market situation

Custom wardrobes are selling well in domestic first- and second-tier cities

This year's online sample survey data shows that in first- and second-tier cities in China, up to 85% of the respondents want to buy custom wardrobes, and more than 50% of small and medium-sized apartment owners have already bought custom wardrobes. The heads of many wardrobe brands such as Sofia, Holocaust, and Lauka said that sales this year have increased by more than 10% over last year.

According to industry analysis, the main reason for the popularity of custom wardrobes is that in recent years, new apartment types in the real estate market have emerged in an endless stream, and the decoration styles have become increasingly diversified; Value the practicality of the wardrobe, and pay more attention to the pursuit of unique personality and taste matching. A few days ago, Miss Chen, the owner of Tianlang Mingju, who bought a wardrobe of a certain brand at Guangzhou Mercure Center, told reporters that the reason she chose a custom wardrobe is mainly because of its independent design. It is too long, or the colors are not matched. In addition, custom wardrobes can be freely selected in terms of laminates, hardware accessories, materials, etc., which ensures the overall environmental performance of the wardrobe and is more reliable to use.

According to data from the Cabinet Committee of the Federation of Industry and Commerce, the domestic custom wardrobe market will see a "blowout" phenomenon in the next 3 to 5 years. In the next five years, China will have a market capacity of 29 million sets of customized wardrobes, with an average of 5.8 million sets per year. With an average of 30,000 yuan per set, there is a market space of 400 billion yuan.

There is a problem

Design homogenized dealers to sub-charge

According to incomplete statistics, there are currently more than 300 domestic wardrobe brands. With the popularity of customized wardrobes and the increase in brands, the homogenization of products with similar styles, single materials, and stagnation in research and development has become increasingly serious, and the phenomenon of copying styles is very widespread.

Some people in the industry pointed out that homogenization is an inevitable process for the development of each industry, and it is also a significant problem at the current stage of the overall wardrobe industry. For example, the Milan Impression series and antique carved wardrobes launched by Holocaust have now almost every brand. The cottage even has the phenomenon of copying the name and appearance intact. This aspect explains the market demand for these products, on the other hand, it also exposes the lack of original research and development capabilities in the wardrobe industry.

Li Jiacong, general manager of Shangpin Home Furnishing Home Furnishing, said that although the phenomenon of plagiarism is repeatedly prohibited, the best way to stop piracy is to keep innovating. It is understood that in the second half of last year, Sofia launched the Champagne annual ring series, and in the second half of this year, the solid wood veneer series and the drawer-type confidential box were launched; the Laoka wardrobe launched the purple purple illusion at the beginning of the year to focus on the petty bourgeoisie, and the second half of the year will focus on the middle-class Class; Holocaust launched the Caesar Red high-end cloakroom, all designed to open up the differences in product appearance and style between brands.

In addition, some insiders pointed out that with the enlargement of the brand and the opening of dealer outlets, the phenomenon of local dealers getting substandard and impersonating large-brand products with miscellaneous brand products to obtain huge profits is becoming more and more serious. Jin Liwei, President of Global Operations of Lauka Wardrobe, pointed out that strengthening the distributor system, treating counterfeit and shoddy products with the "iron-blood policy", and building on the long-term development of the brand are inevitable choices for every wardrobe brand to grow bigger and stronger. In this regard, the person in charge of a number of wardrobe brands said that the high fines and dismissal of agency qualifications are to regulate local distributors and prevent cottages from posing as genuine swords. And in July of this year, after the establishment of the wardrobe committee of the National Chamber of Commerce and Industry Furniture Decoration Industry Chamber of Commerce, it also began to gradually regulate the phenomenon of uneven branding in the industry and chaotic standards.

Consumption reminder

Distinguish between inferior cottage products depends on the base material and edge banding

So, in the face of the fish and dragon mixed custom wardrobe market, how do consumers distinguish between good and bad when buying? The reporter learned in the interview that, first of all, the choice of the most important material for the wardrobe, the substrate, is particularly important. The base materials used for traditional hand-made furniture are mostly wood core boards and decorative panels, while the tailor-made overall wardrobes mostly use environmentally friendly E0 grade melamine boards, which are opened, edge-sealed, drained and assembled by the factory. The result is clear lines, moisture-proof, anti-deformation and high environmental protection.

Wang Biao, general manager of the Sophia Wardrobe Marketing Center, told reporters that the main factors affecting the quality of the wardrobe are the quality of the board and the production process. For example, Sophia ’s cabinet uses 18% MDF, after more than a dozen processes, and then undergoes moisture-proof deformation treatment It meets the E1 green environmental protection standard. The surface is made of imported veneer, automatically cut by German machinery, and rounded by PVC.

Zhan Mianyang, general manager of Holocaust Wardrobe, believes that environmental performance is the most important item in the quality of the wardrobe. The state stipulates that the wardrobe board used in the room must reach E1 level, that is, the formaldehyde emission should not exceed 1.5mg / L, and Holocaust has launched a high-quality sheet with a formaldehyde emission of ≤0.1mg / L this year, which is almost close to zero formaldehyde. The release has reached the European E0 level standard.

Jin Liwei, President of Global Operations of Lauka Wardrobe, pointed out that in addition to the substrate and process, the edge banding process is also extremely important. The manual edge banding is neither strict nor neat, and the factory production greatly improves and improves the precision and craftsmanship of the workmanship. Good edge banding must use polymer materials, such edge banding will not crack, some cottage brand edge banding is made of secondary waste. The punching positions of mainstream brands such as Lauka are also sealed with round stickers, which not only looks beautiful but also seals the formaldehyde volatilization, ensuring environmental protection performance.

"In fact, the life of the wardrobe also depends on the quality of the hardware." Jin Liwei also added that in the hardware of the wardrobe, the guide rails and pulleys are the most important components, which determine the durability and cushioning performance of the door panel. The gap between the pulley gates is easy to shake. The insert rivet newly developed by Lauka this year can make the door of the cabinet better sealed and firmer.

Expert Tips

Buy a custom wardrobe should be strict budget

Industry experts suggest that consumers should pay attention to the following points when purchasing custom wardrobes:

1. Make the decoration plan first and see the budget. The decoration plan should be synchronized with the custom-made furniture. The purpose is to strive for a reasonable room layout, effective use of space and decoration budget.

Second, go to the market and see more shops. When you arrive at the store, see if there is a true and reliable monopoly authorization; see if there is a test report; see if there is a trademark registration certificate; see if there is a standardized service system; see if there is a post-sale guarantee mechanism; And design software. For foreign brands, it depends on whether there are regular customs purchase certificates and test reports, authorized Chinese sales agents; confirm brand products.

3. Compare with the sample to see whether the board is smooth and smooth, with even gloss, clear and vivid texture, natural wood; see if the board is edge-sealed, whether the joints are tight; whether the corner work is delicate.

Fourth, it depends on the material workmanship and product quality; whether the hardware accessories and frames are smooth, whether the precision is high, whether the strength is good, the supporting force is strong, and the sliding is soft and smooth. To confirm the quality of accessories and frames.

Fifth, to see if the price is higher than the price of the virtual discount; to see if the price of the virtual bid is arbitrarily shouting the price.

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