"The so-called customization is that the furniture enterprise treats each consumer as a separate market segment on the basis of mass production. Consumers design the desired furniture according to their own requirements. Designed to produce personal exclusive furniture. " Liu Kangxin described his business in this way. He said that now is the era of personalized consumption. Large-scale production can no longer meet the unique and personalized needs of consumers. Therefore, customized furniture with the purpose of personalization has won a market cake. When it comes to personalization, people will understand the personal orientation of aesthetic value. However, for the custom Chengdu furniture industry , there is actually another layer of meaning. "Space saving should be the most important value of customized furniture. Designing furniture according to the layout of the house itself can turn some difficult-to-handle corners into practical spaces, and also beautify the house." Designer Zhang Bing said. Due to factors such as the limitation of style and size and the difficulty of integrating into the overall decoration style, the finished furniture on the market cannot meet the needs of modern urban people for home space. A furniture salesperson said that while customizing furniture to resolve these contradictions, it can make better use of space. "I want to make a shoe cabinet, which looks like an L shape falling down to the left. It is composed of two parts, high and low. The high one is for placing more shoes, and the lower one is for sitting and changing shoes." In a few months, Xiao Liu of Nancheng District walked into the showroom of a custom furniture manufacturer and made this request to the person in charge. "No problem, you talk about the details, I will draw a design drawing for you to see." Xiao Liubian and the manufacturer determined the size, plate, color, price and other details, and signed the name on the final design drawing. Half a month later, the shoe cabinet was delivered to the house. Market potential attracts companies to join the ranks of customization Young people are the most negligible consumer power. Due to the gradual heating up of the market, many furniture manufacturers in Dongguan that originally only made standardized products have begun to take a look at the piece of custom-made furniture. "Consumers are the bosses of enterprises". The reporter learned from interviews that many furniture manufacturers that originally made only standardized products have already identified the demand and started or plan to start making customized furniture. Shi Da, the sales director of Huanhua Furniture Co., Ltd., a subsidiary of Dalingshan Taisheng International Group, said in an interview with the reporter that the company is also preparing to launch customized furniture services, "for example, according to customer needs, make adjustments in size, in wood , Fabrics have also been changed. "Although it will not become the company's main business, but in the future will open up a short line, according to customer requirements for production. He said that this is an adjustment based on market conditions and market demand. "There are still many people who have such needs." As there are not many furniture customization companies in Dongguan, Shi Da believes that its market potential is still great. If done well, it can make a big difference. Dongguan Hongqi Furniture Co., Ltd. mainly manufactures high-end solid wood furniture and has not yet launched a customized business. However, the company's responsible person told reporters that the company also has related market plans and is in preparation. However, because it is "customized house", the price will be higher than standard furniture. Shi Da said that the ex-factory price of custom-made furniture will be at least 30% more expensive than standard furniture because of the higher cost of enterprises. He said that because the cost will be relatively large, after all, they are taking the production line to mass-produce standardized furniture. Stores should change from time to time The reporter visited major home furnishing stores and found that some stores in Dongguan currently have special areas for furniture customization. There are even companies that specialize in custom-made furniture and have stores in the stores, but not many. Chen Gangzhu, general manager of Yingfeng Home Plaza, told reporters that this kind of furniture customization has not yet formed a scale effect in the home market. After all, it is still mainly mass production. Custom furniture will increase the cost of the enterprise, and many companies are reluctant to do so. There are 3 stores in the store that provide customized furniture, 2 of which are custom-made furniture, and one of them is still very large. He said that according to the current market conditions, the group who come to the store to customize furniture is still mainly young people. Customized furniture can reflect the personality, and it is fashionable, time-saving and labor-saving. Before and after the crowd. The scope of customized furniture is concentrated on products such as wardrobes, wall cabinets, sofas, TV cabinets and so on. In this way, custom-made furniture seems to be the best, is the market optimistic to the limit? The answer is of course no, everything is a double-edged sword. Although the potential of the custom furniture market seems to be huge at present, there are many problems in the existing market: as more and more custom furniture in the market, design The unskilled business of the division, the design effect is different from the actual product, the installation and delivery are not timely, the product quality is not as good as the exhibition hall, the hardware accessories are easy to be damaged after use, and only the repair and non-return problems occur frequently. Only repair and do not retreat into unspoken rules of the industry For custom-made furniture, consumers first understand the products in the exhibition hall, and then the furniture designer understands the consumer's needs, and actually measures and designs in the consumer's home, and then processes and produces them in the factory. Before delivery to the door for installation, consumers must make the final payment. Since the custom furniture is customized according to the unique size of each owner's home, the board is selected according to the owner's preference, as well as the location of the opening and the internal structure. Therefore, "tailor-made" has become the biggest temptation for custom-made furniture to attract consumers, and it has also become the legal outerwear of some companies that "only repairs are not refundable". It is understood that once the custom furniture has been paid a deposit and placed an order, if there are problems such as poor quality or poor results, it can only be repaired and cannot be returned. Recently, consumers in many places in Beijing, Nanjing and Guangzhou have posted on the Internet posts that the purchase of custom-made furniture is out of order and the request for return has been rejected, causing widespread concern. The complaints focused on the product quality is not as good as the exhibition hall, the design effect is different from the actual product, the hardware accessories are easy to be damaged after use, and the delivery and installation are not timely. In the face of many problems and requirements for return and replacement, many custom furniture brand furniture malls mostly refuse to use exclusive customization, which affects the secondary sales. Most of the measures are only repairs or prefer to compensate part of the payment, rather than returning. Uneven design and installation levels According to reporters, due to the ordering and production of customized furniture, the industry has a lower threshold, the designer level is limited, and product quality and service standards have not been perfected. Therefore, consumer disputes caused by customized furniture have become a new hot spot for consumer complaints. According to statistics from a website, 54% of households have already used customized furniture products, and less than 50% of users said they would use customized furniture products. Insufficient design level is a major drawback of custom furniture. For customized furniture, the two most important links are design and installation. Nowadays, there are many brands with custom and home delivery slogans. The designer team is far from the level of designers of professional home improvement companies. Designers of custom furniture mostly design according to the needs of the owners, and then simply copy according to the software library. Without the creativity and overall grasp of the space, the design effect is often unsatisfactory. A consumer Mr. Hu told reporters that he had customized furniture, but the effect was not satisfactory, because the designer the brand sent to him was a post-90s young man who had just graduated, and ignored the air-conditioning socket panel when measuring the bookcase The position, when measuring the door high, also made a low-level mistake. Industry standards lack market standards Zhu Changling, chairman of the China Furniture Association, believes that although it is customized furniture, product quality and craftsmanship must meet national standards. However, most of the current problems with customized furniture are contract disputes. If the delivery is not timely, the designer is not skilled, and other issues It is clearly marked in the contract and cannot be solved by national quality standards. After the furniture leaves the factory for inspection, it needs to meet various quality and technical standards, and customized furniture is no exception. For the problems of custom furniture, each enterprise has different treatment methods. It is understood that most brands have a dedicated after-sales department for customized furniture. Dealers and installers need to go to the site to check for problems that occur, and deal with them within a limited time. The repair costs, transportation costs, and courier fees that are incurred are all from the enterprise. bear.
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