According to a survey by reporters, the demand for panel furniture in the Beijing furniture market is still strong, and sales are also an important contribution to furniture sales performance, and panel furniture consumers are also the main force in the furniture passenger flow.
Some panel furniture companies are "forced" to transform
The May Day holiday has just passed. The sales of panel furniture in individual stores have risen even higher than the overall sales growth. It seems that it has not confirmed the "shrinking" remarks.
However, the indisputable fact is that the extremely low profit margins have put panel furniture companies under tremendous market pressure. Wen Shiquan, president of Yifeng Furniture, said that the net profit of panel furniture is only 7% to 8%. The principle of maximizing profits has also driven manufacturers to "change their flags and change their flags." Yin Yuxin, deputy general manager of Dongfang Jiayuan, said that from the Guangdong exhibition in March, many Cantonese-style panel furniture have been reduced in production, or toward solid wood furniture and soft furniture. Transformation.
The prospect of panel furniture is still optimistic in the industry
The increase in labor, raw materials, logistics and transportation costs, and the high rents in the store, etc., have put heavy pressure on panel furniture companies. However, insiders still expressed optimism and expectation for the future development of the panel furniture industry.
The rigid demand in the property market is still strong, and consumers of affordable housing such as small-sized commercial houses and affordable housing still mostly choose panel furniture products. The production equipment and design styles of domestic panel furniture are not inferior to those in Europe and the United States, but the management should be more elaborate. Zhu Guangyu, deputy general manager of Peugeot Furniture, also said that panel furniture is equivalent to mass consumer goods in the furniture industry. Although the profit margin is low, its share is the mainstream of the market. Faced with strong market demand, enterprises should increase product selling points with a view to adding new profit items. Wen Shiquan thinks so.
Zeng Zhenyu, president of Hong Kong Shengjia International Chain, believes that panel furniture represents the mainstream direction of the industry. Resources are becoming scarcer, and solid wood is becoming scarcer. Therefore, panel furniture using wood-based panels has adapted to the trend of the times and solved the contradiction between the scarcity of wood and the strong demand of consumers. Infinite. "
market survey
It is reported that "there are fewer and fewer panel furniture manufacturers, all turning to solid wood, European style, or modern furniture. There are fewer and fewer panel furniture on the market, and their proportion and share in hypermarkets are also decreasing. Some hypermarkets can only see three or five. "Some researchers said that the domestic panel furniture market is experiencing a shrinking crisis. Is this true? The reporter conducted investigations in major stores.
Actual home Lize store sales of 700,000 per day
Among more than 200 furniture brands, the number of panel furniture exceeds fifty. Overall, panel furniture represents the needs of mid-end consumers, whose sales account for more than half of furniture sales. It is understood that on the day of the May 7 signing, Yifeng Furniture's single-day sales reached 700,000 yuan.
The number of plate brands of Jimei Dahong Store is stable
Of the 386 furniture brands, 110 are panel furniture, accounting for 28% of the total. This proportion has remained stable for the past three years and has not shrunk. Because of its novel styles and low prices, panel furniture is widely favored by young consumers, with a higher passenger flow than furniture products such as solid wood.
Chengwai Home Plaza's plate sales accounted for 60-70%
Chengwaicheng Home Plaza has more than 500 furniture brands, accounting for one-third of the number of panel furniture. From the perspective of suite furniture, panel furniture accounts for more than 50% of the number of suite furniture. In terms of sales, panel furniture accounts for 60% to 70% of suite furniture sales. Because panel furniture is not easy to deform, brand products focus on environmental protection, and DIY furniture that can be combined freely is popular, so there is an upward trend in panel furniture sales.
Sales of Yuquanying store in Dongfangjiayuan increased by 17%
It is understood that the store is dominated by solid wood furniture and European and American furniture, and its panel furniture business area also accounts for one-third of the total area. It is reported that during the three-day period of the May Day holiday, Yuquanying store sales increased by 8% compared with last year, and the sales of panel furniture increased by 17%.
Dilemma analysis: excessive cost and diluted profit
â— Wen Shiquan, President of Yifeng Furniture
In the cost of production and distribution of panel furniture, the cost of sheet metal accounts for 30% to 40%, and the wages of workers account for 10% to 20%. In addition, the cost of hardware, edge banding and glue accounts for 15%. Transportation costs accounted for 5%, in addition to the company's operating costs, high rent costs and so on. Costs continue to rise, but prices cannot be raised. Compared with solid wood and European and American furniture, the price of panel furniture is lower and the profit is very thin. The gross profit is about 26% -27%, and the net profit is only 7% -8%. Under such circumstances, enterprises must pay close attention to management, control costs, and do their best. A slight negligence may not support it.
"Expensive site rents, large investments, and slow results"
â— Zeng Zhenyu, President of Hong Kong Shengjia International Chain
First of all, because hypermarkets dominate the sales channels of furniture, and the rent of the stores is becoming more and more expensive. Due to the large area occupied by panel furniture, the rental cost is high, resulting in poor viability. In order to maximize the benefits of renting land, the hypermarket is willing to recruit solid wood and soft furniture, and the proportion of panel furniture is easily squeezed. Secondly, the industry generally believes that the investment in panel furniture is effective, the style, especially the process requirements are relatively high, the number of workers is relatively large, the management difficulty and the investment risk are large, so some traditional panel furniture began to transform.
cost calculation
Expenditure 1 The design cost accounts for less than 10%, and the expenditure is about 600 yuan. If it is custom furniture, in addition to the designer's cost, it also includes on-site measurement and mapping services, and the design proportion may rise to 30%.
Expenditure 2 The sheet material accounts for 30%, and the expenditure is about 1800 yuan. Including bare boards and facing materials, if imported sheets are used, the cost will double or so, and the price of the finished bookcase will be 30% or even 80% higher.
Expenditure 3 Equipment loss accounts for about 5%, and the expenditure is about 300 yuan. Because of the high precision and flatness of the edge banding of branded panel furniture, compared with the manual edge banding of small manufacturers, the more equipment loss.
Expenditure 4 Hardware, edge banding tape, glue and paint, etc., account for about 15%, and the expenditure is about 900 yuan. Hardware is related to the stability and durability of panel furniture, and has the characteristics of low consumption and high price.
Expenditure 5 Workers' wages and operating costs, the former accounting for more than 10% of the cost, the expenditure is about 600 yuan. The labor shortage caused the wages of workers to rise, accounting for 20%. The operating cost is about 3% -5%.
Expenditure 6 Logistics and transportation usually account for about 5%, and the expenditure is about 300 yuan. Take the transportation from Guangdong to Beijing as an example, the proportion does not exceed about 8%, but the rise in oil prices has also made the proportion of logistics costs increase.
Expenditure 7 The rent of the store is about 15%, and the expenditure is more than 900 yuan. Because panel furniture relies on a single store channel, the current rents of mainstream building materials stores in Beijing have increased by 300 yuan to 500 yuan per square meter per month.
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