4 traditional business misunderstandings of Chinese furniture

- Jul 06, 2018-

4 traditional business misunderstandings of Chinese furniture


There are almost no misunderstandings about Chinese furniture that are ignorant of art, art life and traditional culture. The only way out of the encirclement is the transformation of ideas and models. It is a re-understanding of artistic life and design.


[Four misunderstandings in the mahogany furniture industry]


Misunderstanding 1: Good style + big exhibition hall = success

Classical furniture represented by Ming furniture is the most embarrassing page in the history of design furniture. Then, if you spend a lot of money to build an exhibition hall and concentrate the essence of these classical furniture styles, does it mean taste and sales? This model has been successful, but today, when sales are weak and consumers are more and more critical, the answer is No. Enterprises must not only make great efforts in product quality, but also must enhance their own art position to provide consumers with a comprehensive and comprehensive aesthetic experience.


More than 80% of Chinese furniture is made of heavy hardwood. From the perspective of space design, stacking too many dark-toned items can make the space very dull and depressed. In his book "The Study of Ming Style Furniture", Mr. Wang Shizhen pointed out extremely succinctly that the furnishings of classical furniture in space are not expensive. However, there are very few companies that are aware of this problem. In the classical furniture exhibition hall that I have visited, the visually pleasing spatial display cases are extremely rare. Through the design of high-grade exhibition halls, the beauty of classical furniture is perfectly presented, and the mahogany furniture enterprises that evoke the desire of consumers to buy are even rarer.


Myth 2: Redwood 


The pursuit of mahogany represented by huanghuali and red sandalwood reflects the distorted understanding of the beauty of wood by Chinese people. It is undeniable that mahogany is made of furniture for its toughness and durability, and because of its slow growth, deforestation and lack of resources. But that doesn't mean that its price can be hyped to such a crazy level. Domestic consumer perceptions of the intrinsic value of wood products have contributed to this malformed business phenomenon. The author does not deny the beauty of Hainan huanghuali, but carefully compare Hainan huanghuali with the extremely cheap Hedgehog rosewood. Is the aesthetic value of the former really much higher than the latter?


If the rare mahogany lacks the cooperation of excellent craftsmanship and appearance, the output is not only a work of art, but can be called visual waste. The value of the finished product is not as good as a piece of good wood. In the mahogany furniture and handicraft industry, examples of transforming good materials into poor products are everywhere. For the mahogany enterprises, it is necessary to go out of this misunderstanding, relying on elegant art and exquisite craftsmanship to produce products that can withstand the test of the market and time, in order to create a precondition for the turn of the business in an era of fierce competition.


Myth 3: Only Classical Beauty and Classical Cannot Be Transcendence


One of the most talked about when talking about furniture design and innovation with the mahogany furniture industry is that only the classical furniture models handed down are beautiful and can never be surpassed. Many companies refuse to innovate and adhere to the pure classical style. They believe that only this way represents their insistence on product quality and corporate culture.


This is another huge misunderstanding. Although it is understandable that companies insist on their strategic positioning, even the Ming furniture is not perfect. Even the most famous of the Ming style furniture, the classic style of the classic, but also due to the changes of the times, in terms of function and comfort can not meet the modern people's living habits. The author believes that it is not necessary to talk about the improvement and design of Chinese furniture with the spirit of “beyond”. What we have to do is to respect the living habits of modern consumers, carefully consider the needs of function and comfort, and continue the classical furniture. The beauty is added to the modern furniture design work, thus creating Chinese furniture products that are easy to use, durable and durable for contemporary people.


Myth 4: Market Research


In the product development work, only the market research and the popular trend are the other misunderstandings.


Market research and trend surveys can only be used as a reference to indicate the current state of the market. Consumers always have a blind, unprofessional side, only pay attention to their explicit needs, and can not give deeper answers to the problems that companies care about. Therefore, whether it is a designer or an entrepreneur, the market information must be dialectically viewed: neither can care about the market, nor can it be led by the market, it must be more and deeper than consumers, in order to better engage. The design and development of furniture products create products that are truly valuable, easy to use, and therefore sell well.


[The transformation of ideas and models is the only way out]


To get rid of the misunderstanding and get rid of the current embarrassing situation, enterprises must change their thinking, and the reform of the industry is imperative.


The good news is that consumers' love for hardwood furniture has not disappeared with the decline of purchasing power. In 2015, the improved Chinese furniture design using low-end mahogany was welcomed by the consumer market. In the Shenzhen and Dongguan furniture fairs in April, a large number of mahogany furniture enterprises with new Chinese-style products appeared, and they received enthusiastic attention at the exhibition with cheaper prices, novel styles and functionally optimized products.


Almost all of the above-mentioned abuses are caused by ignorance of art, art life and traditional culture. The only way out of the encirclement is the transformation of ideas and models. It is a re-understanding of artistic life and design. Redwood furniture companies must abandon the barbaric growth thinking of the past, and fully realize the importance of design innovation and use it to achieve its own transformation.


Product research and development should not be modified or modified by partial carving. It must be a substantial improvement. Brand building should not only be a name, but it is a matter of planning and planning. Construction should not be an extensive product stacking, but should truly improve the quality from the perspective of experiential marketing, so that consumers are infected by art and culture, thus igniting their desires.