Three Changes in New Chinese Furniture of Tanyue State House
In recent years, due to the call for the return of Chinese culture and the respect for traditional culture, Chinese furniture represented by mahogany furniture has developed rapidly, but not all people like traditional furniture.
Some people think that although it has its own unique culture and art, it lacks a sense of modernity and fashion. In order to cater to the needs of this group of people, a new Chinese-style furniture that combines the characteristics of Chinese elements has appeared in the furniture market, and gradually formed a unique and beautiful landscape
New Chinese Style and Customization of Tanyue State House
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Under the custom-made and self-assembled air outlet, finished product companies have joined hands to customize, and new Chinese companies are naturally no exception.
The first category is the transformation and customization of finished furniture enterprises, while developing new Chinese style new products. For example, Model Home, launched a new Chinese high-end customized project aimed at the needs of new middle-class consumers. At the same time, develop a "smart home" service, that is, a modular furniture combination, for consumers to freely match according to the type of apartment.
The other category is the transformation of old brands and new Chinese enterprises for customization. For example, the new Chinese high-end customized projects in the free workshop, the customized service of Mingding Tan & Tansong whole house, the Su Li "Su Zhu space" mahogany assembly project, etc.
Such enterprises started early in the field of new Chinese style, and most of them take "original design" as their core competitiveness, and have more advantages in product design. This transformation can largely solve the drawbacks of the size of the finished furniture that does not match the size of the apartment, and ease the pressure on inventory.
In addition to the hand-made customization of finished product companies, customized companies are also seeking new Chinese help. Such as Weiyi light luxury new Chinese style custom project, Shangpin house with new Chinese style whole house renovation project, etc.
The advantage of this type of enterprise is that it has a relatively mature custom factory production line and mature custom experience, and has more custom home market resources and real estate developer channels. At present, many real estate developers are also watching the new Chinese style outlet, launching new Chinese style courtyards and real estates, with a view to cooperating with new Chinese home furnishing enterprises to develop supporting hardcover rooms. Perhaps this will become a new entry point for customized companies to obtain channels.
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New Chinese style, new theme
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From a design point of view, new Chinese companies are no longer limited to the fusion of traditional Chinese and modern minimalist styles, but combine product design and ideas with more traditional themes. Such as gardens, Hui-style architecture, blue and white porcelain elements, etc.
Compared with simply discussing design and cultural inheritance concepts, this intuitive design is more clear and can quickly increase consumers' sense of identity and discussion.
For example, in September 2019, the new Chinese-style space "Splendid Oriental" launched by Shangpin House with the Forbidden City Cultural IP and "Twilight Jiangnan" borrowed from the architectural elements of the Hui School. In the future, Shangpin Home Furnishing will further develop related home products. As a big IP in recent years, the Forbidden City has both traditional cultural heritage value and market discussion enthusiasm, which is similar to the "new" of the new Chinese style.
In addition, the new Chinese “mix and match†design has also attracted the attention of many consumers. This type of design is mostly oriented to home space collocation, incorporating Nordic style, Japanese style and other neighboring style home products into the space design, from simple and complex to complex.
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New Chinese style and new marketing
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In terms of marketing, new Chinese companies have also made many changes. From the early graphic description of the product, to the provision of overall space design and matching, online live 3D model, VR viewing mode, etc., combined with new technologies to enhance the sense of home product experience. For example, the mahogany furniture enterprise recalls Dongfang, and the design cases are displayed online in the form of 3D panoramas.
In addition, enterprises are no longer only positioned as designers, manufacturers and distributors of home products, but have begun to turn to space matching designers to provide overall design or matching services. Such as Tan Song, it provides a variety of Chinese-style living scene design solutions and overall home design services such as study rooms and tea rooms to meet consumers' one-stop shopping needs.
At the same time, the integration of online and offline is closer, and more old and new Chinese enterprises are "electrically shocked." Moreover, many companies are still cultivating original designs and high-end materials to meet the needs of the new middle class.
According to the incomplete statistics of Double Eleven in 2019, the sales of 48 home furnishing brands exceeded 100 million. During the double eleventh day, the transaction volume of Jingdong Redwood Home Furnishings increased by 155% year-on-year, and the whole-day turnover of Slippery Redwood, the world's only authorized replica furniture brand, increased by 55 times year-on-year. In the future, Internet thinking will become a magic weapon for home furnishing companies.
From tradition to innovation, the "new" of the new Chinese style is no longer limited to new designs, but is also integrating new retail, new technologies and new consumption habits.
At present, the enthusiasm of the new middle-class consumers and young consumers for the new Chinese style is still high. In the future, more young generations will enter the new Chinese home furnishing market. The market development potential is huge, and naturally they will have to face more competitors.
In this process, what will be left is a truly innovative enterprise. Playing with concepts and gimmicks is no longer feasible in this era.
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