After the 1980s, can it become a major consumer group in the current furniture market?

April 14, 2020

This is an impetuous era and an era of market segmentation.
Impetuous, so that market participants have become blind and have an irresistible desire in the face of profits; market segments have different marketing priorities, and many new objects and new names have emerged, becoming the targets of merchants.
At present, the most popular word on the market is "post-80s". From clothing to food and beverages, from digital products to automobiles, businesses have focused their attention on them, and the products launched for them are endless. Synonymous with. Then, the marketing methods adopted for them are no different.
The furniture industry has also set its sights on this group of people who were once a "broken generation" and a "critically criticized generation". The furniture products launched after the 1980s are based on the concept of personality creation and fashion pioneers. What's more, even Starting to analyze the psychology and consumption trends of post-80s furniture, as if the post-80s have been the focus of attention in the current consumer market. We can't dispute whether this approach is correct or not, but after the 1980s, can we really meet the expectations of merchants and become a large consumer group in the current furniture market?

Inflation and salary
Inflation has been an unavoidable topic in recent years. Since the reform and opening up, China ’s annual inflation rate of about 3% is still within the range of consumers. However, after the baptism of the two financial crises, the recovery of the Chinese economy seems to be not rational, especially in recent years. In 2001, the inflation rate once exceeded the controllable range, and the price increase was very serious. Unlike ordinary prices, the prices of consumer products such as digital products and automobiles have been steadily declining, so this type of product has the conditions and the ability to build the post-80s into a major consumer group.
Unlike furniture products, rising prices, especially rising raw materials, directly lead to higher prices for furniture products. For Guangdong furniture, it is the characteristics of Guangdong to take the high-end and high-end route, but the high price of high-end furniture directly puts 80 Later consumers were turned away.
The stark contrast to inflation is the salary of the post-80s. In 2009, the average salary of Guangdong undergraduates for the first job was only 1699 yuan, and it reached 2700 yuan in 2010. Except for food and clothing, there is basically no deposit for a month, and I work hard for a few years Wages rose to 7,000 to 8,000. In order to buy a house, the monthly mortgage deduction was 3,000 to 4,000. The remaining money was equal to the rate of inflation. There was no money at hand to buy furniture. I would like to ask, how can this status quo form the purchasing power of the post-80s generation?
It is undeniable that in some businesses, they have made money from the post-80s consumers, but this situation is not necessarily applicable to Guangdong furniture manufacturers, not necessarily to all post-80s consumers. Guangdong furniture is taking a high-end route, focusing on quality and workmanship, but their market positioning is not a young generation after 80s, but a high-end fashion person. Only low-end products such as IKEA and Chuanpai furniture will be favored by the post-80s.

Idea and brand
Also, in terms of philosophy, does the design philosophy of domestic furniture meet the aesthetic appeal of the post-80s consumers?
I have to say that in fact, this problem occupies a large proportion in the hearts of consumers after 1980s. Many businesses have said that our products need to meet the post-80s consumer's pursuit of fashion, but once the product is produced, it is still old, the solid wood is still new Chinese, European, classic, and the plate is still bright, and the design has never been obtained. New breakthrough. (Modern and postmodern in software, etc.)
Instead, we look at foreign furniture. Due to the difference in the home concepts of Europeans and Americans, Europeans and Americans change furniture very frequently. They paint and decorate rooms almost every year, so the personalization of products has become the mainstream they pursue. This can be seen from the product styles of IKEA and B & Q. Their products have a very high cost performance. It is particularly important that these products emphasize novel design, simplicity and simplicity, and are popular among young people.
Complementing the design concept is the brand. At this stage, Guangdong Furniture has begun to focus on brand building. However, the strength of the store distribution industry has made brand building difficult. Manufacturers have stated that direct stores will be the final form of furniture terminals. However, the problem of taxation is hindering this form of energy. The key to smooth implementation.
Consumers after the 1980s have little concept of furniture brands. Except for all friends of Chuanpai Furniture and the larger overall cabinet brand Oupai, etc., most people think that such large-scale products as Red Star Macalline and Actual Home The store is the brand of furniture products. This can be said to be sad for the furniture industry.
"Channels touch the Internet", many businesses sell furniture online to seek the attention of the post-80s consumer groups. But can this approach really work? Even design and branding do not have a core concept, how can it be possible to satisfy the needs of post-80s consumers from the channel form alone?
The author personally believes that it is difficult to say whether the mainstream purchasing power of the furniture industry can be formed after the 1980s, but they are definitely the backbone of society in the near future, and they will naturally become the mainstream consumer group in the market.

Pan-80s consumer group
If you really want to define the current young consumer group in the furniture industry, the author feels that the term "pan-80s" is more suitable for the current industry form.
The so-called "pan-80s", as the name implies, refers to a generation who stepped on the tail of the 1970s and covered the entire 80s, and even pushed back to the early 90s. This group of people, partly or professionally successful, partly or dependent on their parents, already have the conditions to get married and buy a house, so it is logical to buy furniture. The career success of the late 70s is different from the pursuit of furniture after the 80s. They are more inclined to a decent style and rarely go to stores like IKEA. After 1980s and even after 90s, they rely on their parents to purchase furniture. Many of the suggestions for furniture purchase come from their parents. They also prefer domestic furniture styles. As a result, this group of talents truly formed purchasing power.
Therefore, the positioning of the Guangdong furniture market should capture such a small number of people, rather than the entire 80s. If this is not clear, no amount of consumer psychoanalysis will be in vain. The marketing offensive against the post-80s is like "cannon against mosquitoes", and the effect is not so obvious.

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