How to survive and develop panel furniture

According to authoritative data, the output value of China's panel furniture now accounts for about 50% of the total furniture output value, and accounts for about 70% of the total output value of wood furniture. "Furniture companies such as Quanyou, Shuanghu, and Pocket Pearl in Sichuan are mainly oriented to the second and third-tier markets and produce low-end and medium-end panel furniture. The profits are actually very low. The reason why they occupy a huge share in the market depends on the production scale of the enterprise. Effect. "An authoritative person in the industry told reporters that scale effect, also known as economies of scale, means that during a certain period of time, when the absolute amount of an enterprise ’s product increases, its unit cost decreases, that is, expanding the scale of operation can reduce the average cost, thereby increasing the profit level . When the scale of production of these furniture companies expands, coupled with the innovation of their production technology and machinery and equipment, the production efficiency is improved, the cost is reduced, and the profit level is increased.

Taking Quanyou Furniture as an example, its company has four industrial parks with a total area of ​​more than 6,000 acres, more than 30 professional branches and more than 3,000 specialty stores. Its production scale can be described as huge, and its annual production and sales are the first in the country; Another example is the Chengdu Pearl Pearl Furniture, which is also a large enterprise with a total area of ​​several thousand acres, the Chengdu headquarters, the base of the Pearl Industrial Park Area A, and the base of the Pearl Industrial Park Area B, with an annual output value of more than 2 billion.

After investigation, the reporter learned that in all second-tier cities in Sichuan, furniture brands such as Quanyou, Shuanghu, and Pocket Pearl all have relatively large exhibition stores, and the sales of low-end and medium-end panel furniture are very hot. It can be seen that these furniture companies have large-scale production bases and hot product sales, even if the profits are meager, they can be accumulated.

Improve the quality of brand positioning products is the key

However, the production and sales volume is so high, and the overall profit is relatively weak. How can these furniture companies take into account the product quality?

Although leading companies such as Chuan Neiyou, Shuanghu, and Pocket Pearl have been producing high-end products one after another, trying to enter some first-tier markets, their furniture seems to remain at the low-end position. The reporter learned online that many consumers are dissatisfied with the quality of these brands of panel furniture.

The environmental protection performance of panel furniture is mainly reflected in the board. The good formaldehyde content of the board is particularly low, which is mainly divided into E2, E1 and E0. The E0 level is the most environmentally friendly world top standard, while China's panel furniture board is basically E2 level. Compared with solid wood furniture, formaldehyde has a higher odor and has lower natural environmental performance.

Some consumers broke the news: "Shopping guides of furniture brands generally say that our furniture is E1 grade board. As a customer, do n’t believe it. No one on the market uses E1 grade MDF. They are all E2 grade MDF. board."

Common finish materials for panel furniture are thin wood (commonly known as veneer), wood grain paper (commonly known as sticker), PVC plywood, polyester paint (commonly known as baking varnish), etc. Natural veneer finishes are used for high-end products, while the last three finishes are usually used for low-end furniture, and the finish materials cause many quality problems for panel furniture.

According to the statistics of the Forest Products Industry Association, the total consumption of surface decoration materials in China reached 6 billion square meters in 2010, of which melamine decorative panels accounted for 71% of the market share, reaching 4.25 billion. The melamine veneer has many environmental problems that do not meet the standards. In order to meet the customer's price demand, some companies continue to reduce costs. A large number of urea-formaldehyde resin adhesives have been incorporated into the melamine resin adhesives. After pressing the melamine, the board failed to meet the E1 level of veneer standard. "Compared with solid wood furniture, board furniture plates have more problems, shorter lifespan, and the key is the smell." The person in charge of a furniture company in Sichuan revealed that no matter how good the artificial board is, it will always smell, let alone many fake imports. Products, panel furniture companies advertise their products green and environmental protection, but also worthy of the name. "I use solid wood furniture made in Guangdong in my own home." The head of the furniture company finally said that the reason why a well-known brand like Quanyou has always given people a low-end positioning impression is that product quality is the main problem; These brands want to improve their brand positioning and enter the primary market. Unless they transform into solid wood furniture, they must choose materials honestly and pay close attention to product quality, but in this way, product costs will increase a lot, depending on how companies choose

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