In recent years, mahogany furniture has been favored by high-end consumers for its unique characteristics of artistic appreciation and practicality, as well as the preservation and appreciation of value. With the continuous expansion of consumer groups, the regional market has gradually expanded from the early economically developed areas such as Beijing, Shanghai, Guangzhou, and Shenzhen to second- and third-tier cities. The contradiction between the year-on-year increase in demand and the year-on-year decline in natural precious wood resources is difficult to resolve in the short term. Therefore, the price of mahogany furniture will rise sharply.

The pursuit of "fake foreign brands" reflects immature

The "Da Vinci Incident", which has attracted the world's attention, has given consumers a profound "tutorial class" of high-end foreign brands. People have learned a few more "self-protection" in the recognition of the "authenticity" of these furniture. law". At the same time, the mahogany furniture is gaining momentum, and the "post-mahogany furniture era" has emerged, which may indicate that the values ​​in the field of high-end furniture consumption are quietly undergoing fission.

The reporter learned from the authoritative department that China, as the world's production factory, has many world-class brand products manufactured in China, which shows that China already has the production capacity equivalent to foreign brands. It is an indisputable fact that the furniture prices of well-known brands in China are much lower than those of foreign brands of the same quality or even fake ones. But why is the "fake foreign brand" favored? In addition to the comparison psychology of many consumers, the exaggeration of advertising and the misleading of merchants with ulterior motives also played a role in "pushing the waves."

According to expert analysis of the Traditional Furniture Professional Committee of the China Furniture Association: Although China has the ability to undertake the processing of well-known international brands, the relevant departments still have omissions in the establishment of the quality management system and the actual supervision and implementation. Inferior to the situation of export products. At the same time, the proliferation of counterfeit and shoddy domestic products has directly affected consumers' confidence in domestic products. In addition, the marketing phenomenon of DaVinci also precisely illustrates the irrational consumption psychology and the fact that there is a foreigner in the field of high-end consumption. Therefore, we must make up a lesson and learn more "Self Protection Laws".

"Da Vinci Incident" heats up the market

Since the "Da Vinci incident", the popularity of the domestic rosewood furniture market has increased dramatically. After visiting the Shanghai Redwood furniture market, the reporter found that the turnover of some specialty stores has increased significantly, and even customers have spent tens of millions of yuan to go to each store to "sweep" to buy Huanghuali furniture. In the area where Xujiahui (002561, share it) home furnishing stores are concentrated, the number of recent customer orders has exceeded their current production and production capacity. In order to ensure the quality of production, some specialty stores can only hang out notices to postpone taking orders. brand.

In random interviews, more than half of consumers said that the "Da Vinci incident" made them soberly aware: "When buying high-end modern imported brand furniture, you need to be more cautious!" And some industry insiders I think that this round of "redwood buying trend" came too suddenly. Many redwood furniture stores do not have too much inventory to supply. The actual situation is far more than expected. The manufacturers are a bit "unbearable". Many manufacturers need to arrange redwood furniture by the end of the year. Only possible supply. The information provided by experts shows that the mahogany furniture industry has developed steadily in recent years. From the perspective of the prices of several precious raw materials, there has been an increase of at least 20% in recent years. The preservation and appreciation of mahogany furniture has passed the advantages of future generations. Multi-consumer recognition. In anticipation of relative currency depreciation and inflation, this advantage will also be recognized and sought after.

Mahogany furniture prices remain high

The mahogany furniture continues to heat up. Huanghuali, red sandalwood and other traditional furniture are expensive, and even the price of Laos red rosewood, which used to be cost-effective, has increased by nearly 150% in just two years. So why is mahogany furniture so hot? Is there a "foam ingredient" in the expensive mahogany furniture? In this regard, experts of the China Furniture Association believe that the high price of mahogany furniture is mainly caused by two factors: first, because of scarce resources and expensive materials, raising the threshold of furniture prices. For example, the price of Hainan Huanghuali wood is as high as several thousand yuan per catty. Second, mahogany furniture cannot be fully mechanized and automated. Many processes depend on manual completion, and the labor cost of the mahogany furniture industry far exceeds that of other industries. Among the mahogany furniture enterprises, carpenters with monthly salary of over 10,000 yuan are not uncommon, and it is not surprising that experienced foremen and skilled workers earn hundreds of thousands of yuan per year. Therefore, the production cost of mahogany furniture remains high.

Rationally view the market heating phenomenon

The recent "Da Vinci Incident" has spurred the mahogany furniture market. Will some consumers change their consumer demand from modern furniture to mahogany furniture? Experts told reporters that the "Da Vinci incident" will prompt consumers to be more calm in front of modern high-end furniture to judge whether the price and value are equal. The deep-seated phenomenon here is that the authoritative department should seize the current special events, improve the values ​​and aesthetics of the people's appreciation of high-end furniture, and fully popularize a healthy, progressive and scientific home culture.


Experts believe that modern-style furniture and traditional-style mahogany furniture correspond to different consumer needs, and modern-style furniture is more economical and practical, and its practicality and functionality are in line with the pace of life of modern people. Therefore, this market has a wide range of market expectation. The price and status of Chinese traditional furniture are not the result of self-hype by the domestic industry, but it is precisely the large-scale acquisition of traditional furniture by major Western art institutions and museums in China as a top art collection, which triggered the domestic traditional furniture industry. Prosperity and development. The actual value of Chinese traditional furniture is widely recognized in the world, so the recent boom in the mahogany furniture market can be regarded as the result of rational choices made by some high-end consumer groups after judging prices and values.

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