New products: cater to consumer preferences after the 1980s

As we all know, panel furniture is simple, stylish, affordable and popular among young consumers since the 1980s. Chen Xiaotai, one of the top 100 furniture, believes that the existing panel furniture on the market cannot fully meet the needs of the post-80s. "After 1980s, this part of the consumer has just joined the job, the economic strength is not strong, and his house is not very big, but the small room needs to consider functionalization, so it has put forward new requirements for furniture design and storage. "

In the view of the top 100, the post-80s consumer groups have distinct personalities and unique ideas. To win this part of the target customers, they must deeply study their living habits and consumption hobbies and innovate in product design so that the furniture produced will sell well. . It is understood that the Top 100 will officially launch the new "80S" panel furniture product targeted at post-80s consumers in March 2010. Chen Xiaotai said: "The design of the 80S is younger and more fashionable, the use of colors is bolder, and the functional design is more avant-garde. Changing the stereotyped appearance of the existing panel furniture on the market will bring a refreshing consumer experience to the post-80s consumers."

In addition to the Top 100, furniture brands such as Green Island, Qiangli, Oriental Parkson, and Nettle all target the post-80s consumer group. They think that many post-80s like to buy IKEA (see map) furniture, not only because of its simple style, good quality and low price, but also compact and flexible structure, suitable for small apartment . "So the direction of the company's future product design will take IKEA furniture as the research object and baseline, to fully meet the consumer needs and preferences of the post-80s."

Online shopping: meeting post-80s consumption habits

Unlike post-60s and post-70s, post-80s consumers are more willing to shop online, even if they are buying furniture through the Internet. They generally go online to learn about furniture product information, evaluation news and product evaluation on forums, etc., and then lock in some goals before going to the store. In the decoration diary forum, many netizens mentioned that sharing furniture experience in advance, knowing the furniture brand and product information online in advance can greatly shorten the time of shopping in the store, thereby improving the efficiency of decoration and saving effort.

With the maturity of network technology and the change of people's consumption concept, online shopping for furniture has become a reality. In June 2009, Qumei Furniture (see map) opened eWorld Online Mall and realized online trading of furniture products. In early December, Qumei settled in Taobao Mall to further expand its network channels. It is understood that Qumei's online store is currently targeted at young consumer groups in the post-80s. It focuses on cost-effective panel furniture packages and can buy all two-bedroom furniture for a minimum of 14,288 yuan. For half a year, Qumei's online sales have been very popular. According to reports, 40% of Qumei's sales in first-tier cities such as Beijing and Shanghai come from online malls, and the proportion of second- and third-tier cities is as high as 60%.

Ms. Xu just ordered a furniture package of 14288 yuan in Qumei online mall a few days ago. She told the author that their group of 80s peers are very happy to shop online. "It should be said that online shopping has become a consumption habit of us. Now most of the things I use everyday are bought online. I think online shopping is very convenient, cheap, and worry-free." Online shopping is also available for single-value products. Ms. Xu said that she had inspected Qumei's brand before placing an order. She believes that as long as "the brand is reliable and the quality passes," online furniture purchases can be as common as clothes.

Customization: Attracting post-80s participation in design

Like online furniture, custom furniture has gradually penetrated into home consumption. In the past few years, the scope of customized furniture has been limited to wardrobes and cloakrooms. In the past two years, it has been "size-for-all": from the wardrobe to the bookcase, to the side table beside the sofa, and the coffee table can be customized according to the needs of the living room. This controllable furniture consumption is very popular with consumers after the 1980s. On the one hand, custom-made furniture can improve the utilization rate of the house, on the other hand, it can set the internal structure of the furniture according to its own living habits, which greatly improves the quality of life.

"The characteristic of the post-80s is to find what they want, and custom furniture can help them realize their home dreams as they please." Zhou Kaijun, general manager of Feimei custom furniture, told the author that more and more consumers in the post-80s of Femei custom furniture , The ratio is close to 30%. "The quality of consumers after the 1980s is very high, and they are also very willing to participate in the design process of custom furniture." According to Zhou Kaijun, the 80s are no longer passively mentioning the design requirements like the previous consumers, they even themselves Hands-on designing the layout of furniture, "We have many orders that are consumers' own design works. Feimei only provides customized platforms, 3D design software, and helps these 80s generations turn their design drawings into real unique furniture. . "

Furniture is like clothes, and only the tailor-made ones fit best. KD, which also makes custom furniture, has received more and more post-80s consumers in recent years. According to experience KD, houses after the 1980s are generally relatively small, and custom furniture can improve the utilization rate of small houses, and furniture customized according to lifestyle habits will be more convenient to use

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