts, there are about 150 children's furniture manufacturing enterprises in the country, except for a handful of large companies. Most of them are small businesses.

Most of the ordinary families in China are limited by their income, and their awareness of environmental protection has not yet been popularized. The low-end children's furniture market is also flooded with a large number of low-quality and low-priced products. Many parents will ignore this problem when buying children's furniture: Buying children's furniture is to buy it for children, not for themselves, so when buying furniture for young children or teenagers, we must consider whether children like it or not. Accept, and whether these furniture brands are reliable, whether it is safe, whether they can bring fun to children, and whether they can bring about beneficial effects on the growth of children. The immaturity of the parent's consumption concept has given small furniture companies a huge survival space.

Network operators can hardly impact traditional channels According to industry experts, the current network sales are difficult to impact the traditional children's furniture market. The reason is that the quality of children's furniture sold on the Internet is difficult to guarantee, and online sales are dominated by low-end furniture.

Recently, the quality inspection results issued by the Jiangsu Provincial Bureau of Quality Supervision also confirmed this view. The Bureau sampled 131 batches of children's furniture, and the pass rate was only 35%. Among them, online shopping for children's furniture was "completely annihilated" and no one was qualified. It can be seen that the passing rate of commercial products is significantly higher than the e-commerce platform.

Among the children's furniture that has been spot checked, many of the main materials for children's furniture are medium density boards, particleboards, large core boards, and plywood. These materials have been used in the production process with adhesives and formaldehyde release. At the same time, the quality of some enterprises is not strictly controlled, the technology is outdated or the use of inferior materials is intentionally used to reduce costs, resulting in excessive formaldehyde emission. The children's solid wood furniture sold on the market is a lot of health and environmental protection, and this problem rarely occurs. Therefore, many consumers will buy solid wood furniture for their children.

“The source of children's furniture for sale on the Internet cannot be guaranteed. Some small manufacturers use cheap raw materials, and they are able to save on the processing technology. As a result, the quality is not enough.” Experts have suggested in the public media that it is better not to buy children's furniture online. It is advisable to go to regular malls to buy regular branded products.

According to industry sources, once there were well-known children's furniture brands trying to sell online, resulting in huge sales, but the factory is still losing money, not worth the candle. The characteristics of price wars and huge marketing costs of online sales have become barriers for well-known children's furniture manufacturers.