High cost performance makes the security room furniture originate from the protection room above the security room

Will not let the "protection room furniture plan" become a disguised promotion

Whether the furniture of the security room really has its special design content, whether it can really benefit the owners of the protection house, or a round of disguised furniture promotion, these questions are raised by Red Star when the plan is proposed. In this regard, Hongwei Meikailong Jinghu and the general manager of the Southwest Region Wang Wei said that the upsurge in the market sales is indeed the hope of the store and the brand, but the affordable housing furniture program will never be reduced to simple furniture promotions. Wang Wei said that from the study of the basic types of nine types of affordable housing, to the development of furniture design task books, to Red Star to buy out products to control the price, in this series of processes, furniture brands are exploring new designs, combined adaptive products It took a lot of work. In the past, furniture brands were designed to close the door. It was precisely because of the targeted requirements that they had the opportunity to conduct research on consumer demand. Therefore, in addition to providing benefits, the affordable housing program is a means to make furniture design more practical, practical and meet the needs of the new consumer groups.

Consumers need "small and quality" furniture

For the consumer groups, the furniture products with sufficient specificity have not been “born”. On the professional issue of "special supply" furniture, Chen Xiaotai, general manager of the top 100 furniture, was quite cautious. At a time when labor and raw material costs are rising, it is not easy to achieve "small but fine" and "good quality and cheap". To this end, the top 100 specially set up a design team to use "small home furniture design" as a topic, from the "small" focus, to introduce a new type of panel furniture with small size, full function and design sense, according to the theme and personality classification, hope Can meet people's needs for "small and quality." However, Chen Xiaotai also bluntly said that the process of developing more professional "small home furniture" is difficult and long. Now the brand is not mature in the control of design, production and cost. Please give consumers some time. Once the top 100 researches this set of things, it will bring you more "family-oriented" products for a long time.

Targeted design leads to “high cost performance” products

On the basis of no discount on style, design and quality, the price must drop by more than 20%. How to balance the relationship between product status and price is the biggest test for the brand. Wen Shiquan, the chairman of Yifeng Furniture, told the author that the most difficult part of the “special supply” of furniture for the consumer groups is how to make “high cost performance” and “do specialization”. At present, the mini-free combination of corner sofas, mini bedside tables and 4-door sliding wardrobes are the main products in the Italian-style “Special Offer” furniture. And to get the hearts of consumers, these things alone are not enough. Wen Shiquan said that Yifeng's design and development of affordable housing and small-sized furniture will not stop, and it can be used for unlimited functions and at least 20% lower than the price of conventional products.

Develop more affordable "micro-furniture"

Compared with other brands, only two or three sets of products are placed in the exhibition hall. Strong furniture takes out half of the exhibition hall as a “safety room furniture” area, and indeed it has made a lot of effort. Zhang Fucai, chairman of Power Furniture, said that more products for small-sized households are being developed, one is to give more choices to consumers in the housing market, and the other is to find out their preferences in the process of consumer selection. Re-development. The more simple the style, the better the color, the brighter the better, the more cost-effective and the more competitive. Although the “special supply” furniture is a trial action for the protection of the housing group, there is also competition. Zhang Fucai bluntly said that while upgrading and learning to upgrade, it is a powerful next thing to do. Even if the store or other furniture brands do not adhere to the end, the power may also sell these inexpensive "micro-furniture".

Cheap and comfortable coexistence is an eternal issue

A set of sofas or bed sets with a brand positioning of nearly 10,000 yuan seems to have some distance from the consumer capacity of the affordable housing consumers. So how do you agree to protect the homeowners' self-depreciation? Qiao Yinjun, chairman of the non-conformity furniture, said that soft furniture is different from panel furniture. If the price is lowered in order to accommodate the price, the user will not be able to obtain real comfort. Therefore, in order to maintain "comfort", it is not the same thing, refuse to fight the price, but will also reduce the price appropriately within the scope of their own capabilities. For example, a sofa that usually sells for eight or nine thousand yuan will give a price of about 6,000 yuan for the consumer of the affordable housing, while a product with a small size and a sense of design will sell for four or five thousand yuan. In addition, Qiao Yinjun also bluntly said that ensuring high cost performance and coexistence is a topic. If you continue to make products for the protection of small houses or small units in the future, you will focus on this work.

Reduce the cost of furniture by controlling materials

The fabric corner sofa that is usually sold for more than 10,000 yuan is included in the "special supply" furniture series of the affordable housing, and the price is five or six thousand yuan. According to Wang Min, the marketing manager of Ai Ruisi Beijing, the “special supply” software furniture, frame and internal fillings selected by them are no different from conventional products. In order to reduce the price, only fabrics changed from A to B. . Grade B fabrics are also certified by national standards, and there is no problem in quality and environmental protection, but they are slightly different from A-grade fabrics in composition, textile technology and touch. Wang Min also said that the current brand does not limit the purchase of “specially available” furniture for the cost-effective housing. The average consumer can also purchase according to the demand, while the owner of the guaranteed housing will also be in the “brand price”. On the basis of the discount.