Home consumption research report China's British furniture purchasing power is growing steadily

Recently, the fire cloud research institute, which has been focusing on household consumption research for a long time, released a report saying that the consumption of domestic English-style furniture has shown a steady growth trend, which is directly proportional to the market scale of 10 billion, and an average household has invested an average of tens of dollars in the purchase of British furniture. Ten thousand, ten percent of families will consider buying English furniture.

The report shows that British furniture is divided into three segments: luxury, classic and leisure. The most important market share is concentrated in first- and second-tier cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, Chengdu, Wuxi, Nanjing, Ningbo, etc. The luxury style is mainly purchased by quite wealthy families, while the classic and casual consumer groups cover a large number of middle-class people.

Chinese furniture for English furniture

“The sale of British furniture in China has not been optimistic for a long time, because the consumer groups he faces are quite small. However, in the past five years, its changes have been very obvious.” One is engaged in the furniture industry. Mr. Xiao of the year said.

Fu Yi Home FOOKYIK British style "Windsor" luxury series

According to a senior industry insider, the British-style furniture product line that appears on the market is already very complete, and most of them sell well. This phenomenon is due to the maturity of the market environment and the improvement of purchasing power. Factors such as the diversification of consumption orientation.

For example, Fu Yi Home, a brand that has long focused on British furniture, sample survey shows that in the European and American style furniture they sell, English furniture has accounted for about 20% of the share, the single order amount is in the tens of About 10,000, but when FOOKYIK was just beginning to sell domestically, this ratio and customer price were far below the current level.

In fact, with the opportunity of the London Olympics, there was a boom in British furniture in 2011 and 2012. At that time, some British classical furniture could sell at very good prices. A carved English old bookcase was sold for 10,000 pounds in Beijing. The high price (about 99,000 yuan), a mahogany tapestry screen used by women to cover the flame of the fireplace sold for 600 pounds (about 5,944 yuan).

TomKeane, a well-known auctioneer who often appears on British TV shopping shows, said that the price that the Chinese middle class would like for British old-fashioned furniture surprised him. The British Culture Seminar held by FOOKYIK recently revealed a similar phenomenon. Many people were on the spot.

Fu Yi Home FOOKYIK British style "English Classic" series

Fuyi home-related store personnel believe that China's affluent class will increasingly like British furniture with exotic customs, elegance and fine craftsmanship. The buying group of British furniture will expand from returnees to fashion circles, celebrities and celebrities, and business enterprises. Business elite and so on.

A senior observer expressed his understanding of the emergence of this "China fever" phenomenon. He believes that the process of globalization has accelerated the speed of European and American cultures in China. The popularity of European home decoration style is only one of the appearances. The English style is European. The most mainstream branch of style, with the corresponding furniture is also a matter of course, as long as 10% of the tens of millions of renovation families choose this style every year, this market is quite large.

Design and brand HOLD consumer market

According to the report, in the past few years, the growth rate of the British furniture consumer market has exceeded 10%. Domestic and foreign brands have coexisted. Brands that have won the favor of the market have always won with exquisite craftsmanship and expensive materials. The whole market tends to do Practical and beautiful value-added products.

According to the observation of some British furniture products, it is found that such styles of furniture are mostly made of mahogany, aspen, mahogany, rosewood, chestnut, rubber, etc. In essence, these woods are superior products. The brand with strength and reputation can guarantee the authenticity.

"British furniture can win the optimism of the middle class and the wealthy class. There are two root causes. One is design and crafts, which attracts consumers' appreciation. The other is the emergence of a very strong and trustworthy brand that can make consumption. People can buy it with confidence." A senior person analyzed it.

Fu Yi Home FOOKYIK British style "Wood Bridge Town" leisure series

Taking FOOKYIK's British Windsor series as an example, it contains the design elements and craftsmanship of rare antique furniture, recreating the 18th century royal life. Some of the original furniture is still in the Windsor Castle in the suburbs of the UK, including No. 188. Room 196, 207, 208, 214, 225. Such furniture can not only show the owner's taste and identity, but also the value of art collection, and also design and produce according to the value goal of "heirloom treasure".

Brand is a factor that cannot be ignored. Some furniture brands that have been strong and accumulated for decades have been excavated and constructed in the British style, and finally formed a hot selling pattern of British furniture in China. In a list of high-end British-style furniture, Fukui Home FOOKYIK, DAVIDSALMON, KINGCOMESOFAS, TROWBRIDGEGALLERY, SavoirBeds, DG, Christopher, ArthurBrett, William Town, Essien Manor, Confort, Selma, Canaan Olive Tree , Manhattan, British Huazhuang, etc., are all mentioned brands with a high rate of influence or influence.

Take Fukui Home FOOKYIK as an example. It has been exported to European and American markets for more than 20 years. With its original European and American style furniture, it ranks among the top brands. In the field of English furniture, the luxury series "Windsor, UK" and the classic series "English" The "wooden town" of the classic and casual series is famous.

“If you want to promote the promotion of British-style furniture in China, Fuyi Home FOOKYIK is indispensable. They have made considerable efforts in product diversification, branding, the Chinese style of the British style, and the maturity of the market. "A senior industry person commented that.

According to the reporter, FOHOYIK has been holding a large number of cultural events every year since its domestic sales. In July, the brand held a lecture on British culture in Shanghai and Beijing. Dr. Yang Jialing, a professor at the Edinburgh University Art Institute, was invited. For everyone to talk about the ARTDeco art trend that has swept the world in the 20th century, it is highly appreciated by local media friends and high-end people.

Fu Yi Home British Culture Seminar

Geometric patterns, flowing musical lines, exotic elements, naturalistic interpretations, the essence of these ArtDeco, is by no means an illusory abstract expression, they exist in the art furniture of Fuyi Home. The guests said that after listening to Professor Yang's passionate speech, he deepened his understanding of British design and inspired a good yearning for British art life. There were not many guests on the spot.

The shoulders of the iron shoulders are righteous and the articles are handy. With the unremitting efforts of home practitioners in process innovation, brand upgrading, marketing, service concepts, etc., British furniture will occupy a core position in the high-end home market in China.

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