Furniture consumption is divided into three levels, and the future enters the era of aesthetic consumption.

Furniture consumption is divided into three levels, namely, practical consumption, aesthetic consumption and performance consumption. Practical consumption requirements meet basic use functions; aesthetic consumption requires homes to meet aesthetic needs, consumers have a certain purchasing power, and the value appeal of furniture is "beauty." It is also sensitive to price, and the purchase plan is strong. It will improve its bargaining power through multi-party comparison, group purchase and discount season. Emphasis on product design, material types, environmental protection, and brand awareness; performance consumption is to meet the needs of display and as an investment behavior. Consumers have considerable purchasing power, and the value of furniture is "expensive" and "rare". Pay attention to the brand and product origin. In the first 10 years, China's furniture consumption market is dominated by practical consumption. In the future, China's furniture consumption will enter the era of aesthetic consumption, and the requirements for furniture materials, design and brand will be improved.

The three major driving forces of furniture consumption, real estate investment, wedding, consumption upgrades have changed, the real estate industry is facing major uncertainties, the number of marriages in China will reach its peak in 2015, and consumption upgrade will become the main driving force of furniture consumption.

The market capacity of the furniture industry is around 600 billion yuan, but there is no mass brand in the industry. The scale of a single brand is not large. The main reason is that the furniture consumption in China in the first 20 years is mainly practical consumption. The furniture enterprises pay insufficient attention to the design and lack the brand operation ability. The brand distinction is low and no industry leaders have emerged.

Compared with manufacturers, furniture channel operators occupy an absolute advantage in the industrial chain, and chain stores are the main sales channels for brand furniture. The shortcomings of this sales model are: brand companies have low bargaining power, profits are squeezed by channel vendors; chain stores are large in scale, actual single-store passenger traffic is low; circulation costs are high, and brand companies are forced to raise prices, thereby inhibiting to some extent Consumption. The O2O model is suitable for furniture sales, the squeeze channel foam reduces costs, and the information transparency enhances the shopping experience, which will have a subversive impact on the existing furniture sales model and even the industry competition pattern. O2O e-commerce brand Melaleuca has only been established for 5 years, and its sales revenue has reached 2 billion, exceeding most of the traditional furniture industry.

It is reported that the proportion of custom furniture has reached 40%, custom furniture companies began to seek category extensions to indicate that the custom furniture industry is nearing maturity. Industry growth may decline and competition in the future will become more intense.

The investment logic of the furniture industry will follow two main lines. One is to meet the demand for aesthetic consumption and establish a strong brand: To build a strong brand requires a multi-faceted ability of the enterprise. The first is to strengthen the design ability and enhance the proportion of original products. In addition, in terms of brand operation, after-sales service, etc., we must be unique, beyond the expectations of consumers, can truly build a strong brand, and drive sales through the brand. Second, embrace the new business model, squeeze the channel bubble, and increase the consumer's utility in a way that lowers the price of the product, thereby enhancing the consumer experience.

For more information on China's furniture industry, please pay attention to the official website of Xianghe Furniture City ().