In-depth report: French furniture China report
2023-08-17 09:12:51
The sales of French furniture in the Chinese market have remained relatively stable. Recently, Huoyun Consulting conducted a sample survey for this market. Huoyun Consulting believes that French furniture, like several other major categories of furniture, is embarking on a road of branding, quality and high-end, and the brand positioning is becoming more and more clear, and consumers will be more rational when purchasing.
According to the survey of Huoyun Consulting, French furniture can be subdivided into court luxury, classic, and pastoral leisure. The most important consumer markets are concentrated in first- and second-tier cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, and Chengdu. In Wuxi, Nanjing, Ningbo, Wuhan and other places, the palace luxury style is mainly purchased by quite wealthy families, while the classic and casual consumer groups cover a large number of middle-class people.
I. Market Analysis According to the investigation of Huoyun Consulting, the entire French-style furniture market has maintained steady growth, but the growth situation is relatively stable. At present, the furniture of the American, British and Italian styles maintains a considerable position.
1. Market size The market size of the entire French style furniture is about 10 billion. The composition of this market mainly includes three categories: imported French furniture brands; domestic high-end French style furniture brands; common French style furniture.
Imported French furniture brands, French-style furniture imported from France or other countries, focus on high-end luxury, for the rich, a whole set (including living room, bedroom, etc.) furniture is millions of dollars, this part of the market is around 30% . Excluding counterfeit imported brands, this part of the market size remains within the established range.
Domestic high-end French style furniture brand, namely China's domestic high-end brands, such as FOOKYIK, which was born in Macau and set up a factory in Guangdong. This category of French furniture is mainly high-end, taking care of the middle class, a whole set (including living room, bedroom, etc.) Furniture, high-end series in the vicinity of nearly a million, there are hundreds of thousands of mid-range series. This part of the furniture accounts for about 40% of the domestic market, the fastest growth.
Common French style furniture, which refers to all kinds of furniture made according to French style, belongs to the category of mass consumption, and is oriented to ordinary families, taking into account the middle class, a set of furniture (including living room, bedroom, etc.) is generally around 50,000-100,000 or Below, the remaining 30% of the market, this part of the consumption is stable, but the growth is small.
2. Market Distribution According to the consumption level and the influence of French fashion, imported French furniture and local high-end brands are mainly concentrated in first- and second-tier cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Tianjin, Chongqing, Nanjing, Chengdu, Shenyang, Suzhou, Hangzhou, Dalian, Wuhan, Suzhou, Qingdao, Xi'an, Ningbo, Xiamen, Changsha, Hefei, Foshan, Wuxi and other more than 30 regions, with Fuyi Home FOOKYIK, its national focus in Beijing, Shanghai, Guangzhou, Chongqing, etc. The city has direct sales stores.
But in the third-tier cities, there are mainly some low-end French furniture brands. In the fourth-tier cities, it is mainly covered by ordinary French-style furniture companies. Most brands are less well-known, but the price is very advantageous.
3. Brand distribution Some furniture companies that have accumulated strength for decades have been excavating and constructing in French design, crafts, materials and brand building. Not only have they achieved rapid growth, but also contributed to the hot selling pattern of French furniture in China. .
According to Huoyun Consulting, in the list of French-style furniture with high exposure on the market, Fuyi Home FOOKYIK, DUVIVIER (Du Yuwei), Roche Bobois, Hugues Chevalier, Ligne Roset freehand space, ARTCOPI (Arteki) ), COLLIENT, COUTURE, DUVIVIER, MSS, Cape dynasty, Warren family, Caesars Court, Meilun Mansion, Geyi Rose, Han Feier, Yuguan Huating, Silver Aristocrats, Kafunda, etc. are all brands with high referral rates or high influence.
Most of them have their headquarters and production bases in Guangdong, such as Fuyi Home FOOKYIK, Warren Family, etc., some in Zhejiang, such as the Cape Town. Most brands have their own main products, such as the top three furniture of Fu Yi Home, the luxury series "Versailles Rose", the classic series "French Toon", and the leisure series "Provence" have enjoyed a high reputation.
4, the market trend French furniture is not too exciting story, it in the Chinese market, from appearance to growth, and the current market trend, are stable and full of stamina.
Through the observation of network data, the attention of French furniture has improved in the past two years. On the Baidu index, there was no data until 2012, and now, more than 100 search frequency per day has been maintained. It can be judged that the users of French furniture pay attention to the heat and there is no big ups and downs.
Second, consumption analysis According to the sample analysis of Huoyun Consulting, the consumption of French furniture presents a relatively unipolar pattern, comprehensive data from all aspects, the largest proportion of consumers in the age group of 30-39 years old, from the academic point of view, undergraduate degree Most people have more women than men in terms of gender.
1. Consumer groups in the high-end French furniture consumer market, buyers include business owners, professional managers, corporate executives, returnees, professionals, professional investors, scholars, middle and senior public officials, as well as performing stars, sports stars, etc. group.
According to the customer sample provided by Fuyi Home FOOKYIK, returnees, business owners and senior professional managers, literary figures and scholars account for half of the French furniture consumer group.
In terms of urban distribution of consumers, cities such as Beijing, Guangzhou, Shanghai, Tianjin, Zhengzhou, Hangzhou, Foshan, Zhongshan, Chengdu, and Xi'an rank among the top ten, and those who purchase French furniture are the most; in terms of provinces, Guangdong, Zhejiang, Jiangsu, Henan and Beijing occupy the top five, and the consumer groups of French furniture are relatively large.
2, the purchase channel is the same as other European and American style furniture, the most important channels for consumers to purchase French furniture include mid-to-high-end home stores, brand stores, furniture brand clubs, decoration companies, etc. Online purchase has not yet formed a mainstream.
Mid-to-high-end home stores include Red Star Macalline, Real Home, Guangzhou Jisheng Weibang, Chengdu Fusenmei, B&Q, Haomeijia, Yi Home, Beijing Chengwaicheng, Beijing Good Home, Jimei Furniture, Lanjingli Home, Aijia Home, Jinsheng International, Yuexing Home Plaza, Haobainian Home, Shanghai Wending Life Museum, etc.
Brand stores include flagship stores, direct stores, franchise stores, experience stores and other sales platforms, such as flagship stores and direct stores opened by Fuyi Home FOOKYIK in Guangzhou, Beijing, Shanghai and Chongqing. .
3. Consumption Amount According to the observation of Huoyun Consulting, French furniture is an important part of high-end furniture, and the amount of consumption is equally eye-catching. High-end customers have invested millions in furniture and there are many people who are sitting on it. The rich do not talk about the affluent consumer groups with larger numbers and relatively small assets, and they will invest in hundreds of thousands to 1 million on high-end furniture.
Take Fuyi Home as an example. If a villa's bedroom, study room, entertainment room, etc., all use the luxury series "Versailles Rose", the price of nearly one million is very common. Compared with the luxury series of furniture, the consumption of the classic series and the leisure series is not so prominent, but it should not be underestimated. For example, in the case of Fukui Home FOOKYIK, if the space of the villa or the large-sized apartment adopts the leisure series Provence or the classic series of French toon, the consumption of 300,000 and 500,000 is quite common.
Fu Yi home FOOKYIK French style luxury series - Versailles rose
4. Consumption habits Because consumer groups have different factors in terms of occupation, age, region and preference, the consumption habits of French furniture are also quite different. Some consumers may have the mentality of spending rich consumption, but it is already very less.
First, influenced by the French culture, I like the French romantic style very much. I have a clear rational demand and directly ask for the brand with the quality and quality that meets my requirements.
The second is the difference in regional consumption habits. For example, Beijing consumers like the court luxury style, while Guangzhou consumers may prefer the classic “French toonâ€, while Shanghai consumers prefer refined and elegant French furniture to highlight the quality. Feeling, design sense, the leisure series "Provence" just met their requirements.
The third is the psychology of grade consumption. Most of the careers are successful, with multiple sets of houses, and high-end French furniture represents their taste and identity.
The fourth is the enjoyment of consumers, paying attention to the quality and design of French furniture, and attaching importance to the improvement of quality of life. Because French furniture is quite beautiful and romantic in design and craft, it just meets the law of enjoyment.
There is also a collection of consumption habits, mainly to buy some limited edition or French classical furniture with historical inheritance, for collection, the quality of these furniture itself is extraordinary, but this group is quite small.
5. Consumer Trends In the FOOKYIK survey of Fuyi Home, Huoyun Consulting found that Chinese intellectuals will increasingly like French furniture with exotic customs, elegance and fine craftsmanship. The buying group is taking the mainstream from the returnees and becoming a fashion circle and art. Circle celebrities, as well as business elites of business enterprises, are equally divided.
According to the report, in recent years, the growth rate of the French furniture consumer market is about 10%. Domestic and foreign brands coexist, and brands that have won the market have always won with exquisite craftsmanship and expensive materials. The whole market tends to be practical. And beautiful value-added products.
In terms of consumption trends, Huoyun Consulting believes that the French furniture market lacks sufficient monopoly brands. Even a few active companies can't lead the trend of the industry. However, it is worth noting that The more families began to look to Fuyi Home FOOKYIK.
III. Brand and Product Analysis In the field of French furniture, some brands are relatively more concerned. Similarly, some of their products have unique selling points. These brands focus on the French court style, the French-style French style, and the French-style neo-classical style.
It is worth noting that the materials of French furniture are mainly poplar, cherry, maple, and black walnut. These woods are all superior products. Using these woods can fundamentally ensure the grade and quality of furniture products.
1. French court style French style palace furniture can be divided into several types according to time: Louis XIV period, Louis XV period, Louis XVI period, Emperor style, etc. Nowadays, the French court style furniture on the market will be mostly inherited. The style elements of these periods, of course, will be combined and innovated.
The style of the Louis XIV period is famous for its magnificence and grandeur. The lines are mostly straight and rarely curved. The structure of the furniture is mostly square, while the decoration adopts a lively artistic pattern. The furniture of Louis XV is no longer obsessed with straight lines. Classical art motifs with carvings, inlays, lacquers, gold-plated and intricate metal trims.
The furniture style of Louis XVI has returned to the classical design of Rome and Greece. The furniture structure has been changed from curves and Kabri legs to straight lines. The decoration is flat and the classical Greek Ionian-style cylindrical top and Corinthian design. The sofa is longer than before and is supported by a number of straight legs with grooves. The top of the bed is usually decorated with pineapple, feather or other decorations.
The style of the imperial period will have many typical decorations, such as various winged patterns, Greek bottle ornaments, laurel wreaths, harp, samurai helmets and pigeons.
Representative of the French court style
2, French pastoral leisure style In the eyes of the nobility, the rural life is simple, but after the decline of the upper class, the rural life is romantic and desirable. Therefore, the design of French-style furniture is not as complicated as classical furniture, and the layers are curved. Instead, it is simple and smooth lines, and elegantly decorated with small carvings.
In terms of color, it is plain, simple and simple, preferring bright colors, such as beige, soft lines are typical features, small size, romantic atmosphere everywhere. Compared to the English garden's restrained little floral, in the French pastoral style home
According to the survey of Huoyun Consulting, French furniture can be subdivided into court luxury, classic, and pastoral leisure. The most important consumer markets are concentrated in first- and second-tier cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, and Chengdu. In Wuxi, Nanjing, Ningbo, Wuhan and other places, the palace luxury style is mainly purchased by quite wealthy families, while the classic and casual consumer groups cover a large number of middle-class people.
I. Market Analysis According to the investigation of Huoyun Consulting, the entire French-style furniture market has maintained steady growth, but the growth situation is relatively stable. At present, the furniture of the American, British and Italian styles maintains a considerable position.
1. Market size The market size of the entire French style furniture is about 10 billion. The composition of this market mainly includes three categories: imported French furniture brands; domestic high-end French style furniture brands; common French style furniture.
Imported French furniture brands, French-style furniture imported from France or other countries, focus on high-end luxury, for the rich, a whole set (including living room, bedroom, etc.) furniture is millions of dollars, this part of the market is around 30% . Excluding counterfeit imported brands, this part of the market size remains within the established range.
Domestic high-end French style furniture brand, namely China's domestic high-end brands, such as FOOKYIK, which was born in Macau and set up a factory in Guangdong. This category of French furniture is mainly high-end, taking care of the middle class, a whole set (including living room, bedroom, etc.) Furniture, high-end series in the vicinity of nearly a million, there are hundreds of thousands of mid-range series. This part of the furniture accounts for about 40% of the domestic market, the fastest growth.
Common French style furniture, which refers to all kinds of furniture made according to French style, belongs to the category of mass consumption, and is oriented to ordinary families, taking into account the middle class, a set of furniture (including living room, bedroom, etc.) is generally around 50,000-100,000 or Below, the remaining 30% of the market, this part of the consumption is stable, but the growth is small.
2. Market Distribution According to the consumption level and the influence of French fashion, imported French furniture and local high-end brands are mainly concentrated in first- and second-tier cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Tianjin, Chongqing, Nanjing, Chengdu, Shenyang, Suzhou, Hangzhou, Dalian, Wuhan, Suzhou, Qingdao, Xi'an, Ningbo, Xiamen, Changsha, Hefei, Foshan, Wuxi and other more than 30 regions, with Fuyi Home FOOKYIK, its national focus in Beijing, Shanghai, Guangzhou, Chongqing, etc. The city has direct sales stores.
But in the third-tier cities, there are mainly some low-end French furniture brands. In the fourth-tier cities, it is mainly covered by ordinary French-style furniture companies. Most brands are less well-known, but the price is very advantageous.
3. Brand distribution Some furniture companies that have accumulated strength for decades have been excavating and constructing in French design, crafts, materials and brand building. Not only have they achieved rapid growth, but also contributed to the hot selling pattern of French furniture in China. .
According to Huoyun Consulting, in the list of French-style furniture with high exposure on the market, Fuyi Home FOOKYIK, DUVIVIER (Du Yuwei), Roche Bobois, Hugues Chevalier, Ligne Roset freehand space, ARTCOPI (Arteki) ), COLLIENT, COUTURE, DUVIVIER, MSS, Cape dynasty, Warren family, Caesars Court, Meilun Mansion, Geyi Rose, Han Feier, Yuguan Huating, Silver Aristocrats, Kafunda, etc. are all brands with high referral rates or high influence.
Most of them have their headquarters and production bases in Guangdong, such as Fuyi Home FOOKYIK, Warren Family, etc., some in Zhejiang, such as the Cape Town. Most brands have their own main products, such as the top three furniture of Fu Yi Home, the luxury series "Versailles Rose", the classic series "French Toon", and the leisure series "Provence" have enjoyed a high reputation.
4, the market trend French furniture is not too exciting story, it in the Chinese market, from appearance to growth, and the current market trend, are stable and full of stamina.
Through the observation of network data, the attention of French furniture has improved in the past two years. On the Baidu index, there was no data until 2012, and now, more than 100 search frequency per day has been maintained. It can be judged that the users of French furniture pay attention to the heat and there is no big ups and downs.
Second, consumption analysis According to the sample analysis of Huoyun Consulting, the consumption of French furniture presents a relatively unipolar pattern, comprehensive data from all aspects, the largest proportion of consumers in the age group of 30-39 years old, from the academic point of view, undergraduate degree Most people have more women than men in terms of gender.
1. Consumer groups in the high-end French furniture consumer market, buyers include business owners, professional managers, corporate executives, returnees, professionals, professional investors, scholars, middle and senior public officials, as well as performing stars, sports stars, etc. group.
According to the customer sample provided by Fuyi Home FOOKYIK, returnees, business owners and senior professional managers, literary figures and scholars account for half of the French furniture consumer group.
In terms of urban distribution of consumers, cities such as Beijing, Guangzhou, Shanghai, Tianjin, Zhengzhou, Hangzhou, Foshan, Zhongshan, Chengdu, and Xi'an rank among the top ten, and those who purchase French furniture are the most; in terms of provinces, Guangdong, Zhejiang, Jiangsu, Henan and Beijing occupy the top five, and the consumer groups of French furniture are relatively large.
2, the purchase channel is the same as other European and American style furniture, the most important channels for consumers to purchase French furniture include mid-to-high-end home stores, brand stores, furniture brand clubs, decoration companies, etc. Online purchase has not yet formed a mainstream.
Mid-to-high-end home stores include Red Star Macalline, Real Home, Guangzhou Jisheng Weibang, Chengdu Fusenmei, B&Q, Haomeijia, Yi Home, Beijing Chengwaicheng, Beijing Good Home, Jimei Furniture, Lanjingli Home, Aijia Home, Jinsheng International, Yuexing Home Plaza, Haobainian Home, Shanghai Wending Life Museum, etc.
Brand stores include flagship stores, direct stores, franchise stores, experience stores and other sales platforms, such as flagship stores and direct stores opened by Fuyi Home FOOKYIK in Guangzhou, Beijing, Shanghai and Chongqing. .
3. Consumption Amount According to the observation of Huoyun Consulting, French furniture is an important part of high-end furniture, and the amount of consumption is equally eye-catching. High-end customers have invested millions in furniture and there are many people who are sitting on it. The rich do not talk about the affluent consumer groups with larger numbers and relatively small assets, and they will invest in hundreds of thousands to 1 million on high-end furniture.
Take Fuyi Home as an example. If a villa's bedroom, study room, entertainment room, etc., all use the luxury series "Versailles Rose", the price of nearly one million is very common. Compared with the luxury series of furniture, the consumption of the classic series and the leisure series is not so prominent, but it should not be underestimated. For example, in the case of Fukui Home FOOKYIK, if the space of the villa or the large-sized apartment adopts the leisure series Provence or the classic series of French toon, the consumption of 300,000 and 500,000 is quite common.
Fu Yi home FOOKYIK French style luxury series - Versailles rose
4. Consumption habits Because consumer groups have different factors in terms of occupation, age, region and preference, the consumption habits of French furniture are also quite different. Some consumers may have the mentality of spending rich consumption, but it is already very less.
First, influenced by the French culture, I like the French romantic style very much. I have a clear rational demand and directly ask for the brand with the quality and quality that meets my requirements.
The second is the difference in regional consumption habits. For example, Beijing consumers like the court luxury style, while Guangzhou consumers may prefer the classic “French toonâ€, while Shanghai consumers prefer refined and elegant French furniture to highlight the quality. Feeling, design sense, the leisure series "Provence" just met their requirements.
The third is the psychology of grade consumption. Most of the careers are successful, with multiple sets of houses, and high-end French furniture represents their taste and identity.
The fourth is the enjoyment of consumers, paying attention to the quality and design of French furniture, and attaching importance to the improvement of quality of life. Because French furniture is quite beautiful and romantic in design and craft, it just meets the law of enjoyment.
There is also a collection of consumption habits, mainly to buy some limited edition or French classical furniture with historical inheritance, for collection, the quality of these furniture itself is extraordinary, but this group is quite small.
5. Consumer Trends In the FOOKYIK survey of Fuyi Home, Huoyun Consulting found that Chinese intellectuals will increasingly like French furniture with exotic customs, elegance and fine craftsmanship. The buying group is taking the mainstream from the returnees and becoming a fashion circle and art. Circle celebrities, as well as business elites of business enterprises, are equally divided.
According to the report, in recent years, the growth rate of the French furniture consumer market is about 10%. Domestic and foreign brands coexist, and brands that have won the market have always won with exquisite craftsmanship and expensive materials. The whole market tends to be practical. And beautiful value-added products.
In terms of consumption trends, Huoyun Consulting believes that the French furniture market lacks sufficient monopoly brands. Even a few active companies can't lead the trend of the industry. However, it is worth noting that The more families began to look to Fuyi Home FOOKYIK.
III. Brand and Product Analysis In the field of French furniture, some brands are relatively more concerned. Similarly, some of their products have unique selling points. These brands focus on the French court style, the French-style French style, and the French-style neo-classical style.
It is worth noting that the materials of French furniture are mainly poplar, cherry, maple, and black walnut. These woods are all superior products. Using these woods can fundamentally ensure the grade and quality of furniture products.
1. French court style French style palace furniture can be divided into several types according to time: Louis XIV period, Louis XV period, Louis XVI period, Emperor style, etc. Nowadays, the French court style furniture on the market will be mostly inherited. The style elements of these periods, of course, will be combined and innovated.
The style of the Louis XIV period is famous for its magnificence and grandeur. The lines are mostly straight and rarely curved. The structure of the furniture is mostly square, while the decoration adopts a lively artistic pattern. The furniture of Louis XV is no longer obsessed with straight lines. Classical art motifs with carvings, inlays, lacquers, gold-plated and intricate metal trims.
The furniture style of Louis XVI has returned to the classical design of Rome and Greece. The furniture structure has been changed from curves and Kabri legs to straight lines. The decoration is flat and the classical Greek Ionian-style cylindrical top and Corinthian design. The sofa is longer than before and is supported by a number of straight legs with grooves. The top of the bed is usually decorated with pineapple, feather or other decorations.
The style of the imperial period will have many typical decorations, such as various winged patterns, Greek bottle ornaments, laurel wreaths, harp, samurai helmets and pigeons.
Representative of the French court style
2, French pastoral leisure style In the eyes of the nobility, the rural life is simple, but after the decline of the upper class, the rural life is romantic and desirable. Therefore, the design of French-style furniture is not as complicated as classical furniture, and the layers are curved. Instead, it is simple and smooth lines, and elegantly decorated with small carvings.
In terms of color, it is plain, simple and simple, preferring bright colors, such as beige, soft lines are typical features, small size, romantic atmosphere everywhere. Compared to the English garden's restrained little floral, in the French pastoral style home
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