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CATEGORY
—— 客戶咨詢熱線 ——

17857649470

紅木家具市場被叫衰?這個市場的新機會才剛剛開始

YIGEXIANGDANGPUBIANDEGONGSHISHI,HONGMUJIAJUZHENGYINGLAIZHUANZHEDIAN。RUGUOXIANGZHUAZHUXIAYILUNZENGCHANGJIHUI,JISHISHIXINGYELONGTOU,YEBIXUKANZHUNFANGXIANGZUOCHUDIAOZHENG。

CIQIANDESHINIANLI,HONGMUJIAJUJINGLILEGAOGUANGSHIKE,CONG2008NIANSUANQI,SHICHANGGUIMOJIEJIEPANGAO,SHENZHIYOUJILUNBAOZHANG,DAO2016NIANHOULIXINGHUIGUI,DIEDANGQIFU,ZHIDAOSHIXIA,BUSHAOSHANGJIAGANSHOUDAOSHICHANGQUYULENGQING,GENGYOUYULUNCHANGSHUAIXINGYE。

ZHENXIANGYOURUHE?CONGWOMENDEDIAOYANLAIKAN,QIANXIENIAN,DAJIAZOUDETAISHUN,XIANGSHOULEZENGCHANGHONGLI,DAOZHIWEIJIYILAI,NAPASHIYIDIANFENGCHUICAODONG,JIUHUIGANJUECHILI。

RENHEXINGYEDOUYOUTADEZHOUQIXING,JINGLIKUAISUCHENGCHANGQI、CHENGSHUQIZHIHOU,JIEZHUJIUHUIYINGLAISHUAITUIQI,ZHESHIHOUKAOYANSHUIDENEIGONGSHENHOU,NENGCHENGZHU,NENGZHAODAOXINDEFANGXIANG,ZHONGSUXINDEZENGCHANGDIAN。

據大材研究觀察,目前一些紅木家具企業確實正在探索新方向,比如在產品上做文章,從繁復轉向簡約;從空間方案入手,提供全屋配齊的方案。

這種變化的出現,以及更大規模的客戶群體成為買家,有潛力再一次提振紅木家具的需求量,市場新機會才剛剛開始,想象空間還很大。

 

 

 

僵局待解

CONG2008DAO2014NIAN,KESHIWEIHONGMUJIAJUDEDAYUEJINJIEDUAN,DUANDUANLIUNIANDUOSHIJIAN,HONGMUJIAJUZONGCHANZHIXUNMENGZENGJIA,SHICHANGKONGJIANBUDUANKUODA,BUFENQIYEWANCHENGYIXIANCHENGSHIDEBUJUHOU,XIANGER、SANXIANCHENGSHIKUOZHANG。

背后的推動力來自幾個方面,一是高端紅木家具、仿古家具投資與收藏熱潮,一浪高過一浪,加之國內有這方面愛好的人群基數很龐大,維持了數年的繁榮。

二是收入水平的增長,這十幾年里,正是富人階層與高凈值人群快速擴大的時期。購買力極強的買家群體產生,讓紅木家具擁有了廣闊的生存土壤。

YUXUQIUKUODATONGBUDEZESHI,ZHENGGECHANYE、SHICHANGYUPINPAIPENGBOSHENGCHANG,HONGMUJIAJUCHANYEJIDI、MAOYISHICHANGHONGBIANDAJIANGNANBEI,BINGQIELUXUYOUYIXIETOUBUPINPAIPOTUERCHU。YICHANYEJIQUNLAIKAN,XINGCHENGLEZHEJIANGDONGYANG、FUJIANXIANYOU、GUANGDONGJIANGMENSANDAJIDI,HANGAILEHONGMUJIAJUSHICHANG85%YISHANGDEFENE。

YIXIANYOUWEILI,JU《ZHONGGUOZHILIANGBAO》DEBAODAO,2016NIANTONGJISHUJUXIANSHI,DANGDIGONGYOUHONGMUJIAJUSHENGCHANCHANGJIA4000DUOJIA,CONGYERENYUANDA18WANREN,SHIXIANCHANZHI368YIYUAN。

LINGJU《GUANGZHOURIBAO》BAODAO,2015NIANSHI,ZHEJIANGDONGYANGSHIJINGNEIDADAXIAOXIAOHONGMUJIAJUQIYEDUODA5000YUJIA,ER2010NIANSHICAI700DUOJIA。

LINGJUZHONGYANPUHUACHANYEYANJIUYUANDEDIAOYAN,JIEZHI2017NIANDI,QUANGUOHONGMUJIAJUQIYEYOU3WANDUOJIA,NIANCHANZHICHAO1650YIYUAN,ZHANJIAJUXINGYECHANZHIDE15%ZHI20%。CONGSHICHANGGUIMOLAIKAN,2014NIANSHI861.18YIYUAN,2017NIAN1029.84YIYUAN,NIANFUHEZENGCHANGLVZAI8%ZUOYOU。

市場真能容納這么多公司?自然不能,野蠻生長之后,迎來行業的洗牌再正常不過。

BIANJUCONGJINIANQIANKAISHILUXUCHUXIAN:CHANNENGGUOSHENG;SHICHANGGUODUCHAOZUO,TOUZHIXIAOFEI;CHANPINCHUANGXINBUGOU,MAIJIAQUNTIWEILAICHIXUKUODA;YICICHONGHAO、NONGXUZUOJIADENGXINGWEI,JIAOLUANSHICHANG,YINGXIANGXIAOFEIXINXIN。

JIAZHIDAHUANJINGDEYINGXIANG,BIRUDALIFANFU、JINGJIJINGQIDUXIAHUA、ZHONGMEIMAOYIMOCADENG,XIAOFEIXINXINSHOUDAOYIDINGCHENGDUDEDAJI,YIWANGYIPIANFANHUADEJINGXIANGBUZAIJINGCHANGDOUNENGJIANDAO。

即便是高端市場,影響同樣比較明顯。

QIANXIENIAN,MINGGUIDEHAINANHUANGHUALI、XIAOXIEZITAN、YUENANHUANGHUALI、LAOHONGSUANZHIDENGHONGMUJIAJUXUQIUJIJUZENGCHANG,YIFANGMIANZAOJIULESHICHANGDEKONGQIANFANRONG,BUFENPINPAIHUOYIPOFENG。

LINGYIFANGMIANDAOZHIXIANGYINGDEYUANCAILIAOZOUXIANGKUJIE,YIXIEQIYESHENZHIWUCAIKEZUO,YIWEIZHUDANKAOCAILIAOSHENGZHI、JINERHUODEGAOLIRUNDEMOSHI,YIJINGNANYIWEIJI。

GENGDADEBIANHUAHUANLAIZIXIAOFEIQUNTI,YIQIANHONGMUJIAJUDEGOUMAIZHEJIZHONGZAI60HOU、70HOUDENG,XIANZAIZHULIUMAIJIAXIANG80HOU、90HOUZHUANBIAN,ZHELIANGGEDAIJIDEKEHUZAIJIAJUPIANHAOFANGMIAN,YIYOUYIXIEBIANHUA。

YIQIANDECHANPINBIAOXIAN、SHEJISHOUFA、GONGYI、CHENGXIANXIAOGUO、JIAGE,YIJIFUWUDENG,YAOBUYAOZUOYIXIEDIAOZHENG?ZENMEGAIJIN?ZHEDOUSHIBAIZAIMIANQIANDEWENTI。SHUINENGJIEJUEDEHAO,SHUIYONGYOUDEWEILAIJIHUIKENENGJIUGENGDA。

CONGMUQIANDEDONGXIANGKAN,YIXIESHILIBIJIAOQIANGDECHANGJIA,YIJINGZUOCHUDIAOZHENGYUGAIBIAN,BIRU:

ZAIJINGYINGMOSHISHANGZOUZHENGTIJIAZHUANGLUXIAN,XUNQIUZHENGGEKONGJIANDEGAOYANZHI,ERBUZAISHIDANDUMAIJIAJU;

SUZAOXINDECHANPINGAINIANYUDINGWEI,TIAOCHUSHOUZANGCHUANSHIDECHUANTONGTAOLU,ZHUANERTANSUOSHISHANG、SHUSHIDENGFANGXIANG;

KAIFAXINDEYUANCAILIAO,XUNZHAOXINMUZHONG;

ZAISHEJIFANGMIANCHUANGXIN,ZAISHENMEISHANGTIAOCHUCHUANTONGHONGMUJIAJUDEXIANZHI,XUNQIUMANZUDANGQIANZHULIUXUQIUDEYANSE、ZAOXINGYUZHENGTIFENGGE,SUZAOCHANPINDECHAYIXINGDENG。

破局之道

XINGYELICHUXIANDEZHONGDUOGAIBIAN,JIYOUCHUANTOUZENGCHANGTIANHUABANDEXUQIU,YESHIKANQINGSHICHANGHOUDEYIZHONGMINGZHIXUANZE。

大材研究認為,國潮走俏,中國文化大熱,國貨消費升溫,部分國貨老品牌借助新策略逆勢而起,都是好兆頭。

ERHONGMUJIAJUYIZHIBEISHIWEIGUOCHAODEZHONGJIANLILIANG,RUNENGCHENSHIERSHANG,QIANJINGBUKEXIANLIANG,WANQUANYOUKENENGZHONGXIANQIANSHINIANLICENGCHUXIANDEHUIHUANGSHIKE。

ALIYANJIUYUANCENGFABUYIFEN《2019ZHONGGUOXIAOFEIPINPAIFAZHANBAOGAO》,QIZHONGTIDAO,ALIBABAPINGTAISHANG,2018NIANYUZHONGGUOYUANSUXIANGGUANDEGUANJIANZILEIJISOUSUOLIANGCHAOGUO126YICI。

LINGJUNANFANGCHANYEZHIKUDE《GUOCHAOYUEZAO·GUANGDONGGUOCHAOCHANYEFAZHANBAOGAO》,2018DAO2019NIAN,WEIPINHUIPINGTAI“GUOCHAO”GUANJIANCISOUSUOLIANGWEI67.4WAN,TONGBIZENGCHANG7388%。JUYOULISHICHENDIANDELAOZIHAOPINPAIBIANSHENDAIP,GUGONGLIANMINGCHENGWEISHIXIACHAOLIUDANPIN。

HUANYOUJINGDONGYUSHISHANGMEITI WWDDE《2019 GUOHUODANGCHAO??SHU》,QIZHONGTIDAO,JIEZHI 2019NIAN11YUECHU,GUOHUOSHISHANGPINPAIXIANSHANGJIAOYIETONGBIZENGCHANG 238%,WEIJIN?NIANZUI?ZENGFU;QIPAOTANGZHUANGDEXIAOLIANGTONGBIDOUZENGCHANGLE 2.8 BEI。

ZAISHUANG11QIJIAN,JINGDONG“GUOCHAO”XIANGGUANDESOUSUOCISHUCHAOGUOPINGSHIDE5.4 BEI,?QUNIANTISHENG 3.3 BEI。CONGSOUSUOCILAIKAN,XIAOFEIZHEDUIGUOHUOZUI?DEQIDAISHISHISHANG,JIYOUFUGU?、LIANMINGKUANDECHAOLIUZHUIZHU,YEYOUDUIYICIXIUWEIDAIBIAODECHUANTONG?HUADEXIAI。

ERQIEGUOCHAODEYONGHUZHEZHONG,NIANQINGRENZHANBIJIAODA,BIRUJINGDONGDEFUSHIXIEXUE、HUFUMEIZHUANGDENGGUOHUOSHISHANGPINLEIXIAOFEIZHONG,35SUIYIXIANIANQINGYONGHUJIAOYIEZHANBIJIN 54%,ZHONGLAONIANYONGHUJIAOYIEZHANBIJIN 46%,95HOUGONGXIANDEJIAOYIEZENGSUZUIKUAI。

ZHEXIEXINHAO,DUIHONGMUJIAJULAIJIANG,DOUSHILIHAO。ZHIBUGUO,XUYAOZHAOZHUNRUHERANGCHANPINHUANFAXINHUOLIDEGUANJIANDIAN,ZHEGEWOMENKEYICONGYIXIEJINNIANZOUHONGDELAOPINPAISHENSHANG,ZHAODAOYIXIELINGGAN,BIRULINING、BOSIDENGJINGYANNIUYUESHIZHUANGZHOU,BIRUHUILI、BAIQUELINGDENGGUOCHANPINPAIZAIXIANSHANGSHICHANGZOUHONG,TAMENDOUYOUZIJIDEDUDAOZHICHU。

具體怎么做才可能趁勢而上?我們可以來看一家企業的做法,比如卓木王,本身是做傳統紅木家具的,有很深的資歷。近兩年力推“中式精致生活大家居”,從新模式、新設計、新客群三條線入手,重塑紅木家具的競爭力

YISHIDIAOZHENGLEMUBIAOKEQUN,YIQIANDEHONGMUJIAJU,JIAGEYIBANDOUBIJIAOGUI,JUXIANYUJINZITAJIANRENQUNDESHOUZANGYUTOUZI,ERXIANZAIDEDIAOZHENGSHI,LITUCHENGWEICONGFUYUQUANCENGDAOZHONGCHANJIATINGDOUXIAIDECHANPIN,YIKAOJIYIZHONGCHANRENQUNDELITING,BINGCONGZHONGZHUANHUAGAOGOUMAILIDEKEHU。

YOULEZHEYANGYIGEKEHUJISHU,CAIYOUKENENGYINBAOHONGMUJIAJUDEDIERLUNBAOFA。

ZAIZHEGEFANGXIANG,ZHUOMUWANGYOULIANGZHONGHUOKEDEZUOFA,YIZHONGZUOFASHIXINKEQUNDEKAIFA,JIZUOBIESHU、PINGCENG、HAOZHAI、SIHEYUAN、SHIJINGYANGBANJIAN,ZHUYAOSHIZHONGSHIKONGJIANZHENGTIDINGZHIFUWU,TONGSHIZHUAGONGZHUANGSHICHANG,BIRUHUISUO、CHALOU、JIUDIAN、ZHANTING、CANTINGDENG,TONGSHISHIZHONGSHIZHENGZHUANGJIJIAJUDINGZHIFUWU。

LINGYIZHONGZUOFASHIJINGXIAOQUDAODEDIAOZHENG,BUZAIJUXIANYUZHUANMENDEHONGMUJIAJUZHUANMAIDIANJINGXIAOSHANG,ERSHIBAHEZUODEGANLANZHISHENGEILEKUAJIEJINGYINGDECHUANGYEZHE,BIRUSHEJISHI、SHEJIJIGOUYUZHUANGXIUGONGSIDENG,KEYIKAIDAJIAJUTIYANDIAN,JINGYINGDUOPINLEI,WEIYEZHUTIGONGYIZHANSHIDEZHONGSHIZHENGTIJIAJUFUWU。

其中一個策略是,卓木王搭建了設計師落地平臺,為設計師帶來一站式對接、全案實景營銷、方案落地等支持,實現資源共享合作。有了設計師資源的導入,既可以實現大家居全案的效果提升,而且還能拓寬獲客渠道。

ZAIKEQUNFANWEIDEJIEDINGSHANG,ZHUOMUWANGZONGCAIDUCHANGJIANGBIAOSHI,XIWANGJIEZHUZHUOMUWANGDUIDONGFANGMEIXUEDEYANJIUHEPANDUAN,NULIJIANGZHONGSHIKONGJIANYUANMUYITIHUAFUWUDAIXIANGGUANGKUODEXIAOFEIQUNTI。DACAIYANJIURENWEI,YAOXIANGNAXIAGUANGKUODEQUNTI,ZIRANHUISHEJIDAOFENGGE、JIAGE、XIAOSHOUQUDAODENGHUANJIEDEBIANHUA,ERZHUOMUWANGZHENGZAIWEIRAOZHEXIEDIANFUCHUNULI。

二是新模式的重塑,前面已提到了,就是從中式整裝到紅木家具高端定制為一體的中式精致生活方式解決方案,跳出了以前紅家具單品的局限。

CHANGQIYILAI,ZHIYUEHONGMUJIAJUXINGYEDEYIGEDUANBANSHIQUEFAZHENGTISHEJI,REZHONGYUDANJIANJIAJUDEZAOXING、GONGYIDENGDAMO,ZHUYAOSHIXIANGTIGAODANJIANJIAJUDESHOUZANGJIAZHI,BUGUO,XIANGDUIHULVELEZHENGTIKONGJIANYUFENWEIDEYINGZAO。

ZHUOMUWANGZHEZHONG“ZHONGSHIJINGZHISHENGHUODAJIAJU”FANGAN,JIKONGJIANSHEJI、YUANMUZHENGZHUANG、HONGMUJIAJU、RUANZHUANGPEISHIWEIYITI,CHULEHONGMUJIAJUZHIWAI,TONGSHITIGONGRUANYINGZHUANGQUANANSHEJI、BUYI、DENGSHI、HUAYI、LVZHI、ZHUANGSHIHUADENGCHENGTAOFUWU,YIJINGJIEJINYUQUANWUPEIQIDELINBAORUZHU。

DACAIYANJIURENWEI,ZHEZHONGZUOFAYOUTADECHUANGXINZHICHU,ERQIEMINGZHONGLEDANGQIANJIAJUXIAOFEIDEXUQIUBIANHUA,ZAOZAI2017NIANSHI,JIUYOUDIAOYANXIANSHI,33.56%DEXIAOFEIZHEQINGXIANGYUQUANWUZHENGZHUANG。ZUIJINJIULINBAORUZHUDEDIAOYANXIANSHI,27%YUANYIGOUMAI,HUANYOU45%DERENBIAOSHIHUOXUCHANGSHI。

ZAIZHETAOJINGYINGMOSHIDEBEIHOU,ZESHIZHUOMUWANGDEXINSHEJI:YIZHONGSHIWEIZHUXIAN,XINGCHENGDUOYUANFENGGE,BIRUTAOHUAYUAN、CHANKONGJIAN、ZHUQUEMEN、ZUIJIANGNAN、QINGYUNTAIDENGZHONGSHIXILIE,QIZHONGYOUGUIQI、LANGMAN、SUYA、NINGJING、SHIYIDENGDUOZHONGFENGGE,MANZUGEZHONGPIANHAODEMAIJIAQUNTI。

ZHEZHONGZUOFADEJIAZHIZAIYU,NIYIQIANRENWEIDEHONGMUJIAJU,ZHENGZAIFASHENGGAIBIAN,TAKENENGHENSHISHANG,YEKENENGJIANYUESUYA。

WEILEZUOHAOZHEJIANSHIQING,ZHUOMUWANGCHULEYOUDALIANGCHANPINSHEJISHIPEIHELUODI,HUANYOUSHINEISHEJI、RUANZHUANGDAPEIDENGSHEJISHI,QUEBAOZHONGSHIDAJIAJUQUANANNENGGOUYIGAOYANZHIDEXIAOGUOSHIJINGCHENGXIAN。

SHENZHIZUJIANLEYIGEZHONGSHIJINGZHISHENGHUOYANJIUYUAN,TANSUOZHONGSHIJIAJUSHENGHUODESHENGHUO、XIANDAISHEJIYUBIAOZHUN,YONGLAIYINDAOZHONGSHIDAJIAJUDESHEJIFANGXIANG。

另外,還有一些做新中式紅木家具的品牌,也在力圖實現產品的大眾化銷售,比如東方之信、顧家·東方薈、榮麟·京瓷、閱梨、柏森·大觀、東成·文宋等,主要是在設計上有新的表現,不再局限于古董收藏,而是走精制、小資的路線。

ZAIXIAOSHOUQUDAOSHANG,YEBUZAIJUXIANYUHONGMUJIAJUZHUANMAIDIAN,HUANHUIKAIFADUOYUANQUDAO,BIRURUANZHUANGGONGSI、ZHENGTIJIAJU、FANGDICHANYANGBANJIAN、SHINEISHEJISHIDENG。

WOMENHENNANBAIFENZHIBAIQUEDING,MOUZHONGMOSHIJIUYIDINGNENGCHENGDAQIHOU,DANNENGGOUKENDINGDESHI,JIEZHUXINDECHANPINYUFANGAN,XIANGBANFAMANZUSHICHANGSHANGCHUXIANDEXINPIANHAO,GENSHANGSHEHUIBIANHUADECHAOLIU,BINGZHUAZHUXINXIAOFEIQUNTI,ZHESHIYOUKENENGZUOCHENGYIFANXINSHIYE。

HONGMUJIAJUDEZHEYILUNJIHUI,XIANGBISHUYUZHEXIEXINDETANSUOZHEMEN。

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