Cultural home furnishing products dominate consumption trend

Impressions of the concept of household consumption in the 1960s

Chinese people who have experienced too many "stories" can experience home civilization and consumer orientation in the 1960s from home furnishings and home consumption; they have discovered social progress in the course of development from poverty to well-off life.

Old people in the age of rarity will certainly remember the backward consumption scenario of several boxes and a plank bed from the beginning of the founding of the People's Republic of China to the late 1960s, using the most original furniture. And from the 1960s to the late 1980s, the experience of buying "legs" in that era of material shortage was still fresh in my memory. The conclusion brought to us by the two periods is: Without the support of material civilization, it can only meet the needs of basic life. Where can such a home be spiritually civilized? Not to mention culture.

Middle-aged people in the 1960s and 1970s were under more pressure. They had to support their families and improve their quality of life, but they were also restricted by housing conditions. As some simple household appliances enter the home, smart carpenters and advanced furniture manufacturers use the combination of furniture to expand limited space and create multi-functional "combination cabinets" that have the functions of dressing tables, bookcases, and writing desks; Some also have beds in them. This historical stage is very short, only 20 years before and after. In the 1990s, the combination of multi-functional furniture quickly withdrew from the home stage, or evolved into a combined hall cabinet; or evolved into a built-in wardrobe, which is the prototype of the cloakroom.

In the last 10 years of the last century, some people who got rich first took home goods as an expression of life value, and used furniture to "show off wealth", "not seeking the best, but seeking the most expensive", and dressed good-end homes as "karaoke" There are also many people who copy hotel rooms back home in a "style" private room. These are full of "Tai Pao, Zhatai" elements, which can be said to be "a short 10 years, a deformed 10 years."

In the 21st century, the housing industry has become an important industry in the national economy. People's living conditions and quality, both in terms of per capita living area and property types, have changed with each passing day. They have also become boosters for the replacement of household products, the flourishing of flowers, and the striving for beauty. After foreign products entered China, domestic innovative products were promoted to enter the market quickly, and the home furnishing industry developed unprecedentedly. From the number of household products to the transformation of consumer concepts, people gradually pay attention to the aesthetic appeal of the home, the combination of design, style and culture, and cultural literacy is gradually displayed in the home culture.

Cultural household products dominate the "consumption wave"

Culture is a unique mark of mankind and a unique characteristic of human society. While creating society, human beings have also created culture. Home culture is everywhere, every time. It can also be said: "Culture is in the home, and home is in the culture." Culture is not abstract, it is a perfect combination of aesthetics, humanities, mechanics, materials science, and manufacturing processes. The society has created home furnishing, and home furnishing has spawned home furnishing culture. Home is closely related to political system, economic development, culture and art as well as religious beliefs, folk customs, science and technology. The historical trajectory of household products records people's values, moral values, thinking patterns, behavior patterns, and aesthetic views in each historical period. Thousands of years of human history have given birth to an independent and full-fledged home science discipline.

As we all know, a piece of stone does not have culture, and stone carving culture is created through careful carving; a small tree does not have culture, and it moves into a pot to form a bonsai culture. Home culture should be a perfect combination of material culture, art culture, and spiritual culture.

In 2011, home culture consumption will further highlight. The related bathroom, kitchen, dining room, living room, study, bedroom, etc. in the home all put forward higher requirements for home culture. To sum up these cultures is to integrate the elements of culture in the elements of aesthetics, dialogue, comfort, harmony, craftsmanship, innovation, structure, etc., and ultimately form perfection and unity. Therefore, the mainstream of home consumption in 2011 is the integration of culturally rich commodities, and "harmoniously coexist" with related products such as furniture, lighting, cloth, cabinets, sanitary ware, handicrafts and other related products.

"Culture, no luxury" becomes mainstream

Mankind has entered an era of low-carbon, energy-saving, and environmental protection, making people realize that excessive demand for nature and plundering of limited resources are also punishment for humanity itself, which will inevitably cause revenge on nature.

In 2011, household consumption trends will surely incorporate more low-carbon and energy-saving elements. The requirements of the environment on home are becoming more and more prominent. The call to protect the environment is to protect one's own living space. The demand for "culture, not luxury" has attracted the attention of all parties in society.

What is luxury? Experts believe that in a limited space, there are more meaningless "palaces" and "clubs" evolved from copper odor ... For example: too many suspended ceilings, hanging European luxury candlelight pendant lamps in places with insufficient floor height; or Furnishing a set of rosewood chairs in Ming and Qing dynasties, with Chinese and Western styles, and continually emitting toxic and harmful gases, polluting the environment and accumulating spiritual goods, this is a typical manifestation of luxury. Too much furniture, too many complicated furnishings, is filled with too much artificial display in a limited space; the luxury of consumption, the abuse of color, not only wastes social resources, but also hurts your body and mind. And in the indoor environment with superimposed pollution, this is a terrible cause of mutation and malignant transformation, not alarmist.

Regarding the style, materials, craftsmanship and functions of household products, of course it is "radish and vegetables, each has its own love". Money is not expensive, there is spirit when there is literature; This is also closely related to consumers' economic affordability, aesthetics, cultural heritage and overall coordination. Industry experts, designers, market expanders and third-party research institutions and other authoritative persons agreed that: "In 2011, household product consumption, simplicity and simplicity are the mainstream, simplicity is beauty, and it will be widely popular in the 80s and 90s." From decoration to furniture, we will pay more attention to the functional beauty produced by standardization, serialization and generalization; the beauty of comfort that meets the requirements of the human body; the beauty of scientific performance; the beauty of craftsmanship and color, structure, and perfect harmony that reflect the advanced manufacturing and processing level. This forms a perfect fusion of culture, state, and use.

In 2011, household product consumption will focus more on brands. Environmental protection and energy-saving products have become the first choice for consumers, and spiritual and cultural products will become a new hot spot. The perfect combination of home appliances and furniture, reflecting intelligent, healthy, convenient, personalized and integrated products, will become consumer fashion this year. .

The products with the fastest growth in household consumption will be the products supporting health and kitchen; multi-functional smart products that can be assembled in restaurants and living rooms; bedroom products that improve sleep quality; and the rapidly rising home office products and office home and personalized office product.

China's home furnishing industry still has a long way to go

In 2011, the home furnishing industry will gradually move away from the shadow of the global financial crisis, and the recovery trend is very obvious. However, in the home improvement materials, accessories, and furniture and other softwear markets, due to the continuous strengthening of the national real estate policy control, the transaction volume has shrunk, the supply has decreased, and the sales of household products have not been effectively improved. The price has basically remained stable or even steadily declined. Many merchants have tried their best. "How much is full and how much is returned" and "send coupons" are all floating, and in the end, they can't boost sales and get out of the predicament. The entire industry is still in the "high-intensity, low-level" competition. The reasons for this analysis are diverse and complex. The main factors are affected by the macro environment and the shrinking sales of upstream real estate. Next is the problem that plagues the imbalance of supply and demand in the Shanghai home furnishing market. This has always been a curse that restricts the healthy development of the home furnishing industry. Regardless of the home-related stores or the sales of products, the more they are opened, the more they are opened. "There are more temples and fewer pilgrims", and there is a serious oversupply situation.

According to authoritative statistics, Shanghai's current decoration and decoration materials, furniture, soft goods and other shopping malls related to household products have operated an area of ​​more than 7 million square meters at the end of 2010, including permanent residents and floating population, that is to say, every 3 people It has a 1 square meter home shopping mall, which may be a Guinness record in the whole country and even the world. It is also an important reason for the homogeneity of products and sales models, lack of innovation, less original copying, low added value of scientific and technological content, fewer well-known brands, and fewer leading companies in the field of circulation. The quality is uneven and the pricing is arbitrary; the promotion is overstated; the emphasis is on sales, the integrity is ignored; the pre-sales and the post-sales are replenished from time to time ...

To make new breakthroughs in the Shanghai home furnishing market and to quickly get out of the predicament, there are too many homework to be done. This requires all levels of government, manufacturers, entrepreneurs, industry organizations, and professional managers to form a joint force and consensus to jointly seek countermeasures and opportunities for the healthy and sustainable development of the Shanghai home furnishing industry.

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