The concept of “private customization†has been around for a long time. The ancient Chinese royal tributes and official kiln porcelain were typical examples of the “private customization†of the royal family and the upper class. Nowadays, in the field of luxury goods such as clothing, car and leather bags, “private customization†is the basic means for luxury goods to highlight the deep meaning of its brand culture and the important terminal sales model. Recently, in the mahogany furniture market, “customization†has gradually become popular. The reporter recently saw in some mahogany furniture areas of some stores that some of the furniture being displayed is labeled with "private customization". When asked about the possibility of customizing furniture, many merchants said that they can customize personalized mahogany furniture according to customer requirements.
According to the survey, at present, 30% of the sales channels of enterprises are privately customized. According to a salesperson, if you choose to customize, from material selection to style design, you can customize according to customer requirements. Some merchants even hire designers to design different styles according to the style of customers' home decoration. Furniture.
It is understood that since the second half of 2011, the number of people who customize mahogany furniture has gradually increased. A consumer who chose to customize mahogany furniture told reporters that the reason for choosing customization was mainly because the furniture displayed at the store was not suitable for the design and style of the family. The reporter learned that most consumers who choose to customize are those who have high requirements for personalization or have strict requirements and assumptions about the style of home decoration.
In this regard, an industry expert believes that each customized product is unparalleled in its artistic and vitality, which is unparalleled in the product line. The customers who choose "private customization" mostly emphasize the lifestyle of individuality. This is the current fashionable consumption mode, which is consistent with the consumption psychology of high-end people.
At the same time, many consumers believe that mahogany furniture should be customized. "With the production of machine lines, mahogany furniture has no original cultural connotation." A consumer told reporters. According to the introduction of the merchants, consumers now have a deeper understanding of the cultural connotations of mahogany furniture. This kind of understanding makes them no longer passively accept the idea of ​​the production line sold by manufacturers.
In addition, some insiders believe that the potential for value-added appreciation of customized furniture is also large. Choosing “private customization†is also one of the manifestations of consumer investment maturity.
Customization, personality and culture are the main demands; favorable market development is an opportunity and a challenge.
The craftsmanship, rare materials, cultural connotations and other characteristics of mahogany furniture are more clearly and directly presented by the “customized†model. These characteristics have become the most effective appeal point for people to pursue a personalized lifestyle, directly stimulating consumers' preference for customized furniture, and for enterprises, due to the high-end attributes of mahogany furniture, establishing and maintaining high-end consumer groups, becoming the market sales link of enterprises. The consensus and basic operation methods, "private customization" can also be regarded as a small qualitative change after the company's long-term guardian behavior. In the market competition, the company's own promotion of products, design, services, terminal channels, brand building and other aspects of the chain has also saved the energy base for the development of "private customization" market.
“Private customization†is a prelude and foreboding of mahogany furniture towards luxury. However, this also means new challenges and crises. On the one hand, customization can better establish contact with customers while improving the quality and influence of their products. On the other hand, customization means higher requirements for customers. “Customers who choose to customize are often more picky. They are even more likely to invite experts for identification in mahogany. It is also common to be asked to rework.†A merchant told reporters.
How to provide more choices and personalized service models for the mahogany furniture consumer market, how to achieve the expansion of brand value and the improvement of competitiveness are all proposed by "private customization" to the "hard strength" and "soft power" of the mahogany enterprises. High requirements.
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