Build China's New Wood Age LV

According to foreign media reports, China’s luxury goods consumption has exceeded US$7 billion in 2010, the highest growth rate in three consecutive years. In fact, in 2009, China’s total luxury consumption exceeded the United States for the first time, becoming the second largest consumer of luxury goods after Japan. Experts in the luxury market development forum held in Beijing recently predicted that in the next two to three years, the total amount of luxury goods in China is expected to exceed that of Japan and become the largest consumer of luxury goods.

The explosive growth of China's luxury goods consumption is only a microcosm of China's huge consumption potential. At the just-concluded China-France Economic Symposium, Chen Wenling, Director General of the State Council Research Division, told the media that although the statistical caliber is not the same, it is a general consensus that China’s luxury goods consumption accounts for more than 20% of the global market share.

Experts believe that “expanding consumption” is one of the strategic tasks of the “Twelfth Five-Year Plan”. The "China 2010 Luxury Goods Market Survey" just released shows that in the past year, luxury goods suppliers have taken away 68.4 billion yuan from their pockets. The analysis of luxury consumer behavior from an economic and sociological perspective is also a readjustment of “robbing the rich and helping the poor” and re-introducing the money of the highest-end groups to various industries. Therefore, the existence of luxury goods industry is inevitable, and the entire GDP The growth is healthy.

Regarding the dynamics of the Chinese luxury goods market, Li Tianneng, the chairman of Li Tianhong, has always been concerned about the fact that his laptop computer has accumulated a large amount of graphic materials, and the number of cases in which international brands have grown up has also been collected. There are several mahogany bright format bookshelfs. The collections of various types of collections published by the Palace Museum in Beijing are full of dangdang, and the level of refinement and specialization far exceeds that of general provincial and municipal libraries. He also collected a large amount of books from Taiwan, and some books are hard to see in professional museums. All this is for a goal, as he firmly believes: The mahogany Chinese furniture he creates is a luxury.

In many people's definition of luxury goods, almost all ruled out mahogany furniture. However, in the 1990s, the prices of mahogany furniture reversed from the trough and began to rise in a frenzy. In particular, the popularity of Huanghua pear and imperial palace furniture in the international auction market was felt to be the only way to go. The old mahogany furniture as a brother of the same brother also has a great value of collection, and the investment prospects are promising. The facts of the following decade also prove that this judgment is correct. At the same time, as a scarce material that must be imported from Southeast Asia and other places, it has also risen several times in ten years. Even if it is carried out simply, it should be full of pots.

"If only this is the case, mahogany furniture can't be considered a real luxury product." Li said, "Luxury products must be rare, high-quality, well-crafted products for high-end people, and they will bring great satisfaction to consumers." Feelings, that is, the satisfaction of vanity, mahogany furniture is used at home, others cannot see it if they do not come in. How do you show off? The past, the practical function of mahogany furniture is placed first, and the value preservation is taken into consideration. It's also a hard indicator to be evaluated, but many people haven't thought about it, but now I just want to make mahogany furniture a luxury worth showing off because in today's living environment, with mahogany furniture, you have to To change the lifestyle and rhythm, you can drink Puer, play antiques, collect some celebrity pictures, and the ladies and children play the guqin at home. What do you do, smell and smell? Anyway, everything should be included in the atmosphere created by mahogany furniture. For one thing, there are no diners and talk and laughter. Can't you show off?"

Li Yuneng has also thrown up a theory that mahogany furniture is not as frequently updated as most luxury goods. It is based on constant change, classics against time, one-time purchase, and life-long consumption. It is a resource-saving luxury product. . At the same time, because the quality of the sky-flame is not painted or polluted, it is also environmentally friendly.

So how does mahogany furniture emphasize the status of its luxury goods? Ms. Baiyun, manager of the planning department and furniture fabric designer of Lian Tianhong, believes that brand building is a decisive factor in addition to high-quality protection. The consumption of famous brands, to a large extent, is to join a celebrity club, give themselves a platinum label of the wealthy class, and can enjoy the elite culture and excellent service of brand-name goods.

"Minority" report on rare materials

After the Spring Festival this year, CCTV’s “Half an Hour in Economy” program once conducted a market survey. They locked a collector in Hainan. He got a Hainan PEAR log. After the log was cut open, only The heartwood section is as long as 3 meters, 45 centimeters in diameter and weighs 300 kilograms. According to Hainan's market price of about 180,000 yuan ten years ago, and in the first three months of this year, the market has risen to tens of thousands of dollars and a market, then this clumsy wood can be sold for 6 million yuan, rising for ten years. Almost 33 times.

The case of more general significance is from the mouth of Ma Zhenya, secretary general of the Furniture Association of Hainan Province: In the second half of 2010, the raw material of mahogany, which is commonly known as the red rosewood, rose all the way. As of now, its price has risen within half a year. 4 times.

The fact behind it is that, since the second half of 2010, Africa, Southeast Asia and other regions have tightened the export of valuable timber such as mahogany. The reduction in raw material exports has caused many furniture manufacturers to rush to purchase goods, making mahogany even hotter and the price Because of the scarcity of supplies, it has soared.

Li Yuneng told reporters: “In fact, from the beginning of 2005, the prices of rosewood raw materials have risen to different degrees. Lobular rosewood rose from 150,000 yuan per ton to 750,000 yuan, and Vietnam rose pear rose from 200,000 yuan to 120 yuan per ton. In 2008, the financial crisis was unsolicited, and mahogany prices were weighed down, but the economy showed signs of recovery. Consumers in China couldn’t hold back anymore, and they immediately saved money from mahogany furniture, so rosewood prices began to rise. ."

Lee's ability to kill the industry was due to the lack of experience in furniture management. He learned the potential business opportunities with genius-like market sensitivity and enjoyed a huge dividend from price increase. After entering 2010, not to mention the scarcity of red sandalwood and Vietnamese yellow pear rose so that everyone couldn't read it. Even with the more common red rosewood, the price rose from 30,000 yuan per ton to 60,000 yuan, an aniseed material per ton. ** 10,000 yuan. The reporter saw a chart in the showroom of Tian Tianhong, which listed the rise of raw materials of mahogany every month. It rose almost every month, and never looked back. Within two months after the customer paid the deposit, a set of rosewood living room furniture, which was not too expensive, had not yet reached its hand, and the price had risen by several thousand.

In the exhibition hall, the reporter also saw a set of antique court furniture that had been displayed in the living room of the Fujian Pavilion of the Shanghai World Expo, which was priced at 290,000 yuan during the Spring Festival. It had more than doubled in April. A five-layer carved top cabinet with original clones of the Forbidden City was as large as 56 meters. It was necessary to use ladders to open doors and collect things. The momentum of the absolute giant was only 290,000 yuan last month. It rose to 580,000 yuan. It is said that the rosewood material had been made in two sets and was bought by the same buyer in Yunnan. After a few teachers paid attention to the car, it took more than a month to install the material.

Since Tian Tianhong opened, he promised the customer that he would not want to play after buying the home furniture for a year or two, and returned the bank interest at the same price for the same period. However, no one is willing to return it today.

In the collection market, the reporter learned that the reason why many people favor mahogany furniture is scarcity. According to market estimates, Scarlet rosewood will become increasingly scarce in the next three years, even intermittently. Judging from the law of the collection of investment, there is always a reason for rising if there is scarce resources. This theory seems to have become a strong reason for the consumption of Chinese mahogany furniture.

Xianyou is China's largest distribution center for mahogany production and processing, and its annual market share accounts for more than 60% of the country. The market here has reason to become a standard index of mahogany furniture. Many bosses told reporters that due to another wave of rosewood raw materials since the Spring Festival this year, several sets of mahogany furniture were sampled in the shop. They were soon sold out, and they had to be done to find the raw material on the market. It has gone up again, so there is a saying in the industry that “who sells suffers”. “We are now too late to produce, raw materials, tight hands, are the reasons that constrain our development. Buyers are generous, a whole is a circle, his hands so gestures, wrapped a dozen or so, talk about the price It's refreshing," said one boss.

Another boss told reporters that he had bought goods from the Yuzhu Wood Market in Guangzhou after the Spring Festival, and saw the red rosewood was robbed by the scenes. The powerful home owner talked about the prices and purchased dozens of tons. One of the bosses who had previously made aluminum production had now changed to mahogany, and had picked up a number of sea yellow and red sandalwood. Now it is a red rosewood, and it is said that it has taken tens of millions of shipments. Some new faces from the north were also rich when they were purchased. Several people ganged and loaded vehicles with vehicles. This made general SMEs bosses at a loss, and they couldn't afford to stay there.

Ms. Baiyun, manager of Lianyungang’s Planning Department, told reporters that their companies would invest three or four hundred million dollars each year to reserve raw materials. However, if the situation of rising rosewood is further developed, it will certainly speed up the shuffling in the industry. A group of small and medium-sized mahogany furniture manufacturers will be seriously affected. In fact, in Xianyou, some bosses have changed their materials without furniture, and this is more profitable. CCTV's investigation also proved that there are dozens of large and small wood raw material fields in Xianyou, but the overnight riches are the owners who hoarded the raw materials.

Faced with the tight and continuous rising supply of raw materials, Tiantianhong began to update its concepts, broaden its horizons, and actively adjust its selection targets. Wood with high hardness, high density, high oil content, and good abrasion resistance has been included in the company's development. The use of new materials. The company invested hundreds of millions of dollars in funds and dispatched effective and competent personnel to carry out meticulous search on a global scale. It has discovered more than ten new species of wood with good properties, such as Zizihuali, Burmese rosewood, and African leaflet red sandalwood. After examining a number of indicators, it is believed that these materials are comparable to those of Chinese mahogany materials. Even Tian Tian Hong has also conducted experimental productions and the results have been quite good. The relevant experts have given a high degree of recognition. When the time is ripe, companies are ready to launch small quantities in the market and work with consumers to find a reasonable price and furniture category.

Yang Jiaxuan is an associate researcher at the Institute of Wood Industry of the Chinese Academy of Forestry and the first drafter of the Chinese Redwood Standard. He believes that with the development of science and practice, it should gradually dilute the mahogany furniture, and then promote the use of traditional production techniques and design of hardwood furniture. There are also many tree species in the world that are equally suitable for the production of Chinese classical style furniture. The solidity, stability and appearance indicators are all good. It can completely break through the existing range of 33 types of mahogany raw materials. Although the furniture made of them cannot be called mahogany furniture, it can be called Ming-style or Qing-style classical furniture. It also has the value of collection and use, which can also relieve the panic caused by the tension of mahogany logs and effectively combat hoarding.

Material is important, culture has a tone

When Li Moeng told reporters that the raw materials and finished products of mahogany entered a new round of rising stage, he said: The introduction of new real estate policies in the near future and the stock market are still in the doldrums, coupled with the pressure of inflation, making hot money start to seek new investment varieties. Because of the non-renewable nature of Redwood resources, it can also become a collection of works of art, it became the object of speculation speculation.

“But we believe that style, craftsmanship and texture together determine the quality of mahogany furniture. There is also a cultural value added. It is increasing over time. How much does the material account for mahogany furniture? I think only 30. %, shape and crafts account for 70%. Therefore, it is not necessary to pursue the material of mahogany furniture too much."

He readily picked up a newly-developed rosewood carving handicraft, which was a copy of the Forbidden City's ornaments, which was about 25 centimeters tall. "This thing has to sell for 5,000 yuan, but the material plus manpower is only 600 yuan. Therefore, I have been persuading friends here to see the goods, do not buy mahogany furniture, you buy a home, not a few days, not satisfied, I'll pick a suit for you, and it will take you a year and a half to put it down, how much it will cost! And I have rules here, and Emperor Lao Tzu will not offer concessions. I don’t want to make friends’ money, but they’re going to buy it. I’m also no way."

However, Li Yunneng immediately explained: “You consumers can't blame me for knowing this secret. I’ll give you an example. In Italy, there is only 30 to 40 workers on the assembly line in the production of luxury goods. , Highly automated, clean and bright, background music is omnipresent, but behind the assembly line is a powerful design team, how many people do you know, more than a thousand people, then how many people are marketing and planning in the market? In the absolute number of people more than a hundred times the design team! This is to create a pattern of luxury goods."

Lian Tianhong has established a large design team, consisting of college students with a total undergraduate level of more than 400 and still recruiting. The annual investment in design and R&D exceeds 8 million yuan. There have been more than one thousand marketing personnel in the country, and the action of 100,000 high-paying beauty managers last year also caused media reports. A beauty team consisting of seven off-road vehicles has been cruising in major cities, spreading the company's marketing ideas and image advertisements throughout the country.

Baiyun also expressed the same meaning: "Again, when it comes to cultural added value, then all Chinese people can easily understand. The true value of mahogany furniture is the heritage of the Chinese nation's 5,000-year history and culture, as well as the humanities radiating from the inside out. As long as the elegant taste of the furniture itself can be fully reflected, then this furniture has the same value as the finished furniture made of scarce redwood.Although the furniture made of new hardwood cannot be called real mahogany furniture, But it can be called Ming-style or Qing-style classical furniture, and it also has cultural implication.We stressed the fidelity of the material a while ago, which is correct, and played a role in the market to clear the source. Now, we emphasize even the sky-red furniture. Brand, we hope to become the LV of China's new wood age."

According to the reporter's observation, in the production workshop of Tiantianhong, the production process of a set of mahogany furniture is roughly as follows: 1. Bring together professional engineering and technical personnel to create a library; 2. Accurately imitate various types and sizes of classical furniture; 3. Woodworkers Manual creation; Fourth, the introduction of traditional cultural elements. Mahogany furniture is complemented by fabric cushions that contain traditional art elements. It can also be used with the province's “intangible” lacquer paintings in Fuzhou to increase the cultural content of mahogany furniture. This is a brand new production process of mahogany furniture combined with traditional Chinese craftsmanship and modern luxury goods. It also introduces management theory and quality supervision system of modern manufacturing industry. The quality supervision personnel of Liantian Hong are said to have as many as 800 people.

In accordance with the production and marketing model of luxury goods, Liantian Hong has always insisted on not licensing, not outsourcing, insisting on direct sales stores and 100% advance payment. In any city in the country, unified price, insist on the letter, according to the sales concept of pound price, squeeze the foam of mahogany furniture. Far-reaching end-customers also provide free home delivery, and include regular free maintenance and other preferential measures.

Luxury goods manufacturing should involve artists

Li Yuneng told reporters: “Now the state attaches great importance to creative industry parks. There are more than 100 in Shanghai and many in Fuzhou, but most of them are playing concepts and rushing in fashion. The government is also happy to be a political performer and really enter the cultural industry. Few, most of the creative industry parks are underdeveloped, and afterwards, bars, cafes, cafes, clothing stores, etc. were opened in the park, and they have to maintain their popularity and popularity, so many farmers have never received any art education. Yesterday I still moved bricks on the construction site, and today I have become an artist or an original artist, but who can see their things? The teachers and students of real art colleges rarely enter. The creative industry can only produce rubbish. You can't throw it and throw it away. Look at the area around Putian. Farmers build houses and it's also a problem. In traditional houses, you see that the roof is slightly tilted up. This is described in the Italian traveler Marco Polo’s book. The old winds continued until I was in college. Now you look on the street, the old house is almost demolition, the new building, you can not understand it What style, I said it was a public toilet style! "

After making a complaint, Li Yunen laughed at his excitement. "I say this because ah, I feel that Chinese blue-collar workers, especially those engaged in luxury goods manufacturing, should make up for this lesson on art education. If you don't understand drawings, you still do it according to the old rules. It's not a luxury, it's just a commodity."

The reporter said: "Yes, I have also seen that the technical workers in the factory can come to your office to turn over the books at any time. Borrowing also allows."

"Allow, he is studying. I hope that he will go in every day. After three or five years, he may become an expert or even an artist. After a while, I will bring a group of workers to Beijing and Shanghai. Visitors to the major museums in Guangzhou visited the workers' masters. Only when they saw the best things did they know what to do with the furniture and how the sculpture should be carved. Miscellaneous people can never do mahogany furniture."

Are young people ready for the second and third tier cities?

The reporter further asked: "Do you think that young people today are the target customers of mahogany furniture?"

Li Quanneng replied: “If you make a famous brand of luxury goods, they will consume. The material and style of mahogany furniture do not naturally conflict with young people. Yes, they are more willing to accept sofas, computer tables, rocking chairs, open type Bookshelf and other Western-style furniture, but young people are always going to mature.Their experience and knowledge will gradually accumulate to a certain extent, will go upstream to find the origin of culture, from which to obtain the comfort of the soul, at this time, They will indulge in the aesthetic connotation of mahogany furniture. Moreover, the affinity for brand names will push them."

The reasons for Li's ability to create luxury goods for the furniture industry are: First, the average age of Chinese luxury consumer groups is 15 years lower than the average age of global consumer groups. Young people's enthusiasm for luxury goods has been very high and they have developed at a geometric level. This is why so many luxury goods companies have entered China. Of course, he also admits that from the history of Chinese mahogany furniture consumption, wealthy people began to purchase mahogany furniture at the beginning of establishing a family as a symbol of family prosperity and harmony. The intriguing phenomenon of the continuous increase in residual values ​​during use also reinforces their beliefs. Today's young people generally consider adding mahogany furniture after completing “equipment” for cosmetics, jewelry, bags, clothing, watches, cars, famous wines, and art collections. "This is definitely related to their experience in starting a business, establishing a family," he said.

Authoritative sources estimate that by 2020, China’s high-speed rail will spread over all regions except Xinjiang and Tibet. A six-hour traffic circle between cities and cities will be formed. This will shorten the distance between first-tier cities and second-tier cities, second-tier cities and third-tier cities. At the same time, this traffic situation will also change the consumption habits of consumers in these areas.

As a supporter of the “Luxury to China, Second- and Third-tier cities to open up territory”, Lu Xiaoming, managing director of Wanbaolong (China) Co., Ltd. once said: “China's affluent classes are mainly concentrated in China's first-tier, second-tier and third-tier cities. More than % of the people live outside the first-tier cities, and only 30% work and live in first-tier cities like Beijing and Shanghai. The middle class in second and third-tier cities will become the main force of luxury goods consumption."

Second, the huge potential of China's luxury goods market is beyond doubt. From the current market reaction, this potential needs to be driven by consumers in second- and third-tier cities. Consumers in second-and third-tier cities recognize brand-name luxury goods in the same way as Shanghai, Beijing, and Guangzhou, and they even have the enthusiasm of latecomers. As a result, international brand names have opened up stores in second and third-tier cities in recent years. The number of new international luxury brand names such as Hermès, Cartier, and Bulgari, which were newly opened in Chinese cities in mainland China reached 80 at the end of 2010. Family.

Li Yuneng also believes that “China's middle class is developing, maturing and expanding. In the next ten years, they can become the consumers of low-end luxury goods in the market. For example, many of the 80s are rapidly accumulating in emerging industries such as IT industry. In terms of wealth, they have a strong desire for consumption of famous brands, and these social elites and new aristocracy will become the main force for the consumption of luxury goods in China in the future, but their understanding of the brand is not as mature as that of the middle class in Europe and the United States, but also the guidance and introduction of brands. This is also one of our missions to get even red."

Bai Yun added: “Chinese philosophical propositions and aesthetic charms are embedded in mahogany furniture. This is the core of Chinese tradition and creativity in China. The scarcity of resources is linked to Chinese craftsmanship and luxury goods will be greatly enhanced.”